解码品牌颠覆性增长奥秘

颠覆未来：市场变革下的品牌增长模式 Disruptive Growth Formula in China Beauty Market 凯度消费者指数 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. 6.9 6.7 6.9 6.6 4.1 3.6 4.7 5.2 购买频次稳定 Stable Frequency +1.5% -3.2% 购物篮缩小 Smaller Basket 持续高端化 +4.6% Continuous Premiumization 2015 2016 2017 2018 国内生产总额及快消品销额增长率 GDP & FMCG Value GR 增长驱动力 Growth Driver 品类销额增长率 Category Value 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. 2017 Data source: Kantar Worldpanel Household Panel; TTL Urban China Families, 2018 vs. 2017 GDP 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组；全国城镇人口，15-54岁男女性；2018 vs. 2017 Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; TTL Shopper 15~54 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 Care Category Performance 快 销额增长率 Value GR 慢 渗透率 Penetration% 高 低 一线城市 二线城市 三线城市 四五线城市 20代女性是化妆品消费主力，下线增长迅猛 20s females are the key group in cosmetics market; lower tiers show prospective growth driven by the young. 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. 2016 Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; TTL Shopper 15~54 y.o, 2018 vs. 2016 15-1920-2930-3940-4950-54+49% +37% +23% +14% +19% 2018 2016 +22% +28% +29% +25% Tier 1 Tier 2 Tier 3 Tier 4&5 2018 2016 分城市级别女性消费者护肤彩妆人均花费 (RMB) Females Avg. Spending (RMB) on Cosmetics by City 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 by Age 人均花费增长 Spending GR 人均花费增长 Spending GR 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 shopping 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2018 Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female Shopper 15~54 y.o, 2018 vs. 2017 Kantar Worldpanel Media Profiler 2018 随时购买的习惯 Always-on Shopping P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13分时间段线上消费人次增长率 Online Shopping Traffic GR by Period 3.8 6.18 11.11 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 Penetration by Age 15-1920-2930-3940-4950-54Lower 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. 2017 Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female Shopper 15~54 y.o, 2018 vs. 2017 Kantar Worldpanel Usage Pan