2019市场变革下品牌增长模式分析报告.pptx

2019市场变革下品牌增长模式分析报告,2015,2016,2017,2018,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.,4.16.9,3.66.7,4.76.9,5.26.6,购买频次稳定Stable Frequency+1.5%,持续高端化 +4.6%Continuous Premiumization购物篮缩小SmallerBasket-3.2%,国内生产总额及快消品销额增长率GDP & FMCGValue GR,品类销额增长率CategoryValue GR,Food & Beverage,Home Care,Personal Care,+3%食品饮料,+11%个人护理,+7%家庭护理,增长驱动力GrowthDriverGDP,FMCG,渗透率 Penetration%,护肤彩妆独领风骚，潜力巨大Facial Skin Care and Makeup keeps strong growth with massive potentials.,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,Conditioner,头发造型,护发素Hair Styling,香氛,Fragrance,个护品类市场表现Personal Care,CategoryPerformance,快,销额增长率 Value GR,慢,高,低,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.,15-19,20-29,30-39,40-49,50-54,+49%,+37%,+23%,+14%,+19%,2018,2016,+22%,+28%,+29%,+25%,一线城市 Tier 1,二线城市 Tier 2,三线城市 Tier 3,四五线城市 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-onShopping,逐步高阶的行为IncreasingSophistication,乐于尝新的态度Lovingto 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.,随时购买的习惯Always-onShopping,P1 P2 P3 P4 P5 P6 P7 P8 P9 P10P11P12P13,分时间段线上消费人次增长率Online,ShoppingTraffic GR byPeriod,3.8,6.18,11.11,直播平台Live-streaming,社交网络SNS,美妆社群Beauty Community,+30%,+89%,+27%装机率Download Rate,化妆品购买渗透率增长Red Book CosmeticsShopping Penetration,化妆品购买人次增长WeChat CosmeticsShopping Traffic,分年龄微信购物渗透率WeChatShopping,Penetrationby Age,15-19,20-29,30-39,40-49,50-54,Lower TierUpper 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.,逐步高阶的行为,IncreasingSophistication,43%,的20代女性喜欢阅读最新的美妆信息Of females love to readlatest beauty news,+22%,女性去美容院/SPA的人数增长Number of femaleswent to beautysalon/spa,渗透率上涨品类Category ofHigh,PenetrationIncremental,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.,乐于尝新的态度Lovingto Try,2018年消费者触及品牌个数Number of,brands havingreachedconsumers in2018,护肤Skincare+20% vs.2016,9,907,彩妆Makeup+22% vs.2016,2,762,多品牌叠加购买Brand mix,60%,70%,女性跨价格带购买Womenbuying from 2or more price tiers,女性跨品牌国籍购买Womenbuying from 2 ormore brand nationalities,高端品牌渗透率增长Luxury BrandsPenetration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,+20%vs.2017+10%vs.2017,Z世代全体女性,20182016,平均购买品牌数Avg. # of cosmeticsbrands 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,新兴品牌爆发式增长Emerging brandsbooming,大品牌坚守阵地Big brands keepstrong,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 consumerseverywhere usingmultiple touchpoints,逐步高阶的行为Increasing sophistication,乐于尝新的态度Loving to try,Both20%,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.,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%,81%的下线城市新消费者来自线上of lower-tier Newbrand buyersrecruited online,薇诺娜线上销额占比WINONA onlinevalue share%50%,兰蔻线上线下销额增长LANCOME online& offlinevalue GR均,线上多平台策略,乐于尝新的态度Loving to try,日益高阶的行,逐步成熟的理念 为Increasing sophistication运用步骤和场景激发需求Drive needsin sophisticated routine andusage occasions,随时购买的习惯Always-on shopping多地点、多时机触及人群Trigger consumerseverywhere usingmultiple 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,早晨时间宝贵晨间面膜Morning Mask,长时间带妆在外面部定妆喷雾Facial MakeupSetting Mist,熬夜加班,场景定制Occasioncustomization,婚纱面膜“Wedding Dress”Mask,7日旅行套装7-day Trip Set,卸妆乳/水/油Removal indifferent formats,重要场合前社交场合容光焕发Perfect skin condition in socialoccasions,旅途中出差旅行便于携带Easy to carry in trips,不同妆容妆容浓淡不同清洁力度Different products for differentmakeup,随时购买的习惯Always-on shopping多地点、多时机触及人群Trigger consumerseverywhere usingmultiple touchpoints,逐步高阶的行为Increasing sophistication运用步骤和场景激发需求Drive needsin sophisticated routine andusage 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 valuewith unique product benefitand 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,有效成分沟通Ingredientcommunication,天然萃取NaturalExtracts,灵芝Lucid ganoderma红参Red Ginseng,金盏花Calendula,烟酰胺Niacinamide生物技术HighTechnology氨基酸Amino acid,透明质酸Hyaluronic acid神经酰胺Ceramide,品牌人设打造 - Brand Characteristics防晒专家 专利成分：玻色因Sun care expert Patented ingredient: Pro-Xylaneb底妆大师文艺、小资Foundation expertArtistic, niche image,销额增长Value GR+74%+63%,销额增长Value GR+112%+115%,颠覆性增长 =,持续创新和差异化定位，最大化品牌价值捕捉市场趋势，提供独特的产品优势和品牌形象应对消费者日益成熟的美妆使用行为和场景,渠道融合，打造联通线上线下一致的品牌体验通过互动内容和线下交流，扩大品牌的跨渠道、多触点销售机会,中国速度,THANKS,