Through market research, we can increase the information and correct the prior probability, so as to improve the decision-maker's grasp of the future possibility and reduce the decision-making risk. Then here is my cosmetic market research plan. Please follow me and have a look. I hope you will like it.

As a special living environment, campus has created a special cultural atmosphere. According to the definition of society, campus can be understood as a narrow society, which has its own way of existence. Compared with the off-campus society, the on-campus society is simpler and more induced. Since consumption behavior is regular, we can make the problem more specific by investigating the cosmetics market.

I. Introduction:

Millions of college students in China have formed a special group and created a special cultural atmosphere in a special living environment. This kind of group not only has great consumption potential at present, but also will become the mainstream of social consumption in a few years. Paying attention to the student market and cultivating brand loyalty from the student days is bound to become a top priority for all businesses.

However, because of its particularity, the student market usually can't play cards according to common sense in propaganda strategy. What are the characteristics of the student market? According to this feature, what kind of marketing strategy should we give?

Second, the basic situation of the investigation:

With such a problem, we conducted a targeted market survey in Zhuzhou Institute of Technology, that is, the campus cosmetics market survey. We distributed 636 questionnaires, of which 665,438+00 were valid. The target of this questionnaire survey is female dormitory with concentrated consumers, high population density and mutual influence on purchase decision. Such consumers can easily form brand loyalty. On the surface, the purpose of the survey is to understand the situation of girls using cosmetics and find out the makeup market, but in essence, it is to understand the consumption psychology and characteristics of college students through this survey. In the sampling method, random stratified sampling was adopted, and 3 18 dormitories were randomly selected from female dormitories, and two questionnaires were distributed to each dormitory. The respondents chose the domestic cosmetics brand-color zone. The survey was funded by the Color Zone. This brand has low price, many varieties and bright colors, which is very suitable for students.

Third, the analysis of questionnaire survey results:

I. Market capacity

Before talking about the market capacity of cosmetics, let's first mention the concept of "leading consumer groups", that is, groups that play a demonstration role in a certain kind of consumer behavior. From the feedback information of this questionnaire, it can be seen that their consumption behaviors are very different due to different departments, such as packaging design college, economic management college, law department, foreign languages department and other liberal arts majors, civil engineering department, mechanical engineering college, computer department, information department and other science majors. But behind the figures, we can see that the proportion of students majoring in packaging design and economic management can be as high as 65%, while the proportion of students majoring in civil engineering and mechanical engineering is only about 32%.

Market capacity refers to the market share of products and brands in the total market. Let's assume that the total market volume is G and the market share is N. For all consumers, the market capacity of Institute of Technology is about 5 1.5% GN, but only for liberal arts departments such as package design, the market capacity is 65%G85%N times 85% because 85% of girls in the school study these liberal arts.

Comparatively speaking, 65% G85% N>5 1.5%GN. From the figures, we can see that if the target market is for students majoring in liberal arts, we will have a bigger market and reduce the cost of publicity activities.

Through this survey, we tentatively designated the School of Packaging Design as a "leading consumer group". If students of packaging design department can drive the consumption trend of relatively closed market in engineering colleges, students of other departments will also be influenced and participate in it. The reason why the School of Packaging Design is designated as a leading consumer group is that their professional characteristics lead to their special consumption habits. They spend a lot of money on novelty and fashion pursuit, which they think is worth more than any other professional students.

Market capacity includes not only the capacity of consumer groups, but also the capacity of potential consumer groups. Among people who don't wear makeup, we classify them as potential consumers. The number of individuals in this group is considerable, accounting for 48.5% of the total. Through questionnaire feedback, we know that the main reason why they don't wear makeup is:' I think plain face is also a kind of beauty, and there is no need to deliberately modify it.' 55.6% of potential consumers choose this option; Too busy to make up' and' unable to make up' also accounted for 29.4% and 27.6% respectively. Although we don't use make-up, most people don't think it's uneconomical to spend money in this area, and only about 3% people choose this one. This shows that not wearing makeup may be a helpless choice, and their subconscious still yearns for it. After all, it is women's nature to love beauty, but there is actually no reason for them to act. If such reasons can be found, potential consumers will be transformed into real consumers immediately.

Judging from their options,' I don't think it is necessary to decorate deliberately' is an important misunderstanding at present. In future publicity activities, we should firmly grasp this complaint and tell them that makeup will make them more beautiful and bring them more confidence. And' no time for makeup' and' no makeup' also have great business opportunities for us. In fact, I don't have time to make up because I can't make up, so in the final analysis, students generally lack makeup knowledge. If we can provide some lecture services, it will undoubtedly be of great help to the establishment of the consumer market.

Second, brand awareness.

On the brand awareness of color zone, that is, the number of people who have heard of color zone, although the information has reached 40%. However, in the actual purchase behavior, consumers choose Maybelline and Avon as their brands. Only a small number of people use or buy ribbons. This makes us deeply realize that among engineering students, the brand image of color zone has not been established yet. Although there is a little brand impression, it is not enough to affect their buying behavior. Therefore, to strengthen the promotion activities, we should start with these 40% people, because only they will buy at the first time.

In choosing what price cosmetics, students focus on the middle and low price, and few people choose the high price. For example, L 'Oré al, an old makeup brand, pays attention to the embodiment of identity in brand appeal and returns to elegant taste. Most of the products are stable and mature colors, and the prices of such brands are very high, so few students choose to buy them. Red soil and Maybelline basically take the light-colored route representing the youth of young people, and the product color is mainly pink. The same is true for the color zone, where the price is at a medium level, and students will have a great possibility to choose.

Maybelline, as the first brand in the domestic makeup market, has firmly grasped people's hearts and snatched most of the market share. It's not easy for the lottery to get a slice of it. However, it doesn't mean that there is no chance. For example, if we make efforts in terminal sales, the Maybelline brand will ring again. At present, there are no publicity or promotion activities for polytechnics. If the lottery area seizes this opportunity, it can carve up the market share bit by bit, starting from the Institute of Technology and reaching the whole Zhuzhou market. Therefore, in advertising, Zhuzhou color should pay more attention to the propaganda investment of the sales terminal, that is, directly face consumers with products. Therefore, promotion activities should be done more and must be done more.

Cosmetics Market Survey Scheme II Cosmetics industry is one of the earliest industries in China. After the reform and opening up, it has developed rapidly, with a large number of enterprises and fierce market competition. At present, there are more than 5,000 domestic cosmetics manufacturers, among which small and medium-sized cosmetics enterprises account for the proportion of the entire cosmetics market survey plan, but the market share is less than 20%. The overall market of cosmetics industry is relatively scattered, and the brands with more than 1% share are well-known and common brands in the market. At present, the domestic cosmetics market is mainly occupied by foreign-funded enterprises. Although foreign brands have an advantage in the field of traditional cosmetics, due to the large overall capacity of the cosmetics industry and the diversified and ever-changing needs of consumers, local brands can still make great progress or even lead in some sub-sectors through clear and accurate brand positioning on the basis of in-depth understanding of local culture and accurate grasp of consumer psychology. Local brands such as Yiyibucao gradually occupy a certain market share in the domestic skin care market and develop rapidly.

According to market research, there are more than 5,000 cosmetic enterprises and about 20,000 cosmetic brands in China, and a large number of small brands without production strength will seek cooperation from OEM enterprises. On the other hand, a large number of beauty salons, large-scale stores and daily chemical chain stores have high demand for ODM. It can be said that the local daily ODM market has a broad development space. China has long been regarded as the workshop of the world. Because we don't master the core technology of product research and development, we can only earn the lowest manufacturing cost in the global industrial chain with low labor. This phenomenon is also obvious in the daily chemical industry. Market research Among many ODM enterprises in China, there are very few enterprises with considerable scale and strength. However, there are even fewer professional ODM enterprises with strong R&D strength and independent intellectual property rights.

In the next five years, the sales of cosmetics in China will show a continuous growth trend, reaching about 365,438+0.42 billion yuan by 2065,438+08, with a compound annual growth rate of 9.8% from 2065,438+04 to 2065,438+08. Although the growth rate is gradually slowing down, the resulting scale expansion space is still huge, which shows that the development potential of China cosmetics market is huge. During the "Twelfth Five-Year Plan" period, the cosmetics industry will optimize its product structure to meet the market demand. The cosmetic market is characterized by rapid changes and great potential. It is necessary to adjust the market-oriented product structure in time to meet the market demand, develop new products with the goal of improving quality, enhancing efficacy and expanding varieties, speed up the adjustment of product maturity, development period and recession period, keep the output value share of new products not less than 20%, and increase the added value of products. On the other hand, strengthen the ability of independent innovation and strive to cultivate national brands. Strive to cultivate 2-3 internationally renowned and competitive brands, with the number of "China brand" products increasing to 20 and "well-known trademark" products increasing to 30, and more products entering the ranks of "famous brand products" and "famous trademarks" at the provincial level.

This research consultation report was written by Ye Zhi Yubo. On the basis of a lot of detailed market research, this paper mainly analyzes the development, supply and demand of China cosmetics market based on the basic information of National Bureau of Statistics, Ministry of Commerce, National Development and Reform Commission, National Economic Information Center, the State Council Development Research Center, State General Administration of Customs, National Business Information Center, China Economic Prosperity Monitoring Center, China lecture hall, relevant newspapers and magazines at home and abroad, as well as a large number of materials published and provided by cosmetics industry research units and a large number of first-hand materials obtained from investigations and visits to enterprises in the industry. The report focuses on the research and development, production and marketing, strategy and operation of the top ten cosmetics enterprises. The report also predicts the market risk of cosmetics, providing new investment opportunities and operation modes for cosmetics manufacturers, circulation enterprises and retailers, and has important reference value for economic entities and other units wishing to engage in capital operation of cosmetics industry to accurately understand the current development trend of China's cosmetics industry and grasp the positioning and development direction of enterprises.

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