Cosmeceuticals refer to cosmetics with pharmaceutical properties. It is a subdivision of the cosmetics market. In recent years, it has been favored by more and more consumers in the Chinese market. Cosmetics are generally composed of two parts: cosmetics and drugs. The cosmetics part mainly plays the basic functions of beauty, moisturizing and sunscreen, while the drugs part mainly plays the special functions of treatment, repair, anti-sensitivity, anti-aging and so on. Cosmeceuticals are characterized by safety, effectiveness, and professionalism. They are suitable for consumers with special skin types such as sensitive muscles, problem muscles, and acne muscles. They are also suitable for consumers who have higher requirements for cosmetic ingredients and efficacy.

The development course of the cosmeceutical industry

The concept of cosmeceuticals was first proposed by Professor AlbertKligman, a famous American dermatologist, in the 1970 s. It is called functional cosmetics, which is a combination of cosmetics and drugs, meaning cosmetics with pharmaceutical properties. The development of cosmeceuticals has gone through the following stages:

-The first stage: the birth and development of cosmeceuticals are mainly in Europe and the United States, represented by France. France is the birthplace of cosmeceuticals and the largest producer and consumer of cosmeceuticals. French cosmeceutical brands include Vichy, Avene, la roche-posay, Otellini and so on. These brands have their own laboratories and professional dermatologists, and have close cooperative relations with pharmacies and hospitals. Product research and development, production and sales are subject to strict supervision and certification, so they have established an image of high high quality, high effect and high trust in the hearts of consumers.

-The second stage: the concept and products of cosmeceuticals gradually spread to Asian countries, represented by Japan. Japan is a leader in cosmeceuticals in Asia and an important market for cosmeceuticals worldwide. Japan is the only country that has a clear definition of cosmeceuticals at the legal level. Cosmeceuticals are divided into two categories: external medicine and cosmetics, which are subject to different regulations. Japan's cosmeceutical brands include Shiseido, Kao Wang, Gao Si, Skin Key, etc. These brands have a long history and profound technology accumulation. The research and development, production and sales of products follow strict standards and procedures, so they are in consumers. Established a high-tech, high-safety, and high-professional image.

-The third stage: the concept and products of cosmeceuticals began to enter the Chinese market, represented by local brands. China is a rising star of cosmeceuticals and a potential market for cosmeceuticals. There is no official definition and classification of cosmeceuticals in China. Cosmeceuticals are generally regarded as a kind of special-purpose cosmetics and are regulated by the Cosmetics Hygiene Supervision Regulations. China's cosmeceutical brands include Yunnan Baiyao, Pien Tze Huang, Beitani, Yuze, etc. These brands have their own characteristics and advantages. The research and development, production and sales of products all focus on innovation and differentiation, so they have established a high cost performance in the minds of consumers., High adaptability, high personality image.

Development status of cosmeceutical industry

The cosmeceutical industry is a subdivision of the cosmetics market and has been favored by more and more consumers in the Chinese market in recent years. In 2019, the size of China's cosmeceutical market reached 80 billion billion yuan, up 15.9 year-on-year, accounting for 6.5 of the cosmetics market. In 2020, affected by the new crown epidemic, the growth rate of the cosmeceutical market slowed down, but still maintained a growth of 9.8, the market size reached 87.8 billion billion yuan, accounting for 7.1 percent of the cosmetics market. It is estimated that by 2025, the scale of China's cosmeceutical market will exceed 130 billion billion yuan, accounting for 8.5 of the cosmetics market.

The competitive landscape of the cosmeceutical industry

The competitive landscape of the cosmeceutical industry consists of the following types of companies:

-International brands: mainly from Europe, America and Japan, with strong brand influence, technical strength and channel advantages, occupying a large share of the cosmeceutical market. Representative brands include Vichy, Avene, la roche-sene, Otellini, Shiseido, Kao, Kao Si, Skin Key, etc.

-Local brands: mainly from China, with high cost performance, adaptability and innovation. In recent years, they have risen in the cosmeceutical market and continue to seize market share. Representative brands include Yunnan Baiyao, Pien Tze Huang, Beitani, Yuze, Fu Erjia, HomefacialPro, Run Baiyan and so on.

-Cross-border brands: mainly from other industries, such as medicine, health care, daily chemicals, etc., use their own resources and advantages to enter the cosmeceutical market and open up new growth points. Representative brands include Tomson Beijian, Perfect, Baiqueling, Schwarzkopf, etc.

-Emerging brands: mainly from the Internet, social media, e-commerce platforms, etc., using new channels and models to create cosmeceutical brands and attract young consumers. Representative brands include Dr. Jart, Curel, HadaLabo, Purito, etc.

The competitive landscape of the cosmeceutical industry presents the following characteristics:

-Many brands, fierce competition. There are more and more participants in the cosmeceutical industry, the number and type of brands are becoming more and more diverse, and the degree and scope of competition are becoming more and more extensive. Cosmeceutical brands should not only compete with the quality, effect and price of products, but also compete with the popularity, image and reputation of the brand.

-Market segmentation, consumption diversification. The market segmentation of the cosmeceutical industry is getting higher and higher, and the needs and preferences of consumers are becoming more and more diverse. Cosmeceutical brands should not only meet the basic functional needs of consumers, but also meet the personalized, differentiated and emotional needs of consumers.

-Innovation-driven, continuous change. The driving force for innovation in the cosmeceutical industry is getting stronger and stronger, and the speed and extent of change are getting bigger and bigger. Cosmeceutical brands should not only innovate in product research and development, production and sales, but also in market positioning, strategy, channels, marketing and other aspects.

analysis of consumer demand

Consumer demand is the core driving force of the cosmeceutical industry and an important reference for cosmeceutical enterprises. The analysis of consumer demand mainly includes the following aspects:

-Characteristics of consumers: including basic attributes such as age, gender, income, education, occupation, region, and culture of consumers, as well as special attributes such as skin quality, skin problems, beauty goals, and makeup habits of consumers. These characteristics can help cosmeceutical companies understand the basic situation and differentiated needs of consumers, as well as the potential market size and value of consumers.

-Consumer motivation: including the main reason, purpose, expectation and desire of consumers to buy cosmetics. These motivations can help cosmeceutical companies understand the core needs and key points of consumers, as well as the purchase decision-making process and influencing factors of consumers.

-Consumer behavior: including the frequency, quantity, amount, time, place, and manner of consumer purchase of drug cosmetics. These behaviors can help cosmeceutical companies understand consumers' buying habits and preferences, as well as consumers' purchasing power and potential.

-Consumer feedback: including consumer satisfaction, loyalty, recommend, complaints, etc. These feedbacks can help cosmeceutical companies understand consumers' use effects and feelings, as well as consumers' brand awareness and attitudes.

Consumer Research Methods and Tools

Consumer research is an effective way for cosmeceutical companies to understand consumer demand, and it is also an important basis for cosmeceutical companies to formulate market strategies. The methods and tools of consumer research mainly include the following:

-First-hand data: refers to the data collected directly from consumers by cosmeceutical companies, such as questionnaires, in-depth interviews, focus groups, laboratory tests, neuromarketing, etc. These methods and tools can help cosmeceutical companies obtain true, accurate and detailed information about consumers, but they also require more time, cost and manpower.

-Second-hand data: refers to the data collected indirectly by cosmeceutical companies from other channels, such as industry reports, market research, network analysis, social media, big data, etc. These methods and tools can help cosmeceutical companies obtain extensive, fast and convenient information about consumers, but they also need to pay attention to the source, quality and timeliness of the data.

-Mixed data: refers to the comprehensive use of first-hand data and second-hand data methods and tools, such as SWOT analysis, PEST analysis, STP analysis, 4P analysis, 5C analysis. These methods and tools can help cosmeceutical companies obtain comprehensive, systematic and balanced information about consumers, but they also need to pay attention to the integration, analysis and application of data.

Indicators and Evaluation of Consumer Research

The indicators and evaluation of consumer research are the criteria and methods for cosmeceutical companies to measure the effectiveness and value of consumer research. The indicators and assessments of consumer research include the following:

-Qualitative indicators: refers to the non-numerical information obtained by cosmeceutical enterprises through consumer research, such as consumers' feelings, thoughts, opinions, suggestions, etc. These indicators can help cosmeceutical companies understand the deeper needs and motivations of consumers, but they also need to be aware that the information is subjective and difficult to quantify.

-Quantitative indicators: refers to the numerical information obtained by cosmeceutical companies through consumer research, such as the number of consumers, proportion, frequency, score, ranking, etc. These indicators can help cosmeceutical companies understand the surface needs and behavior of consumers, but they also need to pay attention to the objectivity and ease of simplification of information.

-Comprehensive indicators: refers to the comprehensive information obtained by cosmeceutical companies through consumer research, such as consumer satisfaction, loyalty, recommend, complaints, etc. These indicators can help cosmeceutical companies understand the overall needs and feedback of consumers, but they also need to pay attention to the multi-dimensional and mutual influence of information.

-Evaluation method: refers to the method of evaluating the effect and value of consumer research through the indicators of consumer research, such as comparative analysis, trend analysis, correlation analysis, regression analysis, factor analysis, cluster analysis, etc. These methods can help cosmeceutical companies process, interpret and apply consumer research data from different angles and levels, but they also need to pay attention to the applicability and limitations of the methods.

The case of Champ Consulting.

Shangpu Consulting Company is a consulting company specializing in consumer research services. It has many years of industry experience and professional team to provide customized consumer research programs and solutions for cosmeceutical enterprises. Here are some examples of consumer research services provided by Champ Consulting to cosmeceutical companies:

-Case 1: Consumer research on China market entry strategy for a French cosmeceutical brand. The brand is the leader in the European cosmeceutical market. It has a high quality, high-effect, and high-trust brand image, but its popularity and share in the Chinese market are low. It hopes to understand the opportunities and challenges of the Chinese market through consumer research and formulate appropriate market Entry strategy. Champ Consulting provides the following consumer research services for the brand:

First-hand data: Through online questionnaires and offline in-depth interviews, 1000 valid consumer data were collected, covering consumer basic characteristics, drug use, brand awareness and preferences.

Second-hand data: Through industry reports, market research, network analysis, social media, big data and other channels, the general situation, development trend, competition pattern, consumer demand and other aspects of China's cosmeceutical market are collected.

Mixed data: through SWOT analysis, PEST analysis, STP analysis, 4P analysis, 5C analysis and other methods, the brand's strengths, weaknesses, opportunities, threats, goals, positioning, products, prices, channels, promotions, customers, competition, cooperation, environment, control and other aspects of the brand in the Chinese market are analyzed and evaluated.

Evaluation method: Through comparative analysis, trend analysis, correlation analysis, regression analysis, factor analysis, cluster analysis and other methods, the data of consumer research are processed, interpreted and applied, and the brand's entry strategy in the Chinese market is proposed and proposed.

-Case 2: Consumer research on product innovation for a Chinese cosmeceutical brand. The brand is a rising star in China's cosmeceutical market. It has a brand image with high cost performance, high adaptability and high personality, but it lacks a breakthrough in product innovation. It hopes to understand the new needs and new trends of consumers through consumer research, and formulate appropriate product innovation strategies. Champ Consulting provides the following consumer research services for the brand:

First-hand data: Through online laboratory tests and offline focus groups, 500 valid consumer data were collected, covering consumers' skin type, skin problems, beauty goals, makeup habits, product use effects and feelings.

Second-hand data: Through industry reports, market research, network analysis, social media, big data and other channels, the general situation, development trends, innovation cases, consumer demand and other aspects of cosmeceutical products are collected.

Mixed data: through SWOT analysis, PEST analysis, STP analysis, 4P analysis, 5C analysis and other methods, the comprehensive use of first-hand data and second-hand data, the brand's product strengths, weaknesses, opportunities, threats, goals, positioning, products, prices, channels, promotions, customers, competition, cooperation, environment, control and other aspects of the analysis and evaluation.

Evaluation method: Through comparative analysis, trend analysis, correlation analysis, regression analysis, factor analysis, cluster analysis and other methods, the data of consumer research are processed, interpreted and applied, and the brand's product innovation suggestions and programs are put forward.

-Case 3: Consumer research on channel expansion for a Japanese cosmeceutical brand. The brand is the leader in the Asian cosmeceutical market. It has a high-tech, high-safety, and high-professional brand image, but its channel coverage and channel efficiency in the Chinese market are low. It hopes to understand consumers' purchase channels and channels through consumer research. Preference, formulate appropriate channel expansion strategies. Champ Consulting provides the following consumer research services for the brand:

First-hand data: Through online questionnaires and offline in-depth interviews, 1000 valid consumer data were collected, covering consumers' purchase channels, reasons for channel selection, channel satisfaction, channel loyalty, channel recommend, etc. Information.

Second-hand data: Through industry reports, market research, network analysis, social media, big data and other channels, the general situation, development trend, competition pattern, consumer demand and other information of cosmeceutical channels are collected.

Mixed data: through SWOT analysis, PEST analysis, STP analysis, 4P analysis, 5C analysis and other methods, the comprehensive use of first-hand data and second-hand data, the brand's channel strengths, weaknesses, opportunities, threats, goals, positioning, products, prices, channels, promotions, customers, competition, cooperation, environment, control and other aspects of the analysis and evaluation.

Evaluation method: Through comparative analysis, trend analysis, correlation analysis, regression analysis, factor analysis, cluster analysis and other methods, the data of consumer research are processed, interpreted and applied, and suggestions and plans for the brand's channel expansion are put forward.