White paper on the trend of skin care industry in 2020 From Social marketing of micro blog

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The following is the White paper on the trend of skin care industry in 2020 From Social marketing of micro blog recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.

I199it], reply to the key words [2020 white paper of skin care industry trend research]

In 2020, the scale of China’s skin care industry is expected to exceed 200 billion yuan, which will not only continue to grow rapidly, but also present a complex and changeable industry pattern. In this context, the Social Marketing Research Institute of microblog has investigated more than 3000 questionnaires, combined with the data of microblog platform in 2019, and produced the white paper on the trend of skin care industry in 2020. It looks forward to the changes that the skin care industry will usher in in in the new year.

Eight industry trends have brought new opportunities and challenges to industry practitioners. Let’s take a look at them together

Trend 1: with the development of the circle of interest and the deepening of high-quality content, the communication power of micro blog skin care blog has been further improved

In the past year, the annual discussion volume of skin care products on Weibo was 857 million, with an average of 2.35 million skin care related blogs born every day. The output contribution of ordinary consumers reached more than 80%, while the output of high-quality opinion leaders increased from 10.9% to 15.5%. Through the public domain and private domain, consumers can quickly find the information they are interested in and interact in time. The annual growth rate of the reading volume of single blog post is 48%, and the annual growth rate of interactive volume is 70%.

Trend 2: skin care discussion is the most active during the season change + Festival period, with high popularity of advanced categories and fast growth of subdivision categories

Skin care discussion shows obvious periodicity, autumn and winter are more active than spring and summer. At the time of season change, there will be a small peak of stage type. The annual high-frequency discussion period is “double 11”, which is accompanied by sales promotion.

Advanced skin care mask, essence, sun protection discussion volume surpasses the skin care Trilogy “cleansing face make-up water – emulsion / cream”. It is worth noting that although the discussion degree of subdivision categories such as men’s skin care, beauty equipment and neck care is still low, the growth rate is very fast.

Trend three: the discussion on anti aging is increasing rapidly; Mask essence cream is the three major functional category.

In the past year, the biggest demand of consumers is still moisturizing, but the demand for anti-aging and freckle is growing rapidly. Among them, Estee Lauder’s anti blue light eye cream significantly led to the growth of concern about this effect.

Consumers generally believe that the functions of moisturizing, acne removing and whitening are more important than facial mask, cream and cream. Eye care products and beauty equipment are effective against aging. Sunscreen can act on whitening and freckle elimination functions.

Trend 4: high popularity of moisturizing ingredients, fast growth of anti-aging and whitening ingredients

Collagen and hyaluronic acid are the traditional concepts of skin care ingredients. Although the cognition is high, the speed of discussion has decreased. In recent years, the concept of ingredients is mainly used in whitening and anti-aging. Nicotinamide and A alcohol are the main points of brand promotion, such as OLAY white bottle, Clinique VC essence, yeast essence and carnosine. Ceramide as a compound functional component, can not only moisturize but also anti-aging, the discussion degree also ranks in the forefront.

Trend 5: consumption upgrading trend remains unchanged, but skin care concept is becoming more rational

On Weibo, 96% of consumers reported that the skin care cost in 2020 will not be lower than that in 2019, and the general trend of consumption upgrading will remain unchanged. Consumers’ skin care concept tends to be rational, more suitable for their own skin, good reputation, right but not expensive are the most important factors for them to buy skin care products. Consumers believe that mass brands can also play a role in basic skin care steps such as cleansing and makeup.

Trend 6: after 90, the second-line and below are the core groups of micro blog skin care, and the monthly average consumption is mainly 100-500

In the skin care group, women account for more than 80% of the core population after 90-00, and nearly 90% in the second tier cities and below. The average monthly consumption of skin care is no more than 1000 yuan, and 100-500 yuan is the regular consumption level, accounting for more than half.

Trend 7: the number of fans and interaction of blue V is increasing steadily, and the strong viewing video and interactive links promote the performance of blog posts

As of Q1 of 2019, the number of fans of skin care magenta V has increased by 13.4% year on year. Due to the wide audience of skin care products, the average number of fans of single blue V exceeded 280000. The number of posts in blue V tends to be stable, but the amount of interaction increases by 28%. In the process of blue V operation, the interactive amount of operation content with rich forms and readability has significantly increased, while the pure text or pure text has a downward trend.

Trend 8: consumers pay more attention to the dry goods and brand operation should pay attention to information points

When using micro blog, consumers pay most attention to the suggestions on skin problems given by blue V account, followed by official discount information and award-winning activities. During the operation of the brand, it is necessary to focus on the dry goods with meaningful words. Even in order to promote the daily interaction of consumers’ feelings, we should also pay attention to the knowledge points related to skin care.

For the skin care industry, 2020 is a challenging year, with more social marketing methods involved, online and offline channel segmentation, festival marketing, and brand youth

All of these are the challenges that the industry practitioners need to face, and also the opportunities to harvest.

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