2024年1-8月美妆行业投诉洞察报告

Industry Overview - The Chinese cosmetics market size reached 5169 billion yuan in 2023, with a year-on-year growth of 6.4%, and is expected to grow to 5791 billion yuan by 2025 [2] - Consumer complaints in the cosmetics industry increased significantly, with 2766 complaints in 2023, a year-on-year increase of 159.72% [2] Complaint Volume and Trends - From January to August 2024, the total number of complaints in the cosmetics industry reached 30,800, with monthly complaints showing fluctuating growth [5] - August 2024 recorded the highest number of complaints, exceeding 5800 cases [5] Complaint Reasons and Demands - The main reasons for complaints include return/exchange issues, service problems, and counterfeit products, with over 16,000 cases each for return/exchange and service issues [5][6] - Counterfeit product complaints reached 6997 cases, while false advertising and logistics issues accounted for 6003 and 4413 cases respectively [5] - Specific industry-related issues such as allergic reactions and expired/defective products resulted in 2886 and 1597 complaints respectively [5] - Consumer demands primarily focus on refunds (19,900 cases) and compensation (16,000 cases), with additional non-material demands such as penalties, apologies, and product removal [6] Complaint Targets and Brands - E-commerce platforms are the primary targets of complaints, with Taobao/Ali, JD.com, and Pinduoduo receiving the most complaints at 4338, 4104, and 2951 cases respectively [8] - Among brands, Lancôme, Estée Lauder, and Chanel received the most direct complaints, with 1122, 1008, and over 500 cases respectively [9] - Chanel had a significant proportion of counterfeit-related complaints (25%), particularly involving fake perfumes (47%) and lip products (13%) [11] Complaint Handling and Satisfaction - The overall complaint resolution rate in the industry is 50%, with a response rate of 64% [13] - Platforms like Douyin, Watsons, and JD.com have higher resolution rates (over 70%), while Xianyu, Taobao/Ali, and Pinduoduo have lower response rates (76%, 72%, and 76% respectively) [13] - Watsons and Meituan performed well in terms of handling time and satisfaction, while Dewu had the longest average handling time (21.8 days) and lower satisfaction scores (3.02 out of 5) [14] Notable Incidents - The "Hema X Membership Store Selling Fake Lancôme" incident gained significant attention, with over 1400 mentions in April 2024 [17] - The "Pig Farm as a Production Base for Cheap Luxury Cosmetics" incident also drew widespread attention, with over 1800 mentions in April 2024 and a second peak in June 2024 with 5139 mentions [18][19] Conclusion - Counterfeit products remain a significant issue in the cosmetics industry, with major brands like Lancôme, Estée Lauder, and Chanel frequently involved in related complaints [20] - The industry faces challenges in improving complaint handling efficiency and consumer satisfaction, particularly on major e-commerce platforms [20]