1、 companies,brands,or to sell its own brand low-cost transfer,such as our present more than 20 million“three capital”enterprises,there 90% of the joint venture using the foreign brands;clean silver toothpaste factory in Guangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,
2、is one such outstanding example of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand,product and intellectual property rights,national industrial competitiveness lie! (3)Product is the enterprise competitive advantage in the market can be quickly
3、 imitated by competitors,beyond,the brand is insurmountable,real and lasting competitive advantage comes from innovation,in order to “change ”shouldbe “status quo” Brand is the concentrated expression of the core competitiveness.The market is constantly changing face of any brand at any time to be o
4、ut of danger .Too much emphasis on the existing achievements,do not attach importance to innovation,leading to a lot of brand-name“dismount ”the major reason.Coca- Cola s former chief marketing officer Sergio Zyman,“The brand is only the company logo products and services are different from competit
5、ors,is the most effective weapon to open up the market,excellent brand can make your product stand out. ”Products physical properties,quantity,price,quality,service is very easy to make your product stand out. ” Products physical properties, quantitiy, price, quality,service is very easy to imitate
6、competitors, Er brands, along with the product itself,also includes an attached product to cultural background, emotional, consumer cognition invisible things,so that enterprises Yong Yuan Li in the competition undefeated.Consumer awareness deciding the fate of the brand has a direct impact on consu
7、mer awareness.Brand is the difference deciding the fate of the brand has a direct impact on consumer awareness.Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a corporate restructuring and reallocation of
8、resources an important mechanism. Fourth, national enterprises in brand internationalization process of how to brand positing. Backed by science and technology , establish a “ quality first,winning by quality ”business philosophy, the brands fashion elements, the outstanding individual. Product qual
9、ity is the cornerstone of creating brand . Competitiveness of their product performance in the competition for the brand ,and brand competition while relying on the inherent quality of a brand in the market down are also in most of a problem because of the quality. Therefore, it can be said, quality
10、 is the brand of life depends. In addition,enterprises should learn from successful experiences abroad to enhance their design and development capability.Enterprises should dare to challenge !D脑脐瀐脐鄐灰腰脐腰瀐腠脐鄐灰酰瀐脐恰腰脐脐鄐腰脐脐脐脐腰瀐脐腰腰鄐鄐瀐腰脐瀐脐鄐瀐灰腰瀐瀐脐腰鄐脐瀐灰鄐脐瀐腰鄐酰脐腰酰灰瀐鄐脐灰脐脐脐酰腰鄐瀀酰灰脐腠脐瀐脐瀐瀐鄐腰腰脐脐腰脀脐瀐鄀瀐脐瀐灰脀灰脐脀洀老唂褂樂鎂臘謆
11、!览覚!親1覺鬐觻鰐!觍1覯1覿!駘駙!駩!馺!駊馋!馬鴐馞駞!駮!駾鼐1駯蠐!1踀1!褀!鴀!搀鰃腰腰脐脐灰脐酠瀀脐脐腰脀鄀脀腰瀐脐瀐脐脐瀀瀐灰脐脐灰腰脐灰腰瀐脐瀀腰瀀腰脐腰脐脐腰瀐灰灰瀐灰脐恰脀脐瀐瀐灰脐鄀鄀瀐酰脀鄀脐酰腰瀀鄐脐鄐脐脐瀐瀀脐脐脐脀32020年Q2 美妆行业内容营销报告 出品方：短视频&新媒体数据情报分析平台-CCSight CONTENT Part 1 Part 2 Part 3 Part 4 美妆行业概况 抖音美妆电商分析 快手美妆电商分析 小红书美妆电商分析 Part 5品牌广告主营销情报 美妆行业概况一 我国化妆品类零售总额保持平稳增长趋势 从2015年到2019年，
12、我国限额以上化妆品类零售总体上保持平稳增长趋势 据中商产业研究院预计，2020年全国限额以上化妆品类消费将继续保持稳中有长趋势，但增速将有所放缓，预计2020年 全国限额以上化妆品类零售总额将达到3164亿元，增速约为13.2% 2015-2020年全国化妆品类零售总额占商品零售总额变化趋势 2049 2222 2514 2619 2992 3164 8.8%8.3% 13.5% 9.6% 12.6% 13.2% -32.0% -24.0% -16.0% -8.0% 0.0% 8.0% 16.0% 0 2000 4000 2015年2016年2017年2018年2019年2020年E 零售总额
13、（亿元） 同比增长率 美妆人群多是二三四线城市的年轻女性 据QuestMobile数据显示，美妆人群的基本盘是二三四线城市的年轻女性，19-24岁的年轻人群数量占比最高，其次是 25-30岁 23.2% 76.8% 性别分布 男 女 13.4% 33.3% 18.4% 14.7% 7.1% 4.5% 8.6% 年龄分布 18岁以下 19-24岁 25-30岁 31-35岁 36-40岁 41-45岁 46岁以上 8.1% 17.3% 18.2% 25.2% 19.7% 11.5% 城市等级分布 一线 新一线 二线 三线 四线 五线及以下 美妆人群热衷于刷视频、看直播，最常使用抖快 据QuestMobile数据显示，美妆人群也是精致的生活记录者，热衷于刷短视频、看直播，抖音、快手是他们使用最多的 短视频直播平台 *数据来源： QuestMobile 2020年3月 说明：活跃渗透率TGI=美妆人群在某App上的渗透率/整体移动网民在该App上的渗透率 移动视频行业美妆人群活跃渗透率Top 10 App 67.4% 65.6%64.8% 58.4% 43.2% 28.7% 14.5% 12.8% 10.5%10.3% 136.2 141.3 144.6 152.1 130.8 197
