文 | 未来迹FutureBeauty 张韵洁

编辑 | 吴思馨

jiguohuojituanzai2024nianzhenduixihusaidaotuichujingshi（polaiya）、jimu（furuida）、mofa（mofashijia）、handeshi（juzishengwu）dengduogexinpinpaihou，jinnianxiabannian，waizirihuameizhuangjituanyekaishijizhonghuoliduizhongguoxihushichangfaqi“fanpu”。

《fbeautyweilaiji》tongjifaxian，oulaiya、baojie、lianhelihua、aimolitaipingyang、hangaodengwaizijituanqixiagong14gepinpaizaijinnianyigongtuichule22gexinpin/xinxilie，qizhongdabufendoujizhongzaixiabannianshangxin。

youqizai11yuechujubandediqijiejinbohuishang，oulaiyaqixiapureologypuruoqi、weizi，baojieqixiapanting，aimolitaipingyangdelvdengpinpaijundailaihanjinjiechengfen、jinjiekejideshoufaxinpin，weixihushichangzhanzhengzaitianhuoyaowei。

jiehejinnianqian10yuexianshangxihupinpaibangdanheshuangshiyigepingtaigehubangdankan，suiranyikashiweishoudewaizipinpairengranzhanjuxiaoliangdiyi、gaoduanjiagedaidiyideshuangzhongyoushi，danguohuoxihudefenezhanbiyijingyuelaiyuegao，duiwaizipinpaixingchengyoulide“yapogan”。

neime，zaiwaizixihudui2024nianjin700yixihushichang（ouruishuju）de“fangong”zhong，tamenzaizhongguoshichangdemaidian、dafafashenglenaxiebianhua？hexinkejiyounaxiejinjie？zaizheixiebianhuadejichushang，weilaiyounengfoujixuzhanjuyoushidiwei？

瞄准洗护市场三大“山头”，14大外资品牌集中推新

ju《fbeautyweilaiji》tongji，waizimeizhuangjutouzaijinniantuichudexihuxinpinzhuyaojizhongzaisangefangxiang：

shouxianshizaibenjiuzhanjujudayoushidegaoduanxihufashichang，waizipinpaitongguo“jinjieyanghu”jixujiama，yifangmianxingchenggengduoyanghuadepinpaizuhehechanpinzuhe，lingyifangmianjinyibutishengshoujiaqiangdiaogaoduandingwei。

oulaiyajituanjiushiyigedianxinganli。zaijinbohuituichuquanxinranhouxihupinpaipureologypuruoqihou，oulaiyaqixiadegaoduanxihufapinpaijuzhenyijingzengjiadaosange：baokuobalikashi、loreal prohepureologypuruoqi。erqiejupureologypuruoqizaibootsshangdeshoujia，gaipinpaidanpinzai200yuanrenminbizuoyou，taozhuangzai600yuanyishang，dingweiweiwuliusuanyanzhuanyeranhouhufapinpai。

kashizaizishendingweijichushangtuichugenggaoduandechanpin——“liuguangshanchahua”jinghuayou，dingjia250yuan/30ml-550yuan/75ml，xiangbitongpinpaidemingxinghufajingyou“haiyuanheizuan”he“meiguifenyou”，suirantongguojianshaorongliangjiangdilejiagemenjian，dandanhaoshengshugenggui，daidongjiagedaigaodianjinyibushangtan；lianhelihuaqixiadelishiyezaijinbohuishangmianxiangzhongguoshichangyinrulegaoduanpinxian——fazhibujixilie。

lingwaikeyifaxian，loreal pro、aveda、fulvdeya、oushudandengyixiliegaoduanxihufapinpaidetuixindongzuojizhongyu“jinjieyanghu”lingyu，biruloreal pro“dierdaishunshunjingyou”、aveda“zhencuishuiguangzhenhulijinghuayou”、fulvdeya“xiaolvpentoupijinghua”、“shuiliaoshehuxilie”、oushudan“shengjiping”dengchanpinjunweijinghua、jingyoulei，zaixifashui、hufasuzhishangdejingyouyanghusaidaojiasujingzheng。

ershigenjin“hufushihufa”qushi，tongguohufugongxiaochengfen、xingbiequfen、weishengtaijishudengsilushixiantoupixihu、toufayanghudejingxihuaguanli。

birulianhelihuaqixiaduofenzaixintuichude“xiaojinwan”famozhongjiaruanjisuantixi，baojieqixiapantingzai“pro-vweitamingjingyinglu”zhongjiaruxiuhuchengfenpro-v b5，aimolitaipingyangqixialvtuichu“hanguangyaohuyingrunxiuhufamo”，jiarushanchahua、qiangwei、dami3zhongweifenzizhiwudanbai。

lianhelihuaqixiatoupihulizhuanjiaqingyang，tichutoupihuli“nannvqufen”degainian，“qingyangjinghuozhuanyanxilie”zhenduinanshiyoubieyunvshidetoupizhuangtaihehulixuqiu，tigongleliangshendingzuodequxiejitoupihulijiejuefangan；oulaiyaqixiaweizituichuquanxinhongbiaoxifashui，zaichanpinzhongjiaru“kafeiyin”he“jianggentiquwu”dechengfenzuhe，yongyijiejuetoupijiankanghefengyingxuqiu，qizhongkafeiyinyeshimianshuang、yanshuangzhongchangjiandeyongyuhuanhuo、kangyanghetiliangdechengfen。

sanshizhenduiquxie、pengsong、xiuhudengzhongguoxihushichangderemengongxiaomaidian，congchengfen、peifang、kejiweidujinxingchanpinshengji。

baojiezaijinnianbayuetuichulequanxinshengjibanhaifeisi“dabaiping”xilie，tongguodujiapeifangtixi，shenrudaomeiyigemaonangshenduqingjie，zhenzhengzuodaotiaozhan360°quxiewumangqu。

baojiedazhonghuaqumeifashiyebujipinpaiguanlibuzongcaidengshenglanzaijieshou《fbeautyweilaiji》caifangshibiaoshi，“60duonianqianwomenyanfachuzheigequanqiudiyikuanquxiexifashuideshihou，kexuejiamenjiufaxiantoupixiezhishiyigebiaoxiang，genyuanqishishitoupichuxianlewenti。”baojiezhiliyujiejuequxiedegenyuanwentijiushitoupi，duitoupihulidexuqiudongchayuchuangxingengjiajuti。

tongyue，hangaofabuleshihuakoujingxiediaolixifalu，zhuanzhujiejueyinyouzhifenmizengjiayinfadetouxiewenti，congyuantouxiuhutoupiweishengtai，yizhitouxieshengcheng。

hangaoxiaofeipinpaiyewubulingshouqudaozongjinglichenlingduicizhichu：“suizheshihuakoujinjunquxiesaidao，womendetoupixianxihuchanpinzuhejiangquanmianfugai‘you、ta、xie、min、tuo’wudakunrao，jiehewomenfengfudetoufaxianchanpin，weixiaofeizhetigongquanfangweidechanpinjiejuefanganhezhuoyuetiyan。”

zongheyishangxinpinkeyifaxian，zai2024nianxiabannian，waizipinpaiduiyuzhongguoxihushichangde“fanpu”zhuyaojujiaozai“gaoduanjiagedai”、“jingxihuaxihu”he“gongxiaojinjie”sangedianshang。buguo，chulezaigaoduanshichangzhanjujueduiyoushiwai，waizipinpaizaixianjieduanbingweitichugeng“xin”demaidian，ergengduoshigensuizhongguoxiaofeizhexihuxuqiuhezhongguopinpaixianyibuzaoshifangdadegongxiaodian，bingjiangzishenkeyanchubeitongguozheixiemaidianlaishifangdaozhongguoshichang。

核心科技带动产品革新

waizixihupinpaizaizhongguoshichangdezheibofali，suiranzaimaidianshangxinyiyouxian，danrengnengtixianchupinpaibeihoujituanhuadeyanfanengliheduishichangxuqiudebakong。

1、toupihulikejigexin

zaitoupihulilingyu，“hufushihufa”gainianyuelaiyueshenrurenxin，zheizhongzhuzhangyonghufufangshilaihulitoupiyutoufadelinian，yecushizhegedapinpaizhuanzhuyanfa，tongguojingzhunpeibi、chengfenzhuanyandengkejishouduanshixianxiaofeizhetoupijiankangdeshendugaishan。

oulaiyaqixiadeweizibianshishougejiangpifuyixuerongruxifashuiyanfadepinpai，jianchi“yipifukexueyinlingtoupijiankang”delinian，tuijinyupifuxuejie、pifuxuezhuanjiadeshenduhezuo，tishengtoupijiankang。ciciweizidexinpinbianshijiyuyishangyanfatuichu，xinpinzhongchule“jiangka”zuhe，haipeibilejingansuanheyanxianandenghufuchengfen，youxiaogaishantoupihuanjing，tishengtoupiziyuli。

haifeisidezuixin“heikeji”——360°shuiningquxiejishu，jiejuelechuantongxifashuinanyishentoumaonanggenbuhezhangjiuzhuliutoupidenanti，caiyongledujiazhuanyandepeifangtixi，shiquxiechengfennenggoushenrumaonang，dadaochijiuquxiedexiaoguo。tongshi，gaijishuhainengyouxiaopinghengtoupiyouzhifenmi，baochitoupiqingshuangjiankang。

qingyangjiyunannvtoupihuanjingbutong，yunvshixiangbinanshitoupi1.6beiyichuyou，1.4beigengcuiruodewenti，zhenduinanshitoupidingzhidejinghuozhuanyanxilie，caiyongscakongyoupengsongjishu，bujinnengshencengqingjie，haineng2beitishengtoufapengsonggan；tianjiayanxiananheshenjingxianandengmianhujichengfen，conggenyuanxiuhucuiruodetoupipingzhang，cujintoupijiankang。

shihuakoudejingxiediaolixifalu，zeyunyongleproctquxiejingyuanjishu。octguoquyizhibeidazhongrenweishiwenhedequxieji，ershihuakouzejiangotcshengjidaoproban，gaonongduotcfupeikuierchun，quxiedetongshiweitoupixiufuweiwen，dadaochijiuquxiedexiaoguo。shuiyangsuanjiaboniaosuandezuhe，shuangzhongdiaojietoupishuiyoupingheng，quyoudejichushangweitoupibushuibaoshi；hongmeiyaochunjiajianggentiquwudemianhujichengfen，shuhuantoupi，gaishantoupimingan，tishengtoupiziyunengli。

2、zhenduifazhixiuhudekeyantupo

zhenduixiaofeizhedeshousunfazhiwenti，waizipinpaiyejichulebuyiyangdedaan。

pantingdepro-vweitamingjingyinglu，bianshipantingtongguonamilizitanzhenjishu，faxianweitamingyuanb5chengfenkeyishenrufaxin，zhongsufaxinjian，zaicijichushangpantingzhuanyanchuxiuhuchengfenpro-v b5，zaigaichanpinzhongdadaole30beitianjia，bingqiedapeishuizhuangjingyingluzhidi，shigaichanpinkeyiqingshuangziyangtoufa，conggenyuangaishanfazhi。

duofenshiqianxinshinianzhuanyan“duofenxiufafangshengkeji”，jinglianhelihuashiyanshishujushizheng，gaikejichengfenkeyitongguotishengdanbaibianxingwendu，shifaxindanbaijiegouzuchenggengjinmi，duociyingyongyushousunfahulihou，faxinjiegouwendingxingjianghuifuzhiyouyuziranjiankangfa，fasigengqiangren。

puruoqizuoweioulaiyaqixiaweiyiyigezhuanyesecaihulipinpai，zhuanzhuyuxianjindehufapeifang，tadezhuanlisuosepeifangantifade complextm，nenggouweiranhoudetoufatigongsecaiyufazhideshuangzhonghuli，zaibaochifasexianyanchijiudetongshihulitoufa。lingwai，100%zhiwuchunsupeifanghe0liusuanyanpeifangyeshitadeyidatese，yongzhiwulaiyuanbiaohuotidaichuantongliusuanyan，baozhengchongfenqingjiedetongshibuguoduquyou，fupeixiangrikuizivediyurechuifengheziwaixian，jiashangxiaomaianjisuanyudadoudanbai，ziyangroushungankufazhi。

lishide「fazhibuji」yingyangxilie，zeshicaiyongduyoudeyangfajinsanjiaopeibi，exhuangjinbilifuheshianjisuan＋gaoxiaobaoshiyinzi＋100%jiaoshawandezuhe，cujintoufadanbaizhishengcheng、gaoxiaosuoshui、mijixiubuqianghuatoufapingzhang，conggenbendazaojiankangfazhi。

zheixiejingzhunpeibi、zhuanyankejideyunyong，yidingchengdushangshixianlechanpinjiazhide“gengxinhuandai”，erqiezheixiekejizhongyunhanlegengduozhenduizhongguoxiaofeizhede“zhuanyan”hanjinliang，yeweixiaofeizhemendailailegengzhuanye、gengjiagexinghuadexihutiyan。

竞争白热化，外资品牌在三大方向寻求突破

neime，waizixihuzaixiabanniandezheibo“fangong”dongzuochengxiaoruhe？

zaishuangshiyigedapingtaidexihuleimuxiaoshoubangdanzhongkeyikuijianyier：tianmaoshuangshiyigehuzongbangzhong，oulaiyaqixiagaoduanxihupinpaikashiweiliebangshou，chuyuduancenglingxiandiwei，ciwaijidawaizixihupinpairupanting、oulaiya、haifeisi、shihuakou、duofendouyoushangbang。erzaidouyinpintaidexihufabangdanzhong，waizipinpaiyerengyouyixizhidi，bingqieyuzaitianmaobangdanzhongchuxiandepinpaijihuzhonghe。

lingjumojingdongchashujuxianshi，zaijinnian1-10yuetaotian、douyin、jingdongsandaxianshangdianshangpingtaidetop20xihupinpaibangdanzhong，waizipinpaizaishichangfeneshangde“jueduiyoushi”yijingbeizhujiandapo，suiranzaichuantonghuojiadianshangtaotianhejingdongrengzhanju76%yishanggmvfene，danzaidouyinzheileixingqudianshangpingtaijinzhanbi35%，beihexi、8+minutesdeng“baipai”qiangqutoubudiwei。

ciwaizaipinpaipaimingshang，yispes、ziyuan、tongrentang、fenghua、off&relax、konoweidaibiaodeguohuoxihuyijingchengweidianshangtop20bangdande“changke”，zhengzaihuoquyuelaiyueduodeshichangfene。

kejian，waizixihuzaiguohuochongjixiayiranganshoudaoqiangliedeweiji。

zonghezheixiepinpaishangxindexinpinlaikan，waiziqiyeduixihuchanpinderenzhizaoyicongjichugongxiaoshangshengdaojinjieshitoupihuli、fazhihulideng，bingqiefenfenzhenduizhongguoshichangyuzhongguoxiaofeizhefali，jinxingchanpinzhuanyan，yuzhongguoxiaofeizheshendubangding，weixiyuzhongguoxiaofeizhezhijiandeguanxi。yiweiyeneirenshiduicibiaoshi，waizipinpairuguoxiangzaixihushichangchixuyinling，bingzaiyuzhongguopinpaidejingzhengzhongliyububaizhidi，rengxuyaoyixiajigefangxiangfali：

yishizhenduibentuhuaxuqiudedongcha、yanfayuchuangxin：waiziqiyexuyaozaiqiangdadepinpaixinrenganqiantixia，jixujiaqiangzhenduizhongguobentudeyanfanengli，shenrulejiezhongguoxiaofeizhedexuqiuhepianhao，jinyibuwajuefuhezhongguoshichangxuqiudemaidian，jinerjinxingchanpinshengji。

ershigaoduanhuayuchayihua：waizipinpaixuyaozaigaoduanshichanghexifenshichangzhongxunzhaochayihuajingzhengyoushi。tongguotigonggaoduan、zhuanyehuadechanpin，tianbuxiaofeizheduigaopinzhixihufaxuqiudekongbaishichang。liru，oulaiyadepureologypuruoqisuosexihuxiliejiushizhenduigaoduanranhouxuqiudejingzhundingwei。

sanshipinpaigushiyuwenhuarentong：tongguojiangshupinpaigushihechuandipinpaijiazhiguan，laijinyibuzengqiangxiaofeizhedepinpairentonggan、xinrenduhezhongchengdu。liru，shaxuanzaibeihangaoshougouhou，tongguo“fajianmanxing”70zhounianyishuzhanjinxing“shouxiu”，liqiuquanmianjihuopinpaiyuxiaofeizhezhijiandeqingganlianxi。

zongheyishangxinxikejian，zhongguoxihushichangzhengyinglaiyigegengjiabairehuadejingzhengjumian——dangzhongguopinpailiqiutupo“weidu”，youshirengzaidewaizidapaimenyebudebujijiyingzhan，jiasuzaichanpinshang“juan”qilai。