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'Girl power': Tmall releases new study on behaviours of female consumers in China


By Shawn Lim | Reporter, Asia Pacific

March 5, 2018 | 3 min read

Alibaba’s Tmall, its consumer ecommerce platform for global and domestic brands and retailers in China, has released a report on the growing beauty demands and the female consumer trends in China.


The insights and trends were based on a report jointly published by Tmall and Kantar Worldpanel,

The key finding that the report found was that China remains a key market for both global and domestic beauty brands, and still offers extremely high levels of demand.

In addition, it found that there was a growing demand for more products with unique characteristics, which helped to drive the growth in niche brands, as well as demand for Korean natural hair products, French cosmetics and domestic herbal skincare.

However, the report said that over half of the sales in skincare products went to Chinese domestic brands, compared to over half of the sales in cosmetics which went to international brands. The reason, it said, was that female consumers are increasingly more sophisticated in China and more aware of their appearance than ever, as reflected in the marked increase in their consumption of clothing, cosmetics and accessories.

Individuals were willing to make multiple and repeat purchases, showing the potential the market presents to brands, as over three million female users bought more than five lipsticks in the past year before March 2018, while over 350,000 female users bought more than 12 handbags.

The insights and trends were based on a report jointly published by Tmall and Kantar Worldpanel, based on consumption analysis on 40,000 Chinese households and over 30,000 female consumers during 2015-2017.

Tmall also announced a partnership with the Renault Sport Formula One team last time month, which will see its logo displayed prominently on the Renault R.S. 18 F1 challenger.

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