중국 여성들의 화장품 사용실태 및 구매행동에 관한 연구

Abstract

ABSTRACT

A Study on Purchasing Behavior and Usage of Cosmetics are Products by Chinese Women

XUEMEI GAO Cosmetic Major Dept. of Convergence Beauty Graduate School of Convergence Beauty Sungshin University

In order to participate the social activities actively and pursue the economic independence for the self-satisfaction, the requirements of Chinese females for cosmetics are increasing. Despite the global economic down-turn due to the negative impact of COVID-19, the Chinese cosmetics market is keeping in accelerated growth, it is growing into the second largest power globally. Although the cosmetics market of China is the largest export destination for Korean cosmetics products, the market share of Korean cosmetics in China's cosmetics market has droppedto the 3rd place after France and Japan. None of the top 10 brands in China's basic cosmetics market share is occupied by K-beauty products. It`s necessary for Korean cosmetics enterprises to carry out the related study aiming to the current situation of cosmetics use as well as purchase behavior of Chinese female group aged between 20 ~ 40 years old, who are the main group to lead the growth trend of China's cosmetics market. Through this study, the basic information regarding to how the Korean cosmetics enterprises can participate the Chinese cosmetics market more effectively will be articulated. The study results are summarized as below. First of all, according to the study results of actual basic situation for cosmetics purchase, the female group who use the basic cosmetics twice a day on average are the most, the reason of using basic cosmetics is to protect their skin and slow down aging. The foreign brands are the most used in basic cosmetics sector according to the study result. According to the study, the most reason to use the basic cosmetics in domestic brand is low price, and the most reason to use basic cosmetics in foreign brand is suitable for skin. According to the study results, the foreign brand countries of basic cosmetics are South Korea, France and Japan, ranked first place, second place and third place separately. Secondly, the study for analysis subjects` actual use situation of colored cosmetics shows that the female group who use sunscreen with basic functions are the most. The study result shows that the reason for using colored cosmetics is to give prominence on image or personality. According to the study results, the frequency of using cosmetics is around 4∼6 days weekly, usually in partial makeup (makeup for covering the flaw in eyes, eyebrows and lips after skin makeup) are the most. Thirdly, according to the study of the use of scalp as well as hair treatment cosmetics of the subjects show that the most female groups use shampoo 4∼5 times weekly, accounting for 55.4%. The proportion of female group who concerns of the effect / function when buying the scalp as well as hair treatment products is the highest, the scalp and hair treatment products from South Korea are the most used. Fourthly, the study result for the cosmetics purchase behavior of the research objects shows that female group who purchase the cosmetics through social commerce, accounting for 31.4% as the most. They prefer to purchase the cosmetics through social commerce in considering of the purchase convenience. Regarding to the motives for purchasing cosmetics, most females said they purchase them through social commerce because of the arrival of new products, most females take the price factor in priority consideration when purchase, and most females are affected by the influences from friends or acquaintances during the process of buying cosmetics, accounting for 22.9%. Based on the study results as above, it shows that the Chinese female group who aged 20 ~ 40 years old has a high preference and will to use the colored cosmetics and scalp & hair treatment cosmetics from South Korea. Therefore, this study is expected to be used as the data for current Chinese females' shopping tendency and cosmetics purchasing behavior. In particular, as the Chinese females are participating the social activities actively, they are paying more and more attentions in their own image and appearance management, so, their desires to cosmetics are also increasing with it. In consideration of gaining a firm foothold in China's cosmetics market, as well as to meet the changing consumer tendencies in China, the cosmetics enterprises from South Korea need to spend much more energy in research and effort through the technological development and systematic marketing strategy to occupy the Chinese market to improve quality and function.