百度：2017男士化妆品行业搜索报告（19页）.pdf

1、MEN COSMETIC INDUSTRY BAIDU SEARCH REPORT 2016-2017 BAIDU IMS 百度整合营销策略部 FOREWORD MEN COSMETIC CATEGORY: INCLUDE BOTH SKINCARE AND MAKEUP, FOCUSING ON FACIAL PROBLEMS AND PRODUCTS (EXCLUDED BODY CARE) DATA SOURCE: BAIDU SEARCH VOLUME OF KEY WORDS TIME PERIOD: 2015.04-2017.03 YOY GR: 2016.04-2017.03 v

2、s. 2015.04-2016.03 3Numbers about Men Cosmetic Industry Daily Search 97K YOY Growth Rate 30% % Mobile Share 85% Data Source: Baidu PV Men Cosmetic Industry Search Trend 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% PCMobileMobile Share The search volume of men cosmetic category kept increasing in the

3、past 2 years. Data Source: Baidu PV Search Content Analysis Brand 24% Non-Brand 76% +40% +5% Non-Product 56% Product 44% +32% +48% Only 24% queries were brand related, which indicates that male consumers have less brand knowledge and need further brand education. Non-brand keywords composed a large

4、portion and still had a high growth rate, which means that men wanted to know more about generic industry information. Data Source: Baidu PV Generic Non-Product Search Content 50% 37% 7% 4% 2% Industry Generic Industry Inquiry Makeup Skills Industry WOM Industry Price +41% +57% +34% +41% +168% 男士眉毛

5、Men eyebrows 男士护肤 Men skincare 男生瘦脸 Boy face-lifting 男人眉毛稀少 Men with few eyebrows 男士美白 Men whitening 男生怎么变白 How boy become whiter 男生皮肤变白的方法 Mens skin whitening method 男生怎么瘦脸 How can boys lift face 男士美白方法 Mens whitening method 男人眉毛稀少怎么办 What to do with mens sparse eyebrows 男士化妆步骤 Men makeup steps 男生眉

6、毛怎么修才好看 How to shave the eyebrows can make boys become good-looking 男士化妆视频教程 Makeup tutorial video for men 男生化妆教程 Makeup tutorial for men 男士眉毛的画法 Way of men eyebrow drawing Industry GenericIndustry InquiryMakeup Skills Data Source: Baidu PV Generic Product Search Content 55% 38% 5% 2% 1% Product WOM