In recent years, not only more and more beautiful women around, but also delicate young people can be seen everywhere. Unconsciously, we have entered an era of "beauty value". "Beauty value" has quietly become an important indicator for people to observe all people and things.
Nandu Jingdong Consumption Research Institute released the jdnd consumption index "beauty blooming: 2017-2018 beauty consumption report" (hereinafter referred to as the "report") on the "butterfly Festival" in Jingdong. Through the detailed consumption data of 2017 skin care and beauty products, the report deeply analyzes the characteristics and latest trends of beauty consumption, and reveals the "beauty vane" of China's online market.
From the perspective of consumption performance in 2017, the meaning of beauty has changed and extended. First of all, from the beauty of the face to the beauty of image: hair care, skin care, beauty makeup, perfume, and the overall growth of face value consumption. Secondly, from the beauty of make-up to the beauty of nature: the concept of skin care is enhanced, and refined skin care has evolved into a general trend.
According to the report, the high-end skin care concept of Chinese consumers is gradually enhanced, and the skin care steps are more refined; in 2017, consumers pursue the healthy beauty of fresh naked makeup; the post-90s "middle-aged girls" have begun to focus on anti-aging; lipstick suits have been hot for two consecutive years, and people are no longer satisfied with a color of lip color.
At the same time, the report uses big data to describe the global skin care map of Chinese consumers - the most popular French brands and the fastest growing Japanese brands. From the perspective of skin care preference of all provinces, Guangxi, Hebei, Henan, Liaoning and Zhejiang attach importance to moisturizing, Hebei, Anhui, Sichuan and Chongqing attach importance to sunscreen, and Hebei, Henan, Tianjin, Shandong, Tianjin and Guangxi attach importance to aging protection.
Jingdong's big data show that in 2017, the consumption of facial skin care, perfume cosmetics, body care, perfume cosmetics and other consumer goods increased rapidly. The meaning of beauty has been broadened from "beauty of face" to "image beauty" of hair, body, skin, makeup and smell as a whole, and more fashionable contents such as temperament and taste have been added.
Young people's awareness of skin care is enhanced, and skin care is started early. In skin care consumption, anti wrinkle and moisturizing function consumption is the highest. From the 2017 average amount index, the anti wrinkle category has the highest index, ranking first, followed by the moisturizing category. In the anti-aging products, the number of users after 90 is large, accounting for nearly 15%.
From the age structure of users, high-end consumption shows a trend of youth. Among the high-end brand users, the post-90s account for 11% more than the whole station. There are also differences in the preferred high-end brands of all ages. There are also differences in the preferred high-end brands of all ages.
In 2017, the key words of beauty are eyebrows, eyes and lips. 2017 sales data shows that the sales volume of Meibi increased by 112.8% year on year, ranking first, and the sales volume of lip products increased by 80.7%, ranking second.
It's worth noting that lipstick suits have been selling well for two years in a row, becoming an essential gift for advertising - a lipstick can't represent "the new meaning of love".
According to the data, the sales volume of lipstick set in 2016 increased by three times compared with the same period last year, and increased by 1.9 times in 2017. Among them, consumer favorite star suits include: Saint Laurent square tube advertising set (3 colors), Dior lipstick lipstick, intense blue gold lipstick (Xing Xingshai), M. A C bullet head lipstick 2017 Christmas limited set mini (12 colors), Lancome new pure soft velvet lipstick suit (3 colors), Mary Dai Jia red lipstick box (6 color), Guerlain France seduction kiss lipstick suit (3 colors).
Global map: consumers love French brands and Japanese brands grow fast
In terms of average sales volume and average amount, Chinese consumers love French skin care and beauty products most. The most popular French brands among Chinese consumers include L'Oreal, Dior, Chanel, Lancome, and bio spring.
Under the "encirclement" of French products, in 2017, skin care and cosmetics products produced in Japan rose sharply, with the most significant rise. SK-II, ZA, Shiseido and other brand products are popular with Chinese consumers.
Among them, the obvious trend is that skin care is becoming more and more "refined".
Compared to the 2016, the consumption of eyebrow beauty was the highest year-on-year growth rate. The highest growth rate in 2017 was sunscreen, lip, essence, good skin color and good lip color, showing the healthy beauty of fresh and nude make-up in 2017.
When it comes to face, "delicate pig girl / boy" is not just a self mockery. In fact, it is also the enhancement of consumers' high-end skin care concept and the refinement of skin care steps.
On the one hand, young consumers are keen to upgrade skin care equipment. According to the data, the sales volume of beauty hardware increased with the upgrading of beauty equipment, among which the sales volume of face slimming instrument and beauty instrument increased by 69.1% year on year. The proportion of post-90s using beauty instrument is also increasing year by year. The proportion of 18-25-year-old users has gradually increased from 17.6% in 2015 to 25.9% in 2017.
On the other hand, skin care steps are becoming more and more refined. 2017 the fastest growth in sales was the eye cream, ranking first in 145.8% growth, followed by essential oils, essence and facial mask. The growth of elite products means that the growth of high-end skin care is obvious, and the essence of TOP products are high-end brands. According to the amount of consumption, SK-II fairy water, Estee Lauder small brown bottle, OLAY small white bottle, Lancome small black bottle are all the essence products that consumers are keen to buy.
Beauty makeup: nude makeup is popular
In 2016 and 2017, major fashion brands took the lead in setting off a "plain storm". The brands all have the same cold and plain look at the fashion week, and the skin of the show models is almost nude, which exudes the luster of porcelain muscle.
Consumption data shows that the categories with the highest year-on-year growth rate in 2017 are: sunscreen and lip products. Among them, the consumption of sunscreen increased by 2.1 times year-on-year, and lip products increased by 1.4 times. From the perspective of category growth, the new trend of skin care in 2017 is mainly manifested in the enhancement of awareness of skin problem prevention, focusing on building a good skin color. From the brand combination of "good skin color + good lip color", it shows the healthy beauty of consumers' pursuit of fresh nude makeup in 2017.