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[China] Chinese brands emerging in the cosmetics market / Live commerce and cosmetics that meet their needs are a hit, especially among Generation Z!

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"Blank me” and "Huanglaiya" etc.
Market size of Chinese cosmetic brands expands

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The top seller in the skincare category in terms of both popularity and sales is "Huanglaiya", a brand established in Hangzhou in 2003 that specializes in skincare and has been focusing on skin regeneration technology for the past 18 years.
The most expensive product in the series, an anti-aging skincare cream (EC sales price: 100 ml, RMB 289, about 6,000 yen), is particularly popular for its moisturizing and penetrating power as well as its ability to reduce the appearance of lines and wrinkles at the corners of the eyes.

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Chinese people tend to support domestic brands that fit their skin. Brands that became hits triggered by social networking and live commerce.

One of the reasons for the increased popularity of Chinese brands is the marked improvement in quality. Consumers who used to buy foreign brands because they thought they were of better quality are now changing their minds. Another major factor is that they now believe that domestic cosmetics are better suited to their own skin than foreign cosmetics formulated for Westerners, and yet are less expensive than imported products.
Chinese brands are focusing on online sales and promotion of their products targeting Generation Z. Word of mouth on major e-commerce sites such as "Taobao", "Jingdong", and "Xiaohongshu", and the expansion of live commerce on "Dianyin" (China's version of TikTok) have helped online market sales exceed RMB400 billion in 2023.
"PinkBear” is a brand that has had a hit with its collaboration products with ‘ZANMANG LOOPY,’ a pink beaver character that went viral on social networking sites. In addition to selling through brick-and-mortar stores, the company conducts live commerce on TianNeBean and DouEon, achieving more than 200,000 purchases per month online. Even for a manufacturer that has just been established, the synergy of collaboration with characters and art and promotion through live commerce has the potential to lead to hits, especially among curious Generation Z and young people.

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Translated with AI Translator


This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

  • TNCアジアトレンドラボ

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    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

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    Intage Inc.

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  • Apr 12, 2024
  • 1328 Views

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