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3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContentBottomContentTopHeadingBaselineLeftMarginRightMargin1探索未来增长新耀能FindingnewshoppersinChinabeautymarket'suntappedpotentials3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContentBottomContentTopHeadingBaselineLeftMarginRightMargin7.87.36.96.76.9GDP8.0%5.9%4.1%3.6%4.3%20132014201520162017快消品市场回暖，高端化为主要增长动力ChinaFMCGslightlywarmedup,acceleratedbyastrongerpremiumizationtrend.2FMCG持续高端化ContinuousTrade-up购物篮增长停滞SluggishBasketSize(KG)购物频次减少DecreasingFrequency+4.0%-1.3%-1.8%增长动力MarketDriver国内生产总值及快消品销额增长率GDP&FMCGValueGR*数据来源：凯度消费者指数家庭购买样组；全国城镇家庭；Y17vsYADatasource:KantarWorldpanelHouseholdPanel;TTLUrbanChinafamilies3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContentBottomContentTopHeadingBaselineLeftMarginRightMargin中国快消品增长转向中、西部以及二、三线城市领导GrowthengineofChinaFMCGhasshiftedtoSouthwesternandCentralprovinces,aswellasmid-tiercities.3城市级别CityTier增长率GR一线城市KeyCities+3.5%二线城市ACities+4.8%三线城市BCities+4.4%四/五线城市C/DCities+3.9%人才落户和购房优惠政策PreferredhousingandHukoupolicies快消品销额增长率TotalFMCGValueGR0%-3.5%无数据Nodata3.5%-7%7%*数据来源：凯度消费者指数家庭购买样组；全国城镇家庭；Y17vsYADatasource:KantarWorldpanelHouseholdPanel;TTLUrbanChinafamilies3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContentBottomContentTopHeadingBaselineLeftMarginRightMargin个护品类保持高速增长，护肤和彩妆是最大机会Personalcaresectorremainedoutstandingperformance;SkincareandMakeuparethebiggestopportunities.40204060800%5%10%15%20%25%30%35%彩妆Makeup面部护肤品FacialSkincare私密护理IntimateWash洗发水Shampoo护发Conditioner沐浴露ShowerGel洗手液HandWash身体护理BodyCare染发HairColorant香水Fragrance头发造型HairStyling香皂BarSoap除臭剂Deodorant个护品类市场表现PersonalCareCategoryPerformance*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；Y17vsYADatasource:KantarWorldpanelBeautyPanel;TTLUrbanChina;15~54y.o.+15%个护品类*销额增长率PersonalCareValueGR*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PersonalCareincl.Skincare,Makeup,Fragrance,HairCare,HairRemover,PersonalWash,Femalecare销额增长率ValueGR渗透率Penetration快慢低高寻找新消费者FINDINGNEWSHOPPERS3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContentBottomContentTopHeadingBaselineLeftMarginRightMargin20多岁女性消费者是市场领导者Youngfemalesintheir20’sarethemarketleaderandgrowthdriver.615-1920-2930-3940-4950-64分年龄段女性消费者护肤彩妆消费行为CosmeticsPerformanceByAge销额增长率ValueGRY17人均花费Avg.spendingperbuyerY16人均花费Avg.spendingperbuyer+16%+23%+17%+9%+14%*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；Y17vsYADatasource:KantarWorldpanelBeautyPanel;TTLUrbanChina;Female15~64y.o年龄Age3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContentBottomContentTopHeadingBaselineLeftMarginRightMargin预测10年后，30岁以上女性市场将占主流，品牌须早做准备In10years’time,theimportanceof30+femaleswillincreaseforCosmeticsmarket.Pre-emptingtheirneedsininnovationshelpwinthefuture.79%37%26%17%12%15-1920-2930-3940-4950-648%24%30%20%18%分年龄段女性对护肤彩妆品类金额贡献ValueContributionToTotalCosmeticsByAgeY2017Y2028E**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Datasource:KantarWorldpanelpredictionbasedonNationalStatisticsdata3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContentBottomContentTopHeadingBaselineLeftMarginRightMargin下线城市增长迅猛，二、三线城市消费力已赶超一线Lowertiercitiesexperiencedamajorboomofconsumerspending;mid-tier(A+B)citieshaveexceededKeycitiesincosmeticsspendingpower.8KEYCITIESACITIESBCITIESC+DCITIES分城市级别女性消费者护肤彩妆消费行为CosmeticsPerformanceByCityTier销额增长率ValueGRY17人均花费Avg.spendingperbuyerY16人均花费Avg.spendingperbuyer+9%+19%+20%+20%一线城市二线城市三线城市四、五线城市KeycitiesAcitiesBcitiesC/Dcities*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；Y17vsYADatasource:KantarWorldpanelBeautyPanel;TTLUrbanChina;Female15~54y.o3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm3.70cm6.40cm9.10cm11.80cm14.50cm17.20cm9.90cm22.60cm25.30cm27.99cm30.69cm32.85cm30.16cm27.46cm24.76cm22.07cm19.37cm16.67cm13.98cm11.28cm8.59cm5.89cm3.19cmContentBottomContentTopHeadingBaselineLeftMarginRightMargin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Acitiesandbelowtiersare