□ Reporter Lu Yue
As the temperature has dropped sharply recently, the breath of early winter is coming. While adding thick clothes, more and more "hot-selling items in winter" have also entered the eyes of consumers. Among them, skin care products that focus on "moisturizing" and "moisturizing" have become popular products that consumers pay attention to and buy. The reporter noticed that the changes in consumers' demand for skin care products brought about by the "season change" also made "looking at ingredients" the main way for them to choose products.
Skin care products purchases are becoming more rational
Data from more than 0 e-commerce platforms show that the search volume of keywords such as "season change", "moisturizing", and "moisturizing" has increased rapidly recently, such as "moisturizing" search volume more than doubled compared with usual days. "Recently, the sales of skin care products related to demand for moisturizing, hydrating, and seasonal moisturizing have increased significantly, such as night creams, day creams, and skin care sets, which increased by 46%, 40% and 17% month-on-month respectively. It is worth noting that with the increase in men's skin care awareness, the market for men's skin care products has grown rapidly, and the sales of men's face creams and men's essences have increased by nearly 50% and 30% month-on-month respectively." A relevant person in charge of Vipshop said in an interview with reporters. Research data from
Micro Hot Spot Research Institute shows that when consumers buy skin care products, among the factors that affect purchasing decisions, "technology", "product efficacy", "ingredients", and "price" have attracted more attention, which reflects that consumers are more rational in choosing skin care products. With the refinement of the demand for skin care products and the increasing scientific knowledge of people in skin care, consumers' demand for skin care products has advanced towards more personalized effects, and products with stronger directionality have gradually become popular.
"In the past, I was basically blindly selected. I would follow the trend when I saw the popularity. But now I have started to learn some skin care knowledge, actively understand the ingredients and functions of the product, and then buy according to my actual needs." Consumer Chen Man admitted that with the emergence of various grass-based platforms, referring to and reading other consumers' notes and experiences has also become one of his daily hobbies.
Another consumer, Ms. Xiao, also told reporters that she was very concerned about the choice of her e-commerce platform when purchasing products, especially online consumption. "For example, some international big-name skin care products, e-commerce platforms with high popularity and long operating time, must be more secure than community group purchase and personal micro-businesses. Many so-called super value samples and original products may have the risk of fake products, and some promotions that are far lower than the market price should also be wary."
technology empowers "star products"
reporter learned that the current skin care products are widely covered, not only covering cleaning, moisturizing, sunscreen products, but also further upgraded whitening, anti-acne, anti-aging, and anti-oxidation effects. From the perspective of selling price, the average price of advanced product efficiency is much higher than that of basic product efficiency, among which anti-aging products have the highest average price.
It is worth noting that the ingredients are becoming the basis for purchasing that consumers pay more and more attention to. As consumers' awareness of ingredients continues to deepen, the "ingredient party" has also advanced from 1.0 to 2.0 stage, that is, from the original single pursuit of skin care products to the more pursuing the proportioning system and technology. According to CBNdata data, 73% of consumers currently pay attention to the ratio and formula of ingredients, and more than 40% of consumers pay attention to the production technology of ingredients and related research background.
reporter noticed that in recent years, OLAY, which has launched many famous ace products, has achieved remarkable results in its skin care products, small white bottle essence, small white umbrella sun protection, etc. In this regard, the relevant person in charge said that in terms of technology, OLAY starts from the four dimensions of biopositioning, bioavailability, biostability, and biocompatibility , and specializes in innovative breakthrough ingredients such as signal peptides, nicotinamide , grascorbin, etc., and has launched anti-sugar white bottles, spot white bottles, super red bottles and other celebrity technology skin care products, which solve skin problems with high efficiency and safety.
As the most sought after domestic brand in recent years, Perchoa has also been widely praised by consumers for its high cost-effective products. Data shows that the morning C and evening A combination, night light eye cream, etc., it continues to provide consumers with continuously upgraded high-quality products while maintaining its price advantage.In this regard, a relevant person in charge of Perfecta told reporters that relying on a strong R&D team and international cooperation, and having a variety of exclusive raw materials and self-developed raw materials, it can take into account both product efficacy and R&D costs. The person in charge pointed out: "At present, we have formed a product matrix of four major series, 'ruby, double anti-resistance, source and bowling' and ten major single products. For example, 'morning C and late A' is to conform to consumers' scientific skin care concepts, scientifically match products with different functional series, which accurately meets consumer needs."
industry worked together to improve consumer rights protection
reporters noticed that September this year is the 45th " quality month " in my country. Various industries and enterprises have taken multiple measures to improve product quality and protect consumer rights. The e-commerce market, which is the main sales channel for beauty and skin care products, is no exception.
"Authentic products have always been our 'bottom line'," said the relevant person in charge of Vipshop. The platform has always maintained a zero-tolerance high-pressure trend for counterfeit goods under the concept of 100% authenticity. "In addition to the source of goods, we have established a quality inspection system that directly reaches the production factory for product quality to ensure that the goods come from and are traceable; multiple quality inspection mechanisms such as entry and exit in and out of warehouses are set up in the warehousing and logistics links; after the goods are sold online, professional and authoritative third-party institutions conduct random inspections on the goods to ensure that the quality of the goods purchased by consumers is passed." The person in charge emphasized that from the source of the factory to the end of the consumer, the platform has established an ultra-short authorization chain and an extremely long inspection chain to achieve a full-process closed-loop and traceable authentic guarantee system.
, and JD Beauty, a subsidiary of JD , has also become a gathering place for beauty products trusted by consumers with its authentic product guarantee, full-link operation capabilities and a complete after-sales service system . In the recently launched "National Makeup New Chinese Style" beauty special session, in addition to joining beauty skin care experts to recommend domestic beauty products and share professional beauty and skin care knowledge in a live broadcast, it also launched the "United Small Sample Experience Package", allowing consumers to taste the reputation products of multiple new domestic brands at a low price at one time. While helping consumers reduce the cost of trial and error, it also helps new domestic brands enter the vision of more young consumers.
For beauty and skin care products, the reporter learned that in addition to basic services such as "10 day price insurance", Vipshop has also launched after-sales services such as "alleviation and worry-free" and "breaking and worry-free" in order to strengthen consumer rights protection to further ensure consumers' shopping experience. "The beauty and skin care products market not only requires good technology and good products, but also the industry jointly builds a high-quality trading environment and perfect after-sales guarantees from multiple parties, which are also necessary factors to improve consumer experience." A relevant person in charge of Vipshop said.
