顛覆未來(lái)：市場(chǎng)變革下的品牌增長(zhǎng)模式

1、中國(guó)快消市場(chǎng)加速，個(gè)人護(hù)理大放異彩China FMCG market accelerates driven by premiumization; Personal Care outperforms.4.75.2購(gòu)買頻次穩(wěn)定Stable Frequency+1.5%購(gòu)物籃縮小Smaller Basket-3.2%持續(xù)高端化 +4.6%Continuous Premiumization2015201620172018國(guó)內(nèi)生產(chǎn)總 額及快消品 銷額增長(zhǎng)率GDP & FMCGValue GR增長(zhǎng)驅(qū)動(dòng)力Growth Driver品類銷額 增長(zhǎng)率 Category Val

2、ue GR食品飲料Food & Beverage家庭護(hù)理Home Care個(gè)人護(hù)理Personal Care+3%+11%+7%數(shù)據(jù)來(lái)源：凱度消費(fèi)者指數(shù)家庭購(gòu)買樣組；全國(guó)城鎮(zhèn)家庭；2018 vs. 2017Data source: Kantar Worldpanel Household Panel; TTL Urban China Families, 2018 vs. 2017GDP FMCG護(hù)膚彩妝獨(dú)領(lǐng)風(fēng)騷，潛力巨大Facial Skin Care and Makeup keeps strong growth with massive potentials.數(shù)據(jù)來(lái)源：凱度消費(fèi)者指數(shù)個(gè)人美妝樣

3、組；全國(guó)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(hù)膚品 Facial Skin Care彩妝 Makeup染發(fā) Hair Colorant身體護(hù)理Body Care洗發(fā)水 Shampoo沐浴露Showering Gel護(hù)發(fā)素 Conditioner頭發(fā)造型 Hair Styling香氛 Fragrance個(gè)護(hù)品類 市場(chǎng)表現(xiàn) Personal CareCategoryPerforman

4、ce快銷額增長(zhǎng)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(fèi)主力，下線增長(zhǎng)迅猛數(shù)據(jù)來(lái)源：凱度消費(fèi)者指數(shù)個(gè)人美妝樣組；全國(guó)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(jí)別女性消費(fèi) 者護(hù)

5、膚彩妝人均花費(fèi)(RMB)Females Avg. Spending(RMB) on Cosmetics byCity Tier分年齡段女性消費(fèi)者 護(hù)膚彩妝人均花費(fèi)(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(fèi)增長(zhǎng)人均花費(fèi)增長(zhǎng)Spending GRSpending GR+49%+37%+23%+14%+19%+22%+28%

6、+29%聚焦日新月異的消費(fèi)模式Looking into a growingly complicated China market聚焦日新月異的消費(fèi)模式Looking into a growingly complicated China market隨時(shí)購(gòu)買的習(xí)慣Always-on Shopping逐步高階的行為Increasing Sophistication樂(lè)于嘗新的態(tài)度Loving to Try化妝品消費(fèi)成為日常習(xí)慣，社交平臺(tái)助力時(shí)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(lái)源：凱度消費(fèi)者指數(shù)個(gè)人美妝樣組；全國(guó)城鎮(zhèn)人口，15-54歲女性；2018 vs. 2017 凱度消費(fèi)者指數(shù)媒介畫(huà)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(shí)購(gòu)買的習(xí)慣 Always-on ShoppingP1 P2 P3 P4 P5 P6 P7 P8 P9 P10

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

9、50-54Lower Tier Upper Tier消費(fèi)者美妝知識(shí)不斷積累，渴望更專業(yè)的護(hù)理和更高階產(chǎn)品Consumers knowledge accumulates; they pursue more professional treatment and advanced products.數(shù)據(jù)來(lái)源：凱度消費(fèi)者指數(shù)個(gè)人美妝樣組；全國(guó)城鎮(zhèn)人口，15-54歲女性；2018 vs. 2017凱度消費(fèi)者指數(shù)個(gè)護(hù)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(zhǎng)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(hù)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(gòu)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(lái)源：凱度消費(fèi)者指數(shù)個(gè)人美妝樣組；全國(guó)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(lè)于嘗新的態(tài)度Loving to Try2018年消費(fèi)者觸及品牌個(gè)數(shù)Number of brands havingreachedconsumers in2018護(hù)膚Skincare+20% vs.2016+22% vs.2016彩妝Makeup9,9072,762多品牌疊加購(gòu)買Brand mix60%70%女性跨價(jià)格帶購(gòu)買 Women buying from 2 or more pri

13、ce tiers女性跨品牌國(guó)籍購(gòu)買 Women buying from 2 or more brand nationalities高端品牌滲透率增長(zhǎng) Luxury Brands Penetration大眾品牌平均花費(fèi)增長(zhǎng)Mass Brands Avg. Spending升級(jí)“降級(jí)”同時(shí)進(jìn)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(gòu)買品牌數(shù) Avg. # of cosmetics brands purchased挑戰(zhàn)和機(jī)遇并存的市場(chǎng)為不同的品牌提供增長(zhǎng)機(jī)會(huì)Challeng

14、es and opportunities co-exist for both emerging and big brands數(shù)據(jù)來(lái)源：凱度消費(fèi)者指數(shù)個(gè)人美妝樣組；全國(guó)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(chǎng)份額小于0.1%；大品牌為2016年市場(chǎng)份額大于0.2% 所有顯示品牌2018年增長(zhǎng)率均高于30%*Emerging

15、brands had market share 30% in 2018新興品牌爆發(fā) 式增長(zhǎng)Emerging brandsbooming大品牌堅(jiān)守陣地Big brands keep strong解碼顛覆式增長(zhǎng)Decoding Disruptive Growth隨時(shí)購(gòu)買的習(xí)慣Always-on shopping多觸點(diǎn)、多時(shí)機(jī)觸及人群Trigger consumers everywhere using multiple touchpoints逐步高階的行為Increasing sophistication樂(lè)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(zhǎng)，并為傳統(tǒng)品牌打開(kāi)下線市場(chǎng)

16、EC facilitate growth of emerging brands and unleash lower-tier market for big brands.數(shù)據(jù)來(lái)源：凱度消費(fèi)者指數(shù)個(gè)人美妝樣組；全國(guó)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(zhǎng)Online Value GR+50%整體銷額增長(zhǎng)Brand Value GR+45%下線城市銷額增長(zhǎng)Lower Tier

17、s Value GR+47%全國(guó)銷額增長(zhǎng)TTL China Value GR+36%的下線城市新消費(fèi)者來(lái)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(zhǎng)LANCOME online& offlinevalue GR均 20%Both線上多平臺(tái)策略樂(lè)于嘗新的態(tài)度Loving to try逐步高階的行為Increasing sophistication運(yùn)用步驟和場(chǎng)景激發(fā)需求Drive needsin sophisticated routine an

18、dusage occasions隨時(shí)購(gòu)買的習(xí)慣Always-on shopping多地點(diǎn)、多時(shí)機(jī) 觸及人群Trigger consumers everywhere using multiple touchpoints豐富使用場(chǎng)景，填補(bǔ)碎片化時(shí)機(jī)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(shí)間寶貴長(zhǎng)時(shí)間帶妝在外熬夜加班場(chǎng)景定制 Occasion customizatio

19、n重要場(chǎng)合前旅途中不同妝容社交場(chǎng)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(shí)購(gòu)買的習(xí)慣Always-on shopping多地點(diǎn)、多時(shí)機(jī) 觸及人群Trigger consumers everywhere using multiple touchpoints逐步高階的行為Increasing sophistication運(yùn)用步驟和場(chǎng)景激發(fā)需求Drive needsin sophisticated routine and usage occasions樂(lè)于嘗新的態(tài)度Loving to try獨(dú)特的產(chǎn)品優(yōu)勢(shì)和品牌定位傳遞價(jià)值Deliver valuewith unique product benefitand brand positioning有效成分溝通、專業(yè)形象打造獨(dú)一無(wú)二性Incorporate scientifically-convi