一据统计,“六五”期间我国整个化妆品行业销售收入年均增幅为16％,“七五”期间为32％,“八五”头三年为38％。目前市场还远没有饱和,预计到2000年的增长速度为45％。我国美容化妆品的年消费总额现已突破1200亿元,人均美容化妆品年消费金额超过100元,与文革时期相比,至少增长了20倍。从品牌上来讲,我国化妆品市场中的洗发类产品基本上都是合资品牌。如飘柔的市场占有率是32.5％,海飞丝13.5％,潘婷10.6％,诗芬6.8％。这些商品的市场占有率和顾客指名购买率均已达到60％以上,新品牌很难对其构成市场威胁。国产品牌只有大宝、奥妮系列具有一定的消费 According to statistics, during the “6th Five-Year Plan” period, the annual increase in sales revenue of the entire cosmetics industry in China was 16%, 32% in the “July 5” period, and 38% in the first three years of the “Eighth Five-Year Plan”. The current market is far from saturated, and it is expected that the growth rate will reach 45% by the year 2000. The total annual consumption of cosmetic products in China has now exceeded 120 billion yuan, and the average annual consumption of beauty cosmetics exceeds 100 yuan, which is at least a 20-fold increase compared with the period of the Cultural Revolution. From the brand point of view, China’s cosmetics market shampoo products are basically joint venture brands. Such as Rejoice market share is 32.5%, Hafei Fei 13.5%, Pantene 10.6%, Shifen 6.8%. The market share of these products and the purchase rate of customer referrals have reached more than 60%, and it is difficult for new brands to pose a market threat. Domestic brands only Tai Po, Oni series has a certain consumption