Considered the starting point of the Silk Road in ancient China, Xi’an has been immersed within a diversified culture under the strong influence of Western Ethnicities, which directly contributed to a deep tradition of routinized fragrance use and make-up. Thanks to the rising income levels, department stores featuring wide selection of both premium and mass products are dominating distribution. To the contrary, beauty specialist stores are struggling with limited access to Xi’anese.
Embracing a deep tradition of fragrance use dating back to Han dynasty when perfume products were brought to Xi’an from the Silk Road, the city has revealed a strong demand for fragrance. Besides, residents from other ethnic groups in Xi’an, generally with stronger body smell, further strengthen the need for fragrance products. Meanwhile, consistently rising income levels render premium fragrance particularly popular among Xi’anese.
Typically featuring a wide selection of brands and products, department stores in Xi’an not only set up stores or counters for premium beauty brands, but also leave adequate selling spaces for mass brands generally retailed in hyper/supermarkets otherwise. Meanwhile, worsened air pollution also excite growth of premium products, which are generally retailed at department stores.
As the capital to multiple dynasties in ancient China, Xi’an has cultivated a long tradition of leading the make-up trend ahead of the entire country in the past,underlying a great demand for colour cosmetics by modern Xi’anese. Besides,the historical integration with other western ethnicities in Xi’an leads to anaesthetic celebrating western faces, which particularly fuels up growth of cosmetics with vibrant colours to create more sculptured face.
Faced with the aggressive performance of department stores, beauty specialist stores in Xi’an are struggling to maintain their tiny shares in the market with lower pricing and varied trendy products. The small urban area of Xi’an makes the fragmented distribution of beauty specialist stores in suburban region, further frustrating their access to consumers.
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