'Kay degrees: micro moment care' or into next beauty makeup is critical

Years, almost all global FMCG market development has slowed. Under the recession, however, hidden vigorous development momentum, some category to an unstoppable trend overcome various unfavorable conditions, growth is implemented, such as beauty makeup market. 'The next flashpoint: micro moment care' influenced by Korean, Chinese consumers are increasingly popular south Korean cosmetics and skincare products. Now, South Korea is one of the leading trend of micro moment 'situation' nursing; Another trend is the pursuit of convenience and personalized - — These trends will lead China's cosmetics. Kay degree index of consumer research found that nearly % of consumers claim to reduce the use of skin care products, but its sales increased in recent years more than %. On the surface, consumers seem to reduce beauty makeup steps and contraction beauty makeup products consumption, particularly in the field of skin care. In fact, this development trend due to the emergence of the multi-function or hybrid product category. By observing the current situation of China and South Korea, we believe that nursing is the direction of the future beauty makeup market situation, which means that consumers will change according to the requirements of different time and emotion beauty makeup steps. Offline marketing way of breaking kay degree index, the study found that consumers: Chinese cosmetics channel pattern is undergoing a major shift. Since the end of the year, the domestic offline trading permeability began to decline, year by year, permeability has fallen. Two percentage points. This is the first time domestic offline shoppers quantity and purchase frequency both fell. At the same time, online shopping and overseas shopping continues to rise, compared with the same permeability increased respectively. Percentage and. Two percentage points. This means that only one year, there are billions of people go abroad to buy beauty makeup products. In-depth study can be found, second and third tier cities particularly strong growth. In addition, overseas shopping per capita consumption is very high, the works of per capita consumption of yuan a year, accounting for such % cosmetics in spending by consumers. This is actually the consumption share of the squeezed the other channels. China's online shopping permeability beauty makeup market growth because of the market of China mobile devices have great dependence, and is unmatched by any other market. % of the smartphone is regarded as the most Chinese consumers can affect the buying decision of the media, and in the United States and Britain, the proportion was only about a third. At present, the mobile platform has not yet hit all people, but has a huge return on investment. For hair care category, each hit a household, mobile platform of sales promotion is a personal computer. Times the left and right sides. Offline cosmetics shop to get growth, is the need for transformation. It turns out that some single or multiple brands of brand shop chain through friendly shelves design, the combination of fashion promotion, the improvement of sensory experience and better interaction, successfully attracted more buyers, enhance the brand value. Tuyere cosmetics market study found that: s to women is the main force of buy personal care products. Although only of the total population. %, % for cosmetic products sales. And South Korea as one of Asia's leading beauty makeup market compared to China s age women of colour makeup permeability and its also quite a percentage points. This gap also means that this group of consumers in the cosmetics market there is a considerable consumption potential. Kay degree of consumer beauty makeup index clearly outlined the characteristics of this group, they will invest in beauty makeup products regularly, urgent pursuit vogue beautiful beautiful appearance; Using many small categories of products, make-up steps finer; Belong to the use of advanced cosmetics mature users; Keen to try new products; Good at brand mix; Is a fan of the south Korean cosmetics; Believe in natural philosophy; Is all channels to users, ready to use electricity business channels. By analyzing the current situation of the development of s age and the development trend, we found that the companies to stay ahead of the key factors can be summarized as: to accelerate the development and innovation, with consumers as the core category in response to demographic change to speed up the small category of young consumers steps; Improve the market segmentation, and upgrade high permeability categories of consumers by using different brand, products and demands, guide and create consumer demand for all ages. Nowadays, leading the market experienced by process is staged in China nowadays, but much faster. As long as use consumer insight, beauty makeup companies still have big chance to win in the rapid evolution of the Chinese market. Editor: huang rui