Not only beauty, but also the demand for personal care products is accelerating. Hair care and body care come down in one continuous line with "skin care" and are gradually subdivided from composition to form. The report shows that "skin care with oil" is a new trend of personal care products consumption this year. Hair care essential oil, bath oil, body essential oil and other categories are growing rapidly in Tmall International, among which efficacy is the most important decision-making factor for oil care consumption.
With the rise of olfactory economy, the consumption trend of "emotional fragrance" represented by minority perfume and household fragrance is becoming more and more obvious. The report shows that young consumers are actively seeking emotional healing and have a strong demand for fragrance products that reflect their personal style and taste. In Tmall International, people born after 1995 all love Haitao niche perfume, and they will match different fragrance types according to the season, dress and mood. Floral, fruity and oriental styles are the most popular.
Healthy consumption is a cross-border category with opportunities in 2022. The punk health care of the younger generation has promoted the popularization of "snack health care". In Tmall International, imported vitamins introduced soft candy dosage forms, melatonin turned into "sleep water", and beauty ingredients such as hyaluronic acid and nicotinamide can also be taken orally, and customized vitamins became popular.
There is also a healthy and comfortable trend in the fashion field, which reflects the lazy and exquisite lifestyle of young people. The report shows that "light sportswear" which is both beautiful and practical will continue to be sought after by Haitao consumers.
In addition, the "post-1995" and "post-1990" young groups joined the front line of parenting. They respected the refined and professional parenting concept and began "low-sensitivity parenting". In Tmall International, the sales growth rate of low-sensitivity milk powder is ahead of the whole milk powder category, and the demand for advanced functional milk powder such as safety, low-sensitivity, anti-allergy and allergy treatment is growing rapidly.
Data show that the scale of cross-border consumers in China has reached nearly 300 million, and the rapidly recovering domestic market shows strong domestic demand potential. The new cross-border electronic commerce model continues to attract new overseas brands and products to China. In the past three years, the number of overseas brands of Tmall International has doubled, and the "post-95" and "post-00" consumers have the fastest growth rate.
The scale of the middle class and the rising consumer confidence make China a market that global brands are waiting for.
Text: Rare e-commerce
Image: From the Internet