30%beautiful pupil consumers do not understand professional matching, come to scientific cognitive cognitive beauty pupil consumption

With the rapid development of Yan value economy, the meaning of beauty pupils to young consumers has been changed several times. Now it has jumped out of the single functional nature of "glasses" and has become a part of makeup. Industry experts point out that with the rapid development of the market, beauty pupils have become more young people. establish.

"Can't wear, dare not wear, you can't buy it" to become a pain point for consumption

With the increase in the demand for beauty pupils in recent years, the market size has expanded at a high speed, and many emerging brands have entered. While promoting the rapid development of pupil categories, due to complicated brands and different quality, it not only put forward greater challenges for consumers' scientific options, but also affects the sustainable and healthy development of the market. The reporter noticed that in order to rectify the chaos in the market and guide the healthy and standardized development of the industry, in recent years, relevant state regulatory authorities have frequently spoke to gradually strengthen the management and supervision of the colored pupil industry. Recently, the "Consumption Tips" issued by the State Drug Administration again has aroused the attention and discussion of the purchase of beautiful pupil products inside and outside the industry.

"As a relatively niche and professional field, many people have various misunderstandings about contact lenses, and the information of the mixed fish and dragons of social networking sites has increased this situation." Zhang Shouuo, Vice President of the Glasses Association and senior vice president of Haichang Hidden Case Co., Ltd., said in an interview with this reporter that contact lenses have long been included in the scope of the third category of medical device supervision, so selection and use should be in certain professional knowledge in certain professional knowledge In the background.

According to CBNData surveys, 30%of the pupil consumers will not understand relevant knowledge before buying the lenses, 56%of consumers will not receive professional matching and trials before buying, 85%of consumers will not regularly follow up for inspection Eye condition. At this stage, consumers have not yet formed a scientific pupil wearing consciousness and habit. At the same time, the Tmall platform consumers' research shows that "it will not wear, dare not wear, and not buy" is the three major puzzles of the pupil consumers at present, and related professional knowledge needs to be popularized.

Regarding the pain points of consumers when buying beautiful pupil products, the relevant person in charge of the cheerleader brand told reporters that current consumers do not know enough about the compliance qualifications of three types of medical devices, and they lack the convenient channels for scientific guidance of professionals to accept professionals. As a result, problems such as "specific parameter standards for contact lenses", "how to clean the contact lenses", "How to choose a contact lens that suits you" are not yet known, and even the basic cognition of contact lenses and pupils is misunderstanding. He pointed out: "In fact, the professional content education of contact lenses in the industry has a certain cognitive threshold, and it has not yet established a clear concept for the correct colored pupil selection criteria."

Head brand multiple measures and promoting industry cognition

Zhang Shouguo told reporters that the parameters of lens materials, oxygen permeability, base arc, diameter, etc. are the key to determining the comfort of contact lenses including pupils. For example, from the perspective of health, try to choose high oxygen products. However, it is not possible to wear a certain parameter to the specific lenses for everyone to wear, but to consider the health status of their own eyes, the needs of their own mirror, living and working environment, economic conditions, etc. factor. Therefore, for the final parameter selection of glasses adaptation, it is best to pass professional inspections and adaptive assessments after wearing mirrors. At the same time, you also need to pay attention to scientific care of wearing duration and lenses during the wearing process.

Regarding the purchase skills when choosing specific products, people in Kelai said that with the influx of new brands and new products, consumers should also master basic product purchase principles. For example, in combination with the consumer prompts of the regulatory authorities, inquire in advance whether the brand and products have the "Medical Device Business License", "Medical Device Registration Certificate", whether the product packaging has information such as medical device registration certificate, production enterprise name, production date, etc. The brand involves imported "beautiful pupils" or foreign factories, and it should also be confirmed that Chinese labels and instructions should be confirmed. When shopping online, you should also be alert to the authenticity and quality of the product of the informal channels.

"Improving scientific cognition" is still the short -term efforts in the industry

According to the Research Report of Zhiyan Zhanzhan Industrial Research Institute, the size of the Chinese pupil market in 2020 was 22.5 billion yuan, and the compound growth rate of 2016-2020 was 40.1%. It is expected that the size of the Chinese pupil market in 2025 will reach 58 billion yuan. In addition to high growth, the high potential and high repurchase characteristics of the pupil industry have also become the main factor for its strong development. According to data from the Institute of Economy and Financial Research of the Industrial Securities Economy and Financial Research, the penetration rate of pupils in first -tier cities in my country is only 13%. Compared with other areas including Europe and the United States, there is still much room for improvement.

The reporter saw that despite the initial development of the pupil industry in the early days of development, it is still far away in consumer education and industry norms. But now more and more consumers have realized the importance of scientific options and popular science cognition, such as "shorter and healthier" consciousness, the long cycle of the product is more prominent in the short cycle, the pre -sale scientific guidance, etc. The launch of services, etc., revealed that the consumer demand, consumption concept and product upgrade of the pupil market have revealed the positive signals of the consumer needs, consumer concepts and product upgrades.

"At present, online platforms have become the mainstream channels for contact lenses carrying medical functions. On the one hand, it shows that this product has been regarded as 'daily consumer goods' to some extent, and on the other hand, it can be confirmed again from the side.Professional testing steps are generally lacking before purchasing contact lenses. "For the development direction of the future beauty pupil market, Zhang Shouuo admits that in the future, it will provide supporting value -added services such as optometry and contraindication detection through the method of cooperating with offline physical stores.The online platform attracts consumers, enhances credibility and core competitiveness; at the product level, due to the "beauty" characteristics of color pupils, future differentiation will be an important challenge for the continuous facing the color pupil brand."But in the short term, the main promotional point of color pupils is to strengthen the scientific cognition of consumers, establish a consciousness and habits of scientific purchase and correct wearing contact lenses." Zhang Shouguo said.

Text | Reporter Lu Yue

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