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国产化妆品品牌市场份额提升 上海家化发力高端市场

2017-09-11 18:17:22   中国经济网

中国经济网北京9月11日讯 9月10日晚间,中央电视台财经频道《经济信息联播》报道,在我国,进口品牌化妆品产品的市场份额正在不断缩小,以上海家化为代表的中国本土化妆品企业逐渐成为市场主力,并在做好亲民产品的同时,发力高端化妆品市场。

 本土化妆品品牌渐成市场主力

据《经济信息联播》报道显示,中国化妆品市场规模在2016年达到2735亿元;中国化妆品品牌在国内市场销售品牌前100位中,占比达到40%。随着中国化妆品品牌产品品质的提升、宣传的扩大;以及不少进口化妆品品牌逐步撤离中国市场,国产化妆品品牌正在占据市场主力位置。上海家化首席市场官俞巍表示,中国化妆品市场近年来发生了巨大变化,变现为多元化的消费升级。

作为国内化妆品行业领军公司,上海家化旗下品牌占据着市场重要份额。根据尼尔森市场研究公司的线下零售渠道数据,美加净品牌是大众手霜品类的领导者,2017年 1-6 月市场金额份额达到 12.1%,位居第一。美加净手霜在化妆品专营店及传统渠道表现优异,市场份额上升至 5.1%、15.6%。同时,高夫品牌是男性护肤市场的领导者,在洁面和面霜品类均占据第 4 位,2017 年 1-6 月市场份额分别为 5.5%、6.0%。

《经济信息联播》报道称,电商渠道的拓展,助力了本土化妆品品牌的推广与销售,目前,化妆品销售渠道中,电商渠道增长最快,年复合增长率达到31.7%,市场份额占比20.6%。

上海家化十分注重电商渠道的发展,公司在今年对两大线上销售平台京东和猫超进行了运营模式的切换,两大平台由代理模式切换为自运营模式,为未来公司在两大平台的更好发展打下了基础。

 中国品牌缺位高端化妆品市场

中国化妆品品牌在国内市场的销售份额虽然占据主力地位,但仍存在进步空间。其中,高端市场中,中国品牌占比还非常低。据《经济信息联播》引用数据显示,中国化妆品品牌在高端消费类市场占有率仅为2%。并且,在全球市场销售额超过10亿美元的化妆品公司里,没有国产品牌的身影。报道表示,中国化妆品品牌在市场份额提升的同时,也应注重产品竞争力的提升。

据了解,上海家化非常注重品牌建设,以“品牌驱动”为经营方针之一,根据化妆品行业高端化、细分化、年轻化的市场趋势,通过持续优化品质、强化中国文化核心竞争力,提升品牌在消费者心中的信赖度与品牌形象,助力提升化妆品行业的中国品牌力。据悉,上海家化旗下佰草集品牌是中国第一个完整意义上的现代中草药个人护肤品牌利用“古方+科技”模式,为中国化妆品品牌建立独具差异化竞争之路指明了方向。

根据中怡康市场研究公司数据,佰草集品牌目前是百货渠道中,国产品牌市场份额最大的品牌,跻身前20位。佰草集品牌在国内市场深受消费者喜爱。同时,佰草集积极布局国际市场,在2008年,正式进入欧洲高端化妆品市场,凭借深厚的中国文化内涵与国际化视野的结合,在海外形成了鲜明的中国印记。

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