In recent years, the Russian cosmetics market has expanded rapidly. According to data provided by authorities such as [Staraya Krepost], sales of domestic cosmetics in Russia increased by 12.9% year-on-year to US$7 billion in 2005, compared with sales of only US$3 billion in 2000. Miraculously increased by 2-3 times in 5 years. Russia has become an emerging market in the world's cosmetics market that cannot be underestimated. In order to provide reference for cosmetics manufacturers interested in entering the Russian market, the text will analyze the background, current status and future trends of the Russian cosmetics market based on data provided by various authorities.
In the past eight years, the Russian economy has experienced rapid growth under the rapid development of the energy economy, which is dominated by the oil economy. According to data provided by Russian News Agency economic observers, Russia’s gross domestic product has increased by 70% in the past eight years. With such a rapid development of the economy, Russia’s per capita income has been significantly improved. In the central areas of some of the bustling major cities (such as Moscow and St. Petersburg), the number of emerging wealthy people is increasing. The age structure of these affluent classes tends to be younger, and the richest people under the age of 45 abound. These young rich people are open-minded and pursue the luxurious life of the wealthy class in developed capitalist countries. Therefore, they have huge demand for cosmetics, especially high-grade cosmetics. This directly stimulates the growth of the Russian cosmetics market.
Secondly, with the development of the economy and the renewal of social concepts, more and more women are entering the workplace, and many of them are management personnel of the company. The increase in the income of women, especially the young women in the Russian cosmetics market, has also provided a strong impetus to the development of the Russian cosmetics market.
These two points are not only the main reason for the rapid growth of the Russian cosmetics market, but also make Russian consumers have the following characteristics when purchasing cosmetics: 1) Pay attention to the efficacy of the products, and the price requirements are relatively loose; 2) Purchase products At the same time, it also pays attention to enjoying the luxury shopping pleasure and obtaining professional beauty guidance; 3) It is easy to be influenced by the fashion trends of developed countries, especially European and American countries.
Because women in Russia have been affected by the dry northerly winds and bad weather for many years, the skin is very vulnerable. Therefore, improving the skin condition and making them more youthful and beautiful have become one of the main motives for Russian women to buy cosmetics. With the improvement of living standards, Russian-made cosmetics, which are mainly in the middle and low-end, have been difficult to meet the needs of Russian women. Therefore, foreign famous brand cosmetics with remarkable effects are favored by Russian women. When Russian women buy these cosmetics, they pay the most attention to the efficacy of the products. As long as these cosmetic effects make them satisfied, she does not care too much about the price of the products. Cosmetics from a well-known Japanese brand are sold in Russia at a price 2-3 times higher than the Japanese market price, but they are still sought after by Russian women. In order to pay attention to the efficacy of products, Russian women have to use the trial clothes to feel the efficacy of the products before purchasing high-grade cosmetics. If the test results can make them satisfied, they will reduce the price and purchase the products. “The same kind of cosmetics, after the trial supply, sales increased by 20%,†said the head of the cosmetics sales department of a famous Russian department store.
At present, Russia's main cosmetics consumer groups dominate the middle and high income levels. They also see this as a process of luxury when buying premium cosmetics. They not only want to enjoy the beauty that cosmetics bring to them, but also enjoy the intimate and professional service provided by the clerk at the time of purchase. Therefore, many high-end cosmetics companies aiming at middle- and high-level consumers are paying attention to providing customers with intimate services while selling high-quality cosmetics, and will teach them the beauty methods that suit them.
Due to the innovation of the concept of the times, the Russians no longer reject the culture of advanced capitalist countries and begin to accept the culture and fashion trends of these developed countries. Some emerging affluent classes are constantly aligning with the living patterns of developed countries in Europe and America. Therefore, Russian consumers are also very susceptible to the trend of fashion in developed countries in terms of beauty and makeup. The cosmetics purchased are mostly in Europe and the United States, accounting for more than 90%.
In the past year or two, Russian TV stations have introduced Korean dramas such as "Winter Sonata". In Russia, a large-scale Korean wave has also been set up. Russian consumers, who are susceptible to the trends of developed countries, have also begun to imitate the makeup of the heroine in Korean dramas and have begun to use Korean cosmetics. According to the statistics. Compared with the first half of 2006, sales of Korean cosmetics in Russia increased by 36.5% in the first half of 2007 to US$2.57 million.
Although Russia's cosmetics market has experienced rapid growth, in general, it is still in short supply. The annual average cosmetics consumption of women in the United States and France is 291 US dollars, while the average annual cosmetics consumption of Russian women is only 73 US dollars, only 1/4 of them. With the increase of women's income, the Russian cosmetics market will have greater development potential. .
According to the forecast of the future female population of Russia and the forecast of per capita income provided by the United Nations, some scholars estimate that sales of Russian cosmetics will reach US$11.1 billion in 2010, US$15.9 billion in 2015, and US$20.8 billion by 2020.
Affected by the expansion of the cosmetics market, foreign cosmetics manufacturers are also actively occupying the Russian cosmetics market. Although the current cosmetics in Russia and Europe have an overwhelming advantage, Japanese cosmetics manufacturers are also increasing their sales pitch against Russia.
Shiseido has entered the Russian market through an agency since 1999, under the influence of high growth rates with double-digit annual sales growth, in May 2007. The company established a wholly-owned subsidiary in Russia [shiseido (RUS), LLC.] and began selling products from January 2008.
POLA, another established Japanese cosmetics manufacturer, officially launched sales in Russia on November 15, 2007 in the famous department store [tsum] in Moscow. POLA's target customers are emerging affluent groups in Russia. The prices of products sold are mainly 6,000 yen (about 420 yuan) to tens of thousands of yen, and some cosmetics are sold for hundreds of thousands of yen. The products mainly include basic skin care products and makeup products. POLA sends sales to Russia
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