Insight report on China and the United States in 2020 little red book year From Ipsos & Little Red Book

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The following is the Insight report on China and the United States in 2020 little red book year From Ipsos & Little Red Book recommended by recordtrend.com. And this article belongs to the classification: Life data, User Research, Ipsos, research report.

In recent years, the market scale of China’s beauty industry has increased year by year. From imported brands to domestic products, the categories show a diversified development trend, and consumers have a strong demand for beauty products. At the beginning of 2020, it seems different from the usual, when consumers stay at home, the makeup scene will decrease. In order to have a better insight into the beauty industry and understand the changes of the beauty industry in 2020, Ipsos and xiaohongshu jointly released the “China US cosmetic insight report in the year of little red book 2020”. Based on the small red book and Ipsos social media database, this paper reviews the changes and breakthroughs in the beauty market in the first half of 2020 from three aspects of industry insight, crowd portrait and marketing situation, and looks forward to the trend and opportunity of future brand building Meet.

1. Changes in beauty market under the predicament of epidemic situation

Under the special period, the beauty industry is also changing. Ipsos comprehensively interprets the market panorama of beauty industry from the four perspectives of “overall trend”, “user focus categories”, “brand content consumption” and “the rise of domestic beauty”.

The overall performance quickly recovered, and the brand accelerated online migration

With the slowdown and improvement of the domestic epidemic situation, the beauty industry has recovered rapidly since April, and the prosperity is still improving. It is predicted that the growth rate of cosmetics retail will slow down in 2020, but it will still maintain a stable and rising trend.

Due to the isolation of the epidemic at home and the limitation of offline activities, brand owners have transferred their marketing activities to the online market. The epidemic has accelerated the online marketing of brands, and made the brand owners more dependent on the content community and short video / live delivery. This kind of online marketing mode makes consumers have stronger sense of participation and better experience, and further promotes consumers’ desire to “buy, buy and buy”.

At the same time, the video content of grass planting has also become the main trend. The bloggers share and grow grass in various ways, such as open package evaluation, experience of drying sheets, imitation makeup / Makeup teaching, and sharing of good things, which makes it more interactive and interesting.

As a necessary lifestyle community for “fashionable star people”, xiaohongshu continues to expand its own and huge beauty flow pool through long-term accumulation in the field of beauty. In this study, Ipsos conducted a more in-depth insight into the category and brand transformation through the re listing of xiaohongshu and Ipsos social media databases.

Eye makeup category due to the “mask makeup” outbreak, consumers’ pursuit of facial and body care is more refined

Affected by the epidemic situation, although the growth rate of cosmetics in the first half of 2020 slows down, the contents of color makeup still occupy the hearts of consumers. The epidemic situation has given birth to “mask makeup” girls who love beauty with their eyes, and eye makeup ushers in new growth opportunities. Eye shadow and eyeliner / eye liner have become the fastest growing single product during the epidemic.

Meanwhile, in the first half of 2020, the contents of skin care and personal care products will increase significantly, and consumers’ demand for facial and body care will be more refined, and the demand for eye care, hand care and neck care will continue to increase. Skin care content on xiaohongshu and other social media platforms increased by 60% and 54% respectively.

High end brands still occupy the flow highland, but Volkswagen’s domestic products are rising under pressure, ushering in an outbreak

Focusing on market segmentation, European and American brands are still the dominant high-end cosmetics market, but during the epidemic period, the growth rate slowed down. However, the continuous development of the mass cosmetics market, coupled with the continuous participation of young consumer groups, ushered in explosive growth, promoting the overall mass brand content consumption of 23.1% year-on-year growth.

First of all, make-up of domestic products to create a good reputation of “affordable and high quality”

The explosive growth of domestic brands is based on the strategy of steady operation and precise delivery. In terms of category, color make-up should be the first choice; the next step is to let all kinds of national makeup fashion bloom, and functional skin care will grow steadily. Although the domestic beauty market competition is fierce, each brand camp is clear and each has its own strengths, creating a brand-new “affordable and high-quality” good reputation.

For example, perfect diary has won the favor of the younger generation of consumers by breaking dimension, cross-border co branding and community marketing. Girlcult focuses on the unique and bold design, and chooses campus Koc cooperation promotion to meet the needs of the student party.

2. Beauty content consumer portraits

Female beauty content consumer groups, the crowd is young trend

In the distribution of users of xiaohongshu, 52% of female users are younger than 22 years old, and 42% of them come from new first tier and second tier cities. The population tends to be younger and radiate more cities. Their pursuit of beauty is all-round and systematic. Color make-up and skin care still account for half of the country. The interest of individual nurses in xiaohongshu has increased by 99% because of the epidemic.

Male beauty content consumer groups, mainly in high-speed cities

Compared with women, men’s beauty content consumers are more inclined to high-speed cities and groups around 25 years old, showing a slight trend of radiation to younger and offline cities. Men’s preference is mainly skin care and make-up as a supplement, but personal care and perfume are the most obvious concerns.

Young consumers of cosmetics are also the main consumers of domestic cosmetics

The consumption group of young cosmetic content is mainly student party, driven by people under 18 years old and small town youth. Among them, the consumption of beauty content of group under 18 has increased by 158%. As a whole, they prefer color make-up, and they are interested in lip makeup, base makeup and eye makeup, and lipstick is the first choice; in terms of skin care, whitening, acne removal and repair are the main demands. Young people pay more attention to popular brands, and the students’ Party has a high acceptance of domestic brands, and they are the main audience of domestic cosmetics.

Consumers of light cosmetics and high-end brands are their favorite

Over 23 years old and above, the demand for skin care and personal care increased significantly, especially for skin care and efficacy, essence, facial mask and cream. In addition, considering the skin problems caused by masks, whitening and acne removal marks have become an important demand. Light mature group prefer high-end brands and prefer European and American brands.

3. The starting point of brand building

In the Red Sea market of beauty makeup, there are many giants. It is not easy for brands to break through or break through. However, we should learn from the successful model of the rise of domestic products. In the future journey of beauty brand construction, word-of-mouth mass creation and fine operation will be powerful weapons for brand out of circle.

Building user trust: word of mouth maker

Through b2k2c closed-loop construction of consumer brand influence mass innovation mode;

Make good use of high-quality beauty bloggers, truly share and establish public praise;

Combining with the hot topic of beauty in the community, planting grass to drive users to actively share;

Sharing live broadcasting experience originates from users’ trust in bloggers.

Fit in with users’ habits: refined operation

The skin care category should grasp the periodic demand, plant grass for users in advance, focus on subdividing fields, and strengthen the efficacy communication of main ingredients;

Color makeup categories should grasp the scene marketing of festivals and key nodes, and skillfully pursue hot spots; highlight product highlights by combining with special makeup and matching skills;

Make good use of traffic tools, expand influence and extend the long tail value of marketing.

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