The Scale Of "Yan Value Economy" Continues To Expand, And The Competition In The Brand Market Is Fierce.

According to the understanding of the world clothing and shoe net, statistics show that male consumers in China's first tier cities spend an average of 24 minutes per day on their instruments, and 88% of them go online to see beauty and fashion information. This proportion has increased significantly over the past 10 years.

Statistical data highlight the rising value of "Yan value" in today's society.

Correspondingly, a chain is stretched, expanding in scale and upgrading in quality.

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Industry chain continues to lengthen

Compared with the past, the pursuit of "Yan value" has gone beyond gender.

According to Nelson, a consultant, the average skin care time of Chinese women is 28.3 minutes / day. More than 57% of women have cosmetic habits. Men's average skin care time is 24 minutes / day, less than 5 minutes less than that of women.

According to the data released by Ou Rui International, from 140 billion yuan in 2007 to 333 billion 200 million yuan in 2016, the market scale of cosmetics in China increased by 138% during the 10 years, and became the second largest consumer of cosmetics in the world.

According to forecasts, from 2017 to 2021, China will remain the fastest growing cosmetic market in the world.

Not only cosmetics, but also the economic chain of "Yan value".

According to the survey of Analysys think tank, in 2016, the top 100 Chinese mobile apps accounted for more than 60% of shopping, photo beautification and health care.

Women who love themselves will also expand their spending to improve their face value. According to statistics, the monthly average expenditure of self timer women in clothing, skin care cosmetics, beauty SPA, accessories and hairstyles in 2014 is 2805 yuan.

Beijing Academy of Social Sciences Associate Professor Jing Jun Mei said that Yan value pursuit is a strong thrust for the development of fashion industry.

Yan value economy has been expanding from beauty, clothing, cosmetics to graphics software, photographic equipment, and so on. It has spawned new product categories and personalized consumption trends.

The supply side has become more diverse.

Upgrading and upgrading of consumption concept

How to treat the red economy of "Yan value economy"?

"Yan value concern is the biological instinct of human beings."

Jing Junmei said, of course, the flourishing of Yan value economy also reflects the rise of consumerism society.

The value of "Yan value" plays an important role in consumer's experience and choice. People consume beauty not only in the consumption products themselves, but also in choosing a way of life.

The first step is to improve income.

McKinsey research suggests that middle-class families with annual household income ranging from 100 thousand yuan to 200 thousand yuan have the best growth potential in consumption expenditure.

At present, China's per capita GDP has just crossed 8000 dollars, and the per capita GDP of the second tier cities is more than 10 thousand to 20 thousand US dollars.

In addition, the intergenerational update of consumers has also increased the popularity of the value of consumption, and the "post-80s" and "post-90s" are becoming the main force of consumption.

They live in the era of rapid economic growth in China, and their spending power and willingness also rise.

According to the joint prediction by Ali Research Institute and Boston consulting company, their spending power will increase by an average of 14%, which is two times the consumption power of the previous generation.

In the view of Jing Jun Mei, mass media also played a role in helping the "Yan value economy".

Magazines, TV and movies have further strengthened the concept of "Yan value" for the shaping and promotion of handsome men and beautiful women.

Webcast, VR technology and net red attack have brought this trend to the extreme.

She said.

Brand war intensified

A little attention should be paid to the current cosmetic products, and people will find that besides the traditional functions of "whitening" and "sun protection", many brands begin to introduce some fragrances and bathing products with the function of decompressing, aiming at the faster and faster pace of work and life.

Many "small and beautiful" products have gradually emerged from the "big road" and "traditional" brands that satisfy their basic functions.

Take a brand of hair blower as an example, because the price of the product is more than 10 times more than the average price because of the addition of an exclusive technology element.

Behind the market changes is the fierce competition between scientific research and capital strength.

Many people in the industry believe that China's "Yan value economy" is developing rapidly, but it is not particularly mature.

Lack of core technology, low channel loyalty and inadequate brand building have become a major obstacle.

In the face of huge market and fierce competition, improving internal strength is the key to supply upgrading.

Take R & D investment as an example, insiders say that the annual international R & D expenditure of cosmetics giants is over 1 billion yuan, while the pattern of China's cosmetics industry is more dispersed, and more investment is needed in developing products suitable for Chinese consumers.

Jing Junmei believes that "Yan value economy" will have a lasting and extensive impact, and we need to face it more rationally.

One of them is to actively advocate the spirit of craftsmen, strive for excellence, be rigorous and dedicated, and guide the healthy development of industry.

More interesting reports, please pay attention.

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