2016-2017护发行业百度搜索报告（英文版）（21页）.pdf

1、HAIRCARE INDUSTRY BAIDU SEARCH REPORT BAIDU IMS 百度整合营销策略部 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 se

5、arch showed the similar trend with problem search. Other hair problems contain 头屑 Dandruff 21% 干燥 Dry 18% 出油 Oily 16% 痒 Itchy 7% 柔顺 Smooth 6% 痘痘&疙瘩 Pimple 6% 头皮皮肤病 Scalp disease 6% 发质问题 Hair Quality 5% 蓬松 Fluffy 4% 分叉 Split 4% 头发发黄 yellow hair 2% 头发光泽 gloss 2% 头发光泽 others 3% Jan-00 Jul-47 Feb-95 Sep

6、-42 Apr-90 Nov-37 Jun-85 Jan-33 头屑 Dandruff 干燥 Dry 出油 Oily 痒 Itchy 柔顺 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 脱发&头发少 Hai