Beauty & Skincare Reseller Survey - Indonesia

November 2022

Sales Lead GLG Project Manager

Rayan Modi Priyank Abhishek
+912271020805 2271020817
rmodi1@glgroup.com pabhishek@glgroup.com
 S1: What products do you sell?

98%

84%

34%

20%

6%

Beauty products Skincare products Apparel and Electronics Hard goods (toys, Grocery Home Improvement Others
accessories office goods, home
furniture, etc.)

Base: Total Answering 100

 S2: Which of the below applies to you?

68%

60% 59%

Selling beauty or skincare products in Selling beauty or skincare products on Selling beauty or skincare products on None
independent offline store/home marketplace (Tokopedia, Shopee, etc.) social media (Instagram, Tiktok, etc.)

Base: Total Answering 100

S3: What is your monthly turnover?

40%

32%

28%

Less than IDR50mn Between IDR50mn and IDR100mn Between IDR100mn and IDR500mn Above IDR500mn

Base: Total Answering 100

S4: Where are you located?

100%

India Indonesia Thailand Philippines Vietnam China Singapore Others

Base: Total Answering 100

Q1: Where are you in Indonesia?

44%

19%
17%

12%

8%

Java Island Sumatera Islands Sulawesi Island Kalimantan Islands/Borneo Papua Islands

Base: Total Answering 100

Q2: You mentioned you sell products on online marketplaces or social media. In that case, how much are you paying on
logistics?

62%

30%

8%

<5% of price of goods Between 5-10% of price of goods >10% of price of goods

Base: Total Answering 79

Q3: How many brands do you sell?

51%

26%

11%

7%
5%

1-5 6-10 11-15 16-20 More than 20

Base: Total Answering 100

Q4: How many SKUs do you sell?

29%
27%

14%

10%
8%
7%
5%

1-5 6-10 11-15 16-20 21-25 26-30 More than 30

Base: Total Answering 100

Q5[Grid Summary]: What are your top 10 best performing brands? – (Part 1 of 3)

1% 1%

Scarlett N=100 19% 12% 11% 2% 4% 49%

1% 1% 1%

Skintific N=100 15% 7% 8% 4% 4% 2% 56%

1% 1%

Dear Me Beauty N=100 11% 16% 5% 8% 9% 10% 7% 5% 2% 27%

1%

Avoskin N=100 10% 8% 12% 6% 5% 6% 2% 50%

1%

Luxcrime N=100 9% 14% 8% 7% 7% 3% 2% 4% 45%

1%

Azarine N=100 6% 14% 5% 6% 6% 4% 7% 51%

1%

Whitelab N=100 6% 3% 6% 5% 2% 5% 4% 2% 65%

1% 1% 1%
1%
Hanasui N=100 4% 5% 7% 8% 15% 4% 5% 49%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9 Rank 10 Not Ranked

Base: Total Answering (Variable Basing)

Q5[Grid Summary]: What are your top 10 best performing brands? – (Part 2 of 3)

1% 1%

Lacoco N=100 3% 3% 9% 10% 8% 6% 6% 53%

7% 1%

Grace & Glow N=100 2% 7% 7% 15% 5% 6% 46%

1% 1% 2%
2%

Barenbliss N=100 2% 3% 8% 4% 3% 78%

1% 1%

Somebymi N=100 3% 5% 7% 3% 4% 9% 5% 62%

1% 2% 3%

Skin Theory N=100 2% 2% 6% 5% 3% 2% 74%

1%

W Dressroom N=100 3% 2% 4% 3% 2% 85%

2%

Pinkflash N=100 2% 4% 4% 5% 7% 3% 2% 71%

1%

Studio Tropik N=100 3% 7% 2% 2% 5% 79%

1%
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9 Rank 10 Not Ranked

Base: Total Answering (Variable Basing)

Q5[Grid Summary]: What are your top 10 best performing brands? – (Part 3 of 3)

2% 1%

HN N=100 5% 7% 4% 2% 79%

1%
2% 1%

Trueve N=100 3% 4% 6% 3% 4% 76%

1% 1%

Kleveru N=100 2% 4% 2% 90%

1% 1%

Implora N=100 2% 3% 3% 2% 3% 2% 83%

1% 1% 1% 2%

Pinkberry N=100 3% 4% 3% 84%

1% 1%

Focallure N=100 2% 5% 3% 88%

1% 2%
1% 1%

Others N=100 11% 3% 3% 2% 8% 69%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9 Rank 10 Not Ranked

Base: Total Answering (Variable Basing)

Q6: How much does your top 10 brands contribute to your overall revenue?

28%

24%

16%
15%

9%

4% 4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Base: Total Answering 100

Q7_1[Mean Summary]: Premium brands - What are the price ranges of the SKUs you sell?

475150.00

257450.00

Lower range N= 100 Upper range N= 100

Mean

Base: Total Answering (Variable Basing)

Q7_2[Mean Summary]: Mid brands - What are the price ranges of the SKUs you sell?

268400.00

107690.00

Lower range N= 100 Upper range N= 100

Mean

Base: Total Answering (Variable Basing)

Q7_3[Mean Summary]: Budget brands - What are the price ranges of the SKUs you sell?

106200.00

30080.00

Lower range N= 100 Upper range N= 100

Mean

Base: Total Answering (Variable Basing)

 Q8: From where, do you usually source your products?

83%

67%

43%

From online platforms like Tokopedia, Shopee, Raena From offline wholesale, distributors Directly from the brands
etc.

Base: Total Answering 100

 Q9: You mentioned that you source products from online platforms. Which platforms do you use for sourcing the products
you sell?

65%

59%

41%

35% 35%

25%

5% 4% 4%
2%

Tokopedia Shopee Raena Bukalapak Sociolla Blibli Independent Beautyhaul Aliexpress Others
brand’s website

Base: Total Answering 83

Q10: How many suppliers do you work with?

48%

22%
21%

5%
3%
1%

1 2-3 4-5 6-7 8-9 9-10 More than 10

Base: Total Answering 100

 Q12[Grid Summary]: Mentioned below are the suppliers/channels you mentioned you source products from. How did you
start buying from the below suppliers?

2%
3%

6% 8% 7%
14%
19%
24% 33% 33%
26% 5%
29% 5%
24% 56%
6% 51%
4% 74%
34% 14% 3%
100% 26% 43% 100% 33% 3%
33%
7% 18% 67%
38%
14%
37% 39% 5%
29% 33%
27% 24%
17% 19%
10%

Independent Tokopedia Shopee Blibli Bukalapak Aliexpress Sociolla Raena Beautyhaul [Q9_Other] Offline Directly from
brand’s N= 54 N= 49 N= 21 N= 29 N= 2 N= 29 N= 34 N= 3 N= 3 Wholesale, the brands
website Distributors N= 43
N= 4 N= 67
Referral from colleagues or friends Social media ads Search engine ads Looking for it intentionally Offline ads Workshops and events Others

Base: Total Answering (Variable Basing)

 Q13: How confident are you with your current supply source?

30%

24%

20%
19%

5%

2%

0 - No 1 2 3 4 5 6 7 8 9 10 - Very high
confidence confidence

Base: Total Answering 100

Q14[Mean] : On an average, how much gross margins in percentage are you able to make?

41.50

Mean

Base: Total Answering 100

 Q15[Grid Summary]: What are 3 key drivers for choosing which brands you sell?

Popularity or trend N=100 41% 16% 9% 34%

Quality of product N=100 13% 21% 24% 42%

Strong brand N=100 12% 11% 8% 69%

Expensive price N=100 8% 92%

Consistency of supply N=100 7% 20% 9% 64%

High availability N=100 7% 11% 20% 62%

1%
Cheap price N=100 6% 4% 89%

Higher margin for seller N=100 4% 15% 5% 76%

User requested N=100 2% 3% 13% 82%

High turnover N=100 2% 8% 90%

Low availability N=100 100%

Other N=100 100%

Rank 1 Rank 2 Rank 3 Not Ranked

Base: Total Answering (Variable Basing)

 Q16[Grid Summary]: What are 3 key drivers for choosing which SKUs you sell?

Specific purpose or function of

23% 14% 9% 54%
the product N=100

Good reviews N=100 19% 11% 22% 48%

User requested N=100 18% 25% 15% 42%

Popularity N=100 17% 19% 12% 52%

Popular category N=100 13% 11% 15% 61%

Cheap price N=100 5% 3% 7% 85%

High margin N=100 4% 11% 16% 69%

1%

Expensive price N=100 99%

High turnover N=100 6% 4% 90%

Other N=100 100%

Rank 1 Rank 2 Rank 3 Not Ranked

Base: Total Answering (Variable Basing)

 Q17[Grid Summary]: What are 3 key drivers for choosing which supplier to buy from?

Availability of goods N=100 37% 11% 7% 45%

Low price N=100 16% 7% 3% 74%

Consistency of supply N=100 10% 18% 7% 65%

Incentives (discounts, vouchers,

9% 8% 17% 66%
cashback, etc.) N=100
High variety of products or
9% 11% 7% 73%
brands N=100
Good selection of curated
6% 5% 3% 86%
products or brands N=100
Carrying high demand brands
6% 10% 6% 78%
N=100

Cheap delivery price N=100 4% 7% 8% 81%

Convenient ordering N=100 2% 13% 18% 67%

1%
Providing value add services
12% 87%
N=100

Good reviews N=100 10% 11% 79%

1%
Referral from friends or
99%
colleagues N=100

Other N=100 100%

Rank 1 Rank 2 Rank 3 Not Ranked

Base: Total Answering (Variable Basing)

Q18[Mean] : How long are your inventory days- basically how long from the moment you purchase your inventory until you
sell it?

47.85

Mean

Base: Total Answering 100

 Q19[Grid Summary]: What are the key 3 issues you’re facing when it comes to getting in supplies?

Inconsistent supply N=100 30% 15% 8% 47%

Logistic costs are high N=100 17% 13% 18% 52%

Late or unpredictable deliveries

15% 22% 18% 45%
N=100

High price N=100 12% 9% 6% 73%

Low availability N=100 11% 17% 10% 62%

Fluctuating quality of goods

9% 14% 21% 56%
N=100

Fluctuating price N=100 6% 10% 19% 65%

Other N=100 100%

Rank 1 Rank 2 Rank 3 Not Ranked

Base: Total Answering (Variable Basing)

 Q20[Grid Summary]: What are the key 3 issues you’re facing when selling the products?

High competition with other

39% 12% 6% 43%
shops N=100

Price sensitivity very high N=100 14% 16% 8% 62%

High competition with other

12% 30% 9% 49%
brands or products N=100

Buyer traffic is too high to cater

11% 9% 8% 72%
to N=100

Low traffic of buyers N=100 10% 4% 10% 76%

Difficulty in marketing new

6% 6% 20% 68%
products N=100

Difficulty in marketing the shop

5% 10% 17% 68%
N=100

Unsure what customers want or

2% 5% 5% 88%
are looking for N=100
1%
High discounting necessary
8% 17% 74%
N=100

Other N=100 100%

Rank 1 Rank 2 Rank 3 Not Ranked

Base: Total Answering (Variable Basing)

Q21: Do you employ “content creation” and “social media selling” to sell your products?

78%

22%

Yes No

Base: Total Answering 100

 Q22: You mentioned that you employ content creatio to sell your products. In that case, who creates the content?

32%

29%

23%

10%

5%

Partnership with content Self-made by the shop Commissioned by the Provided by the brands Outsourcing publicly Provided by supplier Others
creator or influencer shop (by freelancer, available content
agencies, etc.)

Base: Total Answering 78

OQ: As a reminder, you must not disclose any confidential or material, non-public information in your responses to the questions in this survey.
The client commissioning this survey could be seriously harmed if you were to do so. Accordingly, do you agree that: You will not provide any
information that you have a contractual or legal duty to keep confidential; You will not provide any information that identifies you or your
employer (if applicable) in any comment box in the survey; and You will decline to answer any question in the survey in order to comply with
your obligations to past or present employers or other third parties.

100%

I agree I disagree

Base: Total Answering 100

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