01
Research has found that young consumers are resisting fast fashion
While many fast fashion brands are still on the rise, public attitudes are shifting, with a survey of 2,094 adults conducted by the University of Hull showing that more than half of 18- to 24-year-olds want to "reject fast fashion" and change their shopping habits.
The study also found that 25 percent of young respondents are already using rental clothing instead of buying, and second-hand goods are also purchased as gifts at Christmas.
02
Men's cutting-edge brands encircle foreign investment, the market size reached 5.5 billion, and body care has become a breakthrough point
At a time when beautyism is popular, the aesthetic awareness of the new generation of Chinese men is constantly improving, and the awareness of men's nursing is constantly improving and changing. According to Euromonitor International, the average annual retail growth of China's men's grooming market from 2016 to 2019 was 13.5%, much higher than the global average of 5.8%.
The men's care market can be segmented into facials, body care, and men's makeup. According to Alibaba's network data, the men's care market has continued to grow annually since 2018. From December last year to November this year, the total turnover of men's care in the past 12 months reached 5.547 billion yuan, an increase of 8.07% year-on-year.
03
Women are more enthusiastic about sugar reduction than men, and the Internet industry accounts for the highest proportion
On February 27, the "Yuanqi Forest" Sugar Reduction Health Research Institute released the "Sugar Reduction User Consumption Behavior Report (2021)", which extracted the portraits, consumption habits and internal motivations of the mainstream sugar reduction user groups in China in the form of research interviews, questionnaires, data analysis, etc., combined with the relevant results of the institute.
Surveys show that women are more enthusiastic about reducing sugar than men. Among the sugar users surveyed, 65% of women will choose sugar reduction products in their daily lives, while only 35% of men actively reduce sugar. From the perspective of age, people between the ages of 30 and 39 have a stronger awareness of sugar reduction, accounting for 36.7%. It was followed by users aged 18-29, accounting for 31.3%.
From the perspective of the industry, among the sugar reduction users, the proportion of users engaged in the Internet industry is the highest, followed by the medical, educational, financial, and media industries. Professionally, company employees account for more than half of the sugar-reducing group, followed by college students and medical staff. Among the company's employees, designers, salesmen and programmers are the top 3 occupations of "sugar fear".
04
Unilever takes a stake in TCM prescription skincare brand Hebao
According to Tianyan, Shandong Hebao Pharmaceutical Co., Ltd. has recently undergone industrial and commercial changes, and shareholders have added Unilever (China) Investment Co., Ltd. According to the shareholding chart, Unilever's shareholding ratio is 2%.
Shandong Hebao Pharmaceutical Co., Ltd. is positioned as a TCM prescription efficacy skin care brand, focusing on skin health care products based on TCM clinical screening and verification of TCM prescriptions, combining modern skin care technology and TCM pharmaceutical technology.
05
New trend: KOL marketing is based on daily planting, and the demand for goods is increasing simultaneously
According to Nielsen data, up to 84% trust social media recommendations compared to only 42% of people trusting online hard-hitting recommendations. According to Morketing data, social media advertising has become the largest delivery channel for new consumer brands, followed by e-commerce advertising, search advertising and game advertising. It can be seen that social media and KOL communication have become a major core position of brand marketing.
From the perspective of the KOL marketing appeals of new consumer brands in 2021, daily grass planting is still the main demand, accounting for 45%; followed by e-commerce conversion, new product promotion, and live streaming, accounting for 25%, 20% and 17% respectively. Overall, the average growth of effect appeals is obvious, with the growth rate of live streaming goods being 112.5%, the growth rate of e-commerce conversion being 98%, and the average growth rate of overall effect appeals being 42.22%. It can be seen that new consumer brands are paying more and more attention to the shelf role and effect of KOL and KOL marketing, and marketing appeals are gradually tilting towards the conversion category.
06
Sunscreen brand Supergoop was acquired with a majority stake
A blackstone fund said it would acquire a majority stake in sunscreen beauty brand Supergoop. Terms of the transaction were not disclosed. The funds will be used for innovation, marketing, market education and expansion.
In 2005, after a friend was diagnosed with skin cancer, Holly Thaggard founded Supergoop, which works to make sunscreen easier to integrate into everyday life.
From body moisturizers to eyeshadow and lip gloss, all of Supergoop's products have sun protection benefits, such as hair powders with sun protection benefits, vitamin C serums with SPF and more. The brand is primarily sold through retail channels, including Sephora.
WWD has previously reported that Supergoop hired Goldman Sachs to research deal options, and the company has sales of about $60 million in 2020.
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