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The following is the 2020 Shanhaijin – insight into beauty products under the impact of epidemic situation recommended by And this article belongs to the classification: Consumer research, Life data.

The main observations were as follows

Quasi rigid demand products, more resilient: beauty and skin care products, as quasi rigid demand products, have the priority of consumption upgrading, and are more resilient in the epidemic and post epidemic era

Young people in small towns occupy a more cornerstone position: the epidemic has a greater impact on the total demand of consumers and older people in the high-speed rail transit market, and the share of young people in big cities is relatively stable, while young people in small towns have further established a cornerstone position in the market and become a priority recovery market in the post epidemic period. The brand’s short-term repair performance needs to establish effective communication and sales channels with the market focus of this group.

Each of the four groups has its own characteristics. We should deeply understand the differences in their preferences and make communication strategies targeted

Young people in big cities have the characteristics of “self satisfaction” driven consumption, and the communication and channel strategies mainly reflect the characteristics of “multi screen, multi-channel, intensive and multi-dimensional”

Expensive products also prefer high-quality products, which is reflected in the habit of skin care, i.e. preferring to “increase the frequency of skin care and use products with better ingredients” to deal with major skin problems such as “skin sensitivity, acne and dark circles”. It has stronger information processing ability, has the habit of online consumption and active access to information through the network, and prefers to use multi screen media.

The young people in small towns have the characteristics of “real quality, authoritative endorsement”. The communication and channel strategies should reflect the characteristics of “online and offline balance” and “equal emphasis on digital and traditional”

In addition to certain requirements for product quality, the inherent demand of “believing in reality and authority” in the sinking market promotes their preference for beauty instruments and beauty salons. There is a scarcity of offline entertainment activities, and the demand is strong, which promotes the young people in small towns to be more willing to pay for online entertainment. Network usage habits and the influence of TV advertising coexist, and the linkage effect of TV advertising and network information is not bad.

The consumption habits of shallow users among the older people show signs of loss, and there are differences in communication and channel strategies. The older people in the high line highlight “offline + tradition”, while the older people in the low line embody the strategic characteristics of “Online + star + word-of-mouth”

Affected by the epidemic situation, the overall effective demand of older people has decreased, and the use habits of categories have not recovered in a short period of time, and there are signs of continuous loss. Consumption habits prefer offline, preference for domestic products, multi-channel combination advertising bombing is still an effective strategy. There are differences in online purchase behavior. Older people in high-speed line prefer online re purchase with offline store experience, while older people in low-speed line rely more on celebrity endorsement, social word-of-mouth and social purchasing agent due to lack of offline experience.

1. The status of beauty products in the hearts of consumers

The new epidemic in 2020 has created a special environment for the market to “shut down and restart” for a short time. As marketers, by observing the recovery rhythm of various industries, we can clearly see the consumption priorities of various industries in the minds of consumers, so as to help us deeply understand the consumption rigidity characteristics of various industries.

According to the monthly data trend of total retail sales of social consumer goods released by the National Bureau of statistics, the cosmetics industry, as a quasi rigid demand category, closely follows the rigid demand related categories of diet and epidemic situation, realizing the overall sales rebound from April. With the gradual easing of China’s domestic epidemic situation, the growth rate of consumption continued to accelerate and rebound. As of August, it had achieved a year-on-year growth of 3.2%, and the national commodity consumption declined by 8.5% in the same period. Therefore, the cosmetics category is second only to the diet category and epidemic category, and is as important as daily necessities.

Let’s further understand the structural impact of the epidemic on beauty products at the city level and the intergenerational level. According to the data of Shanhaijin in 2020, the proportion of national beauty consumption in family income has declined slightly (from 2.5% to 2.3%), that is, based on the survey of Shanhaijin, for every 100 yuan of income of urban families in 2020, female family members will spend 2.3 yuan on beauty consumption. Compared with different city levels, the consumption share of other basic diet and epidemic related categories increased and the consumption share of beauty products decreased in the second tier cities due to the greater impact of the epidemic. According to different generations of people, it can be seen that the post-90s’ consumption share has declined significantly due to reduced demand; the post-80s’ consumption share has remained stable, while the post-6070s’ consumption share has increased, and the reason for the growth of older people is mainly due to the decline in the penetration rate of beauty purchase affected by the epidemic, which we will further analyze later.

2. Under the impact of the epidemic, the market changes of the main groups of beauty products

Through the above analysis, we can see that the changes of consumption share in the first and second tier markets and the third and fourth tier markets are not consistent from the post-8090s to the post-6070s. In this way, we find that there are structural differences in the impact of this year’s new epidemic on urban hierarchy and intergenerational population. Therefore, in order to facilitate understanding, we divide beauty consumers into four groups according to the city level and intergenerational consumer behavior trends (the largest convention group: first and second line post-8090s, third and fourth line post-8090s, first and second line post-6070s, third and fourth line post-6070s) for further analysis.

First of all, we show the year-on-year and monthly purchase and utilization trends of the four groups, so that we can understand their behavior changes. Two main findings can be seen from the data trend in the figure below:

Whether long-term or short-term, young users still have to use it, and the utilization rate in the post epidemic era accelerates recovery. However, from the perspective of purchase rate, the long-term total purchase rate is stable, while the short-term purchase rate increases sharply, which fully shows that beauty products are just needed in normal life for the post-80s and 90s.

For older people, the long-term utilization rate has declined, and the short-term utilization rate has declined more seriously, which indicates that older people have lost about 10% of low demand consumers affected by the epidemic. With the passage of time, the use habits of skin care products gradually decreased, and the use rate did not increase in the short term, and the decline of short-term use rate was significantly higher than that of short-term purchase rate. This shows that under the impact of the epidemic, the overall use habits of skin care products of older people have deteriorated. In other words, some older users with mild use habits have lost in the sinking market, so the “concentration” of “small town ladies” has become higher.

Next, according to the changes in the size share and consumption amount of the population, let’s look at the changes in the market share of the four groups of people.

As can be seen from the figure below, beauty is a quasi rigid demand for young people, so the share of young people is growing in both high and low tier cities; the epidemic has a greater impact on the effective demand of the first and second tier cities, so the per capita consumption in the low tier market is growing regardless of age. In general, young women in small towns are growing in both the population share and per capita consumption.

As a result, we can see that the market share of young women in small towns has increased by 7 percentage points to nearly 50% after comparing the changes in two years after calculating the market share, and they have further become the main consumers in the beauty market.

3. Preference analysis of four groups of people

Next, we continue to analyze the characteristics of consumers from four dimensions: consumer channel preference, characteristics of consumer subcategories, skin problems and main coping style preference, and media and consumer values preference.

01. Consumer channel preference

In the post epidemic era, the first and second-line post-80s and 90s mainly purchase online, supplemented by offline. The purchase channel of young people in small towns has the characteristics of paying equal attention to online and offline. Older people are mainly offline channels, supplemented by online channels.

Specifically, young people prefer cosmetics stores, especially young people who buy in foreign countries / duty-free stores / shopping malls, and offline young people who buy in e-commerce and personal care stores. The characteristics of social shopping of older people in second tier cities are particularly prominent, such as circle of friends shopping and overseas shopping.

02. Characteristics of consumer subcategories

The expanded post-80s and post-90s show the characteristics of substantial growth of basic demand in the use of skin care products

After the shrinkage of the scale of the third and fourth line, after 6070, just need consumers pay more attention to eye and face care

One second, 6070, then return to foundation cream and lotion.

03. Skin problems and major coping style preferences

First and second line young people and older people respectively think that they have prominent skin problems, which are sensitive and dark. The countermeasures are more “more pure” and “less refined” to deal with “sensitive” and “dark” problems respectively. Communication and sales strategy with high-speed line market crowd need to reflect differences.

There are common problems and common solutions for the third and fourth line people, that is, to use “beauty apparatus” and “beauty salon” to deal with “dryness and fine lines”, which reflects the inherent needs of the people in the offline market who need “seeing is believing” and “believing in authority”.

04. Media and consumer value preference

First and second line post-80s and 90s: Yueji, multi screen, high quality

Third and fourth line post-80s and 90s: online paid entertainment, face saving, TV advertising

After 6070 in the first and second line: seeing is believing, paying attention to offline experience, preferring domestic products and highlighting advertising value

After 6070 of the third and fourth line: the value of advertising is prominent, and the characteristics of idol and social consumption are also prominent

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