Njengoba imboni yobuhle ithuthuka, izisekelo zezimonyo ziba noshintsho olushintshayo. Beqhutshwa amathrendi afana nobuhle obuvilaphayo, ukuqedwa kwesikhumba esibangelwa amagciwane, kanye namazinga okushisa akhuphukayo, abathengi baya ngokuya befuna imikhiqizo enikeza kokubili ukubamba isikhathi eside kanye nemiphumela yomuntu siqu. Lesi sihloko sihlola amathrendi abalulekile nemikhiqizo echaza isizukulwane esilandelayo sokulungiselela izimonyo.

Okuqukethwe
● Ukuqedwa kwesikhumba sokuqala: izisekelo ezenzelwe wena zaso sonke isitayela
● Izisekelo ezisebenzayo: i-skincare ihlangabezana nezimonyo
● Izenzo zamasu: ukuqinisa izinhlelo zokusebenza eziyisisekelo sezimonyo
● Amasu okungena ezimakethe: ukwandisa izibalo zabantu kanye nokuqanjwa kabusha
● I-Trend Investment Projection: ukusimama kanye nokuqamba okusha ekulungiseleleni izimonyo

Ukuqedwa kwesikhumba sokuqala: izisekelo ezenzelwe wena zaso sonke isitayela

Imboni yobuhle ithatha inguquko enkulu ngokusuka ezisekelweni ezijwayelekile zokulungisa imibala iye ekulungiseleleni izimonyo eziqondene nawe. Kusukela ngo-2026, ama-primers kanye nama-tone-up creams enzelwe ukufeza ukuqedwa okuthile kwesikhumba, okuthuthukisa kokubili ubuhle nokusebenza. Isici esisodwa esibalulekile ukukhula kwemikhiqizo yokunakekela isikhumba yomuntu siqu, okulindeleke ukuthi yande kakhulu. Imakethe yale mikhiqizo kulindeleke ukuthi ikhule ngesilinganiso sokukhula sonyaka esiyinhlanganisela (CAGR) esingu-8.0% kusukela ngo-2023 kuya ku-2030. Lokhu kukhula ngokwengxenye kungenxa yentuthuko yezobuchwepheshe evumela izixazululo zobuhle eziqondene nomuntu, okuhlanganisa nokusetshenziswa kwe-AI ukwenza imikhiqizo ibe ngezifiso izinhlobo zesikhumba ngasinye nezinto ezikhathazayo— (Ukubukwa Okubukwa Okukhulu). Ukwengeza, ukuziphatha kwabathengi kukhombisa ukuthambekela okuqinile emikhiqizweni yobuhle yomuntu siqu. Ucwaningo lwakamuva luqokomisa ukuthi u-72% wabathengi uzimisele ukukhokha imali ekhokhwayo ngemikhiqizo yezimonyo yomuntu siqu, okugcizelela isidingo esibalulekile sokwenza ngokwezifiso umkhakha wobuhleGreyB).

Lo mkhuba obheke ekwenzeni kube ngokwakho ubonakala ekwenyukeni kokuduma kwemikhiqizo efana ne-ONE/SIZE Tacky Hydrating Primer e-US, eyakhiwe ngezithako ezifana ne-beta glucan, i-hyaluronic acid, i-omega fatty acids, netiye elimnyama ukunikeza kokubili ukubamba okuhlala njalo kanye nesiphetho esikhazimulayo. Imikhiqizo enjalo igqamisa ukugudluka kwemboni kusuka kuzixazululo ezilingana zonke iye kuzimonyo eziklanyelwe, ezisebenzayo ezihlangabezana nezidingo zomthengi ngamunye (Ibhizinisi Lezimonyo). Ngaleso sikhathi, abahlinzeki bempahla base-Italy i-Regi Laboratories bethula indlela entsha ngeziqalo zabo ezithungwe ngegwebu. Lezi ziza ngezinhlobo ezintathu: ezikhanyisayo, ezikhulisayo, nezithambisayo, ezibhekelela izidingo nezintandokazi zabathengi.

Izisekelo ezisebenzayo: i-skincare ihlangabezana nezimonyo

Impambano yokunakekelwa kwesikhumba kanye nezimonyo ibona ukukhula okuphawulekayo, ikakhulukazi emikhiqizweni efana nama-primers asekelwe emanzini, izinto zokufihla ikhanda, nezisekelo, ezinikeza kokubili izinzuzo zobuhle nezempilo yesikhumba. Lolu shintsho lubonakala ekwandeni kwevolumu yosesho lwe-Google yale mikhiqizo. Isibonelo, kube nokukhuphuka okuphawulekayo ekusesheni izisekelo ezisekelwe emanzini, ezinconywa ngezakhiwo zazo zokukhipha amanzi kanye neziqephu ezilula, ezifana nesikhumba (I-CB Insights) (Umhleli).

Lo mkhuba usekelwa ukwenyuka okuphawulekayo ekusesheni kwe-Google komhlaba wonke kwemikhiqizo esekwe emanzini njenge-concealer, i-primer, ne-foundation, ebone ukuphakama okungu-400%, 300%, kanye no-250% unyaka nonyaka, ngokulandelana. Imikhiqizo efana ne-Chinese brand Juyou's Tripple Protein Repair Essence Cushion Cream iyisibonelo salolu shintsho. Lo khilimu awudambisi nje kuphela izithiyo zesikhumba ezilimele kodwa futhi uhlinzeka ngokuphela kwemvelo ngamanzi ehalananda angama-40% kanye ne-essence engu-75%, okuhlanganisa izithako ezintsha ezifana ne-collagen ehlanganisiwe yomuntu enikeza izinzuzo zokubuyisela.

Izenzo zamasu: ukwenza kahle izinhlelo zokusebenza eziyisisekelo sezimonyo

Ukulungisa izinhlelo zokusebenza ezisuselwe kuzimonyo ukuze kuhlangatshezwane nezidingo eziguqukayo zabathengi kudinga ukuhlanganisa izici zokulungisa imibala nezithako ezivikelayo noma ukuqedwa kwesikhumba okukhethekile. Isibonelo esiyinhloko salo mkhuba osebenzayo yi-brand yaseJapane i-Maquillage, enikeza ukhilimu we-tone-up onemibala ye-mint. Isibonelo, ukhilimu wabo wethoni-up enombala we-mint awugcini nje ngokulungisa ububomvu kodwa futhi uthuthukisa ukubukeka kwesikhumba ngokunikeza ukuvikeleka kwe-UV nokunciphisa izimbotshana. Lo mkhiqizo uyisibonelo sokuthambekela kwemikhiqizo yobuhle enemisebenzi eminingi ebhekelela kokubili izidingo zobuhle nokunakekelwa kwesikhumba (Ibhokisi Lobuhle Korea).

Abathengi baya ngokuya befuna imikhiqizo enikeza okungaphezu nje kokufakwa okuyisisekelo noma ukulungiswa kombala. Bayayazisa imikhiqizo ephinde inikeze izinzuzo zokunakekelwa kwesikhumba njengokuvikelwa kwe-UV kanye nokunciphisa izimbotshana, okuqondana nethrendi ebanzi yomkhakha ebheke kuzisekelo zezimonyo ezisebenzayo nezivikelayo. Lokhu kusungulwa kwamasu emikhiqizweni yezimonyo efana ne-Maquillage tone-up cream kubonisa ukuqonda izifiso zabathengi ngemikhiqizo engathuthukisi nje ukubukeka ngokushesha kodwa futhi enomthelela empilweni yesikhumba yesikhathi eside.Ibhokisi Lobuhle Korea). Lezi zindlela ezintsha eziqanjiwe zigcizelela ukubaluleka kokuhlanganisa izinzuzo zobuhle nezibaluli ezisebenzayo zokunakekela isikhumba ukuze kuhlangatshezwane nezidingo eziyinkimbinkimbi zabathengi bobuhle banamuhla.

Amasu okungena emakethe: ukwandisa izibalo zabantu kanye nokuqanjwa kabusha

Imboni yobuhle ibona izindawo ezintsha zokungena ezisekelweni zezimonyo, ikakhulukazi phakathi kwabesilisa kanye no-Gen Alpha ogxile kakhulu ekunakekeleni isikhumba. Ukuqamba izinto ezintsha akukhona nje ngezithako zomkhiqizo kodwa futhi mayelana nokusebenziseka kalula nokumaketha okubandakanyayo. Isibonelo, uhlobo lwamadoda aseKorea i-DASHU yenze isisekelo sayo se-Multi Cover Stick senze lula indlela yokwenza izimonyo kwabaqalayo, okuhlanganisa ungqimba lwangaphakathi lwempushana yokuqala kanye nongqimba lwangaphandle lwesisekelo olufakwe i-SPF50+ PA+++++.

Lo mklamo womkhiqizo ubonisa ukuqonda okujulile kokuthandwa ngabathengi besilisa kwemikhiqizo eqondile, enemisebenzi eminingi, egqamisa ingxenye ekhulayo emakethe yobuhle edinga ukunakwa nokuqamba izinto ezintsha.

I-Trend Investment Projection: ukusimama kanye nokuqanjwa okusha ku-makeup prep

Ngo-2024, enye yezindlela ezihamba phambili zokupakishwa kwezimonyo ukushintshela ekuzinzeni. Abathengi baya ngokuya beqaphela umthelela wabo kwezemvelo futhi balindele ukuthi imikhiqizo ibe nesibopho. Lokhu kuphoqe izinkampani zezimonyo ukuthi zithole izixazululo zokupakisha ezilungele imvelo njengezinto ezibolayo, iziqukathi ezigcwalisekayo, kanye nokupakishwa kwepulasitiki okuncishisiwe (I-Cosmetic Packaging Manje).

Ukwengeza, imboni yobuhle iyonke ibona ukuthambekela okubalulekile kwemikhiqizo esimeme nehlanzekile. Isidingo semikhiqizo evumelana nemvelo futhi engenawo amakhemikhali ayingozi siyaqhubeka sikhula. Cishe bonke abathengi (95%) bathatha isinyathelo ukuze baphile ngendlela eqhubekayo, futhi balindele ukuthi imikhiqizo ibonise lawa manani emikhiqizweni yabo. Lo mkhuba awudlanga nje kuphela ekwakhiweni kwemikhiqizo kodwa futhi nasekupakishweni, lapho kunomfutho oqinile wezinto ezinomthelela omncane kwezemvelo (I-NIQ).

Ngaphezu kwalokho, ubuchwepheshe budlala indima ebalulekile ekuthuthukiseni ulwazi lwabathengi kanye nokunikeza izixazululo zobuhle eziqondene nawe. Isibonelo, cishe ama-49% emikhiqizo yobuhle asebenzisa i-AI ukuze ahlaziye idatha yamakhasimende futhi adale iziphakamiso zokuthenga ezihlakaniphe kakhulu, futhi u-44% usebenzisa ubuchwepheshe ukuze bakhe imikhankaso yokumaketha eqondiswe kakhulu esekelwe kudatha yabathengi.I-Global Cosmetic Industry).

Isiphetho

Njengoba sibheke esikhathini esizayo, imakethe ye-makeup prep isilungele ukukhula okuguquguqukayo, eqhutshwa ukuqanjwa okusha kanye nokushintsha okulindelwe ngabathengi. Ukushintshela ezisekelweni zezimonyo ezenziwe zaba ngezakho ezihlinzekela izinhlobo ezahlukene zesikhumba nokuthandwayo kugcizelela ukuthambekela okubanzi embonini yobuhle ekuqondeni ukubandakanywa nokucaciswa okuthile. Imikhiqizo efana ne-ONE/SIZE kanye ne-Juyou ihamba phambili ngemikhiqizo engagcini nje ngokuthuthukisa ukukhanga kobuhle kodwa futhi ehlanganisa izinzuzo ezibalulekile ze-skincare, ehlanganisa ukusebenza nobuhle. Ngaleso sikhathi, ukwanda kwabasebenzisi besisekelo sezimonyo ukuze kufakwe amadoda nezizukulwane ezincane kubonisa ingxenye yemakethe ekhulayo elambele imikhiqizo eklanyelwe, esebenziseka kalula. Njengoba ukukhathazeka kwemvelo kanye nokuphishekela ukusimama kuqhubeka nokuba nomthelela ekukhethweni kwabathengi, imboni yezimonyo kufanele ivumelane nezimo ngokuhlanganisa imikhuba eco-friendly kanye nezithako ekuthuthukisweni komkhiqizo wabo. Ngokuhlala bejwayelene nalezi zinguquko kanye nokuqamba izinto ezintsha ngokuqhubekayo, amabhrendi angaqinisekisa ukuthi ahlangabezana nezidingo eziguqukayo zamakhasimende awo kuyilapho eqinisa isikhundla sawo semakethe endaweni encintisanayo.