美丽新纪元：中国美妆最新市场趋势报告.pdf

1 Vincent Shao | Ashley Kang 美丽新纪元 New Beauty Era 2 Trends & Evolutions in Cosmetics Market 化妆品市场趋势不变革 Triggers from the Consumers 消费者需求动力 3 The Three Stages of Market Development 市场发展的三大阶段 STABILIZATION 市场发展 MARKET DEVELOPMENT 财富，知识，自信WEALTH, KNOWLEDGE, AND CONFIDENCEDEVELOPED EMERGING GROWTH EARLY / LOW DEVELOPMENT Korea 更多消费量 More Purchase 更多使用时机 More Usage occasion 更多消费者 More Buyer 更多消费量 More Purchase 知识不信任的积累高度认知能力的普及 Formation of Perception & Attitude 自信 /步骤成长更多消费者 More Buyer China 价位带 Price tier 步骤 Regime 便捷性 Convenience 个性化 Customization 一线城市 Key city 二、三线 A/B city 四、五线 C/D city 早期 /初级阶段快速崛起稳定阶段发达 Accumulation of Knowledge & Trust Growth of Confidence/Routine 4 12% 10% 12Q4 13Q1 13Q2 13Q3 13Q4 14Q1 14Q2 14Q3 14Q4 15Q1 15Q2 15Q3 15Q4 16Q1 16Q2快消整体护肤品彩妆品滚动全年 , Rolling Annual 销售额年度成长率 % Annual Val GR% Skin Care Make Up China Beauty Market Maintained Double Digit Growth Thanks to Premiumization and Sophistication 中国美妆市场保持双速高成长，消费者丌断成熟和升级 FMCG 消费力高端化 Price Premiumization 美妆行为成熟 Regime Sophistication 5 Kantar Worldpanel 市场增长 116亿 Market grow 11.6 billion Full year to 2016Q2 VS 2015Q2 高端化 Premiumization 82%* * 高端化对市场整体的贡献 % Value contribution% from price to total cosmetics growth 52 w/e 2015/06/1252 w/e 2015/07/1052 w/e 2015/08/1452 w/e 2015/09/1152 w/e 2015/10/0952 w/e 2015/11/0652 w/e 2015/12/0452 w/e 2016/01/0152 w/e 2016/01/2952 w/e 2016/02/2652 w/e 2016/03/2552 w/e 2016/04/2252 w/e 2016/05/2052 w/e 2016/06/17护肤整体 Total 奢侈类 Luxury 高端 Premium 中高端 Masstige 大众 Mass Prermiumization Is the Main Growth Engine and Luxury Brands Benefit the Most. 高端化是 2016年市场主旋律，奢侈品牌需求爆发。年度同比销售额成长 %, YOY Value GR% 数据来源：凯度消费者指数家庭样组 MAT16Q2 6 Kantar Worldpanel MAT14Q2 MAT15Q2 MAT16Q2 Luxury Brands Bring Organic Growth to the Market as Consumers Are Buying Across More Price Segments. 奢侈品牌把蛋糕做大，消费者的价格跨度越来越丰富消费者购买的价格种类的数量变化 # of price segment purchased of one single consumer 1.7 1.8 1.9 奢侈护肤品成长来自额外增加的购物篮 46 Of luxury sales growth mainly thanks to consumers adding luxury brands into their repertoire 7 Kantar Worldpanel Consumers Needs Emerge. Build your hero SKU to meet diversified consumer needs is the key to win. 消费者更为挑剔和花心。以丌同需求出发打造 HERO SKU为制胜关键。高端 Premium 奢侈 Luxury 18% 中高端 Masstige 23% 大众 Mass 50% 奢侈类护肤品消费者的所有护肤产品构成销量（瓶） % Product repertoire of luxury skin care buyers Vol(pack)% 数据来源：凯度消费者指数家庭样组 MAT16Q2 它们出现在同一个消费者的梳妆台上 Product portfolio on the dressing table of one panelist 爽肤水 & 乳液 Toner & Lotion 大众类洗面奶 Face Cleanser 大众类面膜 Mask 中高端防晒 Sun 中高端眼霜 Eye 高端精华 Essence 奢侈类 8 Kantar Worldpanel 3.62 3.63 3.68 3.72 3.73 2012 2013 2014 2015 2016Q2消费者每年购买的丌同类型的化妆品（护肤品 +彩妆）数量 Trend of the cosmetics regime size (skin care + make up) The Beauty Regime of Chinese Women Has Been Increasing Thanks to Sophistication. 过去 5年中，中国女性的美妆步骤稳步上升数据来源：凯度消费者指数家庭样组 MAT16Q2 9 Kantar Worldpanel 29.6 32.1 2012Q1 2013Q1 2014Q1 2015Q1 2016Q2彩妆渗透率 % 全年 , Rolling annual 数据来源：凯度消费者指数家庭样组 MAT16Q2 39 彩妆子类销售额 % , Val% of makeup formats - 在品类尝新者（渗透率 =18%）的购物篮中 Among the category trialists (Pen%=18%) 气垫 BB/CC BB/CC cushion 8.6% As Make-up Buyer Expands, BB Cushion Becomes the Entry Product Thanks to Its Convenience and Effectiveness. 彩妆爆发式成长，越来越多女性化妆。气垫 BB以便捷高效，成为入门新宠 Makeup penetration BB/CC霜 BB/CC cream 10 Kantar Worldpanel 洁面产品 Face Wash 面霜 F. moisturizer 面霜 F. moisturizer 面霜 F. moisturizer 爽肤水 Toner 洁面产品 Face Wash 只用 1个产品 Use only 1 product 用 2步产品 Use 2 products 用 3步产品 Use 3 products 用 5步产品 Use 5 products 用 6+步产品 Use 6+ products 面霜 F. moisturizer 爽肤水 Toner 洁面产品 Face Wash 用 4步产品 Use 4 products 面膜 Mask 防晒 Sun 面霜 F. moisturizer 爽肤水 Toner 洁面产品 Face Wash 面膜 Mask 防晒 Sun 眼部护理 Eye Care 面霜 F. moisturizer 爽肤水 Toner 洁面产品 Face Wash 面膜 Mask 防晒 Sun 眼部护理 Eye Care 精华 Essence 卸妆产品 Makeup removal 面膜 Mask 2012 2015 护肤品的使用步骤变化 Change of skin care regime Mask Is the Key Driver for Skin Care Sophistication, Which Grew from the 6th to the 4th Skin Care Regime in 4 years. 面膜使消费者化妆台更丰富，已坐稳护肤组合第四把交椅，数据来源：凯度消费者指数使用样组中国一二线城市 MAT16Q116-55岁