Analysis of Baidu keywords searches showed that over 70% of online searches in China are non-brand terms.
Consuming habits shifting
The emergence of the middle-class
As the Chinese market is evolving with the emergence of the middle-class, the growth of ecommerce especially thanks to WeChat, Sina Weibo, Alibaba’s (Taobao, Tmall and Tmall Global), JD.com, the Chinese consumers purchasing habits are shifting. The newest generations are getting more and more internet savvier than their elders, and they have the tendency to favor online purchases than the traditional mortar-and-bricks stores. The user-friendliness of WeChat, Alipay and online retail platforms such as Alibaba’s and JD.com is a major factor of such a change. With over 700 million Chinese internet (and mobile) users, the online platforms are reshaping the Chinese market.
The growing influence of western and foreign fashion and beauty, especially from Europe, the US and South-Korea is prompting new demands from the Chinese consumers that are now paying more attention to their looks than they used to. The influence of K-pop and Korean drama in line with the brand promotion from Korean beauty industry is redefining the Chinese consumers interests for fashion and beauty. This ascending trend has been monitored on the Chinese number one internet browser Baidu (Chinese equivalent of Google). Keywords searches analysis found out that over 70% of Chinese consumers search non brand keywords on the internet (mobile & desktop). 58% of these non-brand related searches are about non-product searches and guides.
Top cosmetic related online searches
- Nail and eyebrow tutorials.
- Many users seemed not to be able to figure out the difference between BB cream, foundation, primer and cushion compacts.
- Chinese consumers are looking for convenience so products are becoming more and more diversified.
- Fashion & beauty are becoming even more important nowadays, especially the looks.
- Drama (like Korean dramas) and celebrities are leading the new fashion.
50% of the searches are for cosmetic tutorials !
The analysis further proved that about 50% of the searches are for cosmetic tutorials and methods, regardless of whether they come from smartphones or desktop computers. These Baidu based analysis of the keywords searches carried out by the Chinese consumers are indicating a significant consumption shift, focused towards non-brand terms, make-up and beauty tutorials rather than branded cosmetics and make-up products. The Chinese consumers seem to be on the verge of getting more and more cosmetic and make-up savvier than in the past, which is more likely to reshape their purchasing habits, looking for more convenient cosmetic and beauty products.