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瞽甄古
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1 探索未来增长新耀能 Finding new shoppers in China beauty market's untapped potentials 1

2 快消品市场回暖, 高端化为主要增长动力 China FMCG slightly warmed up, accelerated by a stronger premiumization trend. 国内生产总值及快消品销额增长率 GDP & FMCG Value GR 增长动力 Market Driver 8.0% GDP FMCG 购物篮增长停滞 Sluggish Basket Size (KG) -1.3% 5.9% 4.1% 3.6% 4.3% 购物频次减少 Decreasing Frequency -1.8% 持续高端化 Continuous Trade-up +4.0% * 数据来源 : 凯度消费者指数家庭购买样组 ; 全国城镇家庭 ;Y17 vs YA Data source: Kantar Worldpanel Household Panel; TTL Urban China families 2

中国快消品增长转向中西部以及二三线城市领导 Growth engine of China FMCG has shifted to Southwestern and Central provinces, as well as mid-tier cities. 快消品销额增长率 Total FMCG Value GR 0%< - <3.5% 3.

3 中国快消品增长转向中西部以及二三线城市领导 Growth engine of China FMCG has shifted to Southwestern and Central provinces, as well as mid-tier cities. 快消品销额增长率 Total FMCG Value GR 0%< - <3.5% 3.5%< - <7% >7% 无数据 No data 城市级别 City Tier 增长率 GR 一线城市 Key Cities +3.5% 二线城市 A Cities +4.8% 三线城市 B Cities +4.4% 四 / 五线城市 C/D Cities +3.9% 人才落户和购房优惠政策 Preferred housing and Hukou policies * 数据来源 : 凯度消费者指数家庭购买样组 ; 全国城镇家庭 ; Y17 vs YA Data source: Kantar Worldpanel Household Panel; TTL Urban China families 3

4 个护品类保持高速增长, 护肤和彩妆是最大机会 Personal care sector remained outstanding performance; Skin care and Makeup are the biggest opportunities. 80 高渗透率 Penetration 低除臭剂 Deodorant 香皂 Bar Soap 身体护理 Body Care 头发造型 Hair Styling 香水 Fragrance 个护品类市场表现 Personal Care Category Performance 洗发水 Shampoo 沐浴露 Shower Gel 护发 Conditioner 染发 Hair Colorant 洗手液 Hand Wash 面部护肤品 Facial Skin care 私密护理 Intimate Wash 个护品类 * 销额增长率 Personal Care Value GR +15% 彩妆 Makeup 0 0% 慢 5% 10% 销额增长率 15% Value 20% GR 25% 30% 快 35% * 个护品类包括护肤彩妆香水洗发护发脱毛产品沐浴产品私密护理 Personal Care incl. Skin care, Makeup, Fragrance, Hair Care, Hair Remover, Personal Wash, Female care * 数据来源 : 凯度消费者指数个人美妆样组 ; 全国城镇人口 ;15~54 岁男女性 ; Y17 vs YA Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; 15~54 y.o. 4

5 寻找新消费者 FINDING NEW SHOPPERS

6 20 多岁女性消费者是市场领导者 Young females in their 20 s are the market leader and growth driver. 分年龄段女性消费者护肤彩妆消费行为 Cosmetics Performance By Age +16% +23% +17% +9% +14% 销额增长率 Value GR Y17 人均花费 Avg. spending per buyer Y16 人均花费 Avg. spending per buyer 年龄 Age * 数据来源 : 凯度消费者指数个人美妆样组 ; 全国城镇人口 ;15~64 岁女性 ; Y17 vs YA Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female 15~64 y.o 6

7 预测 10 年后,30 岁以上女性市场将占主流, 品牌须早做准备 In 10 years time, the importance of 30+ females will increase for Cosmetics market. Pre-empting their needs in innovations help win the future. 12% Y2017 9% 分年龄段女性对护肤彩妆品类金额贡献 Value Contribution To Total Cosmetics By Age % Y2028E* 8% 17% % 37% % 26% % * 数据来源 : 根据国家统计局数据, 凯度消费者指数统计团队预测 Data source: Kantar Worldpanel prediction based on National Statistics data 7

8 下线城市增长迅猛, 二三线城市消费力已赶超一线 Lower tier cities experienced a major boom of consumer spending; mid-tier (A+B) cities have exceeded Key cities in cosmetics spending power. 分城市级别女性消费者护肤彩妆消费行为 Cosmetics Performance By City Tier +9% +19% +20% +20% 销额增长率 Value GR Y17 人均花费 Avg. spending per buyer Y16 人均花费 Avg. spending per buyer 一线城市二线城市三线城市四五线城市 KEY CITIES A CITIES B CITIES C+D CITIES Key cities A cities B cities C/D cities * 数据来源 : 凯度消费者指数个人美妆样组 ; 全国城镇人口 ;15~54 岁女性 ; Y17 vs YA Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female 15~54 y.o 8

9 一线转战商场专柜, 二线以下城市仍享受线上高速增长红利 A cities and below tiers are still riding on E-commerce boom; while a strong surge happens in Dept. Store/ Shopping Mall in Key cities. 各渠道化妆品销额增长率 Cosmetics Value GR By Channel 所有渠道 TTL CHANNEL 线上渠道 (<30 (<30 岁 )) ONLINE (AGE <30) (AGE <30) 19% 20% 20% 9% 一线城市二线城市三线城市四五线城市 KEY CITIES A CITIES B CITIES C+D CITIES Key cities A cities B cities C/D cities 线上渠道线上渠道 (>=30 (>=30 岁 ) ) ONLINE (AGE >=30) ONLINE (AGE >=30) 商场专柜 DPT STORE/ SHOPPING MALL * 数据来源 : 凯度消费者指数个人美妆样组 ; 全国城镇人口 ;15~54 岁女性 ; Y17 vs YA Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female 15~54 y.o 9

年轻消费者在各 APP 中种草拔草, 形成多次少量的购买习惯 M-commerce &

Online Purchase Behavior 单次购买件数 Items / Trip

Tmall/Taobao store 美妆社群 APP Beauty community

凯度消费者指数个人美妆样组 ; 全国城镇人口 ;15~54 岁女性 ; Y17 data

10 年轻消费者在各 APP 中种草拔草, 形成多次少量的购买习惯 M-commerce & content APPs adding on purchase window or link, create numerous instant purchase occasions that shape the small frequent trips purchase pattern of young females 微信小程序提供更多玩法 Wechat Applet offers various interaction with consumers 视频直播 APP Video&Live stream 购买频次 Frequency 网购消费行为 Online Purchase Behavior 单次购买件数 Items / Trip 微博与天猫 / 淘宝打通, 种草一键购买 Weibo links directly to Tmall/Taobao store 美妆社群 APP Beauty community * 数据来源 : 凯度消费者指数个人美妆样组 ; 全国城镇人口 ;15~54 岁女性 ; Y17 data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female 15~54 y.o 10

11 发现新趋势 FINDING NEW TRENDS

12 如今消费者对于护肤彩妆有更多诉求 Consumers have developed new pursuits for beauty products 更健康的肌肤 Healthier skin 由追求去皱美白祛痘转向加强健康肌肤状态 Function shifting from wrinkle, whitening, acne to an overall healthy skin condition 护肤彩妆诉求 Pursuit in beauty products 更专业的产品 More professional products 对化妆品了解增加, 自主选择更专业的产品 Choose more professional products with increasing knowledge 更个性的妆扮 More personality 用香味和大胆的彩妆颜色来展现个性 Show personality through use of fragrant products and bold makeup colors 12

更健康的肌肤 : 调节肌肤状态的需求使传统功能定义变模糊 Healthier skin: pursuit of healthy skin condition is

skin barrier 控油新定义 NEW oil control 改善水油平衡 Improving water-oil balance 日本三大平衡爽肤水 Best

使用护肤品原因 Y17 vs Y15 Usage Reason -20% +6% 美白皮肤 Whiten my skin 使肌肤焕发光彩 Give skin a glow

YA Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female 15~54 y.

13 更健康的肌肤 : 调节肌肤状态的需求使传统功能定义变模糊 Healthier skin: pursuit of healthy skin condition is blurring the definitions of traditional functions 抗衰老新定义 NEW anti-age 修护肌肤屏障 Repairing skin barrier 控油新定义 NEW oil control 改善水油平衡 Improving water-oil balance 日本三大平衡爽肤水 Best selling Japanese balancing toner 美白新定义 NEW whitening 肌肤光泽透亮 Healthy glowing skin 使用护肤品原因 Y17 vs Y15 Usage Reason -20% +6% 美白皮肤 Whiten my skin 使肌肤焕发光彩 Give skin a glow 本土品牌 Local Brand 本土品牌 Local Brand * 数据来源 : 凯度消费者指数个人美妆样组 ; 全国城镇人口 ;15~54 岁女性 ; Y17 vs YA Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female 15~54 y.o 凯度消费者指数个护使用样组 ; 一二线城市 ;13~55 岁女性 Kantar Worldpanel Personal Care Usage Panel; Key+A cities; Female 13~55 y.o 13

+ + + BB BB CREAMCC 霜 CC CREAM 霜 CUSHIONFOUNDATION 气垫粉底 BB cream CC cream Cushion Foundation 隔离 / 妆前 MB/Primer 粉底 Foundation 遮瑕 Concealer 粉

14 更专业的产品 : 专业底妆击败便利易用, 步骤完善打造无暇妆效 More professional products: base makeup shifting from easy and convenient to professional, adding on pre and post steps for a flawless look 底妆产品类型渗透率增长 Penetration GR Of Base Face Makeup Types 完整底妆步骤 Complete Face Makeup Steps 21% 10% -15% -9% BB BB CREAMCC 霜 CC CREAM 霜 CUSHIONFOUNDATION 气垫粉底 BB cream CC cream Cushion Foundation 隔离 / 妆前 MB/Primer 粉底 Foundation 遮瑕 Concealer 粉 Powder * 数据来源 : 凯度消费者指数个人美妆样组 ; 全国城镇人口 ;15~54 岁女性 ; Y17 vs YA Data source: Kantar Worldpanel Beauty Panel; TTL Urban China; Female 15~54 y.o 14

15 更个性的妆扮 : 唇妆眼妆色彩更大胆出挑 More personality: lip and eye makeup color brighter and bolder 唇妆颜色使用场合占比指数 * Lip colors occasion% index* Pink,Orange,Red 粉色橘色红色 Pink/Orange/Red 深红色紫色棕色黑色 Dard Red,Purple,Brown,Black Dard Red/Purple/Brown/Black 眼影颜色使用场合占比指数 * Eye shadow colors occasion% index* 橘色粉色红色紫色 Orange, Pink, Red, Purple Orange/Pink/Red/Purple Brown, 棕色灰色黑色 Grey, Black Brown/Grey/Black 14 winter 2015 summer 春夏 2014 秋冬 15 winter 2016 summer 春夏 2015 秋冬 16 winter 2017 summer 春夏 2016 秋冬 fall/winter fall/winter fall/winter spring/ summer spring/ summer spring/ summer winter 秋冬 2015 summer 春夏 15 winter 2016 summer 春夏 2015 秋冬 16 winter summer 春夏 2016 秋冬 fall/winter fall/winter fall/winter spring/ summer spring/ summer spring/ summer * 指数计算方式 : 当期占比 /14 年秋冬占比 *100 Index calculation: occasion share of the period/of 14 fall/winter *100 * 数据来源 : 凯度消费者指数个护使用样组 ; 一二线城市 ;13~55 岁女性 Kantar Worldpanel Personal Care Usage Panel; Key+A cities; Female 13~55 y.o 15

各国化妆品品牌在新趋势中, 各自发扬优势撩动新消费者 Brands of all origins can

and professionalism; Additive-free and function specialty

image building up; National sentiment booming

premiumization; Luxury makeup setting the aspiring trend

16 各国化妆品品牌在新趋势中, 各自发扬优势撩动新消费者 Brands of all origins can attract new shoppers with their unique strengths in the new trends 分国籍化妆品品牌销额增长率 Value GR Of Cosmetics By Brand Nationality 迎合健康专业诉求无添加功效产品畅销 Meeting the need of health and professionalism; Additive-free and function specialty leading 品牌力专业形象提高国货情结高涨 Brand power and professional image building up; National sentiment booming 经典配方乘消费升级东风自带社交属性引彩妆潮流 Signature formula riding on premiumization; Luxury makeup setting the aspiring trend 紧抓下线城市网络渠道打造快美妆爆款 Boost lower tier and online channels; Expand with fast beauty hit products 16

17 探索未来增长新耀能三大关键字 3 key words for finding new shoppers in China beauty market's untapped potentials 快搭流行列车引爆自身优势 SWIFT on trends, leverage own strengths: 从消费者未满足的需求出发, 重新审视传统功能划分的局限性, 打造品牌的专业形象, 提供个性化产品 Review function definitions from consumers unmet needs; capture the sophistication and personalization trends in building products and brands. 准确把握接触点锁定转化时机 PRECISE touch point, lock conversion timing: 掌握消费者截然不同的购物模式, 精准的时机和媒介投放增加品牌转化 Learn the different shopping patterns and trigger points, timely match the right mix of (content) media touch points to capture the ever more fragmented purchase occasions. 备战未来开展目标人群和渠道 PREEMPT the future, expand targets & distribution: 打破过度开发年轻人和一线城市的思维, 下一波进军中 ( 老 ) 年群体和二三线城市 Explore the soaring consumption power of mid-tier cities and anticipate the future demands from an aging society. 17

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_TW2016_02_china_p01-02.ai 2016. 02 SkinCare SkinCare & Base Make CLEANSING CLEANSING OIL CLEANSING LOTION Y SOAP DEEP WASH SOAP SOFTENING CONDITIONER TIME REFRESHER TONING CONDITIONER MILD CONDITIONER LOTION 1,2,3 JELLY WATER WT