According to the research report data released by Donghai**, the overall scale of China's cosmetics industry in 2023 will be 797.2 billion yuan, a year-on-year increase of 52%。Among them, online channels accounted for 5075%, 49 for offline channels25%, with the rapid growth of emerging channels such as Douyin and Kuaishou, the market size of online channels exceeds that of offline channels.
Specifically, from the perspective of various channels, Tao Department and Department Store are still the main channels for cosmetics, and Douyin Kuaishou is increasing. From the perspective of online channels, Tao Department and Douyin are the main platforms, accounting for respectively. 9%, Douyin and Kuaishou GMV increased year-on-year. 7%, a brilliant performance. From the perspective of offline channels, department stores and CS are still the main channels, accounting for respectively. 4%, but the overall offline growth rate is relatively average.
It is worth mentioning that domestic products performed well, while Japanese and Korean brands performed poorly. In 2023, the share of domestic cosmetics will reach 504%, far exceeding European, American, Japanese and Korean brands, domestic cosmetics have become a major participant in the domestic cosmetics market.
From the perspective of categories, skin care products are still the main category, and the proportion of makeup has increased. At present, skin care products are still the largest category of cosmetics, accounting for 60% in 20235%, followed by makeup accounting for 213%。In addition, the proportion of body care, washing and toiletry, perfume and other categories is still small, of which the proportion of perfume has been increasing in the past four years.
According to industry insiders, under the background of the decline in channel dividends in the cosmetics industry and the slowdown in overall demand performance, the performance of domestic brands has been differentiated, and the performance of high-quality domestic products is outstanding.
Institutions**, the cosmetics industry has ushered in the optimization of the pattern, strength and luck are indispensable, and the incubation of new brands is unprecedented. The rise of domestic all-round leaders + international brands are decent + small and medium-sized brands have a high elimination rate, and the requirements are becoming more and more stringent, and marketing, product power, architecture, and chain are indispensable. 