Cosmetics for "mouse marketing" in the Internet

We often run into two scenarios where you call a friend you haven't seen for a long time and ask him how he's been. He will certainly answer "I am busy recently", in fact, the busy lifestyle has raised a lot of lazy lifestyle, if someone often ask others, usually idle time what do? Most of the answers are usually on the Internet. We have just said that this is a busy time, but we found that they are not only busy now, but also more and more lazy, because through the network to solve a lot of people lazy problem.


For example: We buy a cosmetics, now a lot of people do not go to the terminal to see the mall, they search through the network to what they want, and through the network of other value-added differences in contrast, quickly decided to buy the intention, greatly shortened the time period of people buy cosmetics. So these simple scenes give us reason to believe that it makes more sense to discuss the relationship between the Internet and cosmetics in this environment.


We talk about cosmetics online marketing today, in fact, is a mouse marketing, this "mouse marketing" concrete can bring us what kind of marketing value? If we look back on the pieces of Chinese consumer life 20 years ago, we will find that some kind and brand, at that time, Jian Li Bao, big bubble gum , at that time shampoo still have a lot of detergent, today our life and 20 years ago what changes? We can also look at the scene of people's lives today, we found that iced tea is gone, but there is ice black tea, Jian Bao No, but there is coke, bubble gum is not people often consume things, but chewing gum is absolutely, even we found that there are a lot of other categories into the consumer's life, In other words, 20 years later, the product has not changed much, but the lifestyle has changed a lot, around the lifestyle of our market has been a new change. So if we take stock of this 5-year FMCG market, we can find the cosmetic mouth as a member of FMCG in some market features and some trends.


Recently, we are all talking about business, E-commerce, because "mouse marketing" for traditional enterprises still stay in the traditional way of marketing, more and more important, as the use of the Internet to do cosmetics "mouse marketing" Company-decorate Network (http://www.zdface.com), is a step by step to decorate the mall (http://www.zdshop.net.cn) into the world's largest female shopping mall, just a year's time to squeeze in the national well-known vertical portal of women, their success is worth our study and discussion, because the use of cosmetics is female users, The study of consumer psychology is that we define the study of new consumerism, and every consumer needs to define his consumption constantly as his income grows and his lifestyle changes. We will find that China's cosmetics market, there are many categories because they lead or meet these potential needs, so that these consumers to consume these products become a habit, and gradually stabilize the market position.


consumerism is the product of the function to meet more people's dream, take day chemicals, especially in the field of cosmetics, we found that today's cosmetics market, there are more segmentation, the reason for these subdivisions, is because different consumers have different functional requirements, have different to meet their beautiful needs. So we can see that both the market for women's skincare products and the market for men's skincare products have more categories, and the market penetration rate of these categories is increasing.


new consumerism and the extension of the scene, especially in the day of the field, there are many consumers have a lot of products have the demand for consumption, he is not only concerned about his own, he paid attention to social space, such as why women want cosmetics, because women want to be in the entire social space to show others more self-confidence, More fashionable image, so people in the whole FMCG consumption there are more people not only focus on the satisfaction of the ego, he is more concerned about the performance in the public space. Like a lot of breath freshener or a lot of toothpaste taste, or toothpaste can remove a lot of odors, these are able to hit a lot of consumer demand. There are even a few other areas where companies are starting to move into fast-moving consumer goods, such as Yunnan white powder, and today our fast-moving consumer-goods competition is no longer just our category of competition, but cross-industry competition. Including such as we see the Overlord shampoo and so on, consumer demand needs to be new integration, and their consumption space to achieve a new leap.


After reviewing the changes in the cosmetic consumer market, we are going to take a look at what the Internet is like in today's consumers. Throughout the development of the Internet, we will find that he has changed the media behavior of the whole consumer. The change in media behavior means that the path of brand communication will also change, Internet marketing value for the brand, is more prominent, and consumers are increasingly inclined to a network to survive, this network survival is not only a lot of people understand that the internet is now more people to relax, entertainment, in fact today's Internet, More consumers are pursuing the application experience, he is seeking, looking for a lot of solutions from the Internet, including his consumption, including his life, so we will find that the Internet behavior is becoming more and more diverse. People watching news on the internet, using mailboxes, checking all kinds of information, chatting outing, online games, blogging, and even online shopping and so on, have become the current consumer network habits.


Finally, I would like to take a look at our choice of Internet media, such as internet media such as the decorating network, then what are the core values? In our entire research, we go to see decorate the user, have such some characteristics: first, high education; second, high position; Third, female users are concentrated, while the income is relatively high. At the same time, often decorate the net of this part of the audience, compared with our entire population, with more mainstream positive values of the trend, they are eager to challenge, the pursuit of fashion, pay attention to the brand and quality, while their dedication and attention to social welfare tendencies, relative to the overall population will be stronger, And we also study the users their frequency and the time to stay on the above, we found that they decorate the internet and the proportion of information is very high. That is to say, the stickiness between these audiences and the net is relatively high, and the time users surf the internet we will find that from 8 o'clock to 23 o'clock, these different time nodes above, the relative proportion is more average. This is the network media relative to the traditional media is very unique advantages, there are many times, the traditional media has been unable to cover, but the internet can achieve a 24-hour full coverage of the day.