The development of the Chinese middle class has allowed its individuals to consume differently and gain self-confidence. This increase in confidence is necessary in the market as it directly correlates the growth of total market consumption.
**** The market for hair care **** has increased exponentially in recent years. Several factors justify this growth. The market has undergone a restructuring in terms of demand and consumption behavior, which has increased the frequency of purchasing this product segment and sophisticated its environment in terms of targeting, packaging, positioning, expectations.
Consumer adoption of products and the influence of consumer trends are important factors in market dynamics and growth as they contribute to anticipating these trends and to understanding the influence they can have on Behavior and consumer purchase decisions.
Market demand varies greatly according to the age bracket, so brands have the opportunity here to target different consumer targets according to their age in order to offer products that are consistent with their expectations.
The aging of the population is a key factor in the sale of colorations, while the styling segment is growing thanks to the target of young consumers. Young consumers now take more time for their beauty ritual and are looking for effective products for their hair care. A tendency to worship hair treatment is expected in the years to come.
This change in mentality on the market also foresees the development of natural products. Consumers are also no longer aware of the components that can be found in products.
This natural trend combined with the development of capillary routine, allows a renewed activity of the market by the sale of product with natural ingredients. In addition, international brands are particularly attractive to consumers because they convey an image of quality, safety and efficiency in China.
It is also worth noting the evolution of the beauty and hair care segment for Men, which is another growth vector segment in the market. The segment remains very small in terms of sales at the moment, however, Chinese men are taking more and more care of their appearance which contributes to the development of products dedicated to their needs.
E-commerce is a channel of distribution that is led to progress over time as it encounters a certain craze among Chinese people. Several factors justify the rise of digital and online commerce.
At first, the emergence of the Chinese middle class and its purchasing power led to the development of Internet sales. The growing development of smartphones and digital have made it possible to bring out new buyers. Chinese consumers are known for their anticipation in their purchasing acts. Upstream of any purchase, the research on the product, its satisfaction, its price are elements wanted by the individuals. The Internet greatly contributes to the development of their need and facilitates their purchasing process.
According to Mordorintelligence, social media will play an important role in branding brands. Chinese society is made in such a way that individuals truly trust each other. Recommendations, demonstrations, opinions, advice influence purchasing behavior and allow to convey a positive image or not of a product to the public opinion via blogs, forums, social networks etc.
The market for hair care is an attractive market for foreign brands wishing to develop their activities in the country. For this, the digital channel seems the most suitable and easiest format for undertaking a first commercialization. However, it is important to understand this universe that is totally different from our Western countries.
Visibility and reputation are key elements for the development of your business in China. As said before, the Chinese realize many researches on the internet before buying what they need. Having a website will improve your visibility.
The easiest and most effective way for foreign brands to sell in China is to go through cross-border sales platform. In this market, you will find three major players. Tmall Global, JD Worldwide and WeChat Store.
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