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
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.
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.