PDF《颠覆未来：市场变革下的品牌增长模式》

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.

2017 Data source: Kantar Worldpanel Beauty Panel;

TTL Urban China;

Female Shopper 15~54 y.o,

2018 vs.

2017 Kantar Worldpanel Usage Panel;

Key+A cities;

Female Shopper 13~55 y.o, 逐步高阶的行为 Increasing Sophistication 43% 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 of High Penetration 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.

2016 Data source: Kantar Worldpanel Beauty Panel;

TTL Urban China;

Female Shopper 15~54 y.o,

2018 vs.

2017 vs.

2016 乐于尝新的态度 Loving to Try 2018年消费者 触及品牌个数 Number of brands having reached consumers in

2018 护肤 Skincare +20% vs.2016 +22% vs.2016 9,907 彩妆 Makeup 2,762 多品牌叠加购买 Brand mix >60% >70% 女性跨价格带购买 Women buying from

2 or more price tiers 女性跨品牌国籍购买 Women buying from

2 or more brand nationalities +20% +10% 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 vs.2017 vs.2017 全体女性 Z世代

2018 2016 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 Challenges 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.

2016 Data source: Kantar Worldpanel Beauty Panel;

TTL Urban China;

Female Shopper 15~54 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 brands had market share 30% in

2018 新兴品牌爆发 式增长 Emerging brands booming 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 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.

2017 Data source: Kantar Worldpanel Beauty Panel;

TTL Urban China;

Female Shopper 15~54 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 Tiers 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 online 81% 薇诺娜 线上销额占比 WINONA online value share% >50% 兰蔻线上线下 销额增长 LANCOME online & offline value GR >20% 均Both 线上 多平台策略 日益成熟的理念 Increasing sophistication 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 needs in sophisticated routine and usage 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 Makeup Setting Mist 早晨时间宝贵 长时间带妆在外 熬夜加班 场景定制 Occasion customization 重要场合前 婚纱面膜 "Wedding Dress" Mask 旅途中 7日旅行套装 7-day Trip Set 不同妆容 卸妆乳/水/ 油Removal in different formats 社交场合容光焕发 Perfect skin condition in social occasions 出差旅行便于携带 Easy to carry in trips 妆容浓淡不同清洁力度 Different products for different makeup 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 needs in 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 value with unique product benefit and brand positioning 有效成分沟通、专业形象打造独一无二性 Incorporate scientifically-convincing ingredients and forge unique brand image 数据来源:凯度消费者指数个人美妆样组;