顛覆未來：市場變革下的品牌增長模式

1、中國快消市場加速，個人護理大放異彩China FMCG market accelerates driven by premiumization; Personal Care outperforms.4.75.2購買頻次穩(wěn)定Stable Frequency+1.5%購物籃縮小Smaller Basket-3.2%持續(xù)高端化 +4.6%Continuous Premiumization2015201620172018國內(nèi)生產(chǎn)總 額及快消品 銷額增長率GDP & FMCGValue GR增長驅(qū)動力Growth Driver品類銷額 增長率 Category Val

2、ue GR食品飲料Food & Beverage家庭護理Home Care個人護理Personal Care+3%+11%+7%數(shù)據(jù)來源：凱度消費者指數(shù)家庭購買樣組；全國城鎮(zhèn)家庭；2018 vs. 2017Data source: Kantar Worldpanel Household Panel; TTL Urban China Families, 2018 vs. 2017GDP FMCG護膚彩妝獨領(lǐng)風騷，潛力巨大Facial Skin Care and Makeup keeps strong growth with massive potentials.數(shù)據(jù)來源：凱度消費者指數(shù)個人美妝樣

3、組；全國城鎮(zhèn)人口，15-54歲男女性；2018 vs. 2017Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; TTL Shopper 1554 y.o, 2018 vs. 2017面部護膚品 Facial Skin Care彩妝 Makeup染發(fā) Hair Colorant身體護理Body Care洗發(fā)水 Shampoo沐浴露Showering Gel護發(fā)素 Conditioner頭發(fā)造型 Hair Styling香氛 Fragrance個護品類 市場表現(xiàn) Personal CareCategoryPerforman

4、ce快銷額增長率 Value GR慢滲透率 Penetration%高低二線城市三線城市20代女性是化妝品消費主力，下線增長迅猛數(shù)據(jù)來源：凱度消費者指數(shù)個人美妝樣組；全國城鎮(zhèn)人口，15-54歲男女性；2018 vs. 2016Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; TTL Shopper 1554 y.o, 2018 vs. 201615-1920-2930-3940-4950-5420182016一線城市 Tier 1Tier 2Tier 3四五線城市 Tier 4&520182016分城市級別女性消費 者護

5、膚彩妝人均花費(RMB)Females Avg. Spending(RMB) on Cosmetics byCity Tier分年齡段女性消費者 護膚彩妝人均花費(RMB)Females Avg. Spending(RMB) on Cosmetics byAge20s females are the key group in cosmetics market; lower tiers show prospective growth driven by the young.人均花費增長人均花費增長Spending GRSpending GR+49%+37%+23%+14%+19%+22%+28%

6、+29%聚焦日新月異的消費模式Looking into a growingly complicated China market聚焦日新月異的消費模式Looking into a growingly complicated China market隨時購買的習慣Always-on Shopping逐步高階的行為Increasing Sophistication樂于嘗新的態(tài)度Loving to Try化妝品消費成為日常習慣，社交平臺助力時刻種草拔草、并滲透小鎮(zhèn)青年Consumers start to purchase all year round; social EC triggers shop

7、ping and breaks the barrier for low tiers.數(shù)據(jù)來源：凱度消費者指數(shù)個人美妝樣組；全國城鎮(zhèn)人口，15-54歲女性；2018 vs. 2017 凱度消費者指數(shù)媒介畫像2018Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female Shopper 1554 y.o, 2018 vs. 2017 Kantar Worldpanel Media Profiler 2018隨時購買的習慣 Always-on ShoppingP1 P2 P3 P4 P5 P6 P7 P8 P9 P10

8、 P11 P12 P13分時間段線上消費人次增長率Online ShoppingTraffic GR byPeriod3.86.1811.11直播平臺Live-streaming社交網(wǎng)絡(luò)SNS美妝社群Beauty Community+30%+27%+89%裝機率Download Rate化妝品購買滲透率增長Red Book Cosmetics Shopping Penetration化妝品購買人次增長WeChat Cosmetics Shopping Traffic分年齡微信 購物滲透率 WeChat Shopping Penetrationby Age15-1920-2930-3940-49

9、50-54Lower Tier Upper Tier消費者美妝知識不斷積累，渴望更專業(yè)的護理和更高階產(chǎn)品Consumers knowledge accumulates; they pursue more professional treatment and advanced products.數(shù)據(jù)來源：凱度消費者指數(shù)個人美妝樣組；全國城鎮(zhèn)人口，15-54歲女性；2018 vs. 2017凱度消費者指數(shù)個護使用樣組；一、二線城市；13-55歲女性；2018 vs. 2017Data source: Kantar Worldpanel Beauty Panel; TTL Urban China;

10、Female Shopper 1554 y.o, 2018 vs. 2017 Kantar Worldpanel Usage Panel; Key+A cities; Female Shopper 1355 y.o,逐步高階的行為 Increasing Sophistication43%的20代女性喜歡閱 讀最新的美妝信息Of females love to read latest beauty news+22%女性去美容院/SPA的 人數(shù)增長Number of females went to beauty salon/spa滲透率上漲品類Category ofHigh Penetration

11、 Incremental精華Essence唇膏Lip Stick防曬Sun Care妝前乳Primer眼部護理Eye Care眼影Eye Shadow卸妝水Makeup Remover粉底液Liquid Foundation品牌選擇愈加多樣，多品牌疊加購買成為常態(tài)Consumers are adding more brands into basket; shopping across brand nationalities and price tiers are usual.數(shù)據(jù)來源：凱度消費者指數(shù)個人美妝樣組；全國城鎮(zhèn)人口，15-54歲女性；2018 vs. 2017 vs. 2016Dat

12、a source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female Shopper 1554 y.o, 2018 vs. 2017 vs. 2016樂于嘗新的態(tài)度Loving to Try2018年消費者觸及品牌個數(shù)Number of brands havingreachedconsumers in2018護膚Skincare+20% vs.2016+22% vs.2016彩妝Makeup9,9072,762多品牌疊加購買Brand mix60%70%女性跨價格帶購買 Women buying from 2 or more pri

13、ce tiers女性跨品牌國籍購買 Women buying from 2 or more brand nationalities高端品牌滲透率增長 Luxury Brands Penetration大眾品牌平均花費增長Mass Brands Avg. Spending升級“降級”同時進行Upgrading and “downgrading” at the same time+20%vs.2017+10%vs.2017全體女性Z世代20182016平均購買品牌數(shù) Avg. # of cosmetics brands purchased挑戰(zhàn)和機遇并存的市場為不同的品牌提供增長機會Challeng

14、es and opportunities co-exist for both emerging and big brands數(shù)據(jù)來源：凱度消費者指數(shù)個人美妝樣組；全國城鎮(zhèn)人口，15-54歲女性；2018 vs. 2017 vs. 2016Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female Shopper 1554 y.o, 2018 vs. 2017 vs. 2016*新興品牌為2016年市場份額小于0.1%；大品牌為2016年市場份額大于0.2% 所有顯示品牌2018年增長率均高于30%*Emerging

15、brands had market share 30% in 2018新興品牌爆發(fā) 式增長Emerging brandsbooming大品牌堅守陣地Big brands keep strong解碼顛覆式增長Decoding Disruptive Growth隨時購買的習慣Always-on shopping多觸點、多時機觸及人群Trigger consumers everywhere using multiple touchpoints逐步高階的行為Increasing sophistication樂于嘗新的態(tài)度Loving to try電商助力快速崛起的品牌扎根成長，并為傳統(tǒng)品牌打開下線市場

16、EC facilitate growth of emerging brands and unleash lower-tier market for big brands.數(shù)據(jù)來源：凱度消費者指數(shù)個人美妝樣組；全國城鎮(zhèn)人口，15-54歲女性；2018 vs. 2017Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female Shopper 1554 y.o, 2018 vs. 2017線上銷額增長Online Value GR+50%整體銷額增長Brand Value GR+45%下線城市銷額增長Lower Tier

17、s Value GR+47%全國銷額增長TTL China Value GR+36%的下線城市新消費者來自線上of lower-tier New brand buyers recruited online81%薇諾娜線上銷額占比WINONA onlinevalue share%50%蘭蔻線上線下銷額增長LANCOME online& offlinevalue GR均 20%Both線上多平臺策略樂于嘗新的態(tài)度Loving to try逐步高階的行為Increasing sophistication運用步驟和場景激發(fā)需求Drive needsin sophisticated routine an

18、dusage occasions隨時購買的習慣Always-on shopping多地點、多時機 觸及人群Trigger consumers everywhere using multiple touchpoints豐富使用場景，填補碎片化時機Enrich usage occasions and fill up the blank in fragmental moments.現(xiàn)代都市生活Urban lifestyle晨間面膜Morning Mask面部定妝噴霧Facial MakeupSetting Mist早晨時間寶貴長時間帶妝在外熬夜加班場景定制 Occasion customizatio

19、n重要場合前旅途中不同妝容社交場合容光煥發(fā)Perfect skin condition in social occasions婚紗面膜“Wedding Dress” Mask出差旅行便于攜帶Easy to carry in trips7日旅行套裝7-day Trip Set妝容濃淡不同清潔力度Different products for different makeup卸妝乳/水/油Removal in different formats隨時購買的習慣Always-on shopping多地點、多時機 觸及人群Trigger consumers everywhere using multiple touchpoints逐步高階的行為Increasing sophistication運用步驟和場景激發(fā)需求Drive needsin sophisticated routine and usage occasions樂于嘗新的態(tài)度Loving to try獨特的產(chǎn)品優(yōu)勢和品牌定位傳遞價值Deliver valuewith unique product benefitand brand positioning有效成分溝通、專業(yè)形象打造獨一無二性Incorporate scientifically-convi