个人护理和化妆品电子商务绩效.pptx

个人护理和化妆品电子商务绩效.pptx

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时间:2020-07-29

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1、PersonalCare&CosmeticsEcommercePerformanceExcerptsfromE^EcommercePerformanceIndex(E^I)ReportMarket:ChinaDataperiod:9thMar,2020–15thMar,2020ExecutiveSummaryAsthemiddleclassgrowsasaproportionofthepopulation,APACwillcontinuetobethefastestgrowingregionforconsumerspendinPersonalCareandCo

2、smetics,withanestimatedgrowthof9.14%CAGRbetween2020and2025.Ecommercesaleswillalsoincreasesignificantly.AccordingtoEdgebyAscential’sforecasts,ecommercesalesinChinaofPersonalCareandCosmeticsareexpectedtogrow8.7%peryearbetween2020and2023.WithCOVID-19continuingtokeepshoppersathome,consu

3、mersarefocusingmoreonunder-masktreatmentsandDIYbeautycare,whichmakespersonalcareandskincareproductsmorepopularintheecommercemarket.Ontheotherhand,retailersarewillingtorunpromotionstoattractconsumersandclearinventory.Brandsthatwanttocapitalizeontheincreasingdisposableincomeavailablet

4、oshoppersintheAPACregion–whichwillbespentincreasinglyonlinewhenpurchasingpersonalcareandcosmetics–needtoensurethattheironlinepresenceisstrong.EdgebyAscentialanalyzedtheecommerceperformanceofkeybrandsinallpersonalcareandcosmeticscategoriesinChinausingtheE^Imethod.E^Icalculatestheperf

5、ormanceofeachbrandagainstkeyecommercemetrics–availability,promotions,reviews&ratings,price,imagepresence,searchshare,salescountandsalesvalue–relativetothecategoryinadefinedperiodoftime.IntroductionBackgroundandapproach+EdgebyAscentialanalyzedtheecommerceperformanceofkeybrandsinthepe

6、rsonalcareandcosmeticscategoryinChinausingE^I+E^Icalculatesbrandlevelperformanceagainstkeyecommercemetrics(availability,reviews,etc.)relativetothecategory+Thisenablesbrandstoidentifywheretheyrankoverallvs.thecompetition,andwhatarethedriversandbarriersofperformancethatrequirestrategi

7、cfocustowinonline+WehaveincludedYimianbyAscential’ssalesandsharedataoverthesameperiodoftimeResearchscopeTheanalysiscoveredthebrandsthatdominatedtheonlinepresenceineachretailer,basedonkeysearchresults.+Retailer:TmallinChina+Date:9thMar,2020–15thMar,2020,whichisanafter-promoperiodandr

8、eflects‘normalday’p

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