The Shampoo Market in China is a fast growing Market, and today our expert will explain what are the Top Marketing strategies to sell Shampoo Products in China.

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The Chinese market contains a shampoo market of 30 million yuan and a hair-care market of 20 million yuan. From a long-term view, the prospects of the shampoo market are booming. The global shampoo market is predicted to grow to about $25.73 billion by 2020. It is predicted that in the next 5 years the annual growth rate of shampoo and hair-care industry will be 1.8%.

Shampoo industry is a huge opportunity for foreign brands, nowadays foreign brands P&G (Head & Shoulders, Rejoice, Pantene, etc.) and Unilever (Lux, Hazeline, etc.) occupies 75% of the Chinese shampoo market, they entered China in the ’80s and ’90s of the last century. Group C-BONS takes about 15% and the third group includes local brands as TKCL, HOUDY, etc. about 10% of market share.

Tier 1,2 cities as Shanghai, Guangzhou, Beijing, etc. are represented by the first group mostly as P&G and Unilever, local Chinese brands are represented in Tier 3 cities.

Even ten years ago Chinese consumers didn’t pay too much attention to shampoo and hair care products as they do now. This trend is especially growing amount young Chinese consumers born in ’80-’90s, hair washing is becoming more than a daily routine, make people choose products by shampoo ingredients, effectiveness, type of skin and other criteria.

Consumers are becoming more cautious when it comes to product choice. Indeed, according to the latest Mintel research, 81% of urban Chinese consumers say they prefer to buy all-natural hair care products and 10% rate the presence of natural ingredients as their most important purchase influence.


Any brand enters the Chinese market should identify the right target audience for a successful marketing campaign. Each category of consumers prefers using shampoo from different market segments, as old people use popular brands like Head & Shoulders, Rejoice, Pantene which are well-known in China since the ’90s.

They don’t use the internet/SM for checking the product’s reviews and only select products by price/availability in offline stores. Young and middle-aged consumers are picky about choosing health care products and check a lot of comments/reviews before purchase. Chinese consumers, probably more so than any others in the world, depend heavily on product recommendations from online reviewers.



According McKinsey research word of mouth may be more powerful in China than in developed countries. An independent survey of moisturizer purchases, for example, observed that 66 percent of Chinese consumers rely on recommendations from friends and family\reviews and comments on the internet, compared with 38 percent of their US counterparts.


Q&A forums are the best choice to create an online reputation for a new brand just entered the Chinese market. Right keywords and mentioning of the brand name will help to increase visibility in Baidu. Forums as Baidu Zhihu, Baidu Tieba, etc. are rank highly in Baidu searching engine and used by millions of Chinese people daily.



More than 70 percent of Chinese Gen Z consumers, those born after 1995, prefer buying products directly via social media than through other channels, compared with the global average of 44 percent, according to a recent study by the consulting firm Accenture.

Italian shampoo brand Davines entered the Chinese market in 2018 and started a huge marketing campaign cooperating with big KOL 叫我大表哥好吗好的 has more than 3 million followers on Weibo. She launched the contest among her followers with a chance to win 3 bottles of shampoo if the user likes and comments this post.



Davines also chose KOL 哈鲁小姐姐 in Little Red Book with 3,5 followers. KOL explained to followers how to choose a right shampoo according to your hair type and put the link to Davines store on Little Red Book directly where users can buy shampoo.




China is one of the top countries for retailers to turn their focus to in 2019. China leads the world in e-commerce, with more than 40% of the world’s e-commerce transactions taking place there, up from only 1% a decade ago. E-commerce total retail e-commerce in China will reach nearly $2 trillion in 2019.

Tmall (Chinese: 天猫) – professional online shopping platform, the quality shopping city of consumers around the world. It aims to lead Chinese consumers to discover and experience globalization and a better lifestyle in the first time, and to open up the ideal life in the trend ahead of time. Tmall is the platforms for famous brands with a good reputation out of the platform.

Little Red Book, also known as Xiaohongshu (Chinese: 小红书) is a social media and e-commerce platform dedicated to fashion and cosmetics.

By January 2019, Xiaohongshu says it has over 200 million registered users, with most of the users born after the 1990s (or Generation Z).


The app allows users and well-known personnel to post and share product reviews, travel blogs and lifestyle stories via short videos and photos. Xiaohongshu also operates RED Mall, which sells international products to Chinese users.


Read also:

  1. How KOL marketing works in China
  2. All about e-commerce in China
  3. How to increase your online reputation in China



  • Cheaper, than Tmall/JD
  • Dedicated to cosmetics
  • Has its own KOL on the platform
  • Fast growing platform with 300 million USD investments from Alibaba


Our White Book about Little Red Book is available. Send us an email to get it



We have a White book available about the Problem of New Brand in China. (available if you send us an email)


GMA (Official website) is specialized in the Chinese market, more precisely on digital marketing in China. We have developed a lot of successful cases, using the latest digital tools and knowing your Chinese consumers well.



1- This post is just the tip of the iceberg. There is much more to know about marketing strategy in China, those who call me will get to know more.

2- We have good case studies in Shampoo and Hair Care brands in China (I can share it to you)

3- I have extensive experience in  promoting Health Care Products in China.

4- Everyone need good advice, and I give good advice for Free.




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  1. We are still in the process of evaluating our market opportunities China. In fact we do have a limited online/offline distribution in China already but we have reasons to review our market approach. Please consider that our contact is confidential as we currently do have a distributor in China and for now we do not involve them into our strategic planning but will do this later.
    . Our question would be: “how can you support us with your Marketing services for possible CBEC or a domestic e-commerce concept. From what service modules could we chose from and what costs would be behind those service models.

    By the way: we are a cosmetic company specialized on hair care (more towards medicated shampoos than standard shampoos). We also do body care but our core competence

    is with hair care. If you need anything from our end to prepare please let me know.

    Looking forward to your comment. Thank you very much.

  2. I just launched my shampoo and haircare brand in the Philippines. My products are innovative, made from pearl extracts, and triple keratine solution more damaged hair. I think it would be very successful in China too with the good marketing campaign and by using kols as you explained in this article. Thank you for all your advice!

    1. Hi Lapeyre, thank you for your request!
      I will share with you our case study by e-mail and I’d be happy to discuss how we can help you to start selling products in China.

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