Analysis of skin care product consumer group, analysis of Chinese cosmetics consumer demand

1. From the perspective of the gender of skin care consumers, with the continuous improvement of people's living standards, in today's society, women have gradually become the mainstream group of consumption, and in the process of chasing fashion trends, they have a higher pursuit of quality of life and are more and more concerned about their own needs.

Secondly, the market potential of men's skincare products is huge. Although men rarely use skin care products at present, the sales of men's skin care products have exceeded 10 billion in 2014, an increase of more than three times from the previous one, which shows the huge potential of the men's skin care products market.

Second, from the age analysis of consumers, it can be concluded that the main force of skin care product consumption is concentrated between 20-45 years old, they are familiar with the differences between different skin care products, understand the different functions of various skin care products, so they attach importance to the brand of skin care products, and at the same time have very strict requirements for quality. For young women under the age of 20, most of their skin care products are purchased by their parents, so they are similar to the former in terms of consumption patterns.

According to relevant statistics, consumers in the age group of 20 to 30 years old account for about 40%. Consumers between the ages of 30 and 45 account for 30 percent.

3. From the analysis of the consumer group of skin care products from the consumption level, it can be seen that for middle- and high-income women or men, they are often keen on skin care products of well-known foreign brands, and such skin care products are often of high quality, exquisite packaging and remarkable results. But due to the high cost of such products, the average wage earner.

They can't afford it, so they prefer cost-effective skincare products.

Analysis of skin care product consumers, now whether it is men, women and children, skin care products will be, everyone will use more or less, big and small, will there be any cheapness and cheapness? No matter what kind of skin care products, let the face slim and absorb well, that is the best skin care products, the weather is dry, everyone will use skin care products.

Summary. After discussion and analysis, it can be seen that in the category of cosmetics, consumer demand can be roughly divided into physiological needs and mental needs, which are two aspects of Maslow's "actual demand level", distinguishing the life and fundamental life needs at the bottom of the pyramid and the mental needs of the middle and high-end pursuit of self-abstraction and perfection.

Analysis of consumer demand for cosmetics in China, has become the main force of relative stool consumption of the women's cosmetics market, in the concept of consumption has been greatly different from the past, after research and analysis, it can be seen that in the category of cosmetics, consumer needs can be roughly divided into physiological needs and mental needs, which are Maslow's "demand level reality" of one of the two aspects, to distinguish the life and fundamental life needs that represent the bottom of the pyramid and the pursuit of self-abstract perfection of the mental needs.

Generally speaking, after the fundamental physiological needs are not satisfied, people gradually begin to pursue beauty, the completion of this process has witnessed the transition from the physiological needs to the envy of the socks mental needs, and these changes have also determined that in the category of cosmetics consumption, women's purchasing behavior has gradually shifted from perceptual consumption to rational consumption and this trend is intensifying.