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1、2021丝丝芙芙兰兰中国高端美中国高端美妆妆白皮白皮书书Prestige Beauty 6 Key Insights高端美妆6大洞察Insight 1“Prestige Substitutes”are critical at every specialmoment品牌意识强烈，重要时刻必须“贵替”登场Insight 2“In China for China”is the true Chinese trend国潮当道，只有适合国人的才是“真国潮”Insight 3360 real“Full Makeup”360护肤，真正“武装到全妆”Insight 4Everyone wants an“Arom
2、atic Soul”不管男生女生，都想要“灵魂有香气”Insight 5Occasionally impulsive，mostly rational,Time for“Ingredient Fanatics”偶尔冲动、时常理性，“成分党”的春天来了Insight 6Online indigenous also needs Offline“Connectivity”&“Proximity”线上原住民也需要线下的“连接感”和“附近感”“Prestige Substitutes”are critical at every special moment品牌意识强烈，重要时刻必须“贵替”登场1第一财经曾
3、针对年轻消费者开展调研：明明还是个少女，怎么就用起了“贵妇级“护肤品？她们大部分出生于经济高速增长的时代，大学刚毕业，既是无家庭负担、无房贷、无小孩的“三无青年”，也处于一人吃饱全家不饿的状态这让她们可以毫无负担地购买自己想要的产品，不用在价签面前踌躇太久。“把护肤当作投资”：颜值就是财富，也是另一种资产。“害怕过早衰老”：保养这件事，当下看不出差别，等长出皱纹就没法补救了。“Prestige Substitutes”are critical at every special moment品牌意识强烈，重要时刻必须“贵替”登场1加入工作是一个关键的转折点86%化妆给自己看,让自己心情更好防初老
4、/防脱发意识越来越早,想保留住青春的容颜82%83%81%79%75%大学生大学生 18-25岁岁 26-30 岁岁 31-40 岁岁81%在每一个仪式感的时刻里都想要盛妆以对年龄分布丝芙兰抓住了这部分高端人群RMB800+RMB1680+9%丝芙兰金卡所有会员客单价丝芙兰黑卡数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025数据来源：丝芙兰会员交易数据，截至2021年7月25日，年复合增长率计算2017-2021年会员交易数据“In China for China”is the true Chinese trend国潮当道，只有适合国人的才是“
5、真国潮”2Brand BuildingPremiumizationInternationalization打造品牌高端化国际化“In China for China”is the true Chinese trend国潮当道，只有适合国人的才是“真国潮”2Good Looking颜值正义Proven EffectiveEmotionally ConnectedSocially Valuable实证有效情感连接社交货币63%79%深度结合中医理疗概念，58%品牌故事和名称/产品54%有高颜值的产品外观有品牌/产品故事，品牌态度配方/技术获得专利认证理念含有中国文化元素整体受访者大学生整体受访者大
6、学生42%36%民族自信感强，对国货30%和IP结中合国顶尖的传统50%产品设计结合中国传统工艺（如雕花），很吸引人产品适合中国人肤质有爱国情感大学生整体受访者整体受访者大学生数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025“In China for China”is the true Chinese trend国潮当道，只有适合国人的才是“真国潮”2RMB990+50%+30%+18%+整体受访者数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025数据来源：丝芙兰会员交易数据，截至2021年7月2
7、5日360o real“Full Make Up”360o 护肤，真正“武装到全妆”3Q:请问您觉得以下哪些品类可以帮助您打造全身整体妆容？脸部脸部以外66%头部免洗发产品，如免洗喷雾、蓬蓬粉等18-25岁岁26-30岁岁31-40岁岁45%身体身体颈部护理，如颈霜/颈膜/抚纹油/精华乳液等.42%手部手部例如手膜，手部精油，磨砂膏等18-25岁岁26-30岁岁31-40岁岁数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025360o real“Full Make Up”360o 护肤，真正“武装到全妆”3社媒聆听声量柔顺防毛躁长效控油，清爽去屑修
8、复受损发质生发防脱，稳固发根提升秀发亮泽头皮舒缓去痒改善扁塌、丰盈蓬松提升秀发强韧度，防止断发可以快速帮助改发型干发时，让头发快速清爽强健毛囊，改善白发问题05101520253035404550需求强度%丝芙兰头部护理品类业绩丝芙兰头皮护理品类业绩RMB1110+RMB1260+65%+47%+215%+142%+销售额增长购买人数增长头部产品消费人群客单价购买人数增长头皮产品消费人群客单价数据来源：2021年益普索社媒聆听数据数据来源：年销售增长率基于2020-2021年丝芙兰会员交易数据，人均客单价基于2020.7.26-2021.7.25会员交易数据Everyone wants an“
9、Aromatic Soul”不管男生女生，都想要“灵魂有香气”40%10%20%30%40%50%60%70%自己喜欢的香调/香水味道64%有专业的试香场景52%整体受访者丝芙兰金卡小众香型，不会和其他人撞香61%包装精美，适合送礼包装大小/规格，适用于不同场合包装独特，值得收藏61%59%59%男性用户丝享卡数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025Everyone wants an“Aromatic Soul”不管男生女生，都想要“灵魂有香气”4丝芙兰香水品类业绩2021RMB1110+26%+31%+购买人数增长销售额增长香水消费人
10、群客单2020丝芙兰独家香水品类业绩RMB1150+37%+44%+2019购买人数增长销售额增长独家香水消费人群客单数据来源：年销售增长率基于2020-2021年丝芙兰会员交易数据，人均客单价基于2020.7.26-2021.7.25会员交易数据Occasionally impulsive,mostly rational,time for“Ingredient Fanatics”偶尔冲动，时常理性，“成分党”的春天来了5+128%+65%34%视黄醇玻色因二裂酵母胜肽+158%抗老抗氧30%补水保湿玻尿酸玻尿酸角鲨烷维生素B5+4%神经酰胺+25%24%烟酰胺维维C+18%+24%美白祛斑熊
11、果苷传明酸12%祛痘消炎+17%水杨酸果酸壬二酸寡肽马齿笕金缕梅丹参根芦荟数据来源：百度观星盘Occasionally impulsive,mostly rational,time for“Ingredient Fanatics”偶尔冲动，时常理性，“成分党”的春天来了5对有效成分 SAY YES！1562M+802K+全网曝光全网曝光互动次数数据来源：2021年丝芙兰Yes List活动数据Online indigenous also needs Offline“Connectivity”&“Proximity”线上原住民也需要线下的“连接感”和“附近感”6丝芙兰App丝芙兰线下门店休闲时会
12、闲逛，被种草4659有具体购买需求有目的性地收集信息5045了解产品价格/促销活动222520了解产品信息用于研究对比29数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025Online indigenous also needs Offline“Connectivity”&“Proximity”线上原住民也需要线下的“连接感”和“附近感”6#美力天天见抖音迷你彩妆秀,每年2万多场 4000万App和小程序用户 美团闪送覆 盖308 家门店，86个 城市,半小时内送达 2100万会员 2300万全网社交平台粉丝 店内美妆体验:店内美妆数字化技术:虚
13、拟试装,香氛测试,头皮测试15分钟美妆定制,全妆美力定制,蜜蜡服务&型眉定制,美妆课,茶灵按摩护理服务数据来源：丝芙兰Prestige Beauty 6 Key Insights高端美妆6大洞察Insight 1“Prestige Substitutes”are critical at every specialmoment品牌意识强烈，重要时刻必须“贵替”登场Insight 2“In China for China”is the true Chinese trend国潮当道，只有适合国人的才是“真国潮”Insight 3360 real“Full Makeup”360护肤，真正“武装到全妆”
14、Insight 4Everyone wants an“Aromatic Soul”不管男生女生，都想要“灵魂有香气”Insight 5Occasionally impulsive，mostly rational,Time for“Ingredient Fanatics”偶尔冲动、时常理性，“成分党”的春天来了Insight 6Online indigenous also needs Offline“Connectivity”&“Proximity”线上原住民也需要线下的“连接感”和“附近感”“Prestige Substitutes”are critical at every special
15、moment品牌意识强烈，重要时刻必须“贵替”登场1Why young girls below 25 nowadays start using prestige anti-aging products?They were born in the years with rapid economic growth and justgraduate from university.They are“三无青年三无青年 youngsters with 3NOs”,NO family burden,NO loans,and NO kids.They are singleand just need to a
16、fford their own expenses,which allows them tobuy the products they want without major pressure.They dontneed to hesitate a lot in front of price tags.“Skincare is a self-investment”:Appearance is a fortune,which isanother kind of important asset.“Afraid of getting old earlier than peers”:theres no v
17、isibledifference at this moment for skincare efforts,but it will be toolate when you already have wrinkles.“Prestige Substitutes”are critical at every special moment品牌意识强烈，重要时刻必须“贵替”登场1Wear makeup topleasure myself86%Anti-aging/anti-hair loss becomesearlier,want to keep the youth look82%81%83%81%79%
18、75%Wear sophisticated makeup forevery momentsCollege Students 18-25 y.o.26-30 y.o.31-40 y.o.Age SegmentSEPHORA well-captured these high spending groupRMB800+RMB1680+9%ALLAvg Spending/TransactionData Source:Member Survey,conducted in July 2021,N=1500,College students survey,conducted in 2021,N=1025Da
19、ta Source:YoY CAGR was calculated based on 2017-2021 Sephora member transaction data.Data Source:Avg Annual Spending was calculated based on 2020.7.26-2021.7.25 Sephora member transaction data.“In China for China”is the true Chinese trend国潮当道，只有适合国人的才是“真国潮”2Brand BuildingPremiumizationInternationali
20、zation打造品牌高端化国际化“In China for China”is the true Chinese trend国潮当道，只有适合国人的才是“真国潮”2Good Looking颜值正义Proven EffectiveEmotionally ConnectedSocially Valuable实证有效情感连接社交货币63%79%54%Has delicate,good-Bonded with conceptsof Chinese medicinesand therapy,improvethe high-end imageof cosmetic brand ofChinese style
21、58%Brand name andProducts withbrand story andattitudelooking productappearance，combined withChinese top IPsstory containselementsabstracted fromChinese cultureCollege StudentsCollege StudentsAll responseAll response42%50%36%30%Product designassociated withtraditional Chinesehandcraft(such ascraving)
22、is attractiveCooperate withChinese top IPsSuitable for skintextures of ChinesepeopleStrong confidencefor own nation,loveand passion fordomestic productsAll responseCollege StudentsAll responseCollege StudentsData Source:Member Survey,conducted in July 2021,N=1500;College students survey,conducted in
23、 2021,N=1025“In China for China”is the true Chinese trend国潮当道，只有适合国人的才是“真国潮”2at SEPHORAEnhancementRMB990+50%+30%+18%+All responseYData Source:Member Survey,conducted in July 2021,N=1500;College students survey,conducted in 2021,N=1025Data Source:YoY GR was calculated based on 2019.7.26-2021.7.25 Sep
24、hora Member Transaction DataData Source:Avg Transaction Spending was calculated based on 2020.7.26-2021.7.25 Sephora Member Transaction Data360o real“Full Make Up”360o 护肤，真正“武装到全妆”3Q:which item will be helpful to build holistic grooming?Within the FaceOut of the Face66%45%42%Hair&Scalp CareScalp car
25、e,Rinse-free products,e.g.,rinse-free shampoo spray,volumizing powder etc.Body CareNeck treatment,e.g.,neckcream/mask/oil/essencelotion etc.Hand CareHand care,e.g.,hand mask/oil/scrubData Source:Member Survey,conducted in July 2021,N=1500;College students survey,conducted in 2021,N=1025360o real“Ful
26、l Make Up”360o 护肤，真正“武装到全妆”3SocialListeningVolumeRepair damaged hairLong lasting anti-oil,refreshing sculp,anti-dandruffAnti-loss,stabilize hair rootsImproves hair lusterImprove flat hair,looks puffy and highvolumeSoothing and anti-itchy for sculpHelps changing hair style quicklyImproves hair toughn
27、ess,prevents broken hairsDemands(%)Makes hair feel refreshing immediately when drying10 15Strengthens hair follicles,improves grey hairs20 25 300535404550SEPHORA Hair Care Business GrowthSEPHORA Scalp Care Business GrowthRMB1110+RMB1260+65%+47%+215%+142%+TransactionTransactionData Source:IPSOS Socia
28、l Listing Data,conducted in 2021Data Source:YoY GR was calculated based on 2019.7.26-2021.7.25 Sephora Member Transaction DataData Source:Avg Transaction Spending was calculated based on 2020.7.26 to 2021.7.25 Sephora Member Transaction DataEveryone wants an“Aromatic Soul”不管男生女生，都想要“灵魂有香气”40%10%20%3
29、0%40%50%60%70%The tone/fragrance I likeProfessional trial conditions64%52%All respondentsNiche fragrance,different from othersDelicate packaging,suitable as a gift61%Sephora GoldMale users61%Packaging size,suitable for differentoccasions59%59%Unique packaging,worth to becollectedSephora Gifting Card
30、Data Source:Member Survey,conducted in July 2021,N=1500;College students survey,conducted in 2021,N=1025Everyone wants an“Aromatic Soul”不管男生女生，都想要“灵魂有香气”42021RMB1110+26%+31%+YoY Member GR%YoY Sales GR%Avg Spending/Transaction2020Exclusive Fragrance Business OverviewRMB1150+37%+44%+2019YoY Member GR%
31、YoY Sales GR%Avg Spending/TransactionData Source:YoY GR was calculated based on 2019.7.26-2021.7.25 Sephora Member Transaction DataData Source:Avg Transaction Spending was calculated based on 2020.7.26-2021.7.25 Sephora Member Transaction DataOccasionally impulsive,mostly rational,time for“Ingredien
32、t Fanatics”偶尔冲动，时常理性，“成分党”的春天来了5+128%+65%34%RetinolBifidus YeastPeptide+158%Anti-agingC-Xyloside30%HydrationHyaluronic Acid Ceramide+4%SqualaneVitamin-B5+25%24%WhiteningNicotinamideVitamin-C+18%ArbutinTranexamic Acid+17%Salvia MiltiorrhizaASA+24%AHAPurslaneWitch Hazel12%Anti-blemishAzelaic AcidBunge
33、 RootOligopeptidesAloeData Source:Baidu 观星盘Occasionally impulsive,mostly rational,time for“Ingredient Fanatics”偶尔冲动，时常理性，“成分党”的春天来了5Say YES for INGREDIENT1562M+802K+Social ImpressionEngagementData Source:2021 Sephora Yes List DataOnline indigenous also needs Offline“Connectivity”&“Proximity”线上原住民也需要
34、线下的“连接感”和“附近感”6Sephora App46Sephora B&M StoresShopping around during leisuretime and find something they willbe interested in594550Has specific need and collectinformation accordingly222520Know about product price/promotionExplore and compare differentproducts29Data Source:Member Survey,conducted in
35、 July 2021,N=1500;College students survey,conducted in 2021,N=1025Online indigenous also needs Offline“Connectivity”&“Proximity”线上原住民也需要线下的“连接感”和“附近感”6 Live-steaming:over 20K/yearMini Make up shows App,Mini Program 40M+users Members Base:21M+Meituan Flash Delivery:308 stores，86 cities,Social Platforms 23M+Fanswithin 30 minutes In-store Beauty services:15 min Beauty Play,Full Makeup services,Brow Bar,In-store Beauty Digital:AR Virtual Artist,Fragrance IQ,Scalp analyticsBeauty Classes,Chaling SPAData Source:Sephora谢谢