China has grown to be one of the biggest markets for fashion where female consumers are a significant force. There are over 80 thousand SKUs of cosmetics products, which makes it harder for consumers to pick up the most suitable products by themselves. In that regard, content recommendation becomes popular with Weitao (part of mobile Taobao), Xiaohongshu, and Weibo being the main channels.
58% of female consumers get cosmetics related information from e-commerce platforms and 45% from content communities, according to the data from Understand Female Customers in Fashion World.
Online celebrities promoted 26 of the top 100 cosmetics products. 54% of female consumers thought those products were proved right first to get recommendations.
After they decided which items of goods to buy, over 60% of female consumers can be significantly influenced by recommendations from acquaintances, especially for those in tier-1 cities (70% in proportion), friends or families' opinio...
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