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阿里妈妈:《2020年美妆洗护行业特色人群报告》(PPT)
阿里妈妈发布时间:2020年12月28日 10:53:52

(网经社讯)随着奢侈品消费观趋于成熟,奢华美妆已为年轻一代彰显个性,体现品味的“社交货币”。重度奢侈品消费者不仅理解、关注并欣赏卓效品质,极致服务体验,更关注品牌本身的社会责任感。消费者对于“奢华”的期待和追求,将驱动品牌在不断创新的同时,更加关注于核心价值的构建。如今,天猫淘宝平台已经聚集了数以千万的奢美消费者,奢美护肤和奢美彩妆每年分别以200%和100%的速度增长。

DONGCHAFAXIAN,DACUQUDONGWUCHENGYISHANGDESHEMEIHUFUXIAOFEI,ERSHEMEICAIZHUANGXIAOFEIZAIDACUQIHESONGLIJIPINGFENQIUSE。ZAISHEMEIHUFUPINLEI,DADUOSHIYONGYOUGAOXIAOFEINENGLIDECHENGSHUDOUSHIJINGYING,NVXINGXIAOFEIZHEZHAN80%YISHANG,YEYOUJIN20%DENANXINGXIAOFEIZHECHANGXIANXINTAIXIANZHU。XIANGBIZHIXIA,SHEMEICAIZHUANGPINLEINIANQINGNANNVXIAOFEIZHEZHANBIQIGUXIANGDANG,NVXINGZHUIQIUYOUHUIDAILAIDEJINGXIGAN,NANXINGGENGDUOWEISONGLI,ZHUIQIULIANMINGXINPIN。SHEMEIPINPAIZAITUOZHANXINKESHI,CHULEGUANZHUSHEMEIZUQUNWAI,HAIXUYAOGUANZHUGAODUANMEIZHUANGPINPAIXIAOFEIZHE,GOUMAILIQIANGDEDAZHONGXIANMEIZHUANGXIAOFEIZHE,YIJIKUAXINGYEDEZIWOGUANAIXINGHEZHUIQIUJINGSHESHUSHIDEPINZHISHENGHUOXINGXIAOFEIZHE,TAMENWANGWANGJUYOUXIAOFEISHENGJIDEXUQIUHEYIYUAN。

DONGCHAFAXIAN,GUANZHUMEIZHUANGCHANPINCHENGFENHEGONGXIAODECHENGFENDANGYINLINGXINYILUNHUFUCHAOLIU,CHENGFENDANGDEMEIZHUANGXIAOFEINIANZENGZHANGLVFANBEI,SHIMEIZHUANGXINGYEZHENGTIXIAOFEIZENGZHANGLVDE2-3BEI。CHENGFENDANGYI30SUIYIXIADEJINGZHIMAMAQUNTIWEIZHU,YIFANGMIANXIHUANBEIZHONGCAO,YUANYICHANGSHIXINPIN,LINGYIFANGMIANBUMANGCONG,YOUZHUJIAN,YOUWEIGUANZHUKANGMIN、FANGSHAIDENGGONGXIAO、HUAZHUANGPINZHIWUCHENGFENHUOZHUANYECHENGFEN,PIANHAOYOUKEYANBEIJINGHUOZHUDACHENGFENDEPINPAI。 

在个护家清产品中,消费者对植物萃取、自然留香、有机成分的执着追求,催生出一群喜爱天然、健康有机品牌的天然派。这群人在个护家清消费年增长50%,是行业增速的1.5倍,一部分是生活在一二线城市的精致妈妈,另一部分生活在小镇上。天然派人群追求舒适生活,非常懂得平衡优惠和品质。

CHUCIZHIWAI,GEHUJIAQINGXINGYEYONGYOUCHAOGUO1YIDEJIATINGJUECERENQUN,TAMENWANGWANGSHIJIATINGSHENGHUOYONGPINDECAIGOUZHE。JIATINGJUECERENQUNDUOWEIDOUSHILANLINGHEXIAOZHENZHONGNIAN,70%WEINVXING,SHIXIANHUIQUANNENGDECHIJIAZHE。 

CHONGWUSHICHANGYONGYOUGUOYIDEXIAOFEIRENQUN,CHONGWUXIANGGUANDESHANGPINNIANXIAOFEIZAIBAIYIJI,QIEMEINIANYI30%-50%GAOSUZENGZHANG。DONGCHAFAXIAN,DOUSHIBAILINGHEJINGZHIMAMAGENGXUYAO“MIAOXINGREN”PEIBAN,DOUSHILANLINGZHANBIGAOQIENVXINGLVEGAOYUNANXING,RENQUNZHENGTIZAI30SUIYISHANGPIANCHENGSHU,QIEDADUOYIHUNYIYUN。“WANGXINGREN”ZAIDIXIANCHENGSHIPUJIDUGAO,YOUQIZAIXIAOZHENZHONGNIANHEXIAOZHENQINGNIANQUNTIZHONG,DUOWEICHENGSHUWENZHONGDEGUJIARENQUN。

DONGCHAFAXIANTIANMAOTAOBAOJUJI2000WAN-4000WANDEDONGMANYOUXIAIHAOZHE,ZHEIQUNXIHUANLIULANHUOGOUMAIZHOUBIANCHANPINDENIANQINGRENBEICHENGZUOERCIYUANMENGXIN。ZHEIQUNZSHIDAINIANQINGRENZAIMEIZHUANGGEHUSHANGDEXIAOFEINENGLITONGYANGSHIFENQIANGJING,YI50%DENIANZENGZHANGLVGAOYUXINGYEPINGJUNZENGZHANGSHUIPING。JUZHUZAIGAOXIANDEzSHIDAI,QUANCENGCANYUGANQIANG,DONGMAN,YOUXI,YINGYIN,YUANYIWEIXINGQUMAIDAN。ZHICHANGXINRUI,XIANGSHOUWANLEYEREAIGONGZUO。

SHUZISHIDAIYUANZHUMIN,XINXIXUQIUDA,XIGUANDUANSHIPIN,TUWENDENGSUIPIANHUALIUDONGXINXI,XIHUANCHAOLIU,SHUMA,WENYUNEIRONG。ZHANNEIHUOYUEYUZHIBO,YOUHAOHUO,XIAOHEIHE,CAINIXIHUANGEDAQUDAO;AISHEJIAOAIYULE,SHISHEQU,YINGYIN,MEITU,DAOGOUPINGTAICHANGKE。GENGDUOGOUMAIYANCHUNCAIZHUANG,MIANBUJINGHUAJIGERENHULIQINGJIELEICHANPIN,DADANCHANGXIN,GOUMAISHIZHUZHONGPINWEIDANGCI,FENGGEWAIFANGZHANGXIANZIWO。XIANGBIZHIXIA,XIAOYUANDANGYIDIXIANCHENGSHIXUESHENGWEIZHU,XIAOFEILIYOUXIANDANYOUZHUIQIUCHAOLIU,YINCIGAOXINGJIABIDEKUAISHISHANGCHANPINBEISHOUZHUIPENG。GOUMAISHIXIHUANFENXIANGTONGSHIYEYIBEIZHONGCAO,JIANGJIUSHIHUI,KETONGGUOSHIYONGXIYINTAMEN“CHANGXIN”;GUANZHUWAIZAIYANZHI,CAIZHUANGXIAOFEIGAOYUHUFU。 

TONGGUOWEIRAOREN、HUO、CHANGDEMEIZHUANGXIHUTESERENQUNDE360DUDONGCHA,TONGSHIZAIJINNIANSHUANG11QIJIAN,FENBIEYANZHENGLETESERENQUNDETOUFANGXIAOLV,XIWANGZHIYINPINPAIJINXINGJINGXIHUADERENHUOPIPEI,FUHUACHUGENGDUOYUNYONGCHANGJING,TISHENGXIAOFEIZHEYUNYINGXIAOLV。

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