Cosmetics have always been one of the important categories of various promotional activities, as a big promotion after masks, who will participate in the purchase of cosmetics, and what are the main factors affecting their purchase? Recently, Beijing Megayene Technology Co., LTD., a big data company focused on the research of consumer behavior in the field of cosmetics, released the report of “2023 618 skin care Market Big Data Research”. The report is based on more than 270,000 data related to the “June 18″ cosmetics market on Weibo, Xiaomashu, B station and other platforms during the period from May 26 to June 18 (more than 120,000 in the skin care market, more than 90,000 in the color makeup market, and more than 60,000 in the beauty instrument market), providing insight and analysis of the skin care, color makeup and beauty instrument markets in the cosmetics market.
The post-90s and post-00s have become the main force promoting cosmetics consumption
The “Report” statistics on the age of consumers who participated in the online discussion of the cosmetics market during the “618″ promotion found that people between 20 and 30 accounted for more than 70% of the total, which is the main force of consumption. They are mainly planting grass on emerging social platforms, but the final purchase is mainly concentrated on traditional e-commerce platforms, and some consumers also buy products through video platforms.
At the same time, the insight into consumer demand in the cosmetics market found that oil removal has become an urgent problem for consumers to solve, followed by acne and hair removal.
First purchase for efficacy Buy again for heavy specifications
Mask became the hottest single product in the skincare market during the 618 period, followed by serum and face cream, according to the report.
Among the brands surveyed, some products had stronger first-time purchase intention, while some products had more repeat purchase intention than repeat purchase intention (the number of first-time purchase intention expression is the number of first-time purchase intention expression including try, first purchase, planting grass, etc.). The number of repurchase intention expressed refers to the number of repurchase intention expressed including repurchase, stockpiling, repurchase, etc.). So, what are the factors that affect consumers’ willingness to buy?
By digging into the factors of consumer purchase in the skin care market, it is found that consumers value the efficacy of products most, no matter they buy products for the first time or buy products again. When purchasing for the first time, consumers pay more attention to the raw materials, experience and product price of cosmetics, and pay more attention to the experience and specification category when re-purchasing. Price is no longer the main consideration.
Skin care products consumer purchase factors.
For makeup products, consumers who buy products for the first time attach the most importance to experience, while those who buy products again attach the most importance to product efficacy. In addition, compared with the first purchase, people who buy products are more concerned about the raw materials and safety risks of cosmetics.
Cosmetics market consumer purchase factors.
Beauty instrument is a hot product in the cosmetics market in recent years. “Report” data show that for different brands of beauty instruments, the number of people willing to buy for the first time is more than the number of re-purchases. According to the analysis, this is mainly due to the high unit price and longer use time of the beauty instrument, and the willingness to re-purchase is relatively low. When purchasing beauty devices for the first time, consumers pay more attention to product efficacy, experience and specifications.
Beauty instrument market consumer purchase factors.
Business service and product quality are the main reasons for complaints
By excavating the content pointed to by negative emotions such as “derogatory” and “doubt” in netizens’ comments, the report extracted the main problems existing in the different categories of cosmetics market during the “618″ period.
For the skin care market, first, merchants or sales personnel violate the rules of product sales, such as shipping in advance, not buying gift boxes directly sent to the periphery, causing consumers to ridicule. Second, due to the difference in the texture, packaging version and composition of skin care products on different channels, consumers have doubts about whether the product is genuine.
For the cosmetics market, the first is that the after-sales service is not timely, customer service attitude is poor and other problems affect the consumption experience. The second is the false propaganda of merchants, the actual product and the publicity are quite different, and the existence of fake goods and other problems in some sales channels has aroused consumers’ attention.
For the beauty instrument market, one is to question the authenticity and reliability of big data push and some social platforms to promote the efficacy of beauty instruments. Second, there are concerns about the product quality of the beauty instrument itself, and there will also be concerns about the principle and operation of the beauty instrument.
Post time: Sep-30-2024