Eye on China: how the beauty market is developing

 Due to the diversity in consumer groups across a large geographical area and a variety of different income celling’s in China, has led to the emergence of Cbeauty. Unlike K-beauty and J-beauty which is led by global players such as Shiseido, KAO, Amorepacific and LG, and an extremely hard and expensive market to operate in, Cbeauty, on the other hand, offers space, opportunity, and riches for, multinational, local and overseas brands. C-beauty operates on multiple platforms such as E-commerce such as Alibaba, M-Commerce such as WeChat as well as traditional brick and mortar shops such as “New Century Global Center, Chengdu” which is the biggest mall (and biggest building) in the world.2 

In China, the skin care market alone is expected to be worth CNY250 Billion (AUD$50 Billion) by 2022.  So, with such diversity and a large growing market, China offers an opportunity for Australian brands to explore. In this paper, we will explore what Chinese consumers are looking for, how to export without the gruelling regulatory process, what social media is best for China as well as some of the latest trends in the beauty industry and how to exploit these opportunities. 1, 6 

What are the Chinese consumers’ priorities