With the deepening of China's reform and opening up, the national economy is growing rapidly, people's living standards are constantly improving, and the cosmetics market is also developing rapidly. 1987, the sales volume of cosmetics market in China was only1000 billion yuan, and it increased to 4 billion yuan in 199 1 year, and soared to more than 9 billion yuan in 1993. In recent years, the average annual growth rate has reached 50%. In order to understand the present situation of Quanzhou cosmetics market, consumers' current situation and consumption mentality, as well as the future development of the market, we conducted a questionnaire survey on Quanzhou cosmetics consumer market, and got a preliminary understanding of Quanzhou cosmetics market and consumer behavior characteristics.
Skin care cosmetics are the mainstream. Among most readers surveyed, up to 87% mainly use skin care cosmetics, while only 2% and 7% use make-up cosmetics. Both users are 10 and 3%. Cosmetics market survey report. Results At the same time, the survey showed that 48% people used cosmetics once a day, and 465,438+0% people used cosmetics several times a day. This shows that cosmetics have become a popular commodity in Quanzhou, with a high penetration rate. There are obvious differences between men and women in the frequency of use. 45% of women choose "several times a day", 44 1% choose "once a day", 65,4381%of men choose "several times a day" and 59.7% choose "once a day". Although the frequency of men's use of cosmetics is lower than that of women's, the absolute value of their use frequency is not very low, which also shows that the market capacity of Quanzhou's male cosmetics can not be underestimated, and it is a market worth exploring by merchants.
For a long time, male cosmetics have been in a weak position in the cosmetics market. With the improvement of living standards, more and more men begin to pay attention to their gfd and care about their skin, which has been mentioned in the previous analysis. So, how do consumers in Quanzhou view the problems existing in male cosmetics at present?
44, 6% of the respondents think that the current male cosmetics are not rich enough, 22, 1% of the respondents think that it is inconvenient to buy, 20, 1% of the respondents think that the quality is not good enough, and 2 1, 1% of the respondents think that the cosmetics market is incomplete. It can be seen that there are obvious deficiencies in the variety, quality, function and purchase convenience of men's cosmetics in Quanzhou market at present, which also shows that Quanzhou men's cosmetics market has great development potential and is a big cake that businesses should not miss.
Supermarket is the biggest sales channel. From the source of cosmetics, 96% and 4% people buy them themselves, and 3% and 6% people accept gifts from relatives and friends. Among the people who buy cosmetics, 45% and 3% buy from supermarkets, 42% and 7% choose cosmetics stores, 12, 7% buy from general cosmetics stores, and only 4% come from beauty salons. This shows a major feature of Quanzhou cosmetics market: more people buy cosmetics in supermarkets, which is also the reason why Quanzhou supermarkets are particularly developed. Practitioners in cosmetics stores generally have professional knowledge of beauty and skin care, can provide detailed product introduction and consultation for consumers, and the cosmetics provided by specialty stores are rich, so a large number of people buy cosmetics in specialty stores.
At present, the function of Quanzhou beauty salon is more to provide beauty services than to sell cosmetics. Among the people who use cosmetics, 54% and 7% think they should use them up before buying them, but many people (25% and 7%) think they can buy them as long as they are good, and only 16% will buy them at will or occasionally. 100 yuan is the most popular price. According to the statistical results of this survey, the average monthly consumption of cosmetics in Quanzhou is between 50- 100 yuan, accounting for 38. 5 %, 100 yuan -200 yuan's 15. 9 %, 200-400 yuan's 4. 7%, and only 0. 3% exceeds 400 yuan's. It can be seen that among the consumers in Quanzhou, the monthly consumption of cosmetics is more within 50 yuan (40% or 5%), and the consumption above 400 yuan is mostly "white-collar" women or other high-income people.
In the price survey of skin care products, 42% of the respondents can accept the price between 20 yuan and 50 yuan, 29% can accept the price between 50 yuan-100 yuan, 13 and 7% can accept the price between 100-200, and only 2% and 7% can accept the price above 200 yuan. It can be seen that skin care products below 100 yuan are more favored by Quanzhou consumers.
Young and middle-aged people are the main consumers. In this survey, we found that the age of cosmetic users is between 20 and 40, accounting for 84% and 6% respectively, while the proportion of users under 20 and over 40 is very small. The survey also shows that consumers under the age of 30 spend more on cosmetics between 50- 100 yuan a month, accounting for 40% and 3%; Among consumers aged 30-40, it is acceptable that 40% or 7% spend less than 50 yuan per month. The consumption level of 50- 100 yuan accounts for 37%, and there is little difference between the two. However, the cosmetics consumption of middle-aged and elderly people over 40 years old is relatively low, and 68% or 8% of them are willing to spend less than 50 yuan every month. This has a lot to do with their living habits and consumption concepts.
Chapter II: Investigation Report on College Students' Cosmetics Market Campus, as a special living environment, 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 object of this questionnaire survey is the 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 market of cosmetics (make-up), 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. Respondents chose a 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, we can see that their consumption behaviors are quite different due to different departments, such as the liberal arts majors such as the School of Packaging Design, the School of Economics and Management, the Department of Law and the Department of Foreign Languages, and the science majors such as the School of Civil Engineering, the School of Mechanical Engineering, the Department of Computer Science and the Department of Information Science. 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 set the total market volume as G and the market share as N. If it is aimed at all consumers, the market capacity of the Institute of Technology is about 5 1.5% gn, but only for liberal arts departments such as Bao, the market capacity is 65%G85%N (multiplied by 85% because 85% of the 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 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 define them as potential consumers), the number of individuals in this group is considerable, accounting for 48.5% of the total. Through the data feedback of the questionnaire, 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 it has reached 40% in data. 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 the choice of cosmetics at what price, students focus on the middle and low prices, and few people choose high prices. 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 sales terminals, that is, directly face consumers with products. Therefore, promotion activities should be done more and must be done more.
Chapter III: Cosmetics Market Survey Report The global retail sales of cosmetics industry reached 25.3 billion US dollars, and maintained a strong and stable growth trend for five years, especially from * *-* *, with an annual growth rate of 1 1.7%. On the other hand, according to analysts' prediction, although the sales performance of the cosmetics industry has been rising in recent years, the whole industry lacks innovative ideas, so both manufacturers and sellers are facing the crisis of not meeting the growing consumer tastes.
Although there have been new products in the cosmetics industry in recent five years, most of them only add skin care ingredients to the original products, rather than making a breakthrough in the formula. Therefore, with the maturity of the global cosmetics market, manufacturers and sellers are also facing more and more challenges. Various women's beauty fashion magazines and advertisements have also become an important reason to promote innovation in the cosmetics industry. Cosmetic brands are scrambling to launch their own new brands, among which facial cosmetics are the most prominent, accounting for 35% of the global sales market. Well-known brands include Revlon's skinlights and shin-brilling series, and lvmh's Givenchy is also preparing to launch two or three star-rated products to consolidate its position in the industry.
Lipstick is the largest part of the whole facial cosmetics, reaching 30%. The increase of market investment and various lipsticks introduced by various brands are important factors for the vigorous development of the market. In order to improve sales performance, many manufacturers also choose middle-aged and elderly consumers to launch anti-aging lipsticks, which has achieved quite good response. Easy to use and carry is another important market factor. Many two-in-one and three-in-one cosmetics are the best-selling products in the market in recent five years.
Top Five Cosmetic Brands in America (20**)
brand
Market share%
1, Clinique (Estee Lauder)
10.3
2. Maybelline (L 'Oreal) 9.9 3, cover girl (Procter & Gamble) 9.4 4, Revlon 8.9 5, Lancome (L 'Oreal) 7. 1.
Analysts also pointed out another factor affecting the cosmetics market: the product awareness in advertisements is not strong enough. Just open a cosmetics magazine, except for the product name and advertising slogan, it is the same beauty, and the raw materials contained in cosmetics now are similar. Therefore, it is difficult for consumers to find out the product differences and choose the products that suit them.
Speaking of raw materials, the global supply of flavors and fragrances has been reduced from 50% to 20%, because cosmetics without flavors and fragrances are more and more popular with consumers, and some small cosmetics manufacturers with weak production capacity have also been eliminated in this cruel competition.
All kinds of unfavorable factors in the cosmetics market urge businesses to innovate and break through constantly, consolidate their original position, and attract more customers with their own advantages and unique formulas.
The year of 20** was a crisis year for American cosmetics market. Except the sales of lip and eye cosmetics increased by 3.7% (including lipstick increased by 6.8% and eye products increased by 1%), other cosmetics were in a declining state, and the performance of nail products was flat. As of last year, facial cosmetics have been declining for 52 consecutive weeks, with a decrease of 3.3.
According to the data of information resources research company, Maybelline still maintains the number one sales position of its eye makeup products in the United States, among which experteyeyes is its best-selling product, with a market share of 8.6%, but as far as eye makeup products are concerned, Maybelline still has a decline of 1.2%. This is very similar to the situation of P&G's covergir. Although its facial cosmetics declined by 3.4% as a whole, () is still a brand with outstanding sales performance in this field, with a market share of 8.2%.
Due to the weak American economy, many cosmetics consumers began to buy in the mass market with lower prices. Although there is no accurate data yet, this sign is becoming more and more obvious, and cosmetics sellers in the mass market have become the biggest beneficiaries. However, not all mass market sellers benefit equally. ICN (International Cosmic News) magazine conducted a price survey on the four best-selling products in the American market at present. The survey results show that Wal-Mart is still the best choice to buy this kind of cosmetics.
In addition, at present, the mass market prices of many cosmetics are similar to those of department stores, especially Clinique. The counters of department stores will provide consumers with beauty consultation, skin test and irregular product samples, which are unmatched by the mass product market. Therefore, cosmetics counters in department stores are still the first choice for Americans. In view of this phenomenon, cosmetics merchants in the mass market have racked their brains to explore new ways. They have launched some new products with low prices to attract customers, and changed some well-made brands into chain stores. For example, duanereade has established 200 chain pharmacies in new york. However, marcpritchard, deputy director of Procter & Gamble's cosmetics department, pointed out that sellers can't ignore the market effect of big brands. The six best-selling brands eight years ago are still the protagonists in today's market, which shows the recognition of well-known brands by consumers when buying products and the efforts of these manufacturers for many years. At the same time, these large well-known brands also occupy a considerable market share and play a decisive role in the entire cosmetics market. For example, Jack, the former CEO of Coca-Cola Company, entered Revlon some time ago. Although many people in the industry are not optimistic about this move, I still hope Jack can reverse the disadvantage of Revlon, because it also means reversing the disadvantage of the entire cosmetics industry. The ratio of cosmetics to perfume has increased from 5:5 to 4: 1, which shows that cosmetics occupy an important position in the whole industry.
On the one hand, 265,438+000 stores closed due to the bankruptcy of kmart, an American retail group, which was a heavy blow to consumers and sellers. On the other hand, many products have made great breakthroughs in technological innovation, and their sales performance is also rising. Take maxfactor's lipfinity and covergirl's outlast Lipstick as examples. As of February 30th last year, the sales volume has been rising for 52 consecutive weeks, exceeding $52 million.
There are Nivea's three-in-one cosmetics containing vitamin E and aloe vera. Some small-sized cosmetics cater to the tastes of young consumers and become another best-selling product in the cosmetics market. For example, in 2000 and 20**, cosmetics manufacturers focused on young customers under the age of 20 and 20-25, such as arcancil and debby.
20** years is a bumper year for the cosmetics market. Some plant extracts and cosmetics with refreshing formula are very popular in the mass and high-end brand markets. The price of the same product will be different if you buy it in different places. Cosmetics that cost $40.72 in American pharmacies may only cost $29.05 in department stores, so people are more willing to go to department stores to buy cosmetics.
Prichard also pointed out that while the product formula was innovated, the company also launched a "try before you buy" activity to let customers buy the most suitable products through online interactive beauty education. Revlon Company conducted a random sampling survey on more than 300 customers to find out their favorite ways of placing goods and introducing products, and constantly improved them to meet customers' needs. At present, many cosmetics companies let sellers design their own supporting facilities, which saves a lot of costs and provides sellers with more room for development, but the disadvantage is that unified design will reduce the market impact of the products themselves. Therefore, among many cosmetic brands, how to make customers attracted by the products at first sight, understand the color and efficacy of the products in the shortest time, and easily choose satisfactory products has become a major problem for cosmetic enterprises and sellers.
Create a personalized brand in cosmetics industry
If a cosmetics brand wants to succeed, it must provide customers with different unique feelings, including product sales model, packaging and various related advertising and promotion activities. Only by comprehensively innovating and creating products can we be unique among many cosmetic brands. Clinique is one of the best. It maintains its original advantages, constantly develops new tricks and shows its unique personality. So Clinique always gives people a refreshing feeling from advertising, shopping mall counters and other sales places. However, many cosmetics manufacturers ignore the most important point while bringing forth the old and bringing forth the new, that is, giving products unique vitality. Only individual cosmetic brands can expand their influence through packaging and advertising. David, marketing director of Givenchy UK, said that lipstick, for example, is an indispensable part of make-up, and many new brands appear on the market every year. However, only one or two brands really sell well. Simply put, those brands that have no personality are gradually eliminated.
Nowadays, consumers' love for cosmetics is constantly changing. What they care about is what new products come out every day. What kind of surprises can the new product bring to them? Take Givenchy as an example, the company will launch one or two make-up essentials every season to meet the needs of beauty lovers, and at the same time make consumers look forward to the launch of new products in the next season, so that customers will always remember this brand. In addition, with the appearance of new products, a brochure introducing correct makeup and color selection can also attract many novelty-loving customers, especially young consumers. Revlon's skinlights series has also achieved extraordinary sales performance in this regard.
In addition, the appearance design and packaging of products can not be ignored, because people will also consider the packaging of products when choosing colors and textures, which does not require a high technical level, as long as it is pleasing to the eye and makes consumers feel good. A successful example is christian dior's addict lipstick.