China's personal care industry has maintained growth in recent years, and Chinese brands have actively exerted power on e-commerce channels, continuously increasing investment in e-commerce channels, and the proportion of consumption in beauty and personal care e-commerce channels has continued to rise, and the influence of e-commerce channels has further increased.

In the past 8 years, the penetration rate of personal care groups in the personal care market has continued to rise, and the consumption scale has also shown a growing trend, with a compound growth of more than 10% in the past 8 years, and the consumption scale has exceeded 5.5 billion, covering more than 700 million people. The price increase of consumer side customers and the increase of old customers are driven by both, and consumers' re-purchase mentality is cultivated and they are increasingly pursuing high-quality personal care products. Supply-side businesses continue to enter the market, and the number of businesses has grown by nearly 10% in the past eight years.

In each market segment, the volume and consumption growth rate of hair care market are the highest, and new customers continue to integrate and consumption upgrading are jointly driven. The feminine care market audience is growing rapidly, the old customers are the core group and their re-purchase stickiness is further strengthened. The concept of menstrual care and private part care is gradually gaining popularity. The body care and oral care market has entered a stable development period, and the market size is stabilizing.

Tmall personal protection market head merchants in various industries to international big names, with the influx of a large number of emerging brands to drive the market to further vigorous development, according to the latest data, nearly a year the market emerged of new brands broke 6,000, the increase in the previous year on the basis of further. From the situation of each secondary industry, the scale of new products in the hair care industry has expanded rapidly, and the new products in the oral care industry have increased efficiency most significantly.

Consumers' personal care concept and cognition are becoming more mature, and the brand's continuous investment and innovation in the field of effective care have jointly created today's era of personal care. Increasingly sophisticated lifestyle, increasingly sophisticated user operations, and continuous innovative product development have created the continuous growth of new trends, and we believe that there are still many subdivision opportunities waiting to be tapped in the future.