东南亚新兴市场—中国美妆的出海机会

东南亚新兴市场-中国美妆的出海机会 C-Beauty Opportunityinto Emerging SEAMarket Aug 18, 2024 东南亚市场是潜在的巨大增长机会 Southeast Asia offers much opportunity for growth for different manufacturers. 6亿人口600 Million+ in Population ➢印尼Indonesia: 274 Million➢菲律宾Philippines: 116 Million➢越南Vietnam: 98 Million 52%的城镇化率 52% Urbanizationwith Much Headroom (70Million More People to be Urbanized by 2025) 经济和购买力成长中 EconomicGrowth& Spending CapabilityExpansionIndonesia’s GDP expected to grow from 1.3 TrillionUSD in 2022 to 4.1 Trillion USD by 2025 东北亚市场在美妆市场的发展处于领先地位，而许多东南亚市场的需求在觉醒中 Northeast Asian countries are at the apex of cosmetics market development while many Southeast Asian countries are enjoyingawakening demand. 产品与目标受众的策略需要根据不同市场的阶段进行调整；东南亚市场的扩张应着重于在新兴细分市场中获得年轻消费者的口碑 Product & TA prioritization strategy needs to differ depending on the market development stage; SEA expansion to focus on gainingreputation with the young in emerging segments. 东南亚美妆消费者对品牌的期望是帮助他们打造一个年轻、充满活力的形象 SEA beauty consumers’ expectation of brands is to help create an image they want to project to the world as a young and vibrantperson. “你希望你的品牌是什么？”“你希望品牌为你做什么？”“What do you want your brands to be?”“What do you want the brands to do for you?” 东南亚美妆市场的5大机会点 5 Things to Remember about Southeast Asia Beauty 皮肤学级护肤Derma Skincare Strength 气候影响下的需求Climate-driven ConsumerNeeds Sophistication 彩妆蓝海Makeup as Blue Ocean 全渠道Omni-Channel Drive 合理的花费Sensible Splurge 专业知识背书至关重要：皮肤学级护肤凭借在核心护理方面的专业口碑，吸引了更多美妆市场的消费者 Expertise Matters: Derma brands have attractedmoremarket buyers on the back of their reputation as experts in core regimens. 东南亚地区的热带气候让当地消费者面临着相似的美妆方面的诉求 Tropical climate in SEA countries leaves consumers facing similar concerns in beauty. 全年平均温度Avg. Temperature: 25 ~ 35°C 全年潮湿度Avg. Humidity: 70 ~ 90% 皮肤暗沉/色素沉着Skin Darkening/Discoloration 粉刺/黑头Acne/Blackhead 脱发Hair Loss 毛躁（难以打理的）头发Frizzy (Difficult toManage) Hair UV防晒霜是是所有国家新兴的细分市场之一：这一发展趋势在印度尼西亚和越南的年轻人中尤为明显 UV Sunscreen is among the top emerging segments across all countries, and this development is particularly strongly driven bytheyoung in Indonesia and Vietnam. 除了需要抵御热带阳光，消费者在选择UV防晒霜时也在寻求不同的功效 Along with the need for protection from tropical sun, consumers are in the lookout for different benefits in their UV Sunscreenchoices. 越南 ✓不粘腻/控油Non-sticky/ Oil Control✓轻盈质地，适合全天使用Light/ MatteTexture for All Day Use✓温和（适合孕妇使用)Gentle(enough forpregnant women) ✓调和和提亮肤色Pre-makeup Tone-upEffect ✓质地轻盈透气Light & Breathable Texturefor Layering 彩妆市场提供了大量的增长机会，特别在吸引年轻消费者方面。不同的市场需要遵循不同的审美标准 Makeup market offers ample opportunity for growth, especially in engaging with young consumers, but different aesthetic codesneed to be implemented in different markets. 肤色均匀Clear & Fair Skin Tone自然眼妆Natural Looking Eyes淡腮红/唇色Light Blush/ Lip Colors 东南亚彩妆市场预测 SEA Makeup Growth Projection: +4.05%/ Year (CAGR 2024–2028) +17.2%Growth in 4 Yrs 工资结构可能会限制消费者的单次消费能力，但他们会因此转向“合理的挥霍” Wage structure in many countries might limit consumers’ per-trip spending capabilities, but they turn to “SENSIBLE SPLURGE” as aresult. 合理定价是关键，尤其是在进入印尼、越南和菲律宾市场时 Price accessibility is key, especially in tapping into Indonesia, Vietnam, and Philippines. 由于智能手机的快速普及，东南亚的消费者大量成为了概念消费者，这可以在消费者互动和购物中发挥重要作用 SEA consumers are voracious contents consumers thanks to fast-expanding Smartphone penetration, which can be leveraged inboth consumer engagement and commerce. 尽管线上渠道在东南亚的规模较小，但在东南亚的美妆购物中起着重要作用。线上购物在所有消费群体中迅速扩展 Online channel, while smaller than in Northeast Asia, plays an important role in beauty shopping in SEA with rapid shopper baseexpansion across all consumer groups. 线下渠道在教育消费者和与之互动中仍然起着重要作用 Offline continues to play an important role for both consumer education and engagement. 药妆店和个护美妆店Drugstore/ Health & Beauty Store:+2%pIncrease in Beauty Market Contribution 越南 Used bottle exchangefor SOCO points 1K+ Stores open in 2023 HasakiClinic skintreatment vouchers withpurchase at store 100 Stores open in 2023 随着消费者越来越成熟，以及相关内容和电商的发展，美妆市场的增长驱动力正在从制造商转向以消费者为中心，这为小众品牌和小型品牌的崛起铺平了道路 Growing consumer sophistication and related contents & commerce development are shifting the beauty market driver fromManufacturers to Consumers to pave the way for niche/ small brands to rise. 以制造商为中心Manufacturer-led 清真美妆市场Food for Thought: Halal Beauty 穆斯林人口庞大Muslim Population%:93.7% in Indonesia & 63.5% in Malaysia 73%穆斯林千禧一代愿意为符合民族/清真的产品支付更多 of Muslim Millennials are Willing to Pay More for Ethical/Halal Products 清真认证美妆Halal Beauty ✓优先使用天然和植物性成分Prioritization of Natural &Plant-based Ingredients✓不包含酒精或某些动物源性成分Does Not IncludeAlcohol or Certain Animal-derived Ingredients✓不包含转基因成分Does Not Include GMO Ingredients →干净美妆同样适合敏感肌肤或有过敏体质的人士 Clean Beauty also Suitable for Individuals with Sensitive Skinor Allergies 韩国美妆品牌通过核心单品和全渠道策略在东南亚取得成功。一些中国美妆品牌（特别是彩妆）借助抖音的发展也广受欢迎 K-Beauty brands have achieved success in SEA markets with targeted Hero-SKU drive and Omni-channel strategies. Some C-Beautybrands are gaining popularity on the back ofTiktok