认识中国的化妆品市场

Lesson1CosmeticMarketOverview化妆品市场概况Task1China’sCosmeticMarket任务一：认识中国的化妆品市场课前回顾与预习1.Howmanytypesofconsumermarketsdoyouknow?2.Howmanykindsofcosmeticproductsarethereinthemarket?3.Whichcosmeticmarketdoyouthinkhasthemostpotentialandthefast-growingtrendinChina?Why?ThinkingandTalking:1PART1[MarketOverview市场概况]3Part3【SalesChannels销售渠道】2Part2【MarketCompetition市场竞争】1PART1[MarketOverview市场概况]3Part3【SalesChannels销售渠道】2Part2【MarketCompetition市场竞争】01Part1MarketOverviewChina’scosmeticssectorhasbeengrowingatafastpaceinrecentyears,intandemwith

therapiddevelopmentoftheeconomy.AccordingtoEuromonitor,retailsalesofskincareproductsinChinareachedRMB212.2billionin2018,whilesalesofmake-upproductstotalledRMB42.8billion,representingyear-on-yeargrowthof13.2%and24.3%respectively.Thetablebelowshowshowretailsalesofcosmeticproductsbywholesale

andretailenterprisesaboveadesignatedscalehavegrownsince2013.Table1：TheRetailSalesofCosmeticProductsfrom2013to2018Source:NationalBureauofStatisticsofChinasector部分；pace速度；intandemwith同；economy经济;retailsales零售额;billion十亿；total全部的；year-on-yeargrowth同比增长；respectively分别的；wholesale批发；enterprise企业；designatedscale指定的范围CONTENT1[Para1

文章阅读]01CONTENT

2[KeyWords&Phrases重点单词和短语]retailsalesn.零售销售额RetailSalesAssistant零售店员RetailStoreSalesRepresentative门店导购retailpriceretailstoreretailer零售价零售商店零售商Part1MarketOverview01CONTENT

2[KeyWords&Phrases重点单词和短语]wholesalen.批发adj.批发的；大规模的adv.大规模地；以批发方式v.批发；经营批发业wholesalemarketwholesalepricewholesalebusinesswholesaler批发市场批发价格批发业务批发商Hedoeswholesalebusiness,whilehisbrotherisengagedinretailbusiness.他经营批发生意，他弟弟则经营零售生意。Part1MarketOverview01CONTENT

2[KeyWords&Phrases重点单词和短语]Skincareproductsn.护肤产品Johnson&JohnsonChinaalsoproducesskincareproducts.强生中国也生产护肤品。Accordingtothecompany'sfigures,skincareproductstakethebiggestmarketshareinthelocaltopendcosmeticsmarket.根据该公司的数据，护肤品在当地高端化妆品市场占有最大的市场份额。Part1MarketOverview01CONTENT

2[KeyWords&Phrases重点单词和短语]Make-upproductsn.彩妆产品Make-upconsistsofthingssuchaslipstick,eyeshadow,andpowderwhichsomewomenputontheirfacestomakethemselveslookmoreattractiveorwhichactorsusetochangeorimprovetheirappearance.化妆品包括口红、眼影和化妆粉，一些女性会把这些东西涂在脸上，让自己看起来更有吸引力，或者演员会用这些东西来改变或改善自己的外貌。Part1MarketOverview01CONTENT

3[SentenceParsing句子解析]Part1MarketOverviewChina’scosmeticssector

hasbeen

growingatafastspaceinrecentyears,intandemwiththerapiddevelopmentoftheeconomy.AccordingtoEuromonitor,retailsalesofskincareproductsinChina

reachedRMB212.2billionin2018,whilesalesofmake-upproducts

totalledRMB42.8billion,representingyear-on-yeargrowthof13.2%and24.3%respectively.Thetablebelow

showshowretailsalesofcosmeticproductsbywholesaleandretailenterprisesaboveadesignatedscalehavegrownsince2013.译文：近年来，随着经济的快速发展，中国的化妆品行业一直在快速增长。根据欧睿信息咨询公司的数据，2018年中国护肤品零售额达到2122亿元人民币，化妆品销售额为428亿元人民币，同比分别增长13.2%和24.3%。下表显示了2013年以来规模以上批发零售企业化妆品零售销售额的增长情况。：01Part1MarketOverviewCONTENT

4[「Para2-11

文章阅读]ThecurrentstructureofChina’sconsumermarketofcosmeticproductsisasfollows:Skincareproducts:thefastest-growingsector*inthecosmeticsmarket.Shampoosandhair-careproducts:amarketniche*becomingsaturated*,seeinggrowthdecelerating*.Make-upproducts:thismarketfarfromsaturated,particularlyforenhancementitems,suchascolourcorrecting(CC)andblemishbalm(BB)cream.Salesofeyemake-upproductshaverecordedsignificantgrowthinrecentyears.Productsforchildren:salesofproductsdesignedforusebychildrencontinuetosoar*.Sunscreenproducts:thesehelpensuresaleswillnotslowdown*duringtraditionallyquietseasons*.Anti-agingproducts:cosmeticproductsthathelpconsumersstaylookingyouthfulandfightagingareincreasinglypopular.Sportscosmetics:manyconsumerswholovesportsandfitnesspursuits*arekeentolookgoodaswell.Theyusesportscosmeticsthathelppreventmoisturelossandareanti-odour*,anti-sweat,anti-bacteria,packagedincompact,portablesizes.Cosmeceuticals*:consumersareincreasinglyawareofproductsthatcombinecosmeticandpharmaceutical*features,suchasspotlighteningcream*,acne*treatmentlotionandacneointment.Green/naturalcosmetics:thesecontainnaturalornutritionalingredients,suchasaloeandvitamins.01CONTENT

5[KeyWords

有关产品的词汇]Part1MarketOverviewcosmeticproductsSkincareproductscosmeticsmarketShampooshair-careproductsMake-upproductscolourcorrecting(CC)blemishbalm(BB)creameyemake-upproductsProductsforchildrenSunscreenproductsAnti-agingproductsSportscosmeticsmoistureanti-odouranti-sweatanti-bacteriaCosmeceuticalscreamlotionGreen/naturalcosmeticsnaturalnutritionalingredientsvitamins化妆品护肤品化妆品市场洗发水护发产品化妆产品色彩校正(CC)遮瑕(BB)霜眼妆产品儿童产品防晒产品抗衰老产品运动化妆品水分，保湿防异味抗汗抗菌药妆品霜乳液绿色/天然的化妆品自然营养的成分维生素01Part1MarketOverviewCONTENT

6[SentenceParsing句子解析]1.MarketOverviewThecurrentstructureofChina’sconsumermarketofcosmeticproductsisasfollows:Skincareproducts:thefastest-growingsector*inthecosmeticsmarket.Shampoosandhair-careproducts:amarketniche*becomingsaturated*,seeinggrowthdecelerating*.Make-upproducts:thismarketfarfromsaturated,particularlyforenhancementitems,suchascolourcorrecting(CC)andblemishbalm(BB)cream.Salesofeyemake-upproducts

haverecordedsignificantgrowthinrecentyears.译文：中国化妆品消费市场的目前结构如下:护肤品:化妆品市场中增长最快的行业。洗发水和护发产品:一个正在饱和的市场，增长正在减速。彩妆产品:这个市场还远远没有饱和，特别是对于改进产品，如CC霜和BB霜。近年来，眼部彩妆产品的销售有了显著增长。01Part1MarketOverviewCONTENT

6[SentenceParsing句子解析]Productsforchildren:salesofproductsdesignedforusebychildrencontinuetosoar*.Sunscreenproducts:thesehelpensuresaleswillnotslowdown*duringtraditionallyquietseasons.Anti-agingproducts:cosmeticproductsthathelpconsumersstaylookingyouthfulandfightagingareincreasinglypopular.Sportscosmetics:manyconsumerswholovesportsandfitnesspursuits*arekeentolookgoodaswell.Theyusesportscosmeticsthathelppreventmoisturelossandareanti-odour,anti-sweat,anti-bacteria,packagedincompact,portablesizes.儿童用品:专为儿童设计的产品销量持续飙升。防晒产品:这有助于确保在传统的淡季里，销售不会放缓。抗衰老产品:帮助消费者保持年轻和抗衰老的化妆品越来越受欢迎。运动化妆品:许多喜欢运动和健身的消费者也渴望看起来漂亮。他们使用运动化妆品，帮助保持水分，防异味，防汗，抗菌，包装紧凑，便携式大小。01Part1MarketOverviewCONTENT

6[SentenceParsing句子解析]Cosmeceuticals*:consumersareincreasinglyawareofproductsthatcombinecosmeticandpharmaceutical*features,suchasspotlighteningcream*,acne*treatmentlotionandacneointment.Green/naturalcosmetics:thesecontainnaturalornutritionalingredients,suchasaloeandvitamins.药妆品:消费者越来越多地认识到将化妆品和药物功能结合在一起的产品，如祛斑霜、痤疮治疗乳液和痤疮膏。绿色/天然化妆品:含有天然或营养成分，如芦荟和维生素。1PART1[MarketOverview市场概况]3Part3【SalesChannels销售渠道】2Part2【MarketCompetition市场竞争】01Part2MarketCompetitionCONTENT1

[Para1-2

文章阅读]Accordingtostatistics*fromthe

NationalMedicalProductsAdministration(NMPA)*,whichisnowunderthe

StateAdministrationforMarketRegulation(SAMR)*,therewere4,933enterprisesqualifiedtoproducecosmeticsinChinaattheendofJune2019.Domesticbrandsaremostlyconcentrated*inthemid-tolow-endmarketsegments*,whilejointventures*andenterpriseswithforeigninvestmentdominate*thehigh-endsegment.Becauseoftherapiddevelopmentofdomesticcosmeticscompanies,domesticbrands’marketshare*isgraduallygrowingandcreatingincreasingcompetitionwiththeirforeigncounterparts.Domesticcosmeticsbrandshavebeenactiveinimage-building*inrecentyears–forexample,promotingmarine-based*skincareproducts,naturalplant-basedskincareproductsandmodernChineseherbalskincareproducts.Theirreputation*isontherisebothathomeandabroad.statistics统计数据；NationalMedicalProductsAdministration(NMPA)国家药品监督管理局；StateAdministrationforMarketRegulation(SAMR)国家市场监督管理总局；concentrate集中;segment部分;jointventures合资企业;dominate控制,支配;marketshare市场占有率,市场份额;counterpart对手；image-building形象塑造；marine海洋；reputation声望01CONTENT

2[KeyWords&Phrases重点单词和短语]Part2MarketCompetitionDomesticadj.家庭的；国内的；家用的；喜爱家庭生活的；驯养的n.佣人；家庭纠纷；国产货domesticpricedomesticflightdomesticmarketdomesticdemandexpanddomesticdemanddomesticsalegrossdomesticproduct(GDP)国内价格国内航班国内市场国内需求扩大内需内销国内生产总值01CONTENT

2[KeyWords&Phrases重点单词和短语]Part2MarketCompetitionEnterprise英/ˈentəpraɪz/美/ˈentərpraɪz/n.企业；事业；进取心；事业心enterprisecultureenterprisemanagementprivateenterpriseforeignenterprisestateenterprisejointventureenterpriseexportenterpriseenterprisegroupleadingenterprise企业文化企业管理民营企业；私营企业外资企业；国外企业国营企业合资企业出口企业企业集团龙头企业venture/ˈventʃə(r)/n.冒险旅行；（有风险的）企业v.敢于冒险；小心地说（或做）；冒着失去……的风险venturecapitalfirmsventureonjointventure风险投资公司冒险，鼓起勇气前进合资企业

重点词汇01CONTENT

3[SentenceParsing句子解析]Part2MarketCompetitionAccordingtostatisticsfromthe

NationalMedicalProductsAdministration(NMPA),whichisnowunderthe

StateAdministrationforMarketRegulation(SAMR),therewere4,933enterprisesqualifiedtoproducecosmeticsinChinaattheendofJune2019.Domesticbrandsaremostlyconcentratedinthemid-tolow-endmarketsegments,whilejointventuresandenterpriseswithforeigninvestmentdominatethehigh-endsegment.据目前隶属于国家市场监督管理总局(SAMR)的国家药品监督管理局(NMPA)统计，截至2019年6月底，中国有4933家企业具备化妆品生产资质。国内品牌大多集中在中低端市场，而合资企业和外商投资企业则占据高端市场。01CONTENT

3[SentenceParsing句子解析]Part2MarketCompetition随着国内化妆品公司的快速发展，国内品牌的市场份额逐渐增大，与国外品牌的竞争也越来越激烈。近年来，国内的化妆品品牌一直在积极塑造形象，例如，推广海洋护肤品、天然植物护肤品和现代中草药护肤品。他们在国内外的声誉都在提高。Becauseoftherapiddevelopmentofdomesticcosmeticscompanies,domesticbrands’marketshareisgraduallygrowingandcreatingincreasingcompetitionwiththeirforeigncounterparts.Domesticcosmeticsbrandshavebeenactiveinimage-buildinginrecentyears–forexample,promotingmarine-basedskincareproducts,naturalplant-basedskincareproductsandmodernChineseherbalskincareproducts.Theirreputationisontherisebothathomeandabroad.1PART1[MarketOverview市场概况]3Part3【SalesChannels销售渠道】2Part2【MarketCompetition市场竞争】03Part3SalesChannelsCONTENT1

[Text

Reading

文章阅读]Themainsaleschannelsforcosmeticsonthemainlandinclude

integratede-commerceplatforms,wholesalemarkets,supermarketsanddepartmentstores,dedicatedcounters,specialtychainstores,drugstores,beautyparloursanddirectselling.Integratede-commerceplatforms,departmentstoresandspecialtystores

arenowthetopthreesaleschannels.

化妆品在内地的主要销售渠道包括综合电子商务平台、批发市场、超市和百货商店、专柜、专业连锁店、药店、美容院和直销。综合电商平台、百货店、专卖店是目前的三大销售渠道。03Part3SalesChannelsCONTENT1

[Text

Reading

文章阅读]The‘dedicatedcounter’

isamajortraditionalsaleschannelforcosmetics,adoptedbymostworld-renownedbrands.Dedicatedcounters

playahugeroleinbrands’imagebuilding.Accordingto

iiMediaResearch,brandandword-of-mouth*

arethetwofactors[thatmainlandconsumerscareaboutmost][whenbuyingcosmetics].Topglobalbrandssuchas

Lancôme,EstéeLauder,Chanel

and

Dior

dominatethesalesofcosmeticsthroughdedicatedcountersonthemainland.Onlyafewdomesticbrands,suchas

Herborist,areabletocompetewiththesegiants*.“专柜”是化妆品的主要传统销售渠道，被世界上大多数知名品牌所采用。专柜在品牌形象塑造中发挥着巨大的作用。根据艾媒调查，品牌和口碑是大陆消费者在购买化妆品时最关心的两个因素。兰蔻、雅诗兰黛、香奈儿和迪奥等全球顶级品牌通过中国大陆的专柜主导化妆品销售。只有一些本土品牌，如佰草集，能够与这些巨头竞争。03Part3SalesChannelsCONTENT1

[Text

Reading

文章阅读]Somebrands

expandtheirbusinessbyopeningspecialtystores*-mainlydirectlyoperatedspecialtystoreandfranchisestore*formats.Manymulti-national*cosmeticsgiantspreferdirectly-operatedspecialtystores,inwhichtheycandisplaybrandimagebetter,ensurequalityofserviceandenforceunified*,stablepricing.Franchisechainstores,however,aregenerallyregardedtobethemosteffectiveformat,involvingtheleastinputandachievingthehighestrateofsuccess.一些品牌通过开设专卖店来拓展业务——主要是直营店和特许经营店。许多跨国化妆品巨头更喜欢直营店，这样可以更好地展示品牌形象，保证服务质量，实行统一、稳定的价格。然而，特许经营连锁店通常被认为是最有效的模式，投入最少，成功率最高。03Part3SalesChannelsCONTENT1

[Text

Reading

文章阅读]Directselling

isawayoftradingcosmeticproductsthroughdistributors’personalnetworks.Directsellingcompanies

rewarddistributorsdependingonthequantityofgoodssoldthroughtheirnetworks.

Avon

wasthefirstbrandtolaunchadirect-sellingpilotprogramme[afterthe

RegulationsfortheAdministrationofDirectSelling

wereintroducedin2005].Direct-sellinglicences

werelatergrantedtoAmway,Perfect,Longrich

andothers.直销是通过分销商的个人网络进行化妆品交易的一种方式。直销公司根据通过其网络销售的商品数量对分销商进行奖励。2005年直销管理条例出台后，雅芳是第一个开展直销试点的品牌。后来，直销牌照被授予安利、完美、隆力奇等。03Part3SalesChannelsCONTENT1

[Text

Reading

文章阅读]Sellingcosmeticsthroughdrugstoreshasbecome