#财经新势力新春季 #
Due to the patriotic enthusiasm of young people in recent years, domestic makeup has gradually risen, and many domestic brands have entered the public's attention with the characteristics of affordability and ease of use. Some daily chemical brands active in the 20th century, such as Pechoin and Dabao, have once again become the focus of market attention, causing huge repercussions on major e-commerce platforms. Since then, new local brands familiar to us, such as Perfect Diary, Hua Xizi, and Zhiyouquan, have begun to emerge.
01Tmall makeup development status
The strong rise of domestic beauty brands has attracted a large number of users of original Japanese and Korean brands, and the price of the products is also cheaper. As a model of this, Perfect Diary's GMV exceeded 4 billion in 2020 and was successfully listed on the New York Stock Exchange. Some of these domestic brands are even praised as "the light of domestic products" by the younger generation of netizens.
As an important carrier of digital consumption, e-commerce platforms have helped some brands with characteristics, stories and consumer understanding to open up a new sales channel in the process of fully supporting and promoting local cosmetics. The accompanying consumption pattern based on user evaluation is gradually expanding. When shopping, consumers tend to get more feedback from different groups of people and decide whether to buy based on product-related reviews.
Therefore, after the goods are sold, the user's feedback on the goods may have a direct impact on the purchase intentions of the remaining consumers, and at the same time, the user evaluation will also have a certain impact on the sales of the product and the interests of the enterprise.
For a large number of product reviews, it takes a lot of time and effort to collect and analyze manually, so it is necessary to develop methods that can automatically process and analyze large amounts of data.
02Comparison of domestic makeup brands
Perfect Diary has the best performance in customer service and logistics services, product color scheme, powder quality and overall shopping experience, and consumers can prioritize Perfect Diary products when considering these attributes.
However, in terms of marketing, the praise rate of Perfect Diary is also significantly higher than that of other brands, from the positive evaluation of "B station", "Little Red Book", "blogger" and other keywords can be seen that the product has the phenomenon of guiding consumption through Internet celebrities on major platforms, while keywords such as "King Glory" and "Fans" can be seen that the brand is good at using "cooperation and co-branding" with popular stars or IP to attract fans to buy, expand sales, and improve the praise rate.
In terms of makeup effect, Perfect Diary products have obvious disadvantages, which are specifically manifested as "severe flying powder", "peeling", "dullness", "feeling so heavy", "not colored and dirty" and so on. Brands need to invest more effort in the research and development of processes and formulas.
The color of fermentation has received a positive rating of 89.29% in the design. Since 2019, the appearance packaging design of fermented products has attracted more and more national attention, and creative designs such as "rose love letter" and "amber shell" have won praise from the majority of makeup users, and fermented color was once praised by netizens as "domestic beauty ceiling".
However, among the other properties, the performance of fermented color is in the middle position. However, since most users who buy cosmetics are always attracted by the exquisite appearance first, consumers can give preference to fermented color when they prefer the appearance design of the product.
Hua Xizi's praise rate in terms of makeup effect is 78.08%, the highest among the five major brands, consumers who pay attention to makeup effect can consider choosing Hua Xizi. However, the overall shopping experience of the brand's users is the worst, and the negative feedback from users is mainly manifested as "bumpy purchase process", "scammers", "the physical product is different from the advertised" and so on.
Hua Xizi brand once welcomed a wave of consumer popularity because of the "national style" series of creative design, but from the comparative analysis results, the biggest disadvantage is that its artistry is greater than practicality, and netizens think that its cost performance is low. Brands should comprehensively improve all aspects of attributes to make customers have a more satisfactory shopping experience.
Hua knows that there is no outstanding performance in all attributes, among which the performance in terms of makeup effect is the worst, with a praise rate of only 46.94%, and negative evaluations mainly include "follow-up is getting drier", "the mind is estimated to be used on the packaging", "the makeup effect is generally feeling" and so on.
Through comparative analysis, the brand's products do not have obvious advantages in the competition of domestic makeup, and the defects of the products are also uneven, so the brand should pay more attention to the quality of its products themselves, rather than making appearances.
Mao Geping is at a disadvantage in terms of design, customer and logistics services, product color matching, and powder, and compared with other brands, it has no outstanding performance in other aspects. In the Internet era, online shopping and online shopping flow accompany symbiosis, logistics speed and customer service has become an extremely important factor in the online shopping experience, Mao Geping can improve the quality of its own product quality, improve the service quality of the brand, so as to improve the overall shopping experience of users.
To sum up, if consumers pay more attention to the overall experience of makeup products, they can choose the perfect diary, but the brand has obvious "over-marketing" phenomenon, and the authenticity of its praise rate remains to be seen; Paying attention to the ornamental nature of the product will be more inclined to choose fermented color and flower knowledge, but the makeup effect of flower awareness also has obvious shortcomings.
If consumers are more rational and pay more attention to product quality, it is recommended to choose Hua Xizi, whose comprehensive performance of powder quality and makeup properties is in the middle and upper position. Through analysis, each brand has obvious advantages and disadvantages, and consumers can choose the most suitable brand according to their preferences and needs; Companies can also improve their own defects to better understand the real needs of consumers, thereby increasing the economic benefits of enterprises.
03 The problem that is now common in domestic makeup products
Brands spend a lot of energy on the design of their products to attract a large number of customers, but the quality of their products is worrying. Product packaging and design are seriously involuted. Beautifully carved and delicate packaging, consumers are mostly paying for these visual enjoyments. However, the major brand products with good-looking packaging are increasingly complained by users, and the coloring and powder of eyeshadow products; moisturizing and coloring durability of lipstick products; The concealment and durability of liquid foundation are the most basic characteristics that beauty products should have.
It is worth noting that among the high-frequency characteristic words of the bad reviews of the top five brands in the comprehensive ranking, keywords describing product quality and practicality account for a large proportion, but in the analysis of the proportion of quality of positive reviews, it can be seen that there are very few positive reviews describing product quality.
Among the many domestic brands, these five brands cannot represent all domestic products in the full sense, but even if there are niche domestic products with superior quality, they will only be "drowned" in the "bells and whistles" of big domestic products.
Enterprises cleverly use consumers' "blind obedience" and "star chasing" psychology to induce consumers to consume impulsively and impulsively give praise.
In the context of the rapid development of the Internet, fan groups communicate closely with each other, and brands take advantage of the fanatical psychology of fans to cooperate with major platform influencers and major traffic stars to launch various activities and carry out "carpet" marketing. Fans tend to spend impulsively and impulsively praise, and the rate of false positive reviews of products is rising rapidly.
The consequence of this kind of marketing activities is: consumers who really need have no way to see the real advantages and disadvantages of the product, so as to choose the product that is really suitable for themselves, so there will be a huge psychological gap after receiving the product, which will cause great damage to the brand's reputation. Any product should put user needs first, and attracting customers through flashy packaging and excessive marketing is in a sense deceptive.
As consumers, it is precisely because they believe that there is still a lot of room for improvement in domestic products that they will shift their attention from Japanese, Korean and American makeup to local brands, and domestic products should recognize their own deviation from the route to meet the real needs of customers.
However, for example, the coloring of eyeshadow products, powder; moisturizing and coloring durability of lipstick products; The concealment and durability of foundation liquid are the most basic characteristics that beauty products should have, and consumers who really need it have no way to see the real advantages and disadvantages of the product under the "carpet" marketing campaign, so as to choose the product that is really suitable for themselves.
Any product should put user needs first, and attracting customers through flashy packaging and excessive marketing is in a sense deceptive. As consumers, it is precisely because they believe that there is still a lot of room for improvement in domestic products that they will shift their attention from Japanese, Korean and American makeup to local brands, and domestic products should recognize the problem of their own route deviation and meet the real needs of customers.