第一章、快消品简介及热点事件盘点 1.1 快消品涵盖品类多样 1.2 快消品的产品特征 1.3 快消品行业概述 1.4 2019年快消品十大消费潮流 1.5 中国快消品行业热点事件盘点

图表6：2020年中国电商平台洗发水品牌排行TOP10图表7：2016-2020年中国护发快消品市场规模（亿元） 图表8：2018年中国脱发人群年龄分布（%） 图表9：2013-2020年中国防脱发洗发水市场规模（亿元）

本报告研究涉及企业/品牌/案例：挖酒网,1919酒类直供,酒仙网

随着新零售概念普及，酒类新零售平台与传统酒类市场将趋于结合，该趋势也推动着中国酒类新零售市场规模和用户规模不断扩大。酒类新零售市场在2020年的规模约为1167.5亿元，预计2021年市场规模将增长16.8%至1363.1亿元。同时，酒类新零售平台通过发挥专业化仓储物流的技术优势，并加速线上线下渠道推广引流，进而优化用户购酒体验、强化用户线上购物习惯，因此行业用户规模有着一定的基础，2020年用户规模达到了4.63亿人。iiMedia Research(艾媒咨询)数据显示，46.4%的受访网民倾向于线上购买酒类商品，同时, 分别有51.7%和56.8%的受访网民认为价格优惠和正品保障是吸引他们到线上购买酒类商品的原因。酒类新零售平台融合线上、线下、物流的新零售模式成为激活零售市场的关键步骤，通过连接传统酒企和消费者，并发挥其渠道互通、数字化、场景化等优势特点，为消费者带来种类多、价格低、有保障的购酒体验，推动中国酒水行业步入新阶段。

With the popularization of the New Retai, the liquor-based new retail platform will combine with the traditional liquor market. This trend also promotes the continuous expansion of the market and user scale of China liquor-based new retail market. The scale of the liquor-based new retail market in 2020 is about 116.75 billion yuan, and it is expected that the market scale will increase by 16.8% to 136.31 billion yuan in 2021. At the same time, the liquor-based new retail platform optimizes users’ liquor purchasing experience and strengthens their online shopping habits by giving scope to the technical advantages of specialized warehousing and logistics and accelerating the promotion of online and offline channels. Hence, the user scale of the industry will reach 463 million in 2020. As the data of iiMedia Research showed, 46.4% of the netizens surveyed tend to buy liquor products online. Meanwhile, 51.7% and 56.8% of the netizens surveyed think that preferential price and authentic products guarantee are the reasons to attract them to buy liquor products online. The liquor-based new retail platform integrates the New Retailing model of online, offline and logistics, which has become a key step to activate the retail market. By connecting traditional liquor enterprises and consumers, and giving full play to the advantages of channel intercommunication, digitization and scene, the platform can bring consumers a multiple, low price and guaranteed liquor purchasing experience, and promote China's liquor industry into a new stage.

本报告研究涉及企业/品牌/案例：亿纬锂能,劲嘉股份,雾芯科技,思摩尔国际,盈趣科技

当前，中国烟民数量位居世界第一，但随着国家禁烟政策的收紧、居民健康意识的提高，作为传统烟草替代品的电子烟在烟民中流行，部分电子烟企业如斯摩尔国际、雾芯科技受益并成功上市。数据显示，2020年中国电子烟市场规模增至83.3亿元，但电子烟渗透率却不足1%，说明中国电子烟行业发展空间广阔，预计2021年市场规模有望超100亿元。行业快速的发展也带动了电子烟产业链上游企业的发展，亿纬锂能、劲嘉股份等企业快速发展。
At present, the number of smokers in China ranks first in the world. However, with the tightening of the national anti smoking policy and the improvement of residents' health awareness, e-cigarettes, as a substitute for traditional tobacco, are popular among smokers. Some e-cigarette enterprises, such as smore international and fog core technology, have benefited and successfully listed on the market. According to the data, in 2020, the scale of China's e-cigarette market will increase to 8.33 billion yuan, but the penetration rate of e-cigarette is less than 1%, indicating that China's e-cigarette industry has broad development space, and the market scale is expected to exceed 10 billion yuan in 2021. The rapid development of the industry has also led to the development of the upstream enterprises of the e-cigarette industry chain, and the rapid development of Yiwei lithium energy, Jinjia shares and other enterprises.

本报告研究涉及企业/品牌/案例：片仔癀,完美日记,薇诺娜

受疫情影响，2020年中国化妆品零售额同比增速从7月才开始恢复正增长，因而后半年以及双11成为化妆品商家发力冲业绩的重点时间段，数据显示，2020双11期间，全网22个电商平台，化妆品销售额超过900亿元。电商促销对化妆品销量的拉升作用明显，成为完美日记、花西子等国产品牌崛起的重要工具，其中国货美妆新品牌完美日记母公司逸仙电商已成功赴美上市。此外，随着男颜经济的崛起、消费者对成分的关注度提升，围绕人群、消费场景细分的产品将会成为新品牌未来发力的重点方向。
Affected by the epidemic, the year-on-year growth rate of China's cosmetics retail sales in 2020 only began to return to positive growth in July. Therefore, the second half of the year and double 11 have become the key periods for cosmetics businesses to make efforts to boost their performance. The data show that during the double 11 period of 2020, there are 22 e-commerce platforms in the whole network, and the sales of cosmetics exceed 90 billion yuan. E-commerce promotion plays an important role in the promotion of cosmetics sales, and has become an important tool for the rise of domestic brands such as perfect diary and huaxizi. Among them, Yixian e-commerce, the parent company of perfect diary, a new brand of Chinese cosmetics, has successfully listed in the United States. In addition, with the rise of men's economy and the increase of consumers' attention to ingredients, products segmented around the crowd and consumption scenarios will become the focus of new brands in the future.

本报告研究涉及企业/品牌/案例：河南信阳县,贵州凤冈县,福建武夷山市,大益茶,天福茗茶,中茶,澜沧古茶,谢裕大,小罐茶

中国茶叶需求量逐渐增大，消费者对茶叶品质要求逐渐提高。iiMedia Research（艾媒咨询）数据显示，2021年1月，接近9成的受访网民是茶叶消费用户，接近4成有每天喝茶的习惯，茶叶成为人们生活中的刚需。部分省份将茶叶种植作为扶贫产业之一，进一步推动了茶叶行业的发展。同时，近年来茶叶的品牌意识开始增强，如大益茶、小罐茶、廊沧古
茶、中茶等茶叶国货品牌崛起。然而，总体而言，传统茶叶品类市场已经走到成熟阶段，市场竞争激烈，因而茶品市场新入局者需要不断打造新场景、新产品、新需求来突围。

The demand for tea in China is gradually increasing, and consumers' requirements for tea quality are gradually improving. As the data of iiMedia Research showed, in January 2021, nearly 90% of the netizens interviewed were tea consumers, and nearly 40% had the habit of drinking tea every day. Tea has become a just need in people's life. Some provinces regard tea planting as one of the poverty alleviation industries, which further promotes the development of tea industry. At the same time, in recent years, tea brand awareness began to strengthen, such as Dayi tea, xiaocan tea, Langcang ancient tea, Chinese tea and other domestic tea brands. However, on the whole, the traditional tea market has come to a mature stage, and the market competition is fierce. Therefore, new entrants to the tea market need to constantly create new scenes, new products and new demands to break through.

本报告研究涉及企业/品牌/案例：好食期,甩甩卖,善食者联盟,钱大妈

从供给侧来看，2020 年中国零食行业总产值规模超过3万亿元，即使按1%的库存沉淀计算，临期食品行业市场规模也会突破300亿元，临期食品市场潜力巨大。从消费端来看，中国相当一部分人群对商品价格仍然具有很高的敏感性，以“低价、去品牌化、物美价廉、基本功能”为特征的消费降级已成为不可忽视的现象，所以2020年中国消费者购买临期食品的主要驱动力是低价购买到需要的商品，性价比较高。

From the perspective of supply side, the total output value of China's snack industry will exceed 3 trillion yuan in 2020. Even if calculated by 1% of inventory precipitation, the market scale of temporary food industry will exceed 30 billion yuan, and the potential of temporary food market is huge. From the consumer side, a considerable number of Chinese people are still highly sensitive to commodity prices. The consumption degradation characterized by "low price, de branding, high quality and low price, and basic functions" has become a phenomenon that can not be ignored. Therefore, the main driving force for Chinese consumers to buy on-the-spot food in 2020 is to buy the needed goods at low price, with high cost performance.

本报告研究涉及企业/品牌/案例：欧莱雅，雅诗兰黛，完美日记。

新冠疫情在带来风险的同时也带来了机遇，在疫情冲击下部分国际化妆品集团业绩亏损较大，但同时一部分国际品牌抓住新兴市场和电子商务的热潮实现了业绩的猛增。中国疫情防控得当，国内消费市场稳步回升，国际外资大牌纷纷全球补货直供中国。特别是双十一活动利好化妆品行业，艾媒咨询预计到年底化妆品行业都将继续保持增长态势。

While the new crown epidemic has brought risks, it has also brought opportunities. Under the impact of the epidemic, some international cosmetics groups have lost more money, but at the same time a number of international brands to seize the emerging markets and the upsurge of e-commerce to achieve the performance of Mengzeng. China's epidemic prevention and control, the domestic consumer market steadily rose, international foreign brands have global replenishment of direct supply to China. In particular, eleven activity is good for the cosmetics industry, iimedia Research predicted that by the end of the cosmetics industry will continue to maintain growth momentum.

本报告研究涉及企业/品牌/案例：李子柒螺蛳粉，好欢螺，三只松鼠，肯德基。
其他企业/品牌：嘻螺会，柳之味，只投螺碗，柳江人家，食战家，董阿姨，肖叔叔。


螺蛳粉的不断普及，不仅成就了好欢螺、嘻螺会等螺蛳粉品牌，还吸引了网红品牌（如李子柒）、零食品牌（如三只松鼠）及餐饮品牌（如肯德基）入局，行业竞争愈发激烈。iiMedia Research（艾媒咨询）数据显示，2020年，中国螺蛳粉消费者购买产品的渠道分布中，网上商城以51.54%的比例居于首位。艾媒咨询分析师认为，淘宝、天猫等网络购物平台上的螺蛳粉产品种类丰富、口味多样，消费者的可选择性更大。

Data show that in the first half of 2020, the output value of bagged snail flour in Liuzhou reached 4.98 billion yuan, and it is expected to reach 9 billion yuan in 2020. Under the new model of live broadcast and delivery, snail noodles became a new online celebrity food, and sales increased significantly during the epidemic. Driven by the snail powder, the industrial chain has also begun to develop, providing new impetus for the industrial development of Liuzhou.

本报告研究涉及企业/品牌/案例：康师傅、三只松鼠、旺旺、桃李面包、大白兔、周黑鸭。

快销食品行业是推动国内外经济双循环的重要环节。当前，快销食品也积极追求健康化、品质化、高端化的发展趋势，并且积极利用直播、短视频等模式催化线上经济的发展。iiMedia Research（艾媒咨询）分析认为2019年中国休闲食品行业市场规模达到10556亿元，同比增长6.10%，预计2020年将超过11000亿元。

The fast-moving food industry is an important link in promoting the double cycle of domestic and foreign economies. At present, fast-moving foods are also actively pursuing the development trend of health, quality and high-end, and actively use live broadcast, short video and other modes to catalyze the development of the online economy. According to iiMedia Research's analysis, the market size of China's snack food industry reached 1,055.6 billion yuan in 2019, an increase of 6.10% year-on-year, and it is expected to exceed 1,100 billion yuan in 2020.