<span id="conten"> <p> <strong style="color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 18px; box-sizing: border-box;">一、2019年百货渠道<a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_1468.aspx" target="_blank" class="hotwords" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(0, 187, 190);">化妆</a>品销售情况和趋势</strong></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">2019年全国化妆品零售额为2992亿元，与去年同期相比增长12.6%，高于同期社会消费品零售总额增速4.6个百分点，过去几年，化妆品一直在消费品领域中居于领头羊的地位。</p> <p><a rel="nofollow" href="http://www.linkshop.com.cn/upload/article/2020/20200316150600_8434.jpg" target="_blank" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 14px;"><img alt="" src="http://www.linkshop.com.cn/upload/article/2020/20200316150600_8434_lssize.jpg" data-bd-imgshare-binded="1" style="box-sizing: border-box; border: none; max-width: 100%;" /></a></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">聚焦到百货渠道，2019年全国51个城市百货渠道化妆品零售规模达到518亿元，同比增长13.2%，零售量1.5亿个，微跌0.9%，均价345元，同比增长14.1%，整个市场由消费升级所推动。</p> <p><a rel="nofollow" href="http://www.linkshop.com.cn/upload/article/2020/20200316150614_5309.jpg" target="_blank" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 14px;"><img alt="" src="http://www.linkshop.com.cn/upload/article/2020/20200316150614_5309_lssize.jpg" data-bd-imgshare-binded="1" style="box-sizing: border-box; border: none; max-width: 100%;" /></a></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;"><strong style="box-sizing: border-box;">增长驱动力</strong></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">近几年，百货渠道化妆品消费一直呈现升级趋势，随着国民经济的发展，居民消费水平的提高，化妆品在消费品中扮演着越来越重要的角色，高端化趋势日益显著，由于消费者越来越注重颜面的重要性，以及社交、媒体的互动性，日常护肤品受追捧的同时，修饰面容的彩妆品类越来越多地走进消费者的生活，化妆品消费升级成为主旋律。</p> <p><a rel="nofollow" href="http://www.linkshop.com.cn/upload/article/2020/20200316150640_0934.jpg" target="_blank" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 14px;"><img alt="" src="http://www.linkshop.com.cn/upload/article/2020/20200316150640_0934_lssize.jpg" data-bd-imgshare-binded="1" style="box-sizing: border-box; border: none; max-width: 100%;" /></a></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">为满足消费需求，化妆品产品高端化，产品线丰富化，从品类格局可以看到，护肤品类仍占据着主要市场份额，面霜、眼霜、精华、套装都有很大的提升，其中套装份额增长最为明显，由此可见，消费者对面部护理的精细化越来越重视。</p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">彩妆品类也是引领化妆品销售增长的主要驱动力，粉底、唇部彩妆增长明显，腮红、散粉、唇釉也有不错的表现，涂粉底和口红是如今女性每日上妆必备环节。随着消费者年轻化，以及社交媒体教学的影响，打造更为精致的妆容成为消费者的追求。</p> <p><a rel="nofollow" href="http://www.linkshop.com.cn/upload/article/2020/20200316150817_1091.jpg" target="_blank" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 14px;"><img alt="" src="http://www.linkshop.com.cn/upload/article/2020/20200316150817_1091_lssize.jpg" data-bd-imgshare-binded="1" style="box-sizing: border-box; border: none; max-width: 100%;" /></a></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;"><strong style="box-sizing: border-box;">热点产品</strong></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">从功效来看，抗衰老、保湿、美白、控油四大护肤功效诉求中以抗衰老为主，特别是抗衰老精华是引领市场的增长点，另一个亮点是美白产品逆势增长，很多品牌另辟蹊径，在美白领域表现不错，其中美白功效下的防晒也有很好的增长趋势，尤其是高价产品绑定护肤概念或易上妆买点，对消费者在护肤和防晒方面的消费有很大推动力。</p> <p><a rel="nofollow" href="http://www.linkshop.com.cn/upload/article/2020/20200316150836_7184.jpg" target="_blank" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 14px;"><img alt="" src="http://www.linkshop.com.cn/upload/article/2020/20200316150836_7184_lssize.jpg" data-bd-imgshare-binded="1" style="box-sizing: border-box; border: none; max-width: 100%;" /></a></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">从领涨品类细分情况看，面部精华产品量额齐涨，高端和中高端产品增速突出，高端产品经过十几年的消费者教育沉淀，加之人均消费能力的提升，5年甚至10年前的高端产品成为今天消费者的日常用品，精华产品已成为女性消费者的必备产品，其中抗衰老精华是主力，美白精华也增速凸显，美白消费需求有很大潜力。</p> <p><a rel="nofollow" href="http://www.linkshop.com.cn/upload/article/2020/20200316150850_5934.jpg" target="_blank" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 14px;"><img alt="" src="http://www.linkshop.com.cn/upload/article/2020/20200316150850_5934_lssize.jpg" data-bd-imgshare-binded="1" style="box-sizing: border-box; border: none; max-width: 100%;" /></a></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">从购买结果看，套装增长也十分亮眼，从商家角度看，套装的销售可以带来更高的客单价，还可以通过赠送小样来推广产品，对消费者来说，购买套装更经济实惠，同时可以满足尝试新品的好奇心。</p> <p><a rel="nofollow" href="http://www.linkshop.com.cn/upload/article/2020/20200316150908_4059.jpg" target="_blank" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 14px;"><img alt="" src="http://www.linkshop.com.cn/upload/article/2020/20200316150908_4059_lssize.jpg" data-bd-imgshare-binded="1" style="box-sizing: border-box; border: none; max-width: 100%;" /></a></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">另外一个增长来自彩妆的唇部产品，唇部彩妆分细为四大类，口红依然居高，唇釉其次，消费者对妆容重视程度越来越高，出入场景越来越丰富，悦己的同时需要打造精致的形象，所以彩妆增长持续。</p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">化妆品未来发展的几大趋势为高端化护肤和彩妆的持续增长，消费者诉求越来越精细化，销售渠道多样化，营销渠道多元化。聚焦到百货渠道，<a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_375.aspx" target="_blank" class="hotwords" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(0, 187, 190);">百货店</a>中的化妆品经过多年沉淀，稳固发展，已成为标杆性品牌，这也是许多线上发展起来的化妆品牌到一定程度寻求落地百货店和<a rel="nofollow" href="http://t.linkshop.com.cn/kindex_id_376.aspx" target="_blank" class="hotwords" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(0, 187, 190);">购物中心</a>的原因，主要目的就是要树立形象，得到长久发展，所以<strong style="box-sizing: border-box;">对化妆品来说，百货渠道依然是标杆式的渠道。</strong></p> <p><a rel="nofollow" href="http://www.linkshop.com.cn/upload/article/2020/20200316150919_0466.jpg" target="_blank" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 14px;"><img alt="" src="http://www.linkshop.com.cn/upload/article/2020/20200316150919_0466_lssize.jpg" data-bd-imgshare-binded="1" style="box-sizing: border-box; border: none; max-width: 100%;" /></a></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;"><strong style="box-sizing: border-box;">二、疫情下化妆品消费市场复苏节奏的预判</strong></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">疫情后，化妆品消费市场的复苏将走在前沿，一方面源自于化妆品行业自身的驱动力，另一方面来自于消费者的信心。根据消费者调研，与最近一个月支出相比，未来半年消费者在化妆品上的消费回升显著，相比于其他消费行业，化妆品明显呈现出正增长趋势。</p> <p><a rel="nofollow" href="http://www.linkshop.com.cn/upload/article/2020/20200316150929_1091.jpg" target="_blank" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 14px;"><img alt="" src="http://www.linkshop.com.cn/upload/article/2020/20200316150929_1091_lssize.jpg" data-bd-imgshare-binded="1" style="box-sizing: border-box; border: none; max-width: 100%;" /></a></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">参考2003年SARS期间的百货渠道化妆品销售数据，从当时的监测结果来看，化妆品市场的复苏和增长出现在SARS结束后的第一波消费反弹中，经历了大约三个月的时间恢复到正常增长，在七、八月即回复到正常规模状态。</p> <p><a rel="nofollow" href="http://www.linkshop.com.cn/upload/article/2020/20200316150941_1716.jpg" target="_blank" style="box-sizing: border-box; outline: none; text-decoration-line: none; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif; font-size: 14px;"><img alt="" src="http://www.linkshop.com.cn/upload/article/2020/20200316150941_1716_lssize.jpg" data-bd-imgshare-binded="1" style="box-sizing: border-box; border: none; max-width: 100%;" /></a></p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;"> </p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">未来几年，化妆品还将是朝阳行业，无论消费需求还是市场活力，尤其是在百货渠道，从2016年起一直保持两位数的增长，没有出现需求减少或者是购买力下降，因此预测此次疫情缓解后，化妆品将出现在第一波消费复苏的行业中，目前更为需要关注零售商、渠道商，以及消费者情绪的变化，提前做好准备，迎接复苏的浪潮。</p> <p style="box-sizing: border-box; padding: 0px; margin: 0px 0px 24px; font-size: 18px; line-height: 30px; color: rgb(64, 64, 64); font-family: "Microsoft YaHei", Helvetica, Arial, sans-serif;">（来源：中国百货商业协会，数据来源：GFK）</p></span>