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CONTENTS

Chapter One Current development situation and representative characteristic of cosmetics market  1

Section One Development overview of cosmetics market   1

First, development situation      1

Second, current situation of third-class and fourth-class cosmetics market    4

Section Two Development characteristic of cosmetics market   5

First, development characteristic of cosmetics products     5

Second, the basic characteristics of medium and small-scale cosmetics enterprises   8

Third, manifestation characteristic of cosmetics market      9

Section Three The existing problem of development of cosmetics market      10

First, service quality    11

Second, attention effect     13

Third, credit reputation      14

Fourth, countermeasure discussion of development of cosmetics trade 15

Chapter Two The current development situation of international cosmetics market and trade       20

Section One Current situation summary of international cosmetics market    20

First, summary of skin care products market 21

Second, summary of hair-care articles market      24

Third, summary of color make-up cosmetics and perfume market    27

Section Two Developmental summary of American cosmetics trade 29

First, current situation of American cosmetics trade    29

Second, development trend of American cosmetics trade  31

Third, structure compare of American cosmetics  33

Fourth, requirement forecasting of American cosmetics and container of 2009    35

Section Three Development level of Japanese cosmetics trade       36

First, Japanese cosmetics trade's current situation     36

Second, Japanese cosmetics trade's development trend   41

Third, competitive strategy of Japanese cosmetics      44

Section Four Cosmetics market of South Korean 46

Section Five Development situation of French cosmetics trade 47

First, French cosmetics trade's current situation  47

Second, French cosmetics trade's development trend       49

Third, export situation of French cosmetics in 2005    52

Section Six Overview of world famous-brand cosmetics      52

First, ten major world brand cosmetics company  53

Second, characteristic of world famous-brand cosmetics   53

Third, marketing tactics of world famous-brand cosmetics  58

Fourth, marketing analysis of cosmetics brand     61

Chapter Three The basic development state of cosmetics trade of our country    63

Section One Living environment and influence of cosmetics trade   63

First, retrospect of economical operation of 2005       63

Second, trade policy environment and restriction 70

Third, the change of retail environment impact on cosmetics market      76

Section Two The development survey of domestic cosmetics trade 79

First, production scale of cosmetics trade     79

Second, the trade’s management competence     80

Third, enterprise distribution and market pattern  82

Fourth, penetration situation of cosmetics market of our country     84

Fifth, development characteristic of cosmetics trade   86

Sixth, characteristic of main regional of cosmetics market  92

Section Three Development and trend analysis of tcosmetics Industry   94

First, development overview of cosmetics manufacturing industry    94

Second, development trend of cosmetics industry       97

Third,development trend of beauty & hair-dressing market of 2006 102

Chapter Four Supply analysis of cosmetics market    106

Section One The whole state of supply of cosmetics market     106

First, the scale of trade supply 106

Second, business opportunity of investment 107

Third, structure and change situation of market price 116

Fourth, the national trade adjustment and market supply   117

Section Two Market supply analysis of main assortment of cosmetics     118

First, marketing analysis of cosmetics brand 118

Second, supply analysis of hair articles market    121

Section Three Cosmetics packaging market  123

First, leading direction of the cosmetics packaging materials of our country  125

Second, cosmetics packaging materials -- glass and plastics who control the situation      128

Third, development direction of cosmetics packaging trade of our country    137

Fourth, the new development trend of global cosmetics packaging trade      138

Fifth, the tactics of cosmetics packaging       143

Chapter Five Demand analysis of cosmetics market  151

Section One Marketing channel of cosmetics of our country     151

First, marketing access of cosmetics of our country    151

Second, brand orientation of cosmetics market    153

Third, consumption guide of advertisement to consumers  156

Fourth, the meaning that promotion and direct selling to the skin care trade 159

Fifth, marketing analysis of fancy soap/body wash /hand sanitizer market     160

Sixth, toothpaste market analysis    176

Section Two Consumers composing analysis       178

First, market analysis of woman cosmetics    179

Second, market analysis of children cosmetics     180

Third, market analysis of cosmetics for men  184

Fourth, market analysis of old person's cosmetics      186

Section Three Analysis of consumptive characteristics       188

First, brand consumption analysis of clean skin cosmetics 189

Second, age and income influence the choice of cosmetics kind and brand  194

Third, the brand regional characteristic is obvious      200

Section Four The composing analysis of resident consumption       202

First, consumption transition     202

Second, the investigation of cosmetics consumption composing      202

Section Five Consumer's psychoanalysis      215

First, the woman's purchase psychoanalysis 217

Second, woman's cosmetics purchase psychological characteristic 219

Section Six Consumption structure change of the cosmetics     222

First, cosmetics    222

Second, hair wash, hair care articles      222

Third, color make-up articles    223

Fourth, defend declining the anti-aging articles    225

Chapter Six Imports and exports analysis of cosmetics of our country      229

Section One Imports and exports state of cosmetics of our country 229

Section Two The latest tendency of imports and exports of the cosmetics     232

Chapter Seven The channel and marketing analysis of cosmetics trade of our country     238

Section One Staple market channel of cosmetics trade of our country    238

First, wholesale market      238

Second, retail terminal market  240

Third, professional market 246

Section Two Transition of marketing strategy of cosmetics 256

First, individuation consumption era and new value creation system       256

Second, make the gold network       257

Third, only way of cosmetics marketing  259

Section Three Direct marketing and cybermarketing of cosmetics   261

First, the concept of direct marketing     261

Second, characteristic and advantage of cosmetics cybermarketing       263

Third, current situation of cosmetics cybermarketing   265

Section Four Channel tactics of cosmetics marketing  270

First, necessity that cosmetics implement gradient marketing   270

Second, channel gradient  272

Third, gradient of target consumer  278

Fourth, brand gradient      281

Fifth, price gradient    284

Sixth, promotion gradient   285

Seventh, service gradient  285

Chapter Eight Competition pattern of cosmetics market of our country    288

Section One Great pattern of cosmetics market of our country 288

First, regional pattern of cosmetics market of our country  288

Second, composing and market occupancy of enterprise ownership      289

Third, general list of brand of cosmetics market   291

Fourth,the competitive situation of hair articles    291

Fifth, the occupancy pattern of cosmetics market 295

Sixth, the occupancy pattern of color make-up product market 296

Section Two Regional market of the cosmetics of Guangdong  298

First, summary of cosmetics regional market of Guangdong     298

Second, Guangdong color make-up cosmetics market       299

Third, cosmetics market of Guangzhou  300

Fourth, export growth trend of cosmetics of Guangdong port    306

Section Three Regional market of the cosmetics of Shanghai   309

First, overview of market    309

Second, market of color make-up of Shanghai     311

Third, cosmetics market of Shanghai      312

Fourth, Shanghai hair wash and hair-care articles market 313

Section Four Cosmetics market of Beijing     314

First, summary of cosmetics market of Beijing      314

Second, cosmetics market of Beijing      316

Third, the cosmetics market of Fengtai   317

Section Five Competitive situation of the cosmetics    319

Chapter Nine Development of WTO and cosmetics trade of our country   321

Section One WTO impact on cosmetics trade      321

First, cosmetics management will be in line with international standards 322

Second, further reduce customs' tariff and increase the trade of importing    323

Third, the cosmetics industrial structure will be adjusted    324

Section Two The promotion function that WTO impact on the cosmetics trade of our country   325

First, stimulate the market to consume wholly       325

Second, improve the trade level of production     325

Section Three After joining WTO enterprise's competitiveness and countermeasure analysis   326

First, international competitiveness of domestic cosmetics 327

Second, brand marketing seize the market    331

Third, variety development lead the market   331

Fourth, develop the distinct function products of Chinese characteristics      332

Fifth, strong cooperate with strong ,the league of Nations  333

Chapter Ten Analysis of the main foreign capitals cosmetics enterprise   335

Section One France L' oreal group 335

First, enterprise's background  335

Second, development course of L' oreal in China       337

Third, development operation   339

Fourth, marketing channel and network 343

Fifth, management characteristic of L' oreal Company       344

Section Two American P&G      353

First, enterprise's background  353

Second, development in China of P&G   354

Third, management characteristic of P&G     355

Fourth, company’s management     357

Section Three Amway 360

First, Amway is in China     360

Second, products of Amway      363

Third, Amway marketing     364

Section Four U.S.A. Avon  373

First, enterprise's background  373

Second, selling mode of Avon   375

Third, Avon swift and violent development in China     384

Section Five Japan Shiseido     386

First, enterprise background of Shiseido       386

Second, Shiseido keys to success --In the lead    387

Third, Shiseido development in China    389

Fifth, Shiseido many brand tactics in Chinese market 391

Chapter Eleven Domestic cosmetics enterprises      393

Section One Shanghai Jahwa   393

First, developing history    393

Second, core business      394

Third, main products   395

Fourth, financial analysis   396

Section Two Beijing Sanlu factory    399

First, enterprise's overview       399

Second, enterprise's current situation and trends       402

Section Three Tianjin Yumeijing group   403

Section Four Elegbacae cosmetics company       405

Section Five Guangzhou Tobaby cosmetics co., Ltd.   406

Section Six Natural beauty cosmetics company    407

First, global capability file  407

Second, future development tactics of natural beauty 409

Chapter Twelve Development trend of cosmetics trade  410

Section One Trend of international cosmetics trade    410

First, the development trend of international cosmetics      410

Second, the analysis of global natural cosmetics market    415

Section Two Trade trend of domestic cosmetics   425

First, development trend of domestic cosmetics   425

Second, development trend of the cosmetics in the future 429

Section Three The consumption trend and requirement forecasting of domestic cosmetics market  438

First, the sales trend of domestic cosmetics market    438

Second, the rural market will become the important demand source gradually     439

Third, change of cosmetics consumption demand classification       440

Fourth, the prediction of light spot cosmetics in 2006  441

Fifth, the prediction of sales amount of Chinese cosmetics market of 2008   443

Section Four Demand and train objective positioning analysis of cosmetic market      444

First, cosmetic market scale analysis      446

Second, development countermeasure of cosmetic market       450

Section Five The chain operation trend of cosmetics trade       454

Chapter Thirteen Hot product analysis of the cosmetics  462

Section One Sun-proof cosmetics   462

First, market potential of sun-proof cosmetics      462

Second, product classification of sun-proof cosmetics market   463

Third, the current situation of sun-proof cosmetics market of our country      465

Fourth, perspectivity of global main sun-proof market 466

Fifth, development trend of sun-proof cosmetics  469

Section Two Perfume  477

First, new tendency of perfume consumption       477

Second, the most popular ten major perfume brands  479

Section Three Hair dye cosmetics   482

First, natural hair dye emerge  482

Second, compound hair dye sell well      483

Third, colored hair dye is fashionable     484

Section Four Body care cosmetics  484

First, famous product of famous brand   485

Second, the customer consumption moves to maturity       487

Section Five Nanometer cosmetics  488

First, definition of nanometer    488

Second, application in the cosmetics of nanotechnology    489

Section Six Man's cosmetics     491

Section Seven Children's cosmetics       492

First, personal nursing articles 493

Second, drive worm's products 495

Third, massage oil series   496

Fourth, other children's cosmetics   497

Section Eight Other hot assortment cosmetics     498

First, green cosmetics       498

Second, fruit cosmetics      499

Third, rice husk cosmetics 500

Fourth, coconut purification cosmetics   501

Fifth, tea cosmetics     501

Sixth, " sun fragrant " cosmetics      502

Chapter Fourteen The study of development countermeasure of domestic cosmetics trade   503

Section One System reform and structural adjustment       503

Section Two Hi-Tech development strategy   504

Section Three Enterprise's innovation strategy    507

First, innovation of technology  508

Second, innovation of corporate culture idea       508

Third, innovation of enterprise's management mode   509

Fourth, innovation of " key ability " of enterprises 510

Fifth, innovation of operation type of enterprise   510

Sixth, standard product tactics  511

Section Four Cosmetics enterprise's brand strategy   512

First, brand function in the marketing     512

Second, the brands strategy of Chinese enterprises   513

Section Five Marketing tactics  522

First, the chance on the function segment market       523

Second, regional market    523

Third, efficient marketing channel and e-commerce    524

Section Six Medium and small cosmetics enterprise's competitive strategy    524

First, market tactics of small and medium-sized enterprises      524

Second, products development policy of small and medium-sized enterprises      527

Third, sustainable development tactics of small and medium-sized enterprises    529

Section Seven Trend of future market of medium and small cosmetics enterprise       535

First, development trend of middle-and-low grade cosmetics    536

Second, focus and trend of the middle-and-low grade cosmetics     537

Third, medium and small cosmetics enterprise's competitive strategy     540

CHART CONTENTS

Chart: Growth trend and prediction of daily chemical market     4

Chart: The area composing of sales amount of global cosmetics     21

Chart: The number compare of cosmetics manufacturing enterprise and skin care manufacturing enterprise       24

Chart: The cosmetics brands of the top 30 of market share      24

Chart: 2005 fashion color make-up products 27

Chart: 5 big eye color make-up products in U.S.A.      27

Chart:5 big face color make-up products in U.S.A.      28

Chart: 5 big nail-care products color make-up products in U.S.A.    28

Chart: 5 big lipsticks of brands of U.S.A. 28

Chart: 5 big perfume brands for ladies of Europe 29

Chart: Cosmetics sales amount of 10 large cosmetics companies in U.S.A.   30

Chart: The top 5 cometics brand of U.S.A.    33

Chart: The structure contrast of American cosmetics of 2005   34

Chart: The proportion contrast of Chinese,American cosmetics structure in 2005       34

Chart: Pre-capita consumption of our country compare with American cosmetics in 2005   35

Chart: The amount of money of leaving factory of different assortment cosmetics in Japan ( The top 20 )     39

Chart: 8 big cosmetics companies in Japan   40

Chart: Sales amount of 6 big French cosmetics companies      48

Chart: 5 kinds of most salable famous-brand perfume for men in France      52

Chart: The most famous cosmetics brand company in the world at present   53

Chart: Rank the top 5 cosmetics brand in 2005 ( Western Europe )       62

Chart: The economic complex index of our country in January - June of 2005      69

Chart: The tendency of economic complex index and monitor early warning index of our country in January - June of 2005      69

Chart: Increase situation of income of common people in 2005 69

Chart: Average annual increase rate of economy of our country during “The Tenth Five-year plan”       70

Chart: Main indicator that cosmetics enterprises divide into groups according to the economic type       80

Chart: The monthly statistical form of cosmetics retail sales amount of 20 big emporium of the whole country of 2005       83

Chart: market penetration of cosmetics category 85

Chart: Cosmetics category penetration, the first brand penetration and the consumption proportion of the first brand       86

Chart: Existing ownership composition of cosmetics manufacturing enterprise of our country    87

Chart: Compare of domestic every big emporium in 2005  93

Chart: The distribution of production and sale of Chinese cosmetics      96

Chart: The exported sum of Chinese cosmetics by region  96

Chart: The variety proportion of cosmetics of our country  107

Chart: Market supply price of some variety cosmetics 116

Chart: The comparison of number of cosmetics manufacturing enterprise and skin care products manufacturing enterprise     121

Chart: The cosmetics brands of the top 30 market share   121

Chart: Marketing access of every regional market       151

Chart: The selling point orientation of brand function of domestic skin care products  154

Chart: The active degree indexes of main skin care brand 157

Chart: National output total of the soap in February - December of 2005      161

Chart: Factor which consumers consider while choosing the body wash 169

Chart: National output total of the toothpaste in February - December of 2005    178

Chart: The proportion that women of four cities use the cosmetics  179

Chart: The proportion that women of different age brackets use the cosmetics    180

Chart: The scale sketch map of children cosmetics market of our country     184

Chart: The scale sketch map of cosmetics market for men of our country      186

Chart: The per capita cosmetics consumption comparison of America,Japan and China    188

Chart: The proportion that different incomes women use the cosmetics  188

Chart: The proportions that women use all kinds of cosmetics and make-up cosmetics      190

Chart: The proportions that women use different cosmetics      190

Chart: The proportions that women use different make-up cosmetics     191

Chart: Brand awareness of clean skin care cosmetics 191

Chart: The brand rank that women like the cosmetics 192

Chart: The contrasts of rate of utilization and liking rate that four cities women use every brand      193

Chart: Rate of utilization of different brand that professional women use       193

Chart: Choice relation of age and cosmetics brand     195

Chart: Using proportions that different ages women to various cosmetics      195

Chart: Using situation that different age women use cross-eye frost       196

Chart: Choice relation that consumer income and cosmetics brand 196

Chart: Women of four cities are in the cost of the cosmetics every year 197

Chart: Average cost of different family's per capita monthly incomes that women use on the cosmetics of every year       198

Chart: Expenditure proportion that different family's per capita monthly incomes women use on skin care cosmetic       199

Chart: Average cost that different urban women use on the cosmetics of every year   199

Chart: The factor that influence women to buy the cosmetics    200

Chart: The top ten of rate of utilization of cosmetics brands that women of four cities use  201

Chart: The partiality that different regional women to every cosmetics    201

Chart: Overall appraisal on beauty services that present beauty parlor  205

Chart: Overall appraisal on the result of use of the present cosmetics    205

Chart: Respect most unsatisfied with present beauty services  206

Chart: Subject problem the most that the cosmetics market exists at present       208

Chart: How to think about the cosmetics advertisement that the celebrity speaks on behalf      209

Chart: Whether line eyebrow, line lip,etc. are medical cosmetology or life beauty treatment      210

Chart: Different schooling thinks whether line eyebrow,etc. are medical cosmetology or life beauty treatment      211

Chart: Information which consumers want to know at first while choosing the cosmetics     212

Chart: Rectify and standardize primary problem of the cosmetics market       215

Chart: Comparison of different factors that consumers choose shampoo      216

Chart: Comparison that consumers had a partiality for the shampoo function       217

Chart: The anti-aging cosmetics in western Europe take the proportion of the cosmetics   227

Chart: The anti-aging cosmetics of our country take the proportion of the cosmetics  227

Chart: Situation of main countries and regions of the imported and exported cosmetics of our country   230

Chart: The imported data statistics of lip cosmetics in 2005      232

Chart: The imported data statistics of eyes cosmetics in 2005  233

Chart: The imported data statistics of nail cosmetics in 2005    233

Chart: The imported data statistics of foundation in 2005  233

Chart: The imported data statistics of other cosmetics in 2005 234

Chart: The imported data statistics of toothpaste in 2005  234

Chart: The imported data statistics of other cleaning teeth products in 2005 234

Chart: The imported data statistics of tooth line in 2005     234

Chart: The imported data statistics of buccal cleanser in 2005 235

Chart: The imported data statistics of other hair-care products in 2005  235

Chart: The imported data statistics of shampoo in 2005     235

Chart: The imported data statistics of marcel products in 2005 235

Chart: The imported data statistics of hair spray in 2005   236

Chart: The imported data statistics of shaving cream in 2005   236

Chart: The imported data statistics of deodorant and antisudorific in 2005    236

Chart: The imported data statistics of other body shampoo in 2005 236

Chart: The imported data statistics of depilatory and other cosmetics in 2005      237

Chart: The imported data statistics of perfume and floral water in 2005  237

Chart: The imported data statistics of soap in 2005    237

Chart: State that the cosmetics enterprises of our country on network    267

Chart: The distribution proportion of gross sales amount of cosmetics market of our country    289

Chart: The ownership composing of cosmetics trade enterprises of our country   290

Chart: Brand list of the classical cosmetics of 2005     291

Chart: Ten major brand list of cosmetics at home of 2005  291

Chart: Popularity analysis of the shampoo brand 292

Chart: The market occupancy situation of shampoo brand of our country     293

Chart: The market occupancy situation of hair-care articles market 294

Chart: The main brand market situation of national large-scale retail enterprise's cosmetics     296

Chart: The occupancy situation of color make-up market of our country 297

Chart: The main brand market situation of national large-scale retail enterprise's beauty products  298

Chart: The brand occupancy situation of Guangdong color make-up market of 2005  300

Chart: The consumption frequency of Guangzhou cosmetics consumer in August - November of 2005  301

Chart: The most frequently used cosmetics brand of the consumers in Guangzhou of 2005     302

Chart: Cosmetics brand loyalty of the consumers in Guangzhou of 2005       303

Chart: The main consideration that consumers in Guangzhou buy the cosmetics in 2005  303

Chart: The main consider function that consumers in Guangzhou buy the cosmetics in 2005   304

Chart: Guangdong Province cosmetics consumption account for the national proportion in 2005    305

Chart: In 2005 the ratio that overseas famous brand cosmetics occupy the Shenzhen market  306

Chart: The brand occupancy situation of color make-up market of Shanghai       312

Chart: The brand occupancy situation of cosmetics market of Shanghai       313

Chart: The top ten enterprises that occupies the market of Beijing  315

Chart: The occupancy situation of every brand of cosmetics market of Beijing of 2005      316

Chart: Means of Beijinger's cognition of domestic countries brand   317

Chart: Means of Beijinger's cognition of foreign countries brand      317

Chart: P&G's overview       353

Chart: The appraisal comparison on Amway Company of three cities of Beijing, Shanghai, Guangzhou  371

Chart: The index per share of Shanghai Jahwa Limited Company in 2005     396

Chart: The profit composing form of Shanghai Jahwa Limited Company in 2005  397

Chart: The earning capacity of Shanghai Jahwa Limited Company in 2005   398

Chart: The management ability of Shanghai Jahwa Limited Company in 2005      398

Chart: Capital structure of Shanghai Jahwa Limited Company in 2005    399

Chart: The development capacity of Shanghai Jahwa Limited Company in 2005  399

Chart: The proportion that Sun-proof cosmetics to cosmetics market     466

Chart: 12 kinds of sun-proof products welcomed by the net friend most in 2005   469

Chart: Retail sales prediction of sun-proof cosmetics in 2001-2006 476

Chart: Increase rate prediction of retail sales of sun-proof cosmetics in 2001-2006    477

Chart: The market scale sketch map of man’s cosmetics of our country 492

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