Why is China makeup popular in Japan？
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Xinhua News Agency, Tokyo, September 11th-In recent years, China’s cosmetic products have a strong sales momentum in the Japanese market, and the number of cosmetics imported from China has increased rapidly. Industry professionals and experts believe that the popularity of China makeup in Japan is closely related to the popularity of Chinese makeup in Japan, and it also reflects the upgrading of innovation ability of China enterprises and the transformation from "Made in China" to "Created in China". However, some people in the industry believe that in order to become an evergreen tree in the Japanese cosmetics market, China enterprises need to have a deeper understanding of the Japanese market and carefully cultivate their brands.
The sales volume of China cosmetics in Japan has increased significantly.
People in the Japanese beauty industry said that about three years ago, China’s beauty products began to be popular in Japan, and the sales volume rose rapidly. Compared with European, American and Korean brands, China cosmetics brand has not entered the Japanese market for a long time, but its growth rate is outstanding and its development momentum is further enhanced.
This is the perfect diary eye shadow tray that was shot in LOFT Shopping Mall in Ginza, Tokyo, Japan on July 30th. Xinhua News Agency reporter Zhong Yashe
According to the statistics of Japan Cosmetics Import Association, in 2022, Japan’s cosmetic products imported from China increased by nearly 44% compared with the previous year, reaching a total of 10.4 billion yen (1 US dollar is about 145 yen). In the first half of this year, Japanese imports of cosmetics from China increased by about 45% year-on-year to about 6.1 billion yen. Among them, the import value of eye makeup products reached 3.4 billion yen, a year-on-year increase of more than 51%.
China makeup brand Xinmu and you have sold more than 430,000 pieces of lip mud since they entered Japan in 2020. Yang Qian, president of Lizhi Co., Ltd., who is in charge of selling your products in Japan, told Xinhua that the company’s sales target in 2023 is more than double that of last year.
Toyotomi, a girl in her twenties in Tokyo, bought an eye shadow tray of China’s make-up brand Perfect Diary in a shopping mall in Ginza. She told Xinhua News Agency: "I feel that the advertising model is very cute, and I can’t help but want to try a beautiful and bright Chinese makeup."
The popularity of Chinese makeup promotes cultural exchanges.
In recent years, a number of China cosmetics brands won a huge customer base in China domestic market soon after their birth, and many brands turned their eyes to overseas markets. According to the data of the General Administration of Customs of China, the export of beauty cosmetics and toiletries in China in the first half of this year reached US$ 3.03 billion, a year-on-year increase of 23.7%.
On July 30th, customers photographed at LOFT Shopping Mall in Ginza, Tokyo, bought China cosmetics. Xinhua News Agency reporter Zhong Yashe
"Gorgeous", "Bright colors" and "Full gas field after makeup" … Japanese women who have used China make-up products commented on their impression of Chinese makeup.
The Economist recently published an article entitled "Japanese young people want to dress up as China stars", saying that Japanese beauty masters are now pursuing Chinese makeup, while in the past, the fashion trend usually blew from Japan to China.
In 2019, the Chinese makeup craze began to rise in Japan. Nowadays, more and more young Japanese women like Chinese makeup with clear outline, thick eyebrows and red lips, which makes Japanese fashion culture richer and more diverse.
Japanese beauty blogger "Between Deer" has topped the video sharing website, and the China net red makeup teaching video has gained more than 1 million views.
Japanese beauty blogger "Between Deer" has topped the video sharing website, and the China net red makeup teaching video has gained more than 1 million views. Japan’s "Daily News" quoted her comment in the report: Chinese makeup expresses women’s strength and confidence, which is very novel in Japan.
Zhao Junhuai, director of the Japanese Department of the School of Foreign Languages, Tianjin University of Science and Technology, said that the popularity of Chinese makeup in Japan is a strong proof of friendly exchanges between the people. This trend and trend will undoubtedly narrow the emotional and psychological distance and have a positive impact on the in-depth exchanges between the two peoples.
The Nikkei Asia website commented that the popularity of Chinese makeup in Japan shows that the younger generation can always embrace foreign cultures and trends, which is worth learning for everyone.
Deeply rooted in the Japanese market has a long way to go.
Excellent China manufacturing, careful market research, and precise planning and layout make China cosmetic products favored in the Japanese market, and China cosmetic brand gained a good reputation in the Japanese market. However, many insiders said that China’s beauty brand still has a long way to go to become an evergreen tree in the Japanese market.
Considering that Japanese people tend to shop offline, most China cosmetics brands adopt offline-oriented and online-oriented marketing methods in Japan. Yang Qian said that Xinmu and your brand have settled in 818 stores all over Japan, and also settled in shopping websites such as Amazon. In addition, the color numbers of Heart Desire and Your Lip Mud sold in Japan are specially selected for Japanese consumers, and the target customers are female consumers around the age of 20.
Video screenshot
Ji Li, the Asia-Pacific marketing director of China STAR DESIGN Company, told reporters that because of the low repurchase rate of cosmetics, China brands want to achieve long-term development in the Japanese market, and they need to take advantage of the popularity of cosmetics to launch skin care products and win a stable customer base.
Yoshida, a senior professional engaged in cosmetics wholesale, will think that if China Cosmetics Company wants to develop smoothly in Japan, it should first deeply understand the business habits of the Japanese market when launching new products, and make sufficient preparations for market research; Secondly, we should pay attention to publicity, and the publicity effect will greatly affect product sales. He said that China cosmetics enterprises should be determined to "brand out to sea" in order to deeply take root in the Japanese market. (Reporter: Zhong Ya; Video: Liu Yinnuo (intern); Editor: Chen Dan, Ma Xiao, Wang Shen, Ouyang Wei, Xu Chao, Yu Maofeng, Deng Qian, Li Jie, Fu Yunwei, Ling Shuo, Wang Fengfeng)
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