Coty swallowed Ding Jiayi, Unilever won Sally, U.S. was listed on the market, plus Unilever’s operation and rumored wins Ya Tao, Procter & Gamble’s Beiersdorf, and L'Oréal’s acquisition of Avon. In and out, you can fully reflect the magnificent Japanese market in 2010. The blue leather book released by China Cosmetics Network further shows that the domestic daily chemical market has increased by an average of 23.8% in recent years, and the fastest year has even reached 42%. Last year, sales are expected to reach 206.8 billion, an increase of 10.9%.

At the same time, we see that the field of cosmeceuticals, men's makeup and make-up is particularly exciting in 2010, and it is expected to accumulate in 2011. Cosmetics franchise stores and online shopping have become the most sought-after channels. Although they are still unable to compete with Supermarket, they will certainly set off a bigger wave this year.

Last year, daily sales exceeded 200 billion U.S. dollars. The information released by Guangdong Food and Drug Administration last week showed that during the 11th five-year period, the total output value of the Guangdong pharmaceutical and cosmetics industry doubled. It is expected that the output value of medical devices, health foods and cosmetics industry will be ranked in 2010. The first in the country, where the total output value of the cosmetics industry is about 120 billion, accounting for 70% of the country. The data obtained by the China National Cosmetics Network’s National Bureau of Statistics and the China National Business Information Center show that although the financial crisis has impacted the physical industry, the impact on daily chemical production has been delayed, but the sales growth rate of the domestic daily chemical industry in 2008 is still It reached 10.48%, with sales of 171.2 billion yuan, an increase of 8.39% in 2009, and is expected to be between 10% and 11% in 2010. It is expected that the industry's average compound growth rate will remain at around 10% in the next three years.

From the perspective of market segments, the industry blue book stated that compared with 2009, the proportion of the cosmetics market has increased significantly in the past year, and the proportions of the washing, oral cleaning and paper products markets have declined slightly. The specific impact of the financial crisis on different segments of the market, which makes the growth rate of skin care products down by nearly 30%, can be described as a huge impact; color makeup reduced by 15%, but benefited from the average annual growth of more than 20% in the past three years The existence of the original base number and “lipstick effect” is still at a high growth stage in the next three years; the impact on hair care and washing products is not significant, and the decrease in growth is controlled within 10%; the oral hygiene products are mainly affected Export business, domestic market development also has little effect.

Li Danyang, a daily chemical expert, said that the sales of shampoo and hair products were higher than those of cosmetics a few years ago, but as the economy grew, the forces of the two reversed. The industry blue book data further shows that due to the saturation of the urban market capacity and the cultivation of the township market can not be followed up in a timely manner, this shift has led to a decline in the market share of washing and oral hygiene. In terms of sales, the share of skin care products, make-up products and fragrance products reached 35.66%, 18.73% and 8.43%, respectively, while hair care and hair care products were reduced to 24.65% and 12.53%, respectively. Asia-Pacific PH PC Consulting Co., Ltd. General Manager Gu Jun said that this year will continue to maintain this trend to continue the white-hot competition in the washing industry in 2010, the market share has not risen, the price has been declining, sales have naturally decreased, and the field is relatively mature Brand seizures have been completed. The cosmetics market has more new products and new brands, which directly leads to the expansion of the market.

“According to my observations, the growth rate of makeup is the most striking. From 2009, only two of the billions have grown to five in 2010, and the growth rate has exceeded 50%, which will become the biggest bright spot in 2011.” Real Marketing General Manager Feng Jianjun told this reporter. The industry blue book also stated that the saturation of most industry segments is relatively high and the rebound is not obvious, only a slight increase. However, the fragrance market reflects the release of consumer desires, but due to the strong brand awareness and brand culture, it is not possible to accelerate in the short-term. The second is that the makeup market shows stronger operability, and the share of market share is expected to be re-implemented. Li Danyang agrees that on the whole, it is expected that the growth rate of makeup will be greater than skin care products this year, and skin care products will be greater than the wash care products. "Men and children's skin care products are also expected to become areas of concern."

Cosmetics franchise stores accounted for 33.6% of sales

“In the context of inflation and price increase in 2011, consumer enthusiasm will be somewhat inhibited, and the higher the concentration of the cosmetics market, the more the keynote will be focused on price adjustment and promotion.” Gu Jun thinks so. In all price-related battles, apart from the firmness of the brand itself, the channel has become a recognized subversive force.

“Cosmetic franchise stores occupy an increasingly important position in the daily chemical market and will set off a new wave of enclosures in 2011.” Digital experts all said. This year, Watsons will finally realize the “100 City Thousand Stores” strategy launched in 2009. The Guerlain people will “accelerate the launch of 10,000 stores in 10 years” and the Songshima is expected to reach 500, and expect to achieve in 5 years. Continued growth of more than 300%. "Guerlain people have exceeded 1 billion in retail sales last year and this year will increase the direct confrontation with Watsons." Feng Jianjun said that the second and third line cosmetics franchise stores will also launch franchises in 2011, and the overall number of cosmetic franchise stores will erupt again. The industry blue book data shows that despite Shang Chao’s 48.9% share in last year, cosmetic franchise stores have seized 33.6% of the market and become a force that cannot be overlooked.

What can't be ignored is that online shopping has become another contender for traditional channels. Although the proportion of online purchases in the Blue Book accounted for only 7.9%, the characteristics of the daily chemical products have made it the industry ranked third in sales revenue in the 450 billion online shopping scale. Estee Lauder, L'Oréal, Procter & Gamble, and Unilever have put their eyes on the Internet, and local brands have sold more than 100 million yuan in their online stores. However, Feng Jianjun and Li Danyang believe that online shopping has always failed to meet consumer demand for product experience, atmosphere, and services. It cannot replace real high-end consumption. As the fourth channel, it is in the lead-in period and the overall competition is not yet clear. Gu Jun emphasized that if the online shopping form is used to influence the price system, it will definitely endanger the interests of the distributors. Therefore, the future trend is that online shopping and traditional channels may introduce different products. “However, this also requires consumers to gradually accept the process. ”

Viewpoint In 2011, the upsurge of listing and acquisitions Given the continued involvement of capital in the Japanese market in 2010, the industry’s circulation in 2011 was that local companies either went public or sold. According to Feng Jianjun, the United States has successfully landed Hong Kong stocks in September last year, becoming the sixth listed company in China's daily chemical industry, and both affordable herbal medicine and Guangzhou local brand Meifubao have reported the listing this year. "In 2004, U.S.-based U.S.-Million Co., Ltd., which started with 4 million U.S. dollars, ranks first in sales of domestic facial masks, and ranks second in sales of Watsons's home-grown brands, with a market share of 15.1%. It is estimated that sales will exceed 700 million U.S. dollars last year. The next day of the listing of the chemical industry has made a good start."

In fact, in addition to listing, or will set off a wave of third wave of acquisitions is also a hot topic in the daily chemical industry. Gu Jun and Li Danyang both stated that most of the acquisitions were made only after the adjustment of their business strategies. At present, the general market pattern has been set, and it is difficult to have a disruptive effect. “In the future, acquisitions will become a normal state, but there are not many companies worth acquiring.” Feng Jianjun also believes that funds can really promote the rapid development of enterprises, but the key is still the improvement of their own systems, can not become a leader in market segments, even if there is no successor funding.