2021丝芙兰 中国高端美妆 白皮书 Prestige Beauty 6 Key Insights 高端美妆6大洞察 Insight 2 “In China for China” is the true Chinese trend 国潮当道，只有适合国人的才是“真国潮” Insight 4 Everyone wants an “Aromatic Soul” 不管男生女生，都想要“灵魂有香气” Insight 6 Online indigenous also needs Offline “Connectivity” & “Proximity” 线上原住民也需要线下的“连接感”和“附近感” Insight 1 “Prestige Substitutes” are critical at every special moment 品牌意识强烈，重要时刻必须 “贵替”登场 Insight 3 360° real “Full Makeup” 360°护肤，真正“武装到全妆” Insight 5 Occasionally impulsive， mostly rational, Time for “Ingredient Fanatics” 偶尔冲动、时常理性，“成分党”的春天来了 1 “Prestige Substitutes” are critical at every special moment 品牌意识强烈，重要时刻必须 “贵替”登场 《第一财经》曾针对年轻消费者开展调研：明明还是个少女，怎么就用起了“贵妇级“护肤品？ 她们大部分出生于经济高速增长的时代，大学刚毕业，既是无家庭负担、 无房贷、无小孩的“三无青年”，也处于一人吃饱全家不饿的状态—— 这让她们可以毫无负担地购买自己想要的产品，不用在价签面前踌躇太 久。 “把护肤当作投资”：颜值就是财富，也是另一种资产。 “害怕过早衰老”：保养这件事，当下看不出差别，等长出皱纹就没法 补救了。 1 “Prestige Substitutes” are critical at every special moment 品牌意识强烈，重要时刻必须 “贵替”登场 排名前三位的生活态度和消费态度 加入工作是一个关键的转折点 86% 82% 81% 化妆给自己看,让自己心情更好 防初老/防脱发意识越来越早,想保留住 青春的容颜 在每一个仪式感的时刻里都想要盛妆以对 75% 83% 81% 79% 大学生 18-25岁 26-30 岁 31-40 岁 年龄分布 丝芙兰抓住了这部分高端人群 所有会员 RMB 800+ 客单价 +9% 销售额复合增长率 RMB 1680 活动期间人均消费金额 丝芙兰金卡 丝芙兰黑卡 RMB 2700+ 人均年消费金额 数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025 数据来源：丝芙兰会员交易数据，截至2021年7月25日，年复合增长率计算2017-2021年会员交易数据 2 “In China for China” is the true Chinese trend 国潮当道，只有适合国人的才是“真国潮” Brand Building 打造品牌 Premiumization 高端化 Internationalization 国际化 1.0 2.0 3.0 • 老字号回春、国货风 • 国货通过品质升级、品 • 国潮内涵再扩大，当品 “萌芽”有洞察力的 质化运营，树立高端品 牌与产品标准能与国际 品牌，开始修炼“品 牌形象，强化用户认知。 标准接轨，实物与文化 牌内功”。 • 产品满足更严苛的品质 同步输出。 • 从产品、供应链、渠 标准，讲求用户体验， • 丝芙兰全球在35个市场 道等源头打造品牌力。 打造高端化的国潮概念。 运营超过2700家门店， 可以帮助国潮品牌解决 “出海“的问题，快速 进入全球市场。 2 “In China for China” is the true Chinese trend 国潮当道，只有适合国人的才是“真国潮” Good Looking 颜值正义 Proven Effective 实证有效 Emotionally Connected 情感连接 Socially Valuable 社交货币 63% 有高颜值的产品外观 大学生 79% 深度结合中医理疗概念， 配方/技术获得专利认证 整体受访者 58% 大学生 品牌故事和名称/产品 理念含有中国文化元 素 54% 整体受访者 有品牌/产品故事， 品牌态度 42% 大学生 产品设计结合中国传 统工艺（如雕花）， 很吸引人 50% 产品适合中国人肤质 整体受访者 36% 大学生 民族自信感强，对国货 有爱国情感 30% 和中国顶尖的传统 IP结合 整体受访者 数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025 2 “In China for China” is the true Chinese trend 国潮当道，只有适合国人的才是“真国潮” 丝芙兰高端国潮品牌业绩 好评如潮 50%+ 销售额增长 30%+ 购买人数增长 18%+ 国潮产品人均 消费金额增长 RMB 990+ 国潮消费客单价 整体受访者 丝芙兰是与时俱进的品牌 丝芙兰的美妆选择更完整丰富 丝芙兰更加年轻化 数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025 数据来源：丝芙兰会员交易数据 ，截至2021年7月25日 3 360o real “Full Make Up” 360o 护肤，真正“武装到全妆” Q:请问您觉得以下哪些品类可以帮助您打造全身整体妆容？ 脸部 Decorative eyelashes 假睫毛 25% 13% 13% 181-82-255y岁.o. 262-63-300y岁.o. 313-14-400y岁.o. Cosmetic contact lenses 美瞳 27% 22% 19% 1188-2-255y岁.o. 2266-3-300y岁.o. 3311-4-400y岁.o. 数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025 脸部以外 66% 头部 免洗发产品，如免洗喷雾、蓬蓬粉 等 45% 身体 颈部护理，如颈霜/颈膜/抚纹油/精 华乳液等. 42% 手部 例如手膜，手部精油，磨砂膏等 3 360o real “Full Make Up” 360o 护肤，真正“武装到全妆” 社媒聆听声量 柔顺防毛躁 长效控油，清爽去屑 修复受损发质 可以快速帮助改发型 干发时，让头发快速清爽 生发防脱，稳固发根 头皮舒缓去痒 改善扁塌、丰盈蓬松 提升秀发亮泽 强健毛囊，改善白发问题 提升秀发强韧度，防止断发 0 5 10 15 20 25 30 35 40 45 50 需求强度 % 丝芙兰头部护理品类业绩 丝芙兰头皮护理品类业绩 65%+ 47%+ RMB 1110+ 215%+ 142%+ RMB 1260+ 销售额增长 购买人数增长 头部产品 消费人群客单价 销售额增长 购买人数增长 头皮产品 消费人群客单价 数据来源：2021年益普索社媒聆听数据 数据来源：年销售增长率基于2020-2021年丝芙兰会员交易数据，人均客单价基于2020.7.26-2021.7.25会员交易数据 4 Everyone wants an “Aromatic Soul” 不管男生女生，都想要“灵魂有香气” 整体受访者 哪些因素影响消费者购买香水/香氛的决策 0% 10% 20% 30% 40% 50% 60% 70% 自己喜欢的香调/香水味道 64% 有专业的试香场景 52% 丝芙兰金卡 小众香型，不会和其他人撞香 包装精美，适合送礼 男性用户 包装大小/规格，适用于不同场合 包装独特，值得收藏 61% 61% 59% 59% 丝享卡 数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025 4 Everyone wants an “Aromatic Soul” 不管男生女生，都想要“灵魂有香气” 丝芙兰香水品类业绩 2021 26%+ 31%+ RMB 1110+ 2020 购买人数增长 销售额增长 香水消费 人群客单 丝芙兰独家香水品类业绩 2019 37%+ 购买人数增长 44%+ 销售额增长 RMB 1150+ 独家香水消费 人群客单 数据来源：年销售增长率基于2020-2021年丝芙兰会员交易数据，人均客单价基于2020.7.26-2021.7.25会员交易数据 5 Occasionally impulsive, mostly rational, time for “Ingredient Fanatics” 偶尔冲动，时常理性，“成分党”的春天来了 +128% 34% 抗老抗氧 化学成份 +65% 视黄醇 二裂酵母 +158% 玻色因 胜肽 天然成份 +6% 人参 鱼子 灵芝 红石榴 30% 补水保湿 玻尿酸 神经酰胺 角鲨烷 维生素B5+4% +25% 24% 美白祛斑 烟酰胺 +18% 熊果苷 维C 传明酸 12% 祛痘消炎 水杨酸 +24% 果酸 壬二酸 寡肽 牛油果 海藻 积雪草 +32% 洋甘菊 玫瑰 龙胆根 橙花 白芍 +14% 马齿笕 +17% 丹参根 金缕梅 芦荟 数据来源：百度观星盘 5 Occasionally impulsive, mostly rational, time for “Ingredient Fanatics” 偶尔冲动，时常理性，“成分党”的春天来了 对有效成分 SAY YES！ 1562M+ 全网曝光 802K+ 互动次数 数据来源：2021年丝芙兰Yes List活动数据 6 Online indigenous also needs Offline “Connectivity” & “Proximity” 线上原住民也需要线下的“连接感”和“附近感” 丝芙兰App 休闲时会闲逛，被种草 46 有具体购买需求 有目的性地收集信息 了解产品价格/促销活动 了解产品信息用于研究对比 45 22 25 丝芙兰线下门店 59 50 20 29 数据来源：丝芙兰会员需求调研（2021年7月），样本量1500；易班大学生需求调研，样本量1025 6 Online indigenous also needs Offline “Connectivity” & “Proximity” 线上原住民也需要线下的“连接感”和“附近感” • #美力天天见抖音迷你彩妆秀, 每年2万多场 • 4000万App和小程序用户 • 美团闪送覆盖308 家门店， 86个城市, 半小时内送达 • 2100万会员 • 2300万全网社交平台粉丝 • 店内美妆体验: 15分钟美妆定制, 全妆美力定制, 蜜蜡服务&型眉定制, 美妆课, 茶灵按摩护理服务 • 店内美妆数字化技术: 虚拟试装, 香氛测试,头皮测试 数据来源：丝芙兰 Prestige Beauty 6 Key Insights 高端美妆6大洞察 Insight 2 “In China for China” is the true Chinese trend 国潮当道，只有适合国人的才是“真国潮” Insight 4 Everyone wants an “Aromatic Soul” 不管男生女生，都想要“灵魂有香气” Insight 6 Online indigenous also needs Offline “Connectivity” & “Proximity” 线上原住民也需要线下的“连接感”和“附近感” Insight 1 “Prestige Substitutes” are critical at every special moment 品牌意识强烈，重要时刻必须 “贵替”登场 Insight 3 360° real “Full Makeup” 360°护肤，真正“武装到全妆” Insight 5 Occasionally impulsive， mostly rational, Time for “Ingredient Fanatics” 偶尔冲动、时常理性，“成分党”的春天来了 1 “Prestige Substitutes” are critical at every special moment 品牌意识强烈，重要时刻必须 “贵替”登场 Why young girls below 25 nowadays start using prestige anti-aging products? They were born in the years with rapid economic growth and just graduate from university. They are “三无青年 youngsters with 3 NOs”, NO family burden, NO loans, and NO kids. They are single and just need to afford their own expenses, which allows them to buy the products they want without major pressure. They don’t need to hesitate a lot in front of price tags. “Skincare is a self-investment”: Appearance is a fortune, which is another kind of important asset. “Afraid of getting old earlier than peers”: there’s no visible difference at this moment for skincare efforts, but it will be too late when you already have wrinkles. 1 “Prestige Substitutes” are critical at every special moment 品牌意识强烈，重要时刻必须 “贵替”登场 Top 3 lifestyle and spending attitude: joining the workforce is the critical changing point 86% 82% 81% Wear makeup to pleasure myself Anti-aging / anti-hair loss becomes earlier, want to keep the youth look Wear sophisticated makeup for every moments 75% 83% 81% 79% College Students 18-25 y.o. 26-30 y.o. Age Segment 31-40 y.o. SEPHORA well-captured these high spending group RMB 800+ ALL Avg Spending/ Transaction +9% YoY CAGR% RMB 1680 Avg Spending during campaigns RMB 2700+ Avg Annual Spending Data Source: Member Survey, conducted in July 2021, N=1500, College students survey, conducted in 2021, N=1025 Data Source: YoY CAGR was calculated based on 2017- 2021 Sephora member transaction data. Data Source: Avg Annual Spending was calculated based on 2020.7.26 - 2021.7.25 Sephora member transaction data. 2 “In China for China” is the true Chinese trend 国潮当道，只有适合国人的才是“真国潮” Brand Building 打造品牌 Premiumization 高端化 Internationalization 国际化 1.0 2.0 3.0 • Localized product • Upgrade to higher- • Sephora operates development： end brand image approximately 2700 qualified R&D, supply and standards stores in 35 markets chains and • Fulfilling of more worldwide distribution channels demanding product • Tackle Chinese • Start to build quality standards， brands’ pain points “Branding“ , with consumer needs on and help rapidly proven concepts and packaging, services expand to global stories and brand stories markets 2 “In China for China” is the true Chinese trend 国潮当道，只有适合国人的才是“真国潮” Good Looking 颜值正义 Proven Effective 实证有效 Emotionally Connected 情感连接 Socially Valuable 社交货币 63% College Students Has delicate, goodlooking product appearance， combined with Chinese top IPs 79% All response Bonded with concepts of Chinese medicines and therapy, improve the high-end image of cosmetic brand of Chinese style 58% College Students Brand name and story contains elements abstracted from Chinese culture 42% College Students Product design associated with traditional Chinese handcraft (such as craving) is attractive 50% All response Suitable for skin textures of Chinese people 36% Strong confidence for own nation, love and passion for College Students domestic products 54% All response Products with brand story and attitude 30% Cooperate with Chinese top IPs All response Data Source: Member Survey, conducted in July 2021, N=1500; College students survey, conducted in 2021, N=1025 2 “In China for China” is the true Chinese trend 国潮当道，只有适合国人的才是“真国潮” Premium Chinese Brands Incubation at SEPHORA 50%+ 30%+ 18%+ RMB 990+ YoY Sales GR% YoY Member GR% YoY Avg Spending GR% Avg Spending/ Transaction Positive Image Enhancement All response It makes me feel Sephora is a brand that advanced with times It makes me feel Sephora offers full-range choices on cosmetic It makes me feel Sephora is more suitable for the youth Data Source: Member Survey, conducted in July 2021, N=1500; College students survey, conducted in 2021, N=1025 Data Source: YoY GR was calculated based on 2019.7.26 - 2021.7.25 Sephora Member Transaction Data Data Source: Avg Transaction Spending was calculated based on 2020.7.26- 2021.7.25 Sephora Member Transaction Data 3 360o real “Full Make Up” 360o 护肤，真正“武装到全妆” Q: which item will be helpful to build holistic grooming? Within the Face Decorative eyelashes 假睫毛 25% 13% 13% 18-25 y.o. 26-30 y.o. 31-40 y.o. Cosmetic contact lenses 美瞳 27% 22% 19% 18-25 y.o. 26-30 y.o. 31-40 y.o. Data Source: Member Survey, conducted in July 2021, N=1500; College students survey, conducted in 2021, N=1025 Out of the Face 66% Hair & Scalp Care Scalp care, Rinse-free products, e.g., rinse-free shampoo spray, volumizing powder etc. 45% Body Care Neck treatment, e.g., neck cream / mask / oil / essence lotion etc. 42% Hand Care Hand care, e.g., hand mask / oil / scrub 3 360o real “Full Make Up” 360o 护肤，真正“武装到全妆” Social Listening Volume Demands for hair & scalp care products Repair damaged hair Smooth, anti-coarse Long lasting anti-oil, refreshing sculp, anti-dandruff Helps changing hair style quickly Soothing and anti-itchy for sculp Anti-loss, stabilize hair roots Improves hair luster Improve flat hair, looks puffy and high volume Improves hair toughness, prevents broken hairs Makes hair feel refreshing immediately when drying Strengthens hair follicles, improves grey hairs Demands(%) 0 5 10 15 20 25 30 35 40 45 50 SEPHORA Hair Care Business Growth SEPHORA Scalp Care Business Growth 65%+ 47%+ RMB 1110+ 215%+ 142%+ RMB 1260+ YoY Sales GR% YoY Member GR% Avg Spending/ Transaction YoY Sales GR% YoY Member GR% Avg Spending/ Transaction Data Source: IPSOS Social Listing Data, conducted in 2021 Data Source: YoY GR was calculated based on 2019.7.26 - 2021.7.25 Sephora Member Transaction Data Data Source: Avg Transaction Spending was calculated based on 2020.7.26 to 2021.7.25 Sephora Member Transaction Data 4 Everyone wants an “Aromatic Soul” 不管男生女生，都想要“灵魂有香气” All respondents Decision Criteria for Fragrance 0% 10% 20% 30% 40% 50% 60% 70% The tone / fragrance I like 64% Professional trial conditions 52% Niche fragrance, different from others Sephora Gold Delicate packaging, suitable as a gift Male users Packaging size, suitable for different occasions Unique packaging, worth to be collected Sephora Gifting Card 61% 61% 59% 59% Data Source: Member Survey, conducted in July 2021, N=1500; College students survey, conducted in 2021, N=1025 4 Everyone wants an “Aromatic Soul” 不管男生女生，都想要“灵魂有香气” SEPHORA Fragrance Business Overview 2021 26%+ 31%+ RMB 1110+ 2020 YoY Member GR% YoY Sales GR% Avg Spending/ Transaction Exclusive Fragrance Business Overview 2019 37%+ YoY Member GR% 44%+ YoY Sales GR% RMB 1150+ Avg Spending/ Transaction Data Source: YoY GR was calculated based on 2019.7.26-2021.7.25 Sephora Member Transaction Data Data Source: Avg Transaction Spending was calculated based on 2020.7.26- 2021.7.25 Sephora Member Transaction Data 5 Occasionally impulsive, mostly rational, time for “Ingredient Fanatics” 偶尔冲动，时常理性，“成分党”的春天来了 Scientific Proven Ingredients +128% 34% Anti-aging Retinol +65% Bifidus Yeast +158% C-Xyloside Peptide Natural Ingredients +6% Ginseng Lingzhi Caviar Pomegranate 30% Hydration Hyaluronic Acid Ceramide +4% Squalane Vitamin-B5 +25% 24% Whitening Nicotinamide Vitamin-C +18% Arbutin Tranexamic Acid +32% Avocado Centella Sea Grass Chamomile Rose Neroli Gentian Root Radices +14% Paeoniae Alba 12% Anti-blemish ASA+24% Azelaic Acid AHA Oligopeptides Pursl+a1n7e%Salvia Miltiorrhiza Bunge Root Witch Hazel Aloe Data Source: Baidu 观星盘 5 Occasionally impulsive, mostly rational, time for “Ingredient Fanatics” 偶尔冲动，时常理性，“成分党”的春天来了 Say YES for INGREDIENT 1562M+ Social Impression 802K+ Engagement Data Source: 2021 Sephora Yes List Data 6 Online indigenous also needs Offline “Connectivity” & “Proximity” 线上原住民也需要线下的“连接感”和“附近感” Sephora App Shopping around during leisure time and find something they will be interested in Has specific need and collect information accordingly Know about product price / promotion Explore and compare different products 46 45 22 25 Sephora B&M Stores 59 50 20 29 Data Source: Member Survey, conducted in July 2021, N=1500; College students survey, conducted in 2021, N=1025 6 Online indigenous also needs Offline “Connectivity” & “Proximity” 线上原住民也需要线下的“连接感”和“附近感” • Live-steaming: over 20K/year Mini Make up shows • App, Mini Program 40M+ users • Meituan Flash Delivery: 308 stores， 86 cities, within 30 minutes • In-store Beauty services: 15 min Beauty Play, Full Make up services, Brow Bar, Beauty Classes, Chaling SPA • Members Base: 21M+ • Social Platforms 23M+ Fans • In-store Beauty Digital: AR Virtual Artist, Fragrance IQ, Scalp analytics Data Source: Sephora 谢谢
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