Under the bombardment of no silicone oil, consumers are more rational, and young people's hair care is "conservative"
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|Author: Wang Lei source: Yangcheng Metro news April 11, 2017 visit: 1160
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Spring wind blowing hair, spring wind has arrived, your hair ready? Recently, at the China international cosmetics personal and home care products raw materials exhibition, Yingmin research data shows that in 2016, the retail sales of hair washing and care market reached 40.4 billion yuan, an increase of 4.9% year on year. The growth of hair washing and hair care market mainly comes from consumption upgrading. The younger generation is the main force driving consumption upgrading. What kind of washing products do you like? See how young people choose.
Want to clean and soft, also want to nourish and moisten, what's more terrible is that our little friends want to put these functions on their own shampoo and hair care products. If you ask what is the most popular concept in the field of hair washing and care, I'm afraid it's not without silicone oil. In 2014, Ziyuan was born in the sky. With the differentiated product of silicone free shampoo, a whirlwind was quickly set off. The wind was everywhere without silicone oil. Subsequently, regardless of the time sequence, the hair care brands under the international daily chemical giants such as L'Oreal, P & G, Unilever, Henkel, Shiseido, etc. have all made a contribution to the field of silicone free. After no silicone oil, is there any new shampoo and conditioner that can bring new waves? Perhaps young people want more "conservative" maintenance function for new products with gimmicks.
Under the bombing without silicone oil
Consumers are more rational
Consumers need to understand the concept of "no silicone oil" before judging whether it has any effect or not. Compared with non silicone oil, silicone oil wash hair care products came from P & G in 1986. The reason why silicone oil is added is that it can fill the gap between hair scales to achieve the effect of "softness". This is also a long-standing consumer demand for hair care products. The concept of non silicone oil originated from Japan. More brands are taking the non silicon oil "free ride" which is fried by Ziyuan.
"In China, the position of non silicone oil washing products is really awkward." Compared with Japan, the birthplace of non silicone oil products, China's market share of non silicone oil washing and maintenance is limited, said Ivan Yi, an analyst with star chart data. According to statistics, as of 2014, nearly 60% of Japanese recognized the concept of "no silicone oil" washing and care, and the market share of no silicone oil washing and care products in Japan accounted for about 30%. According to the statistics of China's online shampoo market from January 2015 to March 2016 based on the star chart data, the proportion of silicone free shampoo is only 9.3%, and the maximum monthly proportion in this period is close to 15%, indicating that consumers do not have enough understanding of silicone free products, and in most cases, they only consume because of the concept hot speculation and promotion benefits.
Cleaning is the foundation
Restore to top priority
Shampoo brand is at the forefront of fashion, not only because the products are related to people's appearance, but also because of the promotion of shampoo products. But the data shows that the more young people in the front line of fashion, the more they don't buy "routine" now. According to the monitoring of star chart data, more rational consumers are more interested in the traditional concept of washing and care, and functional products such as softness and dandruff, which have been the main selling points of washing and care products, still maintain strong vitality. Some data show that the products of dandruff removal and deep cleaning have gone down slightly since 2016, while the products of softness and oil control have maintained a relatively stable monthly sales share from 2015 to March 2016, "it can be seen that the basic and most grounded health needs will never be out of date." Industry insiders said.
It is worth noting that although the overall proportion of repair products is relatively small, it has maintained a small growth from January last year to March this year.
This is largely because with the improvement of consumption level, consumers pay more attention to hair modeling, which is bound to work on hair care and repair after damage.
Efficacy and word of mouth form a closed loop
In terms of brand factors, when young people purchase personal care products, 46% of them will buy from familiar brands; 44% of them will sometimes try new brands; 10% of them do not have fixed brands. Compared with brands, young consumers pay more attention to efficacy and word-of-mouth, but only when there is efficacy can there be word-of-mouth. Statistics show that in China, in 2016, the top five new products in the hair care market claimed to be plants / herbs, moistening / moisturizing, damaged hair quality, brightening / brightening and lasting. In the Korean market, the top five claims are moisturizing / moisturizing, plants / herbs, damaged hair quality, brightening / brightening, and replacement clothing.
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