Digitally Native Beauty in China: Brand Monitor
To be Published 2nd Quarter 2020
Base Year: 2019
Regional Coverage: China
Independent beauty brands, also called indies, are the most sought-after brands by cosmetics marketers and retailers alike. Digitally native brands, often indies themselves, are the newest industry disruptors. Emerging with a flare for consumer experience and control over their own distribution, these brands are often found on Tmall, JD, and Xiaohongshu.com. Our monitor will identify these disruptors and assess the factors that make them resonate with consumers including positioning, product assortment, marketing activity, and Internet platform selection.
Our report will answer the following questions about digitally native brands in China:
- What marketing strategies do these digitally nativebrands use to differentiate themselves?
- Which product categories do these indies dominate?
- Who are the most influential key opinion leaders in this space, and what roles do they play in making these brands a success?
- Role of digital natives in the Chinese beauty market
- Lessons learned
- Key success factors
- Common strategies
- Future outlook
Brand profiles of 20 select brands (see Table 1) that
will include the following:
- Brand equity and positioning
- Company overview and profile of founders
- Description of product portfolio and pricing
- Hero product
- Marketing activity – focus on digital influencer/KOL strategy
- Go-to market strategy
- Retail distribution and expansion strategies
- Brand sales for 2019
* Subject to charter subscriber input
Scope & Benefits
Digitally Native Beauty in China: Brand Monitor will identify and profile 20 brands that we consider to be industry disruptors.
- Geographically, our research will focus on China.
- The category scope will encompass all beauty and personal care products, with a focus on makeup and skin care.
- The channel scope will be those brands born on the Internet.
This report will provide pertinent information on the most compelling indie brands that are helping to shape today’s beauty industry in China. While these brands may be small in terms of sales value today, they have the potential to become tomorrow’s multi-million dollar brands.
- A view of the independent brands that are outpacing beauty industry growth in the categories in which they compete
- An understanding of which products and concepts resonate with today’s Chinese consumers
- The identification of concepts that may have traction in other parts of the world