Cosmetics Market Research Report

Article Source: Release time: 2006-04-24 Clicks: 0 Xinhuanet Fuzhou December 23rd With the deepening of China's reform and opening up, the national economy has grown rapidly, people's living standards have been continuously improved, and the cosmetics market has also developed rapidly. In 1987, the sales volume of China's cosmetics market was only more than 1 billion yuan. In 1991, it increased to 4 billion yuan. In 1993, it surged to more than 9 billion yuan. In recent years, the average annual growth rate has reached 50%. To understand the cosmetics market in Quanzhou. With regard to the status quo, consumer status and consumer mentality, and the future development of the market, we conducted this questionnaire survey on the cosmetics consumption market in Quanzhou. From this, we have a preliminary understanding of the general situation of the Quanzhou cosmetics market and the behavioral characteristics of consumers.

Skincare cosmetics are the mainstream Among the majority of readers surveyed, up to 87% of them mainly use skin care cosmetics, while only 2.7% of users of makeup cosmetics, 10.3% of both types of users. Display: In addition to 48% of people using cosmetics once a day, 41% use it several times a day. This shows that cosmetics in Quanzhou have become popular goods, and their penetration rate is very high. In terms of frequency of use, there are significant differences between men and women. 48.5% of women choose "a few times a day", 44.1% choose "once a day", and 18.1% of men choose "a few 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, the absolute value of their frequency of use is not very low. This also shows that the market capacity of men's cosmetics in Quanzhou cannot be ignored. It is a market worthy of business development.

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 began to pay attention to their grooming and began to care about their skin, which was mentioned in the previous analysis. Then, how do consumers in Quanzhou view the current shortage of male cosmetics?

44.6% of the respondents believe that the current male cosmetics are not rich enough, 22.1% of the respondents think that the purchase is inconvenient, 20.1% of the respondents think the quality is not good enough, 21.1% of the respondents think that the function is incomplete, 13.4% The respondents were not satisfied with the service. It can be seen that the male cosmetics in the Quanzhou market currently have obvious deficiencies in terms of variety, quality, function, and convenience of purchase. This also shows that the male cosmetics market in Quanzhou has great development potential and is a big cake that businesses cannot miss. .

The supermarket is the largest sales channel from the source of cosmetics, 96.4% of people buy it themselves, and 3.6% of them accept gifts from relatives and friends. Among the people who bought cosmetics, 45.3% were purchased from supermarkets, 42.7% chose cosmetics stores, 12.7% were purchased at general cosmetics stores, and only 4% were from beauty salons. This shows a major feature of the Quanzhou cosmetics market: more people buy cosmetics in supermarkets, which is why the supermarkets in Quanzhou are particularly developed. Practitioners in cosmetics stores generally have the expertise of beauty and skin care, can provide consumers with detailed product introduction and consultation, and the specialty stores offer a wide variety of cosmetics, so a large number of people buy cosmetics in specialty stores.

At present, the role of the beauty salon in Quanzhou is more to provide beauty services than to sell cosmetics. Among those who use cosmetics, 54.7% think they should use up and buy again, but many people think that they can buy as long as they are good, and those who buy and occasionally buy only account for 16% of them. According to the survey results, the average monthly consumption of cosmetics in Quanzhou is 38.5% between 50-100 yuan, 15.9% for 100-200 yuan, 4.7% for 200-400 yuan, and more than 400 yuan. Only 0.3%. It can be seen that the monthly consumption of cosmetics in Quanzhou consumers is more than 50 yuan, and those who spend more than 400 yuan per month are mostly "white-collar" women or other high-income people.

In the survey of skin care prices, 42% of respondents can accept prices between 20 yuan and 50 yuan, 29% of respondents can accept prices between 50 yuan and 100 yuan, and 13.7% of the respondents. Investigators can accept prices between 100 and 200, and only 2.7% of respondents who accept skin care products with more than 200 yuan. It can be seen that skin care products with prices below 100 yuan are more popular among Quanzhou consumers.

Young and middle-aged people are the main force of consumption In this survey, we found that the age of cosmetics users is between 20-40 years old, the proportion is as high as 84.6%, and the proportion of users under 20 years old and over 40 years old is very small. . The survey also showed that consumers under the age of 30, cosmetics monthly consumption is more than 50-100 yuan, accounting for 40.3%; consumers aged 30-40 years, the average monthly consumption is acceptable at 50 Below 40 yuan, there is 40.7%; while the consumption level of 50-100 yuan accounts for 37%, the difference between the two is small. However, the consumption of cosmetics for middle-aged and older people aged 40 years or older is lower, and 68.8% of the monthly willingness to spend on cosmetics is less than 50 yuan. This has a lot to do with their living habits and consumption concepts.

Skincare cosmetics are the mainstream Among the majority of readers surveyed, up to 87% of them mainly use skin care cosmetics, while only 2.7% of users of makeup cosmetics, 10.3% of both types of users. Display: In addition to 48% of people using cosmetics once a day, 41% use it several times a day. This shows that cosmetics in Quanzhou have become popular goods, and their penetration rate is very high. In terms of frequency of use, there are significant differences between men and women. 48.5% of women choose "a few times a day", 44.1% choose "once a day", and 18.1% of men choose "a few 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, the absolute value of their frequency of use is not very low. This also shows that the market capacity of men's cosmetics in Quanzhou cannot be ignored. It is a market worthy of business development.

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 began to pay attention to their grooming and began to care about their skin, which was mentioned in the previous analysis. Then, how do consumers in Quanzhou view the current shortage of male cosmetics?

44.6% of the respondents believe that the current male cosmetics are not rich enough, 22.1% of the respondents think that the purchase is inconvenient, 20.1% of the respondents think the quality is not good enough, 21.1% of the respondents think that the function is incomplete, 13.4% The respondents were not satisfied with the service. It can be seen that the male cosmetics in the Quanzhou market currently have obvious deficiencies in terms of variety, quality, function, and convenience of purchase. This also shows that the male cosmetics market in Quanzhou has great development potential and is a big cake that businesses cannot miss. .

The supermarket is the largest sales channel from the source of cosmetics, 96.4% of people buy it themselves, and 3.6% of them accept gifts from relatives and friends. Among the people who bought cosmetics, 45.3% were purchased from supermarkets, 42.7% chose cosmetics stores, 12.7% were purchased at general cosmetics stores, and only 4% were from beauty salons. This shows a major feature of the Quanzhou cosmetics market: more people buy cosmetics in supermarkets, which is why the supermarkets in Quanzhou are particularly developed. Practitioners in cosmetics stores generally have the expertise of beauty and skin care, can provide consumers with detailed product introduction and consultation, and the specialty stores offer a wide variety of cosmetics, so a large number of people buy cosmetics in specialty stores.

At present, the role of the beauty salon in Quanzhou is more to provide beauty services than to sell cosmetics. Among those who use cosmetics, 54.7% think they should use up and buy again, but many people think that they can buy as long as they are good, and those who buy and occasionally buy only account for 16% of them. According to the survey results, the average monthly consumption of cosmetics in Quanzhou is 38.5% between 50-100 yuan, 15.9% for 100-200 yuan, 4.7% for 200-400 yuan, and more than 400 yuan. Only 0.3%. It can be seen that the monthly consumption of cosmetics in Quanzhou consumers is more than 50 yuan, and those who spend more than 400 yuan per month are mostly "white-collar" women or other high-income people.

In the survey of skin care prices, 42% of respondents can accept prices between 20 yuan and 50 yuan, 29% of respondents can accept prices between 50 yuan and 100 yuan, and 13.7% of the respondents. Investigators can accept prices between 100 and 200, and only 2.7% of respondents who accept skin care products with more than 200 yuan. It can be seen that skin care products with prices below 100 yuan are more popular among Quanzhou consumers.

Young and middle-aged people are the main force of consumption In this survey, we found that the age of cosmetics users is between 20-40 years old, the proportion is as high as 84.6%, and the proportion of users under 20 years old and over 40 years old is very small. . The survey also showed that consumers under the age of 30, cosmetics monthly consumption is more than 50-100 yuan, accounting for 40.3%; consumers aged 30-40 years, the average monthly consumption is acceptable at 50 Below 40 yuan, there is 40.7%; while the consumption level of 50-100 yuan accounts for 37%, the difference between the two is small. However, the consumption of cosmetics for middle-aged and older people aged 40 years or older is lower, and 68.8% of the monthly willingness to spend on cosmetics is less than 50 yuan. This has a lot to do with their living habits and consumption concepts.