Italy's cosmetics manufacturing industry continued to grow steadily

In 2018, the total sales volume of Italian beauty industry was close to 11.4 billion euros, an increase of 2.1% year on year, of which the sales volume of overseas market increased by 3.8% year on year, accounting for 42% of the total sales volume, and the trade surplus exceeded 2.7 billion euros. At the COSMETICA Italia conference in 2019, the consulting firm ermenea released the 2018 annual beauty report. According to the data of this report, the total sales volume of Italian beauty industry in 2018 is close to 11.4 billion euros, with a year-on-year growth of 2.1%, of which the sales volume of overseas market is 3.8%, accounting for 42% of the total sales volume, and the trade surplus is more than 2.7 billion euros. Beauty industry is also a very young industry: 38% of the companies have been established for less than 10 years, and the overall debt level and profit level are better than the overall level of Italian manufacturing industry. In addition to the 2.6% decline in 2009, which was the most serious economic crisis, the Italian beauty industry has maintained annual growth from 2007 to 2018. In the first half of 2019, the sales volume of Italian beauty industry is expected to further increase by 2.6%, and the export volume will increase by 3.6%. There are 1300 enterprises and more than 35000 employees in the beauty industry in Italy. If the downstream supply chain personnel are included, the total number of employees involved is more than 200000. According to the data of Intesa Sanpaolo bank, from 2016 to 2017, the average growth rate of Italian cosmetic industry was 10%, next to pharmaceutical industry (+ 10.8%) and leather industry (+ 10.1%), ranking the third in all industries; the average EBIT margin was 8.8%, next to pharmaceutical industry (9.6%), higher than glasses industry (7.7%) and leather industry (5.4%). Matteo Moretti, President of the Polo della cosmosi Association, commented: "this report proves the value of the beauty industry, and these data are very striking. If there is any deficiency, it is the lack of official certification of Italian beauty industry. Certification from the government can promote more effective scale growth of enterprises and the whole cluster, enhance competitiveness in the international market, and also better attract overseas investment.

Because they have to continue to invest actively, beauty companies respond quickly to the market. " Nadio Delai, President of ermenea, stressed: "they are closely connected with consumers in terms of culture, behavior and emotion, which is the basis of their enterprise competitiveness." "We are very proud to be a model of the glorious history of Italian manufacturing, "commented Renato ancorotti, chairman of cosmotica Italia:" the industry has developed and is one of the high-level industries representing Italian manufacturing. " Disintermediation of supply chain 39% of the enterprises use the sales channels of external wholesalers or distributors, and 14.3% of them are transforming to fully use their own sales channels. On the whole, 81% of enterprises have begun to use their own sales channels partially or completely. Edoardo Bernardi, CEO and general manager of Estee Lauder's Italian branch, said: "our industry is far ahead in terms of disintermediation. Now, thanks to the digital platform, we can establish a direct dialogue network with a wider consumer group through social media. " Benedetto lavino, CEO and general manager of Bottega Verde, an Italian beauty brand, added: "when a consumer completes a purchase at a point of sale, we can send a text message immediately to get feedback on their satisfaction." At the same time, the use mode of e-commerce channel in beauty industry is also changing, and it is more inclined to combine other sales channels. "More than 74% of the companies surveyed said they would combine e-commerce channels with other channels in terms of sales promotion and brand awareness," said Delai. In addition, 94% of the enterprises interviewed said that digitalization is very important to improve the efficiency and competitiveness of the company. Nearly 60% of the enterprises said that they have made relevant plans or taken measures to enhance the digitalization progress of the enterprise. According to the report, on average, 7% of the interviewed beauty companies have invested in R & D, while the average level of Italian manufacturing industry is only about 3.5%.