How did the beauty instrument become the new favorite of young Chinese?

The emergence of household beauty instruments has solved these problems to a certain extent. From the configuration point of view, the home beauty instrument is more like a "low-end version" of a professional beauty instrument, which will sacrifice a small part of the curative effect. More "approachable". At the same time, the technologies used in household beauty instruments are also continuously innovating, with more targeted and professional functions. At present, the mainstream household beauty instruments on the market can be roughly divided into 4 categories:

1. Acoustic micro-vibration facial cleanser, focusing on deep cleansing;

2. Ion import and export beauty instrument to help the skin better absorb the nutrients of skin care products and discharge residual dirt

3. Micro-current roller beauty instrument, which mainly massages and slims the face;

4. RF LED light, mainly for skin rejuvenation and acne removal.

It is not difficult to find that the problems that these 4 functions correspond to solve are also the most common skin problems for users. This is how the rapid development of household beauty instruments in the domestic market began.

Young "high-end" consumption is different from other countries. The consumers of home beauty devices in China are still mainly young customers. Judging from the user portraits provided by Tmall in 2017, consumers under the age of 35 accounted for nearly 80%, and consumers under the age of 25 accounted for 30%. Not only that, the consumers of home beauty devices are still getting younger, and users under the age of 25 are growing the fastest. The Chinese agent of TERA ROLLER, a Japanese professional face-lifting beauty instrument brand, mentioned in an interview, In Japan, the age group of brand consumers is mainly over 35 years old, while in China, consumers aged 18-35 have become the main group. I hope to tighten the facial skin and delay aging through lifting.” In the era of information explosion, public opinion has exerted a subtle influence on consumers. Compared with the previous two generations, the post-90s and even post-00s began to pay attention to skin aging and sagging earlier. At the same time, they linger on Weibo, Xiaohongshu, Douyin and other social platforms every day, and are "planted" by various beauty bloggers. Compared with commercial advertisements, these young consumers believe in their hard-won "homework" and invest more in becoming beautiful without hesitation. We may think that it is really possible to make home beauty equipment a skin care product.One of the steps is not brand advertising, but the group of beauty experts on social platforms.

The "darling" in the Internet age Of course, in addition to relying on social platforms, Chinese e-commerce also plays an important role behind the remarkable achievements of home beauty devices. The popularity of household beauty instruments has made e-commerce platforms such as Tmall and JD.com begin to attach importance to the operation of this category. In August 2017, Tmall transferred the category of household beauty instruments from small household appliances to Beauty Makeup, and upgraded household beauty instruments from the second-level category to the first-level category; Tmall even specially formulated a series of online and offline categories. "Super Brand Day" event. Under these measures, home beauty devices also ushered in new growth. According to data from Tmall, during the period of 6.18 this year, the sales of household beauty equipment category increased by 8 times; JD.com’s sales increased by 300% year-on-year during the same period.

Coexistence of Difficulties and Opportunities Although household beauty devices have maintained healthy growth in the Chinese market, they also face many difficulties in the process. If you search for your favorite brand of home beauty equipment on the Internet, it is not difficult to find a lot of discussion posts such as "the history of blood and tears to distinguish between true and false", teaching posts for distinguishing true and false", is it a pheasant technology brand?" and so on. In addition to the fact that it is difficult to distinguish between true and false, the polarization of household beauty instruments is more serious. Although there are a wide variety of brands, the price spans the "chasm" of tens to tens of thousands. The quality is also uneven, or the price is too high, or it is purely high imitation. At the same time, because household beauty devices more or less contain technological components, and the price is much higher than that of beauty products, and consumers pay more attention to the quality and delicacy that products bring to life, products need more before sale. The "education" work, the purchase decision time is naturally longer.

Despite many difficulties, the enthusiasm of enterprises and brands to enter the market has not diminished, and even skin care brands have begun to enter this market. As for which method will win the favor of more consumers in the future, no one seems to be able to say for sure. What is certain is that when more and more companies and brands enter this market, consumers will inevitably have higher and higher requirements for home beauty products. During this process, companies and brands must constantly figure out the desires and needs of consumers, and figure out what to do next in the Chinese household beauty instrument market that is gradually becoming a "red sea".