2022 China beauty brand Footprint ranking From Kaidu
The following is the 2022 China beauty brand Footprint ranking From Kaidu recommended by recordtrend.com. And this article belongs to the classification: Life data.
The Kaidu consumer index (which belongs to CCTV market research in China) released the latest beauty market trend report. The report shows that the repeated epidemic has made the demand of the beauty market more volatile, and further analyzes the main directions and trends of consumer demand changes. At the same time, the report also revealed the key to success for the brand to maintain its standing and break out against the trend in today’s beauty market.
In the report, the Kaidu consumer index took the number of consumers reached (CRP) as the main evaluation index, and released the 2022 * China beauty brand Footprint ranking. Based on the real data of consumers’ beauty purchase behavior, the number of consumers who buy various brands and the average purchase frequency are measured. The list reveals the preferred brands favored by Chinese consumers in the past year, as well as the fast-growing brands with the largest increase in the number of times selected by consumers. Based on the real purchasing behavior of Chinese consumers in the beauty market, the report cracked the growth password for brands under the new normal.
1. Consumer preferred brand
The Kaidu consumer index reveals the preferred brand of consumers after experiencing the repeated demand shocks of the 2022 epidemic according to the number of consumers reached (CRP). On the preferred list of skin care products consumers, mid-range and popular brands still dominate the list. For six consecutive years, gazelle ranked first in CRP of skin care products, and became the only beauty brand with hundreds of millions of consumers in the past year. Among the leading brands in the market, L’Oreal Paris and Han Shu maintained strong performance thanks to the strong renewal and iteration of star items (L’Oreal Paris “Purple iron” eye cream and Han Shu “Jin Gangxia” facial mask), and actively reached consumers and expanded potential consumers of the brand through omni-channel marketing and promotion. Lancome, a luxury brand, entered the top ten list for the first time. With its perfect category combination and persistent expansion of target groups, Lancome achieved remarkable results.
On the list of preferred brands for cosmetics consumers, huaxizi was listed in the top ten for the first time with the increasing performance of the core product “air honey powder”, and also became the leader of domestic cosmetics brands in brand construction. Kazilan has been ranked in the top ten CRP in the cosmetics market since 2017, and has also shown strong performance. Its core products “baby cat” and “night cat” liquid foundation further cater to the different needs of consumers with different skin types when choosing makeup products. At the same time, it has been widely praised by the market through creative IP co branding and global touch.
The Kaidu consumer index summarizes the key factors for the stable market position of the preferred brand of consumers in the past year:
– cultivate core items: anchor the brand tone and create differential positioning
– design creative modeling: deliver brand value and avoid aesthetic fatigue
– concise key points of publicity: target young audiences and pay attention to the overflow of brand power
2. Fast growing brands
Kaidu consumer index observed that in the past year, China’s beauty market has gradually evolved into growth trends in different directions.
In the skin care market, the high-end demand of consumers is still continuing, and further promotes the expansion of high-performance products in the whole skin care steps, the refinement evolution of efficacy pursuit, and the development of professional nursing for specific skin problems. These demand evolution is reflected in the vigorous development of high-end basic categories represented by essence water in the market, the expansion of anti-aging to a full category and the subdivision of demands, as well as the continued prosperity of pharmaceutical brands. Brands that have achieved rapid growth in CRP, such as SK-II, which has dominated the market strongly in essence water, Winona, a representative brand of pharmaceutical cosmetics, and Jihuo and pelaya, which have risen rapidly from sub categories or core efficacy tracks, all accurately fit the new needs of categories evolved from the rapid renewal of consumers.
As a brilliant representative of fast-growing brands, pelaya has made great achievements in active R & D and innovation. While continuing the innovation of product formula and packaging modeling, the brand is also actively paying attention to emerging skin care hot topics in the market and serving the expansion of consumer groups. Its highly representative drainage ace product “double anti essence” is a successful case of introducing the popular new skin care concept of “early C and late a” into product development and design.
In the color makeup market, led by the trend of “new Chinese makeup”, consumers tend to choose to wear durable base makeup, full and fresh lip makeup, and inky and clear eye makeup. Among the bottom makeup brands, Perry beauty quickly jumped from 26th to 7th within a year, thanks to its core product “background moisturizing and makeup fixing spray”, which greatly caters to consumers’ demand for a long-lasting bottom makeup. From a sudden rise to the indispensable main brand of lip makeup, colorkey Karachi still adheres to the path of combining “superior cost performance” with “diverse fashionable colors”, and gains consumer reputation all the way with flexible and sophisticated marketing activities. As a representative of the new generation of beauty brands, Gloria Hua is committed to quickly breaking the circle from the eyebrow pencil, and providing powerful pieces with simple operation and high praise for makeup effect for delicate consumers who carefully describe the varied eyebrows.
It can be predicted that in the future development of the beauty market, the direction of demand evolution will become more complex and changeable. In view of this, Kaidu consumers
The index believes that in order to continue to win the favor of consumers, brands need to consider practicing three core strategies:
– category layout: catch hot spots in time and increase the size of emerging tracks
– marketing communication: skin care emphasizes efficacy, and makeup focuses on experience
– develop scenarios: strengthen scenario communication and increase use occasions
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