China's cosmetics consumption behavior is diversifying as online shopping increases. While online has become the main shopping channel, consumers prefer comprehensive e-marketplaces for safety and authenticity. Shopping frequency depends on seasonality and location - skincare is purchased 1-2 times per season whereas makeup less frequently. Spending levels vary across China, with higher spending on skincare and makeup in more developed cities and regions like West China. European/US brands remain popular but Chinese skincare brands are rising along with Japanese/Korean makeup brands.

1. China Cosmetics Consumption Behaviour

2. Consumption in New Digital Age
More Online Shopping, Consuming Level & Behaviour Diversifying
Spending frequency/amount:
Spending tends to average
Different spending levels in
different parts of China
High/mid/low-end cosmetics all have
large number of consumers
Frequencies of spending
depend on seasonality
Difference in areas:
West China has the highest
frequency of spending
Preferred shopping channel:
Online has become the main shopping channel
for cosmetics, comprehensive e-marketplace
preferred
Difference in cities:
Advanced cities
accepting to Haitao,
individual overseas
shopping
Mega cities prefer
European/US brands
2nd tier cities more
accepting to Chinese/
Korean/Japanese brands
Preferred countries of origin:
European/US products
preferred
Chinese skincare brands
on the rise
Japanese/Korea makeup
becoming popular
Level of products preferred:
High-end makeup brands on the
rise

3. Buy more online
Buy equally
online/offline
Buy more offline
Buy only offline
Buy only online
Comprehensive
e-marketplace
Vertical e-marketplace
Brand’s own site
Haitao
Individual overseas
shopping
Other
Preferred Channel For Cosmetics Shopping Online Shopping Channel For Cosmetics
Large, Comprehensive E-marketplace Is Preferred Channel For Online Shipping
Online Is the Main Shopping Channel For Cosmetics
• Online penetration increases with the development of e-commerce, online has become a preferred
shopping channel
• Consumers are more concerned with product safety and authenticity, comprehensive e-marketplace
has become preferred shopping channel

4. Frequency of skincare consumption/year Frequency of makeup consumption/year
Shopping Frequency Dependant on Seasonality
Shopping frequency for skincare dependent on seasonality, 1-2 times per season,
shopping of makeup less frequent
• As basic cosmetic/skincare product, skincare products are more frequently used and bought
• Skincare usage and purchase are highly dependent on seasonality, bought 1-2 times per season
• Cosmetic products are bought for replenishment, less than 5 times per year
1-3 times
3-5 times
5-10 times
More than
10 times
1-3 times
3-5 times
5-10 times
More than
10 times

5. <1,000
1,000 - 3,000
3,001 – 5,000
5,001 – 10,000
>10,000
<1,000
1,000 - 3,000
3,001 – 5,000
5,001 – 10,000
>10,000
Skincare spending/year (CNY) Makeup spending/year (CNY)
Spending Averaging, Full-Coverage Strategy More Suitable for China
Spending level for skincare tend to average, spending level for makeup is mostly
below 3,000 Yuan
• Spending on skincare tends to average, Chinese skincare consumers are evenly distributed,
large consumer groups exist for high/mid/low-level cosmetics products
• Over 50% consumers spend 3,000 Yuan on makeup; over 13.5% spend over 10,000 Yuan, there is
a market for high-end makeup

6. Frequency of purchase Frequency of purchase
High-end Mid-end Low-end High-end Mid-end Low-end
High-end Makeup Products On The Rise
Most spending on skincare is mid-end and on makeup low-end/mid-end; however spending frequency
for high-end makeup products is the highest. The reasons: high-end consumers seldom buy low/
mid-end products, on the other hand low/mid-end consumers are attracted to high-end products and
prefer to buy at least one classic high-end makeup product for trial

7. Top
Positions
Frequency of Purchase Frequency of Purchase
Preferred Countries of Origin for Brands
European/US brands are still top choice; Chinese skincare brands on the rise;
Japanese/Korea makeup brands becoming popular
• European/US skincare and makeup brans are still on the lead
• Chinese skincare brands make more efforts on R&D, promotion and distribution channel, their usage
exceeding those of Japanese/Korean brands
• Japanese/Korean makeup brands are on the rise

8. >8,000
1,000-3,000
3,000-8,000
<10,000
>8,000
1,000-3,000
3,000-8,000
<10,000
China
West China
China West East South North Northeast Central
China West East South North Northeast Central
Spending Skincare/Year - Areas (Yuan) Frequency Skincare/Year Spending Makeup/Year – Areas (Yuan)
Frequency High-end
Skincare/Year
Higher Percentage of High-end Consumers In West China
High-end shoppers in West China shop more frequently
• In skincare, more than 30% of consumers in West China spend over 8,000 Yuan per year, buying
frequency for high-end skincare is less than the average of China, but 55.8% consumers purchase
more than 5 times per year
• In makeup, more than 30% consumers in West China spend over 8,000 Yuan, the percentage is about
10% in central China
5 times +
/year
High-end

9. Haitao – City tier
Comprehensive
e-marketplace
Vertical e-marketplace
Brand’s own site
Haitao
Individual overseas
shopping
Individual overseas shopping – City tier
Mega 1st tier 2nd tier 3rd tier & below
Mega 1st tier 2nd tier 3rd tier & below
Advance Cities More Accepting to Haitao & Individual Overseas Shopping
The more advanced the city, the more likely accepted Haitao, individual overseas
shopping more trustworthy in mega cities
• Comprehensive and vertical e-marketplace are the main shopping channels for makeup consumers
in cities of all tiers
• Mega cities are more accepting to Haitao and individual overseas shopping, 1st tier cities consumers
most accepting to individual overseas shopping
Choice of Online Shopping Channels

10. China Mega 1st tier 2nd tier 3rd tier & blow
China Mega 1st tier 2nd tier 3rd tier & blow
>5,000 3,001-5,000 1,000-3,000 <1,000
>5,000 3,001-5,000 1,000-3,000 <1,000
Spending Skincare/Year – City Tier Spending Makeup/Year – City Tier
Average Spending on Makeup Varies For Cities of Different Tier
The more advanced the city, the more spending per year, the trend
is more prominent in makeup
Average spending of over 5,000 Yuan dominates in mega cities (35.9%), average spending in 3rd tier
cities is below 1,000 Yuan

11. China
Mega
1st tier
2nd tier
3rd tier
& below
China
Mega
1st tier
2nd tier
3rd tier
& below
% Skincare Purchasing – Country of Origin % Makeup Purchasing – Country of Origin
Japan
Korea
China
Europe
US
Japan
Korea
China
Europe
US
The More Advanced The City, The More Preferred European/US Brands
Mega cities prefer European/US brands, 2nd tier cities Chinese/Japanese/Korean
• In skincare, mega cities have high penetration rate for Chinese/Japanese/Korean skincare products
• In makeup, the higher the city tier, the more preferred are European/US brands, nearly 90% of mega
city consumers have used them
• 2nd tier cities have the highest penetration rate for Chinese/Japanese/Korean makeup

12. A
digital
link
to
your
business
in
China

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