Commerce Ministry Recommends Exporters Use Online CBEC Channels to Tap Chinese Cosmetics Market
Thailand's Commerce Ministry urges cosmetic exporters to use cross-border e-commerce platforms to access China's booming cosmetics market, projected to reach 2.9 trillion baht by 2025. CBEC channels offer relaxed regulations and tax benefit
The Commerce Ministry has advised exporters to leverage cross-border e-commerce (CBEC) platforms to penetrate the lucrative Chinese cosmetics market. According to Sunantha Kangwalkulgij, Director-General of the International Trade Promotion Department under the Ministry of Commerce, the ministry has tasked commercial attachés stationed abroad with surveying trade routes and export opportunities for Thai products in their respective countries. Recently, the ministry received a comprehensive report from Sakorn Sansopha, Director of the Thai Trade Promotion Office in Shanghai, detailing the Chinese cosmetics industry's consumer behavior, market conditions, and export opportunities for Thai cosmetic products.
Commercial attachés report that China has become one of the world's leading cosmetics consumption markets, demonstrating strong domestic purchasing power and significant growth potential. The Chinese cosmetics market is projected to reach 579.1 billion yuan (approximately 2.895 trillion baht) in 2025, a substantial increase from 445.9 billion yuan (approximately 2.229 trillion baht) in 2024.
When purchasing cosmetics, Chinese consumers prioritize product efficacy, ingredients, and brand reputation. Their preferred shopping channels are e-commerce platforms such as Taobao and JD.com, which dominate the cosmetics purchasing landscape. Physical retail options include official brand stores and retail chains like Watsons and The Colorist.
Chinese consumers favor eco-friendly, minimalist, and modern packaging designs, as well as luxury and retro-styled packaging. The most frequently used cosmetic products include face and neck care products, followed by lip products, eye products, foundations, lip care products, and eye cosmetics. Consumers seek products that provide hydration, skin tightening, brightening effects, and blemish reduction, while desiring long-lasting results and improved after-sales service.
The Chinese cosmetics market is substantial with high demand and strong growth potential. However, Thai entrepreneurs face intense competition from well-established and recognized brands. To successfully enter the Chinese market, Thai cosmetic manufacturers should prepare competitive products with proven hydration and skin-tightening benefits, lasting results, eco-friendly and modern packaging, and clear label descriptions. The cross-border e-commerce (CBEC) channel is particularly favorable, offering relaxed regulations, simplified labeling requirements, and customs tax exemptions that reduce costs. Thai entrepreneurs seeking to export cosmetics to China should seriously consider starting with CBEC platforms.
