颠覆未来：市场变革下的品牌增长模式

1、中国快消市场加速，个人护理大放异彩China FMCG market accelerates driven by premiumization; Personal Care outperforms.4.75.2购买频次稳定Stable Frequency+1.5%购物篮缩小Smaller Basket-3.2%持续高端化 +4.6%Continuous Premiumization2015201620172018国内生产总 额及快消品 销额增长率GDP & FMCGValue GR增长驱动力Growth Driver品类销额 增长率 Category Val

2、ue GR食品饮料Food & Beverage家庭护理Home Care个人护理Personal Care+3%+11%+7%数据来源：凯度消费者指数家庭购买样组；全国城镇家庭；2018 vs. 2017Data source: Kantar Worldpanel Household Panel; TTL Urban China Families, 2018 vs. 2017GDP FMCG护肤彩妆独领风骚，潜力巨大Facial Skin Care and Makeup keeps strong growth with massive potentials.数据来源：凯度消费者指数个人美妆样

3、组；全国城镇人口，15-54岁男女性；2018 vs. 2017Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; TTL Shopper 1554 y.o, 2018 vs. 2017面部护肤品 Facial Skin Care彩妆 Makeup染发 Hair Colorant身体护理Body Care洗发水 Shampoo沐浴露Showering Gel护发素 Conditioner头发造型 Hair Styling香氛 Fragrance个护品类 市场表现 Personal CareCategoryPerforman

4、ce快销额增长率 Value GR慢渗透率 Penetration%高低二线城市三线城市20代女性是化妆品消费主力，下线增长迅猛数据来源：凯度消费者指数个人美妆样组；全国城镇人口，15-54岁男女性；2018 vs. 2016Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; TTL Shopper 1554 y.o, 2018 vs. 201615-1920-2930-3940-4950-5420182016一线城市 Tier 1Tier 2Tier 3四五线城市 Tier 4&520182016分城市级别女性消费 者护

5、肤彩妆人均花费(RMB)Females Avg. Spending(RMB) on Cosmetics byCity Tier分年龄段女性消费者 护肤彩妆人均花费(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.人均花费增长人均花费增长Spending GRSpending GR+49%+37%+23%+14%+19%+22%+28%

6、+29%聚焦日新月异的消费模式Looking into a growingly complicated China market聚焦日新月异的消费模式Looking into a growingly complicated China market随时购买的习惯Always-on Shopping逐步高阶的行为Increasing Sophistication乐于尝新的态度Loving to Try化妆品消费成为日常习惯，社交平台助力时刻种草拔草、并渗透小镇青年Consumers start to purchase all year round; social EC triggers shop

7、ping and breaks the barrier for low tiers.数据来源：凯度消费者指数个人美妆样组；全国城镇人口，15-54岁女性；2018 vs. 2017 凯度消费者指数媒介画像2018Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female Shopper 1554 y.o, 2018 vs. 2017 Kantar Worldpanel Media Profiler 2018随时购买的习惯 Always-on ShoppingP1 P2 P3 P4 P5 P6 P7 P8 P9 P10

8、 P11 P12 P13分时间段线上消费人次增长率Online ShoppingTraffic GR byPeriod3.86.1811.11直播平台Live-streaming社交网络SNS美妆社群Beauty Community+30%+27%+89%装机率Download Rate化妆品购买渗透率增长Red Book Cosmetics Shopping Penetration化妆品购买人次增长WeChat Cosmetics Shopping Traffic分年龄微信 购物渗透率 WeChat Shopping Penetrationby Age15-1920-2930-3940-49

9、50-54Lower Tier Upper Tier消费者美妆知识不断积累，渴望更专业的护理和更高阶产品Consumers knowledge accumulates; they pursue more professional treatment and advanced products.数据来源：凯度消费者指数个人美妆样组；全国城镇人口，15-54岁女性；2018 vs. 2017凯度消费者指数个护使用样组；一、二线城市；13-55岁女性；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,逐步高阶的行为 Increasing Sophistication43%的20代女性喜欢阅 读最新的美妆信息Of females love to read latest beauty news+22%女性去美容院/SPA的 人数增长Number of females went to beauty salon/spa渗透率上涨品类Category ofHigh Penetration

11、 Incremental精华Essence唇膏Lip Stick防晒Sun Care妆前乳Primer眼部护理Eye Care眼影Eye Shadow卸妆水Makeup Remover粉底液Liquid Foundation品牌选择愈加多样，多品牌叠加购买成为常态Consumers are adding more brands into basket; shopping across brand nationalities and price tiers are usual.数据来源：凯度消费者指数个人美妆样组；全国城镇人口，15-54岁女性；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乐于尝新的态度Loving to Try2018年消费者触及品牌个数Number of brands havingreachedconsumers in2018护肤Skincare+20% vs.2016+22% vs.2016彩妆Makeup9,9072,762多品牌叠加购买Brand mix60%70%女性跨价格带购买 Women buying from 2 or more pri

13、ce tiers女性跨品牌国籍购买 Women buying from 2 or more brand nationalities高端品牌渗透率增长 Luxury Brands Penetration大众品牌平均花费增长Mass Brands Avg. Spending升级“降级”同时进行Upgrading and “downgrading” at the same time+20%vs.2017+10%vs.2017全体女性Z世代20182016平均购买品牌数 Avg. # of cosmetics brands purchased挑战和机遇并存的市场为不同的品牌提供增长机会Challeng

14、es and opportunities co-exist for both emerging and big brands数据来源：凯度消费者指数个人美妆样组；全国城镇人口，15-54岁女性；2018 vs. 2017 vs. 2016Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female Shopper 1554 y.o, 2018 vs. 2017 vs. 2016*新兴品牌为2016年市场份额小于0.1%；大品牌为2016年市场份额大于0.2% 所有显示品牌2018年增长率均高于30%*Emerging

15、brands had market share 30% in 2018新兴品牌爆发 式增长Emerging brandsbooming大品牌坚守阵地Big brands keep strong解码颠覆式增长Decoding Disruptive Growth随时购买的习惯Always-on shopping多触点、多时机触及人群Trigger consumers everywhere using multiple touchpoints逐步高阶的行为Increasing sophistication乐于尝新的态度Loving to try电商助力快速崛起的品牌扎根成长，并为传统品牌打开下线市场

16、EC facilitate growth of emerging brands and unleash lower-tier market for big brands.数据来源：凯度消费者指数个人美妆样组；全国城镇人口，15-54岁女性；2018 vs. 2017Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female Shopper 1554 y.o, 2018 vs. 2017线上销额增长Online Value GR+50%整体销额增长Brand Value GR+45%下线城市销额增长Lower Tier

17、s Value GR+47%全国销额增长TTL China Value GR+36%的下线城市新消费者来自线上of lower-tier New brand buyers recruited online81%薇诺娜线上销额占比WINONA onlinevalue share%50%兰蔻线上线下销额增长LANCOME online& offlinevalue GR均 20%Both线上多平台策略乐于尝新的态度Loving to try逐步高阶的行为Increasing sophistication运用步骤和场景激发需求Drive needsin sophisticated routine an

18、dusage occasions随时购买的习惯Always-on shopping多地点、多时机 触及人群Trigger consumers everywhere using multiple touchpoints丰富使用场景，填补碎片化时机Enrich usage occasions and fill up the blank in fragmental moments.现代都市生活Urban lifestyle晨间面膜Morning Mask面部定妆喷雾Facial MakeupSetting Mist早晨时间宝贵长时间带妆在外熬夜加班场景定制 Occasion customizatio

19、n重要场合前旅途中不同妆容社交场合容光焕发Perfect skin condition in social occasions婚纱面膜“Wedding Dress” Mask出差旅行便于携带Easy to carry in trips7日旅行套装7-day Trip Set妆容浓淡不同清洁力度Different products for different makeup卸妆乳/水/油Removal in different formats随时购买的习惯Always-on shopping多地点、多时机 触及人群Trigger consumers everywhere using multiple touchpoints逐步高阶的行为Increasing sophistication运用步骤和场景激发需求Drive needsin sophisticated routine and usage occasions乐于尝新的态度Loving to try独特的产品优势和品牌定位传递价值Deliver valuewith unique product benefitand brand positioning有效成分沟通、专业形象打造独一无二性Incorporate scientifically-convi