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Rupa Islan
Jul 30, 2022
In Welcome to the Tech Forum
NetEase Aesthetics is a high-quality beauty community launched by NetEase. Users can share beauty products, write experiences, edit collections on NetEase Aesthetics, and provide related functions such as long grass, collections, product reference prices, and purchase links. The community has both UGC and PGC content production. The entry Buy email list and sharing of beauty experts strengthens the professionalism of community content. Netease Aesthetics organizes and presents the content to form a beauty knowledge system, which aggregates 300,000 beauty products. Known as the "Knowledge of the Beauty Industry". Product icon: The lips are composed of two hearts with different color numbers, conveying the message "Here, straight men can distinguish color numbers". Product slogan: Discover the beauty that suits you Product positioning: a vertical social platform that provides professional, authentic and authoritative beauty content 2. Background analysis (1) User demand in the beauty cosmetics market exploded, and online transaction volume continued to rise According to iResearch's "White Paper on Chinese Women's Digital Fashion Users (Beauty)", in 2015, China's cosmetics retail transaction scale was 484.39 billion yuan, and it has maintained steady growth year after year. Compared with traditional offline channels, the proportion of e-commerce, overseas shopping, and personal purchasing in consumers' purchasing behavior has increased. The beauty industry has a huge user base and strong demand. At the same time, with the rise of consumption power and the change of consumption concept, the male personal care market has also been opened. Sales of men's personal care products in China rose 7 percent in 2015, outpacing the overall 5 percent increase. Men's demand for personal care and beauty will grow stronger with the growth of the new generation. Searching for beauty brands such as "Estee Lauder" and "Innisfree" through Baidu Index, the search trend also shows that mobile searches are generally 2-3 times higher than PC searches, which once again confirms the changes in users' search habits. (3) There are many categories of beauty products, and users’ purchasing decisions are greatly affected by word of mouth Beauty products vary widely in terms of brand, price, function, ingredient, method of use, and effect. Consumers often refer to the preparation before purchasing beauty products as "doing homework", which also reflects the information asymmetry in the beauty market. According to a survey conducted by iResearch on 2,312 female users at the end of 2015, the factors that stimulate consumers to buy beauty products are, from high to low, friend recommendation, promotional activities, product advertisement, celebrity recommendation, advertising promotion and celebrity display. Although different user groups have different sensitivities to these factors, word-of-mouth communication is always an important factor influencing the purchasing decisions of beauty consume
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Rupa Islan

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