2018-2019中国消费趋势分析报告.pptx

,1,2018-2019中国消费趋势分析报告,GDP,8.0%,5.9%,4.1%,3.6%,4.3%,7.82013,7.32014,6.92015,6.72016,6.92017,快消品市场回暖，高端化为主要增长动力China FMCG slightly warmed up, accelerated by a stronger premiumization trend.,FMCG,持续高端化Continuous Trade-up,购物篮增长停滞Sluggish Basket Size (KG),购物频次减少Decreasing Frequency,+4.0%,-1.3%,-1.8%,增长动力Market Driver,国内生产总值及快消品销额增长率GDP & FMCG Value GR,城市级别 City Tier一线城市 Key Cities,增长率 GR+3.5%,二线城市,A Cities,+4.8%,+4.4%+3.9%,三线城市 B Cities四/五线城市 C/D Cities人才落户和购房优惠政策Preferred housing and Hukou policies,中国快消品增长转向中、西部以及二、三线城市领导Growth engine of China FMCG has shifted to Southwestern and Central provinces, as well as mid-tier cities.快消品销额增长率,Total FMCG Value GR0% - 3.5%,3.5% - 7%无数据 No data,*,渗透率 Penetration,0% 慢,个护品类保持高速增长，护肤和彩妆是最大机会Personal care sector remained outstanding performance; Skin care and Makeup are the biggest,40,80,25%,30%,彩妆 Makeup,沐浴露 Shower Gel护发 Conditioner,身体护理Body Care,头发造型Hair Styling香水 Fragrance10%,香皂 Bar Soap,除臭剂Deodorant5%,个护品类市场表现Personal Care Category Performance面部护肤品洗发水Facial Skin careShampoo,+15%,个护品类*销额增长率Personal CareValue GR,*个护品类包括护肤、彩妆、香水、洗发护发、脱毛产品、沐浴产品、私密护理Personal Care incl. Skin care, Makeup, Fragrance, Hair Care, Hair Remover, Personal Wash, Female care*,销额 20%,洗手液 Hand Wash染发 Hair Colorant私密护理 Intimate Wash15%增长率 Value GR,快35%,20低0,opportunities.高60,寻找新消费者,FINDING NEW SHOPPERS,15-19,20-29,30-39,40-49,50-64,20多岁女性消费者是市场领导者Young females in their 20s are the market leader and growth driver.分年龄段女性消费者护肤彩妆消费行为Cosmetics Performance By Age,销额增长率Value GR,Y17人均花费Avg. spending per buyerY16人均花费Avg. spending per buyer,+16%,+23%,+17%,+9%,+14%,年龄 Age,预测10年后，30岁以上女性市场将占主流，品牌须早做准备In 10 years time, the importance of 30+ females will increase for Cosmetics market.Pre-empting their needs in innovations help win the future.,9%,37%,17%,12%,15-19,20-2930-39,40-4926%,50-64,24%,30%,20%,18%,分年龄段女性对护肤彩妆品类金额贡献,Value Contribution To Total Cosmetics By Age8%,Y2017,Y2028E*,KEY CITIES,A CITIES,B CITIES,C+D CITIES,下线城市增长迅猛，二、三线城市消费力已赶超一线Lower tier cities experienced a major boom of consumer spending; mid-tier (A+B) cities have exceeded Keycities in cosmetics spending power.分城市级别女性消费者护肤彩妆消费行为Cosmetics Performance By City Tier,销额增长率Value GR,Y17人均花费Avg. spending per buyerY16人均花费Avg. spending per buyer,+9%,+19%,+20%,+20%,一线城市Key cities,二线城市A cities,三线城市B cities,四、五线城市C/D cities,*,线上渠道(=30岁),SHOPPING MALL,MALL,9%,19%,20%,20%,A CITIES,B CITIES,一 城市,、五线城市,KEY 线 CITIESKey cities,二线城市A cities,三线城市B cities,四C+D CITIESC/D cities,一线转战商场专柜，二线以下城市仍享受线上高速增长红利A cities and below tiers are still riding on E-commerce boom; while a strong surge happens in Dept. Store/Shopping Mall in Key cities.各渠道化妆品销额增长率Cosmetics Value GR By Channel所有渠道TTL CHANNEL线上渠道（30岁)ONLINE (AGE =30岁ONLINE (AGE =30)ONLINE (AGE =30)商场专柜,DPT STORE/SHOPPING,年轻消费者在各APP中种草拔草，形成多次少量的购买习惯M-commerce & contentAPPs adding on purchase window or link, create numerous instant purchaseoccasions that shape the small frequent trips purchase pattern of young females,10,视频直播APPVideo&Live stream美妆社群APPBeauty community,网购消费行为 Online Purchase Behavior购买频次 单次购买件数FrequencyItems / Trip15-1920-2930-3940-4950-54全国城镇人口；1554岁女性； Y17,微信小程序提供更多玩法Wechat Applet offers various interaction with consumers微博与天猫/淘宝打通，种草一键购买Weibo links directly to Tmall/Taobao store,发现新趋势,FINDING NEW TRENDS,如今消费者对于护肤彩妆有更多诉求Consumers have developed new pursuits for beauty products,由追求去皱、美白、祛痘转向加强健康肌肤状态Function shifting from wrinkle, whitening, acne to an overall healthy skin condition更专业的产品 对化妆品了解增加，自主选择更专业的产品More professional Choose more professional products with increasing knowledgeproducts用香味和大胆的彩妆颜色来展现个性Show personality through use of fragrant products and bold makeup colors,更健康的肌肤Healthier skin更个性的妆扮More personality,护肤彩妆诉求Pursuit inbeauty products,更健康的肌肤：调节肌肤状态的需求使传统功能定义变模糊Healthier skin: pursuit of healthy skin condition is blurring the definitions of traditional functions,控油新定义 NEW oil control改善水油平衡Improving water-oil balance日本三大平衡爽肤水Best selling Japanesebalancing toner本土品牌Local Brand,抗衰老新定义 NEW anti-age修护肌肤屏障Repairing skin barrier本土品牌Local Brand,美白新定义 NEW whitening肌肤光泽透亮Healthy glowing skin使用护肤品原因 Y17 vs Y15Usage Reason-20% +6%美白皮肤 使肌肤焕发光彩Whiten my skinGive skin a glow,BB CREAMCCCC霜 气垫 粉底,-15%,-9%,CREAM CUSHIONFOUNDATION,更专业的产品：专业底妆击败便利易用，步骤完善打造无暇妆效More professional products: base makeup shifting from easy and convenient to professional, adding on pre andpost steps for a flawless look,底妆产品类型渗透率增长Penetration GR Of Base Face Makeup Types21%10%,BB cream,CC cream,Cushion,Foundation,隔离/妆前,MB/Primer,+,完整底妆步骤 Complete Face Makeup Steps,+,+,粉底,Foundation,遮瑕,Concealer,粉,Powder,2014 秋冬,2015 秋冬,2016 秋冬,2014 winter 15 summer 2015 winter 16 summer 2016 秋冬 17 summer,秋冬,秋冬,更个性的妆扮：唇妆、眼妆色彩更大胆出挑More personality: lip and eye makeup color brighter and bolder,Pink，Orange，Red,Dard Red，Purple，Brown，,Brown, Grey, Black,春夏 2016 春夏 2017 春夏,唇妆颜色使用场合占比指数* Lip colors occasion% index*粉色、橘色、红色Pink/Orange/Red深红色、紫色、棕色、黑色 BlackDard Red/Purple/Brown/Black14 winter 2015 summer 15 winter summer 16 winter summerspring/ spring/ spring/fall/winter fall/winter fall/wintersummer summer summer,橘色、 Pink, Red, Purple,眼影颜色使用场合占比指数* Eye shadow colors occasion% index*Orange,粉色、红色、紫色Orange/Pink/Red/Purple棕色、灰色、黑色Brown/Grey/Black14 2015 春夏 15 2016 春夏 16 winter 2017 春夏spring/ spring/ spring/fall/winter fall/winter fall/wintersummer summer summer*指数计算方式：当期占比/14年秋冬占比*100Index calculation: occasion share of the period/of 14 fall/winter *100一、二线城市；1355岁女性,各国化妆品品牌在新趋势中，各自发扬优势撩动新消费者Brands of all origins can attract new shoppers with their unique strengths in the new trends,分国籍化妆品品牌销额增长率,Value GR Of Cosmetics By Brand Nationality,迎合健康、专业诉求无添加、功效产品畅销Meeting the need of health andprofessionalism;Additive-free and functionspecialty leading,品牌力、专业形象提高国货情结高涨Brand power and professionalimage building up;National sentiment booming,紧抓下线城市、网络渠道打造快美妆爆款Boost lower tier and online channels;Expand with fast beauty hit products,经典配方乘消费升级东风自带社交属性引彩妆潮流Signature formula riding onpremiumization;Luxury makeup setting theaspiring trend,探索未来增长新耀能三大关键字,3 key words for finding new shoppers in China beauty markets untapped potentials,快搭流行列车、引爆自身优势SWIFT on trends, leverage own strengths:,从消费者未满足的需求出发，重新审视传统功能划分的局限性，打造品牌的专业形象，提供个性化产品。Review function definitions from consumers unmet needs; capture,the sophistication and personalization trends in building products and brands.,准确把握接触点、锁定转化时机PRECISE touch point, lock conversion timing:,掌握消费者截然不同的购物模式， 精准的时机和媒介投放增加品牌转化。Learn,the different shopping patterns and trigger points, timely match the right mix of (content) media touchpoints to capture the ever more fragmented purchase occasions.,备战未来、开展目标人群和渠道PREEMPT the future, expand targets &,distribution: 打破过度开发年轻人和一线城市的思维，下一波进军中(老)年群体和二三线城市。Explore the soaring consumption power of mid-tier cities and anticipate the future,demands from an aging society.,