Jingdong Released A Beauty Market Report, A Surge In Male Consumers.

In the global cosmetics market 4% growth, the electronic business platform increasingly attaches importance to build up the beauty makeup ecosystem.

China's electricity providers are in a much larger market than the global average growth rate of two times.

But China also has strong competitors, including Tmall, NetEase, Xiao Hong Shu, and even jitter.

Jingdong, as one of China's head business platforms, has not let go of this opportunity.

However, for most people, it does not have a strong sense of beauty and is rarely regarded as the first choice.

In January 10th, the Jingdong beauty industry summit and Jingdong "Beijing US awards" awards ceremony was held in Shanghai.

Wang Tao, general manager of Jingdong cosmetic department, admitted at the meeting that there were some pain spots in Jingdong's beauty make-up.

For example, when consumers buy beautiful makeup, they do not expect to go to Jingdong to consume, they can not find the beauty makeup products they want on Jingdong, and the pages of Jingdong beauty makeup are not beautiful and lack of interaction.

"Generally speaking, it's not easy to go around."

He said.

In order to change the status quo, Jingdong upgraded the Department of cosmetic makeup to the first tier department in February 2018.

"After that, a lot of changes have taken place," Wang Tao said. "The beauty business and POP business are growing at the same time, and POP business is more fierce."

During the period, Jingdong introduced Biotherm, HR Helena, Hyun, L'OCCITANE and Beckham's brands, and the growth of high-end brands such as SK-II, post and snow essence reached the top of the platform of the whole HOUSE99.

In the near future, Jingdong once again made a structural adjustment to the cosmetic business, merged it into the Jingdong mall fashion home platform business group, and returned to cross-border trade to achieve "beauty buying".

Hu Shengli, senior vice president of Jingdong group and President of Jingdong mall fashion home platform business group, said in 2019 that it planned to use full link operation, content marketing empowerment and beauty makeup brand development to attract consumer groups dominated by women and young users, and open up fashion and beauty products to create a large fashion industry chain.

On the day of the summit, Jingdong released the "2018-2019 beautiful new starting point, cosmetic consumption report" based on the statistics of the forward-looking Industry Research Institute and its own platform, summed up the industry trend in 2018 and predicted the trend in 2019.

The report shows that in the past five years, retail sales of cosmetics in China have been growing. The growth in 1 to June in 2018 was the highest in the past five years, 14.2%, with an average annual compound growth rate of about 11.53%.

As online beauty products were enriched and shopping experience improved, online cosmetic consumption in 2018 was much higher than that under the line, with an increase of 40%.

If consumers are differentiated by age, they will find that 70 of the 39 to 48 year old people still account for the highest consumption level. This is mainly because they are the core members of the middle class and prefer high-end brands.

The group of post-80s children aged 29 to 38 lived in the second place, and has formed a steady consumption habit. They like efficacy skin care products, and are also the most popular users of online consumption.

Interestingly, after 24 to 28 years of age, the consumption quota has been 95.

According to the report analysis, after 95, most of them are college students, who love to try fresh products, and the demand for make-up is higher, and consumer behavior is easily influenced by social media KOL.

After 90 years, most of them did not enter the workplace for a few years.

Women still account for 56% of the cosmetic consumer group. In the first half of 2018, 13 brands in the cosmetics industry signed the "90%" fresh meat as spokesmen to consolidate the attraction of the brand to female fans.

But over the past two years, men's beauty and consumption groups have grown stronger and stronger, and men's skin care has reduced their proportion of cleanser, water and lotion, and the proportion of lipsticks, facial mask and essence has increased.

From 2017, the increase in the consumption of the essence and the per capita consumption of the men began to exceed the female. This is related to the characteristics of the male preference for big brand and low promotion sensitivity. At the same time, it also shows that the male skin care is no longer in the simple stage of cleansing and moisturizing, and begins to explore the depth of skin care.

Photo source: Jingdong, "2018-2019 beautiful new starting point, cosmetic consumption report"

In Wang Tao's view, the growth of beauty consumption of male users may contribute to the advantage of Jingdong.

"Jingdong has a characteristic that our gift giving mind is very strong," he said. "Therefore, Jingdong may become a magic weapon for iron and steel straight men. If he wants to buy gifts for his girlfriend or wife the day before Valentine's day, shopping on other platforms may not be served, but Jingdong's logistics advantage can help to do this."

Source: interface writer: