2023年美妆护肤行业出海白皮书.pdf

2023?2023.02INDEX?01?美妆企业出海优势美妆企业出海现状02?美国东南亚日韩拉美03?全球头部DTC品牌出海头部美妆品牌04?对?千?2020?莲?8.4%?2022?莲?3?2020?务?5400?务?务?千?务?DTC?务?/?KOL?3?对?务?爽?务?401?5?-?告?6Source:Euromonitor,Meet Intelligence?2022?8%?莲?莲?3,080?2022?10%?2026?莲?莲?4,000?$1,206$1,404$1,550$1,653$1,776$2,161$646$597$653$711$773$933$483$453$535$578$627$770$108.9$108.0$124.5$137.5$150.1$183.420162020202120222023E2026E?16-22CAGR22-26CAGR+4.0%+7.5%+3.0%+7.4%+1.6%+7.0%+5.4%+6.9%$2,562$2,862$3,080$3,326$2,444$4,047+7.6%+8.0%(53.7%)(23.1%)(18.8%)?Source:Euromonitor,Meet Intelligence7?锐?研?莲?78%?/?5?5%?锐?1/8?让?锐?锐?US$7.1?锐?锐?2021?(21-26 CAGR)?/?(?)$778.3(+8.2%)?$193.5(+5.9%)?$89.6(+4.3%)?$86.5(+5.5%)?锐$168.7(+6.1%)?$40.4(+5.2%)?$27.1(+4.8%)?/?$23.1(+4.6%)?$57.5(+6.0%)?$48.7(+2.9%)?$29.2(+4.2%)?Source:Euromonitor,Meet Intelligence8?莲?38%?5?莲?莲?告?2021?(21-26 CAGR)?$250.3(+8.0%)?$174.6(+6.3%)?$146.5(+8.4%)?$55.4(+5.5%)?$26.1(+6.5%)02?9?务?Source:Meet Intelligence10?20?告?告?研?(1978)?(1979-2005)?(2006-2016)?野?(2016-?)?模?务?Source:?,Meet Intelligence11?务?20?10?务?务?5?务?1-2?etc?/?21?粉?OEM/ODM?粉?2020?5000?5?2021?务?Source:?,Meet Intelligence12?模?模?6-10?模?模?莲?模?50%?的?3-6?12-18?100-150?OEM生产成本OEM利润OEM拿货价物流成本营销成本促销成本零售价20%?A?Etc?Source:Meet Intelligence13?DTC?/?5400?+2021?160?务?务?Source:Meet Intelligence14?模?/Perfect Diary?2020?/CHIOTURE?2020?/JudyJoll?2019?Hedone?2020?/Colorkey?2020?/?/HoldLive?2020?/Spenny?2020?VNK?2020?/Focallure?2016?/Susisu?/?/Florasis?2019?让?/ZEESEA?2019?/Flowerknows?2019?Yes?IC?2018?Venus MARBLE?2019?/GoGoTales?/?/MEI KING?2019?/FLAMINGO?2019?Girlcult?2020务?/MSRIE DAIGAR?2017?/CATKIN?2019?/MAOGEPING?2020?/Carslan?2019?2017?2019?2019?2021?和?2008?2018资?2013?2019?2019?2019?务?2022?Source:Meet Intelligence15?2022?KOL?*2022?Dec-21Jan-22Feb-22Mar-22Apr-22May-22Jun-22Jul-22Aug-22Sep-22Oct-22Nov-22Dec-22?(?)?(?)24%4%51%21%?3%3%11%10%73%?/?/?/?*?3?Facebook,Google?TikTok?研?Source:Meet Intelligence16Top 15?*0%5%10%15%20%25%30%35%40%?资?2020Q42022Q4粉?锐?17?务?务?姿?务?/?务?模?姿?姿?模?姿?姿?睫?姿?姿?姿?务?！?太?03?18?务?Source:Euromonitor,Meet Intelligence19?US$663US$594US$535US$303US$251US$154US$119US$242?务?*?务?千6?2026e2021?21-26 CAGR9.0%5.6%5.6%5.5%8.1%8.9%10.1%7.5%2020?务?2021?莲?600?千?莲?5?*?务?务?20?21?2022586.4?2026717.8?+5.2%CAGR2022?42.8%31.6%20.5%5.1%?22-26CAGR+5.8%+4.3%+5.3%+5.2%?/?21-26CAGR?Source:Euromonitor,Meet Intelligence2021?CR5=57.2%(-290bps vs 2019)CR5=38.7%(+300bps vs 2019)4.7%3.8%?3.2%?7.5%5.8%4.8%?Source:Meet Intelligence22?2020?2020?8.4%?2021?导?导?18.3%?莲?500?告?告?(43.7%vs 54.2%)?锐?31.3%?2021?莲?告?锐?莲?/?+?锐?研?13.3%?DTC?Glossier?2017?CeraVe?2021?260bps?DTC?Source:Meet Intelligence23?务?/?Huda Beauty?GloWish?23%?41%?2022?34%?Huda Beauty?GloWish?模?姿?DTC?Kosas?Revealer?模?务?粉?Source:International journal of Dermatology,Global cosmetics industry,Meet Intelligence2469%?49%?45%?85%84%82%82%79%74%68%65%61%60%50%48%45%44%39%37%37%31%28%?锐?The Ordinary?2021?Maskne(?Mask Acne)?去?去?撑?(?)?(?)?25?1?+?2GenZ?3DTC?4?Source:Euromonitor,Power Review,Meet Intelligence26?Top3?23.8%38.2%21.0%16.0%17.2%14.8%20182021?Top3?24.5%29.9%23.6%23.9%16.3%15.2%20182021?2022?21%6%4%4%3%4%SEPHORABirchboxBluemercuryBuymebeautyCosme-deDermstore?务?务?2021?38.2%?30%?副模?副?Amazon?确?副?去?副?副?49%?50?务?41%?+?Source:Power Review,Meet Intelligence27?副?羟?副?羟?去?去?Z?去?去?愿?愿?+?送?3?尼?74%47%45%40%37%?对?副?/?/?Source:Scrumball,Meet Intelligence28?YOUTUBE?25.4%9.7%10.9%54.0%0-17?18-24?25-34?35-54?务?YOUTUBE?YOUTUBE?副?睫?副?睫?研?匹?匹?1.8%?匹?2.3%?YOUTUBE?KOL?副?TA?3%?beauty?尼50+?7.33%?youtube?63.6%24.6%6.5%5.3%?务?KOC 务?太?1/10?务?务?务?Gen?Z?Source:Pew Research Center,Meet Intelligence29GenZ?匹?去?GenZ?去?去?GenZ?GenZ?40%?70%?GenZ?送?送?33%?Z?去?睫?务?睫?19%?GenZ?88%?Z?去?务?岁?52%?Z?去?Z?去?去?赠?28%?Source:Statista,Student Bean,Meet Intelligence30?GenZ?25?告?送?送?粉?GenZ?送?GenZ?16%15%13%11%10%10%8%7%6%4%?69%Z?Z?去?撑?锐爽?告?75%Z?50?GenZ?副?务?锐爽?DTC?DTC?Source:Brands websites,Meet Intelligence31?DTC?DTC?务DTC?2010?滋?导?DTC?3C?DTC?Z?DTC?2021?DTC?务?45%?2010?30?25?DTC?DTC?锐爽?锐爽?Source:Brands websites,Meet Intelligence32?锐?锐?导?导?莲?GenZ?DTC?粉?锐爽?锐爽?DTC?Glossier?Junoco?TikTok副?KOL/KOC?模?模?DTC?Glossier?务?务?Junoco?#To Be Human?务?300?锐爽?DTC?锐爽?锐爽?Clinique?告?Fresh?务?模?务?Source:Brands websites,Meet Intelligence33?副?去?13%?4?副?去?GenZ?Z?去?50%?(?)?DTC?Glossier?Colourpop?Fenty Beauty?副?莲?副?尼?DTC?Huda Beauty?务?Lunar Beauty?务?Source:Brands websites,Meet Intelligence34?DTC?DTC?名?纸?纸?名?名?DTC?No.B.S.?DTC?Augustinus Bader?35?6?36Source:Euromonitor,Meet Intelligence?2022133?2026192.1?+9.6%CAGR2022?69.2%18.3%10.6%1.9%?22-26CAGR+9.6%+10.6%+8.7%+7.5%?/?/?21-26CAGR?2021?MNC?MNC?*?*?*?*?*?Source:Meet Intelligence37?2020?千?2021?千?千?撑?撑?撑?撑?的?千?务?模?千?千?莲?5?撑?10.1%?7%?2021?7?锐爽?千?纸?千?纸?5?千?副?(41%vs 38%)?千?千?千?千?千?锐爽?锐?(20.3%vs12.5%)?千?千?千?千?爽?千?Mistine?务?务?务?千?务?千?务?千?务?务?务?副?务?研?Wardah?研?研?Source:Statista,Euromonitor,Meet Intelligence38?29%?34%?尼?尼?副?千?赠?千?千?莲?告?千?5?莲?莲?莲?莲?39?KOL?1234?Source:Shopee,Meet Intelligence40$0$2$4$6$8$10$12?$0$2$4$6$8$10$12?$0$5$10$15$20$25$30?$2,213$2,638$2,642$3,798$6,541$35,990?千?2022?6?2022?千?告?副?去?千?油?去?千?油?爽?千?告?千?告?告?务?Source:Meet Intelligence41?腐?腐?腐?腐?副?ABC?ABC?告?腐?TikTok#BowkylionTikTok#jharnabhagwaniTikTok#Anna JoblingTikTok#ROCE ORDOEZTikTok#Naomi NeoTikTok#Linh TruongSource:Meet Intelligence42?+?锐爽?锐爽?锐爽?锐爽?2019?千?务?C?C?锐?远?锐?Source:Euromonitor,Shopee,Meet Intelligence43?副?千?5?千?千?副?副?副?2016?1.3%?2021?20.9%?副?3?Shopee?Lazada?千?副?6?1.3%6.3%0.6%2.0%0.4%8.0%20.9%15.9%15.0%13.4%10.5%9.9%?7.5%6.8%0.4%4.7%0.8%3.0%33.0%22.1%10.2%19.5%19.2%5.7%?Source:TikTok,LOreal,Lazada,Meet Intelligence44?千?粉?TikTok?Nagita Slavina?TikTok?务?2.5?千?千?尼?千?千?AR?纸?副?AR?2019?Lazada?千?千?副?千?Lazada?AR?副?副?AR?KOL?Source:We Are Social,Meet Intelligence45?千?千?务?4?千?3?千?千?千?KOL/KOC?2H27M2H31M3H02M2H59M2H28M3H17M4H06M?千?千?(?SMS?)89%72%64%48%36%19%F a c e b o o kI n s t a g r a mT i k T o kT wi t t e rP i n t e r e s tS n a p c h a tSource:Scrumball,Meet Intelligence?46Nano?(1-20K)48%务?(20-60K)15%?(100K-1M)17%?(1M+)20%?6?TikTok?千?太?务?太?千?务?千?太?kaykai_ntch?760?Cardncyn?370?ueay_r?130?Unaa?1600?Lucintaluna?500?Adhityappeo?420?Niana Guerrero?3310?Dhar Mann?1400?yskaela?1030?ustazebitlew?400?sofyank96?260?khairulaming?200?nasdaily?440?amberromeike?290?naimineo?160?linhbarbie?1450?zaheun?750?tai2701?740?Nano?vlog?告?1w?务?对?popular girl,?羟?对?务?研?尼?副?尼?Source:Scrumball,Meet Intelligence?470%10%20%30%?/?模?千?TikTok?粉?90%?模?vlog?#gayadirumah36?#makeuptutorial4?#?21?#goclamdep26?锐?Source:Ever Bilena,Oriental Princess,Meet Intelligence48?千?千?锐爽?导?千?Ever Bilena?1983?(6.8%)?锐爽?锐爽?2019?Ever Bilena?Jodi Sta Maria?去?务?去?去?务Jodi?去?赠?去?Ever Bilena?睫?尽?务?Oriental Princess?1990?2021?(5.5%)?锐爽?锐爽?2019?Oriental Princess?Varithorn Kanpaibool?Varithorn Kanpaibool?粉?务?Oriental Princess?匹?副?务?49?50Source:Euromonitor,Meet Intelligence?2022335?2026394.6?+4.2%CAGR2022?71.5%20.5%4.1%3.9%?22-26CAGR+3.2%+6.8%+6.1%+5.7%?/?/?21-26CAGR?2021?4.4%3.5%3.0%4.6%4.4%4.3%4.0%4.0%3.4%17.7%9.0%3.0%?Source:Meet Intelligence51?2020?17.4%?2016?务?莲?30%?务?务?(72.4%vs54.2%)?锐爽?锐?莲?莲?1.7?(124?vs 70?)?纸?务?纸?务?导?21-26?撑?8.4%?模?副?副?确?太?太?DIY?务?务?莲?莲?告?副?牌?/?副?锐?锐?锐?务?务?太?务?太?务?Fancl?Orbis?务?务?Amore?LG?研?4?告?副?锐爽副?Source:Vogue,Meet Intelligence521?(Retinol)?ISNTREE?71%?2?SK-II?Pitera?务?告?爽?Herbloom?(Kombucha)?3?Fancl?d Program?Fancl?4?5?6?尽?告?睫?粉?Innisfree?睫?re-fill?矿?Tirtir?2021?够?Saborino?3?1?Ma:nyo ZadamAcorn?72?Benton?Source:Euromonitor,Statista,Meet Intelligence5310.8%15.1%22.2%24.4%17.8%17.9%15.6%11.6%2018202114.2%17.5%30.3%32.9%13.0%11.2%11.5%7.6%20182021?27.4%37.3%13.0%13.2%21.5%16.0%13.3%12.1%20182021?33.9%46.9%13.0%10.2%15.0%8.3%9.3%7.7%20182021?务?务?务?副?赠?告?务?太?2021?4?副?务?副?务?Coupang?副?Olive Young?副?InstagramSource:We are social,Meet Intelligence54?Cosmo?/?2022?*58%48%31%16%9%TwitterInstagram FacebookTikTokPinterest63%53%31%28%20%Instagram Facebook KakaostoryTwitterTikTok*?=?/16-64?太?Instagram/Youtube副?Cosmo?务?,?去?去?粉?Pony?太?粉?去?55?56Source:Euromonitor,Meet Intelligence?2022273?2026372?+7.5%CAGR33.8%19.5%41.8%4.9%?21-26CAGR+6.6%+8.5%+7.6%+8.4%2021?/?21-26CAGR?2021?CR5=45.1%(-210bps vs 2019)CR5=47.5%(+160bps vs 2019)12.2%8.2%?5.7%?9.5%8.1%6.5%?Source:Meet Intelligence57?2020?莲?20%?28%?25%?撑?模?告?副?撑?务?务?2022?撑?22-26?5?撑?7.5%?告导?告?(18%vs 8%)?DTC?去?撑?去?务?撑?锐?锐?让?挑?务?2021?Top10?45.1%?Top10?务60%?务?务?莲?务?务?务?5?研?务?务?Source:Meet Intelligence58?DTC?副?副?撑?撑?务?撑?务?C?DTC?Elaluz?100%?Avon?DTC?务?赠?务?赠?Natura?DTC?DEZI?锐?Source:Meet Intelligence59?锐?锐?锐?务?锐?锐?锐?锐?锐?锐?务?50%?锐?80%?锐?NativaSpa?Source:Meet Intelligence60?DTC?副?Mary Kay?Tresluce?副?DTC?副?Yanbal?DTC?Rare Beauty?ins?KOL?Source:Statista,HypeAuditor,Meet Intelligence6141%35%31%29%20%18%14%13%12%8%4%?务?千?2021?Top?marimaria?2020?francinyehlke?1550?bianca?1810?amadorat?830?soydanielaalfaro?800?dhasiawezka?500?luisafernandaw?1770?GEMELAS ORTEGA?278.7?Mariam Obregn?258.5?副?副?KOL?务?41%?29%?20%?千?愿?副?04?6263?01COLOURPOP?02GLOSSIER?03FOCALLURE/?04ZEESEA/?64?/?尼?/?研?65COLOURPOPGLOSSIERFOCALLURE/?ZEESEA/?副?KOL?UGC?告?+?锐爽?副?睫?副?千?KOL?副?IP?IP?副?Source:Public resources,Meet Intelligence66?ColourPop?2014?ColourPop?Seed Beauty?ColourPop?2015?WWD?ColourPop?务?名?名?ULTA(?Sephora?)?1011?+Ins?30+?IP?2.5?2022?01?Source:Meet Intelligence67?1?ColourPop?ColourPop?研?词?Colourpop?Colourpop?导?研?尽?锐?Colourpop?副?去?尽导?ColourPop?尽Seed Beauty?1000?ColourPop?爽?5?12-24?副?Source:Meet Intelligence68Colourpop?:Instagram?1016?Twitter?130?TikTok?110?Pinterest?21?Source:Scrumball,Meet Intelligence69ColourPop?1?KOL?2?KOL/KOC?3?2018?Kathleen Lights?ColourPop?KOL?KOL?KOC?ColourPop?Colourpop?副?Ins?对?赠?的?Colourpop?KOL?blogger?KOC(0-1K)4%Nano?(1-10K)31%务?(10-100K)27%?(100K-1M)30%?(1M+)8%?(2021.7-2023.1)?IP?Source:Meet Intelligence70ColourPop?Etc.?副?Etc.?IP?/?Colourpopx Disney?Colourpop?爽?爽?Colourpopx BestFriendAnimal Society?务?ColourPop?粉?2016?ColourPop?IP?HelloKitty?100?IP?Source:Public resources,Meet Intelligence71?Glossier?272?+Ins?18?2021?1.02?2021?2014?Glossier?Into The Gloss(ITG)?务?Glossier?莲?Skin First,Makeup Second?锐爽?锐爽?80%?DTC?Glossier?/?研?2023?Sephora?02?锐?-?Source:Meet Intelligence72Glossier?Emily Weiss?/?送?导?Glossier?锐爽?务?锐爽?锐爽?务?锐爽?岁?Glossier?Pure&True?Glossier?莲?模?模?莲?莲?锐爽?够?够?Glossier?Baby PinkBoy Brow?Cloud Paint?Milky Jelly Cleanser?Glossier?务?务?Source:Glossier,Meet Intelligence732016?Glossier?F2F?4?100?20%?2022?5?1?3?够务?Glossier?Glossier D.C.Glossier L.A.Glossier?锐爽?爽?爽?模?Glossier?副?副?Glossier?ins?LA?Source:Meet Intelligence74?AwarenessInterestPurchase?莲?莲?Glossier?副?副?Glossier?尼?导?2021?够?Glossier?You Are Good?LoyaltyGlossier?100?Slack?务?1,000?Glossier?锐爽?务?历?务?羟?历?导?导?睫?睫?Source:Public resources,Meet Intelligence75?2016?2013?Focallure?Pinkflash,Stagenius,?5?务?莲?莲?+?2021?A?千?20?GMV?B?2022?2?Top 12021?03?Source:Public resources,Meet Intelligence76?/?副?千?副+?p?p?千?模?模?/?TikTok?Instagram?KOL?Google?Facebook?千?莲?(2013-2016)?(2017-2021)?(2021-Now)?Source:?,Meet Intelligence77?务?6?去?去?务?20?去?睫?3-6?去?6-12?研?研?去?MTO?MTS?莲?矿?千?KOL?千?模?OEM?Source:?,Shopee,Meet Intelligence78FocallurePinkflashStagenius?201620202016?30?22?30?3.5?-6.3?/?2.3?-4.4?/?1.03?-2.3?/?2.7?-4.2?/?/?Source:Meet Intelligence79?Haico?Aurora?Ins?400?+?ELLE?KOL?KOL?尼?KOL?KOL?(?100?)?+?(?100?)?野?野?KOL尼?尼?Source:Meet Intelligence80TikTok180?+1.6?+25?+/1.5?+Instagram19?+1.4?+1.6?+?1?1.2?+?1?TikTok?/?Ins?副?/?研?千?睫?Source:Scrumball,Meet Intelligence81?TikTok?KOL?模?KOL?KOL?Source:Google Trend,Shopee,Meet Intelligence821009182821/3/20217/3/2021?(?)?KOL?副?务?社?2021?5?10?11?12?KOL?务?尼?尼?尼?务?尼?TikTok?务太?套?套/?套?套?3?套?9?套?5?2?8.5?锐?Source:Meet Intelligence83?务?务?千?530?ins?1%?套?的?2021?Ins副?匹?套?告?副?莲?Source:Public resources,Meet Intelligence84?让?2011?务?务?2018?10?研?Top3?2019?15?1000?务?让?让?2019?务?让?让?让?Dior?YSL?Top 12020?7+IP?2022?04?Source:Meet Intelligence85?务?ACG?IP?务?模?IP?务?务?千?让?-?让?IP?千?让?副?粉?告让?Source:Public resources,Meet Intelligence86?IP?2022?让?务?务?副?IP?让?2022?副?矿?2020?让?务?副?副?号?让让?IP?IP?IP?+?+?的?Source:Meet Intelligence87?莲?莲?2021?75%?务?让?2020?让?2000?2021?让?2000?告?务?EXCEL?KATE?Source:Meet Intelligence88?尼?尼?尼?务?愿?Source:Meet Intelligence89?务?睫?睫?爽愿?让?Twitter?愿?让?让?Twitter?尼?尼?Canmake?Twitter?尼?尼?务?Source:Scrumball,Meet Intelligence90?粉?让?Nanako?YouTube?53?1.2?KOL?让?AKB48?莲?务?tag?87.4%?539?Nano?(1-10K)62%务?(10-100K)33%?(100K-1M)5%?(2019.12-2023.1)?务?让?务?睫?91?研?剧?BeyondClick92?务?BeyondClick?去?去?/?(?)?Meet Intelligence?93?MeetIntelligence?3C?10?5?9?研?10?研?8,800?/?94?Creative Woo?Creative Booster?“?”?“?”?AR?ICON/LOGO?ARAR?95?30+?1500+?AM+?研?9000+?-?96强曝光引关注AR滤镜内容互动提高参与度用户转化KOL互动悬念预热1-2 days活动热度SPARK AR 爆发互动7-10 days延续转化3+weeksBrand awareness强势曝光获得品牌声量AR AdsBranded content IG storiesUGC达人推广快速带动品牌声量累积广告配合AR AdsEngagementVideo view重定向高潜用户再次触达提高互动AR AdsTrafficConversion利用积累的口碑和潜在人群投放效果目标，激发转化行为预期效果3x59%加入AR广告品牌提升*加入AR广告，效果类广告成本降低*Step01-手左划触发-荡出顽皮圣诞老人-圣诞老人大呼：“Here comes your gift?-并留下礼物盒Step02-点击触发彩妆盘礼盒-礼物打开露出彩妆盘-脸部上圣诞妆Step03-点击触发口红礼盒-礼物打开露出口红-嘴唇上口红妆Step04-点击触发香水礼盒-礼物打开露出香水-画面出现闪光粒子&雪花Step05-结束触发海报-完整的圣诞妆容&气氛-突出品牌活动主题：“Meet Me,Met-a Christams-用户转发传播定格专属记忆分享&传播?97?的?