化妆品搭载前沿技术，真正融入生活中

GfK 化妆品部门2021年10月化妆品搭载前沿技术，真正融入生活中2GfK是全球领先消费品研究公司全球第四市场研究公司13,000+名行业专家100 个国家和地区开展业务并提供国家及当地市场洞察公认的科技/耐用品行业思想领袖… 帮助客户实现业务成功及商业价值零售数据研究自2003年起，覆盖200多品牌月度/季度/年度，SKU级别颗粒度消费者，渠道，白皮书专题研究中国51城市百货/购物中心渠道渠道普查类型，位置，商圈，客流美妆+护肤行业研究专家25-Oct-215护肤精细化彩妆专业化6Data Source: GfK 51 cities DS and Mall cosmetic retail panel化妆品零售行业引领社会消费品迅速复苏并增长Data source: National bureau of statistics. "enterprises above the quota" refers to wholesale enterprises with annual sales of 20 million yuan or more. And retail enterprises with annual sales of 5 million yuan or more; GfK Beauty=skincare+makeup, in 51 cities DS&MALL-1.8%12.1%20.5%13.5%2.5%7.3%Jun-20Jul-20Aug-20Sep-20Oct-20Nov-20Dec-20Jan&Feb-21Mar-21Apr-21May-21Jun-21社会消费品化妆品零售（限额以上）GfK51城市百货渠道上半年销售额同比21/2021/1921.611.026.626.326.413.47Data Source: GfK 51 cities DS and Mall cosmetic retail panel传统百货依旧为主力渠道，购物中心引领增长70%,+29.0%30%,+59.1%77%, +18.6%23%, +44.6%护肤彩妆2021 H1 Retail Sales Value Weight & Evol(+8.3% vs 19H1)(+63.2% vs 19H1)(-19.1% vs 19H1)(+28.2% vs 19H1)8Data Source: GfK 51 cities DS and Mall cosmetic retail panel各区域表现有所差异，华东和华南区域先行10.5%9.6%9.0%9.2%10.0%9.5%14.5%15.5%14.4%16.4%16.0%15.6%19.6%18.3%19.6%29.8%30.6%32.0%19H120H121H1销售额份额及同比华东华南华北西南西北东北+31.9%+19.1% vs 19H1+34.8%+10.8% vs 19H1+22.8%+5.6% vs 19H1+17.6%+10.1% vs 19H1+18.9%+14.3% vs 19H1+17.5%-4.6% vs 19H19Data Source: GfK 51 cities DS and Mall cosmetic retail panel无论传统百货或购物中心，三线城市增劲十足亮眼5.3%1.8%6.4%65.4%63.5%66.0%29.3%34.7%27.6%TotalMallDS+46.8%+24.3% vs 19H1+25.8%+13.0% vs 19H1+24.7%+9.2% vs 19H1+64.7%+17.0% vs 19H1+44.0%+35.6% vs 19H1+49.5%+66.4% vs 19H1+45.4%+25.0% vs 19H1+19.7%+5.9% vs 19H1+18.6%-1.3% vs 19H12021年3月化妆品品牌百货渠道柜台数变化疫情引发化妆品行业新一轮闭店潮，“下沉”成为中国化妆品行业的代名词2020年4月2020年9月2021年3月- 4.2%22.5%22.7%67.7%67.9%9.8%9.5%2021年3月2020年9月一线城市二线城市三线城市化妆品品牌百货渠道柜台数区域占比- 8.1%27.7%27.8%23.2%23.3%14.2%13.9%11.9%12.3%12.1%11.5%10.9%11.3%2020年9月2021年4月华东地区中南地区华北地区西北地区西南地区东北地区化妆品品牌百货渠道柜台数51城市级别占比-4.0% -3.9%-6.0% -1.4% -8.8%- 1.1%-5.0%-4.9%-0.9%数据来源：GfK 51城市百货渠道普查数据11Data Source: GfK 51 cities DS and Mall cosmetic retail panel国潮品牌以丰富的产品选择进军大众市场，渠道商积极发展中端自有品牌稳固老用户29.0%31.4%34.1%31.1%31.5%30.6%16.0%18.1%17.4%23.7%18.8%17.7%19H120H121H1大众档次化妆品品牌的品牌归属地份额及同比ChinaWesternJapanKoreaOthers+23.7%+10.3%+7.4%+9.0%12Data Source: GfK 51 cities DS and Mall cosmetic retail panel高单价产品的护肤套装和面霜引领市场恢复增长，深度护肤类的卸妆和身体护理成为21年的新兴亮点卸妆洁面乳洁面摩丝面霜乳液精华眼部护理身体护理化妆水面膜套装0%10%20%30%40%50%60%-5%5%15%25%35%45%Value avg. Evol.Volume Evol.Value Evol.Volume avg. Evol.2021上半年护肤分品类表现Bubble size: value share抗衰老功效进一步成为主角，控油类产品需求上升68.1%15.4%9.9%4.3%2.2%护肤分功效销售额份额抗衰老保湿美白控油其他27.3%10.6%18.4%23.2%13.8%4.0%4.4%15.1%抗衰老保湿美白控油护肤分功效同比增长率2021 H1 销售额2021 H1 销售量The benefit of products is classified according to GfK definition遮瑕和定妆类产品领涨，口红类产品出现回暖BB霜妆前乳粉底霜粉底液压缩粉底气垫粉饼散粉腮红遮瑕口红唇彩睫毛膏眼影眉笔眉粉眼线-40%-20%0%20%40%60%80%100%-30%-10%10%30%50%70%90%110%Avg volume Evol.Value Evol.Avg value Evol.Bubble size: value shareVolume Evol.25-Oct-21Title of presentation (Insert / Header & Footer / Apply to All)