How did home beauty equipment become so popular? -Beijing Zhenhuimei Beauty Equipment Co., Ltd.

When it comes to beauty instruments, many people may think of the large-scale instruments used in large beauty salons that cost tens or millions of dollars--the price is not close to the people, and the operation threshold that requires a certain amount of training to get started. Naturally, it is not the reason for the outbreak of the beauty instrument market today.

On the contrary, it is the trend of "familyization of beauty salons" that drives the explosion of the beauty device market. What we are discussing today is the smaller and more portable . By reducing power and reducing functions, manufacturers have turned professional beauty instruments, which were quite a threshold, into household beauty instruments with discounted functions and effects, but are easy to operate and more affordable. For example, the basic principle of is to emit electromagnetic waves to make the subcutaneous tissue cells heat up and stimulate the dermis to generate new collagen fibers. To achieve the effect of anti-wrinkle and anti-aging, the technology used is already close to the field of medical beauty. Compared with medical beauty equipment, household beauty equipment has been adjusted in the frequency of electromagnetic waves, and has stricter safety requirements. The frequency of electromagnetic waves and the temperature of subcutaneous tissue cells need to be strictly controlled to prevent burns. In addition to being more friendly to ordinary users in terms of operational safety, the convenience of the home beauty instrument is also popular: on the one hand, the home beauty instrument does not require the "manipulation" of operation, and realizes "everyone can use it"; on the other hand, it can The convenience of using fragmented time to skin care anytime, anywhere at home also saves users the time and trouble of going to professional institutions.

Under such circumstances, more portable and affordable household beauty instruments have successfully captured the beauty market, and they have the momentum to compete with professional beauty salons. According to Euromonitor International data, from 2009 to 2014, the global sales growth rate of personal care and beauty devices was as high as 270%, and it is expected to reach 300 billion yuan by 2020. In the past two years, with the joint promotion of manufacturers, e-commerce platforms, and social media, household beauty instruments have also begun to flourish in China. What first caught the market's attention was the attack on the Chinese market by European and American facial cleanser brands represented by Clarisonic and FOREO. After the two major facial cleansing device brands became popular in China, the e-commerce platform quickly grasped this trend and assisted the development trend of the beauty device market. In 2015, Tmall began to cultivate the category of beauty equipment, and introduced Japanese beauty equipment brands such as YA-MAN. In 2016, it reached a strategic cooperation with Japan MTG Co., Ltd., the head office of ReFa. Since May last year, Tmall has also organized an exclusive category day marketing campaign for beauty instruments, cooperating with brands to enhance consumers’ awareness of the entireThe recognition and sales volume of the category can be seen from the emphasis on the beauty instrument category.

With the help of the platform, more high-end and complex beauty instrument brands quickly opened up sales channels online, becoming a new generation of "Internet celebrity" products. Many domestic beauty instrument brands also gradually sprouted during this period.

It can be seen that, slightly different from other mature markets, the demand for beauty devices of Chinese consumers has quickly completed the transition from basic cleaning to anti-aging demand. This is closely related to the fear of "early aging" as the core users of Chinese beauty instruments born in the 1980s and 1990s. This group of young people who are new to the workplace or are in the rising stage of the workplace usually have a strong sense of anxiety about aging. Today, when material wealth is gradually enriched, they are more willing to invest in their own beauty.

Investment in beauty is nothing more than beauty and clothing, daily care and medical beauty. Medical cosmetology is undoubtedly the most "immediate effect", but considering the price of popular medical cosmetology items that cost more than 10,000 yuan, the muddy market, and various social news about medical accidents, the road of medical cosmetology still requires some courage. Consumers It is often after many comparisons before daring to act.

It is under such circumstances that home-use beauty instruments provide consumers who are ready to try with options with lower prices and lower psychological thresholds. Therefore, beauty instruments have become the new favorite of young consumers. The effect of the beauty instrument can be seen in 5 minutes, and it can be used in daily life. It coincides with the "laziness" in human nature, and it is also the soil on which the beauty instrument market is growing rapidly.

However, in the face of such new things, even with the vigorous promotion of platforms and brands, many consumers still take a cautious and wait-and-see attitude when making purchase decisions, especially for the technical features and beauty effects advertised by beauty device merchants. Full of doubts. At this time, it is the turn of social media to "plant grass".

Against the backdrop of the rise of short beauty videos in the market, beauty bloggers,KOLs' first attempt and crowding of beauty devices -- whether it is tap water or cooperative promotion -- has driven the trend of the domestic beauty device market. As the forefront of beauty bloggers, Xiaohongshu is one of the boosters for the rise of beauty instruments. At present, there are more than 170,000 notes on beauty devices on Xiaohongshu, and the topic "Beauty Device Experience Report" has been read more than 60 million times.

These short videos of beauty instrument evaluations do serve as a “beginner’s guide” for consumers. of different shapes are expensive, and the various "black technologies" make people confused, so whether these products can be used, How to use it and whether it is easy to use--the three questions of the soul of "how can it be good" also requires intuitive video operation as a pilot guide. Through online evaluation and recommendation, consumers can obtain product information and build awareness of products without personally buying them.

More importantly, for today's consumers, this kind of personalized information is more reliable than the promotion of merchants, and it can also stimulate consumption desires. In the early days when overseas brands opened up the Chinese market, they also relied on word-of-mouth and recognition on social media. The founder of FOREO once talked about the value of social media: "The advancement of social media enables people to share good things in the circle of friends, which saves our brand a lot of advertising investment."

Under the "collusion" of brands, platforms, and beauty bloggers, expensive beauty instruments have successfully entered the weeding lists of "fashionable youth" in various fields.