The use of collagen as a beauty skincare product actually has a history of nearly 10 years, and it has been in the domestic market for almost 5 years. The first company to promote collagen in China was Japan's FANCL, followed by brands like Shuizhi'ao, all in the form of oral liquids. With their international image, they were pioneers in attracting fashion-forward individuals. The arrival of brands like Yishengmei and Lumi marked the beginning of the collagen era!
Under FANCL's main promotion, the initial market education for collagen was completed. At that time, collagen was undoubtedly a luxury skincare product, priced at 298 yuan for 10 bottles, with monthly consumption nearing 900 yuan. This price point deterred many beauty-loving women, making collagen a privilege of the rich and an aspiration for female skincare.
In the following years, three environmental factors accelerated the market penetration of collagen:
1. Domestic companies continuously joined the market competition, launching products with higher content and lower prices, targeting mid-to-lower level consumers in the consumer pyramid.
2. Collagen product forms became more diverse. Capsules and collagen powder, which have lower production costs and prices compared to oral liquids, emerged, bringing collagen consumption into the range of about 300 yuan per month, gradually entering ordinary households.
3. Consumers' wallets grew fatter. Five years ago, spending 900 yuan per month now seems "affordable" due to rising consumption levels and heightened female consumer awareness. Price is no longer an obstacle; keeping up with mainstream consumption is the only choice.
At the same time, the scientifically credible skincare concept of collagen freed it from the short-lived fate of conceptual products. It has remained strong for a decade and today shines even brighter.
With the mindset of health supplements and the operation of skincare products, why has the overall market for collagen remained less than optimistic over the past few years? A survey conducted two years ago asked a random lady what collagen was used for. Most answers were accurate: it’s good for the skin, part of the skin, and can beautify. But when asked further questions, everything became vague.
1. What specific skin problems can it solve? 60% of people were unclear.
2. How does it relate to daily skincare? 80% of people didn’t know.
3. When should it be taken? 90% of people either didn’t know or guessed.
At the time, neither international nor domestic collagen products had a practical positioning in their communication. International products presented beautiful images and celebrities but failed to clearly show what problems they could solve. Many domestic collagen products operated under traditional medical health supplement strategies, hyping collagen as a miraculous cure-all, which lacked appeal to female consumers. One was overly high-end, the other too vulgar, resulting in consumers thinking, “I know about collagen, but I don’t need it.”
China has numerous product opportunities, but due to a lack of scientific communication guidance, many products remain in a semi-mature state of consumption, failing to realize their true sales potential. Collagen is a typical example of a product in a market mature but consumption immature stage.
In direct marketing operations, collagen was positioned as "a routine skincare product for women." "Routine skincare product for women" means collagen is suitable for various skin issues and can become part of daily basic skincare. Clearly defining when and who to use it established a clear relationship between collagen and consumer habits, giving it its own foothold. Correct strategic positioning also allowed collagen to break out of a narrow market space, clarifying its vast potential.
Network propagation has accelerated the popularity of collagen products. The widespread use of the internet has sped up the transmission speed and coverage of information, becoming a faster market promotion tool. Collagen, with its inherently star-like qualities, quickly gained attention online.
Brands like FANCL and Lumi spend significant amounts on online promotions; some brands even directly use the internet as their primary media and channel.
One can go a year without reading newspapers but cannot go a day without going online! This is already the lifestyle of 35% of internet users. On the open internet, the renowned and new elite collagen brands constantly strive to make their voices heard above all others, hoping to become the focus in the colorful virtual world!
1. Comprehensive network publicity sets up a web of influence. News "ignites," blogs "identify," Q&A sites "answer," forums "hype"... These methods each serve different functions, placing target consumers in an invisible large net.
2. Viral theme dissemination attracts attention. "Fan drinks collagen like water," "Da S's skincare secrets," subtly promoting your advantages can lead to "household fame." Compared to traditional skincare and health products, collagen operators are more adept at maneuvering freely on the internet.
Direct response marketing achieves steady growth with a stable mindset. Unlike previous market operations, modern marketing places more emphasis on member management and repeated value mining. Mainstream collagen companies' marketing promotions follow this approach.
First-line collagen brands, despite different channels such as FANCL and Shuizhi'ao selling through counters and Lumi through direct sales, all prioritize member management. The general consensus in the collagen industry is that collagen is a long-term product with high satisfaction and loyalty among users, laying the foundation for repeat sales through membership systems.
Merchants' business philosophies are reflected in their marketing methods, showing greater emphasis on product quality and consumer experience, focusing on maintaining and preserving relationships with consumers. Most people consciously avoid unrealistic promises and hype, operating with a brand-oriented mindset.
When hearts align, mountains can be moved! Alongside the increasing loyalty of collagen consumers, the market foundation becomes stronger, and the prospects broader.
From the phenomenon, collagen has become a major category in the skincare industry. Looking ahead, the market space for collagen has the potential to further accelerate and expand, increasing sales in both health supplement and skincare categories. Science creates the market, and marketing drives growth. With the continuous addition and strong promotion of international brands and more capable enterprises, collagen will become even more legitimate, thriving as an evergreen tree, constantly rejuvenating!
Article sourced from: The most professional analysis, why is collagen so popular?