- (소비자) 90허우 젊은 층의 부상, 크로스오버 쇼퍼 증가 -
- (상품) 립스틱 등 색조화장품이 대세 -
□ 중국 뷰티 시장규모
ㅇ 중국의 뷰티 시장규모는 미국에 이어 세계 2위
- 지난해 중국 뷰티 시장 규모는 535억 달러, 5년 전인 2012년에 비해 45% 성장
ㅇ 2022년까지 시장 규모가 704억 달러에 달할 전망(Euromonitor)
- 중국 소비자들의 기초 및 색조화장품에 대한 관심도가 지속적으로 상승하는 반면, 화장품 소비수준이 아직 선진국의 1/8~1/6 수준인 38달러로 시장 잠재성이 충분함.
- 유럽, 미국과 일본의 2017년 1인당 화장품 소비액은 모두 200달러 이상, 특히 일본은 300달러에 육박하는 수준임.
2017년 1인당 화장품 소비 비교
![](data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAA9EAAAF5CAYAAACY4KnZAAAAAXNSR0IArs4c6QAAAARnQU1BAACxjwv8YQUAAAAJcEhZcwAADsMAAA7DAcdvqGQAACtqSURBVHhe7d09kDNZfS/gMzci3BBnkOFpBTjDkRciyJaqV7OmbmCochWQmcwkSCIwEIEjoMpVkNyCHb1VLJFxwuIIQgL1gDOcERKSze3Tp1ujbx1ppJ6W5nm2ekcj9XxIfV5N//p/Pm4eKwEAAADY6/80HwEAAIA9hGgAAADIJEQDAABAJiEaAAAAMgnRAAAAkEmIBgAAgExCND1XhsngJtzc3IVpcw8ca3p3PW3pmp4LAMAlEaJfsZc4CS8ng+pnxp+7sA0mVVTuRvr5gzDp6gc2zvVzs79vOQmD1dc9Yxt0/UJdiZdqZwAAnJ8QfcEuqhLVhLjBOITx7DE8PrbbLIyr/+Jjdwc+kfT8c7YzvUbTuw0/K27HhaeNFxg2bYe+UFExCrP5a34fhvV944X7qm02DkW8f3g/v282qu85ufmxO/gCSl7PhFP+2zhbO9vafha2Y441AABnJURvOJHdWX1bq+jlB6bt1alpuFv6ntu2fgbm/VW36vlV6bmsott9FZqXc1kRRlWovq9S3fTumPAZv+dCENy4NaHx1BbC5vK2+hzzFKPZ0veJr0k0vF/83tXWPnC021DE368sw0O6I3ko60BbFLfp87Opfm79g4sw/mCUgntftBd71hriGdrZ1vYTt8PbrOo3AEA3XnGIbipaGyo95bg6Gd1UIYuBuw6Di8owrr7P3m6v1cn5++OXOrttq3fL20mKXDnPazqtw//wfnswGI5iFbR6LScqb8lT0Dx9pi3Cbf09q+Oy8HKX9Q8swvDNmWNt+TZMY5MphuHcP+ow6WJPGM/OVoE/p3gR5n4Y34/6ebENAOBaXESIfu/bvz5q26WcvB9S9iuWuxe3XVrLcXh/KRhXJ9hN6iyqk+x2/9k4nWyX48n2E9eN4XvRrirXLDQ/YmcI3S1Ve1e/97MLmnufVzKtk9qeMFi8CcP4PKsgt+/7vazcXgPNdvR47+p1qL+wrMJtfcdJ3dal6Phyt79dGd7Wyfa2eizdcy7l22l6Tap/Y326ZjK9i+FzGEYXGKBb6T3i6b0KAIDTe6WV6DYwxAC90vU2jh1t0mU5fTsPQOWkCcnD+6UqVar+xFvTMFmrRm+vdueah/3q5z479J7M85/Xy0q9B+ZB96DnkdOtd2GbHdlduane1zertrfaspZlPJ+VYQuDpvdA3euivm/QXFRavkhw8onFVnouHNeF/wyq3ysG+mI8OvJC1SbPaWfHGoZRvOo2rZ5PH15XAIAr9EpDdFvl21J1Gw7XTqQf0hdUD62fYqeuyNUp80rJMAaENi8U4/t5RTnbPHBUwe1ZCfq03bkPfV6p6rmnotp28b29PS50HmSl98Gxr211fDbPeP3cYFgdr7pEOwzj+OLurdhmPJ+d42+3b6ft1lw9r/djz4X2941V0350P55O0u912q7sJ2pnByreDKufXL2uhkYAAJzFKw3RbTVxS/foKu0t5712fGoVrjd9QVGF8fhxU1fkJrzMRocPbE0n9tW3f3Z17AzduQ94XsUo/f6pu+xmbYgZj573TLvRXJRoxs+uv65NBfLIqxRt74PYNXeU8dpdhviapYsvw/u290f8d9h0P37RCbGaseFdj9HeMKnh0/aM490OjVjozQAAwOm84onFtmvD67AKMOmcuq1c77Ey23E9q/IzqpypkNS/MZqHP68qLNVjzTeFpRRIY958Clen0ATdU4SSFYtd7DdVauPzqKvzVUg6OEe3vQ+KcUjXE9peCNVrd8T46uxls/Ztz1nLu67YxwCdKrPLTSdd0GovPOR3H1/udr66HfS6N2GzGL5p/r0f4vntbG329cWterG2LbG1/TkW4U1K0eniAAAAJyVEr4ihoz45nYeYBUWRKs5rmiWDTujZVejVMbAvPUCyWad4XqWd/25VuKr+S481+x5kW5h6P4QPFgPJsZOyrSvS1Nb1a7zpdX3q7r46mdrKc19LQTEoNxX5xaWfYlhvunUPDkzlq8tmrW3Ni744Wd7G7aix3U8V+7LuubD9IkkdJGexsp9C//6n2fYm2bwd0pbSrORxJMGuZ9h9O2ttC9m7nmPbRp8mjgMA4FSE6AUxQKcJl2Ll9CXXr20rSDlV6C0n99Ph0gl3X5bs2RgIjnytd1bwjlyrOUsMhE2CeZqY62lLATBWXVd/hx1jZOtqbapibqrIF6MP5tXtvq4XvihVT58ukGT1XGgutCxWXw+8ZnCUNN/B9tnjX6ydPcdt9XyqD6vzNAAA8HxCdCOetM8D9Nax0svdtZ9kdvfO9DQT+PoEZ4sWT+5TRlmozuWElheQwtHLhcBUmT1B8GnGhC8uQRY9VXQP/BnNrPDx6zcfujiuPf6sHe3zGM3zOPVFlnnbPOYCyfy1PbZ3wiHa+Q5O62Tt7Ll6v2QcAMDlEaKbSm5d8Spi1WxTQMnsrr21u/ch2uW3qiyxcRYzdtk1Bvg8XdrbcBtvjsMHz0lNVXhcDbPLzyd2E3/qeRCfT3ZY2zqT+L7tHBN+td28nzHO+gUcPr68/z0GAAA43CsP0TGQNCe6sfq1tWpWheM6HW+ZqKedzfsUyzO1Sz1VUV6GjtqZxXdXX9uAMxjfbhkrex9um67XLz4+PMO5ns/esc8LWz0O++q1/7b32zu+fGHrTUeQU7wnAQCw5BWH6KcAXQeLPWe9aa3j6qs2pOj5JGDbBlUe4qFM1bk9XblPIXW5Pf1ESF2LgbPuil93A972fFJX93iY4zjms4y1jRN/1RXI5e3Qn9Wb5/NKZK1j3rHlGbmP6A3QvI+c5D0JAIAlrzZEz9fd3dCFdpN2rePqC5cqfzHwpABzmqWo2pmCnfzmSxNDVUcgo3Tf7nPsrMVthXh5G4RytF6NbLdDq5JdPp/LtWVCvWY75KJC9kzWKzPe79oO+fnLgTlt0+FiGzp8bHXejOMAABzjdYbo+RrMlZ0nxotjGofNer3Vly/MyJwmI6sevT9NRbcNUE5+8+3qJbCq3efY13dbl95Dg/IuXT6fy9N278/ZMv9NNr0+yunbrDHau2frXtz2/Py6p8Gmr3tue2rnVTAkBADgLKoTttfnfvgYn/r+bfh433zJ3Gz8WMWVhX2Kx/GseWyn2eO42Ld/zj6bVSfdC7/TIduG53iQw37n8/ye7e+wa7/7xypP1PsUh764JzAbF9XPPrStnPD5rLXb3K3LtrhhK8bVq3E66Xdbf03T/Xuea/O+UYXoXtj2XObHui+/KADAlbmJ/6tODOEKxFmf4wzWzaerYuWvSh6X44TPJ87OPRiHMJ5lL2eVxmbHL+nBUk0nErtO3003LBOW8/rEXisHDj6P8y2cevmwfa7xuAEA9IkQDVDZGrAvSpow8eEFwjsAwGshRAPULj+AXseFAACAfnvl60QDtNLkgXHiwEtYS3xVWimgCOOZAA0AcE4q0QAAAJBJJRoAAAAyCdEAAABsF1cpublZ2nYNf4vDzJb3vws71ziJK6Us7T8IfR5dpzs3AAAAG+xZcrUYh9lsFJ6mZN29//D+Mayu0JqW59z8BZv27wOVaAAAANaUk/ebQBwnL30Msf5ab7NxCs7lOLy/UDJ+2j8F4Pn+TRKe3q1WpKdh0nxBMZ7N95+NUyxf378fhGgAAABWlOHtNAbcGKBnYWkF0GIUZk0wLqdvqz3rW83+GyrIw/smGFehebGf9nSaQnJ8fOEHFKNZ8/XV4z1M0UI0AAAAKx5CWefd23C7GKBbw+HKsprt/tX9yw/UijfDunr9FLqr2w8P9ceiuK0/Lrot0g99eFgI3T0hRAMAALBiGO7r7tX3K2G5UT5UsfkIVdJuv664TeG5rL7XqoeUyMPtxgT/soRoAAAADjKdjOuK8nDUTix2G1LxuArXm4rH1Z1rd7fV7Ond0mzfcbKxu9TPe2NV+6UJ0QAAAGSbh9xiHEbzkFuEN8O6w3YYD1aWqIpLZKVUvCJWu1Oluxw/LYuVZut+eqxvhGgAAACyPC1JVYXcpeWtqhg9+iCkibVjkF5Y9zkG6GIY6oy9opxMtszA3c9JxSIhGgAAgL2md/uqxEUYzdbXdq6Xr1oJ3NFSIG+Xw4pbs4RW/fOWStr9IEQDAACwwzTc3dzMu3DP9nSzXlojutrS8lXN7N1FEZrpxBaW0Fr5fnEJrSZIL87m3RdCNAAAAFvEAH2XulwP7zdWlLO0a0Lf3jZf34bqYXiz6RsWb1L374XZvPtCiAYAAGCDpwBdd8le7ae9Ina/jmOg1+cQK8Nkku4crk63XU7D202l5vJtqAvVPSREAwAAsGZ691SBTl2yd2sD8vzrGtO7QaiHPi/N5t0uX7VhNu8Y3gdpCa35Mlg9cvMYO6kDAABAq5yEQRtkd1qcZKwMkyoQ14F5TRz7PAvLWXyhq/hG/VzmSiUaAACAZQ9lRoBetXl27jQZ2WqAjtKs3Bt7icfx1z1dJ1olGgAAADKpRAMAAEAmIRoAAAAyCdEAAACQSYgGAACATEI0AAAAZBKiAQAAIJMQDQAAAJmEaAAAAMgkRAMAAEAmIRoAAAAyCdEAANCl6V24ublZ2gaTsnlwkzJMBsv739xNm8c2OXR/4BBCNAAAdKIJtxsCbTkehJvBpNpjRTkJg5tBGK8+EIP4KfYHDiZEAwBAB8rJ+024LcJ49hgeH5ttNq7uiTuMw/tLFekqdL8/TsG3GIdZu//jfRjWDz93f+AYQjQAAJxdGd5OY4CNAXoWRnVqbhSjMLuvY24op29TCI6mkxS6YyCejVLQrg3D/Sn2B44iRAMAwNk9hLJOr7fhdjFAt4bDVC1eMJ2mbt/D0WIgbgzvmyr202OH7g8cR4gGAC7fuSdqqseZLu4/CHrFcphhuF/sWr2qfKhi9qIyPNR3FKG4re/Y49D9gWMJ0QDABetgoqb6/mac6VwZxtXP3R3UId90ktrYUxV5uXJdTqr2vHghZ63NH7o/cKybx9ivAwDgAsWgMEiDQJfHmcag3ATfYjwLs6cHqtDdBOilcaPTcHdzV/1/df/N9z/93Fhd3FJZhEzz9rSpTVb3jW+rbVMGftb+XLv3vv3r5hatD7/1uebW86hEAwAX6vwTNZWTSR2g43jSp2Adv/0spN2nYaIazTMsXZDZFHDLFIjjRZw00/ae2bYP3R84mBANAFyo80/U9JB+QPWtVr9T/B5pWaKyXB7JCrmmdzdZPRqWe0dEMXA37W/DbNuH7g8cRogGAC5UDB4LVbZVJ5uoqQrjm35A9U3qb1PtJJRwmNj1+ibUw5Rjr4idQwKKMHyzGIgbxZswrFNx1U7TPY1D9wcOJUQDAFfpdBM17SGUcJCncfZ174etY5RvQ7H5gcZq+zx0f+BYQjQAcHViQG6rfKPVEl+VNB7m3WgXbJudu9p/c+F6X2iBVcsT1T024/A3K8KbVDoO48nqBZ7KdJqC+Lx9Hro/cCwhGgC4KiefqAlOZHr3VIFeHrO8WTEapXY5vVteTi3OPt/0nCiGb+Zt/ND9geMI0QDA1TjLRE1bu2vrHssBqiA7LxDHXg+LQwmWtiZo16p22c4aH9c9b/dp1y1fC+OH7g8cQ4gGAK7AOSZqyuyurXssOR7K5YszuepZ49fb89bu4IfuDxxMiAYALty5JmqqwnGdjqdxOOm6dvbvaqecrM0rV4fbdvjArm3TBaDYs2J5v90V5UP3Bw4hRAMAF+ycEzVV+bhJ3e360ova2b+LvPWyALgSQjQAcLFeaqKm+ezf1aMjFT6AV+XmMfbvAAC4NDH4thMm7RS7ti50kY2TOjWBeU3scrtazd6x//D+MRhmCvTRe9/+dXOL1off+lxz63lUogGAy9TlRE3NzN1PijCeCdAAr5FKNAAAwJVRiV6nEg0AAAAdE6IBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyHTzWGluAwAAW7z37V83t2h9+K3PNbfoG+113anaq0o0AAAAZBKiAQAAIJMQDcC66V24ublZ2gaTsnlwgwP3LyeDlf3vwrR5DACgz4RoABaUYTKoQu3deqQtx1XwHUyqPRYdt/9gvBqwp+HuZhB25XQAgD4wsRh0JVbqVoJGMZ6F2ahoPltx6P7lJAwG44XAUoTxbBa27Q6bxApxCrgr7WehfS22w+P3H4b7x/vq/8n07ibUzb0Yh9lsVH03XgOT3qwzSVO/abPrtNn+0l7XmVgMLsa5K3uVGLiXAnRUhnGs+Cntka0Mb6exvWy4AFOMwuw+Rd5y+rZpa8/Z/ylAR8P7WRjHry+n4W3aGQCgl4RoOLNy8n5IPVdjcHgMsfNHvc3GqdpWjsP7C0H30P3rbrBN4I4Vv3b/WZ1I4u4TY03J9BDKumndhtvFQNwaDpeC7+H7F2FUt+lNPSSKcHsbP5ahfKjvAADoJSEazurclb3q9qQJycP7pa7exWgW0u7TMFGNJkvsYh1D7nKVeK5Kt8v59tD9dynDQ71zEYo6TAMA9JMQDWd17spe9RXpC6qH1mPMcJSq16XSHicwnaQhA8NR3pjl/P3jEIZB6oExHG2oUgMA9IcQDWd17speW72rwvWmLyiqMB4/VjulqA3HiROCtRN/jTY2zmVZ+8fJx+rlrdoAfR8em94WAAB9JUTDC3p+Za+tXO9R7aQWzbGWZtTOmDk7e/+HcvnizoYZ6QEA+kaIhhdy0speUaSK85rb+BAcLS49tWlJqm0O2j9WnuueFwu9L6ogbUZ5AKDPhGh4AWer7MHJTMPdzcLazXsD9KH7r4ptuxnDb0Z5AKDHhGjo2Fkqe1u7a2d294YlMRDfpSAbq8V7L9zk7p+C9k2776riTRi6QgQA9JwQDZ05R2Uvs7v21u7esOopENfrju+d6OuQ/dv2Og3TTSm6fBvqFd4AAHpMiIZOPAWN01b2qnBcp+NtoaSZzbvaSYGPHNO7p3a3uO74NoftX4RRM6B/ejcIS0Of40zdgzRxXjEe7e2hAQDwUoRoOLtzVvaqfNyUoqcbUnQ7m3dRqEOToQqyk7YZxZmy667Xm7YmOB+6f1SF7dSkyzAeLOzTBOiq0YcPLBQNAPSYEA1ndt7KXpU5Rk3VbmVW4/ls3tWjI6GEHKtLTu1z6P6N4f3jxotD9f0mzgMAek6IhnPqorJXheT7JpCU48F8nzQZWQwmh86SzKs1XFxyatfWtKlD91+04Wv3dtIAAOgBIRrOqaPKXh1ImuWBnhRhPBNMAADglIRoOKcuK3vFKMyW9pkFvbgBAOC0hGgAAADIJEQDAABAJiEaAAAAMgnRAAAAkEmIBgAAgExCNAAAAGQSogEAACCTEA0AAACZhGgAAADIJEQDAABAJiEaAAAAMgnRAAAAkEmIBgAAgExCNAAAAGS6eaw0twG4cO99+9fNLVoffutzzS36Rntdp732mza7TpvtL+113anaq0o0AAAAZBKiAQAAIJPu3LCDbjDrdNvqN212nTbbX9rrOu2137TZddpsf2mv63TnBgAAgI4J0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMQjQAAABkEqIBAAAgkxANAAAAmYRoAAAAyCREAwAAQCYhGgAAADIJ0QAAAJBJiAYAAIBMpw/Rv/pVCB9+mG7//OchfPazIXz3u+nzn/40hJubEL7yFZ+3n//d3z29Pr//fXrN/vKX9DkAAAC9cpoQ3Ya+H/wghC98IYQPPkifR7/5TQj/8z/NJ6yJwfl//zfd/t3vQvjSl55Cdnxd//rXdBsAAIAXd/NYaW4f7o9/TIHvnXdC+M//DOFPf0oh+qtfDeFf/iWFwBgS3323+QLWxNcnvn6f+ES64PDNb6bX78tfDuEb30hV/Z/9LITPfKb5Arr03rd/3dyi9eG3Ptfcoo+02XXabH9pr+u0137TZtdps/2lva47VXt9XiU6hr8YpGMQjAE6BsE//CEF6PZxAXq3T386vW5RfK1++9sUoKNYmY6v68c+lj4HAADgRR0eomOo+/u/T2OfP/7xVIGOwbkNgpxODNTx9Y1BO77ucfx0rFYDAADwIg4P0T/+caqQTibp89jNOFacOY/Pfz59jK97rPh/73vpcwAAADqXH6LbCa6+850Q/vVfU4WU7sTXfTRK46MjE44BAAB0Li9Ex8AWu3DHia6iGOhUn7s3HqfX/Uc/CuGTn0xdvAEAAOhMXoiO43DjBGJxHLQ1jF/eL38Zwp//HObrcQMAANCJvBAdx+V+9FEIv/iFCnQfxC7d8Vi0s6ADAADQif0hOnbhjlXoOIHYpz7V3MmLihcy3nsvVaPjutLGRwMAAHRid4j++c9D+MEPQvjsZ5s76JUvfjGE7343HSMAAADObneIjusTx5m4v//95o7LUE4G4ebmZmG7C9PmsY3KSRgs7T8Ik7J5rM9++MMQvvzldJwAAAA4u90hOnbfjjNx/+M/Nnf0XRkmg5swGK8m4Gm42xKM68A9GFdfuagM4+r73O1M3j0Qw/NPfvK0ljQAAABntT1Exxm5v/Sli5oBupy8H1J+Hob7x8fw2Gz3w/rRMH5/shKWp2HSBO5iPJvvPxsX9X3Tuz0V7D6I49W//vW07BUAAABntT1E/9d/pTHRv/99c0ffleHtNAbiIoxn91WMfjK8n4U6F5fT8HYxRU+nKSQP78NslIJzVIxmTfCuHu97io7HJwbouOwVAAAAZ7U9RP/TP6VllOIs0BehCKNZrCTPwkIebhTh9jZ+LEP5UN9RKx/SJ0VRP7jktkjf5OFhuXbdO3HW9NEobQAAAJzV9hAdx0PHAH0Vk1aVVRiOH4uwmJeLlKxDuZisGw9lCs+3t2uJvF8+8YkQxuMUpgEAADir7SE6jof+yldC+MtfmjsuVZxsbJDGSg9Hy1Xq4TB1+57ehcHCrGNxsrE0qVj1+GK/8L6Ky1xZhgwAAODstofoOB76pz8N4Z13mjsuzHzZqjZA34fHNNB5QZyALI2fLsdPy2Kl2b2fHuu9H/84TQQHAADAWW0P0R99lLZL9VAuz8Q9vQs3G9asKieTLTNwX8CkYq2f/eyyjxUAAMCF2B6i3303bZcqVp7ny1w1FeUN3bafqs7tvtU2G4fY63t6d7O0f2/F8dCXfKwAAAAuxPYQHcfYXs042yokN8G4HLeV5+1LYoViFGbt/tO3yxXtPrqqYwUAANBf20N0HGN7UeNsp+GuHtN8t7l7dvEmDJcm2n4I9QTcxTC8Wbq/0e5f7bQ+d3fPXNyxAgAAuExXNCb6NqSlnbeMZS7fhrrwvKqchrcb79+yfx9d+vh1AACAC3FFY6KLMBqlTtnTu0FYGsocZ+oejOtu2cV41HTdbpevKsN4sLJ/rGo3+8+XweqzSx+/DgAAcCGua0z08D6kVaxiME7LVdVbG4iLcfhgYaHo4X07Fnpl/3mX8GG4X1sWq4eMiQYAAOjEFY2JTob3jxvWg27un43qycKepFm5N+bkenbvC1kn2phoAACATlzRmOgFS8tbpW1XQbkO2Cv7bwrivWVMNAAAQCeuaEz0K+ZYAQAAdOK6xkS/Vo4VAABAJ65uTPSr5FgBAAB04jrHRL82jhUAAEAnjIm+Bo4VAABAJ4yJvgaOFQAAQCeMib4GjhUAAEAnjIm+Bo4VAABAJ4yJvgaOFQAAQCeMib4GjhUAAEAnjIm+Bo4VAABAJ4yJvgaOFQAAQCeMib4GjhUAAEAnjIm+Bo4VAABAJ4yJvgaOFQAAQCeMib4GjhUAAEAnjIm+Bo4VAABAJ24eK83tZe0Y2xNXON/79q+bW7Q+/NbnmltHOtOxQnvd5NntlbPSZtdps/2lva7TXvtNm12nzfaX9rruVO3VmOhr4FgBAAB0wpjoa+BYAQAAdMKY6GvgWAEAAHRie4i29vDlcKwAAAA6YUz0NXCsAAAAOmFM9DVwrAAAADphTPQ1cKwAAAA6YUz0NXCsAAAAOmFM9DVwrAAAADphTPQ1cKwAAAA6YUz0NXCsAAAAOmFM9DVwrAAAADphTPQ1cKwAAAA6YUz0NXCsAAAAOmFM9DVwrAAAADphTPQ1cKwAAAA6YUz0NXCsAAAAOmFM9DVwrAAAADphTPQ1cKwAAAA6YUz0NXCsAAAAOmFM9DVwrAAAADphTPQ1cKwAAAA6YUz0NXCsAAAAOmFM9DVwrAAAADphTPQ1cKwAAAA6YUz0NXCsAAAAOmFM9DVwrAAAADphTPQ1cKwAAAA6YUz0NXCsAAAAOmFM9DVwrAAAADphTPQ1cKwAAAA6cfNv//Zvj83tJf/3P/6j/vj//vmf64/0l2MFAADQjZvHSnN72c1N+rjlYXrEsQIAAOjE9hDdTlSlm3D/OVYAAACd2B6iAQAAgCXWib4GjhUAAEAnjIm+Bo4VAABAJ4yJvgaOFQAAQCeMiQYAAIBMxkRfA8cKAACgE8ZEXwPHCgAAoBPGRF8DxwoAAKATxkQDAABAJmOir4FjBQAA0Aljoq+BYwUAANAJY6KvgWMFAADQCWOiAQAAIJMx0dfAsQIAAOiEMdHXwLECAADohDHR18CxAgAA6IQx0QAAAJDJmOhr4FgBAAB0wpjoa+BYAQAAdMKY6GvgWAEAAHTCmGgAAADIZEz0NXCsAAAAOmFM9DVwrAAAADphTPQ1cKwAAAA6sb07dwxkfQtl07twc3Nz1DaYlM03uUJ9PFb01vQu/pu4C9Pmc+hCORlU7W4QrvmtmMvivZBLor1yaXa22XISBgfms76dR1zWmOjhfYiF8/XtPgzj48U4zDY+/hhmo6L+Fhs1B3JT+N699eRAGhPdX8e2rcEk5DSt9Aa1vN35C8uZbWp3m7arvnhJb6QTqxO3vUs/L+B10V45M+eb67aH6NhFuO0m3HPlZJKucpTjMDnmgBajreF789aE9nAbbndk885c0LF6rYrxbEM72rHNRmFn02r+YN5Nh+F+8evuh+mNTpJmbhruVv7w5Wy7mtDwfqHNbdqqdnh6T89DOCcpw2RQtYdxudwmq/ZXjqtgnXkxcqNLPy+gh1J7XX2v3bgd2na1V87F+eZW20P0Rx+lre+md/Uf0DAc1m8I07sOr6oVRfX20wOXcqw4keoP8fvj6v/xDa39Q9iIvTVigIn/LgQNait/+DK3s+Tg5ygfwkP8WIzDB7t6FvFqxL/347II49lKe43vg7NxKMpxGMxP8NYvJp3l3K8v5wX02K735FkYd/n2pr2y0/nPN+sLnivvzdu2Ou/1yGWNiV5Rd+Gq/grWVb77++oAxzefMozjlb5zXhlpT+Zub3dXC7tiTPTrMp1UJ44xS4yW39Baw1H9R7icvj3sSjbXr51XYu39sQ0YPR5v91DW7bkYvunH+y4vbBqmsbEWw/BmU4Mo3oRhvL/aKbXp9eBy0gtFfTsvgF20V3J0cL55SE/NWadXmPa7rDHRreZEcDC+rf8oPo13LsJoVr3Q8Qr01pPFE2hO5obDU/4FfgZjol+l2319sMoy/ZGEVtNjJzw8LP/Ba0+o2sf32Dsmeuv7bnORc+9+q8owacbqlONm+A5EW0NAER/qTt/OC2AX7ZUDON/c7ILGRC+MJZkUzdiPla4FrfnYkFkYPzRh+jljo1aU1Qlo/ANd9KUPjDHRvXdId5W07a8IPlR/BHfSTYs1VeCIfwtX/uCVb6dHnFDt7ya+PqFj6no73ye3FNhcDU+m4e6E7+dcuNULQnNVG186qztvd+7enRfADtorh3C+udnu7tzRn/+cPr64psocT7z2Tbo0t+dr2mr1gVvqk79cUTlHwTvbL34RwmjUfEKvbJ3soxn3tHVG+S0XiKKmWri1Itd2v9HtlTVtde4hFiLmHqpQHR/r5QlVnNSkfoNtQnsM3nGsqyD9ylXvg/Ub4TS83dQQyrdhGu9v3i83XfTZeA3nWs4LeB20V86pg/PN6xwT/Q//kILZxz7W3PGCjnyT2LQtvUlsXTKr3fYFnaftpGOrDvXeeyGMx80nXL/qZDAOWagrK8sV63aegNi2dy7rxqt1m0rRsQd3o6nYbRtbeoTFJYeedWIWA/RgZVKTdjKTGKStmfqqDe9jm0hBYKmdxXOG2G7i3+5D/zhfy3kBr4P2ylmd8Xzz6CLTLPTl9HZ7iI6hLG7vvNPc8YK8SWwXewrE8dBCdL/svfATZ5Wt9quDwKbHn7aNIaR+84ntfrmLYrxKVy/14q8hWxRvhvUV42k9K1P0EHt37xhbus1699h2ez988Pz33MUgtGlW0Pq+9Ds8K6hzwVJ1OU42szROv2oQ9WQ12b3WANjI+eZW20P0H/+YgtnvftfcQS/9/vdpPPR//3dzB72w98JP/rb9/WlhuELW/rxKzRqP84BRV3Yr8ws9zdXllQs/u5as2LdO9LN6QbS/794g1HTPrRp8ClCq0q9VMVqf3VVPHIBTOeH55rmLTB26qV6Ex+b2sh/9KISvfz11FY5jbumnv/41hF/9Kt2OxwrgIj11F4vh+dAQFLuWpfFSC12/AXojTpAbA8Ku96hmn+q/2coFxHix8G7q/Y1rsb2tX4rtlegYyL72tRC++tXmjr7Z3pUwbYOQvfb3aqUme+tB5SOOWY/HSoDup3O3rb1X9LZsJmXixBbHQa9uu6raT5rKcrUdU0V8qkY6wXz19r0v5rz/XfJ5Aa+P9sq5Od9csz1Ef/zjIfzwhyF8/vPNHT0xf6O4Cw87FuiexSHdzayDe8v9Wwe3b9uaMdgv7U9/CuFv/iaEb3yjuYPeOXfbOrjbeE/aLlejDc/tuv3rbe4+3Dazb+aFaTjOfFz03cPyUmor7XE47ya4I0Bc6nkBr5P2yrk531yzPURHcdKq2KX7i19s7nhhMUDPJ5rZXa1IVYl0AKd3B1SlL0nsxh2PUQzTAB2bd6GeT/S1Saowx7FTcSkLk4BxDqmra2yK6eRt++lB0+OhnXFWrxwAjrA7REc//3kIH36YJhp7YeXbaf3HbjjK7TtfhNEontaVYbpxIckLF7vbf/RRCN/5TnMHr87B3WuaCRu4cvuGuxy2bQu+aX3p6j25XrB3t3afh8UFquEkmmXaqoCc0RST4k0YxhOJqg3PV3uDTux6f/Y3mp5yvrlmd4iOXbp/9rMQ/vCHED71qebOlzNfmmWSe+W4DJNJPPsrwvBUC6D2xU9/mqrQ777bi2PDy6pnMZ53ocnYLP1y5Z7GF59i2zYDZ1pzunpPni+XtV27z+3tppYXJxjZ9Ef4yE118ZUp4gptlWn1Nz/zyJdvwzTuWrXh+kvh7DbPcLxx8zeannK++WR/JTqOiY4hLS6l9N3vNne+kDjmI/UJTOOZdpwopbFR6SrI8L4/C3OfROwd8JWvhPC3f5tm5wZ4AcXogzTmqb5CvW18aaq6xGp2/OO7OZAfcHKZszkBfXXi3/nYFuOQgXghZfuwgaYKWC/1Ngz32grAy8lYymp5689kePtDdBSD2he+EMI3v5kC3EtqB7bH8Uw7Xvi7aTGfWOSodcz6LF7YiLNxx27ccXZuXr32xDF/u9J5AuhYG35jgNnWRbH6g9e8b1u7l/N5uhAT/+bPJxnb1B6beVXM5A5wmNOdbx578bw/79vb14leFcPzL38Zwk9+Iri9lNgbIG5f/nJzBwAAAF3KD9GLYkX6L38J4fvfF6i7Esc/f/KTqVfAb38bwmc+0zwAAABAVw4P0W2Yi+LM0MLcecXXOwbnT3zi6eJFXL8bAACAzh1Xif7d79KSV7Fbcexe/O//HsJolIIepxOXFvvSl9IY6F/8orkTAACAl5I3sdiqWH1ux+VOJmm5pXbCsd/8Jm2xYsphYsX5Bz8I4YtfTJ/H1/mdd9JtrycAAMCLOy5EL4pdi7/2tTRbdBRD9Wc/myrUUbx9cxPCn/6UPo9dwX3+9Pni6xPHl3/ve6kCHav9cZ3uuEZ3rEK3YRoAAIAX8/wQHYNeDNJxLeno058O4d13n7p2q6Du1obp9mOcrC2G5vg6RsIzAABAbxw3JhoAAABeoedXogEAAOCVEKIBAAAgkxANAAAAmYRoAAAAyCREAwAAQJYQ/j/j+w149Q40mAAAAABJRU5ErkJggg==)
자료원: Euromonitor
□ 중국 화장품 시장 4대 키워드
1) 신세대 영향력 확대
ㅇ 30세 이하 신세대, 뷰티시장 주력군으로 부상
- 글로벌 시장조사기관 칸타월드패널(Kantar World panel)에 따르면 중국 화장품 소비 중 50%는 1990년 이후 태어난 90허우 젊은 소비층이 기여함.
- 뒤를 이을 95허우(95后: 1995년 이후 태어난 세대)가 뷰티, 메이크업에 관심이 높아가면서 19~25세 신세대의 중국 뷰티시장에 대한 영향력 확대
2) 색조 화장품 고성장
ㅇ 2017년 중국 화장품 소비 중 기초화장품은 17%, 색조화장품은 30% 성장(칸타월드패널)
- 이는 전체 중국 FMCG(일용소비재) 시장 성장률인 4.3%보다 월등히 높은 수치
- 특히 립스틱이 빠른 성장세를 보이며 색조화장품의 고성장 견인
3) 로컬 브랜드 급부상
ㅇ 중국 뷰티 시장에서 가장 많이 선택된 브랜드 순위를 살펴보면 기초와 색조 화장품 모두 로컬계의 소비자 유입 활발
- 바이췌링(Pechoin, 百雀羚)은 중국 화장품 브랜드 중 유일하게 1억 회가 넘는 구매횟수를 기록하며 2년 연속 기초 화장품 시장 1위 유지
- 6~10위 모두 로컬계가 차지하며 총 6개 로컬 브랜드가 TOP 10에 랭킹
중국 뷰티 시장 기초화장품과 색조화장품 브랜드 TOP 10
순위 | 기초화장품
| 색조화장품
|
브랜드 | 제조사 | 브랜드 | 제조사 |
1 | 바이췌링(Pechoin, 百雀羚) | 바이췌링 | 메이블린 | 로레알 |
2 | 다바오 | Johnson &Johnson | 카즈란(卡姿兰) | 카즈란(卡姿兰) |
3 | 로레알 파리 | 로레알 | 마리달가(瑪麗黛佳) | 마리달가(瑪麗黛佳) |
4 | 니베아 | 바이어스도르프 | 입생로랑 | 로레알 |
5 | 올레이 | P&G | 이니스프리 | 아모레퍼시픽 |
6 | 이노허브(相宜本草) | 이노허브(相宜本草) | 디올 | LVMH |
7 | 한수(韩束) | 상메이(上美) | 미스틴(mistine) | 미스틴(mistine) |
8 | 위메이징(郁美净) | 위메이징(郁美净) | 한수(韩束) | 상메이(上美) |
9 | 왓슨스(屈臣氏) | 왓슨스(屈臣氏) | 미샤 | ABLE C&C |
10 | 메이쟈징(美加净) | 자화(上海家化) | 에뛰드 하우스 | 아모레 퍼시픽 |
주1: 중국 소비자 뷰티 패널(3만2천 명)의 실제 구매 데이터에 기반, 가장 많이·자주 구매된 화장품 브랜드 순위
주2: 핑크 표시는 중국 브랜드, 블루 표시는 한국 브랜드임.
자료원: 칸타월드패널
ㅇ 색조 화장품 시장에서는 메이블린 1위
- 입생로랑, 디올 등 글로벌 럭셔리 브랜드는 립스틱 시장 성장에 힘입어 색조 화장품 브랜드 상위권에 랭킹
- 아모레퍼시픽의 ‘이니스프리’는 색조화장품 시장에서 5위에 랭킹, 중국 시장에 진출한 한국 화장품 중 가장 높은 순위 기록
- ABLE C&C의 ‘미샤’(9위), 아모레퍼시픽의 ‘에뛰드하우스’(10위)까지 한국 브랜드 총 3개가 10위권에 진입
- 태국 브랜드인 미스틴은 온라인과 해외직구를 통해 중국 소비자들에게 알려지면서 7위에 랭킹
- 로컬 브랜드 마리 달가는 제품 혁신과 온라인과 오프라인을 융합한 크로스오버 마케팅을 통해 젊은 소비층 확보에 성공
4) 온·오프라인 크로스오버(Crossover)
ㅇ 모바일 인터넷이 중심이 되는 전자상거래 플랫폼의 발달로 온라인 구매 증가와 동시에 오프라인 구매 비중 또한 증가
- 지난해 온라인 화장품 매출이 45% 고성장세를 유지했으며 슈퍼와 백화점에서의 화장품 매출도 마이너스에서 증가세로 전환
- 특히 백화점에서의 화장품 매출은 저성장, 마이너스 성장이 끝나고 14% 증가
주요 채널별 화장품 매출 증감률
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)
자료원: Euromonitor
ㅇ 현지 업계 관계자들은 중국 젊은 소비층 중 “크로스오버 쇼퍼”가 확대하고 있기 때문이라고 분석(KOTRA 베이징무역관 인터뷰)
- 크로스오버 쇼퍼란 상품 구매과정에서 온라인과 오프라인을 자유자재로 넘나드는 소비자를 의미함.
- 중국 뷰티 시장의 주력 소비군인 신세대들은 온라인으로 제품의 정보와 리뷰를 살펴보고 오프라인 매장을 찾아가 제품을 직접 체험해본 뒤 구매를 결정하는 크로스오버 쇼퍼들임.
□ 시사점
ㅇ 젊은 소비자 공략에 힘을 쏟아야
- 현재는 20~30세 90허우 소비자가 중국 뷰티 시장의 주요 소비층
- 미래의 소비주력군인 15세에서 19세 사이의 젊은 소비층 유입을 위해 젊은 층 메이크업 룩과 니즈를 데이터로 분석해 제품 개발에 활용해야 함.
- 또 젊은 고객의 디지털 쇼핑 행태에 대한 이해를 바탕으로 혁신적인 사업 모델을 시도
- 위챗 등 SNS 플랫폼을 통해 브랜드와 상품에 대한 정보를 충분히 제공하고 고객과 소통을 꾸준히 해야 함.
ㅇ O2O 전략 활용
- 신유통 시대 크로스오버 쇼퍼들에게 온라인과 오프라인이 결합된 쇼핑 경험을 제공할 필요
- 중국 대표 해외직구 플랫폼 왕이 카오라의 관계자는 “신규 진출 브랜드들은 판매 채널은 온라인 위주로 운영하며 선별적으로 혁신적인 오프라인 매장 포맷 실험도 시도해 볼 수 있다”고 조언(KOTRA 베이징 무역관 인터뷰)
자료원: 궈성(國盛)증권연구소, 궈진(國金)증권연구소, 칸타월드패널(Kantar World panel) 등 KOTRA 베이징 무역관 종합