Market Overview - The online market size for body cleansing and care reached 15.3 billion yuan in the first half of 2025, representing a year-on-year growth of 14%, and is expected to exceed 17 billion yuan in the first half of 2026 [6][7][8] - Body cleansing sales grew by 7% year-on-year, while body care sales increased by 19% in terms of revenue, with a 21% rise in volume [8][9] - The sales focus is shifting towards content e-commerce, with body cleansing sales on a specific content platform increasing from 32% to 41%, a year-on-year growth of 36% [10][11] Category Analysis - In the body cleansing category, shower gel accounts for nearly 70% of the market, with shower oil showing significant growth at 67% year-on-year [18][21] - The demand for nourishing and soothing products peaks in the autumn and winter seasons, indicating seasonal sales trends [14] - In body care, body lotion/cream exceeded 4 billion yuan in sales, growing by 22%, while hair removal cream and neck care saw growth rates of 36% and 34%, respectively [21][22] Brand and Pricing Dynamics - The brand landscape is characterized by a dominance of mass-market brands, with domestic brands in body cleansing increasing their market share from 49% to 76% and in body care from 52% to 65% [12][13] - There is a noticeable price differentiation, with high-price segments gaining traction in shelf e-commerce, while low-price segments are rapidly growing in content e-commerce [25][27] E-commerce Platform Trends - The report highlights a significant shift in sales channels, with content e-commerce gaining a larger share of the market, particularly in the body cleansing segment [10][11] - The average price of shower oil has decreased, indicating a competitive pricing strategy in the market [27][28] Data Quality Challenges - The industry faces challenges related to data cleaning due to inconsistent platform categories and SKU mixing, necessitating the establishment of a dedicated data cleaning library to enhance data quality for product innovation and strategy formulation [21]

Investment Rating - The report indicates a positive investment outlook for the body care industry, highlighting a recovery phase with a projected sales growth of 7% year-on-year on the Tmall platform in 2024 [7][21]. Core Insights - The Chinese body care market is experiencing a rebound starting in 2023, driven by increased consumer demand for high-quality and cost-effective domestic products [5][7]. - The market is characterized by a shift towards functional and experience-oriented products, with a notable rise in demand for body oils and soaps due to health and environmental concerns [12][19]. - Domestic brands are gaining market share, leveraging supply chain advantages and refined pricing strategies to stimulate consumer demand [21][16]. Industry Analysis - The body care market in China is recovering, with a significant increase in the number of buyers and purchase frequency, while overall prices are declining due to the rise of cost-effective domestic products [7][21]. - The market is projected to grow steadily, with core categories such as body lotion and hand cream forming the backbone of industry growth, while body oils and high-end products show strong market potential [21][16]. - The competitive landscape is evolving, with domestic brands outperforming foreign brands in growth rates, particularly in specialized efficacy and scenario innovation [16][21]. Consumption Trends - There is a notable increase in demand for specialized functions such as anti-aging and soothing, with basic moisturizing needs remaining stable [23][26]. - The price distribution of body care products shows a concentration under 100 yuan, while high-end products (above 150 yuan) are seeing increased demand [26][23]. - The trend towards gifting body care products is growing, particularly during holidays, with hand creams being a popular choice [38][59]. Consumer Insights - The primary consumer demographic for body care products consists of women aged 25-34, with younger consumers (18-24) showing a strong preference for body lotions and shower gels [42][63]. - Consumers prioritize scent and efficacy in their purchasing decisions, with a significant focus on the emotional value provided by fragrances [46][44]. - The interest in body care products is heightened during festive occasions, with consumers increasingly choosing these products as gifts [38][59]. Future Outlook - The body care market is expected to continue its recovery, with domestic brands capitalizing on functional ingredients and innovative scenarios [67]. - Product upgrades will focus on specialized functions for problem skin, with an emphasis on developing customized solutions for various skin concerns [68]. - Sustainability and digital experiences are anticipated to play a crucial role in shaping future consumer preferences and market strategies [68].