Since 1992, Jahwa has launched the men's skin care brand of Goff, the men's skin care market in China , which has gone through 18 spring and autumn, and has gone through three stages. From 1992 to 2002, it was a silent stage, 2002. In 2012, Biotherm men entered China, and in 2007, it was a long incubation period. In 2007, L'Oreal men entered China. In the same year, Lancome men and Nivea men's strength made men's skincare detonate. In the next three years, men's skin care The rapid growth stage is also the stage for men's skin care to enter the hegemony. After that, it will be the stable period of the market, and the world has already been set.
Who to sell? Men's skin care purchase crowd
Who is buying men's skin care products?
This is a problem that any company wishing to enter the men's skin care brand market will consider. At the same time, it is also the biggest misunderstanding. There are two general views. One is: mainly when women buy their own skin care products, they bring them to men. The second thing is that with the improvement of living standards, many men began to pay attention to the details of life. They used to use skin care products before, but now they are using them.
According to the end-user statistics of MENSPLUS from 2004 to 2009, before 2007, the proportion of women's purchases was about 60%. At that time, most men's skin care products were purchased by women. But this data has been in 2009. Very different, MENSPLUS Guangzhou Tianhe City Wanning counters, statistics from January 1, 2009 to August 31, 2009, 89% of the buyers are male.
Second, according to the end-user statistics of MENSPLUS from 2004 to 2008, the proportion of men over 33 years old purchased has dropped sharply year by year. The proportion of young people buying from 23 to 28 years old is growing sharply.
The conclusion of the above data, we can easily interpret, before the men's skin care market is not formed, the purchaser is mainly for the women's joint purchase. The market for women's gift purchases for men is actually not high, just because men themselves The proportion of purchases was lower at that time. Therefore, the proportion of women who appeared to appear was higher. With the gradual formation of men’s own purchases, the proportion of women’s purchases for men was naturally reduced. Secondly, the development of men’s skin care habits did not We imagined it as easy. The MENSPLUS data shows that high-income people over the age of 35 are just the top of the pyramid of the men's skin care market, with limited capacity and market growth, from the growing young generation. They don't need education, they are growing up. Skin care habits are already an indispensable part. It is the daily needs of life. As more young people grow up, men's skin care cakes continue to grow. When the 85th from campus to society, the market for men's skin care has taken shape. .
Driving high-end cars, golfing high-income people, perhaps a part of the men's skin care crowd, but the market's pyramid tip, has never been the biggest piece of cake.
When L'Oreal men launched a cleansing milk of 39 yuan, when the packaging of L'Oreal men became colorful, we know that the spring of men's skin care has come. The main consumer group is the younger generation with a large consumption base and a huge consumption base.
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