完美日记、花西子竞品分析报告
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>>>>完美日记、花西子竞品分析报告
目录>>>>
完美日记、花西子竞品分析报告.>>>>.................................................................................................1一、分析目的.>>>>.................................................................................................................................3二、竞品选择.>>>>.................................................................................................................................3三、市场规模.>>>>.................................................................................................................................3(数据来源:艾瑞咨询).>>>>.............................................................................................................3(数据来源:艾瑞咨询).>>>>.............................................................................................................4(数据来源:艾瑞咨询).>>>>.............................................................................................................4(来源:百度指数).>>>>.....................................................................................................................5(数据来源:淘数据).>>>>.................................................................................................................6(数据来源:淘数据).>>>>.................................................................................................................6四、品牌发展历程.>>>>.........................................................................................................................6五、产品核心策略分析.>>>>.................................................................................................................8
1.产品定位>>>>............................................................................................................................82.用户画像>>>>............................................................................................................................83.盈利模式>>>>..........................................................................................................................174.支出结构>>>>..........................................................................................................................225.产品结构分析>>>>..................................................................................................................246.运营策略>>>>..........................................................................................................................287.产品外观分析..................................................................................................................36
>>>>8.SWOT分析>>>>..............................................................................................................................389.结论..........................................................................................................................................40
>>>>
>>>>一、分析目的>>>>
>>>>通过竞品分析,细分市场,发现美妆市场未满足的需求,寻找中国美妆品牌发展的痛点和突破口,从而实现品牌的可持续发展。
二、竞品选择
花西子与完美日记(直接竞品)
三、市场规模
中国美妆护肤市场的零售额呈现增长趋势,除了2018年增速有所放缓(4.18%)外,近几年的增长率都在10%上下浮动,且在2019年增速达到了14.24%,整体产业还未进入产业生命周期的成熟期,仍存在较