Data analysis of xiaohongshu skincare category in 2021 From Yien
The following is the Data analysis of xiaohongshu skincare category in 2021 From Yien recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing, Yien consulting.
As users’ consumption becomes more and more rational and their expectations for skin management continue to rise, the user habit of consulting word of mouth before purchase has gradually formed. Xiaohongshu has become the main content platform for user interaction with high-quality original content and an important platform for daily grass planting of the brand. In the commercialization process of the platform, skin care products account for half of the country, stars and top talent become the pillar, and ordinary and enterprise users grow into the market.
Users’ focus gradually shifts from basic skin care categories such as moisturizing to higher value-added skin care categories such as facial mask, face cream, facial essence, eye care, etc; In the new era, “becoming beautiful” has not only become the just need for women to pursue better themselves, but also how to scientifically and effectively become beautiful can better represent the main demands of rational skin care in the new era. At the same time, products with strong efficacy have won the favor of many users.
In addition, users’ demands for skin care also show a trend of diversification. From the past facial moisturizing, there are many sub nursing categories, such as eye care, lip care, skin care and beauty tools, basic beauty instruments, etc. for skin management, regardless of the size of the parts, it has become more and more refined.
In this rapidly developing vuca era, consumers, as real individuals, are not only concerned about their own development and spiritual and cultural needs, but also surrounded by a large amount of information. Brands are rooted in all aspects of consumers’ lives. How to stand out from the huge amount of information and seize the attention of young people becomes particularly important; Nowadays, just like the popularity of short videos and blind boxes, this generation of young consumers need not only new and strange content forms, but also links that are truly different and strongly echo the emotional demands of users under the appearance of new and strange forms of expression. It is not difficult to explain the recent enthusiasm of red book users for the topic of immersive skin care, which not only brings sensory stimulation, but also creates a new scene for shortening the distance between users and deepening product understanding.
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