The epidemic has had a great impact on the public’s consumption behavior and attitudes.

The epidemic has had a great impact on the public’s consumption behavior and attitudes. Before the epidemic, effects, ingredients, brand, service experience, and trend-following endorsements were the main factors for online people to consider purchasing. Now during the epidemic, health, safety, expert opinions, and fear of uncertainty have become more reasons for considering consumption. The test of the epidemic has caused the importance of material wealth in values ??to decline rapidly. With the subsequent floods, foreign epidemics and the international situation have become severe, and consumers' psychology has become more conservative and rational.

At the same time, the sudden outbreak of the epidemic has stimulated Chinese consumers' pursuit of quality life. People know how to cherish their current life more, look forward to enjoying life, and boldly pursue beautiful enjoyment and experience, and try new things. At the same time, we will pay more attention to environmental protection and be grateful to nature than before the epidemic.

Based on the consumption attitude of values ??caused by multiple factors, the beauty industry has also burst into new opportunities after the epidemic. (Data window: December 2019 - July 2020) In-depth insights were obtained from nearly two million consumer original discussions, product reviews, purchase motivations, marketing activities and other data to understand the multi-dimensional shape of the beauty industry after the epidemic. trend.

Three major links in the consumer link: inspiration for beauty brands

1. Changes in consumer psychology and behavior during the epidemic

1.1 From anxiety to calmness Respond and stimulate rational consumption

Faced with the risks brought by many uncertainties in 2020, consumer psychology in the post-epidemic era has changed from initial anxiety to a more calm face. Classes in cities at all levels in China Wealth differentiation is complex. The rational consumption concept that only focuses on high quality and low price, the sensory consumption concept of "emphasis on brand, emphasis on style, and emphasis on use" and the perceptual consumption concept of "emphasis on spiritual satisfaction" coexist; the economic downturn will accelerate the Second-tier cities have entered the "fourth era of consumption", that is, a society that attaches great importance to "enjoyment". This concept was first proposed by Miura Shun to describe the overall objective and rational consumption of "low desire" among Japanese young people since 2000. In the post-epidemic era, the post-80s generation in first- and second-tier cities may be the first to start rational consumption similar to the "fourth era of consumption". This rationality is different from the overall objective and rational consumption of Japanese young people. There are three major links in the consumer chain: the purchase of beauty brands Revelation 5 is about subjective rationality under the pressure of high debt. Conspicuous consumption and brand effects have weakened, and products with high cost performance have greater potential.

1.2 Caution about the unknown future reshapes purchasing considerations

Affected by the epidemic, consumers are more cautious about safety, health and the future when purchasing; especially Expert advice becomes more influential. It can be seen from the comparison of online discussions and classifications of psychological motivations for consumption of beauty and personal care products that before the epidemic: effects, ingredients, brands, service experience, and trend-following endorsements are the main factors for online people to consider purchasing. After the epidemic: health, safety, Expert opinions become more reasons to consider consumption. Although consumers' consumption behavior and product demand are being reshaped to be safe and healthy, consumers' yearning for a better life will not change. They still hope to improve their quality of life through high-quality, cost-effective products and value appearance. , stylish design and comfortable experience. Therefore, health and safety have become the main psychological motivations of consumers, while they also pursue the enjoyment of beauty and the small happiness brought by experience.

1.3 Loneliness leads to an increase in social desire and the emergence of new channel opportunities

The loneliness accumulated during the epidemic and isolation period will be greatly released in the post-epidemic era. With the release of dividends from online social needs such as short videos and live broadcasts, various industries have relied on live broadcast platforms to test the waters and begin to lay out their own digital transformation paths. In the post-epidemic era, the live streaming e-commerce model has transformed from an initial means of self-rescue to now a standard for companies to deploy online. In the beauty industry, live streaming as an online purchasing channel has a very high mention rate among first-tier consumers in various cities, and has a higher penetration rate among lower-tier urban consumers.