As a first-tier city with a per capita GDP of more than 7,800 US dollars, Guangzhou's consumption level has always been ahead of major cities in China, and the consumption of personal care products is widely representative. In particular, some major international brands are also in the high-end consumer places in Guangzhou. According to a survey on the cosmetics market, the number of local brands and the market share of the top 10 brands of skin care products are gradually decreasing. There are only 2 local brands in the top 10 brands – Dabao and Ding Jiayi, the market. The combined occupancy rate is only 3.95%. In other words, most of the consumer's money has entered the pocket of foreign brands. So, which women are consuming international big brands? What are their consumption habits? What are the reasons for these big brands to attract them? The brand effect is really the high-end brand with superb beautification function? Recently, the author is in Guangzhou friendship Some women were surveyed and interviewed near the stores where high-end consumers such as shops, Zhengjia Plaza and Guangbai were present. The following is an analysis report of the survey.
Consumers of cosmetics counters
There are three groups of people who come in and out of these high-end cosmetics shopping centers.
White-collar women. Their consumption characteristics are: 1: Guangzhou white-collar workers have a lot of work pressure. While earning a lot of income, these women also know how to care for and care for themselves. Cosmetics with maintenance effects have received widespread attention in such people, such as eye creams and hydrating. 2: White-collar workers also have limited money. They choose middle and low-end products in big brands, such as Avon's 45-day frost, and Pond's 46-yuan day cream. 3: The choice of brand is greatly influenced by the promotion of subway wall posters and DM magazines. At the same time, it will also participate in online trials and gifts, such as: DHC company's annual cosmetics gifts, and Mentholatum lipstick lottery. 4: In recent years, make-up has quickly entered the white-collar cosmetic bag, and it has become a habit to make up makeup and powder in the office when you are free. Maybelline Lipstick has attracted many white-collar women with its advertising campaigns developed around the world and the temptation price of 19 yuan. 5: White-collar women's shopping time is concentrated on the weekend, and the time is mainly from 3 pm to 6 pm.
Female college student. Their consumption in cosmetics has the following characteristics: 1. The overall consumption level of female college students in beauty fashion is improved. Not only cosmetics with a price of less than 100 yuan are the hotspots of female college students, but also the price of cosmetics with a price of 100-200 yuan in the consumption ratio. 2, the main way to understand cosmetics: the media. On average, 73% of female college students use the media to introduce cosmetics. In addition, they all expressed their willingness to believe in the introduction of friends, but they did not trust the recommendation of the counter lady and the product manual. 3. Brand awareness. In addition to quality and price, the brand has become an important criterion for female university graduates to choose cosmetics. 4, basic skin care products are available. In this survey, the reporter found that the majority of female university graduates have basic skin care products. In addition to basic care products such as cleansing lotion, toner, skin cream, most people also have eye cream, sunscreen, whitening lotion and other targeted products. The product. 5. Mascara and lip gloss are the most popular in makeup products. The average mascara rate is 89%, and the average lip gloss rate is 94%.
There are also some people, they may be the managers or chairman of the group's head office, or they may be the heirs of thousands of family members. They may have to travel between the company's residences. Maybe her occupation is a housewife, no matter what, this category When consumers buy cosmetics, there is a concentrated misunderstanding, that is, only buy expensive. It is also the owner of luxury consumption.
Their leisure time is quite a lot, as long as there is a female partner on the phone, they will go to the bank card. Moreover, regardless of whether she needs it or not, as long as the new style is tempting enough, she will buy it home with magpie. They do not look at the price of shopping, only look at the brand, look at the packaging, completely based on feelings and personal preferences.
Data analysis of toiletries
In terms of shampoo prices, the respondents generally do not consider buying shampoos below 20 yuan, and less than 7% of respondents admit that they occasionally purchase products at this price; between 21 yuan and 29 yuan The price of the survey, 29% of the survey population; the largest share of the 30 yuan - 49 yuan between the products, 57%; in addition, more than 50 yuan of products are also favored 7% .
From the point of view of efficacy, women above white-collar workers pay more attention to the smoothness and radiance of hair. More than 50% of respondents believe that when they buy shampoo, they are most concerned about whether they can make hair smooth and shiny after washing their hair. In addition, dandruff shampoos also receive 27% of the consumer's needs. For them, it is most important to have a clean and elegant hair without dandruff; itching and anti-offing in the surveyed population It also has a market share of 14% and 9%.
The amount of shampoo packaging capacity is sometimes the main factor for consumers to choose a product at the time of purchase. During the visit, some consumers have clearly stated that they will not choose a large amount of shampoo (1000ML) or more. The most popular packaging capacity is 500-800ML, which is sought after by 39% of consumers; 200-350ML products and 500-800ML products have similar popularity, with 23% market share respectively; and 800ML or more shampoo Only 15% of the respondents said that they would buy such a package, one for a family of four, and because the frequency of shampooing is high, the demand for shampoo is relatively large.
As for the setting of the cap, it is almost one-sided, and 90% of the respondents prefer the one with the pump head, which is convenient and reduces waste. Another 10% of consumers believe that the way to squeeze the cap is acceptable.
In Guangzhou, the habit of showering (bathing) every day in the local area has imperceptibly affected the migrant population. The frequency of shower gel is far more than that of shampoo. Therefore, shower gel is a bigger market. This is also the case in recent years. Many companies have begun to invest considerable human and material resources in the research and development of shower gels. What are the new concept bath products such as bath salts, bath mud and bath foam.
In terms of the price of shower gel, the price of 21-30 yuan is favored by middle and high-end consumers, accounting for 58%; the price of 31-40 yuan and the price of 41 yuan or more are favored by 17% of consumers respectively. Only 8% of consumers of under 20 yuan of shower gel products said that they usually use shower gel products at this price.
Toothpaste is a must-have item for everyone every day, and its efficacy has always been the focus of everyone's attention. In several functions, the whitening and anti-mite effects are equally popular, accounting for 29% of the total; and as people become more aware of the importance of social, more and more people are expanding their own Social circles, with a fresh tone, are very popular among every female consumer. 37% of respondents believe that when they buy toothpaste, the most concern is whether they can bring a fresh tone. Solid teeth, this problem may be overlooked by many people, most consumers think that their teeth are very strong, no need to use toothpaste to maintain, only 5% of consumers surveyed said they would consider when choosing toothpaste Is there a solid tooth effect?
Because toothpaste is a must-have item in the morning and evening, when people choose toothpaste, in addition to paying attention to efficacy, they also pay special attention to price. The result of this survey is that toothpaste at the price of 16-20 yuan is the most popular, 36% of consumers will choose this level of toothpaste in daily life; usually buy toothpaste of 10-15 yuan, also received 29% Consumers favor. Toothpaste below 10 yuan, in the middle and high-end people, also has 21% of the market; toothpaste at 20 yuan or more has a 14% market share.
From the results of this survey, the market is optimistic, only 7% of the respondents said they used it frequently; while occasional use and never used accounted for 50% and 43%. According to some interviewees, the main reason for not using mouthwash is that it is unaccustomed and the smell of mouthwash makes her unacceptable. It seems that if the mouthwash market wants to develop, it must work hard on the consumer's concept of use and the taste of mouthwash.
Data analysis of skin care products
Skin care products have always been the personal products that women consumers are most concerned about. The effects of skin care products vary. This survey shows that the most needed skin care products for high-end female consumers in Guangzhou are hydrating, accounting for 27%; whitening It has a 25% market share; while the emollient, sunscreen, and wrinkle-reducing effects are very average, each accounting for 16%.
Their monthly investment in skin care products is very different, and the most concentrated people are spending between 100 yuan and 500 yuan per month. Of course, this may also cost thousands of dollars to buy a skin care kit, this group of people accounted for 64%; monthly skin care products consumption between 500 yuan -1000 yuan, accounting for 24%, less than 100 yuan and 1,000 yuan The above accounts for 8% and 4% respectively.
Skin care products, as a daily necessities with a small amount of consumption, consumers prefer to buy small packages when they purchase. The survey data shows that small packages below 60 grams are the most popular, accounting for 40% of the market, 61-90 grams of skin care products only 7% of the market, and 91-120 grams of skin care products just accounted for 20%; incredible is In the large packaging of skin care products (120 grams), there is actually a 33% market share. This type of respondent stated that they would choose a large package when they chose to use a product they had experienced, because buying a large package is more cost-effective than a small package.
In the skin care step, facial cleanser plays a very important role. Mid- to high-end female consumers are very cautious in choosing the effect of facial cleanser. Tightening pores have become the choice of many female consumers at 42%; the whitening facial cleanser market response is also very good, accounting for 32% of the market; exfoliating facial cleanser also has a 21% market share; and The choice of low-end consumers is different. Only 5% of high-end consumers will choose acne cleansing facial cleanser. This may be related to their usual skin care effect - no acne on the face.
In terms of the price of facial cleanser, facial cleanser at the price between 30 yuan and 50 yuan is favored by high-end female consumers, accounting for 40%; 21-29 yuan facial cleanser is also good, with 32% of consumers said Your own facial cleanser belongs to this price; facial cleansers at prices above 50 yuan and below 20% each have 24% and 4% of the consumer group.
The skin care effect of toner is increasingly recognized by consumers, especially those who are deeply immersed in skin care. After cleansing, applying toner is a must for most women's skin care. In this survey, 82% of consumers said that toner is used every day; while consumers who use it occasionally and never use it each account for only 9%.
Data analysis of make-up and other products
In recent years, make-up has become an indispensable part of most women who love to dress up, especially in Guangzhou, a frontier city. In the consumer groups interviewed, the use of makeup is 100%, but the type of makeup used is different. However, from the results of the survey, lipstick and foundation are essential makeup products for every woman. According to the survey results, the population of the respondents often used 23% of the foundation; the use rate of the eyebrow pencil was the same as that of the foundation; the use rate of the lipstick was 30%; the nail polish also had a 17% share; the eye shadow only accounted for 7%.
The survey data also shows that when consumers choose makeup, the most important thing is the effect of make-up, up to 76%; in addition, 19% of the people value the price, only 5% of the people value the packaging of makeup. In terms of price, the price of makeup between 41-60 yuan has the largest consumer group, accounting for 56% of the market, and products below 40 yuan and 61 yuan account for 22%.
63% of respondents said that in addition to shampoo, they also use hair conditioner products to maintain hair care; in order to achieve a beautiful hair style, 34% of women will choose to use gel water, and 3% of the population responded that they occasionally used hair wax products to achieve the purpose of stereotypes.
Investigation and analysis of consumption habits
37% of the respondents said that the main place to buy cosmetics is in the cosmetics franchise store; 36% of the respondents said that their cosmetics were purchased at Shangzhi Supermarket; and 27% of the respondents said that they Most of the cosmetics come from cosmetics chain stores. In terms of loyalty, people who often use the same brand and people who frequently change brands are on both sides, each accounting for 50%.
The most effective promotion for these high-end consumers to pay for their pockets is the product efficacy statement, which accounts for 49% of the total; and the brand image also greatly influences the consumer's purchase action, accounting for 34%. The price discount is also attractive to 17% of the consumer population.
The reason for the replacement of makeup brands in this group of people is mainly due to the decline in the efficacy of the products. 65% of the respondents indicated that they will change their brands, and the decline in brand reputation will also affect consumers' continued use of the brand. Affected by this, when they change brands, the most important thing is the efficacy of the products, accounting for 80% of the population, only 7% of the respondents said they would value the price when changing brands, and 13% of the population Said that he will pay attention to the culture and popularity of this brand.
At the same time, the respondents most hope that the brand offers, especially on-site guidance services, the popularity is 40%, the relevant knowledge of distributing trial and explanation products is 32% and 24%, and other personalized services account for 4%.
64% of the respondents said that when they discounted their favorite brands, even if they don’t need them for a while, they will buy some spares, clearly indicating that they will not buy and are not sure if they will not buy them. The same ratio, each up to 18%.
In terms of the way of promotion, the habits of high-end consumers and consumers are not much different. The favorite is that products are sold at a discount, accounting for 58% of the population. Gifts, coupons, and shopping points account for 21%, 14%, and 7% of supporters, respectively. In terms of promotion frequency, it is hoped that there will be the largest number of people who promoted once a month and during the holiday season, each accounting for 33%; and those who want to have promotions every day and two or three times a month are 17% respectively.
The survey also showed that the most concerned and easily accepted advertising media for high-end women were TV and magazines, which accounted for 52% and 26% respectively, other newspapers and the Internet each accounted for 9%, and car advertising also had 4% of the population. In terms of their habits, the difference between buying a branded product and buying a brand of a single product is 50%, the latter accounting for only 7%, and the unfixed population accounting for 43%.
The SK-II incident in 2006 revealed a mystery to the mystery of international brands, so that many high-end consumers understand the principle that big brands will also be foolish and untrustworthy. SK-II is a cosmetic product and is one of the most high-end cosmetics brands in the Chinese market. It is also a luxury product. It is characterized by extremely low production costs. The cost is mainly in packaging and advertising costs. That is to say, many big brands are shipped. Not produced. As a consumer, in fact, we should pay more attention to the quality of products, and we can completely ignore their operation and brilliance, because consumers need real results. And this effect, many local high quality and low price products can also be achieved.
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