资源描述
S1060516080002 YIYONGJIAN 2023 02 19 S1060522070002:XUYIWEN 3 30 2021 50 2021 0 10+2017 2019 11+IP 1-2 KOL B 1 2021 2022 2 2 30%+2 3 Eve Lom 0-1 4 1 2 3 4 5 C O N T E NT S 3 OCF 4 2016 5 50 2020 11 2016-2020 2017 2018 99 2019 11 2020 2021 11 2021 40 2019)EVE LOM 8 3 1.17.230.339.742.30.3%1.6%5.1%6.7%6.1%0%2%4%6%8%010203040502017 2018 2019 2020 2021%17 4 2 2 1.17.232.449.453.10.0%0.2%0.7%0.9%0.9%0.0%0.2%0.4%0.6%0.8%1.0%01020304050602017 2018 2019 2020 2021%2017-2021 2017-2021 52016-2021 1 2020 4 1 20 2020 6 618 2020 6 2020 10 2020 11 11 GMV 2020 9 1.4 40 2020 11 IPO2021 1 2021 3 SPA EVE LOM2016 2017 3 2017 9 2018 9 99 2019 1 2019 2019 6 2018 5 1 2019 9 CMC 10+6 2022 1 2 3 2022 2022 2021 2021 6 COO 2021 11 1 2022 6 618 2022 4 2022 8 5000 2022 5 CSO 2022 10 30%2 2022 11 EVE LOM 11 GMV 7&1983 2016 2011-2016 2007-2010 2017 2007 2021 6&1985 2018 9 2021 6 2013-2016 2007-2013 2014 2022 5&1987 2018 9 2022 5 2012-2016 2009-2012 2009&1972 2020 7 2020 11 13 2011-2020 NYSE:VIPS 2003 1993 WeihuaChen 19802021 5 20 2015-2020 NASDAQ:FUTU 2003-2015/QQ 2001 2021 CEO 2020 CFO 2021 2022/2022 8 2021 3497 167 2021 60 273 27 70%+2021 11.9%2021 35 213267 265692391,2321,412239273375878154 1602941,09227102004006008001000120014001600 2020 2021 28442,378349716316916715916016116216316416516616716816917005001000150020002500300035004000 C O N T E NT S 9 OCF 102018-2022 635 3,031 5,233 5,840 2,701 377%73%12%-37%-100%0%100%200%300%400%010002000300040005000600070002018 2019 2020 2021 2022Q1-3 yoy1,444 1,525 1,343 1,528 891 952 858 43%54%6%-22%-38%-38%-36%-60%-40%-20%0%20%40%60%050010001500200021Q1 21Q2 21Q3 21Q4 22Q1 22Q2 22Q3 yoy 2022 2018-2020 2021 21 Q4 58 12%2022 27 37%8-10 2018 2019 non-GAAP 1.5 5%20-21 2022 7.6 29%Q1-Q3 2.9 2.7 2.1 non-GAAP 1.6 2.1 1.2(47)(45)(3,984)(1,541)(763)(24)150(785)(977)(487)-5000-4000-3000-2000-1000010002018 2019 2020 2021 2022Q1-3 non-GAAP(317)(390)(360)(473)(291)(266)(206)(233)(194)(215)(335)(155)(210)(122)-500-400-300-200-100021Q1 21Q2 21Q3 21Q4 22Q1 22Q2 22Q3 non-GAAP 21Q1-22Q3 21Q1-22Q3 2018-2022 30%112019-2021 22Q3 30%2021 58 10 332%2022 Q1-Q3 7.1 6.3 5.9 Q3 1.8 3.22.7 69%49%33%30%7.7 47%29%2021 12%+1,336 1,312 1,140 708 634 589-47%-52%-48%-54%-52%-50%-48%-46%-44%05001000150021Q1 21Q2 21Q3 22Q1 22Q2 22Q3 yoy108213203183318269 69%49%33%8%14%15%21%33%31%0%20%40%60%80%05010015020025030035021Q1 21Q2 21Q3 22Q1 22Q2 22Q3 yoy 35.158 58.465%1%0%10%20%30%40%50%60%70%0102030405060702019 2020 2021 yoy02.3039.955332%0%50%100%150%200%250%300%350%0246810122019 2020 2021 yoy2019-2021 22Q1-Q3 22Q1-Q3 122018-2021 Q1-3 2022 66.8%2022 0.6pct 66.8%2022 66.5%1.4pct 2019 41.3%2020 ROI 2022 66.5%1.4pct ROI 2018-2021 Q1-3403 1,928 3,364 3,899 1,804 378%75%16%-38%-100%0%100%200%300%400%0100020003000400050002018 2019 2020 2021 2022Q1-3 yoy63.5%63.6%64.3%66.8%66.8%45%50%55%60%65%70%75%80%85%2018 2019 2020 2021 2022Q1-3 309 1,251 3,412 4,006 1,795 305%173%17%-39%-100%0%100%200%300%400%0100020003000400050002018 2019 2020 2021 2022Q1-3 yoy48.7%41.3%65.2%68.6%66.5%0%10%20%30%40%50%60%70%80%2018 2019 2020 2021 2022Q1-3 2018-2021 Q1-3 2018-2021 Q1-3 132018-2021 Q1-3 2022 1 3.8%2020 1.3%2022 3.8%2022 1 2021 273 7.8%2018-2021 Q1-3 32367142102778%187%114%3%0%200%400%600%800%1000%0204060801001201401602018 2019 2020 2021 2022Q1-3 yoy0.4%0.8%1.3%2.4%3.8%0%1%2%3%4%5%6%7%2018 2019 2020 2021 2022Q1-3 1269510672372771020501001502002503002022 Q1-32021 23615921222597571273 9.9%5.6%3.8%7.6%8.1%17.8%7.8%0%5%10%15%20%0100200300400500600 OCF 22Q3 26 14 2022 Q2 Q3 1.12 0.22 Q3 11 2022 Q3 26 2022 Q3 26 2021(466)(79)(225)(250)(104)112 22-500-400-300-200-100010020021Q1 21Q2 21Q3 21Q4 22Q1 22Q2 22Q3 25 687 5,733 3,138 2,601 010002000300040005000600070002018 2019 2020 2021 2022Q1-3 21Q4-22Q3 2018-2022 Q1-3 C O N T E NT S 15 OCF 162022 1 2 1 2 140%24%13%14%13%12%3-4%2 16%12%1/13%27%2/12%16%3/12%12%4 7%/12%5/7%6%6/6%5%7 BB 4%/4%8 4%4%9/3%3%10 3%3%11 34%9%21 700 172011-2021 2021 700 2016-2021 19.6%2011-2016 10%2016 2016-2021 19.6%CTR 2015 32%2019 49%2020 2021 0.25:1 1:1 0.4:1 0.25:1 166181205227253285346451593 59669713%9%13%11%11%12%21%31%31%1%17%0%5%10%15%20%25%30%35%0100200300400500600700800%14%14%15%15%16%17%18%21%24%22%24%42%41%40%41%40%41%41%41%41%31%26%30%31%33%35%35%37%38%39%39%34%31%84%86%87%89%93%96%97%91%84%69%73%0%20%40%60%80%100%1834428394213213900501001502002503003504004502011-2021 2019 3000 182011-2021 2021 3000 2016-2021 11.6%2016 10%10%2021 3000 2016-2021 28%47%4%10%2011-2021/2012-2021 1,152 1,272 1,393 1,510 1,610 1,698 1,881 2,131 2,449 2,701 2,938 14%10%10%8%7%6%11%13%15%10%9%0%2%4%6%8%10%12%14%16%0500100015002000250030003500%26%27%27%27%27%28%31%34%38%43%47%74%73%73%73%73%72%69%66%62%57%53%0%20%40%60%80%100%37 42 47 60 69 89 122 184 239 283 13%14%26%15%29%36%52%30%18%3%3%3%4%4%5%6%8%9%10%0%10%20%30%40%50%60%050100150200250300%192021 TOP10%2021 TOP10 8 5 TOP10 5.3 POLA 4.0 17.7 Neutrogena 4.7 5.1 DHC 4.0 9.0 CeraVe 3.8 4.8 3.4 SU:M37 3.0Bath&Body Works3.8 3.8 2.9 2.3 3.2 3.0 SK-II 2.9 Dr Jart+2.2 Mary Kay 3.0 3.0 Sofina 2.4 O HUI 2.2 Proactiv 2.9SK-II 2.4 Orbis 2.1 Hera 2.1 Clinique 2.9 2.1 CPB 2.1 Iope 2.0Rodan+Fields2.7 1.7Saishunkan Seiyakusho1.9 Innisfree 1.9 2.6 1.7 1.9 AHC 1.8 2.3 6.4 Maquillage 4.4 4.6 7.5 6.1 Integrate 3.5 4.4 5.8 5.8 3.0 Clio 4.3 MAC 4.8 5.4Kanebo Kate3.0 Mac 4.0 Cover Girl 4.3YSL 5.0 Sofina 3.0 Age 20s 3.8 Clinique 3.8 4.7Majolica Majorca2.3 YSL 3.3Urban Decay3.0 3.6Coffret Dor2.2 Iope 3.3 Mary Kay 3.0 3.2 Pola 2.2 3.3Fenty Beauty by Rihanna3.0MAC 2.7 CPB 2.1 Hera 3.0 Lancme 2.9 2.6 Albion 2.0 2.3 NYX 2.92021 TOP10%C O N T E NT S 20 OCF DTC 21 DTC D2C 123 TOP/KOL/SKU/8 3 4 2022 22 7 2022 20 PINK BEAR 2-5 EVE LOM*2017 59-199 20 2019 39-199 NG2-5 PINK BEAR 2021 22-109 2-5 2021 120-250 8%2-5 2020 790-1680 1 VC G 2-5 EVE LOM 2021 SPA 410-2080 2-5 2020 C2B 49-271 3+1 Open Lab 23 Open Lab LSC3D Naolys 2020 7 2022 6 CNAS 2021 9 SmartLOCK H L DR.WU 2021 9 106 40 2020 7 2020 10 3D 2020 12 Naolys 2021 1 2021 3 2021 4 2021 5 OpenLab 2021 6 2021 9 2021 10 SmartLOCK 2021 11 2022 2 TransHealer 2022 5 2022 6 367 393-2022 6 CNAS 242019 OEM 2020 3 7 20 20%50%50%0%10%20%30%40%50%60%2019 B2C COGS 2020/80.57 26.59 5:4 PMPM 50.12 10.00 2:6-TOP10 0 1025 2015 18-28 95 00 2018 IP 1-2 KOL 2018 all-in B 20-150 20 150 80 1/3 79.9/3.2g 126/3.2gMAC 190/3g 310/3.5g 380/3.5gTF 480/3g 380/3.5g 0 10 262017 2018 2019 2020 2021 2022 X+IP 99 3-4 SKU SMARTLOCK SMARTLOCK ALLIN IP IP KOL KOL B Never KOL KOC Troye Sivan B 15000 KOL 27 2020 2021 Q1 21Q3 21Q4 20%+2022 ROI 2022 19Q1-22Q3-100%-50%0%50%100%150%020040060080010001200140016001800 2022 9 282022 1-2023 1 2694 MAC 2022 4 50%KOL 30 80%+30 206%33%98%67%52%5%176%86%38%-3%-37%2%1%-50%0%50%100%150%200%250%0100020003000400050006000,5%,8%,2%,3%,82%MAC 1832 1105 440 430 471 2075 2210 3077 1433 708 2050 595 1001 141 73 135 415 302 399 38-40 56 35 11 12 125 267 231 345 114 379 143 211 21 80 13 46 37 49 52 27 15 35 10 4-5-0.06 2704 2166 672 528 777 2799 2792 3873 1612 1102 2268 29 2019 600 2021 286 2022 2023 2 10 159 2022 1 121 2022 1-9 280 170 160 402382861984019848-88-150-100-500501001502002503003502019 2020 2021 2022Q3 04860 0 010151272513251302332762802772622532362242112001701661631721591500102030405060050100150200250300 Pink Bear&2022 3-2023 2 30 Pink Bear PinkBear TOP1 11 TOP10 2021 11 TOP1 Pink Bear 2019 2020 11 TOP10 2021 618 NG TOP1,89%,6%,5%,43%,17%,12%,9%,5%,14%49 25 59 29.5 69 16.8 2w+1w+6000+NG NG 69 59 49 39 59 39.5 2w+1w+7000+Pink Bear C O N T E NT S 31 OCF 0-1 32 Eve Lom 2 0 1 2022 Eve Lom 4.9 4.6 1.9 112%627%50%Eve Lom&GMV 05000100001500020000250003000021Q1 21Q2 21Q3 21Q4 22Q1 22Q2 22Q3 22Q4 050001000015000200002500021Q1 21Q2 21Q3 21Q4 22Q1 22Q2 22Q3 22Q4drwu&GMV Dr.WU&GMV 108213203183318269 69%49%33%8%14%15%21%33%31%0%10%20%30%40%50%60%70%80%05010015020025030035021Q1 21Q2 21Q3 22Q1 22Q2 22Q3 yoy 02000400060008000100001200021Q2 21Q3 21Q4 22Q1 22Q2 22Q3 22Q4evelomDR.WU&33 2003 2021 1 2021 11 GMV 1600%2022 11 GMV 110%+2022+GMV 5 112%DR.WU 2003 2004 S 2009 2011 10 2013 2014 LVMH L Capital 2016 2019 2021 11 GMV 1600%GMV 1400%2022 11 GMV 110%+DR.WU 50 20 DR.WU 34 12 5 14 SKU 12 54%29%13%6%8%,54%,29%,13%,4%DR.WU 352022 2011 8%240/15ml The Ordinary 1 8000 2022 11 11 NO.1 NO.1 NO.1 8%5%2%1%TransHealer 5%2%1%240/15ml 270/15ml 255/50gGMV 40%+10%+10%+8%5%+2%+1%240/15ml 8000+HFP 8%+189/15ml 1000+830/30ml 700+The Ordinary10%10%+95/30ml 600+8%0.15%+2%+3.84%+2.01%108/15ml 400+5%299/30ml 300+4.5%&+1.5%+0.45%+2%275/30ml 200+DR.WU 362022 1-2022 12 Open Lab+/+300 20%16%2022 11 TOP4 2022 1-2022 12 05001000150020002500 0%10%20%30%40%50%60%DR.WU 372022 1-2023 1 2022 15%+400%+30 1/6-2/8 52%30.1 3.6 500 23%2000 SamChak 100-500 21%5%2022 1-2023 1 3001000200030004000500060007000 288%227%37%80%240%53%80%117%14%345%40%77%111%05101520253035-100%-50%0%50%100%150%200%250%300%350%400%450%+52%23%21%2%2%DR.WU 30 250-500 3.6 100-250 DR.WU 38 2022 8000 39 2020 11 10%DUCRAY KLORANE 1970 36 1978 1978 1990s Elle,Marie Claire 1990 Marie Claire 2017 Elle Beauty Star China Awards2018 2020 90%2021 1 11 NO.12022 11 TOP1 40 1 VC 20%VC VC 20%VC VC 1 100 TOP1 2021 11 VC NO.1 2022 11 TOP1 2022 5 Rheolique 1270/15ml 1670/30ml 1 VC 20%VC 1580/24 3 1 41 KOL+2021 KOL VC 2022 11 5+7500 2022 3 1000 818 TOP1 VC TOP1 1000 2022 11 1 40 77%30 2022 1-2023 1 30 1 VC0200040006000800010000,7%,13%,3%,77%EVE LOM 42 Eve Lom Eve Lom 1985 40 700+SPA Eve Lom 2012 12 74%11%11 2022 11 12,74%,11%,5%,4%,6%SPA 490/50ml 410/50ml 560/62.5ml 1000+300+100+C O N T E NT S 43 OCF 3 30 2021 50 2021 0 10+2017 2019 11+IP 1-2 KOL B 1 2021 2022 2 2 30%+2 3 Eve Lom 0-1 444&45:6 20%6 10%20%6 10%6 10%:6 5%6 5%6 5%2023 46
展开阅读全文