学生人群护肤需求网络舆情调查分析及发展趋势探究  

A network-public-opinion survey on students’skincare needs and analysis of development trend

作　　者：宋雨芯 黄韬 乔小玲 刘蕾 何聪芬[1] SONG Yu-xin;HUANG Tao;QIAO Xiao-ling;LIU Lei;HE Cong-fen(Beijing Key Laboratory of Plant Resources Research and Development,School of Chemical and Materials Engineering,Beijing Technology and Business University,Beijing 100048,China;Shanghai Lily&Beauty Cosmetics Co.,Ltd.,Shanghai 200030,China)

机构地区：[1]北京工商大学化学与材料工程学院植物资源研究开发北京市重点实验室,北京100048 [2]上海丽人丽妆化妆品股份有限公司,上海200030

出　　处：《日用化学品科学》2023年第7期51-56,共6页Detergent & Cosmetics

摘　　要：通过监测2021-2022近1年间623866条学生群体护肤相关网络舆情,分析了不同阶段学生人群护肤需求现状及未来发展趋势。结果表明,学生人群2021年舆情声量较2020年环比增加123%,呈现上升趋势,高中与大学时期护肤需求存在差异。高中时期,针对问题护肤和精简护肤为主流护肤认知,保湿、祛痘和控油为排名前3的功效需求。品类及品牌选择上,洁面、乳液、防晒位列前3,国产品牌占比高达62.5%;大学阶段学生人群护肤理念多元,但“平价护肤”仍以22.6%位列第1,对保湿、祛痘、祛斑美白、修复等功效均有所追求。在护肤品类中,面膜需求显著增加,以16.1%的占比仅次水乳位列第2,大牌热门单品及国产护肤品是该人群品牌选择趋势。以上结果有利于进一步了解学生人群护肤需求趋势,对产品市场定位有现实性的应用借鉴意义和经济价值。Network public opinion has a significant impact on cosmetics consumption.The current situation and future development trend of skincare needs of the student population at different stages were analyzed by monitoring 623866 pieces of skincare-related network public opinion from 2021 to 2022 in the past one year.The results show that,the volume of public opinion from students in 2021 has increased by 123%compared with that in 2020,showing an upward trend;there are differences in skincare needs between high school and college stages.During the period of high school,problem-specific skincare and simple skincare are the mainstream skincare perceptions.Moisturization,acne removal and oil control are the top three needs of efficacy.In terms of category and brand selection,cleansers,lotions and sunscreens rank the top three,with domestic brands accounting for 62.5%of the total;in college stage,students’skincare concept is diversified,but“affordable skincare”still rank first with 22.6%,and the efficacies of moisturizing,acne removal,spot-fading,whitening and repair are all pursued.As for the skincare category,the demand for facial masks has significantly increased,ranking second with 16.1%,which is only after lotion,and the trend of brand selection for this group is the popular single products of big brands and domestic skincare products.The analysis above can be helpful to further understand the trend of skincare demands among students and have application reference and economic value for product market positioning.

关 键 词：学生群体 网络舆情 化妆品 调查 未来趋势 

分 类 号：TQ658[化学工程—精细化工]