文 | 青眼 依文

jiaimolitaipingyangfabuquanxinzhanlveguihuahou，riqian，baojieyekaishiduiqizaihuadecelvejinxingdiaozheng。

riqian，baojiemeirongbumenshouxizhixingguanalex keithzaitouzizheribiaoshi，“gongsizhengtongguodalitouzidouyinpingtailaidiaozhengyingxiaocelveyishiyingzhongguodianshangdezhuanbian。”ciju，jiyeyiweizhebaojiejiangzhongyadouyin。

shishishang，suizhezhongguoshichangdebuduanbianhua，zhuruaimolitaipingyang、baojie、oulaiyadengmeizhuangjutoumenjunzaibuduandiaozhengqizaizhongguodejingyingcelve，yimouqiugenghaodefazhan。

以潘婷引领护发产品的增长

zaijinqidetouzizherizhong，alex keithfenxiangbiaoshi，zaiguoqudejigeyueli，baojiezhenduixunsujueqidedouyinpingtaidiaozhengleqiyingxiaocelveheyingxiangzhetuandui，chenggongtuidonglepantingxifashuizaigaipingtaihufachanpinleibiezhongdezengzhang。“gongsiduipantingzaizhongguodebaozhuangjinxingletouzishengji，bingyouhualeguanyuchanpinshiyongliangdeyingxiaoxinxi，zheixiejucuogongtongcujinlepantingzaixianshichangfenedetisheng。”

jufeiguashujuxianshi，jiezhijinnian11yue25ri，pantingzaidouyinpingtaixiaoshoueda1yiyuan+。yixiaoshouqudaolaikan，zhiboheshangpinkadexiaoshouejunda1yiyuan+，shipinxiaoshouezai2500wan-5000wanzhijian，zhiboxiaoshouezhanbizuigao，da62.9%。yidaihuofangshilaikan，pinpaiziying、darentuiguangheshangpinkasanzhongfangshizhanbibijiaojunheng，pinpaiziyingzhanbilvegao，wei37.23%。

ercong2024niandanyuedeshujulaikan，pantingdexiaoshouejiao2023niantongqiqueshichuxianlemingxianditisheng。pantingzaidouyinpingtaichujinnian4yuefendexiaoshouezai5000wan-7500wanzhijianwai，qita10geyuedexiaoshouejunzai2500wan-5000wanzhijian。fanguan2023niandeyueduxiaoshoushuju，meiyourenheyigeyuedexiaoshouetupole5000wandaguan。ciwai，youliugeyuedexiaoshouejieyu1000wanzhi2500wanzhijian，zheixieyuefendeyejijundiyujinniandeyuejunshuiping。

alex keithbiaoshi：“yinianduolai，womendexianshangfeneyizhizaizengzhang，womendechanpinzuhezaidouyinshangyinlinglepinleizengzhang，douyinshizhongguozengzhangzuikuaidexianshanglingshoushang。”

zhideguanzhudeshi，qingyanhaowaifaxianbujinshizaidouyinpingtaishang，pantingzaitianmaopingtaidebiaoxiantongyangbucuo，pantingsanfenzhongqijihufasudengshangtianmaohufasurexiaobangbangshou，pantingqixiaqitaxifashui、hufajingyou、hufasudengchanpinyejunyoudengshangbutongdebangdan。ciwai，zaijinnianshuangshiyipantinghaiweijutianmaoyushoushourigehuchengjiaobangshouwei。

截自天猫

bujinruci，waimeibaodaocheng，baojiegongsigaoguanzaijinnian8yuefencenggongkaibiaoshi，“weilezhongjianxiaoshou，gongsizhengzaidouyinheqitakuaisuzengzhangdedianzishangwupingtaishangtigonggengduodehufahemeirongpinpai。”

zheicongcemianshuoming，muqianpantingzaizhongguoshichangdezengzhangzhengminglegaipinpaiyouzhejiaoqiangdexiaofeizhexinzhiheshichangjingzhengli，yerangbaojiekandaolehufapinleideqianli，yinci，baojietichu“xiwangyipantingdezengzhangdaidongzhenggehufapinleidezengzhang”。

平衡抖音“低价策略”和集团“高端战略”

jinguanpantingbiaoxianbucuo，danalex keithtongyangbiaoshi：“youyuxiaofeizhexinxinbuzu，gongsizaizhongguojingzhengdegaoduanchanpinleibiezhengtixiahua。”

congbaojiezuixindecaibaolaikan，2025cainiandiyijidu，baojieqixiameironghufu，yijiyinger、nvxingjijiatinghulibankuaijingxiaoshouejunchuxianlexiahua。qizhong，sk-ii、olaydengpinpaisuozaidemeironghufubankuaijingxiaoshouexiahua5%zhi38.92yimeiyuan（yueherenminbi276.52yiyuan），jinglirunxiahua13%zhi8.40yimeiyuan（yueherenminbi59.68yiyuan）。buguanshijingxiaoshouehaishijinglirun，gaibankuaizengsujunzaiwudayewubankuaizhongdiandi。（xiangjianqingyanhaowaiwenzhang《baojiejiangle！》）

erduiyumeironghufuyewudexiahua，baojiegengshizhijiejiangyuanyinguidaolezhongguoshichangshang：“youyushoudazhonghuaquxiaoliangxiajiangyingxiang，hufachanpinyoujixiaoshouejinxiaofuzengzhang；tongshi，youyushichangzhengtixiaoliangjianshaohesk-iidengchaogaoduanpinpaixiaoliangxiahua，daozhichanpinzuhebuli，shihufuchanpinyoujixiaoshouexiajiangchao20%。”

zongtilaikan，baojiegaoduanpinpaizaihuaxiahuayichengweibuzhengdeshishi。buguo，zaipantingyijidouyinpingtaikuaisuzengzhangdetongshi，baojieyezaibuduandiaozhengyingxiangsiweihefangshi。baojiezhuyidao，zaidouyinpingtaishang，kolqingxiangyutongguotigongjididezhekoulaixiyinxiaofeizhe。tongshi，zhongguodexiaofeizhepubianxiangxintamennenggouzaishipinzhibozhonghuodezuiyouhuidejiage，erzhongguodexiaofeizheyegengjiapinfandizaidouyinzhibozhonggouwu。

“womenzhengshituzaizheizhongfangshiyugongsiyingxiaogaojiachanpindezhangqizhanlvezhijianqudepingheng。”alex keithbiaoshi。

huoyezhengyinruci，qingyanhaowaifaxian，baojieqixiahufupinpaiolayzaidouyinshanghezuolebushaodarenzhibojian，baokuodanbuxianyuduoyuhemaomaojie、dongfangzhenxuan、liuyuanyuan、yudagongzideng，shenzhiyubufendarenzhibojiankaisheleolayzhuanchang。erzaixiangguanxuanchuanshipinzhongyequeshikeyikandaozhuboyixxzhelaixuanchuanolayxiangguanchanpindezhekoulidu。

截自抖音

congshujulaikan，jufeiguashujuxianshi，zaijiezhi11yue25ride2024nianzhong，olayxiaoshoueda1yiyuan+，darendaihuozhanzhengtixiaoshouede32.83%。qizhong，douyintoubuzhuboduoyuhemaomaojiedaihuoolaypinpaixiaoshoueda1yiyuan+，xiaoshouezhandarenxiaoshouede18.34%。baojieqixiadelingyigaoduanpinpaisk-ii，zaidouyinpingtaishangdexiaoshouqingkuangyechengxianchuxiangsidequshi。

budebuchengrendeshi，gaoduanjinkouhuazhuangpinzaiguoquyidushiguorenyanzhongshenghuodiweidedaimingci，yincibushaoxiaofeizheyuanyiweizheixiepinpaizhifugenggaodejiage。raner，suizhejinnianlaijingjibuwendinghebuquedingxingzengjia，xiaofeizhexiaofeiguannianhuiguilixing，gengzhuzhongshangpinshijijiazhihexingjiabi。zheizhongqushicushibaojiedengguojimeizhuangjutoubudebuzhongxinshenshiqijingyingcelve，bingqiesuizhigaibian。

国际美妆巨头在华“求变”

shishishang，buzhishibaojiezaihuadejingyingcelvebianle，guojimeizhuangjutoufenfendiaozhengleqizaihuadejingyingcelve。yiaimolitaipingyangweili，benyue，gaigongsijigongbulequanxindezhanlveguihua，qizhongmingquetidao“jianggaibianciqianyizhongguoshichangweihaiwaishichangzhongxindezhanlve，jiangzhongdianfalimeiguo、ouzhoudengshichang。”

jutidaodazhonghuaqulaikan，aimolitaipingyangzai《2024nianqiyejiazhitishengjihua》biaoshi，yaoshixiandazhonghuaquyingkuipingheng，bingqiehaitidaojianggaishanjiaoyijiegou，tongguoyouhuaxianxiaqudaolaitigaoyinglinengli；peiyuzhongdianpinpai；tongshitongguoyouhuakoldengbuju，qianghuazaizhongguoqudedianshangyunying。

erzaiganggangjieshudejinbohuizhong，geguojimeizhuangjutouyejinyibuzhanxianletamenzaizhongguoshichangdexincelvehexindongzuo。

liru，oulaiya、kedifenbiedailaileqixiazhuanyanxihupinpaipureologypuruoqi、gaoduanxiangshuipinpaiyingfeimandiinfiniment coty paris，zheilianggepinpaijunxishoucicanjiajinbohui，bingqiepuruoqiyezaijinboqijianshangxiankuajingdianshangqudaojinxingfashou，zhanxianleoulaiyaduizhongguoshichangdezhongshichengdu。

yashilandaigengshishoucifabuzhongguonvxingdedashujuyanjiu，weizhongguofanrenqunfusefenbuhepifujilitansuotigongcankaoyiju，tongshihaizhanshileduogezhenduiyazhouxiaofeizhetebieshizhongguoxiaofeizhedexuqiuerdazaodezuixinmeizhuangchanpinchuangxinshili。erlianhelihuazezaizuixinfabudecaibaozhongtichu，“gongsizhongxinshenshileyunyingmoshi，jiangbagengduodexiaoshouziyuan、gongyinglianyijiyanfatoururumeiguo、yingguo、zhongguo、baxi，haiyouyindunixiyadengguojia。”

zhengtilaikan，guojimeizhuangjituanzaihuacelvediaozhengbingfeigeli，zheiyefanyinglequanqiujingjigejudeshenkebianhuayijizhongguoshichanghuanjingdedongtaidiaozhengduitamendeyingxiang。

yucitongshi，guojimeizhuangjutouduihuacelvedediaozhenghaitixianzailerenshidiaodongzhong。juqingyanhaowaibuwanquantongji，2024nianzhijinguojimeizhuangjituanshejizhongguoshichangdegaoguanrenmingzhishaofashengle10qi。qizhong，shejidao“yibashou”renmingyou7qi，zhanbichaoguoyiban。ciwai，haiyou2qishejidaolvyoulingshoushichangderenming。

xiangjiaoyuguowang，bentuhuarenmingzaijinnianbiandegengjiapinfan。liru，zaijinnianoulaiyajiangyuanzhongguogaodanghuazhuangpinbuzongjinglimaxiaoyushengrenweioulaiyazhongguofushouxizhixingguan，zheiyeshioulaiyashoucishelizhongguofushouxizhixingguanyizhi，zaiguanxuanxinrenmingshi，oulaiyabiaoshi“jianyuzhongguoshichangriyifuzaduobian”，zheiyenengkanchuoulaiyazhengqiwangjiezhugengweilejiezhongguobentushichangderenyuan，laidiaozhengbingshiyingzhongguoshichangdebianhua。

shishishang，bulunshiqudaozhongxindegaibianhaishipinpaiyinrudediaozheng，yihuoshirenshirenming，zheixiejunshiguojimeizhuangjituanduihuacelvediaozhengdeyigesuoying。sibinsai·yuehanxunzai《sheidonglewodenailao》yishuzhongshuodao：“weiyidebubianjiushibianhua。”dangxiashehui，shemeipingtai、xiaofeizhexihao、shichanghuanjingdouzaibuduanbianhua，meizhuangxingyeyebuliwai。ermeizhuangqiyeyaoxiangzaibuduanbianhuadehuanjingzhongbaochi“bubian”，zeweiyoujijiqiubian。

注:因平台规定，飞瓜平台最高显示数据为1亿元+，即超过1亿元均显示为1亿元+。