(The 3rd CIIE) Observation of CIIE: In the days when you wear masks, how are beauty companies doing?
China News Service, Shanghai, November 9th (Reporter Liu Xu) Affected by the new crown pneumonia epidemic, masks have become a necessity in people's daily lives.
In the days of wearing masks, is people's consumption demand for beauty products as usual?
"2020 has been very challenging since the beginning of the year. But as the Chinese society resumes work and production, I am proud to say that L'Oréal China is the first to achieve a rebound, fast and safe. Our sales in the first quarter performed well and the second quarter accelerated growth. , Continue to maintain strong growth in the third quarter." L’Oréal China President and CEO Fei Bori said that in the first nine months of this year, L’Oréal’s sales in China increased by 20.8%.
"From a business perspective, China has achieved a strong rebound. I have to say that the beauty industry is extremely resilient in the face of various crises."
Exhibitors learn about the products at the Mengzhuang booth.
Photo by Liu Xu
"Under the epidemic, customers all over the world have been affected." Shiseido's global CEO Masahiko Utani bluntly stated that under the condition of quarantine and epidemic prevention at home, people have fewer opportunities to put on makeup. In addition, to prevent the new crown, especially in Asia, Dai The number of masks has increased a lot.
"In this case, people have fewer opportunities to use lipstick, and cosmetics sales are more severe." But at the same time, due to the home isolation policy, people's willingness and time to skin care have increased, and the performance of Shiseido's skin care products quickly recovered.
Kentaro Fujiwara, President of Shiseido China, said: "Due to the impact of the new crown, the situation in the first quarter (Shiseido China) was slightly difficult, but starting from the second quarter, thanks to e-commerce and live broadcast sales, Shiseido China took the lead in the Shiseido Group. A recovery was achieved, and sales in the second quarter increased by 9% compared to the previous year." Kentaro Fujiwara revealed that in the “post-epidemic era” survey, they found that customers are willing to spend on skin care products. At the same time, the focus on quality and effectiveness is also increasing. In the future, Shiseido will determine the core of its business as high-end skin care and beauty to respond to market demand.
Kao, also a Japanese beauty company, is also exploring customer spending trends during the epidemic.
Toru Nishiguchi, chairman and general manager of Kao (China) Investment Co., Ltd., told reporters that during the new crown pneumonia epidemic, people's daily life has undergone tremendous changes, and hygiene awareness has generally increased, and the demand for sanitary products has also increased.
Since the beginning of this year, Kao has actively introduced household cleaning and hygiene related products such as tableware cleaning, hand sanitizer, and kitchen and bathroom cleaning series to actively respond to consumer needs.
In addition, in the early stage of the epidemic, consumers had fewer opportunities to go out for shopping, and the frequency of using e-commerce for shopping increased.
Kao paid close attention to this trend in time, actively used online live broadcast to promote products, and carried out offline activities to link with online activities.
With the gradual return of physical store consumers, Kao is looking forward to further recovery in the offline market.
Exhibitors learned about the products at the Estée Lauder booth.
Photo by Liu Xu
In response to the consumer trend of new retail, Amorepacific Group from South Korea is also accelerating the digitalization process, seamlessly linking with Chinese consumers on mainstream e-commerce platforms such as Tmall and JD.com and emerging social platforms.
The continuous innovation of products and experiences is the key for beauty companies to meet consumer needs.
Gao Xiangqin, President of Amorepacific China, said that China is the most important overseas market of Amorepacific. The group will bring its new products including Sulwhasoo, Laneige, Dream Makeup, Innisfree, Ainobi, Heryan, Lu and other product lines to the Expo. , The new luxury skin care brand Shi Yanlu also ushered in its overseas debut at the CIIE.
"We hope to continue to bring new brand and product experiences to Chinese consumers to satisfy their unremitting pursuit of a better life."
During the third CIIE, the "2020 China's Good Consumer Trends Report" was released, releasing an important message to the world: China is transforming from a consumer power to a consumer power, and the consumption patterns of Chinese consumers are undergoing rapid changes, only to keep up Only by responding to new consumer trends can we succeed in the Chinese consumer market.
"Many people predict that China will become the world's largest cosmetics market in the near future. In the global economic downturn, the rapid recovery and growth of Shiseido's business in China has also confirmed this." Utani Masahiko said in cosmetics sales On the one hand, many new sales methods based on digital technology have been born in China.
"We are very much looking forward to the two-way, multi-form information exchange and mutual learning between China's domestic market and foreign markets to promote greater global development."
"Thanks to the increasingly mature aesthetic awareness of our Chinese consumers, Chinese consumers have become more and more powerful in the global beauty industry." Fan Jiayu, President of Estee Lauder Group China, said that the company will first consider Chinese consumers when introducing brands Preferences.
"In the future, we will continue to deepen the localization strategy, cultivate local talents, increase research and development in response to the needs of Chinese consumers, and continue to introduce brands and products they like to Chinese consumers, and promote them to the world, in a true sense. 'China's smart manufacturing, benefiting the world'." (End)