2016-02-22 14:10
What China girl with cosmetics: Shanghai abandon western South Korea more prodigal
Direct reporting network Beijing February 22nd (Interface) in 2015, the size of China's cosmetics retail transactions for the billion yuan, is expected to 2018, this scale will exceed 800 billion. For this huge consumer market, Ai Rui consulting recently released the 2015 China Women's digital fashion user's white paper, the United States and the United States, published some interesting survey data.
1 western consumers to high frequency of consumption has become a high proportion of consumer groups accounted for No.1
It is not Southern China, East China or North China.
Skin care products, into three or more consumers in the western region of annual consumption amount more than 8000 yuan, but the high-end skincare buy rate is lower than the national, major win in the frequency of consumption, the annual consumption of 5 times more than accounted for 55.8%. Color cosmetics, three of the western consumer spending more than 8000 yuan, while the central China accounted for only about one percent.
That is to say, although the western area consumer beauty products are generally not expensive, but can not afford to buy a lot of ah, so the total amount of the total amount of consumption.
2 super cities accounted for more than 5000 yuan (35.9%), the three tier cities spent most of the cost of 1000 yuan
City level per capita spending gap between the United States is obvious. The higher the level of the city, the higher the cost of the year; make up the gap even more, super cities accounted for more than 5000 yuan (35.9%), the three tier cities spent most of the cost of 1000 yuan.
IResearch report did not clearly defined city tiers, and according to Jones Lang LaSalle real estate and investment management services 2015 released a comprehensive research report "China city 60 strong", Shanghai, Beijing is divided into super cities, Guangzhou and Shenzhen as the first tier cities.
3 Super City, a preference for European and American brands, second tier cities of domestic and Japanese and South Korea brand make up a high degree of interest
Skin care products, the super city to choose a more diversified, domestic and Japanese and South Korea skin care products high permeability.
Makeup, city level thehigher the favorite brand in Europe and America, nearly 90% of the super city users use brand cosmetics in Europe and America. In all cities, the second tier cities of domestic and Japan and South Korea make up the highest permeability, select a variety of stronger.
Affected by Japan and South Korea, the product price moderate influence, Japan and South Korea, Japan and South Korea skin care products and cosmetics among college students popular among.
4 purchase demand oriented, pay more attention to the recommendation of a friend, social circle reputation influence should not be underestimated
With the popularity of the Internet, consumers are exposed to more and more information of consumer decision making tends to be more rational, is no longer pure media advertising or star effect can be easily driven, but with its own demand led, pay more attention to the recommendation of a friend.
Quality, efficacy, reputation evaluation is the value of consumers to buy beauty products Top 3.
In different segments of the consumer groups, the situation will be different.
For example, in addition to the impact of the recommendation of friends, more college girls will buy beauty products because of promotions, and women as a whole is different, compared to product / brand advertising, college students are more susceptible to the impact of people recommend. At the time of purchase, students talk more affordable, the product is king, the price is more important than the brand.
Compared with the overall, women of high order to the promotion of sensitivity low more trust in advertising and Daren, the recommendation of a friend is still the most important, but the influence degree is lower than the average level, product / brand advertising and Daren recommend can attract more.
5 high-end beauty products in the spring: the overall amount of moderate consumption is worth a classic high-end beauty of hand
 
Skin care product consumption levels tend to be average, China's skin care product distribution equilibrium, the level of grade of various types of cosmetics are the existence of a considerable number of consumer groups. Therefore, the United States and the group more than the class of multi brand multi brand strategy is more suitable for Chinese consumers.
Annual consumption of make-up to 3000 yuan of the following, accounting for more than 50%; but the annual consumption of more than million yuan of consumption also reached 13.5%, showing the high-end cosmetics has a small consumer groups.
Although the overall cost of the amount, the amount of skin care to moderate consumption, mainly in the low-end consumer amount of make-up, but in terms of the purchase rate, the highest purchase rate of high-end beauty products.
The reason, on the one hand, due to the high-end consumers rarely buy low-end products, on the other hand is in the low-end consumer yearning for high-end products, the outside of the products for daily use, at least to purchase a piece of classic high-end beauty makeup products attempt and exploration.
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