Guide

Since ancient times, Chinese men have complied with “rigidity”. However, under the Lan Yan economy represented by hot words such as “small fresh meat” and “male gods” today, men’s makeup no longer means “maiden”, but also A symbol of fashion and taste. Big data shows that men’s eye makeup, BB, CC and other base makeup products have begun to be supported, and even makeup removal has begun to be watched by men. The trend of men’s personal care market segmentation is obvious. However, it is not necessary to ignore that there are very few men’s makeup cosmetics, which is not favored by domestic makeup brands, and it is difficult to bring business confidence to channel merchants in the short term.

CBO

Reporter Hou Huanhuan

http://www.cbo.cn

For new things, the reputation has always been destroyed, and most of the watches.

男士彩妆在中国市场到底有没有“钱途”?

Regarding the development of men’s makeup in the domestic market, when a reporter from “Cosmetics Finance Online” visited the market, makeup agents and terminal owners expressed different views: some think men’s makeup is just a concept; some think men’s makeup is too small to be too small Everyone, I do n’t do this business at present; some people think that the domestic men’s makeup market has begun to take shape, and it will consider operation after waiting for a while.

Big data shows that men’s eyebrow makeup, BB, CC and other base makeup products are widely popular

Foreign media data shows that in 2013, one -tenth of the 1st of the 1st of the 1st of the British men who received surveys will go out. Half of them say they often make up, and one -fifth of people say they make up every day (but they will be confidential). Lip makeup, eyeliner, and black products are British men’s favorite makeup products. According to the survey data from Yingmine, from 2013 to 2014, British men’s BB cream doubled.

What about the situation in the Chinese market?

According to the survey results of 6,500 men in 21 cities in China, 22%of men said that 22%of men said they knew how to make up. 44%of men said that although they did not understand makeup, they were very interested in this aspect. Most of the makeup products are interested in BB cream and eyebrow trimming knife.

Online data also proves that men have the trend of makeup. According to the big data released by Baidu in July 2015, the number of Chinese men’s use of makeup is as high as 39%, of which men use eyebrow makeup to the largest, up to 65%, and lip makeup second, 31%. The report also shows that young men, especially after 85, have higher acceptance of men’s makeup.

When the reporter of “Cosmetics Finance Online” searched for the keywords of “Men’s Makeup” on Taobao, he found a total of 4208 babies. Among them, the Jewell men’s BB cream whitening covering liquid foundation and makeup remover were the most popular, with a monthly sales of 4,480 pieces.

Although the prospect of men’s makeup is good, the wind has not yet arrived

Big data has shown a lot of potential for men’s makeup. So, will related companies use the situation to launch new products?

It is understood that in the field of professional lines, professional makeup artists often choose M.A.C, Make Up Forever, Bobbi Brown, Takamura Show and other brands with male makeup products. In the daily consumption field, Biotherm and IOPE owned by L’Oreal’s Biotherm and Amore Pacific are both. The men’s BB cream products were launched, and Yue Shi Fengyin also launched a men’s eyebrow pencil; in addition, Chanel and Dior also launched a makeup product called “Men and Women’s Common”. In China, in addition to brands such as Xuanyu and Jewell launched segmented men’s makeup product lines (including BB cream, concealer cream, mascara, liquid foundation, etc.), there are few other brands.

In response to the gaps in the current male makeup market, Hu Jianguo, chairman of Guangzhou New Cosmetics Co., Ltd. and founder of seductive makeup brands, told reporters “Cosmetics Finance Online”: Men’s makeup is just a concept. Hu Jianguo believes that although men’s makeup is a segment of makeup categories, from the current market development, products are not technically subdivided, but only marketing segments. Make up the vacancies in makeup.

男士彩妆在中国市场到底有没有“钱途”?

Hu Jianguo’s analysis believes that in terms of the current development of domestic makeup, the men’s makeup market is not mature enough. He also said that it is not optimistic about the market prospects of men’s makeup products launched by domestic brands, especially small and medium -sized brands.

男士彩妆在中国市场到底有没有“钱途”?

Chen Qiantuan, the person in charge of another domestic makeup brand and chairman of Guangzhou Car Ting Cosmetics Co., Ltd., believes that men’s makeup is the segment of makeup categories. Men’s makeup is also a market education stage. He believes that brands that have launched such products are mainly related to the brand’s own positioning.

Some brands are also very optimistic about the segmentation of the men’s care market, and believe that men’s makeup has potential to dig. Wang Xiaobin, the founder of the post -80s brand, said that the current post -80s and 90s men’s awareness of personal care has been enhanced. In addition to the basic cleansing needs, such as BB cream, perfume, foot spray, men’s lotion, etc. Segmentation and refined care demand is gradually increasing. These segmented nursing methods that show “hidden” consumption require the brand to stand up to guide the market.

Channel dealers watch men’s makeup: too niche, it is difficult to promote

In an interview with Cai Fen, the deputy general manager of Wuhan Jinyangpin Meiji and Trade Co., Ltd., which operates multiple domestic and foreign makeup brands, said in an interview with the “Cosmetics Finance Online” reporter, on the one hand, men’s makeup is similar to men’s skin care, too niche; another In terms of, the share of the women’s makeup market has also begun to grow in the past two years, and this growth is limited to large cities. Many women in remote places do not make up. “In addition, she also emphasized that the domestic men’s makeup market is not mature enough. Although international big names have launched some men’s makeup products, domestic channel vendors are still difficult to take over and make effective promotion.

Zhang Xiaofeng, general manager of Wuhan Caisha Cosmetics Chain, which is operating makeup, is even more blunt: men’s makeup is just a hype topic. He believes that the rise of men’s makeup is related to the living standards and application scenarios of male consumers. It is relatively small. “In the moment with insufficient demand and large scale, Caisha will not take over men’s makeup products.”

Since ancient times, Chinese men have complied with “rigidity”. However, under the Lan Yan economy represented by hot words such as “small fresh meat” and “male gods” today, men’s makeup no longer means “maiden”, but also A symbol of fashion and taste. Big data shows that men’s eye makeup, BB, CC and other base makeup products have begun to be supported, and even makeup removal has begun to be watched by men. The trend of men’s personal care market segmentation is obvious. However, it is not necessary to ignore that there are very few men’s makeup cosmetics, which is not favored by domestic makeup brands, and it is difficult to bring business confidence to channel merchants in the short term.

男士彩妆在中国市场到底有没有“钱途”?