The secret to grabbing orders at overseas beauty exhibitions: Alibaba International Station summarizes the latest trends in beauty overseas expansion

In recent years, Chinese cosmetics products exported overseas have attracted much attention. So what kind of cosmetics products do European consumers like this year?

After taking foreign trade companies to participate in Germany's most influential Düsseldorf Beauty Expo, Alibaba International Station summarized first-hand beauty and cosmetics overseas trends so that more beauty and cosmetics merchants can "copy homework"!

(Photo: Beauty salon development site in Düsseldorf, Germany)

It is reported that European consumers value environmental protection the most. A number of water-saving disposable cosmetics are particularly popular, which can be confirmed by the data of Alibaba International Station. The overseas demand for disposable cosmetics has increased by 190% year-on-year. The use of more recyclable materials in packaging and other links can also attract more attention from overseas buyers.

From a more specific perspective, serums, facial masks and moisturizing beauty products with added vitamin C have become one of the most common products. Orange and lemon elements can be seen everywhere at the exhibition . According to overseas buyers, naturally extracted vitamin C can not only provide more functions for products , but also convey an image that is closer to nature, environmentally friendly and sustainable , which can attract overseas consumers.

Judging from the behavior of local consumers, the use of anti-aging products is breaking through age restrictions. A survey conducted by Skinstore found that influenced by social media, the demand of young consumers is increasing. In the European market, 60% of women aged 18 to 34 use anti-aging products regularly.

This has greatly increased the demand for anti-aging products. In the past year, the number of buyers who purchased anti-aging essences on Alibaba International Station surged by 291% year-on-year.

The impact of the epidemic on beauty consumption habits is differentiated: some people are returning to beauty salons, so a large number of overseas hair salons, nail salons, and beauty shops have begun to resume large-scale purchases; another group of people have maintained some home beauty habits, and a series of DIY beauty products such as wearable nail stickers continue to be popular.

In addition to these new trends, as overseas markets are still in a relatively high inflation cycle, prudent consumption is still the mainstream in the European and American markets, which also keeps the market demand for " big brand substitutes" growing. According to overseas buyers, "multi-effects in one" beauty products are very popular in the local market. It is not only convenient, but also very important to save money. One product has multiple functions, which avoids repeated purchases.

This allows Chinese cosmetics, which have always been known for their "high cost-performance ratio", to continue to maintain their competitiveness. Alibaba International Station predicts that with the recovery of offline social activities and salons, the cosmetics industry is expected to usher in greater business opportunities. Currently, the core export markets for Chinese cosmetics and skin care products are still in Europe and the United States, while the opportunity markets are mainly in ASEAN, Africa and the Middle East.

Overall, domestic beauty products are bucking the trend and winning a larger market share globally .

For example, Xie Xiaohong, foreign trade manager of Guangzhou Laiqian Cosmetics Co., Ltd. , said: "We have not felt the shrinking overseas demand at all. We have been very busy taking orders recently and the growth momentum is quite strong." As a mid-to-high-end beauty company, Laiqian Cosmetics regards the International Station as one of its most important customer acquisition platforms, and the scale of orders from the International Station has doubled as a proportion of its total business.

Xie Xiaohong feels: "Foreign customers have more and more trust in Chinese products, and many orders are placed by customers themselves."

In fact, beauty companies that followed Alibaba International Station to participate in the Düsseldorf Exhibition in a combination of online and offline forms also gained a lot. Fang Hui, founder of Guangzhou Yaxin Technology Co., Ltd., who participated in the exhibition overseas for the first time, said: "I can't remember how many business cards I sent out. I also brought a notebook with me to write down the customers who had clear intentions. There were probably 30 or 40 customers."

Alibaba International Station