China consumes 430 million yuan of sunscreen products per capita a year
The sun is beautiful, but the strong ultraviolet rays are not. In summer, in addition to ice cream and cold drinks, sunscreen products are people's favorite. It is believed that ultraviolet light is the biggest cause of skin aging and skin diseases. It is necessary to protect your skin with sunscreen products all year round. More and more people like outdoor activities, so sunscreen products such as sunscreen, sun hat and sun protection clothing very popular in China. In 2018, the market for sunscreen products in China exceeded 6 billion yuan. In the future, the demand for sunscreen products will only increase.
Consumer demand and product features are constantly upgrading
The trend of cross-border consumption of sunscreen is becoming more and more obvious, and overseas sunscreen brands are favored. Japanese sunscreen brands are the most popular in 2018, and young consumers after 1995 are the mainstay of buying sunscreen products. From the sales growth of skin care products, sunscreen skin care products grew the fastest, up 203% from the previous year. Because of the wide variety of sunscreens, people have more needs. People like High sun resistance index and light-texture, non-greasy products. If the product has whitening and skin care ingredients, it will be more popular.Today's sunscreen products are more subdivided and technological. For example, some sunscreens target different light bands, as well as physical sunscreens and chemical sunscreens. Uniqlo woven the sunscreen material titanium dioxide into the yarn of the sunscreen garment to achieve an effect of blocking more than 95% of UVA, and the UV protection factor UPF>40.
How to make your products popular with Chinese consumers
● Clever use of the trend to make products highly exposed
When foreign brands enter China, they must first increase their popularity. Brands can increase their exposure by using popular events or topics for marketing. WETCODE is a brand that focuses on skin hydrating and is less well known in terms of sun protection. But WETCODE took advantage of the eclipse, creating topics on official pages and social media, which caught people's attention and finally sold 17,000 sunscreens in 17 days.
● Event marketing, creating enough topics
Event marketing can present the functions and effects of products to consumers in a more interesting and creative way, so that consumers can better understand product information. Last year, CHANDO launched the “Challenge Himalayan” topic on Weibo, inviting Chinese star Zheng Kai to use their sunscreen to challenge the sunburn on the plateau for 72 hours. CHANDO publishes a video of Zheng Kai's various outdoor tasks every day, allowing people to recognize the efficacy of the product while feeling the excitement.
Marketing methods that increase your brand awareness include social marketing, word of mouth marketing, and so on. TOJAR, a professional digital marketing company with experienced marketing planning team, can use various marketing methods to enhance brand awareness, and also provide a series of business services such as risk control to help you solve various sales problems and smoothly open the Chinese market.