The "home economy" ignited the live broadcast industry.
The latest data released by Taobao shows that facial essence, lotion cream, body shaping, hand cream, body care, hair cleaning and other categories have all increased significantly.
In the same month, the number of closing orders brought by live broadcast to merchants increased by over 160% year-on-year. In March, the number of new broadcast merchants nearly tripled, and the number of live broadcasts increased by 190% year-on-year.
At present, live e-commerce is undoubtedly a high purchase conversion rate and has become the hottest delivery mode. Beauty cosmetics have gradually become the most pervasive category among Chinese e-commerce companies in online celebrity.
Under the impact of the epidemic in 2002, consumers' awareness of self-care has been constantly stimulated and their awareness of maintenance has been continuously improved. Products such as skin care, make-up, sun protection and personal care are all developing in the direction of "maintenance". Kaidu Consumer Index pointed out that this year, consumers' demand for care and skin care will be more prominent, and the demand for skin care products that focus on skin health, stability and repair will grow faster.
Skin care cosmetics are becoming more and more popular. The concept of skin care is injected into the makeup, and skin care ingredients such as plant extracts, essential oils, Chinese herbal medicines and antioxidant components are added to the makeup to protect the skin and set off a new wave of makeup consumption.
Ali Mama released the insight report of "Consumption Trends in Four Industries: Rereading Consumers", pointing out that consumers also have more and more exquisite demand for cosmetics, and the turnover of cosmetics related to "skin care" has increased by 1.87% in the past year.
At the same time, the demand for skin care sunscreen continues to grow, and the market has begun to take shape. According to the report "Decoding the New Era of Consumer Sun Protection in China" released by Tmall International and Kado Consumer Index, the growth rate of skin care sunscreen products is obvious in 20 19 years, with the amount growth rate of 19%, which is twice the overall growth rate of sunscreen products.
The new middle class is the core consumer group of skin care sunscreen. Moisturizing water is the basic demand for skin care and sun protection, and the demand for anti-aging is the fastest growing.
The nursing market is upgrading to the nursing market. The concept of "skin care" has penetrated into hair care, and the scalp care steps of consumers have become more detailed, just like caring facial skin to keep the scalp healthy. Shampoo has ushered in a revolution in recent years, opening the era of amino acid shampoo.
The popularity of "Kang" has strengthened consumers' self-health awareness, which is a new theme in the life of "healthy" adults. A new generation of consumers are highly sensitive to health and begin to seek comfort from self-care and health preservation, hoping to gain strength from it.
The pursuit of physical and mental health will continue to affect beauty and personal care categories, especially those products that can help consumers achieve skin health goals.
More and more consumers advocate natural health, and beauty nutrition has advantages in safety, health and nature. The attention of "oral beauty", which absorbs beauty ingredients from the outside to the inside, is increasing day by day, and the consumption upgrading trend of oral beauty and other categories is obvious, and its strength cannot be underestimated! The demand for oral beauty is gradually diversified, and anti-sugar, anti-wrinkle and anti-aging have become the top categories of consumption growth of oral beauty products.
At the same time, "tonic" beauty and skin care products are rapidly seizing the shopping cart after 90/95, and the younger generation is becoming the backbone of the oral beauty market.
Tmall Zheng Hong and Super ELLE launched the "Post-95 Young Girls' Large-scale Confrontation Scene", pointing out that in the past year, the common product types of Liren's overseas dietary supplements include collagen pills, whitening pill, grape seeds and anti-sugar pills.
Since the outbreak in 2004, consumers have been looking forward to "recovery", longing for "recovery" and enjoying the recovery time of self-reward. Personal care has become a good way for consumers to relieve stress, and products that can relieve tension under the epidemic situation are welcome.
M shared his views on the impact of the epidemic on the consumer market: in the period of fighting the epidemic, consumers will need to seek happiness in life more urgently. Consumers will spend more time taking care of themselves, such as doing a delicate skin care at home and so on.
At the same time, people's "skin care ritual" is advancing from the face to the whole body. Neck, hands and arms, legs, feet and back ... local care is becoming more and more detailed, and the skin care projects of contemporary exquisite young people extend to all the details of the whole body. Neck cream, body scrub and hand-foot membrane are detonating the market, and young people are fully opening a new era of body care!
With the arrival of the tide of returning to work, the charm of lipstick, eye makeup, nail polish and other products remains undiminished. On social media, topics such as "mask makeup", "returning to work" and "half face makeup" have become hot topics.
Streamlining life brings beauty, innovation and opportunities. After the epidemic, "light life" has become a new trend advocated by people, which has also brought some "subversion" to beauty. The complicated skin care process is "out of favor", and it is time to streamline skin care. More and more rational consumers realize that "minimalist skin care" is no longer just a superficial reduction of skin care procedures, but behind simplification means faster, safer and more effective.
M predicted in "Global Beauty and Personal Care Trends in 2030" that slow beauty, which simplifies skin care and encourages consumers to simplify the process through carefully selected products, will prevail.
The concept of "zero waste" is deeply rooted in people's hearts, and this epidemic has awakened and enhanced consumers' awareness of ecological protection. As Mintel pointed out, in 2030, products and services should focus on zero waste, replacing beauty products with environmentally friendly packaging, and even strengthening the concept of "zero waste" in product ingredients will be favored by consumers.
Japan Shiseido Group will officially launch the sustainable high-end skin care brand Baum on May 30th. The brand will take "the power of trees" as the core and "symbiosis with nature" as the concept, and the natural composition index of all products will exceed 90%.
In addition, in product packaging, the brand will also use renewable wood to carry out its sustainable development theme. Figure (The brand takes natural environmental protection as the core, focuses on "the power of trees" and advocates the sustainable concept of "symbiosis with nature". )
In the cosmetics industry, the momentum of sustainability, green and environmental protection is becoming strong. More and more consumers are willing to pay for morality or values and ask brands to make real changes. Many brands that promised to reduce environmental harm by rethinking packaging or production processes were praised.