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关于“家用日化”的报告

本报告研究涉及企业/品牌/案例:丽人丽妆、卡尼尔、小护士、希思黎、奥伦纳素、雪花秀、兰芝、施华蔻、相宜本草、兰芝、雪花秀、雅漾、芙丽芳丝、巴黎欧莱雅、雪肌精、Crescent Lily、上海丽仁、Milestone、Asia-Pacific、阿里巴巴、Crescent Group、麦顿投资、汉理资本、唯品会、聚美优品、欧莱雅集团、爱茉莉太平洋贸易有限公司、汉高集团、佳丽宝化妆品(中国)有限公司、上药康德乐(上海)医药有限公司、上海相宜云商电子商务有限公司、杭州悠可、网创科技、宝尊电商、若羽臣

  随着社会、经济、文化的快速变迁,中国居民的价值观和消费习惯逐渐发生变化,人们对形象的要求和认知逐步提高。化妆品不再是年轻女性的专属,越来越多的男性开始注重自身形象管理,他们对化妆品的关注程度不断上升,年轻男性尤为活跃,消费潜力十足。在消费人群不断拓展、消费能力逐渐提升、以及销售渠道多元化等多重因素作用下,中国化妆品行业景气度持续上涨,化妆品市场规模稳步扩张。2018年,中国限额以上企业化妆品销售额达到2619.0亿元,同比增长4.2%,化妆品消费额占社会消费品零售总额的比例上升至1.6%。丽人丽妆是较早成立的阿里系化妆品电商零售服务商,受益于阿里系电商平台的流量红利,发展较为快速。但随着传统电商平台用户数量趋于饱和以及新兴电商平台的分流作用,线上获客成本不断攀升,公司的运营成本压力骤增。此外,电商环境以及消费者偏好的变化也影响着化妆品品牌的销售渠道策略,在面对这些不确定性因素时,公司目前单一运营渠道的隐患也逐渐暴露,增长趋缓。

  With the rapid changes of society, economy and culture, the values and consumption habits of Chinese residents have gradually changed, and people's image requirements and perceptions have gradually improved. Cosmetics are no longer exclusive to young women. More and more men begin to pay attention to their image management. They pay more attention to cosmetics. Young men are especially active and have full consumption potential. With the continuous expansion of the consumer population, the gradual improvement of consumption capacity and the diversification of sales channels, the prosperity of China's cosmetics industry continues to rise, and the scale of the cosmetics market has steadily expanded. In 2018, the cosmetics sales of Enterprises above the quota reached 261.9 billion yuan, an increase of 4.2% over the same period last year, and the proportion of cosmetics consumption in the total retail sales of consumer goods rose to 1.6%. Lily&Beauty is an early established Ali cosmetics e-commerce retail service provider, benefiting from the flow dividend of Ali e-commerce platform, which develops rapidly. However, as the number of users of traditional e-commerce platforms tends to be saturated and the diversion role of emerging e-commerce platforms, the cost of online customer acquisition keeps rising, and the pressure of operating costs of the company increases sharply. In addition, changes in e-commerce environment and consumer preferences also affect the marketing channel strategy of cosmetics brands. In the face of these uncertainties, the company's current single channel of operation has gradually exposed the hidden dangers, slowing down the growth.

报告涉及的相关企业或品牌:万洲国际、高鑫零售、中国粮油、伊利、贵州茅台、怡亚通、永辉超市、蒙牛、康师傅控股、五粮液、统一企业、上海家化、中顺洁柔、珀莱雅、立白、纳爱斯、联合利华、宝洁、上海家化、拉芳、蓝月亮

2018年中国个人护理品市场规模继续增长,已达到2619.0亿元。国产品牌(如上海家化)营收增速亮眼,部分国际品牌(如联合利华)收入呈现负增长。中国的家庭护理产品中,织物护理产品占63.3%。市场集中度相对较高,TOP10企业拥有超过六成的市场份额,其中立白、纳爱斯集团以较大的优势占据第一、二位。2018中国烟酒产品零售额增速变缓,2018年1-11月,中国烟酒产品销售额为3502.3亿元。在酒类产品中,中高端白酒、进口啤酒和进口葡萄酒销售额上涨,分别同比增长22.0%,15.0%和5.0%。中国休闲食品规模不断扩大,预计2020年接近三万亿元。在销售渠道方面,电商渠道的销售占比不断提高,2018年休闲食品的线上市场规模同比增长23.4%。2018年中国饮料行业持续低迷,饮料产量同比下降13.1%。但低糖无糖、发酵饮料、膳食纤维等健康概念饮品备受消费者欢迎。随着居民消费水平的提高,中国消费者对高端快消品购买意愿的增加,未来中国快消品行业规模将继续稳步上升。

In 2018, China's personal care market continues to grow, reaching 261.90 billion yuan. Domestic brands (such as Shanghai Jiahua) saw impressive revenue growth, while some international brands (such as Unilever) saw negative revenue growth. Fabric care products accounted for 63.3% of all home care products in China. The market concentration is relatively high, and the TOP10 enterprises have more than 60% of the market share, among which Libai and Nass group occupy the first and second place with relatively large advantages. Chinese retail sales of tobacco and alcohol products have slowed down in 2018. From January to November of 2018, China's sales of tobacco and alcohol products reached 350.23 billion yuan. Among alcoholic products, sales of medium and high-end liquor, imported beer and imported wine increased by 22.0%, 15.0% and 5.0%, respectively, year-on-year. Chinese snack food market is expected to reach 3 trillion yuan by 2020. In terms of sales channels, e-commerce accounts for an increasing proportion of sales. In 2018, the online market size of leisure food increased by 23.4% year-on-year. Chinese beverage industry continued to suffer in 2018, with beverage output down 13.1 percent year-on-year. However, low-sugar sugar-free, fermented drinks, dietary fiber and other health concept drinks are popular among consumers. With the improvement of residents' consumption level and the increase of Chinese consumers' willingness to purchase high-end FMCG, the scale of China's FMCG industry will continue to rise steadily in the future.

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