Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The baby and children's products market is experiencing significant growth potential due to improved fertility policies and increasing online consumption trends, with a focus on quality and refined needs [14][19] - The Douyin platform shows a substantial increase in sales and engagement for baby products, indicating a strong market entry opportunity for brands [19][21] - The market is characterized by a shift towards live streaming as a primary sales channel, with a notable increase in the effectiveness of product cards and influencer promotions [25][29] Summary by Sections Market Overview - The online retail transaction scale for maternal and infant products in China has shown a consistent upward trend, maintaining a double-digit growth rate despite a slight slowdown in recent years [14][15] - The market is transitioning from scale expansion to a focus on meeting refined and quality demands [14] Consumer Demographics - The primary consumer group for baby products consists of women aged 31-40, with a notable increase in male participation in purchasing decisions [35] - Three-tier cities show strong purchasing power, accounting for 23.4% of the consumer base [35] Sales Performance - From January to May 2025, sales heat and transaction heat for baby products on Douyin increased by 51.8% and 49.1% respectively, indicating a growing willingness among parents to purchase baby products online [19][21] - The sales channels are dominated by live streaming, which accounts for over half of the sales, with a significant year-on-year increase in the effectiveness of product cards [25][29] Product Category Insights - The baby diaper segment shows stable sales, with disposable diapers making up nearly half of the sales, while pull-up pants are also experiencing significant growth [42][44] - The baby bathing market is led by baby shampoo, which saw a sales heat increase of 108.9% and a sales volume increase of 100.8% [61][62] - The baby skincare market is growing rapidly, with children's lotions and creams leading in sales, while children's essence water has seen a remarkable increase of 177.3% [86][87] Brand Dynamics - The market is characterized by high brand concentration, with the top five brands in the baby bathing segment holding a concentration of 72.12% [67] - The competitive landscape is evolving, with brands focusing on product differentiation through innovative ingredients and targeted marketing strategies [47][56]

Market Size and Growth Characteristics - The sensitive skin market is expected to show robust growth in 2024, with sales increasing by 35% year-on-year and volume by 34%, indicating strong market potential [1][21][22] - Monthly data indicates higher growth rates in January, May, and October, likely influenced by seasonal changes and promotional activities [1][21] - The expansion of market size is attributed to increased consumer awareness regarding sensitive skin care, with market voice growing by 11% year-on-year, although interaction volume has decreased by 40%, suggesting a need for brands to optimize marketing strategies to enhance user engagement [1][22] User Profile and Demand Insights - The primary users of sensitive skin products are women aged 24-40, accounting for 72.34%, predominantly located in first and second-tier cities such as Guangzhou, Chongqing, and Beijing [2][24] - Core pain points for users include redness repair (39.82% search share) and barrier repair (31%), with a significant demand for differentiated skin care based on skin type [2][28] - Emerging trends in efficacy focus on anti-wrinkle and anti-aging (antioxidant voice +91.7%) and "skin-nourishing brightening" (nourishing voice +72.1%), while the demand for oil control and acne treatment is shifting towards "oil control and acne prevention" (pore tightening voice +175%) [2][32] Beauty and Personal Care Market Performance - The beauty category dominates the market, accounting for 82% of sales, with facial masks, lotions/creams, serums, and facial care sets being core categories [3][42] - The fastest-growing segment is cleansing products, with a growth rate of 79.91%, while brands like 温博士, 赫莲娜, and 可复美 lead the market [3][42] - In the personal care category, hair care accounts for 50%, with body care (body lotions/creams) growing at 74.98%. Brands like 潘婷 and 赛逸 are performing well in the hair care market [3][42] Future Trends and Market Outlook - The sensitive skin market is projected to continue expanding, reaching 30 billion yuan in 2023 and potentially growing to 40.39 billion yuan by 2028, driven by factors such as increased environmental pollution and rising demand for safe, effective products [4] - Future development will focus on three main innovations: 1. Ingredients and technology: Combining natural plant extracts (e.g., chamomile, green tea) with biotechnology (e.g., nano-encapsulation technology) to enhance repair precision [4] 2. Products and services: Deepening customized skin care (e.g., targeted care for mixed skin) and expanding special scenarios (e.g., pregnancy care, outdoor protection) [4] 3. Emotion and experience: Enhancing user enjoyment through aromatherapy (e.g., essential oil rollers, aromatherapy washes) and convenient forms (e.g., sprays, rollers) [4] Brand Strategy and Marketing Opportunities - Brands need to seize social media marketing opportunities by optimizing content strategies based on data from platforms like Douyin, while reinforcing the perception of "gentle, safe, and professional" products to address market competition and evolving consumer demands [5]

2025年 中国护肤品细分矩阵深度解构 精简护肤趋势下，局部专护成新增长点 概览标签：护肤品、面部护理、身体护理 China skincare product subdivision matrix deconstruction 中国のスキンケア製品のセグメンテーションマトリックスの深層分析 报告提供的任何内容（包括但不限于数据、文字、图表、图像等）均系头豹研究院独有的高度机密性文件（在报告中另 行标明出处者除外）。 ，任何人不得以任何方式擅自复制、再造、传播、出版、引用、改 编、汇编本报告内容，若有违反上述约定的行为发生，头豹研究院保留采取法律措施、追究相关人员责任的权利。头豹 研究院开展的所有商业活动均使用"头豹研究院"或"头豹"的商号、商标，头豹研究院无任何前述名称之外的其他分支机构 ，也未授权或聘用其他任何第三方代表头豹研究院开展商业活动。 头豹研究院 1 行业研读 | 2025/04 中国：护肤品 ◼ 研究背景 护肤品大致可分为面部护理和身体护理两 类，各部位护理涉及的品牌众多。为深入 了解各护肤品品牌在细分赛道的竞争情况， 本报告梳理了各部位护理的消费现状、主 要参与者以及发展趋势，旨在为各品牌的 ...