89% of Chinese 20s & 30s Like Korean Cosmetics

Nine out of ten Chinese consumers in their 20s to 30s are satisfied with the quality or the brand of Korean cosmetics. Also, 26% of people who answered preferred to shop for Korean cosmetics online than at department stores or large markets.

On November 3, Seoul Business Agency, a professional support agency for small to mid-size enterprises, surveyed 239 customers in their 20s to 30s from Beijing, China about Korean cosmetics. 62% replied, “Products suit well,” and 27% answered, “They look trendy.” 89% are satisfied with Korean cosmetic brands and/or quality. Only 4% answered the products are “Expensive.” A SBA representative said, “Korean cosmetic prices actually range from above average to high, but since the quality is equally high, the consumers are satisfied.”

When shopping for Korean cosmetics, consumers preferred online shopping sites (26%) to large markets (3%). 21% answered they visit Korea to buy. 

70% of Chinese cosmetics are distributed to department stores and large markets, but with the younger generation’s purchasing and information gathering patterns changing, the online market is quickly expanding. A SBA representative advised, “It is necessary to enforce marketing based on Chinese SNS such as Weibo, on top of online marketing, to keep up with the change in younger people’s trends.”

In fact, China’s cosmetic market grows each year, with its online sales increasing 67% since 2011, from 37.2 billion yuan (6.4 trillion won, US$6.1 billion) to 57.6 billion yuan (10 trillion won, US$9.4 billion) in 2012.

The standards of selecting Korean cosmetics turned out to be effects (52%), recommendations (21%) and brand (20%). Only 4% considered price as a standard. 

Reports say 33% of Chinese people spend over 200 yuan (38,000 won, US$32.80) per month on skin care, while another 33% spends over 500 yen (95,000 won, US$82.00) per month.