A summary of the market survey report on college students skin care products;
As a special living environment, campus has created a special cultural atmosphere. According to the definition of society, campus can be understood as a narrow society, which has its own way of existence. Compared with the off-campus society, the on-campus society is simpler and more induced. Since consumption behavior is regular, we can make the problem more specific by investigating the cosmetics market.
I. Introduction:
Millions of college students in China have formed a special group and created a special cultural atmosphere in a special living environment. This kind of group not only has great consumption potential at present, but also will become the mainstream of social consumption in a few years. Paying attention to the student market and cultivating brand loyalty from the student days is bound to become a top priority for all businesses.
However, because of its particularity, the student market usually can't play cards according to common sense in propaganda strategy. What are the characteristics of the student market? According to this feature, what kind of marketing strategy should we give?
Second, the basic situation of the investigation:
With such a problem, we conducted a targeted market survey in Zijingang Community of Zhejiang University, that is, the campus cosmetics market survey. We distributed 234 questionnaires, of which 265,438+05 were valid. The object of this questionnaire survey is the female dormitory with concentrated consumers, high population density and mutual influence of purchase decisions. Such consumers can easily form brand loyalty. On the surface, the purpose of the survey is to understand the situation of girls using cosmetics and find out the market of cosmetics (make-up), but in essence, it is to understand the consumption psychology and characteristics of college students through this survey.
Third, the analysis of questionnaire survey results:
First of all, let's take a look at the current sales structure of cosmetics and the public's price choice for cosmetics sales, so as to have a general grasp of the cosmetics market, so as to understand our subsequent data analysis of the student market.
Let's look at the breakdown to college students. The details are as follows:
I. Market capacity
Before talking about the market capacity of cosmetics, mention one first? Leading consumer groups? From the feedback information of this questionnaire, we can see that there are great differences in their consumption behavior due to different departments, and there are also great differences between liberal arts majors such as School of Packaging Design, School of Economics and Management, Department of Law, Department of Foreign Languages and science majors such as School of Civil Engineering, School of Mechanical Engineering, Department of Computer Science and Department of Information. From the data, the proportion of people who have used makeup. But behind the figures, we can see that the proportion of students majoring in foreign languages and economic management can be as high as 65%, while the proportion of students majoring in civil engineering and mechanical engineering is only about 32%.
Market capacity refers to the market share of products and brands in the total market. We can roughly estimate that the number of the nine majors we have chosen is roughly the same, and they are all based on.
1 1% calculation. Comparatively speaking, 65% G44% N & GT35% G * 55% N. From the figures, we can see that if the target market is for students majoring in liberal arts, we will have a bigger market and reduce the cost of publicity activities.
Through this survey, we tentatively set the students majoring in liberal arts as? Leading consumer groups? If this group of students can drive the consumption trend of other colleges in this relatively closed market, students from other departments will also be influenced by them and participate in it. The reason why the School of Packaging Design is designated as a leading consumer group is that their professional characteristics lead to their special consumption habits, and they spend a lot of money on being unconventional and pursuing fashion, which they think is worth more than any other professional students.
Second, brand awareness.
In the actual purchase behavior, consumers choose Maybelline and Avon, but there are still many well-known brands with huge potential market in China. This makes us deeply realize that many cosmetic brand images have not been established among consumers. Although there is a little brand impression, it is not enough to affect their buying behavior, so we should strengthen brand promotion activities.
Third, buying psychology.
What kind of preferential service do students want? Unscheduled price discounts or promotions? Accounting for 57.3%; ? A moderately priced student package? Accounting for 54%; ? Gifts and discount cards 48%; ? Makeup artists give regular lectures? Accounting for 3 1.4%.
Here, we can see the degree of students' concern about the price, which shows that students still have the psychology of being greedy for small and cheap, which can not be ignored. Whether we can judge the consumption characteristics of students as a special consumer group according to conventional reasoning is a question worthy of our reflection. For example, before we do an investigation? Insist on no discount and maintain brand image? However, in the survey, we found that students pay more attention to short-term interests than we thought, and students seem to be insensitive to our long-term brand maintenance work, such as lectures or other forms of non-promotional brand promotion activities. Therefore, in the later stage of marketing behavior, we should not stick to the price position, but focus on the long-term and stimulate consumption with direct profit-making activities of price or other nature. We think this is the main way to target the student market. The methods can be discounts, free beauty consultation, skin tests and occasional samples or posters.
What kind of cosmetics do students choose? Lip gloss? 69.3%; ? Foundation? Accounting for 46.3%; ? Mascara? Accounting for 45.7%; ? Nail polish? Accounting for 44.7%; ? Eye shadow? Accounting for 4 1.4%. Blushing? Accounting for 16.7%. We can see that the demand for lip gloss is the largest. Why? Our analysis is that the skill of using lip gloss is very low, while other cosmetics need it.
Make-up needs some experience to be used correctly, so it is urgent to return to the service of providing lectures and do some makeup artist's counseling at school on a regular basis.
For students, what style of makeup attracts them most, and most people have chosen it? Simple and natural? . This kind of people account for about 96%, although there are several people who choose. Fashion trends? ,? Alternative personality? These two items, but the mainstream voice still uses simple makeup suitable for students. When making the corresponding student package, we should take light makeup as the appeal point and take it as the breakthrough point of publicity.
Many people express their consumption ideas with good quality and low price. On the surface, it doesn't seem to make much sense, but careful analysis will reveal that consumers are eager for products that can satisfy them, which may be too idealistic. For example, an interviewee said: There is basically no such thing as good quality and low price, so when I have money, we will buy those products with loud brands. This sentence undoubtedly represents the shopping mentality of most people.
Fourth, the purchase behavior.
For the ideal place to buy cosmetics, 56.2% consumers choose to buy cosmetics in specialty stores; 15% of consumers choose to buy at the school gate; 9% of them were bought in shopping malls or supermarkets, and 6.7% were bought by friends or classmates. Therefore, as can be seen from the chart, it is still relatively dependent on brand monopoly, and the cost of entity monopoly will be high. Therefore, if the e-commerce platform is used to build online stores, the market will be very large.
Almost all the interviewees think that quality is the most important. At present, the brand difference of cosmetics has been narrowing day by day. Today, with the increasing homogenization, there is not much difference in quality between brands. Consumers can only distinguish by brand when buying, although many people say: they don't care about brand, only look at quality. After use, the effect is good, and the brand naturally forms ...? But this is only a superficial meaning, and it is not a subconscious conclusion that decides to buy. We shouldn't be confused by it. In fact, even if an unheard-of brand is of good quality, does she dare to use it easily? I dare not buy it. Did she have a chance to evaluate the effect? Besides, the two brands face choices at the same time. No one will give up a well-known brand and choose to buy a general brand. In addition, cosmetics, especially make-up, are generally considered to be likely to irritate and harm the skin. Now some cautious students and consumers avoid using other kinds of cosmetics besides skin care products. Be sure to emphasize quality first, which is reassuring.
Investigation report on college students' skin care products market 2 1. Introduction:
Millions of college students in China have formed a special group and created a special cultural atmosphere in a special living environment. This kind of group not only has great consumption potential at present, but also will become the mainstream of social consumption in a few years. Paying attention to the student market and cultivating brand loyalty from the student days is bound to become a top priority for all businesses.
However, because of its particularity, the student market usually can't play cards according to common sense in propaganda strategy. What are the characteristics of the student market? According to this feature, what kind of marketing strategy should we give?
Second, the basic situation of the investigation:
With such a problem, we conducted a targeted market survey in Zhuzhou Institute of Technology, that is, the campus cosmetics market survey. We distributed 636 questionnaires, of which 665,438+00 were valid. The object of this questionnaire survey is the female dormitory with concentrated consumers, high population density and mutual influence on purchase decision. Such consumers can easily form brand loyalty. On the surface, the purpose of the survey is to understand the situation of girls using cosmetics and find out the market of cosmetics (make-up), but in essence, it is to understand the consumption psychology and characteristics of college students through this survey. In the sampling method, random stratified sampling was adopted, and 3 18 dormitories were randomly selected from female dormitories, and two questionnaires were distributed to each dormitory. Respondents chose a domestic cosmetics brand-color zone. The survey was funded by the Color Zone. This brand has low price, many varieties and bright colors, which is very suitable for students.
Third, the analysis of questionnaire survey results:
I. Market capacity
Before talking about the market capacity of cosmetics, mention one first? Leading consumer groups? From the feedback information of this questionnaire, we can see that there are great differences in their consumption behavior due to different departments, and there are also great differences between liberal arts majors such as School of Packaging Design, School of Economics and Management, Department of Law, Department of Foreign Languages and science majors such as School of Civil Engineering, School of Mechanical Engineering, Department of Computer Science and Department of Information. From the data, the proportion of people who have used makeup. But behind the figures, we can see that the proportion of students majoring in packaging design and economic management can be as high as 65%, while the proportion of students majoring in civil engineering and mechanical engineering is only about 32%.
Market capacity refers to the market share of products and brands in the total market. Let's set the total market volume as G and the market share as N. If it is aimed at all consumers, the market capacity of the Institute of Technology is about 5 1.5% gn, but only for liberal arts departments such as Bao, the market capacity is 65%G85%N (multiplied by 85% because 85% of the girls in the school study these liberal arts).
Comparatively speaking, 65% G85% N>5 1.5%GN. From the figures, we can see that if the target market is for students majoring in liberal arts, we will have a bigger market and reduce the cost of publicity activities.
Through this survey, we tentatively set the School of Packaging Design as? Leading consumer groups? If students majoring in packaging design can drive the consumption trend in the relatively closed market of engineering colleges, students from other departments will also be affected and participate in it. The reason why the School of Packaging Design is designated as a leading consumer group is that their professional characteristics lead to their special consumption habits, and they spend a lot of money on being unconventional and pursuing fashion, which they think is more valuable than students of any other major.
Market capacity includes not only the capacity of consumer groups, but also the capacity of potential consumer groups. Among people who don't wear makeup (we define them as potential consumers), the number of individuals in this group is considerable, accounting for 48.5% of the total. Through the data feedback of the questionnaire, we know that the main reason why they don't wear makeup is that they think that plain face is also a kind of beauty, and there is no need to deliberately modify it. ? (55.6% of potential consumers choose this option); ? Usually too busy to make up? And then what? Can't make up? Also accounted for 29.4% and 27.6% respectively. Although you don't need makeup, most people don't think so? Is it worth spending money on it? Only about 3% people choose this one, indicating that not wearing makeup may be a helpless choice, and subconsciously they still yearn for it. After all, it is women's nature to love beauty, but there is actually no reason for them to act. If such reasons can be found, potential consumers will be transformed into real consumers immediately.
Judging from their options, I don't think it's necessary to decorate deliberately? This is an important misunderstanding at present. In future publicity activities, we should firmly grasp this complaint and tell them that makeup will make them more beautiful and bring them more confidence. And then what? No time for makeup? And then what? Can't make up? These two points also have great business opportunities for us. In fact, I don't have time to make up because I can't make up, so in the final analysis, students generally lack makeup knowledge. If we can provide some lecture services, it will undoubtedly be of great help to the establishment of the consumer market.
Second, brand awareness.
On the brand awareness of color zone, that is, the number of people who have heard of color zone, although it has reached 40% in data. However, in the actual purchase behavior, consumers choose Maybelline and Avon as their brands. Only a small number of people use or buy ribbons. This makes us deeply realize that among engineering students, the brand image of color zone has not been established yet. Although there is a little brand impression, it is not enough to affect their buying behavior. Therefore, to strengthen the promotion activities, we should start with these 40% people, because only they will buy at the first time.
In choosing what price cosmetics, students focus on the middle and low price, and few people choose the high price. For example, L 'Oré al, an old makeup brand, pays attention to the embodiment of identity in brand appeal and returns to elegant taste. Most of the products are stable and mature colors, and the prices of such brands are very high, so few students choose to buy them. Red soil and Maybelline basically take the light-colored route representing the youth of young people, and the product color is mainly pink. The same is true for the color zone, where the price is at a medium level, and students will have a great possibility to choose.
Maybelline, as the first brand in the domestic makeup market, has firmly grasped people's hearts and snatched most of the market share. It's not easy for the lottery to get a slice of it. However, it doesn't mean that there is no chance. For example, if we make efforts in terminal sales, the Maybelline brand will ring again. At present, there are no publicity or promotion activities for polytechnics. If the lottery area seizes this opportunity, it can carve up the market share bit by bit, starting from the Institute of Technology and reaching the whole Zhuzhou market. Therefore, in advertising, Zhuzhou color should pay more attention to the propaganda investment of the sales terminal, that is, directly face consumers with products. Therefore, promotion activities should be done more and must be done more.
Investigation report on college students' skin care products market. Present situation of snack food industry in China
With the vigorous development of tourism in China, snack food has entered a new stage of continuous improvement and innovation. The consumption of snack food is increasing rapidly. According to the statistics of Handing Consulting, in recent years, the size of the snack food market in China has increased geometrically, which is 20 percentage points higher than the average growth rate of the food market, and it is playing an increasingly important role in the food market in China.
In 2009, the snack food manufacturing industry created an industrial output value of 436.454 billion yuan, a year-on-year increase of 27.53%; Sales revenue was 430.403 billion yuan, up 365.438+0.39% year-on-year; The profit was 65,438+065,438+07.75438+0 billion yuan, a year-on-year increase of 52.87%.
With the growing scale of snack food industry, the varieties and types are also increasing. At present, popular snack foods in the market include the following categories: puffed grains, fried nuts, fried potatoes, fried grains, sugar, meat, poultry and fish, dried fruits and vegetables, etc. However, there is still a big gap between China's snack food production and that of developed countries, especially compared with the United States, which is a big consumer of snack food in the world. The per capita consumption gap between China and the United States is about 150 times. On the other hand, several domestic snack food production enterprises concentrate on developing puffed grain products, with single product variety and fierce competition; Due to the relatively weak technical force, the flavor of snack food is not comparable to that of similar products in the world at present; In addition to several domestic joint ventures, the color and quality of snack food packaging made by many small and medium-sized state-owned manufacturers are relatively rough; Due to the lack of technical force and backward food machinery, the development of many age-appropriate products is still blank.
Second, the competition pattern and development trend of snack food industry in China
Since 1990s, after more than ten years, the snack food market in China has undergone earth-shaking changes. As the base camp of convenience food and snack food sales, the main battlefield of supermarkets is still in coastal cities, but the market expansion space in these places has gradually narrowed. Therefore, with the development of supermarket chain industry in China, snack food presents a trend of expansion to surrounding areas and central and western regions.
China's snack food has gone through the stages of populism and total westernization, and now it has entered a period of serious homogenization, and there is no substantive difference from concept to entity. The price of homogenization is the increase of sales expense:) In 2003, the promotion expense of biscuit products in China was10.638 billion, up by 16.25% year-on-year, and the industry profit dropped to 4.5% (the danger point of industrial production was 5%). Where is the snack food going?
Although the snack food industry is expanding rapidly, and it is gradually valued by enterprises, we should also see that in the current domestic snack food market, foreign capital and joint ventures still occupy the absolute advantage of the market, and many local enterprises can't keep up with the pace of market development and can't continue to be bigger and stronger, which is one of the reasons why high-end snack food in the domestic market has been monopolized by foreign capital. And there are a large number of food enterprises, as well as snack food? Price war? One by one, the categories are getting richer and richer, but the choices of consumers are getting bigger and bigger, and the market competition is getting fiercer and fiercer. Many factors make snack food enterprises face great challenges while welcoming development opportunities. In the backpack? Warring States period? In the era, what direction should the local snack food industry develop?
Enterprises should start from the following aspects:
1, health is the development trend of snack food.
In western countries, low-oil potato food and snack food with fruits and vegetables as raw materials are favored by people, and the sales momentum is getting better and better, which shows that snack food has become healthier in the escalating market competition. With the development of snack food industry and the improvement of people's living standards, snack food began to be close to people's lives. However, obesity caused by unhealthy eating habits, excessive intake of high-calorie and high-fat foods and insufficient exercise, especially childhood obesity, has become the focus of urban families, and the relationship between snacks and obesity has attracted more and more attention. Therefore, the development of healthy and functional foods will be the mainstream of the future snack food market.
2. New product development will be close to living habits.
Are snacks for consumers? Leisure? The food that came into being at the historic moment is the food that can make consumers feel relaxed, relaxed and enjoy. Therefore, the future snack food industry will be closer to people's daily life and eating habits. For example, foods with soup and easy to chew and digest will be very popular in the snack food market.
3. Differentiation is the direction of enterprise development.
The snack food industry has broad market prospects and great development potential. However, with the food industry entering the stage of complete competition, corporate profits are becoming more and more average, and industry integration and market segmentation are about to be completed. Therefore, leisure food enterprises should seize the opportunity, jump out of the strange circle of product homogeneity, implement differentiation strategy, improve consumers' consumption consciousness with differentiated characteristics, closely link consumers with enterprises with the inherent advantages of products, and embark on a road of sustainable development by innovating products, building brands and expanding markets.
4. Brand becomes the key to competition.
The growing snack food market and the continuous improvement of consumption level make multinational companies optimistic about the China market. As early as 10 years ago, large multinational companies such as Wrigley and Danone began to enter the China market, and now they have basically completed enterprise integration, product segmentation and market layout. In the future, they will intensify market expansion and use their own experience in financial strength, brand management experience and channel operation to encroach on the snack food market in China. Therefore, when foreign-funded enterprises rapidly occupy the China market, local snack food enterprises should strive to improve product quality, constantly innovate products, and pay more attention to the establishment and cultivation of brands, which is the key to determine competitiveness.
5. Local enterprises should jointly expand the market.
The strong attack of foreign capital and the maturity of the market have prompted local enterprises to strengthen their brand awareness and unity awareness. Some powerful domestic enterprises began to be dissatisfied with the situation that foreign capital occupied most of the domestic market alone and joined hands to compete with foreign brands. Has Fujian Legion developed rapidly in recent years? Red? Yake, geek, Qinqin and Yinlu have become the first-line brands in China through collective efforts, celebrity endorsements, concept creation and location advantages in CCTV advertisements, and gradually have the ambition to expand outward and the need to build brands quickly, and become emerging brands rapidly in China.
China has entered the era of diversity of social groups, and the value orientation and demand standards among groups are also diversified. Therefore, many differentiated spaces provide a foundation for the economic development of small enterprises and products with local characteristics. It will be a meaningful direction for many regional products, including some traditional crafts, to turn regional endowment products into circulation products with universal cognitive value. Whether it is leisure or diversification, it has long been the slogan of modernization and modernization. I wonder if the modernization of our biscuit industry should also be diversified? It is right to look outward, but looking inward does not mean that it is not modern. An important factor of modernization should be diversification.
Standing in front of the huge territory of China, we should not only see the huge absolute market, but also see these relative market values.
Although the local snack food enterprises are still in a weak position and the market competition is so fierce, China snack food is full of vitality and has a broad market prospect. The food industry has entered a stage of complete competition, the profits of enterprises are becoming more and more average, and market segmentation and industry integration will be completed. Therefore, snack food enterprises should seize the development opportunity, use differentiation strategy, and embark on a fast, healthy and sustainable development path through new product research and development, brand building and market expansion.