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How the cosmeceutical industry finds market opportunities through consumer research

2024-07-18 08:59:20 来源：尚普咨询浏览量：0

药妆是指具有药物性质的化妆品，是化妆品市场的一个细分领域，近年来在中国市场受到越来越多消费者的青睐。药妆品一般由化妆品和药品两部分组成，化妆品部分主要起到美容、保湿、防晒等基本功能，药品部分则主要起到治疗、修复、抗敏、抗衰等特殊功能。药妆品的特点是安全、有效、专业，适合敏感肌、问题肌、痘肌等特殊肤质的消费者使用，也适合对化妆品成分和功效有较高要求的消费者使用。

药妆行业的发展历程

药妆的概念最早由美国著名的皮肤病资深学者AlbertKligman教授于1970年代提出，被称为功能性化妆品，由化妆品及药品二词结合而成，意思是具有药物性质的化妆品。药妆的发展经历了以下几个阶段：

- 第一阶段：药妆的诞生和发展主要在欧美国家，以法国为代表。法国是药妆的发源地，也是药妆的最大生产国和消费国。法国的药妆品牌有薇姿、雅漾、理肤泉、欧缇丽等，这些品牌都有自己的实验室和专业的皮肤科医生团队，与药店和医院有紧密的合作关系，产品的研发、生产、销售都受到严格的监管和认证，因此在消费者心中树立了高品质、高效果、高信任的形象。

- 第二阶段：药妆的概念和产品逐渐传播到亚洲国家，以日本为代表。日本是亚洲药妆的领导者，也是全球药妆的重要市场。日本是唯一一个在法律层面上对药妆有明确定义的国家，将药妆分为医药部外品和化妆品两类，分别受到不同的管理规定。日本的药妆品牌有资生堂、花王、高丝、肌肤之钥等，这些品牌都有着悠久的历史和深厚的技术积累，产品的研发、生产、销售都遵循严格的标准和流程，因此在消费者心中树立了高科技、高安全、高专业的形象。

- 第三阶段：药妆的概念和产品开始进入中国市场，以本土品牌为代表。中国是药妆的后起之秀，也是药妆的潜力市场。中国没有对药妆有官方的定义和分类，一般将药妆视为特殊用途化妆品的一种，受到化妆品卫生监督条例的管理。中国的药妆品牌有云南白药、片仔癀、贝泰妮、玉泽等，这些品牌都有着自己的特色和优势，产品的研发、生产、销售都注重创新和差异化，因此在消费者心中树立了高性价比、高适应性、高个性的形象。

药妆行业的发展现状

药妆行业是化妆品市场的一个细分领域，近年来在中国市场受到越来越多消费者的青睐。2019年中国药妆市场规模达到了800亿元，同比增长15.9%，占化妆品市场的6.5%。2020年受到新冠疫情的影响，药妆市场增速放缓，但仍然保持了9.8%的增长，市场规模达到了878亿元，占化妆品市场的7.1%。预计到2025年，中国药妆市场规模将突破1300亿元，占化妆品市场的8.5%。

药妆行业的竞争格局

药妆行业的竞争格局主要由以下几类企业构成：

- 国际品牌：主要来自欧美和日本，具有较强的品牌影响力、技术实力和渠道优势，占据了药妆市场的较大份额。代表品牌有薇姿、雅漾、理肤泉、欧缇丽、资生堂、花王、高丝、肌肤之钥等。

- 本土品牌：主要来自中国，具有较高的性价比、适应性和创新力，近年来在药妆市场上崛起，不断夺取市场份额。代表品牌有云南白药、片仔癀、贝泰妮、玉泽、敷尔佳、HomefacialPro、润百颜等。

- 跨界品牌：主要来自其他行业，如医药、保健、日化等，利用自身的资源和优势，进入药妆市场，开拓新的增长点。代表品牌有汤臣倍健、完美、百雀羚、施华蔻等。

- 新兴品牌：主要来自互联网、社交媒体、电商平台等，利用新的渠道和模式，打造药妆品牌，吸引年轻消费者。代表品牌有Dr.Jart+、Curel、HadaLabo、Purito等。

药妆行业的竞争格局呈现出以下特点：

- 品牌众多，竞争激烈。药妆行业的参与者越来越多，品牌的数量和类型越来越多样，竞争的程度和范围越来越广泛。药妆品牌之间不仅要竞争产品的质量、效果、价格等，还要竞争品牌的知名度、形象、口碑等。

- 市场细分，消费多元。药妆行业的市场细分程度越来越高，消费者的需求和偏好越来越多元。药妆品牌不仅要满足消费者的基本功能需求，还要满足消费者的个性化、差异化、情感化等需求。

- 创新驱动，变革持续。药妆行业的创新驱动力越来越强，变革的速度和幅度越来越大。药妆品牌不仅要在产品的研发、生产、销售等方面进行创新，还要在市场的定位、战略、渠道、营销等方面进行创新。

消费者需求的分析

消费者需求是药妆行业的核心驱动力，也是药妆企业的重要参考依据。消费者需求的分析主要包括以下几个方面：

- 消费者的特征：包括消费者的年龄、性别、收入、教育、职业、地域、文化等基本属性，以及消费者的肤质、肌肤问题、美容目标、化妆习惯等特殊属性。这些特征可以帮助药妆企业了解消费者的基本情况和差异化需求，以及消费者的潜在市场规模和价值。

- 消费者的动机：包括消费者购买药妆的主要原因、目的、期望、愿望等。这些动机可以帮助药妆企业了解消费者的核心需求和关键点，以及消费者的购买决策过程和影响因素。

- 消费者的行为：包括消费者购买药妆的频率、数量、金额、时间、地点、方式等。这些行为可以帮助药妆企业了解消费者的购买习惯和偏好，以及消费者的购买能力和潜力。

- 消费者的反馈：包括消费者对药妆的满意度、忠诚度、推荐度、投诉度等。这些反馈可以帮助药妆企业了解消费者的使用效果和感受，以及消费者的品牌认知和态度。

消费者调研的方法和工具

消费者调研是药妆企业了解消费者需求的有效途径，也是药妆企业制定市场战略的重要依据。消费者调研的方法和工具主要包括以下几种：

- 一手数据：指药妆企业直接从消费者那里收集的数据，如问卷调查、深度访谈、焦点小组、实验室测试、神经营销等。这些方法和工具可以帮助药妆企业获取消费者的真实、准确、细致的信息，但也需要花费较多的时间、成本和人力。

- 二手数据：指药妆企业间接从其他渠道收集的数据，如行业报告、市场研究、网络分析、社交媒体、大数据等。这些方法和工具可以帮助药妆企业获取消费者的广泛、快速、便捷的信息，但也需要注意数据的来源、质量和时效。

- 混合数据：指药妆企业综合运用一手数据和二手数据的方法和工具，如SWOT分析、PEST分析、STP分析、4P分析、5C分析等。这些方法和工具可以帮助药妆企业获取消费者的全面、系统、平衡的信息，但也需要注意数据的整合、分析和应用。

消费者调研的指标和评估

消费者调研的指标和评估是药妆企业衡量消费者调研的效果和价值的标准和方法。消费者调研的指标和评估主要包括以下几种：

- 定性指标：指药妆企业通过消费者调研获取的非数值化的信息，如消费者的感受、想法、意见、建议等。这些指标可以帮助药妆企业了解消费者的深层需求和动机，但也需要注意信息的主观性和难以量化。

- 定量指标：指药妆企业通过消费者调研获取的数值化的信息，如消费者的数量、比例、频次、得分、排名等。这些指标可以帮助药妆企业了解消费者的表层需求和行为，但也需要注意信息的客观性和易于简化。

- 综合指标：指药妆企业通过消费者调研获取的综合性的信息，如消费者的满意度、忠诚度、推荐度、投诉度等。这些指标可以帮助药妆企业了解消费者的总体需求和反馈，但也需要注意信息的多维性和相互影响。

- 评估方法：指药妆企业通过消费者调研的指标对消费者调研的效果和价值进行评估的方法，如对比分析、趋势分析、相关分析、回归分析、因子分析、聚类分析等。这些方法可以帮助药妆企业从不同的角度和层次对消费者调研的数据进行处理、解释和应用，但也需要注意方法的适用性和局限性。

尚普咨询公司的案例介绍

尚普咨询公司是一家专业从事消费者调研服务的咨询公司，拥有多年的行业经验和专业团队，为药妆企业提供定制化的消费者调研方案和解决方案。以下是尚普咨询公司为药妆企业提供消费者调研服务的一些案例：

- 案例一：为一家法国药妆品牌提供中国市场进入策略的消费者调研。该品牌是欧洲药妆市场的领导者，拥有高品质、高效果、高信任的品牌形象，但在中国市场的知名度和份额较低，希望通过消费者调研了解中国市场的机会和挑战，制定合适的市场进入策略。尚普咨询公司为该品牌提供了以下的消费者调研服务：

一手数据：通过在线问卷调查和线下深度访谈，收集了1000份有效的消费者数据，涵盖了消费者的基本特征、药妆使用情况、品牌认知和偏好等方面的信息。

二手数据：通过行业报告、市场研究、网络分析、社交媒体、大数据等渠道，收集了中国药妆市场的概况、发展趋势、竞争格局、消费者需求等方面的信息。

混合数据：通过SWOT分析、PEST分析、STP分析、4P分析、5C分析等方法，综合运用一手数据和二手数据，对该品牌在中国市场的优势、劣势、机会、威胁、目标、定位、产品、价格、渠道、促销、客户、竞争、合作、环境、控制等方面进行了分析和评估。

评估方法：通过对比分析、趋势分析、相关分析、回归分析、因子分析、聚类分析等方法，对消费者调研的数据进行了处理、解释和应用，提出了该品牌在中国市场的进入策略的建议和方案。

- 案例二：为一家中国药妆品牌提供产品创新的消费者调研。该品牌是中国药妆市场的后起之秀，拥有高性价比、高适应性、高个性的品牌形象，但在产品创新方面缺乏突破，希望通过消费者调研了解消费者的新需求和新趋势，制定合适的产品创新策略。尚普咨询公司为该品牌提供了以下的消费者调研服务：

一手数据：通过线上实验室测试和线下焦点小组，收集了500份有效的消费者数据，涵盖了消费者的肤质、肌肤问题、美容目标、化妆习惯、产品使用效果和感受等方面的信息。

二手数据：通过行业报告、市场研究、网络分析、社交媒体、大数据等渠道，收集了药妆产品的概况、发展趋势、创新案例、消费者需求等方面的信息。

混合数据：通过SWOT分析、PEST分析、STP分析、4P分析、5C分析等方法，综合运用一手数据和二手数据，对该品牌的产品的优势、劣势、机会、威胁、目标、定位、产品、价格、渠道、促销、客户、竞争、合作、环境、控制等方面进行了分析和评估。

评估方法：通过对比分析、趋势分析、相关分析、回归分析、因子分析、聚类分析等方法，对消费者调研的数据进行了处理、解释和应用，提出了该品牌的产品创新的建议和方案。

- 案例三：为一家日本药妆品牌提供渠道拓展的消费者调研。该品牌是亚洲药妆市场的领导者，拥有高科技、高安全、高专业的品牌形象，但在中国市场的渠道覆盖度和渠道效率较低，希望通过消费者调研了解消费者的购买渠道和渠道偏好，制定合适的渠道拓展策略。尚普咨询公司为该品牌提供了以下的消费者调研服务：

一手数据：通过在线问卷调查和线下深度访谈，收集了1000份有效的消费者数据，涵盖了消费者的购买渠道、渠道选择的原因、渠道满意度、渠道忠诚度、渠道推荐度等方面的信息。

二手数据：通过行业报告、市场研究、网络分析、社交媒体、大数据等渠道，收集了药妆渠道的概况、发展趋势、竞争格局、消费者需求等方面的信息。

混合数据：通过SWOT分析、PEST分析、STP分析、4P分析、5C分析等方法，综合运用一手数据和二手数据，对该品牌的渠道的优势、劣势、机会、威胁、目标、定位、产品、价格、渠道、促销、客户、竞争、合作、环境、控制等方面进行了分析和评估。

评估方法：通过对比分析、趋势分析、相关分析、回归分析、因子分析、聚类分析等方法，对消费者调研的数据进行了处理、解释和应用，提出了该品牌的渠道拓展的建议和方案。

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