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

advertisements are translated differently into the Chinese culture. In order to convey the
correct message to a Chinese man, advertisements must possess attributes like
thoughtfulness, a sense of tradition, strong family values, a successful career, and a
personal sense of peacefulness and harmony. Advertising campaigns must understand
what is culturally accepted in the Chinese eyes. They can accomplish this by conducting
market research, which will help them figure out if their advertising campaigns will be
successful or not (Labbrand).
Conclusion
To conclude, China’s cosmetic market for men is in its growth stage, and for
those who can learn the ways of the culture and business practices in China, many
potential gains will come from riding this industry wave to maturity. In Mainland China,
Guangzhou has turned out to be one of the main players in the cosmetic industry, despite
not being as large or popular for Western businesses as cities such as Shanghai and
Beijing. China’s two special administrative regions, Hong Kong and Macau, have few
trade restrictions, making them ideal places for Western companies to use as a base for
importing their products into China and then conducting business from there into the
mainland.
The Chinese male market is partially this strong due to the fact that Chinese men
are re-evaluating their priorities in the fast-paced competitive lifestyle they find
themselves newly in. Now that completion for jobs and even wives is so high, men are
doing everything possible to get an edge—including investing in their appearance. No
longer are men who use cosmetics viewed as “unmanly”, rather they are just seen as
ambitious people who want to get ahead in the new China.
Fitting with a Chinese proverb, it must be said that nothing this great comes
without hard work. For companies who want to invest in their future in the Chinese male
cosmetics market, much research needs to be done, in order for China’s many rules and
regulations to be adhered. We hope that this paper has enabled some clarification and
helpful suggestions as to those regulations. Market research must also be carefully
conducted as more and more companies seek Chinese consumers for their male
cosmetics. Having a product that will appeal to the target market is essential in any
country, and perhaps even more so in China, where it seems that everything is available,
and everything has a cheaper counter-part. Again, we hope that this paper has provided
some relevant insights into the Chinese market.
In going forward we only suggest that companies start investing in China now:
relationships must be built and there is no time like the present for that. Now that China’s
men’s cosmetics market is just beginning its boom, Western companies can benefit from
being first to develop long lasting business relationships that will endure later entrants to
the market.
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