1、HAIRCARE INDUSTRY BAIDU SEARCH REPORT BAIDU IMS 百度整合营销策略部 2016 - 2017 FOREWORD DATA SOURCE: BAIDU SEARCH VOLUME OF KEY WORDS TIME PERIOD: 2015.03-2017.02 YOY GR: 2016.03-2017.02 vs. 2015.03-2016.02 Category YOY growth rate 21% Mobile Share 94% % Average 89% 4Numbers about Hair Care Daily Search 2.2

2、MIL Mobile growth rate 40% Data Source: Baidu PV 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 10000000 20000000 30000000 40000000 50000000 60000000 70000000 80000000 90000000 100000000 PCMobMob% % Growth of last 12 months: 21% (most came from mobile , especially with hair style). 89% search traffic

3、 came from mobile (highest checked in 2017, 94% ). Search Peak Period: Spring festival (hair style) & Summer (hair problem). Hair Care Industry Search Trend The coming report covers Hair Style 49% Hair Problem 26% Hair Dress 11% Brand 7% Generic Product 7% 560 brands 46 products 10 ways 34 problems

4、90 hair styles Other hair problems 32% Hair loss related 59% White hair 9% Hair Problem There are 3 parts of hair problem. +340%+340% Smooth 柔顺 +125%+125% Fluffy 蓬松 +257%257% Glossy 光泽 Top 3 problems: Dandruff, dry and oily. Top 3 rising problems: Smooth, glossy and fluffy(within top12). Function se

5、arch showed the similar trend with problem search. Other hair problems contain 头屑 Dandruff 21% 干燥 Dry 18% 出油 Oily 16% 痒 Itchy 7% 柔顺 Smooth 6% 痘痘&疙瘩 Pimple 6% 头皮皮肤病 Scalp disease 6% 发质问题 Hair Quality 5% 蓬松 Fluffy 4% 分叉 Split 4% 头发发黄 yellow hair 2% 头发光泽 gloss 2% 头发光泽 others 3% Jan-00 Jul-47 Feb-95 Sep

6、-42 Apr-90 Nov-37 Jun-85 Jan-33 头屑 Dandruff 干燥 Dry 出油 Oily 痒 Itchy 柔顺 Smooth Explosion of search on dandruff & oily problems appeared in each winter. Pursuit of smooth hair became more and more important. Seasonality & Top 5 Hair Problem 0 2000000 4000000 6000000 8000000 10000000 12000000 脱发&头发少 Hai

7、r Loss植发/织发/补发 hair Transplant生发 Hair Growth Hair Loss & Seasonality Explosion of hair loss related problems appeared in autumn (Aug.-Oct.) Hair transplant related search showed a rapid growth last half year. 8%8% 12% 20% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 5000000 10000000 15000000 20

8、000000 25000000 30000000 35000000 40000000 45000000 +88%+88% Hair wash 洗发产品 Hair dye 染发产品 Hair care 护发产品 Wig 假发 Hair keeper 定型产品 Hair dress tool美发工具 Top Searched Product Hair wash product was most searched. Search on hair dye product grew rapidly, ranking the 2nd. ProductIWOMUsagePurchase&PriceNegat

9、iveOthers 38% 35% 14% 4%2% 3% +15% +53% +17% +30% +1%-12% Generic Product Search Content 自制黑发染发剂 假发 卷发器 洗发水 染发剂 洗发水品牌排行榜 染发剂哪个牌子好 洗发水什么牌子好 发膜和护发素的区别 什么洗发水好用 护发素的正确用法 发膜的使用方法 护发精油的使用方法 发蜡怎么用 孕妇可以用护发素吗 假发专卖店 假发多少钱 洗发水价格 发胶多少钱一瓶 卷发器多少钱 戴假发的危害 染发剂的危害 植物染发剂真的无害吗 发胶对头发有伤害 啫喱水的危害 Users cared more and more

10、about product IWOM, especially for brand ranking, brand choice, and product difference. Nationality Of Product +27%+27% +3%+3% - -8%8% +29%+29% Chinese local , French and Japanese brands kept high growth, while Korean brands decreased. 46%46% +3%+3% - -11%11% -10% 0% 10% 20% 30% 40% 50% 0 10000000 2

11、0000000 30000000 40000000 50000000 60000000 70000000 80000000 DyePermGeneric hair dress StraightenExtensionSmoothen 染发烫发美发通用拉直接发柔顺 Hair Dress Way +41%+41% +21%+21% Dye & Perm gained high attention and rapid growth. 54% 52% 101% 34% 3% 16% -42% 39% -29% 478% -100% 0% 100% 200% 300% 400% 500% 600% 0 2

12、000000 4000000 6000000 8000000 0000000 2000000 LinenBrownChestnutClaretBlackGranny Coffee Purple Dull cyan Chocolate 亚麻色奶奶灰闷青色棕色栗色黑色巧克力色紫色咖啡色酒红色 Hair Dye- Top Searched Color Light colors exceeded traditional dark colors, becoming the top3. New trending colors: Dull cyan & Chocolate. +6319%+6319% Hal

13、f bun 半丸子头 Top Searched Hairstyle Short hair remained the top1 hairstyle. Celebrities led the new hairstyle trend: Half bun. Top1 1 Growth Hairstyle 49% 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 杨 幂宋 慧 乔孙 俪刘 诗 诗高 圆 圆权 志 龙鹿 晗高 俊 熙郑 爽王 子 文 #1 王子文 +66840%+66840% #2 刘涛 +1116%+1116% #

14、3 宋慧乔 +562%+562% #4 周冬雨 +491%+491% #5 刘诗诗 +364%+364% Celebrity Hairstyle Stars who made the hairstyle trend most came from hot drama or movie. Most female stars on the list made short hairstyle in 2016. Trend 1Top5 5 Growth Hairstyle Trend 2 Consumers are more likely to pursue fashionable and indivi

15、dualized colors. +32944%+32944%+7% % LOreal Dyes +502%+502% Top Growth Dye Product Top Growth New Color Top Growth Product Hair Dyes +88%+88% Dye 种植头发多少钱 种头发 种头发多少钱 头发种植 种头发的危害 种植头发视频 种植头发 种头发是怎么种的 头发可以种植吗 种头发费用 Trend 3 Hair Transplant +114%114% Platycladus 侧柏叶+697%+697% Ginger 姜+115%+115

16、% Trend 4 Traditional Chinese Medicine Vinegar 醋+429%+429% 醋泡黑豆治白发做法 头发干枯用醋洗 用醋洗头的好处 生姜擦头皮能生发吗 蜗蜗纯姜洗发水 生姜洗发水哪个好 侧柏叶生发 侧柏叶洗头发 侧柏叶生发方法 Take-away Mobile trend：94% Peak seasons：Spring festival & Summer Top 3 problems: Dandruff, dry, oily Top 3 rising problems: Smooth, glossy, fluffy Consumers care much more about product IWOM Ingredient：Chinese herbal medicine Hair dress：Dye Dye colors: Light, fashionable and individualized. Top 3: Linen, Granny, Dull Cyan Hair style：Short hair, half bun Celebrity hair style: Most came from hot drama or movie THANK YOU