凯度：2019CBF美妆大会-解码品牌颠覆性增长奥秘(18页).pdf

1、颠覆未来：市场变革下的品牌增长模式 Disruptive Growth Formula in China Beauty Market 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 +4.6% 持续高端化 Continuous Premiumization

2、 2015 2016 2017 2018 国内生产总 额及快消品 销额增长率 GDP 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：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

3、 1554 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 fe

4、males are the key group in cosmetics market; lower tiers show prospective growth driven by the young. 数据来源：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 1554 y.o, 2018 vs. 2016 15-1920-2930-3940-4950-54 +49% +37% +23% +14% +19% 2

5、018 2016 +22% +28% +29% +25% Tier 1 Tier 2 Tier 3 Tier 4 social EC triggers shopping and breaks the barrier for low tiers. 数据来源：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 消费者指数媒介画像2018 Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female Shopper 1554 y.o, 2018 vs. 2017 Kantar Worldpan

6、el Media Profiler 2018 随时购买的习惯 Always-on Shopping P1 P2 P3 P4 P5 P6 P7 P8 P9 P10P11P12P13 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