{"meta":{"id":"https:\/\/api.iclient.ifeng.com\/ipadtestdoc?aid=ucms_7xNX9VV6LHQ","type":"doc","o":"1","documentId":"ucms_7xNX9VV6LHQ"},"body":{"newStatus":"1","documentId":"ucms_7xNX9VV6LHQ","staticId":"ucms_7xNX9VV6LHQ","title":"新生代美妆意识觉醒,新型社媒营销能否深挖美妆需求?","shareTitle":"新生代美妆意识觉醒,新型社媒营销能否深挖美妆需求?","thumbnail":"http:\/\/d.ifengimg.com\/w150_h106_q100\/img1.ugc.ifeng.com\/newugc\/20200617\/17\/wemedia\/b793247162aa306d4db716a149d99599ec70b720_size65_w384_h256.jpeg","source":"庄帅零售电商频道","author":"","editorcode":"weMedia","editTime":"2020-06-17 17:18:27","updateTime":"2020\/06\/17 17:18:27","wapurl":"http:\/\/\/\/feng.ifeng.com\/c\/7xNX9VV6LHQ","introduction":"","wwwurl":"http:\/\/\/\/feng.ifeng.com\/c\/7xNX9VV6LHQ","commentsUrl":"ucms_7xNX9VV6LHQ","commentCount":0,"text":"
据彭博商业周刊的市场调研显示,在2030年之前,95后和00后是全世界最大的消费群体。他们尊重个性化,重视产品颜值,更愿意为基本功能之外的“美”买单。<\/p>
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在“颜值经济”的驱动下,近年来,我国化妆品产业发展迅猛。一些成立时间很短的新锐美妆品牌,在短时间内一再刷新销售纪录,引发市场关注。<\/p>
化妆品行业:赛道仍将持续高景气,大众市场国货崛起<\/p>
行业概览:从“可选”到刚需,“颜值经济”撬动千亿市场<\/p>
“颜值经济”当道,化妆品消费从“可选”变成“刚需”,四千亿大市场持续高景气。<\/p>
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化妆品可分为美妆和个护两大类,其中美妆作为“颜值消费”代表,近年增长迅速。<\/p>
化妆品高端市场仍由国际品牌主导,大众市场中海量国产品牌竞争激烈。<\/p>
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产业链:品牌为核心环节,盈利水平更高<\/p>
化妆品产业链一般包括研发生产端、品牌端、经销\/代运营端、终端零售和消费者。<\/p>
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产业链来看,品牌商掌握核心定价权,毛利最高。<\/p>
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竞争格局:高端市场国际巨头领先,大众市场国产品牌崛起<\/p>
我国化妆品行业格局相对分散,国际巨头占据主导地位,但国产品牌市占率在上升。<\/p>
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国际品牌凭借历史积累和品牌优势,在我国高端美妆市场仍占据主要地位。<\/p>
国产老牌复兴、新锐品牌崛起,大众美妆市场“不以出身论品牌”成为新常态。<\/p>
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国产品牌市场份额在逐渐提升,看好未来孕育出世界级化妆品集团的空间和机会。<\/p>
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研发与品牌为行业立足之盾,渠道+营销为成长突破之矛<\/p>
研发是化妆品明星产品打造和品牌塑造的核心基础<\/p>
持续的研发投入是化妆品产品迭代更新的基础保证,为化妆品企业竞争之“盾”<\/p>
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国际品牌在研发领域具有先发优势,国产品牌也在加速追赶之中。<\/p>
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渠道是化妆品品牌触达消费者的窗口,机会在渠道变革中孕育<\/p>
化妆品线下渠道包括商超、百货、CS 和单品牌店等,线上渠道主要为电商平台。<\/p>
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传统线下渠道(商超、百货)受电商明显冲击,CS 渠道依托专营店龙头门店扩张保持平稳增长。<\/p>
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新兴渠道方面,单品牌店胜在消费体验,国内外品牌已纷纷试水。<\/p>
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2010 年后电商渠道迅速崛起,现已成为化妆品行业第一大销售渠道。<\/p>
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社交电商、直播等新兴渠道崛起,有效解决传统电商体验痛点,成为行业重要增量。<\/p>
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营销模式创新多元,抓住消费者心智实现品牌和流量沉淀是核心<\/p>
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相较其他多数行业而言,化妆品行业中“营销”对消费者决策的引导作用尤其大。<\/p>
传媒去中心化背景下,化妆品“组合式营销”发力,实现品牌建设和爆款打造目标。<\/p>
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组合式营销时代,明星代言、综艺冠名和影视植入等泛娱乐化营销形式成为品牌标配手段。<\/p>
组合式营销时代,新媒体和社交电商崛起成为主战场,品牌方纷纷入驻,投放KOL种草推广。<\/p>
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组合式营销时代,短视频\/直播电商快速发展,化妆品品牌显著受益短视频流量红利。<\/p>
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品牌矩阵构建是化妆品企业突破自身天花板的破局之锤<\/p>
从国际化妆品巨头经验来看,通过并购与孵化打造品牌矩阵、建立化妆品集团是最终方向。<\/p>
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国内化妆品企业的品牌矩阵也在快速拓展建设中。以珀莱雅、丸美股份、上海家化等为代表的中国化妆品企业,也积极通过外部参股控股、合资、代理和内部孵化等模式,拓展细分赛道、布局新锐品牌。<\/p>
天眼查数据显示,上海家化联合股份有限公司(以下简称“上海家化”)是中国历史最悠久的日化企业之一,前身是成立于1898年的香港广生行,历经百年发展, 于2001年在上海证券交易所上市。<\/p>
上海家化专注于美容护肤、个人护理、家居护理三大领域,高度重视自主品牌建设,旗下拥有 “佰草集”、“六神”、“美加净”、“高夫”、“启初”、“家安”、 “一花一木”、“玉泽”、“茶颜”、“双妹”等诸多品牌。<\/p>
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品牌矩阵打造有助于企业打破营收的天花板,并产生协同效应。<\/p>
展望:受益低线红利、新生代美妆意识觉醒和社媒营销驱动,化妆品行业仍在成长快车道<\/p>
小镇青年消费升级进行时,下沉市场成为化妆品行业重要增量<\/p>
小镇青年的化妆品消费潜力可期,品牌纷纷下沉市场,触摸低线城市的广袤天地。<\/p>
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新生代美妆意识觉醒,从“延续青春”到“表达自我”<\/p>
新生代消费群体美妆意识觉醒,护肤彩妆是“延续青春”,更是“表达自我”。<\/p>
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消费群体年轻化具体表现为首次接触提前、青年成为消费主力以及年轻男性美妆需求增加等三方面。<\/p>
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消费品类多样化体现在单个消费者在美妆消费品类的不断拓展、延伸。<\/p>
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消费诉求功效化体现在消费者会依据自身年龄、肌肤状态和诉求挑选更有针对性的功能性产品。<\/p>
<\/p>
新型社媒营销深挖美妆需求,私域用户运营转化是新的关键增量<\/p>
长期来看,“粉丝经济+社媒营销+技术赋能”等三个因素有望持续刺激消费者美妆需求进一步增加。<\/p>
粉丝经济大潮下,流量明星合作“同款”引导“己悦者”为爱买单,激发情绪性消费。<\/p>
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社交电商、直播电商等打通了信息和购买渠道限制,通过“货找人”挖掘更多需求。<\/p>
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新型社媒平台的渗透普及和触达,将美妆真正融入消费者日常生活。<\/p>
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技术创新推动:大数据分析赋能下,从消费心理学到消费行为学的模式升级,精准刻画需求反哺营销。<\/p>
<\/p>
化妆品营销的下一阶段,主题是会员精细化运营,核心是对私域流量的沉淀和转化。<\/p>
<\/p>
长期来看,受益低线红利、新生代美妆意识觉醒和社媒营销驱动,我国化妆品行业增长空间仍然广阔。<\/p>
<\/p>
“美妆行业的增长速度较快,女性是家庭消费的主要决策者,也是消费主力。”<\/p>
博时女性消费主题拟任基金经理蒋娜向券商中国记者表示。<\/p>
受益于女性消费升级以及电商巨头的推动,美妆行业持续维持双位数增长,电商渠道更是在30%以上增速;<\/p>
中国美妆与个人护理零售额从2011年的2600亿,快速成长至2019年的4400亿,化妆品品类也从基础护肤拓展到各类彩妆,从国产品牌升级到国际品牌,内容电商进一步加速了彩妆人群的年轻化。<\/p>
博时基金蒋娜认为,好的赛道才容易挖掘出大牛股,而有的赛道太窄、商业模式存在问题,出现大公司的概率就比较低,而类似化妆品这种行业,尤其像彩妆或者护肤品,行业性的增长都有百分之二三十,到线上化妆品甚至可能达到百分之五六十的增长,在快速增长的行业里面,是比较有可能跑出好公司的。<\/p>","img":[{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/0DB2B5CEE48C3059349EBE29B2405C0E3A2072C9_size49_w550_h320.jpeg","size":{"width":"550","height":"320"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/784ED149F9922805EF88CE1AE69DEF69EF47739D_size190_w1058_h405.png","size":{"width":"640","height":"244"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/431238380D291534031733126FA15138D9EAAE2A_size359_w969_h646.png","size":{"width":"640","height":"426"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/64E66120F491F2985B5B0DE446A00F85ECC9DE58_size107_w971_h367.png","size":{"width":"640","height":"241"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/CE31329EA772600DC14E4BFA1FF56717685BEBAA_size132_w966_h368.png","size":{"width":"640","height":"243"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/5F73F3192A560C82737CCA095B164262F1168D90_size118_w965_h373.png","size":{"width":"640","height":"247"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/8E47451D65C77D108BF0B1EEE590C47212929C17_size101_w967_h370.png","size":{"width":"640","height":"244"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/0D4B77DE3CECE2F4A3DC8867142160061F03B7B9_size84_w717_h424.png","size":{"width":"640","height":"378"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/AC877270543413256FF88B105C1749015EDCD8EE_size368_w713_h364.png","size":{"width":"640","height":"326"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/DE03A0AC3D924A0FA4F80F9C8A49C268310AE1DA_size107_w969_h372.png","size":{"width":"640","height":"245"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/D45833D4ADD9E0CC97FE75BA764DCB57BC9836DF_size198_w964_h509.png","size":{"width":"640","height":"337"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/E6E770FB8BA43D84CD0078349EB60A898DDF52D6_size154_w967_h367.png","size":{"width":"640","height":"242"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/814EE620ED0EA16E3ABE5FC9C34B8C1E73835876_size141_w969_h314.png","size":{"width":"640","height":"207"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/1667EF5F19758A5CB6AF90E9F1309E1774C913C9_size117_w969_h372.png","size":{"width":"640","height":"245"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/7EE13BCE5D94BC8B53F66E20EDE1DE6316C1F136_size351_w968_h340.png","size":{"width":"640","height":"224"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/DE666CEF3BA3700769092E8D60B2A1517094896B_size257_w968_h450.png","size":{"width":"640","height":"297"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/FE5FA257A2EAA35D70F9673367A5BC096A579719_size297_w714_h365.png","size":{"width":"640","height":"327"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/618EABD68DC67A72E29DAA853A7A78760B35B2D7_size391_w1080_h411.png","size":{"width":"640","height":"243"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/150C920A79F325EB58CED4BD375F406998C9201D_size163_w1080_h378.png","size":{"width":"640","height":"224"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/B96570BA3BB4EA28105AF79C29DAF153EC4784BE_size317_w1080_h627.png","size":{"width":"640","height":"371"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/F37ED98907BEFEDBB999C2A5BF7F6B6CA8D45C16_size68_w1080_h164.png","size":{"width":"640","height":"97"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/DBB4EEE7A4CAA5A380BC142776F68B77EBFF2A7F_size115_w938_h483.png","size":{"width":"640","height":"329"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/B03F3D317D5A9AFA66FA55DE91A7E625D845B269_size149_w835_h574.png","size":{"width":"640","height":"439"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/FCCD89B7FA42161F576B31D73F287569B97B1781_size184_w1080_h410.png","size":{"width":"640","height":"242"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/B60AF0DEE6E02BF12B0C6E81958CF148AC8493CE_size134_w1080_h255.png","size":{"width":"640","height":"151"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/92AFE4A1FE71FB160CE4863AD4DF2CE3DE9F98B4_size149_w1080_h382.png","size":{"width":"640","height":"226"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/122B8A32B12D5B1E31E2EDF2EAAF9D940B384DD4_size151_w1080_h410.png","size":{"width":"640","height":"242"}},{"url":"http:\/\/d.ifengimg.com\/mw640_q100\/x0.ifengimg.com\/res\/2020\/499E7B8C70417EFB5EF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