What cross-border consumption trends deserve attention in 2022? On January 6, tmall global, together with cbndata, released a forward-looking report on the trend. Precision skin care, body protection with oil, emotional fragrance, snack based health care, light sports wear and low sensitivity parenting have become the six new import consumption trends in 2022.
(tmall global released six import consumption trends in 2022)
The “ingredients party” of this young people’s Chinese and American makeup is growing day by day. They put aside the appearance and marketing of products, went straight to the ingredients table and studied the formula and efficacy with interest. The report shows that at present, consumers increasingly want to solve a variety of skin problems targeted and efficiently. 64% of consumers will focus on ingredients and pursue “accurate skin care” when purchasing skin care products.
In the past year, tmall Global’s sales of imported functional skin care products increased by more than 200% year-on-year, among which retinol, Bose, ceramide, fruit acid, vitamin E and other components attracted the most attention.
Not only beauty, but also the demand for personal care categories has accelerated. Hair care and body care are in line with “skin care”, and are gradually subdivided from composition to form. The report shows that “skin care with oil” is a new trend in personal care consumption this year. Hair care essential oils, bath oils, body essential oils and other categories are growing rapidly in tmall global, and efficacy is the most important decision-making factor in oil care consumption.
Under the rising of the smell economy, the consumption trend of “emotional fragrance” represented by minority perfume and home fragrance is becoming more and more significant. The report shows that young consumers are actively seeking emotional healing, and there is a strong demand for fragrance products reflecting their personal style and taste. After Tmall international, 95 people love the sea and collocation perfume, according to season, wear, mood with different fragrance, flower fragrance, fruit flavor, Oriental tune is most popular.
Health consumption is a cross-border category with emerging opportunities in 2022. The younger generation of punk health care promotes the popularity of “snack health care”. In tmall global, imported vitamins have launched soft candy dosage forms, melatonin has turned into “sleep water”, and beauty ingredients such as hyaluronic acid and nicotinamide can also be taken orally. Customized vitamins are popular.
There is also a trend of health and comfort in the fashion field, which reflects the lazy and exquisite lifestyle of young people. The report shows that the “light sports wear” with both beauty and practicality will continue to be sought after by Haitao consumers.
In addition, the post-95s and post-90s young groups joined the front line of childcare, who respected the concept of fine and professional childcare, and began “low sensitivity childcare”. In tmall global, the sales growth of hypoallergenic milk powder is ahead of the whole milk powder category, and the demand for milk powder with advanced effects such as safe hypoallergenic, allergy prevention and allergy treatment is growing rapidly.
The data show that China’s cross-border consumer users have reached nearly 300 million. The Chinese market, which has rapidly recovered from the epidemic, shows strong domestic demand potential. The new business format of cross-border e-commerce continues to attract new overseas brands and new products into China. Over the past three years, the number of overseas brands of tmall global has doubled, and the consumer population has the fastest growth after 95 and 00.
The scale of the middle class and the continuous improvement of consumer confidence have made China a market for global brands. So far, more than 29000 overseas brands from 87 countries and regions have settled in tmall global, covering more than 5800 categories, of which more than 80% have entered China for the first time.
(China Economic Net)
