Be prepared for danger in times of peace.
Article｜Jian'an
Mature and stable Japanese cosmetics are being further sublimated in the Chinese market. An obvious phenomenon is that after the previous big promotion activities of Tmall ended, usually only Shiseido are regular customers on the sales list. Nowadays, the sub-categories have achieved multiple sales champions such as , Fuli Fangsi and KissMe. In short, Japanese cosmetics are showing great energy online. However, there are still hidden worries behind the more flowering of daily makeup.
ran out a number of subdivision kings online
Japanese cosmetics, known for their "rigorous, safe, and craftsman spirit", have always been favored by Chinese consumers. Even in 2020, which is plagued by the new crown epidemic, Japanese cosmetics will still maintain a high degree of popularity in the Chinese market. According to data from Japan’s Foreign Trade Organization, China’s imports of cosmetics from Japan in 2020 soared by more than 30% over the previous year, reaching approximately 27.841 billion yuan, surpassing South Korea, France, the United States and other major suppliers. Japan Become China's largest importer of cosmetics.
Chinese consumers prefer Japanese cosmetics, which is reflected in the actual consumption data. After a number of Tmall promotional activities in the past ended, usually only Shiseido ranked among the sales rankings. Nowadays, Japanese cosmetics are showing a trend of blooming, and many Japanese brands such as Fuli Fangsi, KissMe, KATE (Kaeduo) and other Japanese brands have emerged in the sub-categories. At the Tmall 618 promotion that ended this year, Fuli Fangsi became the sales champion of the cleansing category among the 26 beauty brands on Tmall.
▍Source: Published by Tmall
According to public information, Fuli Fangsi sold more than 1 million bottles during the Tmall 618 promotion, and the overall store increased by 37% year-on-year. And KissMe, which has an excellent reputation on social media such as Xiaohongshu and Douyin, also achieved the first in the eyeliner category and the first in the mascara and eyelash growth liquid category during the Tmall 618 promotion. .
Tmall’s 618 promotion also performed well in KATE, whose eyebrow powder became the second place on the 618 Tmall’s top eyebrow powder praise list after its sale. It has received nearly 7.6w praises in total. More than that, KATE White Tube Liquid Foundation also directly rushed to the first place in the 618 Tmall List Oil Skin Liquid Foundation Plus Purchase List. It is understood that the cumulative turnover of KATE's official flagship store during the 618 period exceeded 10 million yuan, and sales increased by 13% year-on-year.
Prior to this, KATE was once out of stock and caused constant questions from consumers. On May 10, the celebrity Pan Yurun Pan Yurun , who had 300w fans on the Douyin platform, brought KATE in the live broadcast room, and the popular color number of the brand's liquid foundation was sold out. After 4 days, due to the fact that the liquid foundation inventory in KATE's official flagship store could not meet the needs of fans, Pan Yurun apologized to consumers and said that he had urgently coordinated the brand to transfer products from Japan. To some extent, this reflects the Chinese consumers' pursuit of KATE.
Among them, Fuli Fangsi sits firmly in the top spot of "cleansing overlord". In addition to winning the first place in the cleansing category on Tmall 618 this time, according to data from 's business staff, Fulifangsi has sold a total of 8 million + units, ranking No. 1 in the Tmall double eleven cleansing category for 5 consecutive years. 1. Qingyan searched Xiaohongshu with Fulifangsi as the key word, and it showed that there are 80,000+ notes. It can be seen that Fuli Fangsi has a wide range of consumer appeal.
In fact, Japanese brands are also good at raising a certain category to a certain level. For example, Japanese brands such as Shiseido, Unicharm, Kobayashi Pharmaceuticals , Lion King, ATTENIR, etc., all have a best-selling explosive product in their respective fields.
Chinese local operators are indispensable
Of course, Japanese cosmetics can occupy a mainstream position in the Chinese market because they are actively seizing opportunities in China. As early as 11 years ago, the Chinese market served as the "white knight" of Japanese cosmetics. At that time, the global financial crisis hit the Japanese cosmetics industry severely. Xinhuanet reported thatFrom January to October 2009, Japanese cosmetics sales performance fell sharply by 8% year-on-year, and Shiseido's November shipments fell 9% year-on-year, showing negative growth for 14 consecutive months.
Faced with the severe situation in Japan, Japanese cosmetics giants have set their sights on China. In 2009, Shiseido, which has worked in department stores and CS channels for many years, its brands such as and 柏美 successively chose to open brand flagship stores on Chinese e-commerce platforms. In the same year, Kanebo accelerated its deployment in the Chinese market, and quickly updated its brand introduction and brand spokespersons. During the same period, Kose also accelerated its pace of entering China, and joined hands with Golden Eagle to deploy offline counters.
It is worth mentioning that Kanebo, which originally started late in the Chinese market, has since followed the pace of Shiseido step by step and has become a representative enterprise of the rise of Japanese cosmetics. Of course, Kanebo's success is inseparable from the unique operating philosophy of Chinese local operators. Take Fulifangsi as an example. In addition to its own product quality basis, the brand’s ability to achieve the status of online king is from “for sensitive skin” claiming to be advanced to “gentle cleansing with amino acids”, which shows that local operators have uniquely captured The gaps in this subdivision field have successfully achieved the subdivision gains the world.
At the same time, through all-round and multi-touch marketing coverage, Fulifangsi can reach Chinese consumers more accurately on platforms such as Xiaohongshu, Meiyou Womantong, Weibo Fantong, and Douyin. , Thus achieving a high conversion rate. To a certain extent, it is the Chinese local operators who broke the conservative marketing thinking of Japanese cosmetics in one fell swoop, and through more innovative and in line with the preferences of the younger generation of Chinese consumers, it is the real promotion of Fuli Fangsi as the representative. The explosion of Japanese cosmetics online. Moreover, local Chinese operators who are grounded are obviously more able to gain insight into the changes in the Chinese market and consumers in the first time.
hidden worries
However, even with the blessing of local Chinese operators, Japanese cosmetics have once again returned to the mainstream status to gain consumers’ favor.But they still hide many hidden worries.
First of all, Japanese companies are still in urgent need of multi-dimensional products to break the situation while following the law of business balance. As we all know, there are many century-old family businesses in Japan. They rely on ingenuity to achieve the ultimate in products and provide consumers with high-quality experiences. However, there is a view that achieving the ultimate in products usually allows Japanese brands to become champions in a single field, but it also creates a ceiling for the category. In the long run, if there is no exclusive technological blessing or continuous product innovation breakthroughs, it will easily lead to a situation where both prosperity and prosperity are lost.
Similarly, the fragrance of wine is also afraid of deep alleys, and the brand is also afraid of no one asks. For a long time, Japanese cosmetics have been criticized by marketing conservatives. To some extent, in the Chinese market where there is no shortage of goods and the Internet is super-developed, if a company does not focus on systematic communication close to Chinese consumers, it will be overwhelmed by the marketing materials of other competitors in the market. Consumers’ impressions of a brand are usually the result of multiple channels and multiple precise touches. Failure to do certain details may affect consumers’ evaluation of the brand. And the "black technology" made good by domestic brands such as A-alcohol, hyaluronic acid, nicotinamide , and so on, makes Japanese cosmetics even more sour.
In addition, the signs of the rise of Chinese local brands are obvious. The huge energy displayed in price, channels, and innovation capabilities has given Japanese cosmetics a distraction in the mass market. Typical examples are Shiseido Group who chose to sell at the beginning of this year. Shanke and other well-known popular brands. On August 26, Shiseido Group announced again that it had sold its three brands, BareMinerals, Buxom and Laura mercier, to the private equity firm Advent Internationa for US$700 million (approximately RMB 4.5 billion). Intriguingly, the day before the American makeup brand Laura Mercier was sold, it just announced its entry into the Chinese market on its official Weibo.
▍Picture cut from Laura Mercier's Sina Weibo
Perhaps it stems from the increasing market challenges and the appearance of some abnormalities in Japanese cosmetics. An industry veteran pointed out that"Authorized Japanese brand products have different prices on different e-commerce platforms. In addition, the supply chain of goods has not been standardized before."
Although the industry has not specified which Japanese brand it is, according to Qingyan The investigation found that the Fuli Fangsi Cleansing Cream with the same registration number has inconsistent selling prices on the two major e-commerce platforms of Tmall and JD.com. As shown in the figure, the 100g of Fuli Fangsi Cleansing Cream is priced at 150 yuan and 130 yuan on Tmall and JD respectively. Among them, the price of Jingdong fans is only 120 yuan.
▍Jingdong on the top, Tmall on the bottom, the interception time is the afternoon of August 30th
Even, there are many shops on JD. The price is less than 120 yuan, and the minimum is only 105 yuan to buy this Face wash cream.
▍Picture cut from Jingdong
In this regard, the customer service of the official flagship store of Fuli Fangsi Tmall said, "The situation of different channels is not well understood, but the official stores authorized by the brand party, including counters, must follow the unified sales regulations of the brand. “Prices.” The above-mentioned industry veterans believe that “the price of products is inconsistent and it is easy for consumers to feel buying confusion. In the long run, consumers will naturally begin to distrust the brand. Kanebo should be vigilant about this and avoid a good brand. Decline.”
In essence, poor retail price control can easily cause irreversible effects on the brand. For example, Kose's brand Sekkisei was once popular among Chinese tourists to Japan. In 2015, "Sekkisei" contributed 6.5% of Kose's overall sales. However, the same bottle of "Sekkisei" 200ml lotion was priced at 380 yuan in China at that time, but buying the same "Sekkisei" lotion in Japan was about half the price in China. As a result, Japan's "Sekkisei" is selling well, while China's "Sekkisei" is not selling well. Nowadays, as the number of Chinese tourists to Japan has dropped sharply, Sekkisei is no longer the same as Gaoguang Moment.
Generally speaking, Japanese cosmetics, which are affected by the decline in tourists to Japan and the global epidemic, rely on Chinese local operators to help them achieve outstanding online results. However, we still need to be vigilant. The more the recovery period, the more we can't lose our way. We must withstand all kinds of temptations in the market, and we must work with local Chinese operators to consolidate a more stable market position.
The first conference in the second half of the year, the China Cosmetics Trends Conference, click here to grab tickets to the site! China Cosmetics Trend Conference
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