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2019全球未来科技大会--中国消费品市场新趋势解读

本报告研究涉及企业/品牌/案例：Straumann,invisalign,隐适美，美亚光电，BEGO，MISI，DENT，JUST，博恩登特，卡瓦集团，NewTom , Dentply Sirona , PLAMENCE , UEG MEDICAL, 泰康拜博口腔，北京大学口腔医院，拜瑞口腔，佳兆业健康集团，国瓷材料，土卓曼集团，牙医管家，茄子，武汉大学口腔医院，通策医疗，可恩口腔，牙博士口腔，阿里健康，一牙网，爱牙，牙医帮

2019年，中国5岁儿童及12岁儿童的龋齿患病率分别为70.9%和34.5%，成年人和老年人群体的牙周问题严重，中国居民口腔健康亟待改善。在国家政策的支持下，2010-2017年间，中国人均卫生费用涨至3738.8元，中国专科医院数量不断上升，口腔医院就诊人数增长到3587.6万人。从中国口腔市场的上下游产业链看，上游端器械市场以Straumann为代表的种植牙企业、典型正畸品牌隐适美以及CBCT巨头亚美广电均实现营收增长，分别于增长了20.7%、37.8%和36.1%；下游端，民营口腔机构达到6.5万个，占据14.2%的市场份额。艾媒咨询分析师认为，民营口腔医疗机构将成为未来中国口腔护理行业投资大市场，并且，“互联网+”和“商业保险+”的模式将逐渐普及。

In 2019, the prevalence of dental caries in Chinese 5-year-old children and 12-year-old children was 70.9% and 34.5%, respectively. Adults had severe periodontal problems, the bleeding rate of gingiva was 87.4%, and the detection rate of calculus was as high as 96.7%. Health needs to be improved. The National Health and Health Committee has established a clear indicator of oral health in 2020-2025. It is expected that the child prevalence rate will be controlled below 30.0%, and the number of remaining teeth in the elderly will reach 24. In 2010-2017, the per capita health expenditure in China rose to 3738.8 yuan. The number of specialized hospitals in China continued to rise. The stomatological hospitals had a large room for development. The number of patients in stomatological hospitals increased to 35.876 million, while the market for Chinese oral stocks was only 103.50 billion yuan. There is an incremental market with great potential. China's oral care upstream device market is expected to reach US$18.30 billion in 2022. The dental implant companies represented by Straumann, the typical orthodontic brand Invisialign and the CBCT giant Meyer all have achieved revenue growth, up 20.7% respectively. 37.8% and 36.1%. At the downstream end, the number of private dental institutions reached 65,000, accounting for 14.2% of the market. It represents the company's Taikang Baibo oral, joint commercial insurance and Internet platform, achieving one-stop service of “insurance + oral care”, as well as online and offline, the omni-channel service model, with revenue growth in 2017, reached 1.43 billion yuan. "

本报告研究涉及企业/品牌/案例：Straumann,invisalign,隐适美，美亚光电，BEGO，MISI，DENT，JUST，博恩登特，卡瓦集团，NewTom , Dentply Sirona , PLAMENCE , UEG MEDICAL, 泰康拜博口腔，北京大学口腔医院，拜瑞口腔，佳兆业健康集团，国瓷材料，土卓曼集团，牙医管家，茄子，武汉大学口腔医院，通策医疗，可恩口腔，牙博士口腔，阿里健康，一牙网，爱牙，牙医帮

2019年，中国5岁儿童及12岁儿童的龋齿患病率分别为70.9%和34.5%，成年人和老年人群体的牙周问题严重，中国居民口腔健康亟待改善。在国家政策的支持下，2010-2017年间，中国人均卫生费用涨至3738.8元，中国专科医院数量不断上升，口腔医院就诊人数增长到3587.6万人。从中国口腔市场的上下游产业链看，上游端器械市场以Straumann为代表的种植牙企业、典型正畸品牌隐适美以及CBCT巨头亚美广电均实现营收增长，分别于增长了20.7%、37.8%和36.1%；下游端，民营口腔机构达到6.5万个，占据14.2%的市场份额。艾媒咨询分析师认为，民营口腔医疗机构将成为未来中国口腔护理行业投资大市场，并且，“互联网+”和“商业保险+”的模式将逐渐普及。

In 2019, the prevalence of dental caries in Chinese 5-year-old children and 12-year-old children was 70.9% and 34.5%, respectively. Adults had severe periodontal problems, the bleeding rate of gingiva was 87.4%, and the detection rate of calculus was as high as 96.7%. Health needs to be improved. The National Health and Health Committee has established a clear indicator of oral health in 2020-2025. It is expected that the child prevalence rate will be controlled below 30.0%, and the number of remaining teeth in the elderly will reach 24. In 2010-2017, the per capita health expenditure in China rose to 3738.8 yuan. The number of specialized hospitals in China continued to rise. The stomatological hospitals had a large room for development. The number of patients in stomatological hospitals increased to 35.876 million, while the market for Chinese oral stocks was only 103.50 billion yuan. There is an incremental market with great potential. China's oral care upstream device market is expected to reach US$18.30 billion in 2022. The dental implant companies represented by Straumann, the typical orthodontic brand Invisialign and the CBCT giant Meyer all have achieved revenue growth, up 20.7% respectively. 37.8% and 36.1%. At the downstream end, the number of private dental institutions reached 65,000, accounting for 14.2% of the market. It represents the company's Taikang Baibo oral, joint commercial insurance and Internet platform, achieving one-stop service of “insurance + oral care”, as well as online and offline, the omni-channel service model, with revenue growth in 2017, reached 1.43 billion yuan.

本报告研究涉及企业/品牌/案例：Amazon，eBay，walmart，OTTO，速卖通，天猫，淘宝，京东，Flipkart，snapdeal，Rakuten，Lazada，kakaku，Shopee，mymall，joom，资生堂，欧莱雅，宝洁，联合利华，霸王、章华，舒肤佳，玉兰油，Amway 安利，LUX 力士，蔻露薇

个人洗护电商市场在全球保持稳定发展。2019全球个人洗护电商市场销售额已达1182.6亿美元，预计至2023年这一规模达到1816.0亿美元。特别是中国方面，iiMedia Research（艾媒咨询）数据显示， 2018年中国个人洗护电商市场规模达到1881.9亿元人民币，增幅同比增长14.5%，其中，面部护理、身体清洁和口腔护理三类的贡献比例达到81.5%。艾媒咨询分析师认为，由于海淘、跨境电商和电商渠道的崛起，以及个人卫生支出增长、全民洗护卫生意识增强，共同推动中国个人洗护发展。企业方面，如拉芳、百雀羚等积极开拓电商渠道，联合天猫双十一、京东618等节日造势。产品方面，如牙齿美白、护发防脱洗发水等功能性洗护用品的销量增加，洗护用品的包装、气味等也都成为用户选择的主要依据。用户方面，男性个人洗护细分受到更多关注，00后、05后等开始成为个人洗护用品的新群体。

The personal care e-commerce market has maintained steady growth throughout the world. The global consumer care market in 2019 has reached US$118.26 billion, which is expected to reach US$181.60 billion by 2023. In particular, in China, iiMedia Research (Ai Media Consulting) data shows that in 2018, China's personal care and e-commerce market reached 188.19 billion yuan, an increase of 14.5%, including facial care, body cleansing and oral care. The contribution ratio reached 81.5%. Ai Media Consulting analysts believe that due to the rise of Haitao, cross-border e-commerce and e-commerce channels, as well as the growth of personal health expenditures and awareness of national health care, we will jointly promote the development of personal care in China. In terms of enterprises, such as Lafang and Baique Ling, they are actively exploring e-commerce channels, and jointly launching festivals such as Tmall Double Eleven and Jingdong 618. In terms of products, sales of functional toiletries such as tooth whitening, hair care and anti-hair shampoo have increased, and the packaging and smell of toiletries have become the main basis for users' choice. On the user side, the male personal care subdivision has received more attention, and after 00, 05, etc., it has become a new group of personal care products.

相关企业：欧莱雅、Cosmax、娇兰、强生、丝芙兰、雅诗兰黛、如涵、千色店、丽人丽妆、诺米家居、美图公司、玉兰油、自然堂、百雀羚、一叶子、SK-Ⅱ、韩束、兰芝、佰草集、美迪惠尔、肌肤之钥、兰蔻、科颜氏、海蓝之谜、丸美、欧珀莱、迪奥、MAC、YSL、TOM FORD、香奈儿、纪梵希、美宝莲、阿玛尼、古驰、宝格丽、博柏利、祖玛珑、联合利华、资生堂、上海家化、珀莱雅、伽蓝集团、抹茶美妆、唯品会、小红书、豌豆公主

利好政策和市场需求驱动下，全球化妆品行业高速发展，中国成为全球第二大化妆品消费国。iiMedia Research（艾媒咨询）分析认为，目前中国化妆品行业有四大趋势：（1）“他经济”时代的到来，男士化妆品成为新兴蓝海市场；（2）社交电商的兴起将进一步带动化妆品消费的增长，61.0%的消费者表明社交媒体平台成为他们“种草”化妆品的重要阵地，其中95/00后受到“种草”的概率为76.6%；（3）跨境电商的发展成为化妆品消费的增长动力，在海淘购买商品品类调查中，洗护用品和美容彩妆分别占比50.6%、45.3%，持续受到用户欢迎，小红书、豌豆公主等跨境电商为化妆品消费提供动力支持；（4）高端化妆品市场发展前景良好，iiMedia Ranking（艾媒金榜）数据显示，雅诗兰黛是最受消费者青睐的面膜品牌和眼霜品牌，迪奥则是口红和女士香水品牌中最受消费者欢迎的。

Driven by favorable policies and market demand, the global cosmetics industry is developing at a high speed, and China has become the second largest consumer of cosmetics in the world. iiMedia Research analysis believes that China's cosmetics industry has four major trends: (1) the arrival of the "He Economy" era, men's cosmetics become the emerging blue ocean market; (2) the rise of social e-commerce will further drive the growth of cosmetics consumption, 61.0% of consumers indicates that the social media platform has become an important position for their “grass” cosmetics, and the probability of being “grassed” after 95/00 is 76.6%; (3) the development of cross-border e-commerce has become the growth engine of cosmetics consumption. In the survey of the consumption of goods purchased by cross-border online shopping, toiletries and beauty cosmetics accounted for 50.6% and 45.3% respectively, which continued to be welcomed by users. Cross-border e-commerce companies such as Xiaohongshu and Wandougongzhu provided support for cosmetics consumption. (4) The high-end cosmetics market has good development prospects. iiMedia Ranking data shows that Estee Lauder is the most popular mask brand and eye cream brand, and Dior is the most popular among lipstick and women's perfume brands.