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O2O cosmetics consumption trend and marketing of The Times
by：Lisson
2020-11-17
O2O era cosmetics consumer trends and marketing response O2O era cosmetics consumer trends and marketing
this is CTR media and consumer behavior research account director Yu Feng cosmetics business summit 2014 cosmetics in China submitted to the annual meeting of the speech, the original title of the O2O era cosmetics consumer trends and marketing '. Based on CTR data, now after 8090, high-end crowd, maternal and infant groups become the main cosmetics consumption, they respectively for green, natural, full of fine care and postpartum recovery have specific requirements, such as under the age of O2O, experience, convenient, socialization, word of mouth is cosmetics marketing keywords.
by CTR data investigation, a new era of China's Internet users is about 6. 3. 2 billion, 84 of them. 3% of mobile Internet users. Online shopping because of its convenience and all-weather makes its size crazy grow, and store the traditional management pattern already moss-grown, Yu Feng proposal, cosmetics industry both distributors and retailers, all need to comply with the current business model, and to use all the time to grasp may become a customer. Such as the use of O2O makes the combination of offline online is a good method, can bring a lot of potential customers for the merchants. Secondly according to the survey, 30% of consumers will receive relatives and friends when buying different category of products recommended, pay more attention to word-of-mouth, fake too much impression media makes a further increase in the influence of word-of-mouth.
consumer individuation, younger crowd
Yu Feng said, now consume highly fragmented, each person's needs become very personalized, consumers' 'I appreciate those who have the imagination of the maverick brand' were from 2012 in 64. To 9% in 68. 5%.
Yu Feng said, porsche launched a car a few years ago, in the five years sales has been bad. Because now main consumption group is given priority to with 85 after buying a car, maybe in a few years, car experience is given priority to with after 90, the main consumers in the consumer groups of younger, study after 80, 90 after the consumption idea and preferences has become the top priority. Later, porsche launched the second generation for this model, the second generation took a personalized marketing, in addition to shell car body structure, color and other factors can be customized. The second generation after launch, sales is higher than the first generation of a lot of, is that the differentiation of customized service, let the appearance of the model is no longer the same, with greatly has won the popularity of consumer groups after 80.
in the era of O2O, cosmetics consumption trend of younger, after 90 s consumers have from 13 in 2012. Of the 26 to 8% in 2014. 3% and above 25% after 80 consumers. Look, cosmetics consumption value in 80 after spending is much higher than the average month after 90, however, the young consumer groups have enormous room for growth after 90. Research shows that after the 80 consumers favorite 'cosmetics containing natural extract elements', this type of cosmetics were as high as 74. 7%.
Yu Feng stressed that in effect when the choose and buy cosmetics, efficacy, reputation and brand are three main factors. But in the 80 s and 90 s in the standard of choose and buy, efficacy standards, the nature is the most prized concerns raised by word of mouth is the fastest, brand influence continues to decline, ranked last in the three standards. Today, both in mass consumer groups and high-end consumer groups to the brand loyalty is more and more low. So, the product to increase sales, first of all to ensure the efficacy, then establish a good reputation and through various channels to spread.
cosmetics segment and space the CTR, first of all, on the high income group of women and high-end business people to make a survey, and then compared with the general public investigation.
according to the survey, the high income group of women and high-end business people often use the higher proportion of cosmetics, illustrate the high-end cosmetics market is also a potential huge market. China's market demand for diversified to meet is very insufficient, south Korean women per person per day in three. 67 different kinds of cosmetics, and on the north of guangzhou, on the basis of survey data show that the shenzhen north women use only 2 kinds of cosmetics per person per day. 1, cosmetics category segment of the market also has the very big development space.
in addition, users of anti-aging products also have younger trend, began using the age from 37 in 2012 to 2014 reduced to 36.
the new opportunity of physical stores
2014 cosmetics sales three main channel is the Internet channel respectively, department stores, outlet channel. Although today's rapid growth in electricity channel, department stores and the outlet channel of the turnover is very big, is still irreplaceable. , in the era of new retail stores through the special services to attract customers, retain customers. L 'oreal in the present, for example, in some stores launch 'smart colour makeup experience machine', give customers with digital simulation of makeup look, and then it will recommend the l 'oreal product according to customers choice. Stores can be personalized experience to establish contact with consumers.
in addition, cosmetics consumption of three people, after 80 after 90, high-end women, mother population is actively using social media, such as WeChat, microblogging, social media, such as the post bar, utilization rate reached 64%, 90% and 73. 5%. In the large social media promotion of cosmetics can also have very good effect. Summary of the
1. O2O era, cosmetics marketing need to seize the three kinds of people: after 8090, high-end crowd, mom.
2. The young green natural skin care and high-end group of all-round fine skin, mother the postpartum recovery is worth to pay close attention to skin care needs of the crowd.
3. O2O era cosmetics marketing keywords: experience, convenient, socialization, word of mouth. Conversion table packaging printing knowledge
this is CTR media and consumer behavior research account director Yu Feng cosmetics business summit 2014 cosmetics in China submitted to the annual meeting of the speech, the original title of the O2O era cosmetics consumer trends and marketing '. Based on CTR data, now after 8090, high-end crowd, maternal and infant groups become the main cosmetics consumption, they respectively for green, natural, full of fine care and postpartum recovery have specific requirements, such as under the age of O2O, experience, convenient, socialization, word of mouth is cosmetics marketing keywords.
by CTR data investigation, a new era of China's Internet users is about 6. 3. 2 billion, 84 of them. 3% of mobile Internet users. Online shopping because of its convenience and all-weather makes its size crazy grow, and store the traditional management pattern already moss-grown, Yu Feng proposal, cosmetics industry both distributors and retailers, all need to comply with the current business model, and to use all the time to grasp may become a customer. Such as the use of O2O makes the combination of offline online is a good method, can bring a lot of potential customers for the merchants. Secondly according to the survey, 30% of consumers will receive relatives and friends when buying different category of products recommended, pay more attention to word-of-mouth, fake too much impression media makes a further increase in the influence of word-of-mouth.
consumer individuation, younger crowd
Yu Feng said, now consume highly fragmented, each person's needs become very personalized, consumers' 'I appreciate those who have the imagination of the maverick brand' were from 2012 in 64. To 9% in 68. 5%.
Yu Feng said, porsche launched a car a few years ago, in the five years sales has been bad. Because now main consumption group is given priority to with 85 after buying a car, maybe in a few years, car experience is given priority to with after 90, the main consumers in the consumer groups of younger, study after 80, 90 after the consumption idea and preferences has become the top priority. Later, porsche launched the second generation for this model, the second generation took a personalized marketing, in addition to shell car body structure, color and other factors can be customized. The second generation after launch, sales is higher than the first generation of a lot of, is that the differentiation of customized service, let the appearance of the model is no longer the same, with greatly has won the popularity of consumer groups after 80.
in the era of O2O, cosmetics consumption trend of younger, after 90 s consumers have from 13 in 2012. Of the 26 to 8% in 2014. 3% and above 25% after 80 consumers. Look, cosmetics consumption value in 80 after spending is much higher than the average month after 90, however, the young consumer groups have enormous room for growth after 90. Research shows that after the 80 consumers favorite 'cosmetics containing natural extract elements', this type of cosmetics were as high as 74. 7%.
Yu Feng stressed that in effect when the choose and buy cosmetics, efficacy, reputation and brand are three main factors. But in the 80 s and 90 s in the standard of choose and buy, efficacy standards, the nature is the most prized concerns raised by word of mouth is the fastest, brand influence continues to decline, ranked last in the three standards. Today, both in mass consumer groups and high-end consumer groups to the brand loyalty is more and more low. So, the product to increase sales, first of all to ensure the efficacy, then establish a good reputation and through various channels to spread.
cosmetics segment and space the CTR, first of all, on the high income group of women and high-end business people to make a survey, and then compared with the general public investigation.
according to the survey, the high income group of women and high-end business people often use the higher proportion of cosmetics, illustrate the high-end cosmetics market is also a potential huge market. China's market demand for diversified to meet is very insufficient, south Korean women per person per day in three. 67 different kinds of cosmetics, and on the north of guangzhou, on the basis of survey data show that the shenzhen north women use only 2 kinds of cosmetics per person per day. 1, cosmetics category segment of the market also has the very big development space.
in addition, users of anti-aging products also have younger trend, began using the age from 37 in 2012 to 2014 reduced to 36.
the new opportunity of physical stores
2014 cosmetics sales three main channel is the Internet channel respectively, department stores, outlet channel. Although today's rapid growth in electricity channel, department stores and the outlet channel of the turnover is very big, is still irreplaceable. , in the era of new retail stores through the special services to attract customers, retain customers. L 'oreal in the present, for example, in some stores launch 'smart colour makeup experience machine', give customers with digital simulation of makeup look, and then it will recommend the l 'oreal product according to customers choice. Stores can be personalized experience to establish contact with consumers.
in addition, cosmetics consumption of three people, after 80 after 90, high-end women, mother population is actively using social media, such as WeChat, microblogging, social media, such as the post bar, utilization rate reached 64%, 90% and 73. 5%. In the large social media promotion of cosmetics can also have very good effect. Summary of the
1. O2O era, cosmetics marketing need to seize the three kinds of people: after 8090, high-end crowd, mom.
2. The young green natural skin care and high-end group of all-round fine skin, mother the postpartum recovery is worth to pay close attention to skin care needs of the crowd.
3. O2O era cosmetics marketing keywords: experience, convenient, socialization, word of mouth. Conversion table packaging printing knowledge
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