중국 화장품 온라인 시장 분석- 타오바오(淘宝)와 징동(京东)을 중심으로
Analyzing the Current Situation of Chinese Cosmetics Online Market
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초록
Most media in Korea report that Chinese people like Korean cosmetics and buy a lot. This paper analyzes the current status of online cosmetics market in China and discusses which countries Chinese people are actually purchasing cosmetics products. The online market of Chinese cosmetics has seen growth trend since 2000s. KOTRA said that the Chinese cosmetics market grew 8.3% year-on-year to 63.6 billion in 2019 and that it is estimated to reach 81.3 billion in 2022. This paper analyzed the current status of cosmetics sales in Jingdong site and Taobao site, which are ranked on top two place. The sales of Jingdong and Taobao sites were very different. The products of Taobao site were mostly Chinese product and cheap, but the products of Jingdong site were many expensive foreign products. However, there were no Korean products except BB cream in the high ranks of Taobao and Jingdong sites. In fact, korean products’s sales in the online cosmetics market in China were not good except BB cream. What is interesting is that for lip stick, all of the good sales in the Jingdong site were expensive foreign products. When Korean products enter the Chinese online cosmetics market, it seems likely to be targeted as a lip stick product with brand power. In addition, this paper analyzed the advertising keywords of online market and analyzed how marketing is being done.
Abstract
Most media in Korea report that Chinese people like Korean cosmetics and buy a lot. This paper analyzes the current status of online cosmetics market in China and discusses which countries Chinese people are actually purchasing cosmetics products. The online market of Chinese cosmetics has seen growth trend since 2000s. KOTRA said that the Chinese cosmetics market grew 8.3% year-on-year to 63.6 billion in 2019 and that it is estimated to reach 81.3 billion in 2022. This paper analyzed the current status of cosmetics sales in Jingdong site and Taobao site, which are ranked on top two place. The sales of Jingdong and Taobao sites were very different. The products of Taobao site were mostly Chinese product and cheap, but the products of Jingdong site were many expensive foreign products. However, there were no Korean products except BB cream in the high ranks of Taobao and Jingdong sites. In fact, korean products’s sales in the online cosmetics market in China were not good except BB cream. What is interesting is that for lip stick, all of the good sales in the Jingdong site were expensive foreign products. When Korean products enter the Chinese online cosmetics market, it seems likely to be targeted as a lip stick product with brand power. In addition, this paper analyzed the advertising keywords of online market and analyzed how marketing is being done.
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