ï»?!DOCTYPE html> “颜值经济”如何撬动化妆品市场ï¼?-- 首席直销å®?/title> <link rel="stylesheet" type="text/css" href="http://news.zhixiaoguan.com/Content/index.css"> <meta content="IE=edge,chrome=1" http-equiv="X-UA-Compatible"> <meta content="width=device-width, initial-scale=1.0, user-scalable=no" name="viewport"> <meta content="telephone=no" name="format-detection"> <meta content="yes" name="apple-mobile-web-app-capable"> <meta content="black" name="apple-mobile-web-app-status-bar-style"> <meta name="keywords" content='颜值经æµ?化妆å“?> <meta name="description" content='“颜值经济”如何撬动化妆品市场ï¼?> <script src="http://news.zhixiaoguan.com/Scripts/jquery-1.10.2.min.js"></script> <script src="http://news.zhixiaoguan.com/Scripts/news.js"></script> <meta http-equiv="Cache-Control" content="no-transform" /> <meta http-equiv="Cache-Control" content="no-siteapp" /> </head> <body> <div style="position:fixed;left:-9000px;top:-9000px;"></div> <div class="mtbdnye_header"> <div class="mtne_top"> <div class=""> <!--<a href="#"><img src="http://m.people.cn/img/WIRELESS/2014/07/85/images/logo2.gif"></a>--> </div> </div> <div class="mtne_title"> <h3>“颜值经济”如何撬动化妆品市场ï¼?/h3> </div> <div class="mtne_bottom"> <span class=" fl"> <span>本文来源ï¼?/span>中金点睛 </span> <span class="fr">2019-02-19 16:57:18</span> </div> </div> <div class="mtne_text"> <p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal;">首席直销官讯 近年来我国化妆品行业持续快速成长,引发市场关注,我们看好化妆品行业发展前景,并认为国产品牌有望凭借差异化产品定位、性价比优势、创新营销模式等特点,实现快速崛起。本文将在对行业整体格局进行梳理的背景下,尝试回答以下问题:历次经济周期中化妆品行业表现如何?美妆全步骤流程及高端、大众市场如何演化?口红效应是否真的存在?化妆品增长驱动力的量价分析?国产化妆品牌能否弯道超车?</p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal; text-align: center;"><img src="http://img.dsdod.com//upload/image/20190219/636861712115029808-2147483648.jpg" title="timg.jpg" alt="timg.jpg" _src="http://img.dsdod.com//upload/image/20190219/636861712115029808-2147483648.jpg"/></p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal;"><strong>一路向“美”,颜值经济撬动三千亿市场</strong><br/></p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal;">2018年我国限额以上化妆品零售额为2619亿元(我们预计整体化妆品销售规模将超过3600亿元),同æ¯?9.6%,受益于近年来的颜值经济崛起与“口红效应”,化妆品具备一定成长韧性,数据显示在前几轮经济下行周期中,我国及日本的口红产品销售额均呈现一定的逆势增长态势。此外参考美日等成熟市场,我们预计我国化妆品人均消费金额æœ?-7倍成长空间,看好化妆品行业在我国的中长期成长前景ï¼?/p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal; text-align: center;"><img src="http://img.dsdod.com//upload/image/20190219/636861712313071135-2147483648.jpg" title="01.jpg" alt="01.jpg" _src="http://img.dsdod.com//upload/image/20190219/636861712313071135-2147483648.jpg"/></p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal;"><strong>①品类延伸:</strong>伴随消费者美妆护肤步骤的延伸和“爱美”意识的增强,我国消费者的化妆品需求日趋多元,近年来彩妆、面膜、香水等品类高速增长;</p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal; text-align: center;"><img src="http://img.dsdod.com//upload/image/20190219/636861712470170121-2147483648.jpg" title="02.jpg" alt="02.jpg" _src="http://img.dsdod.com//upload/image/20190219/636861712470170121-2147483648.jpg"/></p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal;"><strong>②量价分析:</strong>我们发现成熟品类的增长越来越依赖于提ä»?高端åŒ?,而新兴品类则以购买量增加为主要驱动力ï¼?017年美妆个护市场零售额增长中,量、价的贡献分别为22%/78%ï¼?/p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal; text-align: center;"><img src="http://img.dsdod.com//upload/image/20190219/636861712628359169-2147483648.jpg" title="03.jpg" alt="03.jpg" _src="http://img.dsdod.com//upload/image/20190219/636861712628359169-2147483648.jpg"/></p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal;"><strong>③成长动能:</strong>护肤人群的扩容驱动需求增长;护肤步骤的增加驱动品类结构日趋多元;化妆品消费升级驱动高端市场增长;国家降税举措引导海外化妆品消费回流ã€?/p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal; text-align: center;"><img src="http://img.dsdod.com//upload/image/20190219/636861713108166612-2147483648.jpg" title="04.jpg" alt="04.jpg" _src="http://img.dsdod.com//upload/image/20190219/636861713108166612-2147483648.jpg"/></p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal;"><strong>竞争格局:国产品牌凭借差异化定位与性价比优势快速崛èµ?/strong><br/></p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal;">我国化妆品市场CR10ä¸?8.9%,格局相对分散,其中国产化妆品品牌的市场份额仅20%,尤其是在高端市场及彩妆品类,外资品牌仍占据优势地位,但近年来国妆品牌快速崛起势头明显,市场份额已连ç»?年稳步提升。国产品牌的崛起主要凭借其差异化定位与性价比优势:1)产品更契合东方人肤质ï¼?)高性价比,渠道深度下沉ï¼?)灵活运用IP等创新营销模式,助力品牌年轻化ã€?/p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal; text-align: center;"><img src="http://img.dsdod.com//upload/image/20190219/636861713366941413-2147483648.jpg" title="05.jpg" alt="05.jpg" _src="http://img.dsdod.com//upload/image/20190219/636861713366941413-2147483648.jpg"/></p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal;"><strong>渠道变革:传统渠道精细化,新兴渠道增速快</strong><br/></p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal;">线下:传统渠道占比逐步下降,日化专营店深耕二三线市场,单品牌店日渐兴起;线上:品牌商积极布局电商渠道,网购占比快速提升,积极拥抱渠道变革的品牌商有望受益新兴渠道快速增长红利ã€?/p><p style="color: rgb(0, 0, 0); font-size: 16px; white-space: normal; text-align: center;"><img src="http://img.dsdod.com//upload/image/20190219/636861713605525059-2147483648.jpg" title="06.jpg" alt="06.jpg" _src="http://img.dsdod.com//upload/image/20190219/636861713605525059-2147483648.jpg"/></p><p><br/></p> </div> <div style="display:none;"> <img src="/images/zxg_logo_share.png" /> </div> <div class="mt_nei_bd"><span class="minqian"></span><span>颜值经æµ?/span><span>化妆å“?/span></div> <div class="mtne_laizi"> <span class="laz-L">原文已经ç”?a href="http://www.pictaweb.com">首席直销å®?/a>转码</span> <span class="fr"><a href='' target="_blank">查看原网é¡?/a></span> </div> <div id="relateNews" class="mtne_pingl xgyd_nav list_head"> <h3>相关阅读</h3> <nav> </nav> </div> <div class="mtne_pingl"> <h3>精彩评论</h3> <ul> </ul> <h4 id="loadMorePL">加载更多评论</h4> <input id="n_id" name="n_id" type="hidden" value='417457' /> <input id="nc_id" name="nc_id" type="hidden" value='0' /> </div> <a href="http://www.pictaweb.com/">±±¾©pk10µ¥Ë«¼Æ»®Ò»ÆÚ</a> <script> (function(){ var bp = document.createElement('script'); 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