中国网络购物前景调查报告

Transcription

1 中国网购化妆品前景调查报告 Survey Report of China Online Cosmetic Shopping Prospects 2014Q4 ( 简版 ) (Abbreviated Version) QQSurvey 中国在线调研 QQSurvey China Online Research Nov

2 目录 Contents 网购化妆品前景 Online Cosmetic Shopping Prospects 城市间比较 Inter-City Comparison 年龄段比较 Age Group Comparison 性别比较 Gender Comparison 网购排行榜 Online Shopping Ranking List 购物网站热度排名 Shopping Websites Popularity Ranking 网购商品预期购买哪类化妆品 Anticipated Buying Cosmetic Products for Online Shopping 网购商品预期购买化妆品品牌排名 Ranking of Anticipated Buying Cosmetic Brands for Online Shopping 网购人均消费金额 Online Shopping Consumption per Person 法律声明 Legal Notice 2

3 网购化妆品前景 Prospects of Online Cosmetic Shopping QQSurvey 中国在线调研 2014Q4 购化妆品前景调查是基于对中国 1030 位具有网络购物经验的女性网民访问结果而得到的 所有被访问对象 均被问及同样的问题 : 您预计未来 3 个月 (2014 年 11 月 年 1 月 底 ), 您网购化妆品的消费金额与过去一期 (2014 年 8 月 -10 月底 ) 相 比, 会发生怎样的变化? QQSurvey China online research s 2014Q4 survey of online cosmetic shopping prospect is based on the survey results of 1030 female netizens with online shopping experience. All respondents were asked the same question what changes of your online cosmetic shopping consumption do you expect to happen over the next three months (from Nov to the end of Jan ) compared with last quarter (from Aug to the end of Oct. 2014)? 在 2014Q4 受访的网民中,66.4% 的网购消费者预计将增加网购化妆品消费金额,5.5% 的网购消费者表示将会减少网购化妆品消费金额, 同时有 28.1% 的网购消费者表示网购化妆品消费金额将维持不变 2014Q4 中国净网购化妆品前景指数为积极的 60.9% Among the 2014Q4surveyed netizens, 66.4%online shopping consumers anticipate to increase their online cosmetic shopping consumption, while 5.5%of them would decrease their consumption and 28.1% respondents said they would remain their consumption unchanged. 2014Q4 China net online cosmetic shopping prospect index is positive 60.9%. 在这份报告中, 我们使用 净网购前景指数 这一名词 该数据是由在区域内, 期望在下一期中增加网购消费金额的网购化妆品消费者比例减去期望减少网购化妆品消费金额的网购消费者比例而得 计算结果即为净网购前景指数 In this report, we adopted the nouns of net online shopping prospect index. The index is the difference between the proportion of consumers who plan to raise their online cosmetic shopping consumption and that of those who anticipate reducing. The difference value is what we name as net online shopping prospect index. 3

4 图表 1:2014Q4 净网购化妆品前景指数图表 Chart One: 2014Q4 Net Online Cosmetic Shopping Prospect Index 增加 (%) 减少 (%) 维持不变 (%) 净网购前景指数 (%) 期间调整指数 (%) 2011 年第三季 年第四季 年第一季 年第二季 年第三季 年第四季 年第一季 年第二季 年第三季 年第四季 年第一季 年第二季 年第三季 年第四季 Increase (%) Decrea se(%) Remain unchanged (%) Net online shopping prospect index(%) Third quarter Term adjustment index(%) Fourth quarter First quarter Second quarter Third quarter Fourth quarter First quarter Second quarter Third quarter Fourth quarter First quarter Second quarter Third quarter Fourth quarter

5 区域间比较 中国在线调研 N=1030 Regional Comparison 参与调查的珠三角地区 ( 含广州 深圳 东莞 惠州 中山 珠海及周边等城市 ) 长三角地区( 含上海 杭州 南京 苏州 无锡 扬州 温州 义乌及周边等城市 ) 环渤海地区( 含北京 烟台 天津 大连 威海 青岛等城市 ) 的网购消费者们预期在 2014Q4 网购消费金额均有所变化 其中珠三角地区网购化妆品消费者的网购前景最为乐观, 网购消费者的净网购预期前景指数达 % 长三角地区网购化妆品消费者的网购前景紧追珠三角地区, 网购消费者的净网购前景指数达到 +60.1% 环渤海地区的网购化妆品消费者的净网购前景指数为 +58.1% Surveyed online shopping consumers from pearl river delta region (including Guangzhou, Shenzhen, Dongguan, Huizhou, Zhongshan, Zhuhai, and other surrounding cities), yangtze river delta region (including Shanghai, Hangzhou, Nanjing, Suzhou, Wuxi, Yangzhou, Wenzhou, Yiwu, and other surrounding cities), and circum-bohai sea region (including Beijing, Yantai, Tianjin, Dalian, Weihai, Qingdao, and other cities) all expect to change their 2014Q4 online shopping consumption amount. Among the above three regions, online shopping prospects of pearl river delta region are the most positive with its net online shopping prospect index of+ 65.9%. Following yangtze river delta region closely, the net online shopping prospect index of pearl river delta region is +60.1%. The same index of circum-bohai sea region is +58.1%. 图表 2:2014Q4 城市间比较净网购前景指数图 Chart Two: 2014Q4Inter-City Comparison of Net Online Shopping Prospect Indexes N=1030 环渤海地区 58.10% 长三角地区 60.10% 珠三角地区 65.90% 54.00% 56.00% 58.00% 60.00% 62.00% 64.00% 66.00% 68.00% 5

6 珠三角地区 :+65.9% Pearl River Delta Region: +65.9% 珠三角地区净网购化妆品前景指数为 +65.9% 与上个季度相比上升了 6.9% Net online shopping prospect index of Pearl River Delta region is +65.9%, increasing 6.9% compared with last quarter. 图表 3: 珠三角地区每季净网购前景指数图 Chart Three: Pearl River Delta Region s Quarterly Net Online Shopping Prospect Indexes 环渤海地区 :+58.1% Circum-Bohai Sea Region: +58.1% 环渤海地区净网购化妆品前景指数为 +58.1% 与上个季度相比上升了 1.0% Net online shopping prospect index of circum-bohai sea region is +58.1%, increasing 1.0% compared with last quarte. 图表 4 : 环渤海地区每季净网购前景指数图 Chart Five:Circum-Bohai Sea Region s Quarterly Net Online Shopping Prospect Indexes 中国在线调研 N=1030 注 : 珠三角地区数据从 2011Q3 开始统计 中国在线调研 N=1030 注 : 环渤海地区数据从 2011Q3 开始统计 长三角地区 :+60.1% Yangtze River Delta Region: +60.1% 长三角地区净网购化妆品前景指数为 +60.1% 与上个季度相比上升了 7.9% Net online shopping prospect index of Yangtze River delta region is+60.1%, increasing 7.9% compared with last quarter. 图表 5: 长三角地区每季净网购前景指数图 Chart Four: Yangtze River Delta Region s Quarterly Net Online Shopping Prospect Index 中国在线调研 N=1030 注 : 长三角地区数据从 2011Q3 开始统计 6

7 年龄段比较 Age Group Comparison 参与调查的各年龄段网购化妆品消费者们预期在 2014Q4 网购消费金额均有所变化 岁网购消费者的净网购前景最为乐观, 网购消费者的净网购预期前景指数达 % 岁 25 岁及以下 46 岁以上网购消费者的净网购前景指数分别为 % 55.6% 54.1% All surveyed online cosmetic shopping consumers for all ages anticipate changing their 2014Q4 online shopping consumption. Net online shopping prospect of online shopping consumer 26 to 35 years old is the most positive with the corresponding index reaching +65.8%. Net online shopping prospect indexes of online shopping consumer 36 to 45 years old 25 years old and under 46 years old and above are respectively +59.3%, 55.6%, and 54.1%. 图表 6:2014Q4 年龄段净网购前景指数图 Chart Six: 2014Q4 Different Age Groups Net Online Shopping Prospect Indexes 25 岁及以下 55.6% 岁 65.8% 岁 59.3% 46 岁及以上 54.1% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 中国在线调研 N=1030 7

8 25 岁以下 :+55.8% 25 Years Old and under: +55.8% 25 岁以下消费者净网购化妆品前景指数为 +55.8% 与上个季度相比上升了 1.9% Net online cosmetic shopping prospect index of consumers aged 25 years old and under is +55.8%, increasing 1.9% 岁 :+65.8% 26 to 35 Years Old: +65.8% 岁消费者网购化妆品前景指数为 +65.8% 与上个季度相比上升了 6.0% Net online cosmetic shopping prospect index of consumers aged 26 to 35 years old is +65.8%, compared with last quarter. increasing 6.0% compared with last quarter. 图表 7 : 25 岁以下每季净网购前景指数图 Chart Seven: Quarterly Net Online Shopping Prospect Indexes of 25 Years Old and under Age Group 图表 8:26-35 岁每季净网购前景指数图 Chart Eight: Quarterly Net Online Shopping Prospect Indexes of 26 to 35 Years Old Age Group 中国在线调研 N=1030 中国在线调研 N=1030 注 :25 岁以下消费者数据自 2011Q3 开始统计 注 :26-35 岁消费者数据自 2011Q3 开始统计 8

9 36-45 岁 :+59.3% 36 to 45 Years Old: +59.3% 岁消费者净网购化妆品前景指数为 +59.3% 与上个季度相比上升了 4.3% Net online cosmetic shopping prospect index of consumers aged 36 to 45 years old is +59.3%, increasing 4.3% compared with last quarter 46 岁及以上 :+54.1% 46 Years Old and above: +54.1% 46 岁及以上消费者净网购化妆品前景指数为 +54.1% 与上个季度相比上升了 9.1% Net online cosmetic shopping prospect index of consumers aged 46 and above is +54.1%, increasing 9.1%compared with last quarter. 图表 9:36-45 岁每季净网购前景指数图 Chart Nine: Quarterly Net Online Shopping Prospect Indexes of 36 to 45 Years Old Age Group 图表 10:46 岁及以上每季净网购前景指数图 Chart Ten: Quarterly Net Online Shopping Prospect Index es of 46 Years Old and above Age Group 中国在线调研 N=1030 中国在线调研 N=1030 注 :36-45 岁消费者数据自 2011Q3 开始统计 注 :46 岁及以上消费者数据自 2011Q3 开始统 9

10 性别比较 Gender Comparison 参与调查的女性网购消费者们预期在 2014Q4 网购化妆品消费者净网购预期前景指数为 +60.9% 2014Q4net online shopping prospect index of female online cosmetic shopping consumers participating in the survey is +60.9%. 图表 11:2014Q4 性别净网购前景指数图 Chart Eleven: 2014Q4Net Online Shopping Prospect Index of Genders 女性 60.90% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 中国在线调研 N=1030 女性 :+60.9% Female:+60.9% 女性消费者网购化妆品前景指数为 +60.9% 与上个季度相比上升了 4.8% Net online cosmetic shopping prospect index of female consumers is +60.9%, increasing 4.8% compared with last quarter. 图表 12: 女性每季净网购前景指数图 Chart Twelve: Females Quarterly Net Online Shopping Prospect Indexes 中国在线调研 N=1030 注 : 女性消费者数据自 2011Q3 开始统计 10

11 网购排行榜 Online Shopping Ranking List 2014Q4 购物网站排名 2014Q4 Shopping Websites Ranking 图表 13:2014Q4 网购排行榜图表 Chart Thirteen: 2014Q4Online Shopping Ranking List 网站排行品牌市场渗透率 2014Q3 排名 淘宝网 60.2% 淘宝商城 38.7% 聚美优品 30.7% 京东商城 28.3% 唯品网 18.3% 乐蜂网 10.8% 1 号店 9.8% 美团网 8.8% 当当网 5.7% 苏宁易购 4.3% Website ranking Website Market penetration rate 2014Q3ranking 1 Taobao 60.2% 2 Tmall 38.7% 3 Jumei 30.7% 4 Jingdong Mall 28.3% 5 Vipshop 18.3% 6 Lefeng 10.8% 7 The Store 9.8% 8 Meituan 8.8% 9 Dangdang 5.7% 10 Suning 4.3%

12 淘宝网 60.20% 淘宝商城 38.70% 聚美优品 京东商城 30.70% 28.30% 唯品网 18.30% 乐蜂网 1 号店美团网当当网苏宁易购 10.80% 9.80% 8.80% 5.70% 4.30% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 中国在线调研 N= Q4 购买哪类化妆品 2014Q4 Anticipated Buying Cosmetic Product 图表 14:2014Q4 购买哪些化妆品图表 Chart Fourteen: 2014Q4Anticipated Buying Cosmetic Product 商品预期排名品牌市场渗透率 2014Q3 排名 护肤 96.6% 底妆 44.4% 彩妆 42.4% 其他 12.2% Anticipated ranking of products Product kinds Market penetration rate 2014Q3 ranking 1 Skin care 96.6% 2 Base makeup 44.4% 3 Cosmetics 42.4% 4 Others 12.2%

13 护肤 96.6% 底妆 彩妆 44.4% 42.4% 其他 12.2% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% 中国在线调研 N= Q4 购买护肤品 2014Q4 Purchase Skin Care Products 图表 15:2014Q4 购买护肤品图表 Chart Fifteen: 2014Q4 Purchase Skin Care Products 商品预期排名品牌市场渗透率 2014Q3 排名 爽肤水 / 化妆水 69.3% 1 洁面产品 68.0% 2 乳液 / 面霜 / 晚霜 66.8% 4 面膜 65.3% 3 眼霜 / 眼部啫喱 38.1% 6 防晒产品 38.0% 5 精华 36.9% 7 卸妆产品 27.1% 8 去死皮 / 去角质产品 23.0% 9 除痘产品 17.1% 10 其它 ( 注明 ).3% 11 13

14 Market Anticipated ranking of Product Kinds penetration products rate 2014Q3 ranking 1 Toner/ astringent 69.3% 1 2 Cleanser 68.0% 2 3 Lotion/ cream/ night cream 66.8% 4 4 Facial mask 65.3% 3 5 Eye cream/ eye gel 38.1% 6 6 Suncare product 38.0% 5 7 Essence 36.9% 7 8 Cleansing product 27.1% 8 9 Exfoliating scrub product/ exfoliator 23.0% 9 10 Anti-acne product 17.1% Others.3% 11 爽肤水 / 化妆水洁面产品乳液 / 面霜 / 晚霜面膜眼霜 / 眼部啫喱防晒产品精华卸妆产品去死皮 / 去角质产品除痘产品其它 ( 注明 ).3% 17.1% 23.0% 27.1% 38.1% 38.0% 36.9% 69.3% 68.0% 66.8% 65.3%.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 中国在线调研 N=995 14

15 2014Q4 购买底妆 2014Q4 Purchase Base Makeup 图表 16:2014Q4 购买底妆图表 Chart Sixteen: 2014Q4 Purchase Base Makeup 商品预期排名品牌市场渗透率 2014Q3 排名 隔离霜 / BB 霜 71.8% 粉底液 / 霜 / 遮瑕 46.4% 粉饼 / 粉膏 / 粉条 31.1% 底妆工具 ( 如刷具等 ) 24.7% 散粉 / 蜜粉 ( 非亮粉 ) 21.9% 其它 ( 注明 ) 0.0% Anticipated ranking of products Product kinds Market penetration rate 2014Q3 ranking 1 Sun screen/ BB cream 71.8% 1 2 Liquid foundation/ cream/ concealer 46.4% 2 3 Pressed powder/ power paste/ powder strip 31.1% 3 4 Base makeup tools(e.g. brush) 24.7% 5 5 Smooth powder/ loose powder (non-shining powder) 21.9% 4 6 Others 0.0% 6 隔离霜 / BB 霜 71.8% 粉底液 / 霜 / 遮瑕 46.4% 粉饼 / 粉膏 / 粉条 31.1% 底妆工具 ( 如刷具等 ) 散粉 / 蜜粉 ( 非亮粉 ) 24.7% 21.9% 其它 ( 注明 ) 0.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 中国在线调研 N=457 15

16 2014Q4 购买彩妆 2014Q4 Purchase Cosmetics 图表 17:2014Q4 购买彩妆图表 Chart Seventeen: 2014Q4 Purchase Cosmetics 商品预期排名品牌市场渗透率 2014Q3 排名 唇膏 / 唇彩 / 口红 65.2% 睫毛膏 / 液 47.1% 眼线笔 / 液 45.1% 眉笔 / 眉粉 41.0% 眼影 39.6% 腮红 / 胭脂 / 彩妆盘 28.6% 彩妆工具 25.2% 亮光粉 / 阴影粉等亮粉 19.0% 其他 0.2% Anticipated ranking of products Product kinds Market penetration rate 2014Q3 ranking 1 Lipstick/ lip gloss/ lip rouge 65.2% 1 2 Mascara/ liquid mascara 47.1% 2 3 Eyeliner pencil/ liquid eyeliner 45.1% 3 4 Eyebrow pencil/ brow powder 41.0% 4 5 Eye shadow 39.6% 5 6 Blush/ rouge/ cosmetics collection 28.6% 6 7 Cosmetic tools 25.2% 7 8 High burnishing powder, shadow powder, and other 19.0% 8 9 Others 0.2% 9 16

17 唇膏 / 唇彩 / 口红 65.2% 睫毛膏 / 液眼线笔 / 液眉笔 / 眉粉眼影 47.1% 45.1% 41.0% 39.6% 腮红 / 胭脂 / 彩妆盘 彩妆工具 25.2% 28.6% 亮光粉 / 阴影粉等亮粉 19.0% 其他 ( 注明 ).2%.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 中国在线调研 N= Q4 购买其他 2014Q4Other Purchase 图表 18:2014Q4 购买的其他产品图表 Chart Eighteen: 2014Q4Other Purchase Products 商品预期排名品牌市场渗透率 2014Q3 排名 1 香水 60.3% 指甲油 51.6% 其他 9.5% 2 3 Anticipated ranking of products Product kinds Market penetration rate 2014Q3ranking 1 Perfume 60.3% 2 Nail polish 51.6% 3 Others 9.5%

18 香水 60.3% 指甲油 51.6% 其他 ( 注明 ) 9.5% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 中国在线调研 N= Q4 购买化妆品品牌排名 2014Q4 Ranking of Purchase Cosmetic Brands 图表 19:2014Q4 购买化妆品品牌排名图表 Chart Nineteen: 2014Q4Ranking of Purchase Cosmetic Brands 网站排行品牌市场渗透率 2014Q3 排名 自然堂 23.3% 1 OLAY 玉兰油 21.2% 2 Estee lauder 雅诗兰黛 17.4% 3 曼秀雷敦 15.2% 5 佰草集 14.8% 4 Shiseido 资生堂 14.0% 6 妮维雅 13.1% 7 Lancome 兰蔻 11.6% 8 旁氏 9.2% 9 玫琳凯 9.1% 10 18

19 Website ranking Brand Market penetration rate 2014Q3 ranking 1 CHCEDO 23.3% 1 2 OLAY 21.2% 2 3 Estee lauder 17.4% 3 4 Mentholatum 15.2% 5 5 Herborist 14.8% 4 6 Shiseido 14.0% 6 7 Nivea 13.1% 7 8 Lancome 11.6% 8 9 Ponds 9.2% 9 10 Marykay 9.1% 10 自然堂 OLAY 玉兰油 Estee lauder 雅诗兰黛曼秀雷敦佰草集 Shiseido 资生堂妮维雅 Lancome 兰蔻旁氏玫琳凯 9.2% 9.1% 15.2% 14.8% 14.0% 13.1% 11.6% 17.4% 21.2% 23.3% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 中国在线调研 N=

20 网购消费金额 ( 单位 : 元 ) Online Shopping Consumption Amount (Unit: Yuan) 图表 20:2014Q4 网购消费金额图表 Chart Twenty: 2014Q3 Online Shopping Consumption Amount 2014Q4 人均消费总额 2014Q3 人均消费总额 季度增长率 总体 总体 % 珠三角地区 % 区域 长三角地区 % 环渤海地区 % 25 岁及以下 % 年龄 岁 % 岁 % 46 岁及以上 % 2014Q4 total amount of per capita consumption 2014Q3 total amount of per capita consumption Quarterly growth rate Totality Totality % Pearl river delta region % Region Yangtze river delta region % Circum-bohai sea region % 25 years old and under % Age 26 to 35 years old % 36 to 45 years old % 46 years old and above % 20

21 2011/Q3 2011/Q4 2012/Q1 2012/Q2 2012/Q3 2012/Q4 2013/Q1 2013/Q2 2013/Q3 2013/Q4 2014/Q1 2014/Q2 2014/Q3 2014/Q4 2011/Q3 2011/Q4 2012/Q1 2012/Q2 2012/Q3 2012/Q4 2013/Q1 2013/Q2 2013/Q3 2013/Q4 2014/Q1 2014/Q2 2014/Q3 2014/Q4 2011/Q3 2011/Q4 2012/Q1 2012/Q2 2012/Q3 2012/Q4 2013/Q1 2013/Q2 2013/Q3 2013/Q4 2014/Q1 2014/Q2 2014/Q3 2014/Q4 中国网购化妆品前景调查报告 Survey Report of China Online Cosmetic Shopping Prospects 总体人均 : Total Consumption per Person 图表 21: 总体人均消费金额每季图 Chart Twenty-One: Quarterly Total Consumption per Person 区域 : Region: 图表 22: 区域消费金额每季图 Chart Twenty-Two: Quarterly Regional Consumption 总体人均中国在线调研 N=1030 注 : 总体人均网购化妆品消费金额数据自 2011Q3 开始统计 年龄 : 珠三角地区长三角地区环渤海地区中国在线调研 N=1030 注 : 区域间网购化妆品消费金额数据自 2011Q3 开始统计 Age: 图表 23: 年龄段消费金额每季图 Chart Twenty-Three: Different Age Groups Quarterly Consumption 中国在线调研 N=1030 注 : 年龄间网购化妆品消费金额数据自 2011Q3 开始统计 21

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23 联系我们 Contact Us 地址 : 上海市吴兴路 2772 号锦都大厦 912 室 Address: Rm912, Jindu Plaza, No.277 Wuxing Rd. Shanghai, China 电话 : Tel: 传真 : Fax: 附 : 调查问卷 Attachment: Questionnaire 网购女性化妆品 Online Female Cosmetic Shopping 配额 : Quota: 23

24 区域配额 珠三角地区 ( 含广州 深圳 东莞 惠州 中山 珠海及周边等城市 ) 344 长三角地区 ( 含上海 杭州 南京 苏州 无锡 扬州 温州 义乌及周边等城市 ) 343 环渤海地区 ( 含北京 烟台 天津 大连 威海 青岛等城市 ) 343 Regional quota Pearl river delta region (including Guangzhou, Shenzhen, Dongguan, Huizhou, Zhongshan, Zhuhai, and other surrounding cities) Yangtze river delta region (including Shanghai, Hangzhou, Nanjing, Suzhou, Wuxi, Yangzhou, Wenzhou, Yiwu, and other surrounding cities) Circum-bohai sea region (including Beijing, Yantai, Tianjin, Dalian, Weihai, Qingdao, and other cities) 性别配额 男 0 女 1030 Gender quota Male 0 Female 1030 年龄配额 25 岁及以下 岁 岁 岁及以上 60 Age quota 25 years old and under to 35 years old to 45 years old years old and above 60 24

25 调查问卷 S1. 您的性别?( 单选 ) 控制配额, 避免男性答题者过多 S1.Your gender? (Single choice) [Control quotas to avoid too many male respondents] 男 1 ( 终止访问 ) 女 2 Male Female 2 1 (terminate the questionnaire) S2. 请问您的年龄是?( 单选 ) S2.Your age? (Single choice) 25 岁及以下 岁 岁 3 46 岁及以上 4 25 years old and under 1 26 to 35 years old 2 36 to 45 years old 3 46 years old and above 4 S3. 请问您所在的区域是?( 单选 ) S3.Your location? (Single choice) 珠三角地区 ( 含广州 深圳 东莞 惠州 中山 珠海及周边等城市 ) 1 长三角地区 ( 含上海 杭州 南京 苏州 无锡 扬州 温州 义乌及周边等城市 ) 2 环渤海地区 ( 含北京 烟台 天津 大连 威海 青岛等城市 ) 3 Pearl river delta region (including Guangzhou, Shenzhen, Dongguan, Huizhou, Zhongshan, Z huhai, and other surrounding cities) Yangtze river delta region (including Shanghai, Hangzhou, Nanjing, Suzhou, Wuxi, Yangzhou, Wenzhou, Yiwu, and other surrounding cities) Circum-bohai sea region (including Beijing, Yantai, Tianjin, Dalian, Weihai, Qingdao, and other cities) S4. 请问您的教育程度是?( 单选 ) S4.Your educational status? (Single choice) 25

26 初中及以下 1 中专 / 技校 / 职高 / 高中 2 大学专科 / 本科 3 研究生及以上 4 Junior high school or under 1 Technical secondary school/ vocational school/ professional high 2 school/ high school Junior college/ undergraduate college 3 Graduate or above 4 S5. 请问您的婚姻状况?( 单选 ) S5.Your marital status? (Single choice) 单身 1 同居 / 已婚 2 其他 ( 如离婚 / 丧偶等 ) 3 Single 1 Cohabiting/married 2 Others (such as divorced, widowed, etc.) 3 S6. 请问您的工作?( 单选 ) S6.Your job? (Single choice) 全职人员 1 追问 S7 题 兼职人员 2 追问 S7 题 失业 3 跳问 S9 题 学生 4 跳问 S9 题 退休 5 跳问 S9 题 全职家庭主妇 6 跳问 S9 题 Full-time staff 1 Get to S7 Part-time staff 2 Get to S7 Unemployed 3 Jump to S9 Student 4 Jump to S9 Retired 5 Jump to S9 Full-time housewife 6 Jump to S9 S7. 请您告诉我您的职业?( 单选 ) S7.Your vocation? (Single choice) 26

27 高级行政管理 ( 董事长 / 总经理 / 行政总裁 ) 1 部门经理 / 主管 2 私营业主 / 合伙人 / 个体户 3 专业人员 - 医生 律师 会计师等 4 政府人员 / 机关干部 5 其他技术白领 6 非技术白领 / 文员 7 技术蓝领 8 非技术蓝领 9 自由职业者 10 其他 ( 注明 ) 11 Senior executive manager (board chairman/ general manager/ 1 chief executive officer) Department manager/ supervisor 2 Private owner/ partner/ individual household 3 Specialized persons doctor, lawyer, accountant, etc 4 Governmental personnel/ government functionary 5 Other technical white-collar worker 6 Non-technical white-collar worker/ clerk 7 Technical blue-collar worker 8 Non-technical blue-collar worker 9 Freelance worker 10 Others (indication ) 11 S8. 请问下列哪一项最能形容您个人每月的平均收入?( 单选 ) S8.Which of the following best describes your personal monthly income? (Single choice) 2000 元以下 元 元 元 元 元 元以上 yuan and under yuan yuan yuan yuan yuan 6 27

28 15000 yuan and above 7 S9. 请问下列哪一项最能代表您家庭每月的总收入呢? ( 含工资 奖金和补贴等所有收入 )?( 单选 ) S9. Which of the following best represents your family monthly income (including wage, bonus, subsidy, and all other earnings)? (Single choice) 2000 元以下 元 元 元 元 元 元 元以上 yuan and under yuan yuan yuan yuan yuan yuan yuan and above 8 S10. 您最近三个月内 (2014 年 5 月 -7 月底 ) 上网都做过什么?( 复选 )[ 选项随机 ] S10. What have you done on the internet over the past three months (from May., 2014 to the end of Jul., 2014 )? (Multiple choice) (Random options) 交友聊天 1 泡论坛 / 社区 2 邮件收发 3 网络购物 4 ( 未选, 终止访问 ) 浏览新闻 / 信息 5 网上学习 6 网上银行 7 网络招聘 8 网络影音 / 游戏 9 预订机票酒店 10 最近三个月内没有上过网 99 Chat dating 1 BBS/ community 2 Mail receiving and sending 3 Online shopping 4 (terminate the questionnaire 28

29 if this option is not selected) Browsing news/ information 5 Online learning 6 E-bank 7 Online recruitment 8 Internet media/ games 9 Air ticket and hotel reservation 10 Haven t surfed internet over the past three months 99 S11. 您最近三个月内 (2014 年 5 月 -7 月底 ) 在网上会购买哪些商品?( 复选 )[ 选项随机 ] S.11 What did you purchase on the internet over the past three months (from May., 2014 to the end of Jul., 2014 )? (Multiple choice) (Random options) 手机 / 数码 / 家电 1 服装 2 配饰 / 鞋帽 / 箱包 3 化妆品 4 旅游 / 机票预定 5 鲜花 / 珠宝 / 礼品 6 母婴用品 7 家居 / 家装用品 8 食品 / 饮料 / 保健药品 9 书籍 / 音像 / 软件 10 虚拟商品 / 充值 / 卡券 / 信息 11 其他 ( 请注明 ) 12 注 :S11 未选择 化妆品 终止访问 Mobile phones/ digital products/ household appliances 1 Clothing 2 Accessories/ shoes and hats/ bags and suitcases 3 Cosmetics 4 Travel/ air ticket reservation 5 Flower/ jewelry/ gift 6 Mother and baby products 7 Household items/ home supplies 8 Food/ beverage/ health care drug 9 Book/ audio and video products/ software 10 Virtual products/ recharge/ cards and certificates/ information 11 Others (indication ) 12 Attention: terminate the questionnaire if cosmetics is not selected in S11. S12. 您最近三个月内 (2014 年 5 月 -7 月底 ) 具体在哪些网站购买过化妆品 ( 最多选 3 个 )[ 选项随机 ] S12. Which websites did you use to buy cosmetics over the past three months (from May., 2014 to the end of 29

30 Jul., 2014)? (Three selections at most) (Random options) 淘宝网 1 耀点 淘宝商城 2 唯品网 18 当当网 3 草莓网 19 卓越网 4 团购网 20 京东商城 5 阿里巴巴 21 拍拍网 6 新蛋网 22 1 号店 7 百度有啊 23 凡客诚品 8 麦包包 24 乐蜂网 9 乐淘网 25 红孩子 10 赶集网 26 聚美优品 11 梦芭莎 27 易趣网 12 苏宁易购 28 麦考林 13 拉手网 29 DHC 官网 14 美团网 30 天天购物网 15 其他 ( 请注明 ) 31 莎莎 16 Taobao 1 Yaodian Tmall 2 Vipshop 18 Dangdang 3 StrawberryNET 19 JOYO 4 Groupon 20 Jingdong Mall 5 Alibaba 21 Paipai 6 Newegg 22 The Store 7 Baidu Youa 23 VANCL 8 Mtaobao 24 Lefeng 9 Letao 25 Redbaby 10 Ganji 26 JUMEI 11 Moonbasa 27 ebay 12 Suning 28 Mecox Lane 13 Lashou 29 DHC Official Website 14 Meituan 30 Tiantian 15 Others (indication ) 31 SaSa 16 S13. 您过去三个月内 (2014 年 5 月 -7 月底 ) 会花费多少钱在网购化妆品上 ( 元 ) S13. How much did you spend on online cosmetic shopping over the past three months (from May., 2014 to the end of Jul., 2014 )? (unit: yuan) S14. 您过去三个月内 (2014 年 5 月 -7 月底 ) 在网上购买哪些的化妆品?( 复选 )[ 选项随机 ] S14. What cosmetic products did you buy on the internet over the past three months (from May., 2014 to the 30

31 end of Jul., 2014 )? (Multiple choice) (Random options) 护肤 1 底妆 2 彩妆 3 其他 4 Skin care 1 Base makeup 2 Cosmetics 3 Others 4 S15. 您过去三个月内 (2014 年 5 月 -7 月底 ) 在网上购买具体哪些功能的化妆品?( 复选 )[ 选项随机 ] 针对 S14 选择的答案相应回答 S15 题 S15. What are the functions of the cosmetic products you purchased on the internet over the past three months (from May., 2014 to the end of Jul., 2014)? (Multiple choice) (Random options) Selections of S15. should contrapose replies of S14. 产品 S15( 多选 ) 护肤 卸妆产品 1 洁面产品 2 去死皮 / 去角质产品 3 爽肤水 / 化妆水 4 乳液 / 面霜 / 晚霜 5 精华 6 防晒产品 7 除痘产品 8 眼霜 / 眼部啫喱 9 面膜 10 其它 ( 注明 ) 11 底妆 隔离霜 / BB 霜 12 粉底液 / 霜 / 遮瑕 13 粉饼 / 粉膏 / 粉条 14 散粉 / 蜜粉 ( 非亮粉 ) 15 底妆工具 ( 如刷具等 ) 16 其它 ( 注明 ) 17 彩妆 唇膏 / 唇彩 / 口红 18 眉笔 / 眉粉 19 眼影 20 眼线笔 / 液 21 睫毛膏 / 液 22 亮光粉 / 阴影粉等亮粉 23 腮红 / 胭脂 / 彩妆盘 24 彩妆工具 25 31

32 其他 其他 ( 注明 ) 26 香水 27 指甲油 28 其他 ( 注明 ) 29 Products Skin care Cleansing product 1 Cleanser 2 Exfoliating scrub product / exfoliator Toner/ astringent 4 Lotion/ cream/ night cream 5 Essence 6 Suncare product 7 Anti-acne product 8 Eye cream/ eye gel 9 Facial mask 10 Others (indication) 11 Base makeup Sun screen/ BB cream 12 Liquid foundation/ cream/ concealer 13 Pressed powder/ power paste/ powder strip Smooth powder/ Loose powder (non-shining powder) S15(multiple choice) Base makeup tools(e.g. brush) 16 Others (indication) 17 Cosmetics Lipstick/ lip gloss/ lip rouge 18 Eyebrow pencil/ brow powder 19 Mascara/ liquid mascara 20 Eyeliner pencil/ liquid eyeliner 21 Eye shadow 22 Blush/ rouge/ cosmetics collection 23 Cosmetic tools 24 High burnishing powder, shadow powder, and other light powders 25 32

33 Others (indication) 26 Perfume 27 Others Nail polish 28 Others 29 S16. 您过去三个月内 (2014 年 5 月 -7 月底 ) 在网上会购买哪些品牌的化妆品?( 复选 )[ 选项随机 ] S16. What brands did you select for your online cosmetic shopping over the past three months (from May., 2014 to the end of Jul., 2014 )? (Multiple choice) (Random options) Anna Sui 安娜 苏 1 AUPRES 欧泊莱 2 Benefit 贝玲妃 3 Biotherm 碧欧泉 4 Bobbi Brown 芭比布朗 5 Chanel 香奈儿 6 Clarins 娇韵诗 7 Clinique 倩碧 8 Devi 黛妃 9 Dior 迪奥 10 Elizabeth Arden 伊丽莎白雅顿 11 Estee lauder 雅诗兰黛 12 ESTHEDERM 雅诗敦 13 Fancl 无添加 14 Giorgio Armani 乔治阿玛尼 15 Givenchy 纪梵希 16 Guerlain 娇兰 17 GUESS 古斯 18 HR 赫莲娜 19 KOSE 高丝 20 La Prairie 莱珀妮 / 蓓莉 21 Lamer 海蓝之谜 22 Lancome 兰蔻 23 LANEIGE 兰芝 24 M.A.C 魅可 25 Max Factor 蜜丝佛陀 26 MUF 浮生若梦 27 OLAY 玉兰油 28 Saliper 莎莉波尔 29 Shiseido 资生堂 30 Shu Uemura 植村秀 31 Sisley 希思黎 32 Versace 范思哲 33 33

34 YSL 伊夫 圣罗兰 34 YUE-SAI 羽西 35 浮生若梦 36 Nars 37 Sleek 38 Too faced 39 雅漾 40 理肤泉 41 薇姿 42 NUXE 欧树 43 贝德玛 44 芙丽芳丝 45 NYR 46 Oshadhi 47 LUSH 48 美体小铺 49 Jurlique 50 玫琳凯 51 蝶翠诗 52 旁氏 53 碧欧泉 54 佰草集 55 自然堂 56 雅顿 57 嘉娜宝 58 H2O 水芝澳 59 卡尼尔 60 碧柔 61 雅呵雅 62 凡士林 63 郁美净 64 小护士 65 露得清 66 阿迪达斯 67 理肤泉 68 妮维雅 69 曼秀雷敦 70 依泉 71 SK-II 72 其他 ( 请注明 ) 73 Anna Sui 1 AUPRES 2 34

35 Benefit 3 Biotherm 4 Bobbi Brown 5 Chanel 6 Clarins 7 Clinique 8 Devi 9 Dior 10 Elizabeth Arden 11 Estee lauder 12 ESTHEDERM 13 Fancl 14 Giorgio Armani 15 Givenchy 16 Guerlain 17 GUESS 18 HR 19 KOSE 20 La Prairie 21 Lamer 22 Lancome 23 LANEIGE 24 M.A.C 25 Max Factor 26 MUF 27 OLAY 28 Saliper 29 Shiseido 30 Shu Uemura 31 Sisley 32 Versace 33 YSL 34 YUE-SAI 35 MAKE UP FOR EVER 36 Nars 37 Sleek 38 Too faced 39 Avene 40 La Roche-Posay 41 Vichy 42 NUXE 43 Bioderma 44 Freeplus 45 35

36 NYR 46 Oshadhi 47 LUSH 48 The Body Shop 49 Jurlique 50 Marykay 51 DHC 52 Ponds 53 Biotherm 54 Herborist 55 CHCEDO 56 Arden 57 kanebo 58 H2O 59 Garnier 60 Biore 61 AQUA 62 Vaseline 63 Yu Mei Jing 64 Mininurse 65 Neutrogena 66 Adidas 67 La Roche-Posay 68 Nivea 69 Mentholatum 70 Uriage 71 SK-II 72 Others (indication ) 73 S17. 您预期未来三个月内 (2014 年 8 月 -10 月底 ) 在网上会购买哪些商品?( 复选 )[ 选项随机 ] S17. What products do you anticipate to buy on the internet over the next three months (from Aug., 2014 to the end of Oct., 2014)? (Multiple choice) (Random options) 手机 / 数码 / 家电 1 服装 2 配饰 / 鞋帽 / 箱包 3 化妆品 4 旅游 / 机票预定 5 鲜花 / 珠宝 / 礼品 6 母婴用品 7 家居 / 家装用品 8 食品 / 饮料 / 保健药品 9 书籍 / 音像 / 软件 10 36

37 虚拟商品 / 充值 / 卡券 / 信息 11 其他 ( 请注明 ) 12 注 :S17 未选择 化妆品 终止访问 Mobile phones/ digital products/ household appliances 1 Clothing 2 Accessories/ shoes and hats/ bags and suitcases 3 Cosmetics 4 Travel/ air ticket reservation 5 Flower/ jewelry/ gift 6 Mother and baby products 7 Household items/ home supplies 8 Food/ beverage/ health care drug 9 Book/ audio and video products/ software 10 Virtual products/ recharge/ cards and certificates/ information 11 Others (indication ) 12 Attention: terminate the questionnaire if cosmetics is not selected in S17. S18. 您预期未来三个月内 (2014 年 8 月 -10 月底 ), 您网购化妆品的消费金额与现在相比, 会发生怎样的变化?[ 单选 ] S18. Compared with now, what changes of your online cosmetic shopping consumption do you expect to happen during the coming three months (from Aug., 2014 to the end of Oct., 2014)? (Single choice) 增加 1 减少 2 维持不变 3 Increase 1 Decrease 2 Remain unchanged 3 S19. 您预期未来三个月内 (2014 年 8 月 -10 月底 ) 会在网上购买哪些的化妆品?( 复选 )[ 选项随机 ] S19. What cosmetic products do you anticipate to buy on the internet over the next three months (from Aug., 2014 to the end of Oct., 2014)? (Multiple choice) [Random options] 护肤 1 底妆 2 彩妆 3 其他 4 Skin care 1 Base makeup 2 Cosmetics 3 Others 4 37

38 S20. 您预期未来三个月内 (2014 年 8 月 -10 月底 ) 会在网上购买具体哪些功能的化妆品?( 复选 )[ 选项随机 ] S20. What are the functions of the cosmetic products that you anticipate to purchase on the internet over the next three months (from Aug., 2014 to the end of Oct., 2014)? (Multiple choice) [Random options] 针对 S19 选择的答案相应回答 S20 题 Selections of S20. should contrapose replies of S19. 产品 S20( 多选 ) 护肤 卸妆产品 1 洁面产品 2 去死皮 / 去角质产品 3 爽肤水 / 化妆水 4 乳液 / 面霜 / 晚霜 5 精华 6 防晒产品 7 除痘产品 8 眼霜 / 眼部啫喱 9 面膜 10 其它 ( 注明 ) 11 底妆 隔离霜 / BB 霜 12 粉底液 / 霜 / 遮瑕 13 粉饼 / 粉膏 / 粉条 14 散粉 / 蜜粉 ( 非亮粉 ) 15 底妆工具 ( 如刷具等 ) 16 其它 ( 注明 ) 17 彩妆 唇膏 / 唇彩 / 口红 18 眉笔 / 眉粉 19 眼影 20 眼线笔 / 液 21 睫毛膏 / 液 22 其他 亮光粉 / 阴影粉等亮粉 23 腮红 / 胭脂 / 彩妆盘 24 彩妆工具 25 其他 ( 注明 ) 26 香水 27 指甲油 28 其他 ( 注明 ) 29 38

39 Products Skin care Cleansing product 1 Cleanser 2 Exfoliating scrub product / exfoliator Toner/ astringent 4 Lotion/ cream/ night cream 5 Essence 6 Suncare product 7 Anti-acne product 8 Eye cream/ eye gel 9 Facial mask 10 Others (indication) 11 Base makeup Sun screen/ BB cream 12 S20(multiple choice) 3 Liquid foundation/ cream/ concealer 13 Pressed powder/ power paste/ powder strip Smooth powder/ Loose powder (non-shining powder) Base makeup tools(e.g. brush) 16 Others (indication) 17 Cosmetics Lipstick/ lip gloss/ lip rouge 18 Others Eyebrow pencil/ brow powder 19 Mascara/ liquid mascara 20 Eyeliner pencil/ liquid eyeliner 21 Eye shadow 22 Blush/ rouge/ cosmetics collection 23 Cosmetic tools 24 High burnishing powder, shadow powder, and other light powders 25 Others (indication) 26 Perfume 27 Nail polish 28 Others (indication) 29 39

40 S21. 您预期未来三个月内 (2014 年 8 月 -10 月底 ) 会在网上会购买哪些品牌的化妆品?( 复选 )[ 选项随机 ] S21. Which cosmetic brands of the following will you be most likely to buy on the internet over the next three months (from Aug., 2014 to the end of Oct., 2014)? (Multiple choice) (Random options) Anna Sui 安娜 苏 1 AUPRES 欧泊莱 2 Benefit 贝玲妃 3 Biotherm 碧欧泉 4 Bobbi Brown 芭比布朗 5 Chanel 香奈儿 6 Clarins 娇韵诗 7 Clinique 倩碧 8 Devi 黛妃 9 Dior 迪奥 10 Elizabeth Arden 伊丽莎白雅顿 11 Estee lauder 雅诗兰黛 12 ESTHEDERM 雅诗敦 13 Fancl 无添加 14 Giorgio Armani 乔治阿玛尼 15 Givenchy 纪梵希 16 Guerlain 娇兰 17 GUESS 古斯 18 HR 赫莲娜 19 KOSE 高丝 20 La Prairie 莱珀妮 / 蓓莉 21 Lamer 海蓝之谜 22 Lancome 兰蔻 23 LANEIGE 兰芝 24 M.A.C 魅可 25 Max Factor 蜜丝佛陀 26 MUF 浮生若梦 27 OLAY 玉兰油 28 Saliper 莎莉波尔 29 Shiseido 资生堂 30 Shu Uemura 植村秀 31 Sisley 希思黎 32 Versace 范思哲 33 YSL 伊夫 圣罗兰 34 YUE-SAI 羽西 35 浮生若梦 36 Nars 37 Sleek 38 Too faced 39 40

41 雅漾 40 理肤泉 41 薇姿 42 NUXE 欧树 43 贝德玛 44 芙丽芳丝 45 NYR 46 Oshadhi 47 LUSH 48 美体小铺 49 Jurlique 50 玫琳凯 51 蝶翠诗 52 旁氏 53 碧欧泉 54 佰草集 55 自然堂 56 雅顿 57 嘉娜宝 58 H2O 水芝澳 59 卡尼尔 60 碧柔 61 雅呵雅 62 凡士林 63 郁美净 64 小护士 65 露得清 66 阿迪达斯 67 理肤泉 68 妮维雅 69 曼秀雷敦 70 依泉 71 SK-II 72 其他 ( 请注明 ) 73 Anna Sui 1 AUPRES 2 Benefit 3 Biotherm 4 Bobbi Brown 5 Chanel 6 Clarins 7 Clinique 8 41

42 Devi 9 Dior 10 Elizabeth Arden 11 Estee lauder 12 ESTHEDERM 13 Fancl 14 Giorgio Armani 15 Givenchy 16 Guerlain 17 GUESS 18 HR 19 KOSE 20 La Prairie 21 Lamer 22 Lancome 23 LANEIGE 24 M.A.C 25 Max Factor 26 MUF 27 OLAY 28 Saliper 29 Shiseido 30 Shu Uemura 31 Sisley 32 Versace 33 YSL 34 YUE-SAI 35 MAKE UP FOR EVER 36 Nars 37 Sleek 38 Too faced 39 Avene 40 La Roche-Posay 41 Vichy 42 NUXE 43 Bioderma 44 Freeplus 45 NYR 46 Oshadhi 47 LUSH 48 The Body Shop 49 Jurlique 50 Marykay 51 42

43 DHC 52 Ponds 53 Biotherm 54 Herborist 55 CHCEDO 56 Arden 57 kanebo 58 H2O 59 Garnier 60 Biore 61 AQUA 62 Vaseline 63 Yu Mei Jing 64 Mininurse 65 Neutrogena 66 Adidas 67 La Roche-Posay 68 Nivea 69 Mentholatum 70 Uriage 71 SK-II 72 Others (indication ) 73 43