 05-Oct-18, HKTDC 

Chinese society is undergoing a new round of consumption upgrade as living standards and people’s incomes rise. Consumption of leisure services by the mainland middle class has grown rapidly. More than a third say they have visited beauty salons/spas for massage/facial/skin treatments in the past year. The frequency of patronising related services has also increased.

Image: HKTDC Research

For middle-class consumers, looks increasingly matter, making them more eager to try beauty treatments. New-generation consumers seem to be more concerned about their looks than the older generation. They do not just seek to improve their own looks but compete with others over their appearance. Some use beauty services in order to look younger than people their own age. Competition has shifted from clothing brands to looks.

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 Consumer & Retail insights