消费者指数在国潮进化的路上成为重塑美妆的造风者

高宇梁Raffael Gao2023 09 19 本土品牌21年崛起，干扰了美妆高端化的趋势，国际厂牌的深度促销未能挽回增长 MNC brands was premiumizing but local brandsrisenin 2021, though reacted with promotions, it was not stimulating growth. 年轻消费者更愿意尝鲜,新奇且多元化的本土品牌正成为低成本试错的首选 Younger female are explorative high-spenders, local brands are more important to them to try out with less entry barriers. 机遇与挑战并存，真正的竞争在于抢夺复合型买者，他们留给国际厂牌的预算在缩减 Threat & opportunities lies together.True competition lies in the MIX buyers, their budget for MNC brands is shrinking faster. 女性，美妆市场，过去两年(MAT22Q2-MAT23Q2) 国潮的本质是符号主义，符号所代表的｢自信力｣也将随着时代发展也将不断升级 GUO-CHAO in its essence is symbolism. Representationswill shift from national identity towards depth & technology. 如今 3年前 IP everywhere, In Need of Real Tech Progress Brand Identity, Innovated or Revamped Being Known, Being Recognized 更多本土品牌争锋美妆市场，更新迭代的速度也越来越快，不进则退 More local brands now enjoyed much faster growth, though some brands has diminished in the past 2 years. 新小本土品牌借力线上快速增长，但全渠道布局才是品牌成长关键 Small local brands leans on online, and have better chance of success, but omni-channel is crucial for sustainable expansion. 造风的前提在于消费者对潮流的需求，线下触达与体验感是品牌持续造风的必要条件 Fashion is the premise for trend creation, offline accessibilityand experience are essential for sustained trend creation. 年轻人消费观从降级到”转向”，新鲜感与个性化等情绪价值仍然是他们的进阶需求 Consumption downgrading is shifting to rationalizing.Personalized &Trendystill makes the difference asemotionalneeds. 个人态度调查，个护使用样组问卷对比30-55年龄段，MAT23Q1 人类的正向情感都可由5感来触发，但有些情感更复杂，深度与影响力也更持久 Positivehuman emotions can be triggered by the basic 5 senses, but some emotions are more intense, and lingers longer. Good companies will meet needs;Great companies will create market. 品牌的造风启示 Philip Kotler IMPLICATIONS FOR TREND CREATION 04 03 05 02 01 适当回归产品的品质打造，明确产品优势向消费者进行有效沟通 深度了解追风人个性与情感需求，深化明星产品的直观印象 完善全渠道建设，侧重线下体验，建立联动的全域营销策略 明确价值主张与任务宣言，建立不可复制的品牌形象壁垒 注重可持续的情感价值的提供，才能逐步且长期建立信任关系 Re-focus on the qualityof the products, thencommunicate the keyselling points effectively. Complete the omni-channelaccessibility, and do notneglect the offlineexperiences. Have clear value propositionand manifestoes, buildingirreplicable brand images. Provide lasting emotionalvalues, so that consumerscan build meaningfulrapport with the brands. Thoroughly understand thepersonalized and emotionaldemands, deepen the starproducts impressions.