Key Insights - The offline cosmetics retail market in China is projected to reach 382.77 billion RMB in 2024, reflecting a year-on-year decline of 2.28% and accounting for 35.65% of the total cosmetics retail market [1][2] - The online cosmetics retail market is expected to grow to 691.05 billion RMB in 2024, with a year-on-year increase of 5.86%, representing 64.35% of the total market [2] Offline Channel Overview - The retail total for department stores and shopping centers is projected to be 147.18 billion RMB in 2024, down 8.8% year-on-year, while supermarkets are expected to see a retail total of 69.84 billion RMB, up 7% [3][4] - The cosmetics store channel is expected to generate 144.16 billion RMB, down 1.91%, and OTC pharmacy channels are projected to reach 2.17 billion RMB, down 4.4% [3][4] Market Share Trends - The market share of department stores and shopping centers in the total cosmetics retail market decreased from 15.41% in 2023 to 13.71% in 2024, while the cosmetics store channel remains stable at 13.42% [5][6] - The number of counters in department stores has sharply decreased from approximately 15,415 in 2019 to 9,502 in 2023, a reduction of 5,913 [6] Brand Performance - High-end brands dominate the department store channel, accounting for 86% of sales in 2023, while mass brands represent only 0.0037% [10][11] - The market share of European and American brands in department stores increased from 66.8% in 2021 to 74.3% in 2023, while Japanese and Korean brands have seen declines [12] Growth Drivers - The growth in department store cosmetics retail sales is primarily driven by lower-tier markets, with luxury brands opening counters in second and third-tier cities [13] Consumer Behavior Changes - The traditional cosmetics store model is facing challenges due to the rise of e-commerce, leading to a significant decline in foot traffic and sales [19] - Cross-industry retailing, such as clothing and accessory stores expanding into cosmetics, is becoming more prevalent, with some stores generating nearly 50% of their revenue from cosmetics [21] Future Trends - The cosmetics retail landscape is undergoing structural changes, with department stores focusing on high-end products while cosmetics stores innovate through light beauty services and new business models [46] - The OTC pharmacy channel is expected to grow, particularly for functional skincare products, as consumer trust in these products increases [40][42]
美妆线下零售，迎来关键时刻
3 6 Ke·2026-01-15 09:38