中国化妆品市场 国外化妆品占据主导地位原因浅析

美国杂志《福布斯》2014年4月9日报道，中国化妆品市场是仅次于北美和日本的世界第三大化妆品市场。据（（2015—2019年中国护肤品行业投资分析及前景预测报告》显示，2014年上半年．化妆品零售收入达到886亿元，同比增长10％。截至2013年底，全国有正式注册的化妆品生产企业3400余家．品牌上万个，行内品牌化竞争格局已经形成，市场细分化相当厉害，不同的消费层次均有强势品牌覆盖。“JewishBusi—nessNews”网站2013年4月7日报道称据不完全统计在中国化妆品市场一些国际品牌占有约80％的市场份额，大部分是进入中国市场的世界前50强的国际品牌化妆品公司，其中包括¨Oreal（欧莱雅）、Shiseido（资生堂）及Esteelauder（雅诗兰黛）等。可见，国外化妆品占据中国中高端市场，争取了市场大部分份额及利润，而国内大型化妆品企业则占据城市中低端市场。因此在中国化妆品市场占据主导地位的仍是国外化妆品。针对中国化妆品市场国外化妆品占据主导地位这一现象，本论文从企业本身、政治经济与文化传承、消费者需求三大角度分析此现象产生的原因．并做了相关的消费者调查。

The US magazine Forbes reported that China＇ s cos- metics market is the world＇ s third largest cosmetics market after North America and Japan on April 9, 2014. According to the report of China＇ s cosmetics industry investment anal- ysis and prospect forecast on 2015- 2019, in the first half of 2014, cos- metics retail revenue reached 88.6 billion Yuan which is rose by about 20% from last year. By the end of 2013, the country has registered more than 3400 production enter- prises of cosmetics and thousands of brands. The competition pattern of industry brand has been formed,market segmentation is quite severe, and different consumption levels are covered in a strong brand. ＂Jewish Business News ＂web site reported on April 7, 2023 that according to incomplete statistics some interna- tional brand in Chinese cosmetics market have taken 80% of the market share, most of them are the world＇ s top 50 international brand cosmetics companies which include L＇ Oreal, Shiseido, Estee lauder, etc. So, foreign cosmetics take the most of the mar- ket share and profit by occupying the high-end market in China while the Chinese cosmetics companies just have the low-end market. Therefore, the foreign cosmetics are dominant in Chinese cosmetics market. According to this phenomenon, we analyze from the enterprise, politics, economic and cultural inheritance, consumer＇ s de- mand, and do the related consumer survey.