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1、Skincare Consumer Illustration and Future Market OutlookChina Skincare Market Whitepaper2023 Market Whitepaper Series 01She says 2Gabrielle KongVP of Strategy,Chief EditorTing YuanInsight&Data LeadVonnie WanAssociate DirectorJoy LongMedia MasterEsperanza WangInsight&Data ManagerIris SongSenior Execu
2、tive3Gabrielle KongLife ArtistSkincare ritual,as an essential part of the self-indulgent culture,shows your lifestyle attitude.For example,I pay closer attention to rituals in their day-to-day life and shows a higher awareness regarding self-care.Whether its Gen Z or millennials,they both have highe
3、r requirements for life.The idea that“I am living not surviving”has resonated greatly with todays Chinese,and they look to reward themselves under hustle culture with quality lifestyles.Ting YuanHabitual FollowerIts a balancing act when it comes to time allocation.Whilst multi-tasking from a number
4、of roles including mum,daughter,wife,employee and friends,my philosphy is to minimise time spent,and room for error by choosing the product of the brands I trust.We live in the age when new products show up all the time,its ever more important for brands to build equity and trust.Vonnie WanLife Arti
5、stSkincare is not just about skincare,but more like my own ritual than makeup.The choice of products represents the degree of self-care,the choice of brand represents the tag of self-recognition,and efficacy and user experience is for self-pleasing.During our research,we gradually find that this per
6、sonalized consumer behavior reflects various individuals different pursuit of experience value,and then the consumer personas become three-dimensional.4Esperanza WangBeauty QueenLife for me is an adventure,exploring the world and collecting new experiences while growing on the way and learning about
7、 myself by looking inward.For skincare,I have the same philosophy:I favor the premium brands while try the niche ones in trend;as long as I think they-brands,efficacy,formulas,etc.-have a reputation and suit my skin type,I would love to add new ones on top of my skincare routine.This is also the pro
8、cess of constantly understanding my skin type and refreshing my knowledge.Joy LongLife ArtistSkincare,a topic that every woman,and more and more men,cannot live without.It is time for self communication,respect and love.What skincare can bring us is not only a skin texture that can withstand the tes
9、t of time,but also self-love and self-confidence that sprouts from the bottom of our hearts.This is why skincare is becoming more and more important to people.Iris SongCurious ExplorerSkincare is becoming a special ritual for women to please themselves in daily life.Skincare products have not only f
10、unctional benefits,but other spiritual values like identity and ideal projection.The upgrading of consumer demands has spurred the rise of diversified skincare brands.Its difficult for brands to target their audience by the old classification method based on age and income.In the era of big data&pre
11、cise advertising,I am curious about if data can help brand find more insight.5PrefaceOver the past year,the mainlands crowded and highly competitive beauty market has undergone a total reshuffle.We have also experienced through the“changing”new normal.Ahead of IWD,we launch this whitepaper to give y
12、ou a unique perspective and methodology provided by Essencemediacom to show how we decode the industry of“beauty”and its consumers.Gabrielle KongVP of Strategy,Chief EditorThe challenging industry:Rapid growth phase of Chinas facial skincare market has come and goneWith the advancement of Chinas dom
13、estic economy and the upgrade of national consumer demand,Beauty Economy was rapidly on the rise.Before 2019,Chinese facial skincare market had been growing for five years,and its consumer market share even ranked the second in the world in 2018.Affected by Covid-19 and the economic downturn,the gro
14、wth in Chinas skincare market size has slowed down.The Consumer Confidence Index in October 2022 was 87.2,down from 121.7 in 2021 and the lowest in nearly 11 years.The penetration of Chinas skincare market is relatively saturated,but the per capita spend is only 27.8 US dollars(2020),lower than that
15、 of the United States,Japan and other developed countries,and the industry has entered the era of stock competition.61,482 1,637 1,851 2,130 2,369 2,587 2,807 3,036 4.50%10.4%13.0%15.1%11.2%9.2%8.5%8.1%0%5%10%15%20%25%30%0.0500.01,000.01,500.02,000.02,500.03,000.03,500.0200022E
16、 2023ESource:Euromonitor,iResearchMarket size&growth rate of Chinas skincare industry(Unit:100 mil RMB)Source:Euromonitor,iResearchThe heightened competition:premiumization,diversification and fragmentation brought by full market competitionSince 2017,premium skincare category has become one of the
17、main drivers for the overall skincare categorys growth,and the overall trend has been shifting towards more premium and higher price per unit.These days we live and breathe in new technology,it has become the driving force for many industries,and beauty industry is no exception.Many businesses have
18、enhanced their products and competitive edge with technological innovations,and this led to the growth of product line in superior efficacy.And with the popularity of skincare knowledge,mens skincare products have gradually become the industrys blue ocean,and many international and domestic brands h
19、ave taken advantage of the momentum to launch a male skincare product line.78.5%22.8%25.0%28.6%23.6%18.1%15.9%14.3%4.4%6.1%8.0%7.8%2.0%1.7%0.8%0.8%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%2000222023High-end skincare marektMass skincare marketGrowth rate of High-end and mass skinca
20、re market in ChinaThe Marketplace:Leading international groups have presence in all tiers,and there is opportunity for Chinese labels to gain ground in more premium segmentsWestern brandsJ/K brandsClassic Chinese brandsEmergingChinese brands(Owned by LOral Group)PrestigeMid-to-highMass Super Premium
21、9How to create a highly visible skincare brand and drive growth in a competitive landscape?10Four Problems of Growth01020304The right product:How to unlock the next product for growth?The right people:Who are the source of growth?The right message:How to attract the target audiences for growth?The r
22、ight activation:How to apply the insight in respective media ecosystem?11Section oneThe right product:How to unlock the next product for growth?12Art+ScienceSolutionHuman UnderstandingPower of DATA13Research method:Social media insightsMARKETChinaLANGUAGEChinesePERIODP12M dataJan 2022 Dec 2022PLATFO
23、RMSTOOLSDatastoryBRAND SETTake Serum as an example,Lancme Gnifique,Este Lauder ANR,Shiseido Ultimune,ProyaDeep Ocean Energy,Skin Ceuticals Phyto Corrective GelSCOPE We listen to spontaneous conversations posted by consumers,influencers and brands on public platforms.It is not a strict representation
24、,for example,of sales performance.To comply with cybersecurity and data privacy regulations,consumers identity in their user generated content is anonymized throughout the report.RESEARCH PROCESSCOMPLIANCEDATA COLLECTION set-up&collection of public posts&conversationsDATA MININGnoise cleaning&explor
25、ation of top trendsINSIGHT MININGanalysis of the conversation elements&key factorsCONCLUSION&TAKEAWAYSrecommendations for marketing&influence teamsNote:1.The data for these brands were only available for skincare lines,except for makeup or fragrance;2.%refers to the proportion of social volume of he
26、ro products in all skincare products of the whole brand;3.Word cloud displays keywords associated with skincare products of the whole brand;4.Platform:RedSource:Datastory,09/23/2021 09/22/202214Focus on hero product,establish strong brand image58%40%44%60%Este LauderANRLancmeGenifiqueSHISEIDOUltimun
27、eProyaDeep Ocean Energy/Elastic BrighteningIts share of voice in overall brandvolume on RedSerumChanelLa MousseSK-IIFacial Treatment EssenceWinonaAnti-sensitive MoisturizingTolerance Extreme Cream MedRepairRejuvenating Repairing Mask24%89%61%52%Their share of voicein overall brandvolume on RedOthers
28、Skincare products depend heavily on word-of-mouth and efficacy,so the hero product not only represents its product perception,but also the overall brand image.Through serum,most distinctive in its efficacy,is the fastest way for most skincare brands to open the market.Note:1.Select products with hig
29、h volume of social discussion as an example;2.Platform:RedSource:Datastory,09/23/2021 09/22/202215Serum:highly saturated with focus on skin efficacy Este Lauder ANRLancme Genifique SkinCeuticals Phyto CorrectiveGuerlain Abeille Royale Shiseido Proya Deep Ocean EnergyMoisturizingHydratingIngredientsH
30、igh-End BrandsStocking UpRednessSkin ToneFirmnessAnti-agingAntioxidant ProtectionEmpty BottlesSkin PoresWhiteningAnti-irritationSkin BarrierSkin ResilienceStabilizingFine LinesOily SkinTexture-3-2-10123-3-2-1012Anti-Aging|Stabilizing|Antioxidant ProtectionStabilizing|Oily Skin|Fine LinesRedness|Anti
31、-Irritation|Hydrating|Skin Tone|WhiteningFirmness|Anti-Aging|MoisturizingStabilizing|Moisturizing|Skin PoresAnti-Aging|Oily skin|Skin Pores|Antioxidant ProtectionEste Lauder ANR,Lancme Genifique and Guerlain Abeille Royale have similar images in the social discussionAnti-aging and stabilizing are th
32、e most fundamental also intensely competitive demand spaces.And international and local brands have made efficacy claims in their respective fields.To rise to the top,in addition to introducing new skincare concepts,brands must continue to innovate to consolidate the strength of the ingredients with
33、in the mainstream demand spaces of safety brands.EfficacyMoisturizing Anti-AgingWhiteningStabilizing16ENGAGEMENT Somewhat common(not new/innovative)but with good potential to win proximity with consumersNot likely to generate viral reactions in the immediate future VOLUMENiche topicsOrganic TopicsTh
34、e percentage of postsEfficacy claims are highly saturated with focus on skin efficacy through superior science,ingredients,skin problems,etc.Amongst them,ingredients is undoubtedly an essential topic in todays Chinese skincare market.How can we prepare for the next trend through social insight?Avera
35、ge number of likesSerum:Cutting through the clutter of efficacy claimsWith potential to gain wider attraction and becomes the new normTrending TopicsMust-have messages in all brands campaigns also highly competitiveEstablished TopicsSource:analysis of the best posts on Red over the past yearEfficacy
36、 topic trend:Ingredients to formula,quantity to naturalness 17ENGAGEMENT VOLUMETrending TopicsNiche topicsEstablished TopicsOrganic Topics(VC in the morning&retinol at night,VC in the morning&VB at night,VE&VC,Niacin&Retinol,ABC skincare)(Additive-free,No preservatives,No SLS,No artificial flavours/
37、colors,Cleaningredients,Minimal formula,Reduction of skin burdens,Skin fasting)(Supply chain,Local purchases,fair trade,Red Ribbon,Eco-friendly,Pollution,Recyclable,Zero packaging,Waterless beauty)(Formula,Ingredient lovers,Concentration level,Multiple factors,Pro-xylane,Niacin,Ceramides,Oligopeptid
38、e,Retinol,BFL,VC in the morning&retinol at night,377)(Anti-aging,First signs of aging,Mature skin,Younger,Anti-oxidation,Fine lines,Wrinkles,Firming,Lifting,Remodeling,Anti-glycemic,Skin rejuvenation.)FormulaClean,Free fromCSRIngredientsSkin ProblemThe percentage of postsAverage number of likesConsu
39、mers are becoming more sophisticated in their knowledge beyond effective ingredients.Skincare formulas such as VC in the morning&retinol at night have gone viral and are still hotly discussed.Trend for clean beauty continues to rise,and this further extends into ingredients and craftsmanship claims
40、within the topic.Note:1.Select products with high volume of social discussion as an example;2.Platform:RedSource:Datastory,09/23/2021 09/22/2022Face cream:Luxury brands bring emotional values18La Mer La Mer Moisturing Moisturing CreamCreamKiehls Ultra Kiehls Ultra Facial CreamFacial CreamWinona Anti
41、Winona Anti-sensitive sensitive MoisturizerMoisturizerClinique Clinique Dramatically Dramatically Different GelDifferent GelHR Replasty HR Replasty Age RecoveryAge RecoverySKSK-II II Skinpower Skinpower CreamCreamAnti-agingMoisturizingTextureAnti-irritationRednessSkin BarrierIngredientsHydratingEmpt
42、y BottlesFirmnessFine LinesWhiteningStabilizingAcneBig NamesPremium BrandsGift BoxesPeelingDark Spots-3-2-10123-2-1012Creams from premium brands such as LM,SKII,HR have similar images in the social discussionBeyond basic moisturizing,anti-aging,stabilizing,consumers focus on the claims like feel on
43、skin and texture that signifies a sense of ritual and valueEfficacyMoisturizing StabilizingAnti-agingxUser Experience(Premium brands)Anti-Irritation|Stabilizing|TextureAnti-Aging|Firmness|Anti-Irritation|TextureOily skin|Moisturizing|HydratingAnti-Aging|Dryness|TextureMoisturizing|HydratingMoisturiz
44、ing|Anti-Irritation|Acnes|Redness|Skin BarrierNote:1.Select products with high volume of social discussion as an example;2.Platform:RedSource:Datastory,09/23/2021 09/22/2022Mask:Besides rich usage scenarios,new usage methods and new ingredients are all springing up19Besides basic efficacy,consumers
45、expect facial masks to have more diversified usage scenarios,and they are open to new usage methods and are willing to try new ingredients.AmpouleHydratingHA(hyaluronic acid)Anti-irritationApplicationSmoothingCaviarSOSSheetBrightening&Reducing RednessEGTStay Up LateFreeze-dried SoothingGentianaSeaso
46、ns changeLOREAL PARIS Revita Lift Filler HA MAOGEPING-Luxury Caviar Facial MaskPROYA Elastic Brightening Youth Dual action MaskINOHERB Gentiana Repairing Freeze-dried Essence Mask 20Data insight into product characteristics and formulate respective marketing plansCategoryConsumer FocusHalo EffectGro
47、wth OpportunitySerumEfficacy,IngredientsHighSuitable for big brands to show their brand strengthLocal brands could rise leveraging 1-2 exclusive ingredientsFace creamEmotional values involving efficacy and user experience MidSuitable for well-known brands with high brand loyalty(especially luxury br
48、ands).MaskEfficacy,occasions,innovation(More open to try new ingredients,concepts,and applications)LowRelatively low cost of innovationOpportunity for new brands to build hero productHow to find the right path for growth?How to plan marketing budget?How to pivot to the key selling point??21Section T
49、woThe right people:Who are the source of growth?2253.2%“”The age of 25 is the turning point for skin condition.After 25,the production of collagen slows down,and the risk of aging skin increases,so you can start to use anti-aging products at 25.“”After the age of 35,my mindset started to change.I be
50、gan to simplify my skincare products and did not impose too many high-effect products that were difficult to absorb by the skin.My skin looked good simply by moisturizing and nourishing.50%of Chinese consumers who buy Chinese local cosmetics live in first-tier or new first-tier cities“”I bought Proy
51、a and Winona in Li Jiaqi live streaming for several times and found that these Chinese products were quite good.They have the same famous ingredients as those big names,their prices are cheaper,and they are effective too.I might as well use the money I save to eat something good.of Chinese consumers
52、 who buy international premium brands live in third-and fourth-tier cities“”Although the income in small cities is not high,the expense is also low,and with the support of my parents,I have quite a bit of spare money.I dont have any other hobbies,but I love to study cosmetics.Having experienced the
53、benefits of premium skincare products,I dont want to go back to cheap ones.49.4%Source:WISERS-2021国货美妆人群洞察Focus on Geography?Miss Zhou,ShanghaiMiss Wang,Maanshanin AnhuiSource:SHJ,2022Note:“International premium brands”include Estee lauder,Lancome,Chanel,Dior,Armani,La Mer,La prairie,HR,Velmont,CPB,
54、SisleyConsumers are more cautious when faced with uncertainty.Yet they look for higher value products and experiences in their pursuit of quality of life while keeping their budgets in check.This redefinition of“essentials”is also affecting their skincare choices.We found that groups divided by trad
55、itional demographic attributes can no longer reflect consumers different values of skincare products.Their spending on skincare and their willingness to try different brands are helping them rethink skincare categories from a perspective of price premium.#Consumers are redefining the industry25“”Tin
56、g Yuan,Data LeadResearch methodology:Anthropomorphic interpretation in the era of Big Data26Quanti tative Anal ysi s Shanhaijin is GroupMs own large-scale syndicated consumer study,which has run in China for more than 15 years.It is an important tool to help clients gain insight into the changes of
57、consumer media and consumption habits in the Chinese market,enable strategy formulation,and promote business growth.The consumer segmentation is built on the latest summer edition of Shanhaijin database in 2022.The data is analyzed from the aspects of the target audiences demographic profiles,passio
58、ns and interests,consumption behaviors and media behaviours.Qual itati ve I nterviews Through in-depth interviews with different skincare consumers personas,we gain insight into their specific and general characteristics in terms of working environment,culture and value,attitude toward skincare,inte
59、rests and purchase journey,etc.Their real-life testimonies enrich our understanding of consumer groups with their individual experiences and complete the overall study.SCIENCE+ARTUnder the logical guidance of Science+Art,the quantitative analysis of Shanhaijin combined with in-depth qualitative inte
60、rviews to explore the unique insights of consumersNote:City tiers are derived from the above attributesGroupM ShanHaiJin:Leading consumer research with national coverage27GroupMCity TierRepresentativeCitiesT1ShanghaiT2WuhanT3HefeiT4HuzhouT5GuiyangT6QidongT7XiningT8Hubei,Jingzhou,ShishouT9Fujian,Sanm
61、ing,TainingT10Shanxi,Yuncheng,Suining2,000+citiesM a r k e t S c a l eConsumption scale,economic scale,population scale,such as total retail sales of consumer goods,gross regional product,number of resident population,etc.10major city groupsC o n s u m p t i o n I n te n ti o nFinancial situation,wi
62、llingness to spend,drivers of consumption,income level,etc.,such as urban disposable income,total retail sales of social consumer goods per capitaM e d i a c o n s u m p ti o nMedia use,advertising exposure,category awareness,reach of advertising media,etc.S o c i a l C u l tu r eIndustrial structur
63、e,geographical distribution,such as the proportion of primary,secondary and tertiary industriesTr a n s p o r t a t i o n a n d L o g i s ti c sDelivery network,railroad network,the number of delivery networks,geographical distributionHigh TierMid TierLow TierMarket Scale 90,Consumption Intention 70
64、.Transportation and Logistics 90,Media Consumption 80Market Scale 80,Consumption Intention 40.Transportation and Logistics 70,Media Consumption 55Market Scale55,Consumption Intention15,Transportation and Logistics50,Media Consumption30GroupM City Tier Definition160K+sample sizeUpdate frequency 4time
65、s/yearSource:SHJ 2022 Wave 1(May-July)Base:Women aged 15-49 who have recently purchased skincare products;%represents the percentage of the total audience of this category6 persona of skincare consumers28Number of brands purchased in one month0-2,0002,000+5+3-41-2The amount of money spent on skincar
66、e products last time(RMB)Curious Explorer好 奇 尝 鲜 党12%Value Seeker精 明 女 主 人15%Practical Buyer大 碗 好 用 族34%Beauty Queen美 容 大 王17%Life Artist悦 己 生 活 家9%Habitual Follower习 惯 信 徒12%6 Consumer personas are defined with number of products used in a month and amount spent(2,000RMB or higher as mid/high range
67、,assuming minimum 500RMB a set and 4 sets a month)Define consumers by their skincare philosophy and spendingsConsumers are segmented by their levels of brand consciousness.Detailed learning of their individual product needs leads us closer to the essence of consumer insights.1-2 Brands3-4 Brands5+Br
68、andsNot keen on skincare category,Follows simple application stepsSolid knowledge in the category,with comprehensive skincare routineSophisticated and passionate about skincare,with further application stepsBasic cleaning,moisturizing,oil control,and to some extent whitening and repairChooses approp
69、riate products,and switch to specialized products to adjust to seasons and changing skin conditionsKnowledgeable of her skin condition and functional needs,use specific products regularly,and chooses additional products to relieve temporary skin symptomsLow brand consciousness with high brand loyalt
70、yExpensive to convertBrand conscious,differentiates western,Japanese&Korean and domestic brands,generally has her own preferenceHigh conscious of skincare brands,not only familiar with big names,but also clued up about emerging,niche brandsSkincare ConceptFunctional NeedsBrand NeedsBrand Consciousne
71、ss*Note:Brand consciousness refers to the number of brands commonly used by consumersOOH:airport;mallsOffline Event:pop-ups;mallsMoment AdBrand CollaborationCustomer ReviewECCelebrity EndorsementPost-95s(TGI:132),Post-90s(TGI:137)SHJ High-Tier Cities(TGI:148)Monthly Income 10k-30k CNYStore Exploring
72、(Life/Travel Vlog)Exhibition/Stand-up ComedyCollectible(Blind box,Legos,Fragrances,etc.)FitnessMarried Without Kids(43%,TGI:130)SportsHigh-Tier White CollarPassion for Life No-kidsSocial ButterflyYOLOYouthfulPubAppearance-firstNight ClubFrontier White CollarSophisticated MomGen ZSTAYCATION种草 Reach 拔
73、草 Reaction养草 Relevance复购 RepurchaseKOLVertical app/WebPrivate DomainMembership:VIP;TmallmembershipBeauty Queen美 容 大 王17%They are passionate about skincare with sophisticated knowledge;they have their own skincare philosophy.They areoptimistic and curious,enjoy trying out new products/brands.Though w
74、ith high purchasing power,they dont blindlyfollow big names.They choose products for superior ingredients,efficacy and experience.They are less loyal to brandsand less price sensitive,but they will also impulsivelybuy products during e-commerce festivals and promotions.Brand Prestige:New brands:Effi
75、cacy:Price:WOM:KOC Index:Note:1.EC tags are cross-referenced from Alis 8 major demographics and SHJ data;2.Demographic characteristics data are from SHJ3.highlights consumers vulnerable stage that is the brand activation pointKey influencing factors when choosing productNote:marks the key points for
76、 brands to lay out31Not ready to settle Pursue challengeBeing young,I want to try more before finding my way.And I lookforwardto challengesand pursue meaningful work that I like.Focus on mePay for loveI watch the shows I love and wear the clothes I love.It is my life,so I do things for my own happin
77、ess.Love socializingFamily and friends firstMy family and friends are important to me,they provide strong supportand are my priority.She is 26 years old and lives in Shanghai with a monthly income of over 10,000 RMB.She lives by her own principles.Her favorite skincare brands are Whoo,Lancome,Estee
78、Lauder,Clarins,and Biophyto-genesis.Sweet,cool girl on Julu Road 158who knows everything about beautyHer skincare philosophyI am veryfamiliarwith myskin type,and I havespecific,seasonalproducts for different skinconditions.When I see a popular product,I wantto try it immediately.if itsuits my skin,I
79、 willkeeprepurchasingit.Herconsumer journeyLook for fresh and popular goods!The product with good reputation is worth a try!Ill buy it!its time to witness miracle!I will ask my friends in the beauty industry,check the KOCreviews,and go to the counter to try the product by myself!It is very convenien
80、t to buy.I have bought from the official mini program,live streaming,official e-commerce,duty free mini program,Douyin.Also,I couldnt help but getting the deals during e-commerce festival!I always pay attention to my skin condition.If my skin becomes tender after using the product,I will keep it for
81、 a long time;If it has no effect on my skin,I will change it immediately;If my skin turns sensitive,I will put it aside for a while.I usually see new product ads when I go shopping,also when I browse apps like Red or Beauty,Evolution every day.Of course,the brand official platforms is the quickest w
82、ay to get new product info.Beauty Queen美容大王17%Post-90(TGI:140)SHJ High-&Mid-Tier Cities(TGI:125,136)Photo-sharingMovie/TV ShowSkiing/Surfing/SkateboardingDancingMarried(75%)Have Kids(73%)Enjoy LifeYoung White CollarsCarpe DiemNew Middle ClassSelf-pleasingHedonisticWork-life BalanceNew ExperienceWine
83、 Tasting/CoffeeThey love beauty and care about skincare.They understand their skin type and match with their skincare products,but they do not have deep knowledge about skincare.They have many interests in life that take their time andenergy,so they are not willing to spend too much time studying sk
84、incare.If a product is from a big name or isrecommended by friends,they are willing to try them.They are less price sensitive.Thus,they do not stock up norbuy in large quantities during EC festivals.Life Artist悦 己 生 活 家9%Official EC ChannelSA种草 Reach 拔草 ReactionOOH:Subway/TaxiMobile APPWeChat Group:
85、“Daigou”;second-hand transaction Celebrity EndorsementPlacement:Movie;Game养草 Relevance复购 RepurchaseWOM(Post)Brand Official AccountKOL/Expert opinionDM:Text;SubscriptionsPrivate Domain:WeComMembership:Mini Program;Tmall MembershipMonthly Income 10k-20k CNYBrand Prestige:New brands:Efficacy:Price:WOM:
86、KOC Index:Gen ZSophisticated MomFrontier White CollarKey influencing factors when choosing productNote:1.EC tags are cross-referenced from Alis 8 major demographics and SHJ data;2.Demographic characteristics data are from SHJ3.highlights consumers vulnerable stage that is the brand activation pointN
87、ote:marks the key points for brands to lay out;KOLs and media platforms are for reference only33Goal-orientedWork-life balanceI works with goals.I am busy but within an acceptable range.After theepidemic,I willthinkabout my next direction.I stop for better start.Self-pleasingCarpe DiemInstead of soc
88、ializing,I prefer to enjoy life alone,spending time and money on my hobbies,such as luxury goods and pets.Follow trendsFashion loverI go to the club 2-3 times a week and like Hip-hop.I am also keen toexploreinternet-famous shops or niche,interestingcoffee shops.Life Artist悦己生活家9%She is 33 years old
89、and lives in Shanghai.Her monthly income is more than 10,000 RMB.Being single,she enjoys her freedom.Her favorite skincare brands include Aesop,CPB,Guerlain and CHANEL.Petty-bourgeois KOL on Anfu RoadCoffee-addictedOffice LadyHer skincare philosophyIknow my skinvery well,and my daily skincare proced
90、ures are very comprehensive.My skin isnot sensitive,so Irarelycome across skincare productsnot suitable for me,and mypreferred productsarefewtoo.If the product was good last time I bought it,Id buy it again.Herconsumer journeyTrend followerI want good-feeling and good-looking ones!Official stores ar
91、e always my choiceAdd to my true love list“I am attracted to things that look good or smell good.I wont go wrong if I follow beauty KOLs recommendations.”“I also check in at pop-up stores for fun and sometimes I find treasure products there!The first time I want to try a new product,I will go to the
92、 offline counter to try and then buy.Later,I will re-purchase it directly through e-commerceplatforms!“I would buy a new product only when the old one is used up.I dont stock up.My skin seems to really improve after using it,so I can mindlessly re-purchase it by adding it to my true love list!“I occ
93、asionally attend brand salons,and there to my surprise,I can learn better ways to use its products!Its easy for me to be influenced by friends and fashion KOLs who share the same tastes with me,and I like what they like too!“I usually pay attention to advertisements when I take the subwayto work.Whe
94、n I see them again when I watch dramasand variety shows,I become interested in them.仇仇-qiuqiuchichi是吃吃SavisLook晚晚学姐Price:KOC Index:New brands:Brand Prestige:Habitual Follower习 惯 信 徒12%Post-85(44%),Post-80(30%)SHJ High-&Mid-Tier Cities(TGI:114,127)Badminton/TennisReadingRoad Trip/CampingDocumentaryMa
95、rried(72%)Have Kids(73%)Urban EliteActive&ProactiveMiddle ClassHigh Knowledge&High IncomeFamily-oriented Self-healingPay for time savingPilates/YogaSenior Middle ClassSophisticated MomSamplingBrand Mini Program种草 Reach 拔草 ReactionOTT:Smart TVSocial Platform:WeiboOffline Event:Promotion;Specialty sto
96、re养草 Relevance复购 RepurchaseIn-store displayBrand Official AccountQ&A Platform:Zhihu;Baidu KnowsThey have a basic understanding of skincare.They focus on the inside more than the outside.They keep improvingtheir competence in life,allocating less time to beauty care.They have strong purchasing power.
97、They are used tospending money on the necessities“and tend to purchase bulky items than fragmented consumption.They usuallykeep buying products from their trusted brands for a long time.Its easy for them to develop brand loyalty anddifficultto switch brands.They will stock up mostly used products du
98、ring EC festivals and sales promotion activities.stove-boiled teaEducationDM:Text;SubscriptionsMembership:Mini Program;Tmall MembershipMonthly Income 10k-20k CNYEfficacy:WOM:Key influencing factors when choosing productNote:1.EC tags are cross-referenced from Alis 8 major demographics and SHJ data;2
99、.Demographic characteristics data are from SHJ3.highlights consumers vulnerable stage that is the brand activation pointNote:marks the key points for brands to lay out35Habitual Follower习 惯 信 徒12%35Career firstHigh achievementI realize my self-worth through work,hone my ability with all my mightand
100、enrich myself allthe time.Family-orientedSense of responsibilityFamily is an important part of my life.I have high expectations for my childs future.Although I am busy,I will do my best to nurture my child.Spend sensiblySocial valueWhat I buy needs to match my identity.I am willing to spend money on
101、bigitemsand enjoy the socialvalue brought by shopping.Her skincare philosophyI likesimpleskincare routine and dont want to burden my skin with too many procedures.I alwayschoose the brand I like best,among so many productswith different functions.I am alsowilling to try more efficient skincare metho
102、ds such asbeautyclinicandbeauty salon.Herconsumer journeySkincare knowledge triggers the needFind corresponding products in trusted brandsValue for money whilst quality is ensuredUnlimited repurchaseThere must be products of similar efficacy suitable for me among the brands I trust.Sometimes I check
103、 the official media,and sometimes I search on Zhihu.I first take the sample to try,and if ok,duty-free shops or mini programs are very convenient to buy.When I know what to buy,it is easy for me to stock up.“In addition to stocking up in everyday life,I will also go for the discount activities hoste
104、d by some brands to stock upI have participated in VIP salons.Although I know it is for the purpose of selling goods,the additional knowledge of skincare and life I can experience there makes me trust the brand-I dont bother to change the brand,after all,it is a brand I am familiar with.I often lear
105、n skincare knowledge through social media and learn about skincare products with different functions”“I notice ads when watching OTT with my kid or go shopping on weekends.She is 33 years old,married with a child and lives in Shanghai.With a monthly income of over 50,000 RMB and a busy life,she real
106、izes herself through work.Her favorite skincare brands include SK-II and Estee Lauder.Financial and Business Elitewho Have everything but timeCurious Explorer好 奇 尝 鲜 党12%Post-00(33%),Post-95(26%)SHJ Low-Tier Cities(TGI:114)LARP/board gameMusic Festival/Live ShowNew-style Tea DrinkGame/ACGFashionStud
107、entCurious BuyerBeauty loverTrend FollowerGen ZOverconsumingMoonlight ClanFrisbee/Soccer ballGen ZSmall-Town YouthShow off with brandsFrontier White CollarSAKOLLivestreaming:Celebritylivestreaming,Brand livestreaming种草 Reach 拔草 ReactionOOH:Residential,office buildings OTV:Iqiyi,Tencent,YoukuPlacemen
108、t:Variety Show;Games养草 Relevance复购 RepurchaseSamplingInterest Group:QQIndoor OOH:In mallThey are the young generation who focus on lived experience.They are curious about everything,inlcuding skincare.They follow trends and try new products before they become popular.They keepupdating their skincare
109、 knowledge by self-learning.They have limited purchasing power due to limitedincome at their age,but their life value of living in the moment encourages them to overspend.Theycare about price,so they will impulsively shop during EC festivals and sales promotion activities.Monthly Income 10k CNY(93%)
110、Single(42%)Private DomainMembership:Mini Program;Tmall membershipPrice:KOC Index:New brands:Brand Prestige:Efficacy:WOM:Key influencing factors when choosing productNote:1.EC tags are cross-referenced from Alis 8 major demographics and SHJ data;2.Demographic characteristics data are from SHJ3.highli
111、ghts consumers vulnerable stage that is the brand activation pointNote:marks the key points for brands to lay out;KOLs and media platforms are for reference only37Curious Explorer好奇尝鲜党12%Strive for lovePursue a dreamWork brings me a sense of accomplishment.I work for financial freedomand wishto have
112、 the capital to do what I want.Love lifeEnjoy socializingIn my spare time,I like to hang out with friends and try the newest activities:Frisbee,camping,flag football,paddleboarding.Shop sensiblyDemand-orientedI am young and still inexperienced,so I learn about finance management and buyon demand.The
113、re are a wide range of products,and I believe there is always asuitablerange for me.Her skincare philosophy I have a good understanding of different skin types.In order toimprove the unstable skinandoccasional acne,I havetried manyproducts from different brands.Indaily life,I try VC in themorning an
114、d retinol at night.I will simplify my skincare routine whenmy skin is sensitive.Im stilllooking forthe skincare product I love all my life.Herconsumer journeyBeginner in the Workplacewho enjoys levelling up from 0 to 1She is 23 years old,single and from Chengdu.She is a freshman in society with a mo
115、nthly income of 8,000 RMB.she has the will to fight for her pursuit.Her favorite skincare brands include Clinique,Winona,Biophyto-genesis and Larocheposay.Curiosity makes me spend moneyFriends sharing arouses my desire to try Curiosity makes me search,as a fan of Jiaqi LiGood to use is the most impo
116、rtant“If I came across a sampling,I will try it.“My friends often share good skincare products in WeChat group,and their recommendation will not be badI follow a lot of beauty/lifestyle KOLs.I will read their recommendations and buy one to try when I have a demand.“After trying Jiaqi Lis recommended
117、 product,I found it worthy of its reputation,so I will buy more in his livestreaming during e-commerce festival!“I will repurchase the product if I feel good when using it,or I will try new ones.”The trend is hidden in our life.By watching TV shows,watching variety shows,journey to and from work,I w
118、ill find brand new product advertisements!李佳琦Austin你好_竹子Price:KOC Index:New brands:Brand Prestige:Efficacy:WOM:Value Seeker 精 明 女 主 人15%Post-80(38%),Post-85(30%)SHJ Low-Tier Cities(TGI:161)Monthly Income 10k CNY(95%)YogaReadingFloriculture/GardeningPetContented MindYoung at heartRunning the houseCar
119、e for familySlow LivingSave MoneyWell-connectedCycling/MountaineeringUrban Blue CollarsSmall-Town Mature CrowdMarried(74%)Have Kids(74%)EC:Taobao;DouyinLivestreaming:Celebritylivestreaming,Brand self-livestreaming种草 Reach 拔草 ReactionOOH:mallNews app:ToutiaoLife Service APP:Meituan,DianpingOTT:Smart
120、TVCelebrity Endorsement养草 Relevance复购 RepurchaseSamplingWOM:Friends&colleaguesShort Video:KuaishouThey are young at heart.They have mastered some skincare knowledge,and have advanced skincare needs suchas anti-aging and whitening.On one hand,they want to maintain a good condition through skincare;on
121、 the otherhand,they want to balance the family budget.Therefore,they buy the most cost-effective products within theirbudget.They are extremely open to information and relatively brand-loyal.They are willing to try new brands andproducts if they are influenced.They are price-sensitive,so they will s
122、hop during EC festivals and sales promotionactivities.DM:TextPrivate Domain:Douyin Fans ChatMembership:Tmall MembershipBeauty Lover Key influencing factors when choosing productNote:1.EC tags are cross-referenced from Alis 8 major demographics and SHJ data;2.Demographic characteristics data are from
123、 SHJ3.highlights consumers vulnerable stage that is the brand activation pointNote:marks the key points for brands to lay out39Value Seeker精明女主人15%Steady careerWith wisdomI am conscientious and dependable in my job.I work hard,and myrigorous teaching attitude has won the praise of students and their
124、parents.Family-orientedHousehold managementMy child has been studying in college,so there is less time required to run the house,but financial support also brings me certain pressure.Clever spendingRational and controlledMost of my income is saved.There are many aspects to spend money inmy life,so I
125、 need to watch every penny.Herskincare philosophy Even though I am no longer young,I still hope tokeep a good image.I want to let time go slowly,andI grow old slowly.If a productrecommended by my colleagues or friendsbelongsto a brand commonly seen on TV or mobile phone,I am willing to try it,but Iw
126、ill not spend muchtime and money on it.I willstock up on frequently used productsduring Double 11 orother e-commerce discount seasons.Herconsumer journeyShe is 46 years old,married and has a child.She lives in Shijiazhuang.She earns 8,000 RMB a month.She has a stable career and a happy family.Her fa
127、voriteskincare brands are L Oreal,Proya and Pechoin.Excellent Teacherwho setHigh Standardsfor Students andherelfReached by traditional advertisingSee what product that people around me useDiscount is an important reasonSometimes its used for yearsWhen I get together with friends and colleagues,skinc
128、are is a common topic of conversation.Sometimes when I see someone with good skin,I wonder what they are using and want to have it myself.“When I read news on Toutiao or watch Douyin,I can see all kinds of advertisements and recommendations”I will go to the store to get samples,but I still hope to b
129、uy them when there are special discounts,such as Double 11,618,etc.I have been accompanied by trusted brands for many years,and I will always use products with good effects.I often see advertisements for skincare products when I watch TV or go shopping.“I love Yili Ma.I want to buy all the products
130、she endorses.Practical Buyer 大 碗 好 用 族34%Monthly Income Below 10k CNY(95%)Walking in park/JoggingSquare DancingPartyWatching TV/Variety ShowMinimalismLover of NatureHealth&WellnessDefensive consumptionEconomicalShoppingMarried(71%)Have Kids(69%)Post-80(39%),Post-85(29%)SHJ Low-tier cities(TGI:116)Sa
131、mplingLivestreaming:Live commerce,Brand self-livestreamingOffline Promotion种草 Reach 拔草 ReactionTraditional TV AdWeChat SubscriptionSocial Platform:Weibo养草 Relevance复购 RepurchaseOffline Event:mallAudio Book app:XimalayaWeChat Group:“Daigou”;second-hand transactionThey pay less attention to skincare,a
132、nd they do this only to maintain the natural state of skin,such as moisturizing,oilcontrol and cleansing,etc.They have little knowledge about skincare and very limited brand awareness.Theyhabitually buy their mostly used brand products and seldom change.They may change products only when theyhave ne
133、w skincare needs.Though they are sensitive to prices,they have little access to discount information.Thus,they only buy when they have real needs.DM:TextSimple LifePeace&LeisureSmall-Town Mature CrowdUrban Blue CollarsPrice:KOC Index:New brands:Brand Prestige:Efficacy:WOM:Key influencing factors whe
134、n choosing productNote:1.EC tags are cross-referenced from Alis 8 major demographics and SHJ data;2.Demographic characteristics data are from SHJ3.highlights consumers vulnerable stage that is the brand activation pointNote:marks the key points for brands to lay out41Practical Buyer 大碗好用族34%Small bu
135、sinessStable and idleAfter more than ten years of operation,my shop has accumulated goodreputation from nearby communities.There is no pressure to expand,and there isnot much room for growth.Family supportCare for the kidMy child has passed the infancy stage,and my and my in-laws help raise the chil
136、d together,so I am free from heavy housework.Household incomeFrugal consumptionI have no personal income,so my personal consumption is relativelysimple,and non-essential thingsare generallynot purchased.Her skincare philosophy My skin is a little oily,so Iuse a cleanse every day,and then I put on so
137、me toner.Thats all,verysimple.The lotion is a productthat I accidentally started using a few years ago and Ihave been using ever since.I didnt buy much,and Ididnt pay much attentionto skincare,soI bought it directlyin supermarkets or shopping malls when I ran out.Herconsumer journeyShe is 36 years o
138、ld,married and has a child.She is from Enshi,Hubei Province.As a self-employed business owner,her income is instable,and her most used skincare brand is Chando.A Fruit Shop OwnerwithWell-off Family and stable bussinessSkin problems trigger the needOccasionally see ads and feel interested when watchi
139、ng short videosDirect offline purchase Ill buy it again when I need it“Sometimes I would see introductions in short videos or live broadcasts,but they were forgotten later”I bought it while shopping.I bought what I needed at that moment,and I would consider a set if it was a better deal.If nothing h
140、appens,Ill keep buying it.Its working fine.“My skin is oily,and acne will occur if I dont clean my face carefully for a long time”“I also know the balance of water and oil,so I occasionally use toner”Section threeThe right message:How to attract the target audiences for growth?4243Reflection 1In add
141、ition to the crossover of geographical and age distribution,consumers of this year also have different mixes in the choice of brands.For brands with segmented product lines,which group is most valuable?How does the brand set out its plan?They are passionate about skincare and willing to trynewbrands
142、and products.They have purchasingpower,but dont blindly over-trust in big names.Theychoose products by practical factors like ingredients,efficacy and the sense on skin.Product selection habit6 types of skincare consumersBrands with high%La Mer,SK-II,Estee Lauder,KiehlsDior,Estee Lauder,Lancome,LOra
143、l ParisLancome,Chanel,LOral Paris,OlaySHISEIDO,Dove,WINONA,VaselinePechoin,Chando,OSM,WINONAChando,Proya,Nivea,VaselineThey loves beauty and care about skincare.Theyunderstand their own skin type and choose productsmatching with their skin,but they do not have deepknowledge of skincare.They have man
144、y interests thattake their time and energy in life.They have a basic understanding of skincare.Theyfocus on the inside more than the outside,so theyallocate less time to beauty care.They have strongpurchasing power and are used to“spending moneyon the necessities”.Besides,they tend to make one-offpu
145、rchases.They follow trends and try new products before theybecome popular.They keep updating their skincareconcept by self-learning.They have limited purchasingpower,but their life value of living in the momentencourages them overspend.They master some skincare knowledge,and they haveanti-aging,whit
146、ening and other advanced skincareneeds.They wanttomaintaina goodconditionthrough skincare,but they always buy the most cost-effective products to balance the familybudget.Their demands for skincare are only to maintain thenatural state of skin,such as moisturizing,oil control andcleaning,etc.They ha
147、ve little knowledge of skincareand very limited brand awareness,so they seldomchange brands.Future high opportunity brandsLife Artist悦 己 生 活 家Practical Buyer大 碗 好 用 族Habitual Follower习 惯 信 徒Curious Explorer好 奇 尝 鲜 党Value Seeker精 明 女 主 人Beauty Queen美 容 大 王Consumer x Brand=?Consumer x Brand:opportunit
148、ies and thinking of layout44Consumer x Consumer Journey:emphases of layout They are willing to try new things and often influence their friends to buy.They should be the first to know about new trends.To win them,brands need to“penetrate quietly.In face of complicated new product information,strikin
149、g the skincare pain points is not enough-every bit of brand&product concept must connect to every aspect of their life.Once they are convinced,they will bring significant added value to the brand,and then they will trust in the brand and maintain the brand experience.Like Beauty Queen,curious explor
150、ers need something new.When cued by words like all girls place orders in the live streaming,they would be sure to buy.Although discounts and promotions are important to them,they gain added value in social currency from new information exchange amongst acquaintances and endorsements from celebrities
151、.Also price sensitive,but less likely to switch brands.ReachRelevanceReach,RepurchaseReach,ReactionReach,ReactionReactionLife Artist悦 己 生 活 家Practical Buyer大 碗 好 用 族Habitual Follower习惯信徒Curious Explorer好 奇 尝 鲜 党Value Seeker精 明 女 主 人Beauty Queen美容大王44Consumer x Media:opportunities and thinking of lay
152、out45思考2Media equality makes people gather around the top media platforms.How can we effectively seek access to data in different media ecosystems and further ensure growth,and balance brand awareness and product sales?Consumer x Media=?未来高机遇媒介Life Artist悦 己 生 活 家Practical Buyer大 碗 好 用 族Habitual Fol
153、lower习 惯 信 徒Curious Explorer好 奇 尝 鲜 党Value Seeker精 明 女 主 人Beauty Queen美 容 大 王Exposure media:eye-catching OOH like malls,offline events,Moment ads,etc.Emphases of consumer journey6 types of skincare consumersMedia touchpointsFocus on Relevance:social media contents,such as posts on seeding platforms,
154、brand official account,KOL/expert opinionWin trust:official information,peer recommendation and CRM are all important,including brand official account,member activities and community,etc.Exposure conversion:advertise new things everywhere,from office buildings to OTV,from commuting OOH to content sp
155、onsorship,make a quick,impulsive order in live streamingExposure conversion:celebrity endorsement and brand endorsement on TV/OTV/OTT reinforce their choice and provide great topic for party.They also stock up during promotionConversion:media directly related to shopping,such as e-commerce festival,
156、livestream shopping,offline promotion activities,etc.With the rise of online video and culture tribes,consumershave more rights to choose contents and platforms.Theprogress of technology and the equality of information haveled to a concentration of the number of media platforms,and the competition i
157、n advertising becomes increasinglyfierce.The content platforms are highly centralized,and theexposure media are much the same,so the difference is upto the content layout.4546Life Artist悦 己 生 活 家Practical Buyer大 碗 好 用 族Habitual Follower习 惯 信 徒Curious Explorer好 奇 尝 鲜 党Value Seeker精 明 女 主 人Beauty Quee
158、n美 容 大 王Passion for life,Social-driven,Appeal-drivenCarpe Diem,Self-pleasing,Hedonistic,Life is about experiencing Personality&View of lifeInterests&culture tribesActive&Proactive,Urban Elite,Love family,Self-healingTrend follower,Try New Things,Fashion and Love BeautySlow Living,Satisfaction&Happin
159、ess,Passionate about savingSimple Life,Love Nature,Health&Wellness,EconomicalMusic,Sports,Culture,ArtCulture,Dance,Sports,MovieGames,Sports,MusicCulture,LifeShoppingSports,Car,Culture6 types of skincare consumers思考3How can Shanhaijins consumer data and our in-depth insights into individual consumer
160、be applied in different media ecosystems?Consumer x Content=?未来高机遇内容RED Consumer x Content:opportunities and thinking of layoutSection fourThe right activation:How to apply the insight in respective media ecosystem?47Consumer x Content=?How can Shanhaijins consumer data and our in-depth insights int
161、o individual consumer be applied in different media ecosystems?Consumer x Brand=?In addition to the crossover of geographical and age distribution,consumers of this year also have different mixes in the choice of brands.For brands with segmented product lines,which group is most valuable?How does th
162、e brand set out its plan?Consumer x Media=?Media equality makes people gather around the top media platforms.How can we effectively seek access to data in different mediaecosystems and further ensure growth,and balance brand awareness and product sales?Source:SHJ 2022 Wave 1(May-July)Base:Women aged
163、 15-49 who have recently purchased skincare products;%represents the percentage of the total audience of this categoryQ:“Brand Purchased/consumed in P1Y”Brand shows a non-normal distribution in 6 skincare consumer types49We find that all brands have their own special distribution in 6 skincare consu
164、mer personas,which means that brand personality is closely related to consumer personality.Brands can anchor key growth groups by analysing their own brand personality.Curious Explorer好 奇 尝 鲜 党15.4%Value Seeker精 明 女 主 人12.4%Practical Buyer大 碗 好 用 族19.2%Beauty Queen美 容 大 王27.7%Life Artist悦 己 生 活 家13.
165、8%Habitual Follower习 惯 信 徒11.5%0-2k2k+5+3-41-2The amount of money spent on skincare products last time(RMB)Number of brands purchased in one monthIndex:246Index:271Note:A brand may belong to different categories of brand trends.with ,circle the brands showing more than once.TOP3 key groups for diffe
166、rent types of brands50Lifestyle brands Noble Lady brands High-efficacybrands Active-for-healthbrands China Chic brands The average price of a single product is more than 1,000 yuanBelong to famous international beauty groupsProvide consumers with luxury experienceClaim natural plant extraction,aroma
167、therapy skincare and other natural health conceptsAdvocate clean beauty,minimalist skincare,environmental protection and other brand philosophiesImprove skin condition through high concentration ingredients and specially formulated formulasWith strong technological strength or dermatology,clinic bac
168、kgroundFocus on solving sensitive,acne problems,restoring skin barrier healthMost are backed by biology lab background or clinical dataSome are traditional Chinese brands based on Chinese skincare concepts such as Chinese prescription and herbal medicinesSome are those that keep up with the trends,a
169、nd benefited from the rise of e-commerce platformLife Artist悦 己 生 活 家Beauty Queen美 容 大 王Curious Explorer好 奇 尝 鲜 党Habitual Follower习 惯 信 徒Life Artist悦 己 生 活 家Beauty Queen美 容 大 王Beauty Queen美 容 大 王Curious Explorer好 奇 尝 鲜 党Value SeekerCurious Explorer好 奇 尝 鲜 党Beauty Queen美 容 大 王Value Seeker精 明 女 主 人Pra
170、ctical Buyer大 碗 好 用 族Value Seeker精 明 女 主 人Curious Explorer好 奇 尝 鲜 党精 明 女 主 人Value SeekerTOP 1TOP 2TOP 3Consumer x Content=?How can Shanhaijins consumer data and our in-depth insights into individual consumer be applied in different media ecosystems?Consumer x Brand=?In addition to the crossover of g
171、eographical and age distribution,consumers of this year also have different mixes in the choice of brands.For brands with segmented product lines,which group is most valuable?How does the brand set out its plan?Consumer x Media=?Media equality makes people gather around the top media platforms.How c
172、an we effectively seek access to data in different mediaecosystems and further ensure growth,and balance brand awareness and product sales?Take Beauty Queen As An ExampleChoose strategic target based on“brand consciousness”and“skincare consumption”Understand the target profiles and interest touchpoi
173、ntsPrecisely capture the target applying to specific platformsSource:Yuntu;Datastory53As for Beauty Queen,we select strategic opportunity groups according to brand awareness and skincare consumption“in Byte Ecology Beauty&Skincare Related Groups in China Top 100 Shared Interests Groups in Ocean Engi
174、neCustomized Labels Related To Beauty QueenCosmetic Ingredient LoversThey not only love beauty,but also like to study for it.They are a group who believe in science to make beauty.Cover range:305,965,861Last updated:2022/10/16Medical Beauty LoversThey pay attention to contents about medical beauty,a
175、nd they are a group who love cosmetics,pets,etc.Cover range:34,353,400Last updated:2022/10/16Fashion TrendsetterThey are a group of trendsetters who are interested in beauty,fashion and dressing,etc.Cover range:315,862,025Last updated:2022/10/16Refined-life Goods LoversThey are a group who love arti
176、cles of daily use,especially refined goodsCover range:398,274,140Last updated:2022/11/3Behavior DefinitionUser behaviors:Effective play,reading,comment,favorites(Top news only),share,likeFrequency:User-defined,over 6 timesPeriod:2022/7/16-2022/8/14Keywords保养护肤沉浸式护肤美容护肤护肤分享高端护肤修复皮肤护肤干货科学护肤护肤好物专业护肤精油脸
177、部护肤改善皮肤深层补水院线护肤皮肤保养芦荟护肤甘油护肤晚间护肤冬季护肤健康护肤精选护肤脸部保养自愈系护肤乳液精华液精华赫莲娜黑绷带hr黑绷带雅诗兰黛娇韵诗娇兰Source:Yuntu;Datastory54Beauty Queens have different content preferences on different platforms,so it is necessary to choose an entry point that is more relevant to the platform,customize the output content,and communicat
178、e effectively with themOutfitUnboxingSneakersHandbagsSkincare TutorialsSkincare TipsMakeup TutorialsProduct ReviewNight ClubTravelPetsLate Night FoodSpecialty CuisineStore ExploringLife VlogCampingFitnessPilates/YogaTennis/BadmintonHikingDancingFrisbee/Flag RugbySkiingSurfingConcertsExhibitionStand-
179、up comedyCraftingDrama/OperaCareer TipsBusiness InsightsFamily EthicsMinor LanguagesLife TipsInterviewsPurchase TipsHome InspectionAuto ScienceExperience ReviewMedical Beauty SuppliesMedical Beauty ClinicsMedical Beauty ReviewsOutfitUnboxingSneakersHandbagsSkincare TutorialsSkincare TipsMakeup Tutor
180、ialsProduct ReviewNight ClubTravelPetsLate Night FoodSpecialty CuisineStore ExploringLife VlogCampingFitnessPilates/YogaTennis/BadmintonHikingDancingFrisbee/Flag RugbySkiingSurfingConcertsExhibitionStand-up comedyCraftingDrama/OperaCareer TipsBusiness InsightsFamily EthicsMinor LanguagesLife TipsInt
181、erviewsPurchase TipsHome InspectionAuto ScienceExperience ReviewMedical Beauty SuppliesMedical Beauty ClinicsMedical Beauty Reviews80900018010%15%20%25%30%35%Source:Yuntu;Datastory55Beauty Queens pay more attention to daily interests such as fitness,pet,concert,etc.on Douyin,wh
182、ile their content labels on Red are more related to lifestyle and female fashion,such as outfit,travel,exhibition,etc.PREFERENCEPENETRATIONContent Preference IndexTGIPenetration of Affinity Content%CONTENTCONTENTSource:Yuntu;DatastoryDifferences in content labels on different platforms:Douying-daily
183、 interests;Red-fashion lifestyle56Daily InterestsFitness,Pets,Concerts/Stand-up,Comedy/Night ClubFashion LifestyleOutfit,Travel,Exhibition/Store Exploring,Pilates/YogaOutfitUnboxingSneakersHandbagsSkincare TutorialsSkincare TipsMakeup TutorialsProduct ReviewNight ClubTravelPetsLate Night FoodSpecial
184、ty CuisineStore ExploringLife VlogCampingFitnessPilates/YogaTennis/BadmintonHikingDancingFrisbee/Flag RugbySkiingSurfingConcertsExhibitionStand-up comedyCraftingDrama/OperaCareer TipsBusiness InsightsFamily EthicsMinor LanguagesLife TipsInterviewsPurchase TipsHome InspectionAuto ScienceExperience Re
185、viewMedical Beauty SuppliesMedical Beauty ClinicsMedical Beauty ReviewsOutfitUnboxingSneakersHandbagsSkincare TutorialsSkincare TipsMakeup TutorialsProduct ReviewNight ClubTravelPetsLate Night FoodSpecialty CuisineStore ExploringLife VlogCampingFitnessPilates/YogaTennis/BadmintonHikingDancingFrisbee
186、/Flag RugbySkiingSurfingConcertsExhibitionStand-up comedyCraftingDrama/OperaCareer TipsBusiness InsightsFamily EthicsMinor LanguagesLife TipsInterviewsPurchase TipsHome InspectionAuto ScienceExperience ReviewMedical Beauty SuppliesMedical Beauty ClinicsMedical Beauty Reviews80900140150160
187、17018010%15%20%25%30%35%PREFERENCEPENETRATIONContent Preference IndexTGIPenetration of Affinity Content%Thank you58WPP Campus 399 Hengfeng RoadShanghai 200070,ChinaEssenceMediacom is GroupMs newest and largest agency,committed to delivering marketing breakthroughs for brands.It has disrupted the old
188、 models across media,creative,innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions.Borne out of two pioneering agencies,EssenceMediacom fuses Essences performance,data,analytics and creative technology DNA with MediaComs scaled multichannel
189、audience planning and strategic media expertise.As part of WPP,the worlds largest marketing communications services group,and GroupM,WPPs consolidated media investment management arm,we have access to the richest data,most robust benchmarks and most advanced capabilities in the market.This helps us
190、provide comprehensive solutions to all marketing challenges.Our breakthrough ambition is underpinned by our commitment to continuous learning.We aim to ensure our people fulfil their potential by investing their whole-person wellbeing,careers and capabilities,which in turn helps grow our clients bus
191、inesses.EssenceMediacom,with 10,000 people across 120 offices in 96 markets,is one of the worlds leading communications specialists,with billings of more than US$21 billion(Source:COMvergence,2021).Its global client roster includes adidas,Coca-Cola(TCCC),Dell,Google,Hasbro,Mars,NBCUniversal,Procter&Gamble,Richemont,Shell,Sony and Uber.