Industry background: the number of users in the beauty shooting industry has reached 350 million in 2021. By December 2021, the penetration rate of the beauty shooting industry has reached 22.7%. The beauty shooting app has detailed functions and increasingly rich use scenes. It is related to many beauty economic industries and has outstanding marketing value.
User portrait: the main force of the camera is young women, white-collar workers and freelancers, mostly from the first and second tier cities. Nearly 80% of the users have worked, with an average income of 7691.5 yuan. The user image is mainly active and cheerful, making friends, and generally having interests and hobbies of online leisure such as music and drama.
Usage behavior: more than 60% of users use the camera at least once a day. Good beauty effect, simple operation and natural makeup effect are the most important factors for users to choose. The most commonly used function of users is full face and facial features beauty. Wechat friends and circle of friends are the main channels for other users to share photos.
Brand performance: the functions of portrait beauty, makeup and stickers are the key advantages of the camera, and meet the core needs of users such as one click beauty and good-looking photos. Users' satisfaction with functions and needs is 80% or more, and core recommenders account for 52.4%. Users are highly satisfied.
Consumption attitude: the monthly consumption ability of light mature users aged 25-35 is stronger than that of industrial users, which is 2970.6 yuan. During the shopping festival, the TGI of high consumer groups is very prominent. Users are most concerned about clothing, make-up and beauty and skin care products. When consuming, they mainly consider cost performance and brand awareness, and tend to refer to the opinions of relatives and friends, social platforms and wechat groups.
