Analysis on the development of cosmetic plastic

Introduction: Today, China has become one of the fastest growing regions for cosmetic plastic tube in the world, and the momentum remains good. According to the data from the previous year (2014), the growth rates of the two major European and American beauty and personal care industries, France and the United States, were 0.5% and 1.9% respectively. Japan and South Korea, which also lead the Asian beauty and personal care industries, also But 2.3%, 5.5%; while China's growth rate reached 7.2%, 'China's speed' has attracted the attention of the world! However, despite the rapid growth, the per capita consumption of cosmetics is not high. Taking 2014 as an example, the per capita consumption of Japan, South Korea, and the United States is generally at the level of 200+ USD, while China is only around 35 USD, and the difference is huge.

It can be seen from the above that the cosmetic plastic tube market is like a rapidly expanding cake. For many excellent cosmetic plastic tube brands, there is a lot of room for imagination. And this fast-expanding cosmetic plastic tube industry cake also shows some 'Chinese characteristics'.


1. There is a large room for development of cosmetic plastic tube products in the skin care category, and packaging tube products such as cosmetics and skin care will be further subdivided. Chinese consumers have long bid farewell to the era when skin care and make-up are mixed together, and they have even more single and focused product requirements for different categories. The slogan that once 'one bottle wins many bottles' may have been popular, but now, consumers who already have basic knowledge of skin beauty obviously 'don't eat this set.'

2. With the increase in consumer income and the enhancement of skin care awareness, the market share of mid-to-high-end brands will increase significantly. With 200 yuan as the demarcation point, 200+ products accounted for approximately 18.7% of the market in 2012, which increased to 19.3% in 2014. It is expected to exceed 20% in 2016. In addition, data shows that the retail growth rate of the high-end cosmetic plastic tube market is higher than that of the beauty and personal care market, which is about two percentage points.

3. E-commerce and franchise stores are flying together. The rise of e-commerce channels and offline franchise store models and the sluggishness of large department stores and supermarkets are a clear contrast between the 'ice and fire' of different sales channels in the cosmetics market. The sales of e-commerce channels in 2014 were approximately 62.6 billion, accounting for 15.5%, an increase of 14.8% compared to 2010! Although franchised stores were only 16.7% in 2014, they are the only offline channel that still maintains growth. Such as large department stores, supermarket chains, etc., their market share is constantly shrinking.

Regarding the cosmetics sales channel, two points need to be added: 1. Although the sales proportion of department stores is declining, its status as a strong player in the high-end cosmetics field has not changed. It is still the most important core channel for many TOP-level beauty brands. The performance of mid- and low-end cosmetics in the department store channel is not much higher than that of high-end products; second, Watsons, as a franchise chain store with an international background, is becoming another excellent platform for many brands to 'graft', and Watsons is also sinking itself. The strategic layout of the company has a wide coverage, which benefits many brands.

In addition, among consumers of beauty and personal care products, young people are becoming mainstream buyers among them. Data shows that about 225 million skin care products consumers are consumers only 16-26 years old! However, the buying habits of these consumers are different due to geographical differences: young people in first- and second-tier cities have relatively low brand loyalty, because they have many access to information channels, and they are more willing to try different, high-end ones. Brands; young consumers in third-tier cities and below have a longer life span of a certain brand, and at the same time they are more concerned about brand prices.

It should be said that the Chinese beauty and personal care market is getting younger and more high-end, and consumers have more detailed requirements for cosmetics: ingredients, performance, popularity, packaging, etc., consumers have considered, but the impact of prices is constantly decreasing. . To get the attention of consumers, especially young consumers, intensive cultivation is the way out.

At the end of the article, the author also gives an example of a 'intensive cultivation' brand-the well-known Korean makeup brand SKIN79. Since its establishment in 1998, it has focused on research in the field of young skin, and its products are only aimed at users with young skin from 18-25 years old. After entering China in 2015, SKIN79 faced the huge Chinese market and still did not give up the brand's original intention. The brand-new products developed are also the result of the young skin condition in China. The result of such 'speciality' is that SKIN79 has gained extremely high popularity and generally good reputation in China in just one year. Although there are other reasons, the research and development of refined products in the field of young skin is the foundation of everything.