Today’s punk health.
Editor’s note: This article is from WeChat public account “Hua Ying Capital” (ID: MeridianCapital), author Fu Yazhang He Lixin.
How old is the young people in the future? In the thermos cup, when you drink Coke, add Codonopsis, apply the most expensive mask, stay up late… While you are dead and save yourself, it is the “punk health” that more and more young people are practicing.
Oral beauty track development milestone < /p>
From the earliest wife oral liquid to the health care products market that is now blooming, the history of oral beauty development in China since the 1990s has experienced a rise from the rise – development – short-term depression – continuous riseSeveral stages:
The concept of “internal service and beauty” in China began in 1992 with the listing of “Taitai Oral Liquid”
. Since oral beauty products are relatively rare in the Chinese market, they have taken the lead in the industry once they are listed. But at this time, China’s oral beauty trend did not really rise. The direct effect of most product complaints is not beauty, but the banner of conditioning the body.
In 2004, the Japanese brand FANCL brought collagen drinks into the Chinese mainland. Subsequently, the other two Japanese brands Shiseido and DHC’s collagen products quickly followed the Chinese mainland market. Chinese companies followed the Japanese and European and American brands to join the fight: In 2008, Lumi and Yan Ruyu launched oral products; in early 2011, Mare first tried oral beauty products.
The oral beauty market has also experienced a short-lived “satisfaction”. In August 2013, CCTV’s “Focus Interview” once questioned the efficacy of some collagen drinks on the market and disclosed its production costs, which led to the market languishing. In the following year, with the promotion of cross-border shopping, brands such as Swisse and POLA began to enter the eyes of Chinese consumers. The products were more diversified, good in function and driven by KOL, which helped the market to become hot again.
Until today, oral beauty has become one of the top three consumer categories of Chinese people during the 2019 Tmall International 618. According to official data of Tmall International,
The turnover of oral beauty products on the platform increased by 2266% year-on-year.
. Among them, the Japanese brand POLA increased by more than 30 times compared with the same period of last year. The trading volume of the Australian brand Blackmores star product “Nicotinamide” was twice that of the whole month in April. Brands such as Australia Jiabao, Venus recipe and Bechi have also grown tremendously.
02 “Beautiful dreams to eat”:What to eat? Who is eating?
In the following pages, we attempt to analyze market characteristics one by one from the supply (product), demand (crowd), and connection (channel) levels of supply and demand.
From the perspective of supply, the oral beauty market category is increasingly segmented and functionally diverse. In addition to the familiar collagen and grape seeds, caviar, hyaluronic acid, nicotinamide and other categories have entered the consumer’s field of vision, and the proportion of long-tailed products has gradually increased.
Examples of typical examples of oral beauty
How is the product’s efficacy, experience, and ingredients? What are the unique advantages or innovations? This is our main focus when evaluating new products:
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The ease of use and traceability of the product
. Convenience can be reflected in the packaging aspect of the product. For example, in the case that small-package products are increasingly favored by young consumers, the traditional large-capacity packaging is improved into a multi-packaged one-day packaging; on the other hand, It is reflected in the product selection level, for example, the improvement of various products classified by function into comprehensive products required by age and customization. -
The novelty of the product’s taste and experience
. On the one hand, the lifestyle of existing products can be changed by the lifestyles that young people like, and the trend of snacking is increasingly sought after, such as chewing and inhaling instead of single agent swallowing; on the other hand, it can be designed from trendy designs and The IP image packaging brings the distance of young people closer. -
The cross-border nature of product concepts and the innovation of ingredients
. The constituent party cultivated by the beauty products is the core consumer group of beauty and health care products, so the composition of the beauty products is also applicable. In addition, the concept of anti-sugar, anti-off, etc., which is hot in the medical field, is also popular in the field of beauty and health products. In summary, we are more concerned about the main push of certain core components, occupying consumers’ mind products with high-quality raw materials, reliable origin and reasonable price.
A list of search terms for oral beauty related functions
Corresponding to product innovation and diversification, consumers’ demands for oral beauty are becoming more differentiated. According to CBNDate’s consumption big data, there are certain search volumes on the online whitening, anti-aging, hydrating and anti-off function related to oral beauty. This is the four main appeals of consumers, among which the number of people who care about whitening and anti-aging is the most.
Due to different skin conditions and different nursing goals, oral beauty products are distributed according to demand at different ages. In summary, the three major oral beauty needs to be thinner, whiter and more elastic.
Oral beauty appeals at different ages
Return to the crowd itself, there is no doubt that women are the main force of oral beauty, and the proportion has increased year by year; after 90/95, the proportion of consumers in oral beauty has been expanding, and the proportion in recent years has exceeded Half of the population in low-level cities is slowly rising, but the first and second lines are still the main consumers.
Intergenerational & Urban Distribution of Oral Beauty Crowd
03 channels? Marketing? Touch the right way to open new consumers
In terms of channels, the sales channels of domestic beauty and health products are mainly pharmacies. In addition, direct sales, shopping malls/supermarkets, e-commerce, etc. are also important channels;
. Oral beauty products online classes to become a leader in the beauty category phenomenal category. In addition, most of the high-profile brands on the market come from overseas, which has created a strong demand for purchasing and Haitao. However, under the new e-commerce law, channels such as purchasing are subject to certain restrictions.
Compared with the hot sales of online channels, offline sales of other specialty stores are not satisfactory except for the sales of oral products such as Watsons and Wanning. In addition, since oral beauty products still belong to the business scope of food and health products, it is easier to sell in system chain stores such as high-end supermarkets and pharmacies in the early days, but for the stores of traditional CS channels and some e-commerce channels, is the store With phaseThe sales qualification should be investigated.
Distribution of sales channels for beauty and health products< /p>
At the same time, at the level of marketing communication, the oral beauty track is an industry that is greatly influenced by advertising, grass growing, KOL/KOC, etc. We focus on the brand’s three “storage” capabilities:
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Content communication ability combined with serious science and popular content
. Compared with the conspicuous purchase psychology of general merchandise, the purchase of beauty care products presents the anxiety of the user’s active entry into the pit. Young consumers, out of their age, their daily “death” and anxiety in their own cases, often spontaneously seek out the corresponding products for remediation. They believe in professional explanations and real recommendations from friends. Therefore, it is possible to establish professional cognition in the minds of consumers through serious science and then deepen consumer understanding and transformation through popular content. -
Good at fine-grained management and traffic management capabilities for private domain traffic
. Compared with the bloggers of general merchandise and the psychology of paying for the beans, the consumers of medical beauty products are more trusted by friends. Therefore, we are optimistic about projects that achieve high ROI conversion in the initial stage of 0 to 1 by having a core traffic pool and enabling traffic to be refined. -
Brand building capacity with positive values and worldview
. From an investment perspective, we are more concerned about the long-term brand building capabilities. Therefore, the values and worldview advocated and transmitted by the product itself are particularly important. Only from the perspective of consumers, constantly increasing the added value of the brand and truly building the core competitive barriers, the brand vitality can last for a long time.
Z-generation health care and grass-seeking methods and purchase channel preferences
Note: The data was generated through questionnaire survey, and more than 207 valid questionnaires were collected from the post-95 population.
The questionnaire survey conducted by our people in the Z era also provesFrom the above point of view; as one of the main force of health consumption (including oral beauty) and the future strong growth potential people, their purchasing habits are especially worthy of brand attention.
From the perspective of grass-planting preferences, the Z-generations believe in the recommendation of friends when they choose health care products. The short video and live seeding methods are generally reflected in the field of health care products; Most of the generations are still buying from Taobao Tmall when purchasing health care products (this is related to many overseas brands opening a direct store in Tmall). Due to their professional image and convenient consultation, offline stores are also the focus of Z-sales into health care products. channel.
04 Imported reliable, domestically dependent? Not
First look at international trends
. CBinsights in a report
Will
The three key words for the development of the beauty industry in 2018 are: health, inclusion and big companies – in the global consumer sector, the distance between “health” and “beauty” is getting closer.
. “Health” has become the key word for more and more beauty brands, and the beauty and beauty concept supplements are emerging one after another. Sefluran, Nordstrom and other beauty retailers have also put on oral beauty products. New tonic brands are also on the rise. In the US oral beauty market, for example, the health products brands HUM, The Nue Co, Moor Juice and Vital Proteins. Founded in 2012, HUM has raised $7.5 million in vitamin beauty and has been on the shelves in Sephora and Nordstrom; the latter three have also raised $150,000-$19 million respectively.
A list of some players in the Chinese oral beauty market
Among the domestic players in the oral beauty market, international brands are most representative of POLA, Fancl, HABA and SWISSE. By the end of 2018, the sales of the POLA brand was 150.183 billion yen (about RMB 9.311 billion), up 4.3% year-on-year, while the growth rate of the brand in 2017 was 24%; the sales of FANCL cosmetics business reached 71.599 billion yen (equivalent to RMB). About 4.434 billion), an increase of 8.4% year-on-year; since the acquisition in 2015, the Australian health care product brand Swisse has been the “engine” for the growth of the performance of the Jianhe Group. The 2018 performance report of the Jianhe Group shows that adult nutrition represented by Swisse And the income from nursing products business was 4.24 billion yuan, a year-on-year increase of 24.3.%. According to the brand official, China is currently becoming the largest market for Swisse and will continue to raise.
There are domestic large-scale mature enterprises such as Marumi, and there is room for emerging brands that have been born in the past one or two years, such as the basics, the present, and the mystery.
. According to the prospectus, from 2016 to 2018, the revenue of Marumei shares, which is mainly based on collagen oral liquid, was 1.208 billion yuan, 1.353 billion yuan, 1.576 billion yuan; net profit was 232 million yuan, 312 million yuan, 412 million yuan respectively. yuan.
The representative products are probiotics fruit and vegetable fermented beverage products and collagen bars. The probiotics fruit and vegetable fermented beverage products are launched from the Spring Festival this year. The double-month repurchase rate is close to 40%; today’s collagen Peptide enzymes and low-calorie meal replacement meal focus on Asian women’s skin and body anti-aging maintenance, as of June this year, this year’s annual revenue of more than 70 million yuan; such as the mystery matcha collagen peptide powder in 2018 It sold 50,000 copies a year; there is still a lot of growth potential in the future.
Conclusion
At the age of 20, when the younger generation of anti-aging is growing and the health trend of food and beverage tracks is becoming more and more significant, we believe that the growth of the oral beauty market will continue for some time.
Under time, the continuous innovation of products, the ability to have positive values and world outlook, and fine-grained operations can support this beautiful business that can be eaten for a long time.