2025年线上精华油品类消费趋势洞察-用户说

Market Performance and Platform Characteristics - The online essence oil market is experiencing significant growth, with a market size of 9.524 billion yuan and a sales volume of 39 million units from March 2024 to February 2025, representing a year-on-year growth of 54.91% [1][22][20] - Douyin has emerged as a key growth driver, achieving sales of 5.828 billion yuan, also reflecting a year-on-year growth of 54.91%, significantly outpacing the 13.02% growth of Taobao and Tmall [1][22] - The average transaction price varies significantly across platforms, with Taobao and Tmall's facial essence oil averaging 166.62 yuan, while Douyin's average is 138.86 yuan, indicating a trend of "Tmall high-end and Douyin mass-market" [1][24] Category Differentiation and Product Innovation - Facial essence oil remains the core category, accounting for 89% of the overall market, with strong demand for anti-wrinkle, firming, and anti-aging effects, showing year-on-year growth of 153%, 175%, and 112% respectively [2][16] - Plant-based active ingredients like camellia oil (volume of 47,000, up 261% year-on-year), rose, and squalane are highly favored, with the "plant + clinical" concept becoming a significant selling point [2][16] - Body essence oils are seeing refined upgrades, with specific needs for areas like buttocks, chest, and intimate care experiencing explosive growth, with year-on-year volume increases of 307% and 239% [2][16] Brand Competition and Marketing Trends - Leading brands are solidifying their market positions through differentiated positioning and marketing strategies, with international brands like Helena Rubinstein leveraging rare ingredients to enhance their high-end anti-aging image, achieving a year-on-year increase in promotional volume of 1805% [3][26] - Domestic brand Lin Qingxuan, focusing on camellia oil, saw a promotional volume increase of 304%, maintaining a leading position in facial essence oil [3][26] - Douyin has become a crucial platform for niche brands, with brands like Miga and Fuyumampu utilizing influencer live streaming and scenario-based content to rapidly reach consumers, forming a "high cost-performance + precise marketing" path [3][26] User Demand and Future Trends - User demand for essence oils is characterized by "precise efficacy" and "refined experience," with facial care focusing on ingredient effectiveness and lightweight texture, while body care emphasizes scenario adaptability and targeted area care [4][16] - The essence oil market is expected to evolve towards four major trends: universal applicability, ingredient technology, professional care, and refined body care, driving product innovation in blue ocean markets like chest and intimate care [4][16] - Overall, the essence oil market is transitioning from "category expansion" to "quality cultivation," with brands needing to focus on user needs through ingredient breakthroughs, scenario innovation, and precise marketing to build differentiated advantages in a competitive market [4][16]