2015-07-29 11:16
Investigation report on the Chinese market of foreign cosmetics
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CNDSN July 29th news (cosmetics) in July 1st, the consumer index and Bain (Bain & Company) Co published the "2015 Chinese shoppers report". The report shows that, in the year 2014, in addition to the individual care category to maintain the growth rate of about 8%, the other categories have declined. China's rapid consumer goods market overall growth continued to slow down, from the 2011-2012 12% or so has been down to 4.4% in the first quarter of 2015. Day of skin care, skin care, clothing, makeup and foreign brands to become the largest market for the largest category.
It is understood, this is Kay of the consumer price index and Bain & Company for the fourth time cooperation the Chinese shoppers report released, the report mainly through analysis of Kay of the consumer price index tracking investigation of 40000 households in mainland China family the actual shopping behavior, mainly accounted for the FMCG goods sales 80% of personal care, home care, drinks and food packaging the four fields of 26 categories in 2012-2014 three years changes in the retail price, promotions affect the size, the share of foreign brands of category and sales channels change trend of research.
Report shows that in the category of cosmetic, personal care sales in 2013 - 2014 annual growth rate of 8.2%, compared to 2011 - 11.3% in the year 2012 has declined significantly, and home care are also showing a downward trend, 2013 - 2014 annual growth rate is only 4.3%, the growth rate obviously slowed down.
The report will be divided into two categories of research: high-end category and the popular category. Toothbrush, toothpaste, skin care products, hair care, make-up for the average price growth rate is higher than the rate of inflation in China and among the high end of category. Home care category and personal care of the shampoo is a total of 5 categories are popular category.
Data source: 2015 Chinese shoppers Report
In addition, the report shows that the China Company is increasingly competitive, and can use its low line layout of the city to achieve higher market growth. China brand has three consecutive years from international competitors gain market share. 2014 China Company overall growth rate was 10%, and now accounts for 70% of the 26 categories of sales. The growth rate of foreign brands is only 3%. China Company in 18 categories from the hands of the Foreign capital company to gain market share, which is the largest category of territorial expansion of the largest category of skin care products, clothing, soft, make-up.
Why foreign brands in all levels of the city market share have declined? Bain & Company in the Greater China region consumer goods and retail business, Bruno Lanna that FMCG slowdown is a reflection of economic fundamentals, foreign brands decline for two reasons: first of all, FMCG goods in the first and second tier cities sales decline, and in the lower tier cities grew faster, but foreign brands in the layout of the lower tier cities rarely; secondly, foreign brands and hypermarkets cooperation more, but hypermarkets channel of slowing growth and as a result, the reason of foreign brands in the Chinese market decline of the.
In addition, the report shows that electricity suppliers channels become an important channel for consumer goods, electricity suppliers in 2014 accounted for only 3.3% of total sales of fast consumer goods industry, the annual growth of 34%. The skin care, makeup, baby formula, diapers, four category become business FMCG product sales of the main category, accounted for the entire business FMCG goods sales of around 60%. 3
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