High end washing and care CS channel survey: 400ml is the most popular, no silicone oil, plant herbs, essential oil addition, amino acid formula "four selling points" high heat
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|Author: Peng Shi, Zhang Huiyuan source: cosmetics Finance Online 2016-11-08 visit: 1086
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After consumption upgrading, what's CS channel's "perception" of high-end care?
CBO reporter Peng Shi, Zhang Huiyuan, how is the high-end washing and care performance in CS channel? Which brands are popular? Which "selling points" are favored by consumers? A few days ago, the reporter of cosmetics Finance Online (wechat: wwwcbocn) visited 54 cosmetics stores in Anhui, Shandong, Guangdong and Shaanxi provinces with direct business scale ranging from 1 to 50, collected the data of high-end hair washing and care in the store, and explored the current situation of high-end washing and care in CS channel.
400ml is the most popular, and the price range of 50-100 yuan is the Red Sea competition
In the cosmetics shops visited by the reporter this time, there are high-end washing and care products on sale. Data shows that 33% of the cosmetics stores visited this time have 1-3 high-end washing and care brands on sale; 29% of the stores have 4-7 high-end washing and care brands on sale; 24% of the stores have 8-10 brands on sale; only 14% of the stores have more than 10 high-end washing and care brands on sale, which will layout high-end washing and care product lines according to the product characteristics of different brands.
So, in the eyes of these stores, what kind of products can be called high-end washing products? According to the survey, 36% of the stores think that high-end washing and care is better quality and better use experience than public washing and care; 25% of the stores think that the products with more targeted formula and concentrated selling points are high-end washing and care; 15% of the stores think that the retail price below 1200 milliliter is more than 30 yuan, which is high-end washing and care; 13% of the stores think that washing and care are separated and have high-quality products The products with high quality and original concept type can be called high-end washing and care; 11% of the stores think that the products with novel packaging material and structure, and the audiences mainly pursuing high-quality life are high-end washing and care.
Which capacity washing and care products are most acceptable to consumers in the store? According to the data, the most popular medium-sized shampoo is 400ml, accounting for 59%; the next is the model of 600-800ml, accounting for 32%; while the small packaging of 200ml and the family clothing of 1l or more are not favored by consumers at the same time, accounting for 5% and 4% respectively.
In terms of price, how many high-end washing and care products do consumers prefer? Data shows that the mid tier price of 50-80 yuan is the most popular, accounting for 50%. Secondly, the price of 80-100 yuan is also favored by consumers, accounting for 29%. While the price of 30-50 yuan is low, but consumers do not buy it, accounting for only 12%; the price of 100-200 yuan accounts for 9%. It is not difficult to see from the survey data that domestic consumers are still in the trial stage for high-end washing and care products. On the one hand, consumers abandon the price range of 30-50 yuan which is similar to the price of open shelf cleaning and protection. On the other hand, due to the universality of consumption strength and the imperfection of brand education, the acceptance of cleaning and protection products above 100 yuan is not high. For the high-end washing and care brands at this stage, the price range of 50-100 yuan is the red sea of competition.
No silicone oil, plant herbs, essential oil addition and amino acid formula are the "four selling points", and Ziyuan's sales volume grows fastest
For most cosmetics franchise stores, the sales of high-end shampoo and hair care account for less than 10% of the total store sales. According to the data, 69% of the cosmetics shops visited accounted for less than 10% of the total sales of high-end shampoo and conditioner; 16% of the shops accounted for 10-15%; only 15% of the cosmetics shops accounted for more than 15% of the total sales of high-end shampoo and conditioner. It can be seen that the penetration of high-end washing and care in CS channel is slightly insufficient, and most cosmetics stores have not yet taken such products as the main products in the store.
At present, what are the selling points of high-end washing and care brands that consumers like? According to the data, "no silicone oil" is more popular with consumers, accounting for 40%. At the same time, "plant herbs" accounted for 18%, the "essential oil addition" accounted for 16%, and the "amino acid formula" accounted for 13%. The above four hot selling points accounted for 87%, while the others, such as "oil control and anti stripping", "hyaluronic acid", "no addition" and "lasting fragrance" accounted for 6%, 3% and 2% respectively.
From the perspective of consumer choice, the market cultivation of the concept of "silicon free oil" tends to mature and is being loved by consumers. Another set of data can also verify this point. According to the data, in the survey of high-end washing and care brands with the fastest growth in sales, Ziyuan, Schwarzkopf and shuizhimi ranked in the top three. It is worth noting that Ziyuan, which is mainly "silicon free", ranks first with a ratio of more than 80% higher than that of Schwarzkopf, the second place. During the visit, many stores said that Ziyuan's natural buyback rate was high.
81% of the stores do not introduce new brands temporarily, and the support of movable marketing materials and professional Ba training are "top priority"
Most cosmetics stores are still waiting to see the improvement of the high-end washing and care product line. According to the data, only 19% of the cosmetics stores visited had plans to introduce new high-end washing and care brands in the near future; 81% of the stores said they had no plans to introduce new brands in the near future.
If it is introduced, what are the characteristics of high-end washing and care brands that store owners value? Data shows that brand advertising strength, popularity, product quality and manufacturer strength are most valued by stores, accounting for 30% of both. Secondly, the promotion intensity and profit margin are also listed as the requirements for selection, accounting for 21%. At the same time, product functions and selling points accounted for 13%, while the strength of local agents and customer turnover accounted for 4% and 2% respectively.
As Ba, what are the difficulties in recommending high-end washing and care to consumers? According to the data, the main reason is that the stores generally reflect that the promotional materials are not enough and the sales are not attractive, accounting for 35%; the use experience, effect and price are not in direct proportion accounting for 26%; while the lack of training and the lack of awareness of high-end cleaning and care by the staff account for 22%. The price is too expensive, accounting for only 17%. It can be seen that high price is not the "threshold" that stores encounter in selling high-end washing and care products. Brands, channels and stores should work together. The support of increased code movable marketing materials and professional training of Ba are the "top priority".
At this stage, how are cosmetics stores selling high-end washing and care products? Data shows that in terms of promotion methods, discount and buy give are the main means adopted by stores, of which discount accounts for 48% and buy give 38%. While POP advertising accounts for only 6% of stores, 4% of stores are bundled with other products, and 4% of stores are associated with other products. Manufacturers or agents organize roadshows and other large-scale activities.
Participating journalists: Peng Shi, Zhang Huiyuan, Hou Huanhuan, Wu Sixin, Zhou Yao, Li Wenbo