Increase the amount of information through market research and modify the prior probability, thereby improving decision-makers' grasp of future possibilities and achieving the purpose of reducing decision-making risks. So below is the cosmetics market research plan I compiled. Just follow me and take a look. I hope you all like it. Cosmetics Market Research Plan 1

As a special living environment, the campus creates a special cultural atmosphere. According to the definition of society, the campus can be understood as a society in a narrow sense. This society has its own The existing model is that compared to the society outside the school, the society inside the school is more simple and generalizable. Since consumer behavior is regular, we can make the problem more concrete through a survey on the cosmetics market.

1. Introduction:

Millions of college students across the country have formed a special group in a special living environment and created a kind of special cultural atmosphere. This type of group not only has huge consumption potential now, but will also become the mainstream of social consumption in a few years. Paying attention to the student market and cultivating brand loyalty from the student days will inevitably become a top priority for all businesses.

However, due to the particularity of the student market, common sense cannot be used in publicity strategies. What are the characteristics of the student market? Based on such characteristics, what kind of marketing strategy should we give?

2. Investigation of the basic situation:

With this question, we are Zhuzhou Institute of Technology conducted a targeted market survey, that is, a study on the campus cosmetics market. We issued 636 questionnaires, including 610 valid questionnaires. The target objects of this questionnaire survey are concentrated consumers and high population density. , purchasing decisions are carried out in girls' dormitories where purchasing decisions interact with each other. This type of consumers can easily form loyalty to the brand. On the surface, the purpose of the survey is to understand the use of girls' cosmetics and to get a thorough understanding of the cosmetics and makeup market. But in essence, we I want to understand the consumer psychology and consumption characteristics of college students through this survey. As for the sampling method, we adopted random stratified sampling, randomly selected 318 dormitories in the girls' dormitory, and distributed two questionnaires to each dormitory. The survey object selected a domestic cosmetics brand--Color Zone. Funding for the survey was sponsored by Color Zone. This brand has low prices, a wide variety of products, and bright colors, making it very suitable for students.

3. Analysis of questionnaire survey results:

1. Market capacity

Before talking about the market capacity of cosmetics, we first mention a "leading consumer group" " concept, that is, a group that plays a role model in a certain type of consumer behavior. From the information fed back in this questionnaire, we can see that there are great differences in consumer behavior due to different departments. School of Packaging Design , School of Economics and Management, Department of Law, Department of Foreign Languages ??and other liberal arts majors, and science majors such as Department of Civil Engineering, School of Mechanical Engineering, Computer Department, Department of Information, etc., there is a huge difference. According to the data, the proportion of people who have used makeup Accounting for 51.5%. But behind the numbers, we can see that the proportion of students in packaging design, economic management and other majors who use makeup can be as high as more than 65%, while the proportion of students in majors such as civil engineering and mechanical colleges who use makeup is only about 32%.

Market capacity refers to the product of the total market volume and the brand's market share. Let’s set the total market volume as G and the market share as N. If we look at all consumers, the market capacity of engineering colleges is about 51.5%GN, but only for liberal arts departments such as design and design, the market capacity is 65%G85 %N is multiplied by 85% because 85% of the female students in the school are in these liberal arts majors.

In comparison, 65%G85%N>51.5%GN. We can see from the numbers that if we target students majoring in liberal arts, we will have a larger market and spend less on promotional activities.

Through this survey, we have tentatively designated the School of Packaging Design as a 'leading consumer group'. If we can allow students from the Department of Packaging and Design to drive the consumer trend in the relatively closed market of the School of Engineering, students from other departments will Students will be influenced by them and participate in them. The reason why the School of Packaging Design is designated as a leading consumer group is because their professional characteristics have led to their special consumption habits. They spend a lot of money on novelty and the pursuit of fashion. They spend more than any other major. students think it’s worth it.

In addition to the capacity of the consumer group, the market capacity also includes the capacity of the potential consumer group. Among people who do not use makeup, we define them as potential consumer groups. The number of individuals in this group is considerable, accounting for 48.5% of the total. %, through the feedback from the questionnaire, we learned that the main reason why they do not use makeup is: 'I think plainness is also a kind of beauty, and there is no need to deliberately modify it. ’ 55.6% of potential consumers chose this item; ‘I’m usually too busy to put on makeup’ and ‘I don’t know how to put on makeup’ also accounted for 29.4% and 27.6% respectively. Although they do not use makeup, most people do not think that "it is not worth spending money on this". Only about 3% of people choose this option, which shows that not using makeup may be a very helpless choice. The subconscious mind still yearns for it. After all, it is women's nature to love beauty, but in reality there is no reason for them to act. If we can find such a reason, potential consumers will immediately become actual consumers.

Judging from their options, 'thinking that there is no need to deliberately retouch' is an important misunderstanding currently. In the later publicity activities, we should firmly grasp this appeal point and tell them that makeup will Making them more beautiful will give them more confidence. The two points of "no time to put on makeup" and "not knowing how to put on makeup" also have great business opportunities for us. The fact that we don’t have time to put on makeup is actually because we don’t know how to put on makeup, so in the final analysis, students generally lack knowledge about makeup. If we can provide some lecture-type services, it will undoubtedly be of great help to the establishment of the consumer market.

2. Brand awareness

In terms of brand awareness of Color Zone, that is, the number of people who have heard of Color Zone, although the data has reached 40%. However, in actual purchasing behavior, the brands chosen by consumers are overwhelmingly Maybelline and Avon. Only a small percentage of people use or purchase color zones. This made us deeply realize that the brand image of Color Zone has not yet been established among the students of the College of Engineering. Although there is a little brand impression, it is not enough to affect their purchasing behavior, so we should strengthen the development of promotional activities, starting with this Promote it among 40% of the people, because only they will buy it in the first time.

When it comes to choosing cosmetics at a certain price, students concentrated on mid- to low-end prices, and very few chose high-priced products. For example, long-established cosmetics brands like L’Oreal pay attention to the expression of identity and return to elegance in their brand appeals. The products are mostly in stable and mature colors. The prices of these brands are very high, and almost no students will choose to buy them. Red Globe and Maybelline are basically following the light color route that represents the youth of young people, and their product colors are mainly pink. The same is true for Color Zone, the price is mid-range, so students have a high possibility of choosing.

As the number one brand in the domestic cosmetics market, Maybelline has firmly captured people's hearts and captured most of the market share. It is not easy for Color Zone to get a share of the pie. But that doesn’t mean there are no opportunities. For example, we are working hard on terminal sales. No matter how popular the Maybelline brand is, there is currently no publicity or promotional activity for the College of Engineering. If Color Zone seizes such opportunities, it can grow bit by bit. Divide the market share, starting from the engineering college and extending to the entire Zhuzhou market. Therefore, in terms of advertising, Zhuzhou Color should pay more attention to investment in sales terminal promotion, that is, use products to directly face consumers. Therefore, promotional activities should be done more and must be done more. Cosmetics Market Research Plan 2

The cosmetics industry is one of the earliest industries opened to the outside world in China. It has developed rapidly after the reform and opening up, with a large number of companies and fierce market competition. At present, there are about 5,000 domestic cosmetics manufacturers, among which small and medium-sized cosmetics companies account for the total number, but their market share is less than 20%. The overall market of the cosmetics industry is relatively fragmented, and brands with more than 1% share are already relatively well-known and common brands in the market.

At present, the domestic cosmetics market is mainly occupied by foreign-funded enterprises. Although foreign brands have an advantage in the field of traditional cosmetics, due to the large overall capacity of the cosmetics industry and the diversity and ever-changing consumer demands, local brands can still rely on a clear and accurate understanding of local culture and an accurate grasp of consumer psychology. The brand positioning has made great progress in certain segments and even achieved a leading position. Local brands such as Xiangyi Herborist have gradually occupied a certain market share in the domestic skin care product market and are growing and developing rapidly.

According to market research, China currently has more than 5,000 cosmetics companies and about 20,000 cosmetics brands. A large number of small brands that do not have production capabilities will seek cooperation with OEM companies; on the other hand, a large number of beauty and hairdressing institutions Large-scale stores and daily chemical chain companies also have high demand for ODM. It can be said that the local daily chemical ODM market has broad development space. China has long been considered the world's factory. Because they do not master the core technology of product development, they can only earn the lowest manufacturing fees in the global industrial chain with low labor. In the daily chemical industry, this phenomenon is equally obvious. Market research shows that among the many daily chemical ODM companies in China, there are very few companies with considerable scale and strength; and there are even fewer professional daily chemical ODM companies with large R&D capabilities and independent intellectual property rights.

my country’s cosmetics sales will continue to grow in the next five years, reaching approximately 314.2 billion yuan in 2018, with a compound annual growth rate of 9.8% from 2014 to 2018. Although the growth rate is gradually slowing down, the resulting space for scale expansion kits is still huge, indicating that my country's cosmetics market has huge development potential. During the "Twelfth Five-Year Plan" period, the cosmetics industry will optimize its product structure and adapt to market demand. The cosmetics market is characterized by rapid changes and great potential. It is market-oriented and timely adjusts the product structure to adapt to market demand. It vigorously develops new products with the goals of improving quality, enhancing efficacy, and expanding varieties, and accelerates adjustments during product maturity, development, and decline periods. pace, maintain the output value share of new products at no less than 20%, and increase the added value of products. On the other hand, we should enhance our independent innovation capabilities and strive to cultivate national brands. Strive to cultivate 2-3 brands with international reputation and competitiveness. The number of "Chinese brand" products has increased to 20, and the number of "well-known trademark" products has increased to 30. More products have entered the provincial "famous brand products" and the provincial "famous trademarks" "Cavalcade.

This research consulting report is led by Yubo Intelligent Industry and is based on a large amount of careful market research. It is mainly based on the National Bureau of Statistics, the Ministry of Commerce, the National Development and Reform Commission, the National Economic Information Center, and the Development Research Center of the State Council. , the State Administration of Customs, the National Business Information Center, the China Economic Prosperity Monitoring Center, the China Report Hall, basic information from relevant domestic and foreign newspapers and magazines, a large amount of information published and provided by cosmetics industry research units, as well as surveys and visits to companies in the industry A large amount of first-hand information was obtained to analyze the development status, supply and demand situation, competition pattern, profitability level, and development trends of my country's cosmetics market. The report focuses on analyzing the research and development, production and sales, strategies, and operating conditions of the top ten cosmetics companies. The report also predicts the risks of the cosmetics market, provides new investment opportunities and reference operating models for cosmetics manufacturers, circulation companies and retailers, and provides an accurate understanding of the current situation in China for economic entities and other units that want to engage in capital operations in the cosmetics industry. The development trend of the cosmetics industry has important reference value in grasping the company's positioning and development direction.

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