The Chinese Men's Cosmetic Market: Guangzhou, Hong Kong and ...

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Purchasing decision influence factors We can notice that the three most important purchasing factors are the features and benefits of the product, the brand name and the ingredients of the product. 10 29.71% 28.28% 42.75% 57.97% 53.62% 64.49% 71.01% 81.88% 56.52% 55.8% 60.14% 50.72% 50.72% 21.74% 19.57% 16.57% 4.35% 4.35% 7.25% 7.97% 9.42% 13.77% 19.57% 21.01% 22.46% 20.29% 26.81% 36.96% 34.06% 28.26% 24.64% 13.77% Cosmetic Usage Habits: 43.48% Ten percent of Chinese men are already using skin care products specifically made for them (L'Oreal). These customers typically live in urban areas. They are more educated and more knowledgeable than the average consumer about the benefits of those products. These consumers are mainly white-collar workers, entrepreneurs or people whose salaries are above the average (20minutes). They are looking for safe and quality products. Chinese men believe that using skin care products can give them a competitive edge for their jobs and can help them improve their social status. (Balfour) (China's male cosmetic market of Heuristics) The attitudes have changed about men who take care of their appearance. Chinese men don’t have any problem using these products (Tianyu).This new confidence comes from the desire to impress and to show their success. Nevertheless, they are often too embarrassed to buy the products themselves. Women account for about half of the male products purchases. (Li-chyun) In fact male products sell best when they’re sold with women’s cosmetics. In this way, men no longer have to borrow cosmetics products from their wives or girlfriends. Strong Not so strong No influence
11 Products used: 65 percent of Chinese men who use cosmetics are using skin-cleaning products, with milks and scrubs among the most popular among shoppers. However, while sales of moisturizers and lotions may be on the rise, few men are buying facial masks. They also are purchasing skin lotions, whitening agents, face cleansing cream, deodorant spray, mud masks and anti-aging beauty creams made especially for them. (Hays) However, the habits and products used are changing rapidly. The male cosmetics are a new market and the tastes are constantly changing. Innovation is the key to success in this market. Chinese men are ready to use more and more new products. Primary Research Primary research was conducted in order to supplement the data presented in this research. A survey was sent to 28 young people with an average age of 21 years old, the optimal age demographic for predicting future market behavior in the cosmetic industry. 20 of these young people were men and 8 women. The sample was drawn from youth with permanent residence in or originally from Guangzhou, Hong Kong, Macau, our target cities. We have summarized the results below. Within the survey population, in terms of products, the most common product men chose were moisturizing cream, shaving foam, hair style produts, deodorant, and cologne. The majority of men indicated that they normally buy men’s cosmetics by themselves, and they rarely buy it through their friends or family, or are given cosmetics as gifts. The average pocket money per month (in dollar) that our Chinese respondents have is about $560 dollars, and the average amount of money they would spend on cosmetic products per month is about $65 dollars, which is roughly 12 percent of their disposable income. The survey results show that men are more concerned about their appearances than ever before, and they believe cosmetic products will make them look younger. Especially in the business world, appearance is important in achieving success, and most of the students pointed out that they would be somewhat embarrassed if they were around people and did not look their best. Essentially, students use cosmetic products not only to boost up their confidence, but also for medical treatment purposes. In the men’s survey, 13 out of 20 students indicated cosmetic products were necessary in every aspect of life, and past experiences have significant impact on their decision of what brands they should purchase. Most of them would rather purchase cosmetic products through stores because it normally takes 2-3 days for delivery in China. Also, people want to try the products before purchasing them in order to avoid risk of purchasing poor quality products. Interestingly, we discovered that the men who are married or in a relationship tend to spend more money on cosmetic products than those who are single. From the women’s survey, responses showed that women expect men to use cosmetic products. Additionally, these women have indicated that it is normal for them to see men purchase cosmetic products at the store.
Page 1 and 2: Reported Provided to U.S. Commercia
Page 3 and 4: Abstract This paper focuses on expl
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Page 7 and 8: 3 times that of rural China (Nielso
Page 9: 675 million males in China falling
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Page 15 and 16: 15 Intellectual property rights Sin
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The Chinese Men's Cosmetic Market: Guangzhou, Hong Kong and ...

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