Grasp! The Beauty Of The Shopping Center Is Showing These Trends.

From the international beauty makeup to the domestic and international beauty make-up differences coexist; from the counters to the black technology retail stores; at the same time, the new beauty collection store, the beauty makeup self zone and so on, the shopping center beauty shop presents a new trend.

Yan value consumption era, to promote the development of cosmetics, on the other hand, cosmetics 100 billion market share, shopping centers competing for admission. According to CBE data, during the twenty-third CBE exhibition in 2018, the number of participants in department stores and shopping mall channels grew by 27.14% compared with the same period last year. With the 1990s, 95 or even 00, the number of participants in the shopping mall has gradually become the main consumer group in the city.

Take Shenzhen as an example, in 2019, including one square city, Yitian Holiday Plaza, Vientiane, Jin Guanghua square and Futian COCO Park and other city benchmarking shopping centers all joined in the competition of "Yan value economy", and the shopping mall, such as Hai Ya colorful city, coastal city, the Mixc and so on, also strengthened the beauty advantage on this basis. In 2020, the cosmetics category will still be one of the key directions of their adjustment.

Looking at the changes in the beauty market over the past few years, what changes have taken place in the layout of cosmetic products under the change of consumer groups and consumer behavior? What are the characteristics of cosmetics entering shopping centres?

　　 The trend of high-end is still continuing.

For the choice of brand, the beauty of shopping center presents a trend of high-end development. According to the 2019 cosmetics industry report, the attention of high-end brands jumped from 27.3% in 2014 to 42.8% in 2018. Since 2015, it has been growing at around 5% per year.

From the Shenzhen market, benchmarking shopping centers are overweight high-end beauty. Take Hai Ya colorful city as an example, the project is the largest and most complete shopping mall in Shenzhen, including 35 beauty brands, including CHANEL, Christian Dior, Lancome, ESTEE LAUDER and Burberry. Among these 35, 90% belong to the international first-line cosmetics brand, and according to it, the future choice of this category will still tend to be more high-end brands.

In addition to Hai Ya colorful city, Jin Guanghua square also said that in 2020, for the international first-line cosmetics brand is also attracting investment in succession, Maui industry will also introduce nearly 10 international luxury / first-line popular cosmetics / perfume brands in 2020, such as Burberry, Ou long, Gucci beauty, and so on.

From the brand data, L'OREAL group, Estee Lauder group and LVMH and CHANEL four high-end cosmetics companies occupy 70% of global sales. Nowadays, many luxury brands including Burberry, Hermes and so on have begun to enter the beauty business. The high-end market of beauty shops will continue.

　　 Seize the young market, high performance price ratio, national goods, beautiful makeup gradually "top"

Although the international high-end beauty brand is the primary choice of shopping centers, the rise of the national tide and the popularization of new channels of e-commerce have created a great opportunity for domestic beauty brands to attack, and the rise of domestic goods has been rising. According to the analysis, the market share of domestic goods will gradually increase.

Unlike international brands, the beauty of Chinese products is guided by high value and low price products. It links the elements of the new era, breaks the traditional brand image and category, and moves consumers through more attractive, younger and fashionable charm, and achieves dislocation competition with international brands. The high price, the high face value, the product function and the word-of-mouth evaluation, these characteristics also highly satisfy the young generation's sense of happiness for social conversation, personality and entertainment, and firmly occupy the young market.

Typical perfect diary, in January 2019, Guangzhou perfect Plaza entered the perfect diary of the world's first offline store. Then, Shenzhen shopping mall, such as Hai Ya colorful city and Shanghai global port, opened up the national beauty market and opened the first store in the city. In the next three years, the perfect diary also plans to set up 600 stores nationwide to create a national cosmetics brand.

But at present, the shopping center is willing to introduce some strong brands such as Lin Qingxuan, Mary de Jia and other strong brands with the topic degree.

But from the consumer side, China's younger generation of consumers' confidence in domestic products is gradually improving. According to the Research Report of Huaxing capital beauty industry, more than 70% online cosmetics market is now supported by the millennial generation such as 80 and 90, and Z generation has become the main force of beauty consumption. In order to occupy the young market and speed up the differentiation layout, shopping centers will also pay more and more attention to the beauty of Chinese products.

　　 Categories are increasingly subdivided.

From the perspective of consumer products, as consumers are becoming increasingly professional and increasingly demanding on cosmetics, subdivision products are becoming more and more concerned. At the same time, the major brands are also willing to take advantage of single product and explosive products to drive the brand's reputation and sales through a flagship product.

In 2019, Vientiane introduced the first Tiffany & Co. flagship store in Southern China, the main flavor of ladies' fragrance. The Vientiane shop also introduced the limited edition of Ms. Tiffany perfume snow ball and the white Fifth Avenue limited.

Fukuda coco park has also introduced the international high-end makeup brand, Guerlain boutique perfume shop.

Yitian Holiday Plaza and imperial Plaza introduce AIIMII. The brand focuses on creating fast hand makeup and combines various popular elements and colors to design and develop all kinds of convenient and creative hand makeup products.

　　 Scene refactoring beauty store using black technology to trigger new experience

From special counters to specialized stores, beauty stores are also constantly changing. With the rapid development of the Internet, the diversion of electricity supplier channels and changes in consumer demand, with experience and interaction as the incision, creating a new store image has become a new direction of beauty retailing.

Looking at the beauty shop, flagship store, concept store and Theme Store in Shenzhen shopping center, there are endless beauty shops. Such as: Fukuda COOC Park introduced the latest Dior image store in the world in 2019, and the latest image shop in GIVENCHY. Yitian Holiday Plaza introduced Lanc first me Lancome's first feature store in the world; Wanxiang introduced CHANEL cosmetics new image shop and NARS Shenzhen's first BOUTIQUE boutique concept store.

Compared with ordinary stores, flagship stores and concept stores are more experienced and interactive, which are more suitable for the new generation of consumers, and are also effective ways to avoid homogenization. Shopping centers are also more willing to introduce beauty shop.

And the beauty shop has another trend that can not be ignored is the use of black technology. It also accelerates the integration of the beauty line and the online store through the technology and energy store.

In 2019, one square city was upgraded to Southern China's first SEPHORA store. Compared with traditional stores, the store was integrated into "black technology". Nearly 2000 hot selling cosmetics products can be "virtual makeup", while the "cloud shelf" system is also installed, offline experience, online order.

MAC also opened the first new retail store in Shanghai in 2019. Compared to the traditional stores, the big difference is that the store has integrated many black technology, virtual test makeup, small program self service orders, shop two-dimensional code scanning to understand the corresponding intelligent purchase links such as single products and purchase, upgrading the shopping experience of consumers and creating panoramic immersive experience mode.

Whether it is a flagship store or a new retail store under the black technology, it is the building of the store under the beauty line, integrating social experience and scene experience as a whole, docking product selling points, triggering consumers' emotional resonance with immersive and personalized experience, and stimulating consumer desire. In the future, with the development of 5G technology, the use of black technology will be normalized in the beauty shop of shopping centers.

　　 Beauty stores capture the market

According to the data, from 2014 to 2018, the proportion of cosmetic stores in shopping centers increased from 2.5% to 7.6%, and some subdivision formats such as toiletries, men's care, beauty tools and so on, more rely on entering the beauty collection store to seize market share.

In addition to the earlier set up shops such as Si Lan Fu, Watsons, fox Xiao Yan and Yan Li, in the past two years, the one-stop makeup store with different consumption experience, represented by THE COLORIST coloring division and HARMAY plum, has become a popular form of shopping center.

In 2019, Futian COCO Park introduced the first THE COLORIST coloring division in Shenzhen, which is also a large pure color makeup store in China. It is closer to the needs of the new generation of young consumer groups, whether it is space color value or product category. The THE COLORIST toning division came out in October 2019, and in January 2020, the 20 city 50+ stores opened together.

"Storage beauty sanctuary" HARMAY plum started in Taobao, is the online high-end beauty shop, and behind the line. The goods under the store are displayed in warehouse style, and the visual design of the industrial wind shop is adopted. In the Sanlitun store, HARMAY accommodates more than 180 make-up and skin care brands, and customers can freely choose to buy them.

The new beauty collection store relies on large and cost-effective products, and meets the needs of consumers to punch cards, take pictures and experience through the innovation of stores. As a result, their appearance can arouse consumers' popularity and become a popular brand in shopping centers.

　　 Create "own brand" theme area of beauty makeup

In addition to betting beauty brands and introducing beauty stores, shopping centers also try to create specialized beauty makeup areas and create self-made beauty products lines. Similar to the theme block, the shopping mall self-assembled beauty gathering area pays attention to the experience and atmosphere, and introduces many beauty makeup brands in the special space, repackaging it, releasing the beauty value through the cluster effect. The difference is that the self dressing beauty zone weakens the brand personality to a certain extent, emphasizes the overall style, and realizes the new experience of consumers for cosmetic shopping.

For example, Liber located in high land. Beauty, thousands of square meters of semi open make-up space, including skin care, make-up, beauty, equipment, perfume, aromatherapy, hairdressing, beauty, beauty and other beauty related products, in addition to the introduction of fashion photography, leisure coffee bar and other functional space, is a beauty cosmetics retail, high-end beauty experience, leisure activities area, an organic combination of the station. Style beauty experience shopping platform and social space.

Golden Eagle International Group also set up its own independent business format, G BEAUTY, and entered its Golden Eagle Shopping Center. G. BEAUTY is committed to discovering, introducing and recommending all products related to beauty, and creating a cross life interest hall for beauty, health, life, art and coffee at home and abroad. The cosmetic industry includes not only the international first-line brands such as La Mer, Estee Lauder, Clinique, Guerlain, but also some small brands with high concern.

　　 epilogue

For the shopping center, the cosmetics industry has already played a pivotal role, and under the upgrading of consumption, the beauty industry has already broken through the 500 billion major points, and the huge prospect has promoted the shopping center to pay more attention to the beauty makeup. At the same time, under the iteration of consumer groups, the shopping center's attitude towards beauty makeup has gradually started to focus on the beauty makeup of new products from a single international brand, and from stores to stores to develop independent business lines. But in general, beauty will still be a big cake in shopping mall. How to divide food is to see its own way of operation.

For the cosmetic brand, it also needs the high flow of shopping centers. The transformation of traditional department stores makes shopping centers a place for most consumers to interact with. It is a beauty shop that emphasizes experience. It also needs to break the rules. It provides experience from simple commodities to the use of scenes and black Technology, so as to get the trust of consumers and consumers.