Refined from Tianfeng Securities: consumer Storm in lipstick
According to the statistics of BABA and big data, more than 3 million female users bought more than 5 lipsticks in one year.The lipstick bought by the post-90s generation is the most expensive, while the lipstick bought by the post-70s generation is the most expensive.
1. Consumption storm in lipstick
On New year's Eve in 2017, the Spring Festival Gala of the year of the Rooster kicked off, and all the popular fresh meat appeared, propping up half the sky of song and dance programs. Interestingly, it was neither Lu Han nor Chen Weiting who topped Weibo Corp's hot search list that night, but "Dong Qing lipstick", which has been searched 1.62 million times in real time. Before the seventh day of junior high school, several lipsticks suspected of being the same color in some shopping malls were sold out. As early as the end of 2016, Chen Weiting began to endorse Maybelline in New York and launched his first product, "New Fog Matte Lipstick" at Christmas, with the main color named "Queen Chen Weiting Color". On the day of Tmall's debut, 4000 lipsticks sold out within 20 seconds, setting a new record for Maybelline Tian Cat store sales in two hours after the opening of the pre-sale, selling 20000 lipsticks a day.
2. In 2017, Tmall lipstick surpassed "BB Cream" to become the No. 1 seller of all kinds of cosmetic accessories.
According to data from Tmall Mall, online sales of Tmall lipstick / lipstick reached 6.56 billion yuan in 2017, an increase of 53 percent over 2016, surpassing "BB Cream" to become the No. 1 seller of all kinds of cosmetic accessories.According to the "2017 China Cosmetic personal Care consumption trend report" released by CBNData, more than 3000 cosmetic brands from all over the world have settled in Tmall by 2017. 80% of the brands account for more than 10% of China's online channels, and the growth rate of online cosmetic products is 11 times that of offline products, of which makeup sales have grown by more than 50% for four consecutive years.Lipstick sales grew five times faster in 2016 than beauty makeup as a whole.
3. The rapid expansion of the lipstick market is inseparable from the growing consumer groups.
According to the statistics of BABA and big data, more than 3 million female users have bought more than 5 lipsticks in one year, and the age distribution is quite wide. The "post-90s generation" accounts for 62% of lipstick consumption. Consumers over the age of 50 also contribute 2%. Among the post-95 generation, 44.8% wore lipstick every day, 47.3% carried lipstick with them, and more than 20% had more than 5 lipsticks. In 2017, Sephora released the Guide to Women's Lip makeup, which sketched the picture of Chinese women's lipstick consumption. One of the statistical results showed thatThe lipstick bought by the post-90s generation is the most expensive, while the lipstick bought by the post-70s generation is the most expensive.
4. The base number and age distribution of lipstick consumers continue to expand, which is the gradual awakening of public makeup consciousness and the effect of income increase.
Through BABA and big data, CBNData targeted people who bought makeup products for three consecutive years (2014-2016), and observed the changes in their shopping cart portfolio. It was found that consumers initially (2014) basically only bought basic skin care products, and gradually began to buy basic makeup in the second year (2015). In the third year (2016), makeup consumption was significantly diversified, and the correlation with skin care products was significantly enhanced. Perhaps for many conscious lipstick consumers, the pursuit of lipstick corresponds to a history of transformation from a makeup "rookie" to an "expert".
5. With the same rapid expansion of lipstick consumers, there are lipstick brands and categories available for consumption.
As far as brands are concerned, compared with the domestic and public line brands in the early years, the high-end line represented by European and American brands and the more oriental Japan-South Korea line have significantly increased their market share. However, despite the impact of European, American, Japanese and Korean brands, domestic brands with more Chinese characteristics have successfully stabilized their market share in recent years, showing a trend of brand diversification and declining concentration as a whole.
6. Upgrade of consumption scene
Modern technology provides a solution to the long-standing problem of lack of hands-on experience in online shopping. Using face recognition technology and AR technology, some APP realize virtual lipstick color test through the function of beauty camera, and the offline shopping experience is also improving at the same time. At the end of last year, Canadian makeup brandsMAC and AR company ModiFace (acquired by L'Or é al in March this year) launched an AR make-up mirror, which officially uses 3D video make-up rendering technology, rendering quality comparable to that of real-life makeup artists.At the Tmall Gold make-up Awards in March this year, the 4th generation Tmall trial mirror was unveiled. In addition to real-time rendering of virtual makeup effects such as lip gloss, cosmetic contact lenses and blush, you can also query product information and buy with one click on the mirror.
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