2017百度头发护理行业报告.pdf

HAIRCARE INDUSTRYBAIDU SEARCH REPORTBAIDU IMS百度整合营销策略部2016-2017FOREWORD DATA SOURCE:BAIDU SEARCH VOLUME OF KEY WORDS TIME PERIOD:2015.03-2017.02 YOY GR:2016.03-2017.02 vs.2015.03-2016.02Category YOY growth rate21%Mobile Share94%Average 89%4Numbers about Hair CareDaily Search2.2 MILMobilegrowth rate40%Data Source:Baidu PV0%10%20%30%40%50%60%70%80%90%100%0100000002000000030000000400000005000000060000000700000008000000090000000100000000PCMobMob%Growth of last 12 months:21%(most came from mobile,especially with hair style).89%search traffic came from mobile(highest checked in 2017,94%).Search Peak Period:Spring festival(hair style)&Summer(hair problem).Hair Care Industry Search TrendThe coming report coversHair Style49%Hair Problem26%Hair Dress11%Brand7%Generic Product7%560 brands46 products10 ways34 problems90 hair stylesOther hair problems32%Hair loss related59%White hair9%Hair ProblemThere are 3 parts of hair problem.+340%+340%Smooth柔顺+125%+125%Fluffy蓬松+257%257%Glossy光泽Top 3 problems:Dandruff,dry and oily.Top 3 rising problems:Smooth,glossy and fluffy(within top12).Function search showed the similar trend with problem search.Other hair problems contain头屑Dandruff21%干燥 Dry18%出油 Oily16%痒 Itchy7%柔顺 Smooth6%痘痘&疙瘩Pimple6%头皮皮肤病Scalp disease6%发质问题 Hair Quality5%蓬松 Fluffy4%分叉 Split4%头发发黄 yellow hair2%头发光泽 gloss2%头发光泽others3%Jan-00Jul-47Feb-95Sep-42Apr-90Nov-37Jun-85Jan-33头屑 Dandruff干燥 Dry出油 Oily痒 Itchy柔顺 SmoothExplosion of search on dandruff&oily problems appeared in each winter.Pursuit of smooth hair became more and more important.Seasonality&Top 5 Hair Problem020000004000000600000080000001000000012000000脱发&头发少 Hair Loss植发/织发/补发 hair Transplant生发 Hair GrowthHair Loss&SeasonalityExplosion of hair loss related problems appeared in autumn(Aug.-Oct.)Hair transplant related search showed a rapid growth last half year.8%8%12%20%23%0%10%20%30%40%50%60%70%80%90%100%050000001000000015000000200000002500000030000000350000004000000045000000+88%+88%Hair wash洗发产品Hair dye染发产品Hair care护发产品Wig假发Hair keeper定型产品Hair dress tool美发工具Top Searched ProductHair wash product was most searched.Search on hair dye product grew rapidly,ranking the 2nd.ProductIWOMUsagePurchase&PriceNegativeOthers38%35%14%4%2%3%+15%+53%+17%+30%+1%-12%Generic Product Search Content自制黑发染发剂假发卷发器洗发水染发剂洗发水品牌排行榜染发剂哪个牌子好洗发水什么牌子好发膜和护发素的区别什么洗发水好用护发素的正确用法发膜的使用方法护发精油的使用方法发蜡怎么用孕妇可以用护发素吗假发专卖店假发多少钱洗发水价格发胶多少钱一瓶卷发器多少钱戴假发的危害染发剂的危害植物染发剂真的无害吗发胶对头发有伤害啫喱水的危害Users cared more and more about product IWOM,especially for brand ranking,brand choice,and product difference.Nationality Of Product+27%+27%+3%+3%-8%8%+29%+29%Chinese local,French and Japanese brands kept high growth,while Korean brands decreased.46%46%+3%+3%-11%11%-10%0%10%20%30%40%50%01000000020000000300000004000000050000000600000007000000080000000DyePermGenerichair dressStraightenExtensionSmoothen染发烫发美发通用拉直接发柔顺Hair Dress Way+41%+41%+21%+21%Dye&Perm gained high attention and rapid growth.54%52%101%34%3%16%-42%39%-29%478%-100%0%100%200%300%400%500%600%0200000040000006000000800000000000002000000LinenBrownChestnutClaretBlackGrannyCoffeePurpleDullcyanChocolate亚麻色奶奶灰闷青色棕色栗色黑色巧克力色紫色咖啡色酒红色Hair Dye-Top Searched ColorLight colors exceeded traditional dark colors,becoming the top3.New trending colors:Dull cyan&Chocolate.+6319%+6319%Half bun半丸子头Top Searched HairstyleShort hair remained the top1 hairstyle.Celebrities led the new hairstyle trend:Half bun.Top1 1Growth Hairstyle49%02000004000006000008000001000000120000014000001600000杨 幂宋 慧 乔孙 俪刘 诗 诗高 圆 圆权 志 龙鹿 晗高 俊 熙郑 爽王 子 文#1 王子文+66840%+66840%#2 刘涛+1116%+1116%#3 宋慧乔+562%+562%#4 周冬雨+491%+491%#5 刘诗诗+364%+364%Celebrity HairstyleStars who made the hairstyle trend most came from hot drama or movie.Most female stars on the list made short hairstyle in 2016.Trend1Top5 5Growth HairstyleTrend2Consumers are more likely to pursue fashionable and individualized colors.+32944%+32944%[phone]%LOreal Dyes+502%+502%TopGrowth Dye ProductTopGrowth New ColorTopGrowth ProductHair Dyes+88%+88%Dye种植头发多少钱种头发种头发多少钱头发种植种头发的危害种植头发视频种植头发种头发是怎么种的头发可以种植吗种头发费用Trend3Hair Transplant+114%114%Platycladus 侧柏叶+697%+697%Ginger 姜+115%+115%Trend4Traditional Chinese MedicineVinegar 醋+429%+429%醋泡黑豆治白发做法头发干枯用醋洗用醋洗头的好处生姜擦头皮能生发吗蜗蜗纯姜洗发水生姜洗发水哪个好侧柏叶生发侧柏叶洗头发侧柏叶生发方法Take-away Mobile trend：94%Peak seasons：Spring festival&Summer Top 3 problems:Dandruff,dry,oily Top 3 rising problems:Smooth,glossy,fluffy Consumers care much more about product IWOM Ingredient：Chinese herbal medicine Hair dress：Dye Dye colors:Light,fashionable and individualized.Top 3:Linen,Granny,Dull Cyan Hair style：Short hair,half bun Celebrity hair style:Most came from hot drama or movie THANK YOU