the "beauty industry" at your fingertips welcomes a new trend
2024-10-06
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manicure, known as the "beauty industry on the fingertips", has always been favored by female consumers. data shows that the market size of my country's nail art industry is constantly rising and is expected to reach 266.2 billion yuan in 2027.
at present, traditional manicure requires trimming, polishing, coloring, baking and other steps in a nail salon, which is not only time-consuming, but also relies heavily on manual operation. compared with traditional manicure, wear-on manicure, as a type of manicure, has begun to be accepted by busy young consumer groups because it can be worn anytime, anywhere, has various styles, and has favorable prices.
"this armor is very white and does not matter skin color." "there are only two types of leopard print armor left. i will try them on for you to see the effect before buying." "the baby made a wish. the red color 'dream wedding' won the lottery, it's full of european style! you can also win a pair of s size armors. "...in the live broadcast room of the e-commerce platform, the easy-to-attach armors are very popular among consumers. favor, the anchors who sell wear armor also have their own unique tricks. some display wear armor based on the messages in the live broadcast room, and some generously give out gift wear armor to "european emperor" in the form of on-site blind box opening.
wearing armor is “hot”
by visiting offline stores and browsing e-commerce platforms, the reporter found that armor merchants with unique skills have launched customized armor models, boxed mechanical armor, handmade armor, etc. consumers can choose according to their own needs. prices also range from a dozen yuan to a hundred yuan.
zhenzhen is a clothing delivery model. she told reporters, "since each set of clothes has a different style, in order to pursue better photo effects, i want to display manicure as part of the outfit. wearing nails is convenient and fast. i have become my good partner. at present, i have bought nearly 20 pairs of armors in various styles such as maillard style, cartoon style, baroque style, three-dimensional relief style, and new chinese style.”
the owner of an online store that wears armor told reporters that she started selling live broadcasts of wearing armor last year. she does live broadcasts for about five hours a day. she usually has a small sales peak before holidays. at most, she can sell nearly two dollars per live broadcast. thousands of suits of armor.
the reporter learned that in the first three quarters of 2024, the sales of products related to the keyword "wearing armor" on the "what's worth buying" platform increased by 25.53% year-on-year. yang xuejie, head of the beauty industry, said that as a subcategory, wearable nails have relatively stable user demand. in recent years, many relevant businesses have actively deployed social platforms and e-commerce platforms. ordinary consumers have paid more attention to the wearable armor market, and its relatively affordable prices can easily attract new users to try it out. in addition, the quality and durability of wearable armor have been significantly enhanced in recent years. at the same time, the design has also shown a trend of more diversification and personalization, which better balances consumers' needs for beauty, convenience and time-saving.
e-commerce boosts sales
the rise in consumer enthusiasm has also brought the wearable armor industry onto a regular path. on june 28 this year, donghai county, lianyungang city, jiangsu province held a press conference on the group standards for hand-wearing nails, providing clear guidance for the evaluation of the wear-on nail industry. as one of the largest handmade armor markets in the country, donghai's handmade armor production will exceed 100 million pairs in 2023, accounting for more than 70% of the country's total output, with sales reaching 3 billion yuan, and its products are exported to europe and the united states. among them, many products have gone global through cross-border e-commerce.
shen xingjuan, director of the nail art professional committee of the jiangsu hairdressing and beauty association, said in an interview with reporters that due to the gradual diversification of nail styles, the age span of people who buy nail polish has also become larger, and the main consumer group is concentrated in 18-30 years old. female consumers in this age group are more sensitive to fashion trends, pursue personalization and diversification, and are more willing to try new beauty methods.
shen xingjuan believes that the convenient shopping experience and user reviews have become the reasons for the popularity of wear a online channels. consumers can browse and purchase wearable armor through the e-commerce platform anytime and anywhere without being restricted by time and location, saving time and energy. the user evaluation and order posting functions on e-commerce platforms allow consumers to understand other buyers’ real feedback on products, including evaluations on quality, style, wearing effect, etc., which helps consumers make more accurate purchasing decisions. .
low price does not mean cheap
at present, the sales price of wearing nails is basically lower than the price of offline manicure. some live broadcast rooms have even launched blind boxes of wearing nails for 9.9 yuan and 19.9 yuan, which has caused some consumers to label wearing nails as "low price". " label.
pan jun, a visiting professor at donghua university, said in an interview with reporters that "low-price" competition for wearable armor is not a long-term development path. although low-priced wearable armor can attract consumers in a short period of time, in the long run, this kind of low-price competition will affect the healthy development of the wearable nail industry. as a fashionable beauty product, wear nails should focus on quality and design, rather than relying solely on price to attract consumers. therefore, although the prices of wearable armor on e-commerce platforms are relatively low, they still need to pay attention to quality and design in order to win the trust and support of consumers.
when talking about "whether the popularity of wearing armor is a manifestation of consumption downgrade", pan jun said that the popularity of wearing armor is not entirely a manifestation of consumption downgrade. he analyzed that as people's pace of life accelerates, more and more people are beginning to pursue convenient and fast beauty and cosmetics products, and wear nail is one of the products that meets this demand. in addition, the design and quality of wearable nails have attracted more and more attention and love from consumers. therefore, the popularity of wearable nails also reflects people's pursuit of beauty and fashion.
author: zhang yugege
source: official platform of consumer daily
