2016-2017護發行業百度搜索報告（英文版）（21頁）.pdf

1、HAIRCARE INDUSTRY BAIDU SEARCH REPORT BAIDU IMS 百度整合營銷策略部 2016 - 2017 FOREWORD DATA SOURCE: BAIDU SEARCH VOLUME OF KEY WORDS TIME PERIOD: 2015.03-2017.02 YOY GR: 2016.03-2017.02 vs. 2015.03-2016.02 Category YOY growth rate 21% Mobile Share 94% % Average 89% 4Numbers about Hair Care Daily Search 2.2

2、MIL Mobile growth rate 40% Data Source: Baidu PV 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 10000000 20000000 30000000 40000000 50000000 60000000 70000000 80000000 90000000 100000000 PCMobMob% % Growth of last 12 months: 21% (most came from mobile , especially with hair style). 89% search traffic

3、 came from mobile (highest checked in 2017, 94% ). Search Peak Period: Spring festival (hair style) & Summer (hair problem). Hair Care Industry Search Trend The coming report covers Hair Style 49% Hair Problem 26% Hair Dress 11% Brand 7% Generic Product 7% 560 brands 46 products 10 ways 34 problems

4、90 hair styles Other hair problems 32% Hair loss related 59% White hair 9% Hair Problem There are 3 parts of hair problem. +340%+340% Smooth 柔順 +125%+125% Fluffy 蓬松 +257%257% Glossy 光澤 Top 3 problems: Dandruff, dry and oily. Top 3 rising problems: Smooth, glossy and fluffy(within top12). Function se

5、arch showed the similar trend with problem search. Other hair problems contain 頭屑 Dandruff 21% 干燥 Dry 18% 出油 Oily 16% 癢 Itchy 7% 柔順 Smooth 6% 痘痘&疙瘩 Pimple 6% 頭皮皮膚病 Scalp disease 6% 發質問題 Hair Quality 5% 蓬松 Fluffy 4% 分叉 Split 4% 頭發發黃 yellow hair 2% 頭發光澤 gloss 2% 頭發光澤 others 3% Jan-00 Jul-47 Feb-95 Sep

6、-42 Apr-90 Nov-37 Jun-85 Jan-33 頭屑 Dandruff 干燥 Dry 出油 Oily 癢 Itchy 柔順 Smooth Explosion of search on dandruff & oily problems appeared in each winter. Pursuit of smooth hair became more and more important. Seasonality & Top 5 Hair Problem 0 2000000 4000000 6000000 8000000 10000000 12000000 脫發&頭發少 Hai

7、r Loss植發/織發/補發 hair Transplant生發 Hair Growth Hair Loss & Seasonality Explosion 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% 0 5000000 10000000 15000000 20

8、000000 25000000 30000000 35000000 40000000 45000000 +88%+88% Hair wash 洗發產品 Hair dye 染發產品 Hair care 護發產品 Wig 假發 Hair keeper 定型產品 Hair dress tool美發工具 Top Searched Product Hair wash product was most searched. Search on hair dye product grew rapidly, ranking the 2nd. ProductIWOMUsagePurchase&PriceNegat

9、iveOthers 38% 35% 14% 4%2% 3% +15% +53% +17% +30% +1%-12% Generic Product Search Content 自制黑發染發劑 假發 卷發器 洗發水 染發劑 洗發水品牌排行榜 染發劑哪個牌子好 洗發水什么牌子好 發膜和護發素的區別 什么洗發水好用 護發素的正確用法 發膜的使用方法 護發精油的使用方法 發蠟怎么用 孕婦可以用護發素嗎 假發專賣店 假發多少錢 洗發水價格 發膠多少錢一瓶 卷發器多少錢 戴假發的危害 染發劑的危害 植物染發劑真的無害嗎 發膠對頭發有傷害 啫喱水的危害 Users cared more and more

10、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% 0 10000000 2

11、0000000 30000000 40000000 50000000 60000000 70000000 80000000 DyePermGeneric hair dress StraightenExtensionSmoothen 染發燙發美發通用拉直接發柔順 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% 0 2

12、000000 4000000 6000000 8000000 0000000 2000000 LinenBrownChestnutClaretBlackGranny Coffee Purple Dull cyan Chocolate 亞麻色奶奶灰悶青色棕色栗色黑色巧克力色紫色咖啡色酒紅色 Hair Dye- Top Searched Color Light colors exceeded traditional dark colors, becoming the top3. New trending colors: Dull cyan & Chocolate. +6319%+6319% Hal

13、f bun 半丸子頭 Top Searched Hairstyle Short hair remained the top1 hairstyle. Celebrities led the new hairstyle trend: Half bun. Top1 1 Growth Hairstyle 49% 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 楊 冪宋 慧 喬孫 儷劉 詩 詩高 圓 圓權 志 龍鹿 晗高 俊 熙鄭 爽王 子 文 #1 王子文 +66840%+66840% #2 劉濤 +1116%+1116% #

14、3 宋慧喬 +562%+562% #4 周冬雨 +491%+491% #5 劉詩詩 +364%+364% Celebrity Hairstyle Stars who made the hairstyle trend most came from hot drama or movie. Most female stars on the list made short hairstyle in 2016. Trend 1Top5 5 Growth Hairstyle Trend 2 Consumers are more likely to pursue fashionable and indivi

15、dualized colors. +32944%+32944%+117547117547% % LOreal Dyes +502%+502% Top Growth Dye Product Top Growth New Color Top Growth Product Hair Dyes +88%+88% Dye 種植頭發多少錢 種頭發 種頭發多少錢 頭發種植 種頭發的危害 種植頭發視頻 種植頭發 種頭發是怎么種的 頭發可以種植嗎 種頭發費用 Trend 3 Hair Transplant +114%114% Platycladus 側柏葉+697%+697% Ginger 姜+115%+115

16、% Trend 4 Traditional Chinese Medicine Vinegar 醋+429%+429% 醋泡黑豆治白發做法 頭發干枯用醋洗 用醋洗頭的好處 生姜擦頭皮能生發嗎 蝸蝸純姜洗發水 生姜洗發水哪個好 側柏葉生發 側柏葉洗頭發 側柏葉生發方法 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