coresight2018中国男性美容市场研究英文20188276页

1DeborahWeinswig,CEOandFounder,[e-mail]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2018CoresightResearch.Allrightsreserved.August27,2018China’smalegroomingmarketisperformingwellandisprojectedtocontinuetogrowquickly.UrbanChinesemen,particularlymillennials,areincreasinglyimage-conscious,andtheyspendmoretimeandmoneyongroomingthandomaleconsumersinotherdemographics.WethinkthatmanygroomingandbeautybrandswillfurthertargetChinesemaleconsumerstodriverevenuegrowthinthecomingyears.1)EuromonitorInternationalestimatesthatmalegroomingcategorysalesinChinawillpoststrongyear-over-yeargrowthof6.8%in2018andreach¥14,220million($2,084million).2)UrbanChinesemenspendmoretimegroomingthemselvesfordifferentoccasionsthandothoselivinginotherareas,andmillennialmen,inparticular,areshowingawillingnesstoinvestinbeautyproducts:urbanmalemillennialsinChinaspentanaverageof¥194($28)permonthonbeautyproductsoverthepastyear,accordingtoProsperInsights&Analytics.3)GroomingandbeautybrandshavebeendevelopingdifferentmarketingcampaignstotargetthespecificneedsofmaleconsumersinChina.Forexample,L’OccitanehashiredAsianpopidolLuhanasitsbrandambassador.CategoryOutlook:MaleBeautyMarketGrowinginC[e-mail]:917.655.6790HK:852.6119.1779CN:86.186.1420.30162DeborahWeinswig,CEOandFounder,[e-mail]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2018CoresightResearch.Allrightsreserved.August27,2018StrongRetailPerformanceintheChineseMaleGroomingMarketChina’soverallbeautymarketcontinuestogrowapaceandmaledemandforbeautyandgroomingproductscontinuestoaccelerateinthecountry.Aswithmanyfast-movingconsumergoodscategories,malegroomingproducts—frombasicpersonalhygieneitemstoskincareandcosmetics—havebeenflyingofftheshelvesintheboomingChineseretaillandscape.Whilethebeautyspotlighthastraditionallybeenonfemaleconsumers,menarebecomingasignificantdrivingforceinChina’smultibillion-dollarbeautyindustry.Thisreport,whichispartofourCategoryOutlookseriesthatreviewstheprospectsforspecificmarkets,takesalookatthegrowthandcharacteristicsofthemalegroomingmarketinChina.Thisyear,thetotalmarketformalegroomingconsumablesinChinawillbeworthanestimated¥14,220million($2,084million),accordingtoEuromonitorInternational.RetailsalesofChinesemalegroomingproductshaverisensteadilyoverthepastfiveyears,andthecategoryrecordedstrongyear-over-yeargrowthof6.9%in2017.Thisyear,Euromonitorexpectssuchsalestoriseby6.8%.Figure1.China:MaleGroomingRetailSales(CNYMil.)Source:EuromonitorInternationalChinesemaleconsumers’groomingneedsarenotconfinedtobasicpersonalhygieneitems.SkincareisbyfarthebiggestofthemalegroomingcategoriesinChina,generatingaround¥7.4billion($1.1billion)insalesin2017andgrowingby6%yearoveryear,accordingtoEuromonitor.Men’sfragrancesachievedthehighestgrowthamongallmen’sgroomingcategoriesin2017,withsalesincreasingby16.7%,perEuromonitor.Thefirmexpectsmen’sfragrancesalesinChinatoincreaseby14.3%yearoveryearin2018.ThesefiguressuggestthatChinesemenaretradingupfrombasic,traditionalmen’sgroomingcategoriessuchasshavingtoless-traditionalcategoriessuchasskincareandfragrances.10,39211,15811,81112,45113,30914,22002,0004,0006,0008,00010,00012,00014,00016,000201320142015201620172018E3DeborahWeinswig,CEOandFounder,[e-mail]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2018CoresightResearch.Allrightsreserved.August27,2018Figure2.China:MaleGroomingRetailSales(YoY%Change)2015–20162016–20172017–2018EMen’sFragrances1.0%16.7%14.3%Men’sBathandShower8.7%8.2%8.7%Men’sDeodorants7.9%8.3%7.5%Men’sHaircare7.2%7.1%7.2%Men’sSkincare5.1%6.0%6.0%Men’sShaving5.7%5.4%5.3%Source:EuromonitorInternationalEuromonitorfurtherestimatesthatthemalegroomingsectorinChinawillgrowby6.5%in2019,wellabovetheexpectedglobalcategorygrowthrateof4.9%.Giventhesefigures,themalegroomingmarketinChinahasmuchroomtoruninthecomingyears.MillennialsAreDrivingtheMaleBeautyTrendinChinaUrbanizationinChinahascultivatedadesireamongmanyconsumersforasophisticatedlifestyle,andyoung,urbanChinesemenincreasinglyidentifymoresophisticateddressingandgroomingregimeswithpersonalsuccess:•A2015StatistastudyonpersonalgroomingfoundthatChinesemenspentaweeklyaverageof2.2hoursonpersonalgrooming.•Accordingto2016researchbytheHongKongTradeDevelopmentCouncilonmen’sattitudestowardbeautyproductsinChina,39%ofmenages20–30whoweresurveyedsaidthattheyusedskincareormakeup,whileonly29%ofsurveyedmenages31–45saidthesame.•A2017studybyCBNDataongroomingproductconsumptionbyChinesemenborninorafter1995revealedthatyoungmenaremorereceptivetousingcosmeticsorlightmakeupsuchasBBcreamthanaretheircounterpartsbornintheearly1990s.Chinesemillennialsarebecominganincreasinglyimportantpurchasingforceinthemen’sskincareandcosmeticsmarket.SurveydatafromProsperInsights&AnalyticsshowthatChinesemillennialmenages18–34spentanaverageof¥194($28)permonthonbeautyproductsbetweenJune2017andJune2018.Thatfigureis9%higherthant