Men's beauty products, the last dinner in the beauty industry

status quo

After more than ten years of cultivation and development, the beauty market has reached a total value of RMB 168 billion in 2002. The brand-based competition pattern has been formed, and it has become a mature and comprehensive enterprise integrating industrialization, marketization and internationalization. Sex industry. The maturity of the market has led to some difficulties in the competition of some existing cosmetics companies or beauty salons, and the risk factor of new brand listings has increased. It has also set a threshold for some new investors engaged in beauty cosmetics business, a little careless. It is possible to incur a loss.

Obviously, in the current situation of similar marketing methods and high homogeneity of products, if the general investors rush into the beauty industry, the chances of winning are less and less. However, similar to the law of development of all things, the entire cosmetics market is not a piece of iron, and there will always be new hot spots or growth points in the market. Although the beauty and cosmetic market is becoming increasingly saturated, this phenomenon is limited to the female market. Contrary to this, the current domestic men's cosmetics market is like a baby in the nascent stage. On the one hand, many well-known foreign brands such as Estee Lauder, Shiseido, L'Oreal, Procter & Gamble, etc. have not fully landed in the Chinese market. On the other hand, domestic professional men There are very few brands, so no leading brands have appeared so far, and men's professional beauty salons or counters for men to buy and consume are even rare.

According to the survey, 60% of men in urban areas use cosmetics every day, and 90% of women think that men should use their own professional cosmetics, but because the current real men's professional cosmetics on the market are only cologne and shaving cream. Men often use women's or unisex cosmetics, which are highly subdivided in the market and brand differentiation is obviously out of date. Gender differences, different skin properties, different social concepts and aesthetics determine that male cosmetics should be different from women's cosmetics in terms of function, packaging, and promotion, such as: refreshing, non-greasy, easy to absorb, and elegant. And the functionality and personalization that takes into account the needs of modern men.

Therefore, in the field of cosmetics with fierce competition in various domestic business formats, men's cosmetics will bring new development space for manufacturers and investors. And men's beauty as a huge gold mine to be excavated, this is the perfect time to cut into.

opportunity

First of all, the change in male beauty concept determines the market prospects are vast. Ten years ago, domestic women's beauty awareness awakened, and some women boldly entered the few beauty salons at that time to receive skin care. At the same time, a group of forward-thinking pioneers have entered the beauty industry to set up factories, just a few years

Created a large number of millionaires. Today, ten years later, high-speed economic growth has spawned a large number of male white-collar workers and gold collars in the city. As a new yuppie in the 21st century, their beauty consciousness began to sprout. Their self-aesthetic standards for the new era are gradually changing, and the standards of decent, graceful, and personalized have replaced the strong, burly and powerful forces that have remained unchanged in the past. In fact, men's ability to understand the trend of clothing and beauty culture is not worse than that of women. The unique ability to understand color is not to be underestimated. The more successful a man is, the more he pays attention to his face and image. And compared to women, men are more loyal to brands and less sensitive to price. According to the Xinhua News Agency, Shanghai men who are paying more and more attention to their own image modification have spent more than 200 million yuan on beauty in one year and are growing at a rate of 20% per year. In addition, according to a survey two years ago, the average attention of men in cosmetics in big cities (Beijing, Shanghai, Guangzhou, Wuhan, Chongqing, Xi'an, Shenyang) increased from 27.8% in 1999 to 29.3% in 2001. , increased by 1.5%, although the magnitude is small, but shows an upward trend. This shows that men's attention to cosmetics is gradually increasing year by year.

Therefore, as a new concept or a new form of life, male beauty must be hidden behind a vast market that needs to be developed.