Chinese Nail Industry Consumer Insights: Douyin is the most common channel for consumers to learn about nail salons

As the generation Z army gradually enters the society, it is expected to become the main consumer of the nail art market. Spiritual consumption, personalization, focus on quality and data, and beauty have become the characteristics of Gen Z users. Nail art is not only a consumption that makes nails beautiful, but an expression that shows personality and aesthetics.

A survey on the reasons why Chinese consumers choose nail art

According to the survey data, there are many reasons for Chinese consumers to choose nail art. Among them, 61.4% of consumers consume because they like nail art; the second is recommended by friends, accounting for 55.5%; 47% of consumers consume The reason is to take pictures and send them to the circle of friends; the recommendation of online bloggers is also one of the reasons to promote consumers to spend on nail art, accounting for 35.7%. iiMedia Research consulting analysts believe that the emergence and development of the era of beauty has promoted more consumers to consume nails and promoted the development of the nail industry.

Survey on Nail Art Styles Favored by Chinese Consumers

According to the survey data, in 2022, Chinese consumers prefer simple and solid color styles, accounting for 56.4%, followed by patches (48.1%), color paintings (45.4%), and diamonds (42.7%). iiMedia Research Consulting analysts believe that the diversification of manicure styles can meet the aesthetic styles of different consumers, which is conducive to attracting more consumers for manicure consumption.

Chinese consumers understand nail shop channel analysis

The survey data shows that Douyin is the most common channel for consumers to learn about nail salons, accounting for 55.1%; 50.6% of consumers will obtain relevant information about nail salons from Xiaohongshu; more than 50% of the channels are through relatives and friends Recommended, accounting for 50.1%. iiMedia Research Consulting analysts believe that it is easier to attract consumers’ attention and increase store traffic by placing advertisements related to nail salons through short video platforms and note sharing.