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1、Experts in What Consumers Want and WhyMintel Beauty Personas:Innovation and Opportunitiesin China MarketDefinitionBased on Mintel Trend DriversWellbeingRightsValueIdentityExperiencesSurroundingsTechnologyMulti-dimensional Qualitative ValidationMarket Trend ObservationMarket Trend AnalysisNew Product
2、 Analysis through Mintel GNPDIn-depth Communication with Industrial ExpertsQuantitative Data Survey35 BPC Reports 200+Questionnaires30+Types of Questions36,000 RespondentsExpert/Analyst Insights6 Months Data Validation and Commissioning Screening ConditionsMulti-dimensional Consideration and Data Va
3、lidationSkin IssuesSub-category PreferenceProduct UsageWillingness to PurchaseBrand AwarenessPurchase ChannelsSources of InformationPreference for KOLPreference for Marketing CampaignsGender and AgeMarital StatusFamily StructureOccupation and EducationIncome LevelCity TierHobbies and InterestsAttitu
4、de and PreferencesUsage OccasionsBeauty RoutinesFunctional NeedsEmotional NeedsTrial FactorsReasons for RepurchasingDemographicAttitudes and BehaviorsMarketing CommunicationRich Data Dimensions for In-depth AnalysisBeauty PersonasInnovatorsInnovation Adoption CurveMintel Focuses on Six High-potentia
5、l Beauty PersonasFemaleTier 1 Cities25-39 Years OldMiddle/High IncomeCollege/University DegreeCommon FeaturesThe six beauty personas account for 70%of the overall beauty consumersEarlyAdoptersEarly MajorityLaggardsLateMajority6 China Beauty PersonasHolistic WellbeingFollowersConservative ConsumersFu
6、nctionalistsAggressive ApprenticesBeauty MavensEnthusiastic ExperimentersFemale/Tier 1 cities/High-income/New MomsI am happy to try and experience the latest beauty and personal care products and services.I have my own beauty care ideas and can always choose the most suitable solution.This is my int
7、erests and also my way of loving myself.”“Beauty MavensFemale/Tier 1 and 2 cities/Middle to High IncomeHolistic Wellbeing FollowersFor me,the harmony of body and mind is what allows me to present my most beautiful side.I hope to achieve both inner and outer beauty through skincare products,beauty se
8、rvices,health supplements,and lifestyle adjustments.”“Female/More Than One Child/Professional Skilled PositionFunctionalistsMy busy life requires me to make scientific and efficient purchasing decisions,so I am willing to spend more money to buy the right things.As long as there are convincing reaso
9、ns,I am willing to pay.”“Female/Tier 1 and 2 cities/Middle to High IncomeEnthusiastic ExperimentersI am curious and interested in beauty and personal care products,and I hope to become a beauty expert through constant experimentation.Whether it is medical beauty or skincare products with high concen
10、trations of ingredients,I am willing to try them.”“Female/Male/Older AgeConservative ConsumerI am not very sensitive to my skin condition,and I believe that aging is a natural process.But when the signs of aging become apparent,I am willing to spend money to purchase anti-aging products that have a
11、good reputation among the public.”“Female/Lower-tier Cities/Low Income/Unmarried/StudentApprentice ApprenticesI hope that beauty products can reflect my personality.They dont have to be expensive,but they should be interesting.I often have some minor skin problems,such as acne and dark circles.”“Sum
12、mary and OutlookSummaryMost beauty and personal care consumers are still in the learning and advancement stages,with very few mature consumers.This indirectly reflects the low maturity of the Chinese beauty and personal care market,but with a broad prospect.Brands have huge potential for business gr
13、owth through educating consumers.Brands can focus on specific beauty personas by leveraging their existing customer base to maximize operational efficiency.There is a potential for advancement among different beauty personas within the beauty and personal care vertical categories,especially for Enth
14、usiastic Experimenters and Aggressive Apprentices,who have enormous growth potential in the future;It is necessary to break through the vertical category mindset and enhance the relevance of different categories in order to achieve cross-category success.In addition to providing guidance on advertis
15、ing,more attention can be paid to the lifestyle of the consumer group to guide comprehensive execution.Know more about the Beauty PersonasPlease refer to Mintel China Beauty and Personal Care ReportsSource:Attitudes towards Prestige BPC Products-China-2022Mintel SolutionsMintel GNPDThe definitive so
16、urce to track and analyseglobal product innovation.China ReportThe smartest way to understand globaltrends and what they mean to China.Mintel MarketMarkets sized,segmented and forecasted.Mintel TrendsUnderstand whats new and next in consumer behavior.Platform InsightsExpert-led,premium Intelligence
17、solutions for the industry.Mintel is the expert in what consumers want and why.As the worlds leading market intelligence agency,our analysis of consumers,markets,product innovation and competitive landscapes provides a unique perspective on global and local economies.Since 1972,our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster.Our purpose is to help businesses and people grow.Experts in What Consumers Want and Why