1、!#$%&()*+,- 2021 CBNData. All rights reserved. !#$%&()*+,-!#$%&()*+,稀缺资料共享TGdata_share2021!#$%&()*+,-TABLEOFCONTENTS!第一部分：中国男士彩妆市场发展现状第二部分：线上男士彩妆市场概况第三部分：线上男士彩妆消费人群画像第四部分：男士彩妆营销洞察稀缺资料共享TGdata_share2021!#$%&()*+,-!#$%&()*+,01稀缺资料共享TGdata_share2021!#$%&()*+,-!#$%&%()*+,-.!#$%&()*+,-./012345678!#$!#$%&
2、()*#+,-./%01230456789:;5?AB!#$ %#& (#&)*+,-./0.123456789:;?A7BCDE78FG;?IJKBLMN78OPQRP+STU#+V !#VPWXYZZB_abcdefg;hij?kl_ mnopqOn(rI!#$%&()*+,-./012345678%9:&;?ABC5B123456!#DEFGH)*+I63BJ?KL9:&;)*+MKN5KL,OP2J55!#FEFQRSTU*+LVWXYZB1YV_Y9:ab&;cd7e%fghi!#FEjMVk ?Vlk9:&;)mno54P65,54pLBM54PABM315!#E#CP1()*+P
3、Z_qVB1YrsV_rtuvw&;)x*!#jEyPYsBMYZz9:&;|$%&;)*+L23.5-I/0!#FEj-49:&;?mn!#FE#9:&;9:Dw&;)!#jEF,ZBYqr9:&“”)x*!#FECKJ9:CKJB?31.LP3o5稀缺资料共享TGdata_share2021!#$%&()*+,-stu=ivwxyz|BB=ivI=iw“”aBom#)#w=i Bw=i-I=iw? sB? 9B=i HiI9,!:$%;?AB+CDEFGH!:I$!#$%&%()*+,-./.01234567-!#./0$12345!#$%&%89:;!#$%&%89:;?././A0.B
4、C12DEFGHIJKL.M/KL00.N9:;!#?ABCD!#$%& !#$%$% !#$%$&MAT2019MAT2020MAT2021&!#$%&()*+,$%&()*+64%16%21%()*+,-./01-2()*3456-7289:*;?ABCDEF?/GHI39%36%14%JKLM*NOPQRSTUVWXYZH_稀缺资料共享TGdata_share2021!#$%&()*+,-!E!E#!.E=#!FGH$%&IJKOPQRSTUVWJ!KBLMNOPLQ8+!78#$=RSTUV9:9CDEFG*HIJKLM#+NOFP.QRSTUSVW8XY*#+,-Z#+_HIabcd
5、e%fg*h#+.Q%9i;j8HIklmno0K%epqr*9:9:?78?78BBMI,W78!#$12XYZ_%abcOPQRS!#$%&%Y!#Ey!#ED!#EF!#FE!#!/3!#/#!#j/!#/WZV3!#/j?c=jy!#/ZZ_aZ稀缺资料共享TGdata_share2021!#$%&()*+,-!#$%&!#$%&(!)$%&!)$%&!%&*+!%&*+ ,-./,-./!0$!0$%&%&1%&1%&B=?dwBdwI=w? eBy78#wBw=ivBwvI=i !w?7B=?#$I T78%B=?d&s(I)=?dws*-+,-./0B7123I!78#$defg
6、hij=iklmno9:;!#$1&*+ZRQb)*+&;)*+!#$%&%89:;!#$%&%89:;!#$%&%89:;?Cefg9:;!#?!#$%&!#$%$%!#$%$&稀缺资料共享TGdata_share2021!#$%&()*+,-.#$%&(/002稀缺资料共享TGdata_share2021!#$%&()*+,-_abcd./.0ANBef_ghiejklAabcmno89pqr(bcstuvwdxyz./0|./.0mno:1EamejEo1E LE1EaEEa)mn),3P!#F,3P!,3P!#)-./0)*$%12()*+$%3456789:;?ABAC:;0)-./
7、0)*$%12()*+45DEFG:;?ABAC:;?8?w#9:1H?I=8? “”;I?=A? BBCDEB) uE7w“”FGIpq#$r!#$stu1v+wxefMUuyz9:;!#=!#$%&ZRhijklmno1&pqrsZRtuZR!#$%&%89:;!#$%&%89:;稀缺资料共享TGdata_share2021!#$%&()*+,-&;?-./0)*$%12()*+45DEFG:;?ABAC:;?BmmH*-w=8?BE7I“dJ;&eIKTLMNOPwQRTSTA7)“”FI=U, w*-7IDEVWB=UXYZ+I!|Ms!pq#$yz!#$%&%89:;!#$%&%89
8、:;!#$%&%89:;:1E“”mejEo1E LE1EaEEa|09:;!#$%vw&PQZRhij9:;!#$%xw&PQZRhij&;?|?ABAC:;?ABAC:;0-./0)*$%12()*+45DEFG:;0HIJKLMN$%3456789:;0=)*67&;&;|&;-./0)*$%12()*+$%3456789:;?ABAC:;0稀缺资料共享TGdata_share2021!#$%&()*+,-La1E89pqa|0;:/d;:?7B=?bcd1e=8?7,QRTfgThQTST4iabOejSTd=QRw2-.kGI!#$pq#$#$“”!#$%&%89:;!#$%&%89
9、:;Vdxyz./.0V xyz./0|./.0r(bcs L89-89;89A89-abcabdefgghefijefklefmnopefqrefstuvhefwqefxyOPQFGRFGPQSBTUPQFGRFGPQVWBXBTUY7ZBTUz|&;)*z|H_a_bcde_fg_hijkl_mml_n_op_qr9:;!#$%&yz|ZRhi9:;!#?d1zmBO_%78dnopz:?dIqr1s78B)tumvwxyzI)u 7|w78BTqnpr%TO#W&#XX#w178I=T_w=?-7;D(aI!#$129+12 ,3P!#F!#BPI#*+,3P!#BPI#*+!#$%&%
10、89:;9:;!#?;#$%&Z!#$%&%89:;?d A78noBab-7d*I78.vupzB)dJIA78*yi.#w1-.7BUnOab-7wd#7u#I,W12!#$efE+,12-ef,3P!#F,3P!,3P!#t,3P!#F,3P!,3P!#t!#$%&%89:;9:;!#?cd9:;!#=!#$%&H HZZzQb%x*+*+!#$%&%89:;dxyz./0Vxyz././Vxyz./.0稀缺资料共享TGdata_share2021!#$%&()*+,-#t&;?&;)mn&;&;&;|&;&;-&;#&;?&;&;&;)mn&;-&;Laa|0;:/d;:?bcI.Ad
11、“.?bcw”8eew78BTT YB&b7Ixr,W!#$12s1v9:;!#$%&HZZRG;EZ9:;!#$%&HZZRkQz|rijmnopstuvwxstuvwyIJK,5B?6-5KPL ?APqlBJr1XV_BJYlVIJK,5B?6-5z|_qrz|_bcde!#$%&%89:;!#$%&%89:;U,d=QR.78-7w-A7I,12!|ef+dpq#$1v#t&;?&;)mn&;&;&;|&;&;-&;100100&;?&;&;&;)mn&;-&;klqr_astuvwxstuvwy!#$%&%89:;!#$%&%89:;Laa|0;:/d;:?_op稀缺资料共享TGda
12、ta_share2021!#$%&()*+,-gTSTT67e*ws=?IdwTTTK)x B*yTKw=?A7 GI-fsjjEM!#$!#$%&%89:;!#$%&%89:;9:;!#?cfg-./0)*$%12()*+45DEFG:;?ABAC:;?ABAC:;?ABAC:;0-./0)*$%12()*+D9FG:;0IJKLMN$%3456789:;0=)*67MM“”c-./0)*$%12()*+$%3456789:;?ABAC:;0T)&|()*+,-*./-01),3P!#F,3P!,3P!#2345稀缺资料共享TGdata_share2021!#$%&()*+,-T)T)&;&
13、;66&;&;77”&;&;|L23.5-I89&;(:;=)*=6?J6?&;=+,+,PqlBJr6&;=-*-*6&;7”6&;7”A&;&;././&;BCDEFG-0-0HSI6&;7”qqJB?JKLM= LIM!11)NOP&;6KPLB?A&;QRP&;!#$tu1v1!#$%&%89:;A8?dB67=A8?GwkBg*w?iIr!xq#$stu#9:;!#$%”w&”wZQR!#$%&%89:;?STTTUVWTXVWTUYZEU_VYVYaYV&YT&UbC稀缺资料共享TGdata_share2021!#$%&()*+,-线上男士彩妆消费人群画像03稀缺资料共享TGdat
14、a_share2021!#$%&()*+,-FFDDc,3P!#F,3P!,3P!#消费规模复合增长率)uBbKe_we=?dno) BbKTKe*w FIr!#$t+ZZyH+Fef9:;!#?cdCekQr!#$%&%89:;=? *-+ w/0BtuKe-I=? sw*-KTK+2-./0BKi+ /0Ifghfghdede;FFDDcy!?ABC?ABAB?ABAC9:;!#$%&zkQr9:;!#$%&*+ABcdkQrFFDD,3P!#F!#Mij,3P!#F!#Mijfghde;!#$%&%89:;!#$%&%89:;? b-=ie*I!=?wHi mKKwBtu) #Fe-Ib
15、edTHie!w=? I!:r3tus!#$+:rUu9:;!#=!#$%&yA*+ABcdkQA1rL;1a;a|0L;1a;a|0;d/;:/d;:!#$%&%89:;!#$%&%89:;?Bw m-.b-7Bw.5(=i+z1IHiu1.=?A7+zO1I!:9:+:r!#$1sUufghde;#!t9:;!#$%&AZz45kQ1r2A12L2A1289pqa89pqa |0;d/;:/d;:GAS/VMV/SNMVN/VMV/V/mo9:;!#$%&yAZz|QbkQr!#$%&%89:;!#$%&%89:;mmHBKu-.1w=?bcI9i.#B-.bw.AIref+M!#$9:;
16、!#y45ZRZ z9:;!#yAZR45fghfghdede;&;)mn&;?&;FF#&;c#%efgghefijefklefmnopOFGRFGPQSBTUFGRFGVWBXBTUY7ZBTUfghfghdede;FG-FGJ0kFGJ,_bc$%120XC&8WB9&8PQOFG$%120ZJ,_bc:;0!#$%&%89:;!#$%&%89:;稀缺资料共享TGdata_share2021!#$%&()*+,-wTxyfghde;8?“”I98gBuUXLMOeBiUIwq#$+U|+FJKz|zIN&;&;xyz./.0pqQRxTw&;mn9:;!#$%xw&yAcd“ZAS/VM
17、V/SNMVN/VMV/V/mo!#$%&%89:;!#$%&%89:;OTTYiI$rstu+FU!#$%&%89:;!#$%&%89:;xyz./.0pqQR2xefhT)T)&|(eefh“X” ././$-gij-0-0ORSBTURVWBXBTUY7ZBTU-J0kJ,_bc$%120XC&8WB9&8PQO$%120ZJ,_bc:;?76dw sBdb6wdno1I+2-.w/0Bu) kGI=?72-.V(0BB#$FI!#$efE+Pe“”yz!#$%&%89:;!#$%&%89:;uuuuuuuu9:;!#=!#$%&y*+ABzCe9:;!#?cdCez,3P!#F,3P!
18、,3P!#Mij稀缺资料共享TGdata_share2021!#$%&()*+,-9:;!#?cdCekQruuuuuuuu,3P!#F,3P!,3P!#Miju=?2-.upz uab-7+zO1Iab78-7ud6dw &GkIPeyzPs,12 kLk 89ak1E89pqa|0;:/d;:G!#$%&%89:;!#$%&%89:;9:;!#$%&y*+-)UVZ45稀缺资料共享TGdata_share2021!#$%&()*+,-&;&;m*+t)mnt)mnm*+PqlBJr&;&;m*+QZPlkBlq,5P3ttkk)“m“mm*+#$%qVZVzk%!”4444%x*+%x*+
19、%*+%*+%x*+%x*+%*+%*+*gabdabdmnCbqrFbV%/abdmnopV?4ukl4ukl+kl+klgghVklabdmnopabdmnabw1e8?2-.9-BbTKe_wdwT!I?bc 7T1e8? =?uI67781e=8?dPBA78EdDT!,56=?78mrn#4Y?$”w%&I!#$%&()*+,-./012345678#$)*9:;?#$A(BC!#$%&%89:;?ABAC()$%&()$%&zgzg?ABCXABAC稀缺资料共享TGdata_share2021!#$%&()*+,-男士彩妆营销洞察04稀缺资料共享TGdata_share2021!#
20、$%&()*+,-+,/012 343456789:;?r$IsUu!+!:$#$?y%h-“”%*h% 8#-89:9:*-|#-%yzfgF89:9:c*#+,-fq,-8!j!yj#jy#*+7*+ ha”70%ABCD(EFGHIJK:;LMNOLPQRSTUVWGXYZ_ZabcGdefghacij!#Ft!t+,/01klmD234349nop:;qr=)hh&;)&;)FjyD#*#F#)j#D)jFD!YCDQb46% $1Y稀缺资料共享TGdata_share2021!#$%&()*+,-1E!$#!$y#%&()*+, -./0V1234(5;QRS67;89:;S./.0
21、/=./|./.0/0;?SABCSDEF0/GnHBCSDEF0/|0/GIBCS0/|M/GJSDEFM/Gk!#$12&(+,W12)*+,v-qj.F#+,-./q+,-./8* 8./o$*ZQ*S_C:%Z8x*./%*xQ./!#8*+*+WWQQWWEEbbEEbbQQ-DyD!Dy-j!F=-jD!D#jhu!y!D&-Fj#!&#jD*+Ty-F#D#F#)jj*+TwQH$%&ZL45|Xk!#.?././A0.BC12DEFG67HIJ4?KL.M/MOPQRSN!#$&/0 1 234B=ivw-(4je)i*+?780b12VTV34567B89=:;-?ABwCI
22、E# E#!E# !E#EE!3m/“geTbJRxE(x$1678,-N$16gO稀缺资料共享TGdata_share2021!#$%&()*+,-!#$&/0Y567#-%$%&g()*+,-.%/0*)12%345*67M=:vDEvxDFGYI./_Y89:;%?././A0.BC12DEFG67HIJ4?KL.M/M#!71=CUwcOPQRS!#$%&%YZOPNQ1O1&$%&NQ1O1&$%&$1678,-NG6$1Ou8u8$%6$%61111!#FECKJ9:4CKJB?31.LP3o5c!#E8%ab6VrB,_rVZ!#FEye%ab)*+23L2P3o/0!#E%x)
23、*+L5N54-6Atu!#D%ab)*+Ml_zV/0!#jEF,ZBYqr9:&“”HIJTK=g9YBaLM=ivw9-(I=?A7wLMN9OPA7QRB=wy“”BS0TIJBv=U:VBa=?78+zTW”jXwuYX3I!#$%&(&)*+,-F./012_bc3+4L567/W:8x&_bcF9:;?ABCDVEFGHYI!JK9EGLMNOPQcL9RS(T9UVcQc!WGH!#$%$%&ZZ()()*+,*+,-.-./66+$0011wQwQ稀缺资料共享TGdata_share2021!#$%&()*+,-!#$&/0819”:;Z*B=?0aN86+tws_B6778
24、awX3IOP1Q R)*S RCTUJOP1Q R$VWXYZstou vwstou vwxyz|23456789:;23456789:;?2323A4567BCDA4567BCDUUEEAFGAFGHI456789JEHI456789JE/0/0KLMNKLMNOO.hhPHIPHIRXYZX XX _abdc def RLV!yz%V_abc稀缺资料共享TGdata_share2021!#$%&()*+,-ABCgh9ij_bcF9kJlmnopP+q9rsJqytuvwcFxyz_c|!#$&/0?qr=ivw|bdBcd=e?A7BNe780wefgIp_hij67ebkw03I=?
25、OebdwB78vcmnopF78Q;vqrIABAChC9QjbcF9?t?O_c稀缺资料共享TGdata_share2021!#$%&()*+,-? ID ? rId2 ?!#$!#$%&()-./01 234567689:-.234567689:-.;?89:-.AB-.CDEF89-.GHIJ+,89KLMNOPQGRSTOUVWXYZ1-._abcdefg1defhigjkdefgihjabcdede1defgigjkdedeihjabcdedf1dedeigjkdedfihj%&l1mn89opqrsti89Nuvwxuyz89o|MTG-.W稀缺资料共享TGdata_share2
26、021!#$%&()*+,-? ID ? rId2 ?%&$%*+(,)-#!$.(#,%/-.“”n TTst-.”A-”W-GJ%I-.“H“WJ%w“Gn-“NuG-(G.(oW稀缺资料共享TGdata_share2021!#$%&()*+,-? ID ? rId2 ?!#$%&()*+,-!#$%&()*+,-tTO-.tTO-.23456762345676 QRSTUBVGWkXYZr_n)a6b)cdke9frgHhi*+jklmBn6Ceopqunrs*+EUtu7vwxUZ=yz| XYZhBVW;Q:HIvZxUvFBV=y“”yIIJ6Bn6CeopUpHIJ*:5*+ Sho1 115676676T!135676#1$%3676()*+./01213第一财经商业数据中心（CBNData）隶属于上海文化广播影视集团（SMG），是国内领先的消费研究机构及数字化增长服务商，致力于洞察消费行业前沿动态，提升企业品牌的运营及决策效率。已读已读稀缺资料共享TGdata_share2021!#$%&()*+,-? ID ? rId2 ?!#$%&%(!#$%&%)*+,!#$ %&(,*+40550613稀缺资料共享TGdata_share2021!#$%&()*+,-? ID ? rId2 ?!# $%&稀缺资料共享TGdata_share2021
