2021年11月9日，上海应用技术大学消费者行为研究中心在2021东方美谷国际化妆品大会上首次发布《中国化妆品消费者行为报告》。
近年来，中国的美丽健康产业正在迅猛增长，国产化妆品正经历高速发展，机遇与挑战并存。化妆品企业内部的消费者洞察、电商平台提供的大数据似乎为消费者行为分析提供了足够的解读。其实不然，企业内部的消费者洞察更聚焦产品概念本身、功效体验评价等，较少涉及化妆品消费一般心理分析，而电商平台更多提供化妆品的购买行为数据，难以提供购买前的心理和购买后的处置的信息，电商平台与社交平台的信息处于各自的孤岛上，且购买行为数据与人口统计特征之间的关系难以被建立。鉴于此，本报告采用调查法，试图探讨：第一，推动顾客化妆品购买决策的根本力量是什么？第二，具有相近评价的顾客为什么有不同购买？第三，消费者购买化妆品的决策过程怎样？第四，消费者与化妆品品牌的关系怎样？并将这些问题的答案与受访者的人口统计特征关联起来，得到消费者画像。调查结果显示，受访者对化妆品的购买和消费有清晰的价值追求和属性评价，消费者决策个性在人口统计特征上具有显著差异，化妆品购买的决策过程颇具参考价值，部分消费者对化妆品品牌已经形成了品牌依恋。
On November 9, 2021, The Research Center for Consumer Behavior (RCCB) at Shanghai Institute of Technology (SIT) released Chinese Cosmetics Consumer Behavior Report for the first time at the 2021 Oriental Beauty Valley International Cosmetics Conference (OBVIC).
In recent years, China's beauty and health industry is growing rapidly，domestic cosmetics brands are experiencing rapid development, with both opportunities and challenges. Consumer insights within cosmetics enterprises and big data provided by e-commerce platforms seem to provide sufficient interpretation for cosmetics consumer behavior. In fact, the consumer insights within the enterprise focuses more on the product concept itself and function and effectiveness test, less on the general psychological analysis of cosmetics consumption, while the e-commerce platform provides more data on cosmetics purchase behavior, which is difficult to provide psychology analysis and information processing before and after purchase. The information of e-commerce platform and social platform are on their own isolated islands, and the relationship between purchase behavior data and demographic characteristics is difficult to establish. In consideration of these, this report used the survey method to explore: firstly, what is the fundamental force to promote customers' cosmetics purchase decision-making? Secondly, why do customers with similar evaluation buy differently? Thirdly, what is the decision-making process for consumers to buy cosmetics? Fourthly, what is the relationship between consumers and cosmetics brands? The answers to these questions are associated with the demographic characteristics of the respondents to portray the consumers. The survey results show that the respondents have clear value pursuit and attribute evaluation on the purchase and consumption of cosmetics. There are significant differences in consumer decision-making personality in demographic characteristics. The decision-making process of cosmetics purchase is of great reference value. Some consumers have formed brand attachment to cosmetics brands.