界面新闻记者 | 路非

2024nian，zhongguohuazhuangpinxingyezhengjingliqiansuoweiyoudeshendudiaozheng。

genjuguojiatongjijushuju，2024nian1-9yuehuazhuangpinlingshouzongewei3069yiyuan，tongbixiahua1%。qizhong，9yuefenhuazhuangpinxiaoshouewei329yiyuan，tongbixiahua4.5%。fenjidushujuxianshi，chulechunjiejiaqihewuyuecuxiaojidailaideduanzanhuinuan，huazhuangpinlingshoushichangzhengtichengxianpiruantaishi。

zheizhongdiedangqifudeshichangbiaoxian，bujinfanyingchuxingyedezhouqixingbodong，gengzheshechuxiaofeiluojideshenkebiange。xiaofeizhedexuanzezhengcongzhuizhuwanghongbaopinzhuanxianglixingsikao，congyexingxiaofeizhuanweizhuzhongxingjiabi，congmangmuchangxinbianweiguanzhuchanpinli。zheizhongxiaofeixinzhidezhuanbiandaobizhezhenggexingyegaobieyemanshengzhang，zouxiangjingxihua、gaozhiliangfazhanjieduan。

zhanzaixindefazhanjieduan，yiminganjilizuxingyedeweinuonamugongsibeitainizhengmianlinzhetiaozhanyujiyubingcundeshichanghuanjing。congsanjibaodeshujulaikan，zaizhengtixingyechengyadebeijingxia，gaigongsiyiranbaochile17.09%deyingshouzengzhang，guimujinglirunda4.15yiyuan。yucitongshi，yanfafeiyongtongbizengzhang17.32%、guanlifeiyongzengzhang39.04%、xiaoshoufeiyongzengzhang25.27%deshujuyefanyingchu，qiyezhengchuyutourujiadadezhanlvebujuqi。

zheizhongzaixingyediaozhengqixuanzechixujiamatourudezhanlve，tixianchubeitainiduixingyezhangqifazhandexinxin，yexianshichugaigongsizhengnulizaixingyegejuzhongsuguochengzhongqiangzhanxianji。

多品牌时代，贝泰妮的赛道重构

duiyubeitainieryan，2024nianshizhanlveshengjideguanjianshiqi。

sanjibaofabuzhengzhihuazhuangpinxingyezuizhongyaodenianmocuxiaoji，tianmaoshujuxianshi，shuang11yushouqijian，beitainiqixiagaoduankangshuaikejipinpaiaikeman(aoxmed)qudeletianmaokuaixiaoxinpinpaiyushoushourichengjiaobangdisanmingdehaochengji。zheifanyingchubeitainiduopinpaizhanlvebujuzhengzaixianxianchengxiao。

zuoweibeitainibujugaoduankangshuaishichangdezhongyaoyihuan，aikemanmuqianyiyuchaoguo500jiayiliaomeirongjigouhe250jiashenghuomeirongjigoudachenghezuo，tongguoyimeiqudaodezhuanyebeishuhexianshangqudaodeguangyuchuda，zhengwenbujianliqizaigaoduanmeizhuangshichangdepinpaiyingxiangli，ergaoduanmeizhuangshichangrengranshibentumeizhuangqiyedouxiwanglvxianqiangzhandekongbaigaodi。

beitainiyizhizaitongguoneishengpeiyuyuwaibubinggoubingzhongdecelve，goujianqiyiweinuonaweihexindeduocengcipinpaijuzhen。zheizhongbujubushijiandandepinleikuozhang，ershijiyuxiaofeizhexuqiudongchahejishunengliyanshendexitongxingguihua，tixianchubeitainizaixingyediaozhengqideqianzhanbuju。

congsanjibaoshujulaikan，weinuonazuoweijituanzhupinpaiyiranbaochizhewenjiandefazhanshitou。qizhong，weinuonajiqitazhuyaopinpaizai2024nianqiansanjidushixianyingshou36.37yiyuan，tongbizengzhang5.98%，maolilvbaochizai75.34%dejiaogaoshuiping。

weinuona2.0shengjizhanlveyeshizheiyinianzuizhongyaodezhanlvejucuo。jiangpinpaidingweicong“zhuanzhuminganji”tishengzhi“zhuanyanminganji”，yiweizhezaijixushengengminganjisaidaodetongshi，jinyibuxiangfangshai、kangshuaidengduoweidujiejuefangantuozhan。dierdaitehushuangdetuichujiushizheiyizhanlvedejutitixian，tongguojianghexinchengfencongqingciguoyoushengjiweiqingciguoduotang，peihexinkaifadeshenliujishu，chanpingongxiaohuodexianzhutisheng。zaitianmaopingtaidechixurexiaohekoubei，yinzhenglezheiyishengjicelvedechenggong。

zaiyingtonghulilingyu，weinuonabaobeiyijingchengweibeitainidedierzengzhangquxian。genjubeitaini2023niannianbao，gaipinpainianyingshouda1.5yiyuan，tongguozai985jiazhongduanyiyuanhejin4000jiaquchenshimendiandebuju，wenbukuodashichangyingxiangli。pinpaitongguodui0-3suihe3suiyishangdenianlingfenquhuli，jiangchanpingongxiaogengweixihua，bingzai2023nianhuodeletianmaoshuang11yingtonghufupinleitop2hetianmaonianduyingtongpinpaitop5dechengji，xianshichuqizaizhuanyexifenshichangdejingzhengli。

sanjibaoshujuxianshi，beitainibinggoudebomeihezajiruiyekaishiburuzhenggui。2024nianqiansanjidu，lianggepinpaihejishixianyingshouchao3.8yiyuan。jinnianshangbannian，zajiruituichulesirouqingwukouhongheqingrouhuancaiqidianshuangliangkuanzhuyaoxinpin，bingjiezhudaiyanrengongjundeyingxianglihuodeshichangguanzhu。

zhidezhuyideshi，beitainiyijingyuzheilianggepinpaifenbiezujianlegongxiaoxingdizhuanglianheshiyanshihekangshuailianheshiyanshi，tongguoyanfaxietonglaishixianyoushihubu。zheicishougoubujindailaileyewuzengliang，yuejiangtouzizaidongnanya、rihandengyataidiqudequdaojingyan，yejiangzhulibeitainizhengtongbujinxingdeguojihuabuju。

巴黎双奖，代表中国美妆在国际破圈

mianduishichangbianqian，beitainizhengzaigoujiangengjurenxingdequdaotixi。guoneishichangshang，gaigongsishenhuaquanyuyingxiaozhanlve，zaigongguxianyoudianshangqudaoyoushidetongshi，jiasubujuotcyaofang、kaliansuodengzhuanyequdao。xianshangxianxiaronghedeomomoshiyezaichixuyouhua，tongguoshuzihuagongjutishengyonghutiyanheyunyingxiaolv。

suiranweinuonazuoweibeitainihexinpinpaideshichangdiweiyiranwengu，danpinpaijuzhenkuodadailaideyingxiaotouruzengzhangbukebimian。beitainiqiansanjiduxiaoshoufeiyongtongbizengzhang25.27%zhi20.1yiyuan，zengfumingxiangaoyu17.09%deyingshouzengsu。

beitainizaicaibaozhongbiaoshi，zheizhuyaoshiweidaidonggongsiyupinpaishengliangtishengbingweidisijiduquanqudaodacuhuodongyure，zhudongjiadaledouyinqudaozhongcao、yinliudengxuanchuantouruhepinpaidaiyan、lianminghuodongdengguanggaoyingxiaotouru。zaishuang11qijian，gaigongsiyezaijijituijiexiubaiping、dierdaishuminbaoshitehushuangdengchaojidadanpindexiaoshoubiaoxian。

zaiguojihuajinchengzhong，beitainiyinglaizhongyaotupo。10yue，beitainizaibalicosmetic360meirongdazhanshangyijuzhanhuo“guojichuangxinyuanliaojiang”he“guojichuangxinyanjiuyuanjiang”，chengweiguoneiweiyihuodeshuangxiangdajiangdehuazhuangpinqiye。zheibujintixianlegaigongsizaiyuanliaochuangxinheyanfatixijianshefangmiandetuchuchengjiu，yeweizhongguohuazhuangpinqiyeyingdeleguojishengyu。

zaizheiyiguojishenghuishang，beitainishoucixieqixiasidahexinpinpaijitiliangxiang：zhuanyanminganjifudepifuxuejihufupinpaiweinuona、zhuanzhuyingtongshizhensaidaodeweinuonabaobei、chuanlianyimeihejiameidequanchengkangshuaipinpaiaikeman，yijiji“aizhenduan、hulianwangyiyuanwenzhen、yaozhuangshi”yuyitidefenjiqudoujiejuefanganpinpaibeifuting。zheizhongduopinpaijuzhendejizhongzhanshi，bujinrangguojimeizhuangxingyejianzhenglezhongguohuazhuangpinqiyedechuangxinshili，yeweiquanqiuhuazhuangpinqiyetigonglechuangxinfazhandexinsilu。

zhideguanzhudeshi，beitainizaizheiciguojiwutaishangbujinzhanshilekeyanshili，gengqiaomiaodirongrulezhongguowenhuayuansu：shenzhenaxizutesefushiheweinuonapinpaidingzhiyixiumamianqundeguzhengyanzouzhe，zaibalijietoudailaileyichangbiejutesedewenhuazhanyan。zheizhongjiangyunnanshaoshuminzuwenhuayuguojishishangmeizhuangwanmeironghedefangshi，bujinxiyinlezhongduoguojiyourendemuguang，gengzhanxianchubeitaini“zhigenzhongguo、zouxiangshijie”dequanqiuhuazhanlveneihan。congyunnanzhiwudaoshaoshuminzuwenhua，beitainizhengzaiyongdutedefangshiquanshizhe“minzudeyeshishijiede”zheiyilinian。

shishishang，beitainidequanqiuhuabufazaoyizhankai。zhigenyuyunnanzheipian“zhiwuwangguo”，beitainiyizhubugoujianqiquanqiuhuadeyanfawangluo。zaishanghaishelibeitainiyanjiuyuan，yijikunmingjianlitesezhiwutiqushiyanshidejichushang，2023nian11yuebeitainihaizaifaguosainahepanshelishougeguojiyanjiuzhongxin，yufaguoshengluyisiyiyuanpifuyanjiuzhongxinkaizhanhezuo，zhongdianzai“pifushengwuxuejiliyanjiu”he“hufugongxiaoyanzhengyanjiu”liangdafangxiangfali。erhou，beitainihaizairibendongjingchenglichuangxinyanfazhongxin，yiminganjifangshaihedizhuangchanpinweizhongdianyanjiufangxiang。

zuoweibeitainimaixiangguojihuadeguanjianyibu，gaigongsiyizaitaiguomangushelidongnanyayewuzongbu。cong2024nian5yuezaitaiguoshichangkaishouyilai，weinuonapinpaiyigoujianqiquanqudaobuju：xianxiayiquanmianruzhubeautrium、eveandboy、quchenshi、bootshekkvdengzhuliumeizhuangliansuo，weilaijihuafugaichaoguo30jiadangdizhimingyimeizhensuo；xianshangzezaishopee、lazadahetiktoksandazhuliudianshangpingtaikaisheguanfangqijiandian。2024nian9yue，taiguotoubuyimeizhuanjiatuangengshiqinlinbeitainishanghaiyanfazhongxin，duijituandekeyanshilihechanpinshenbiaorenke，weibeitainizaitaiguoshichangdefazhanqianjingdailaixinxin。

yidongnanyaweitupokoudeguojihuazhanlvezhanxianchuqingxidezhanlvesiwei。xuanzetaiguozuoweidiyizhan，jikaolvleshichangderenkouhonglihexiaofeiqianli，yezheyanyuwenhuaxiangjindailaidepinpairenzhiyoushi。danbutongyudaduoshuqiyedanchunyilaidianshangqudaojiandanshishuidianshangchuhai，beitainixuanzezaimangushelidongnanyazongbu，zujianbendituandui，zheizhongzhagenbentudefangshigengyouliyushenrulijieshichangxuqiu，jianlipinpaikoubei。

植物科技，一家药企出身的研发基因

yizuoyaodelinianlaizuogongxiaoxinghufupin——zheishibeitainidongshizhangguozhenyuboshiduigongsiyanfaliniandeningliangaikuo。

shishishang，guojiayezaizhengcecengmianchixuyindaohegulihuazhuangpinqiyeshengengbentuzhiwuziyuanchuangxin。2023niandi，guojiayaojianjufabuleguanyuhuazhuangpinxinyuanliaochuangxinguanlidezhongyaozhengcewenjian，mingqueguliqiyejiehewoguochuantongyoushihetesezhiwuziyuankaifahuazhuangpinxinyuanliao，bingzhichiyunyongxiandaikejijinxingyuanliaoyanjiuchuangxin。zheiyizhengcedaoxiang，yubeitainiduonianlaijianchidezhiwukejifazhanzhanlvegaoduqihe。

yuxingyeneiyilaidaigongmoshikuaisutuichuchanpindepinpaibutong，beitainixuanzeleyitiaojiannandanfuyouyuanjiandedaolu——yiyunnanfengfudezhiwuziyuanweijichu，goujianzizhuyanfatixi，weipifujiankanglingyudejishuchuangxinchixutansuo。zheizhongzhanlvexuanze，rangbeitainizaiyanfashangdetouruyuanchaoxingyepingjunshuiping——yanfafeiyongcong2021niande1.2yiyuanzengzhangzhi2023niande3.35yiyuan，zhanyingshoubilicong2.99%tishengzhi6.07%，yuanchaoxingyepingjunshuiping。

beitainiyi“xiaoqiekou、shenyanjiu、zhenguanyong”weiyanfalinian，chixushengengpifujiankanglingyu。zaijichuyanjiufangmian，beitainiqiaomiaodijiangyunnantesezhiwuqingciguodazaochengpinpaibiaozhixingchengfen。congzuichudeqingciguoyoudaoxianzaishengjideqingciguoduotang，yanfatuanduibuduanzaizheiyiteseyuanliaoshangshixianjishutupo，bingkaifachuzhuanyoudeshenliujishu，dafutishenglechanpingongxiao。

zheizhongduidanyiyuanliaodeshendukaifa，jitixianlebeitainizaizhiwukejilingyudezhuanzhuli，yechenggongrangqingciguochengweixiaofeizherenzhizhongweinuonapinpaidezhuanshuyinji。yiqingciguoweidaibiaodezhiwuyanjiuluxian，zhengchengweibeitainidazaogongxiaoxinghufupindeyizhangliangyanmingpian。

yituoqiangdadeyanfashili，beitainizhengzaituidongkeyanchengguoconggengguangkuodelingyuyingxiangshehui。gaigongsijijicanyuxingyebiaozhunzhiding，shenhuachanxueyanyihezuo。beitainitongguo“hongbaoshu”debianzhuanfabu，shixianlekeyanchengguoxiangxingyebiaozhundezhuanhua。cong2017niandiyibande64pianlunwen，fazhandaozuixinbanbenbaohan300duopianlunwen，xitongxingdituidonglezhongguominganjihulilingyudefazhan。2024nian4yue，zaidiwujieminganxingpifugaofengluntanshang，beitainiyanjiuyuanyuquanweijigoulianhefabu《zhongguominganxingpifulinchuangzhenliaozhinan(2024ban)》，weiquanguochaoguo11000jiayiyuanji25500mingpifukecongyezhetigongleguifanhuadezhenliaobiaozhun。

zaixinyuanliaokaifalingyu，beitainichixushengengzhiwukeji。2024nian9yue，beitainijituandedi11kuanxinyuanliaojinlumeihuodebeianchenggong，jinyibufengfulegaigongsidezhiwuyuanliaoku。zhuanlijishufangmian，jiezhi2024bannianbao，beitainigongyongyouzhuanlishuliang233ge、putonghuazhuangpinbeianpingzheng350ge、teshuhuazhuangpinzhucezheng36ge，goujianqiquanmiandezhishichanquanbaohutixi。

quzhiyuziran，huikuiyuziran。zuoweizhigenyunnandeqiye，beitainishenzhiqiduishengwuduoyangxingbaohudeteshuzeren。gaigongsibujinyaoliyongyunnanfengfudezhiwuziyuanjinxingkeyanchuangxin，gengyaoshouhuzheipian“wuzhongjiyinku”dekechixufazhan。zaihabaxueshan，beitainijianlidekeyanzhongzhijidijianfushuangzhongshiming：jiyaopeiyuchanpinyuanliao，gengyaobaohudangditesezhiwuziyuan。

jiezhi2023nian，beitainigongyijijinzaishengwuduoyangxingbaohulingyuleijitouruda270wanyuan，tongguojianliwanshandetianranzhiwukuhekaizhanhuanbaojiaoyudengjucuo，jijizhuliyunnantesezhiwuziyuandeyongxuliyong。qiyeduizirandejingweiyushouhu，zhengchengweibeitainishixiankechixufazhandezhongyaojishi。

tongguozheizhongduiziranziyuandekechixukaifalinian，beitainiweigongxiaoxinghufupinshichangweilaidefazhanfangxiangdianliangleyizhanbumiedezhangmingdeng。meilixiuxingbaogaoyuanyinouruishujuxianshi，zhongguogongxiaoxinghufupinshichangguimocong2019niande332yiyuankuaisuzengzhang，zaizhengtihufupinshichangdezhanbicong13.6%tishengzhi22.9%，yuji2024nianjiangtupoqianyiyuanguimo，nianfuhezengzhanglvgaoda24.9%。

zheiyixifensaidaodepengbofazhan，qiaqiatuxianlexiangbeitainizheiyangjubeishenhouyanfashilideqiyedejingzhengyoushi。suizhexiaofeizheduichanpingongxiaoheanquanxingyaoqiudebuduantigao，jinyikaoyingxiaohedaigongmoshidepinpaijiangnanyiweiji，erbeitainishiyunianlaizaiyanfalingyudechixutouruhejishujilei，zhengchengweiqizaizheigeqianyishichangtuweideguanjianbilei。genjuouruiguojishuju，gaigongsiqixiaweinuonapinpaimuqianzaizhongguopifuxuejihufupinsaidaodeshichangpaimingzelianxuduonianwenjudiyi，zhanxianchuqiangdadefazhanqianli。

zhideguanzhudeshi，zaiyejiduanqichengyadeqingkuangxia，gaigongsiyiranjianchishishiguquanjili，tixianchuguanlicengduizhangqifazhandexinxin。caibaoxianshi，qiansanjidubeitainiyanfatouruchixujiama，qijianfeiyongzhongdeguanlifeiyongtongbizengzhang39.04%zhi33.96yiyuan，zhuyaoshiyouyujitiyuangongchigujihuadeguquanjilifeiyongsuozhi。