Beauty devices lead the personal care small home appliance race, what are the brand's growth strategies?
Beauty devices lead the personal care small home appliance race, what are the brand's growth strategies?
Community Marketing Research Institute
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2023-03-24
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The irreplaceable value of a product manager is the ability to accurately identify and meet user needs, translate those needs into products, coordinate resources to drive product implementation, and create business value.
In recent years, consumers' demand for beauty and personal care has become increasingly refined, giving rise to many segmented categories. After more than ten years of market education, what are the demands of consumers for beauty devices, and what is the competitive situation of the beauty device market? Beauty devices lead the personal care small home appliance race, what are the brand's growth strategies?
Personal protective small appliances are definitely one of the strongest categories in the small appliance market.
Firstly, in recent years, consumers' personal care needs have become increasingly refined, giving rise to more and more opportunities for segmented product categories. From 2017 to 2022, the e-commerce penetration rate of China's personal care equipment market has increased from 43.8% to 62%. The categories of water flossers, waist and neck massagers, hair dryers, skin shovels, facial wash devices, hair removal devices, beauty devices, etc. are moving towards greater convenience, intelligence, and comfortable experience.
Especially beauty and body care devices such as beauty and hair removal machines have shown very good growth performance across all channels. From 2019 to 2022, traditional e-commerce channels such as Tmall, JD.com, and other beauty and body equipment increased from 7.6 billion yuan to 11.9 billion yuan, with a compound growth rate of 16.35%. Taking Tiktok as an example in live broadcast e-commerce, its sales of beauty and body care instruments will reach 3.269 billion yuan in 2022, with a year-on-year growth of 102.22% in 2022Q4.
Beauty devices entered the domestic market around 2010, and after several product iterations and consumer education, they have now entered a stage where domestic substitution has gradually become mainstream and the dominance of overseas big brands has loosened.
The outbreak of beauty salons in recent years also benefited from more stringent face value management of consumers. Research from clove doctors and iResearch shows that a large proportion of consumers with anti-aging needs or light medical experience will choose beauty salons as a normalized anti-aging product.
So, after more than ten years of market education, what are the demands of consumers for beauty devices, and what is the competitive situation of the beauty device market? What opportunities do domestic brands have to overtake in such a category with high technological barriers and average customer orders?
1、 What are the driving factors for household beauty devices to become a star category for small household appliances?
Personal care small appliances have been one of the fastest-growing segments in the home appliance industry over the past five years, especially during the three years of the pandemic.
According to Euromonitor, in 2017/2018/2019/2020/2021/2022, the market size of personal care small appliances reached 277/309/343/359/367/389 billion yuan respectively, with an average annual compound growth rate of 7.04%.
In the field of personal care small appliances, beauty devices, hair removal devices, and hair dryers are the largest and fastest-growing categories in the market, with beauty devices accounting for 51.75% and hair removal devices accounting for 33.1% in 2022.
Source: Magic Mirror Market Intelligence Research
Unlike the rapidly growing but rigid demand for cleaning small appliances, personal care small appliances are an upgraded demand type product (non essential) aimed at improving the quality of life, driven by consumers' greater emphasis on appearance management.
In the field of personal care and small home appliances, taking the category of beauty devices as an example, which has the largest market capacity and second only to hair removal devices in terms of market growth rate, due to its combination of skincare products and small home appliances, beauty devices were the only subcategory in the beauty and personal care sector to maintain an increase in food ingredient share during last year's Double Eleven period.
At the same time, whether for practical efficacy or in consumer perception, existing home beauty products will have associated consumption with common skincare products/light medical beauty, which is a manifestation of consumers using more comprehensive and refined means to manage their appearance:
1. Consumers with anti-aging needs will upgrade and supplement the beauty instrument as skin care products
Anti-aging needs tend to be younger and more daily. The main age group for anti-aging is between 18-35 years old, but 25 years old is a watershed. Young people under 25 years old (post-95s, post-00s) have a growing awareness of anti-aging, while after 25 years old, most of them have mild mature and mature skin. The speed of facial collagen synthesis slows down, and wrinkles, yellowing, sagging, and sensitivity are the main skin problems they face.
Source: Dr. Dingxiang
According to the Research on Cognition of Household Beauty Instrument and anti-aging Consumer Behavior by Doctor Lilac, 85% of consumers with anti-aging needs will choose functional skin care products, and 20% will try household beauty instrument.
2. Consumers who have a habit of regularly undergoing light medical beauty treatments will use beauty devices as a means to maintain and care for them
What is light medical beauty? According to iMedia data, non-surgical light medical beauty projects include injection based (hyaluronic acid, botulinum toxin, collagen, etc.), laser based (photon rejuvenation, Thermage, Thermage lifting), and others (skin/body care, thread carving). These projects have minimal trauma and fast recovery, and in 2021, non-surgical medical beauty projects accounted for 52%.
According to iResearch's research, the most preferred product information for users considering purchasing home beauty devices includes: 20% want to know if/how medical beauty and beauty devices can be combined, and 48% want to know under what circumstances/skin conditions beauty devices cannot be used; More than 36% of medical beauty consumers purchase beauty devices as a response to skin aging.
In fact, when the epidemic has caused a huge impact on the offline beauty service industry, it has also stimulated consumers' demand for home use of beauty salons. With more sophisticated facial management and anti-aging needs, home beauty salons have successfully become the most promising segment of small household appliances/skin care consumer goods.
Source: Dr. Dingxiang
2、 As a category with high technological barriers and high customer orders, how can brands tap into market potential for beauty devices?
It can be seen from the above that the household beauty instrument itself has strong functionality (focusing on specific beauty functions: anti-aging), high technical barriers (involving skin, photoelectric, chemical, biological engineering technology), high customer order (mainstream price is 2k-5K) and other categories of genes, and it is also a personal care demand driven by the beauty economy to improve the quality of life.
1. RF beauty devices with comprehensive functions have become mainstream, and there is still room for iteration in product technology
From the perspective of industry development, since Panasonic's introduction of beauty devices into the Chinese market in 2010, beauty devices have gone through the stage of market education and popularization. However, beauty device products still have a lot of room for iteration (whether it is technological optimization or meeting user pain points).
At present, household beauty devices are mainly equipped with three mainstream technologies: radio frequency, microcurrent, and light. Among them, radio frequency technology has been proven by the medical community to have the effect of achieving facial rejuvenation. Radio frequency beauty devices with a unit price of over 2500 yuan have already occupied more than 80% of the market share. According to Gfk Zhongyikang, in recent years, basic skincare electronic beauty devices are no longer popular among consumers, and comprehensive skincare RF devices are the main trend.
The principle of the radiofrequency beauty device is that radiofrequency acts on the skin, and the heat generated by electromagnetic waves can heat the dermis layer. After heating, the collagen under the skin will contract and tighten, and promote the regeneration of collagen cells.
EMS microcurrent technology is also capable of addressing issues such as collagen loss and skin sagging. It uses weak current to stimulate muscles and lymph nodes, achieving effects such as muscle contraction, edema reduction, and skin tightening. Its representative product is the facial massager.
In addition, to solve different skin problems of consumers, common technologies and corresponding functions used in home beauty devices on the market also include: laser (hair removal), LED phototherapy (yellow light fading spots, blue light acne removal, red light wrinkle removal), steam/atomization (cleaning pores, moisturizing), sound waves (deep cleaning, maintaining skin elasticity), ion import/export (promoting skin care product absorption and dirt removal).
2. The industry landscape presents a trend of domestic substitution, with mainstream prices concentrated upwards
In addition to changes in products and technology, the landscape of the beauty device industry is also undergoing a reshuffle, with emerging domestic brands gradually breaking the monopoly of overseas brands.
Although overseas brands led by YAMAN dominate the electronic beauty device market due to their brand positioning and technological barriers, domestic brands are gradually increasing their contribution to the 1.5-5k price range where competitors are concentrated due to their cost-effectiveness advantage. According to Magic Mirror data, after 2021, the competitive price range for beauty devices has shifted from 1.5-5k to 3k-4k with greater precision, and consumers are more inclined towards higher priced products.
Among them, domestic emerging brands such as FLOSSOM, AMIRO, and Ulike have emerged. According to Magic Mirror data, the market share occupied by domestic brands has increased from 21.8% to 35.8% in 2021-2022. During last year's Singles' Day holiday, domestic brands had already occupied three of the top 5 sales positions in the household beauty device category.
3. Core strategy for brand growth: Increase R&D investment and communicate with users
From the perspective of market strategy, brands not only need to strengthen research and development investment, but can also focus on improving efficiency, user convenience, and intelligent experience in specific facial areas to enhance technological barriers.
For example, a product with the model YAMAN YJFS16RF, called the Golden Ring RF Generator. This product will occupy a market share of up to 10.2% in the electronic beauty device market from July to December 2022. As an upgraded version of YAMAN PRO, it has more comprehensive and powerful functions: it can target facial areas including fading forehead wrinkles, reducing eye wrinkles, lifting jawlines, and comprehensively deal with the problem of loose/drooping/wrinkled skin.
At the same time, two skincare modes are also designed to meet consumers' "lazy skincare" needs: the 6-minute lazy mode can gradually establish skin tolerance, and the 10 minute POWER mode can adjust the output energy wave according to different skin conditions.
The powerful skincare functions and intelligent temperature control technology mentioned above have enabled the Golden Ring RF generator to achieve a market share of 22% in the 3k-5k price range.
On the other hand, many reasons such as unfamiliarity with the field of beauty device technology, high customer demand, and non essential needs make users' decision-making time longer. Brands need to strengthen communication with users, transform the working principles of home beauty devices across multiple disciplines such as dermatology, clinical medicine, optoelectronics, biology, etc. into easy to understand popular science information, establish industry standards for consumers to distinguish between good and bad products, establish a professional image of the brand, and reduce its decision-making costs.
For example, live streaming e-commerce is the most frequently mentioned channel by consumers. In addition to the low prices or gifts in the live streaming room, the trust halo that the anchor brings will further reduce consumers' decision-making costs.
An interesting phenomenon is that during last year's Singles' Day, the star products of top brands such as Miguang Level 6 RF, Yameng Max Second Generation, and Chupu Miracle S+Eye Lifting RF Beauty Device were mainly contributed by influencers, with Yameng, the brand with the highest self broadcasting contribution rate, accounting for only 33%.
But different from the marketing method commonly used in the skin care industry, the beauty instrument, as a kind of medical device, will also choose some healthy and medical KOLs, such as clove doctor, to launch in addition to conventional grass planting such as Xiaohongshu and Tiktok, so as to enhance the professionalism and safety of the product.
Source official account: Community Marketing Research Institute (ID: Community_Marketing), insight into community consumption
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美容仪领跑个护小家电赛道，品牌有哪些增长策略？
过去这几年，消费者对于美妆个护的需求越来越精细化，随之诞生了许多细分品类。经过十来年的市场教育，消费者对美容仪有何诉求，美容仪市场发展到了怎样的竞争局面？美容仪领跑个护小家电赛道，品牌有哪些增长策略？
个护小家电，绝对是小家电赛道表现最坚挺的品类之一。
首先，过去这几年消费者的个护需求越来越精细化，这诞生了越来越多的细分品类机会。2017-2022年，中国个人护理仪器市场电商渗透率由43.8%提升至62%，水牙线、腰颈按摩仪、吹风机、铲皮机、洗脸仪、脱毛仪、美容仪……个护品类整体朝着更便捷、更智能、体验舒适的方向迈进。
尤其是美容仪、脱毛仪这类美容美体仪器，在全渠道都有非常不错的增长表现。2019-2022年天猫京东等传统电商渠道美容美体仪器由76亿增长至119亿元，复合增长率达16.35%。直播电商中以抖音为例，其2022年美容美体仪器销售额达32.69亿元，2022Q4销售额同比增长102.22%。
美容仪在2010年左右已进入国内市场，经过数次产品迭代和消费者教育，如今已迈入国产替代渐成主流、海外大牌统治地位松动的阶段。
最近几年美容仪的爆发，还要得益于消费者更加严苛的颜值管理，来自丁香医生及艾瑞咨询的调研显示，有抗老需求或有过轻医美经历的消费者，有大比例会选择美容仪作为常态化抗老的产品。
那么，经过十来年的市场教育，消费者对美容仪有何诉求，美容仪市场发展到了怎样的竞争局面？在这样一个技术壁垒、客单均高的品类赛道里，国产品牌有何弯道超车的机会？
一、家用美容仪成为个护小家电明星品类，有哪些驱动因素？
个护小家电是过去五年、尤其是疫情三年增长最快的家电细分赛道之一。
据Euromonitor，2017/2018/2019/2020/2021/2022年，个护小家电市场规模分别达277/309/343/359/367/389亿元，年均复合增长率达7.04%。
在个护小家电的赛道上，美容仪、脱毛仪、吹风机是市场容量最大、增速最快的品类，2022年美容仪占比51.75%，脱毛仪占比33.1%。
来源：魔镜市场情报调研
和清洁小家电这类同样增长很快、但偏刚性的需求不同，个护小家电是一种为提升生活质量的升级需求型产品（非刚需），有消费者更加注重颜值管理的因素驱动。
在个护小家电赛道中，以市场容量最大、市场增速仅次于脱毛仪的品类美容仪为例，由于美容仪兼具护肤品+小家电的属性，是去年双十一期间美妆个护板块唯一保持食材份额增长的子类目。
同时，无论是出于实际功效，还是在消费者认知中，现有的家用美容仪产品会与常见护肤品/轻医美产生连带消费，是消费者动用更加全面、精细化的手段管理颜值的表现：
1. 有抗老需求的消费者，会将美容仪作为护肤品的升级和补充
抗老需求有年轻化、日常化的趋势。抗初老的人群主要是18-35岁之间，但25岁又是一个分水岭，25岁以下（95后、00后）的青春肌人群，抗初老的意识不断高涨，而25岁以后大多伴有轻熟肌和熟龄肌，面部胶原蛋白合成速度变慢，皱纹、皮肤泛黄、松弛、敏感是其面临的主要皮肤问题。
来源：丁香医生
据丁香医生《家用美容仪认知及抗老消费行为调研》，针对有抗老需求的消费者，85%会选择功效性护肤品，有20%会尝试家用美容仪。
2. 有定期进行轻医美习惯的消费者，会将美容仪作为轻医美术后保持、维养的手段
什么是轻医美？据艾媒数据，非手术类轻医美项目包括注射类（玻尿酸、肉毒素、胶原蛋白等）、激光类（光子嫩肤、热玛吉、热提拉）、其他（皮肤/身体护理、线雕），这类项目创伤小、恢复快，2021年非手术类医美项目已经占比52%。
据艾瑞咨询调研，考虑购买家用美容仪的用户最偏好的产品科普信息包括，20%想知道医美和美容仪能不能/如何结合使用，48%想知道哪些情况下/皮肤状态下不能使用美容仪；有超36%的医美消费者购买美容仪作为皮肤老化的应对措施。
实际上，疫情导致线下美容服务业遭受巨大冲击时，也激发了消费者居家使用美容仪的需求，综合更加精细化的面部管理以及抗老需求，家用美容仪成功跻身最有增长潜力的小家电/护肤消费品的细分赛道。
来源：丁香医生
二、美容仪作为技术壁垒高、高客单的品类，品牌如何挖掘市场潜力？
由上可见，家用美容仪本身具有功能性强（主打特定美容功能：抗老）、技术壁垒高（涉及到皮肤、光电、化学、生物工程技术）、客单高（主流价格在2k-5K）等品类基因，同时也是由颜值经济催生、提升生活质量的个护需求。
1. 具有综合功能的射频美容仪成主流，产品技术仍有迭代空间
从行业发展历程看，自2010年松下美容导入仪进入中国市场以来，美容仪已走过市场教育、市场普及的阶段，但美容仪产品还拥有较大迭代空间（无论是技术优化还是用户痛点满足）。
目前家用美容仪主要搭载射频、微电流、光三大主流技术，其中射频技术被医学界证明有实现面部年轻化的效果，客单价达2500元+的射频美容仪已经占据80%以上的市场份额。另据Gfk中怡康，这几年基础护肤性电子美容仪产品不再受消费者追捧，综合性护肤类射频仪是主要趋势。
射频美容仪的原理在于，射频作用于皮肤，电磁波产生的热能可以加热真皮层，加热以后皮下的胶原蛋白会收缩拉紧，并促进胶原细胞新生。
能够应对胶原蛋白流失、皮肤松弛问题的，还有EMS微电流技术：利用弱电流对肌肉和淋巴的刺激达到收缩肌肉、去水肿、提拉紧肤效果，代表产品是脸部按摩仪。
另外，为解决消费者的不同皮肤问题，市面上家用美容仪采用的常见技术和相应功能还包括：激光（脱毛）、LED光疗（黄光淡化色斑、蓝光祛痘、红光去皱）、蒸汽/雾化（清洁毛孔、补水保湿）、声波（深度清洁，保持肌肤弹性）、离子导入/导出（促进护肤品吸收、促进污垢排出）。
2. 行业格局呈现国产替代潮流，主流价格带向上集中
除了产品及技术端的变化，美容仪行业格局也在洗牌，呈现出国产新锐品牌逐渐打破海外品牌的垄断局面。
虽然以YAMAN为首的海外品牌因品牌定位、技术壁垒主导着电子美容仪市场，但在市场竞争者集中布局的1.5-5k价格带，国产品牌因性价比的优势正逐渐提升对该价格带的贡献占比。据魔镜数据，2021年以后美容仪的竞争价格带已由1.5-5k更精准地集中到3k-4k，消费者更倾向高价位的商品。
这其中已经涌现出FLOSSOM花至、AMIRO觅光、Ulike等国产新锐品牌。据魔镜数据，2021-2022年国产品牌占据的市场份额已从21.8%提升至35.8%。在去年双十一期间，国产品牌已经占据家用美容仪类目销量TOP5中的三席。
3. 品牌增长核心策略：增大研发投入&与用户沟通
从市场策略看，品牌不仅一方面需要加强研发投入，可以入手的方向包括：针对特定面部区域提升功效、使用便捷度、智能化体验等维度提升技术壁垒。
例如一款型号为YAMAN YJFS16RF，名为黄金五环射频仪的产品。这款产品在2022年7-12月占据电子美容仪市场份额高达10.2%，作为YAMAN PRO升级版产品，功能更全面、更强大：能够针对的面部区域包括淡化抬头纹，淡退眼周纹，提拉下颚线，可以综合应对皮肤松/垂/皱的难题。
同时还设计两种护肤模式，满足消费者“懒人护肤”：6分钟懒人模式可以逐步建立肌肤的耐受性，10分钟POWER模式可以针对不同肌肤状况自行调节输出能量波。
上述强大的护肤功能和智能控温技术，让黄金五环射频仪在3k-5k价格段市占率达到22%。
另一方面，美容仪技术领域陌生、客单高、非刚需等诸多原因让用户决策时间较长。品牌更需要加强和用户沟通，将家用美容仪横跨皮肤学、临床医学、光电物理学、生物学等多学科的工作原理转化为浅显易懂的科普信息，建立消费者辨别产品良莠的行业标准，树立品牌专业形象，减轻其决策成本。
例如，直播电商就是消费者提及频率最高的种草渠道，除了直播间的低价或赠品吸引，主播自带的信任光环也会进一步降低消费者的决策成本。
非常有意思的现象是，在去年双十一期间，头部品牌各自的明星产品如觅光六级射频、雅萌max二代、初普奇迹S+眼部提拉射频美容仪都主要是由达人带货贡献，品牌自播贡献比例最高的雅萌也只占33%。
但与护肤行业惯用的营销打法不同的是，作为类医疗器械的美容仪，除了小红书、抖音等常规种草，还会选择一些健康、医疗垂类的KOL如丁香医生等进行投放，增强产品的专业性与安全性。
来源公众号：社区营销研究院（ID：Community_Marketing），洞察社区消费
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