wen | chunleishe lin

编辑 | 江流

guoneimeizhuangchanyelianderongzidingfengzai2021nian。bishi，zhongyoupinpaishimingrizhixing。suihouliangnian，rongzijinelianxuyaozhan，zibentuichao。

2024nianyizhiweisheng，yiniandemeizhuangchanyetourongzichuxiannaxiequshibianhua？zaizibenfengxiangshoujindedahuanjingxia，nadaorongzide「xingyuner」jubeinaxietezhi？zibenzenyangkandaimingniandemeizhuangsaidao？womenzhenglilequannianchanyetourongzijiaoyishijian，yefangwenleyixiechuangtouqiyeyutouziren。

juchunleishebuwanquantongji，jiezhi12yue7ri，2024nianquannianguoneimeizhuangchanyetourongzijiaoyi（hanipo、shoubinggou）shijiandadao64li，jiaoqunianyousuozengjia。

fenshangxiayoulaikan，shangyourongzi18li，gehumeizhuangpinpairongzi22li，qingyimeirongzi17li，fuwushang/jiancejigourongzi7li。

fangxiangshang，yuanliaoshangyiranxijin，yuqunianbuxiangshangxia；xiaofeitouzizhengtijijingdedabeijingxia，meizhuanggehupinpairongzishuliangyujinedouxiangdangyouxian；qingyimeilingyunei，shangxiayouzhenghepinxian，chanyezibenfengqiyunyong。

congtouziluncilaikan，duoshujizhongyutianshilunyualun，blunyihouderongzida13li；zhanlve/guquanrongziduoda18qi。

congshijianxianlaikan，shangbannianrongzihuoyuechengdugenggao，tourongzijiaoyishijiangong41qi，dadaoxiabanniandejinliangbei；erxiabannianderongzijiaoyizhong，caiwutouzizhoujian，zhanlverongzi、guquanrongzimingxianzengduo。

Part 01 原料商： 快步入场，抢上牌桌

zongguanshangxiayou，yuanliaoshanglingyuchixuxijin。rongzishuliangtongbiqunianlveyouxiahua，danfengkourengzai，zibenpaiduiruchang。

hechengshengwujishuqiyerengshijinnianzuidayingjia，shangyouyuanliaoshanglingyurongzi18li，chaoguo10qiyuhechengshengwuxiangguan。

hechengshengwubujinnenggoubangyuanliaoshangtuposhangyoucailiaoxianzhibilei，haibaohanjishuchuangxindexiangxiangli、yinghekechixufazhanxinlinian，jianzhidiaozulezifangweikou。

luodidaojutiyingyongzhong，zhongzujiaoyuandanbaizheiyisaidaojinnianrengyouduojiazibenzhulu。

11yue，chuangjianyiliaozhengshizaixinsanbanguapaishangshi，chengweiguoneijijuzishengwu、jinboshengwuwaidezhongzujiaoyuandanbaidisangu。zuoweiyimenyibeishichangyanzhengguodehaoshengyi，zibengengleyujiadachouma。

zhuanzhuyuzhongzudanbaichuangxinyaowudejunhemengshengwujinnian1yue、9yueliangdurongzi，yipilueduchaoguo3yiyuanrenminbi；qizaiyandanbaibaokuozhongzuixingrenjiaoyuandanbaijizhongzuiiixingrenjiaoyuandanbai，muqianyichenggongtupozhongzurenjiaoyuandanbaideguimohuafajiaoyuchunhuajishu，wanchengxiangguanchanpingongyehuashengchangongyidekaifa。

xiangyashengwunianneiyeliangdunadaorongzi，tuanduizhuanjiabeijinggewaixingmu，nangkuonuobeieryixuejianghuodezhe、zhongkeyuan、aomendaxuedengwaizhimingyuansuoxuezhe；qiyewutongyangjujiaoyuzhongzujiaoyuandanbaizaiyimeilingyudeyingyong，tongshiyewuyefugaiyansuyixuelingyudeii/iiileiyiliaoqixiejixibaochanpindeyanfajichanyehua。

disanjianianneinadaolianglunrongzideshiguanchenshengwu。chuyuliangchanqianyedeguanchenshengwu，zai12yuegangwanchengletianshi+lunrongzi，kaifengchuangtoulingtou，chizijijin、shuimuqinghuaxiaoyouzhongzijijingentou，tianshiluntouzifangshunweizibenchixujiama。

guanchenshengwuweibentuyuanliaochuangxinyanfashang，youxinjiapoguolidaxuehaiguiboshituanduichuangli，chuangshituanduizaimeizhuangxingyejingyanposhen，xiangjiaoyuqitayuanliaoyanfashangchanyechuizhidugenggao。chuangshirenqiaojianhaishigequanwangfensibaiwandemeizhuangkepubozhu。

jinnianshangyouyuanliaoshangrongziyidatezhengshi，fenbugengweijizhong。yongqiaojiandehualaishuo，handehansi，laodelaosi。「youxiemingxingqiyenadaodaliangrongzi，tuanduixuetougengda；danwoyanliyixiebucuodelaopaiqiye，yinweihennanjiangchuyigexinggandezengzhanggushi，xiyinbudaotouziren。」

zhongzujiaoyuandanbaideshichangshentoulvrengranyouhendakongjian，zibenrepeng；danshirujuzheyuelaiyueyongji，yeyaokaishikaolvbaohejingzhengdehouguo。

congshiyimeixingyeduonian、rujintoushenbinggoushiyedefuhuagaosuchunleishe，congcaiwujiaodukan，shangyoujinglirunlvgao，zibenkendinggengxihuan。danshizheimeduodezijindoushajinlaichongshangyou，mairujiayeshuizhangchuangao，weilaishouyilvkenenghuimanmanxiajiang。「touzirendezijinyebingbuhuirengdaoyigelanzili，dangxiakenengchaoguoqichengtoushangyou，fenchuyiliangchengcanyufuhuazhongxiayou。」

2020nianyilai，meizhuangqiyecvcbujumingxianzengduo。qunianzibentuichao，cvccunzaiganmingxianqianghua；jinniandehuoyueduzeyousuoxiajiang，chushougengjiangwenzhunhen。

zhanlvetouzipinfan、chanyelianshangxiayouzhenghe，shichanyeshendujingzheng、zouxiangjizhonghuawukebimiandexianxiang。longtouqiyeweilehubu、qianghua、zengqiangkongzhi；bimianpohuaixingchuangxinwanjiachuxianzaimangqu、yekuaisuzhanlingxinsaidao。meizhuangcvctouzidezhanlveyituyebuwaihuzheijidian。

lingyifangmian，zhanlvetouziduiyewufanbudeyouxiaoxingnanyidachenggongshi。jiunapinpaifangmiaozhunyuanliaoshangzheiyidianlaishuo，qiaojianbiaodaletadekanfa。

「haishiyinweizhongguoshichangtaijuanle，pinpaizhinengcongchayihuatuwei。neizenmequzuochayihuani？kenengjiudoujizhongdaoziyanyuanliaoshangle。womenkandaolehenduosuoweidedujiayuanliao，danshilizhenzhengdeziyanhaichashiwanbaqianli。」

duiyumuqiandanyaochongzudeguanchenshengwulaishuo，qiaojianmingqueleduanqineibukaolvzhanlvetouzi，zhikaolvcaiwutouzi；bimianxianru「zhanweimaodun」，erduiweilaideyewuhezuoshexian。

Part 02 个护美妆：散场时代，酒冷茶凉

2022nian，guoneixinxiaofeitourongzihuanjingzhouleng；2023nianchixuxiaxing。shuyuxiaofeipinpaide「zibenzaoshen」shidaiyijingshiqu。

jinniandemeizhuanggehupinpaitourongzichixuyuleng。qianyoumeizhuangpinpaishangshipofa、shizhiruijian，houyouqiyeipolvlvshibaidecanzhaoxia，zibenyuefajinshen。

xiaotiaodaoshenmechengduni？fuhuagaosuchunleishe：

「youshihouwomenqutingyigeluyan，yuanliaoshangdajiatingdedouhenrenzhen，ruguoturanlaiyigepinpai，neixianchangtouzirenkenengjiuzouleyidaban，quchichaxiele。」

jutidaoshuzishang，jinnianmeizhuanggehupinpairongzigongyou22qi，qizhonggehusaidaofenbujiejin50%，dadao9qi。rongzianlishao、rongzijinedi。

 

jinnianbeizibentiaozhongdepinpaijizhongyuxifensaidao，mubiaohuaxiangjingxichuizhi；bufaxinlanhaikaituozheyuyitulingleituweidewanjia。pirudingweimuyingxihudedaikesi，jinnian4yuewanchengleblunrongzi；dingweinanshilirongpinpaishangdebufflabwanchenglealunrongzi，chuangyehouqigengshijiangchanpinjujiaoyunanshifaxinghuli；chongwumeirongxihufuwushangmuhelinjinnian3yueyewanchenglealunrongzi。

gehufangmian，kouqianghulijinnianyousanqitourongzishijian。oukelinzaijinnian4yuewanchengleyilunyiyuanrongzi，weiraokouqiangjiankanghuli，qixiachanpinbaokuozhinengshengbodiandongyashua、chongyaqi、kouqiangsaomiaoyideng，muqianhaiwaiyewuzhanbidadaojiucheng。

jinnian10yue，baixiwanchengleyilunguquanzhuanrang，ruoyuchenshougoulegongsi2.25%guquan。baixichuangliyu2021nian，dingweigongnengxingkouqianghuli，yuyiyaojikouqianghulichanpintuwei，cengtuichukangtangshukoushui。

jubuwanquantongji，meizhuanghehufupinpaijinnianrongzijiaoyiyoubaqi，duoyiguquanzhihuandefangshinadaorongzi，dougewaididiao。

hufupinpaizhong，xiabannianzhiyoulinqingxuan、zhenrannadaorongzi，qiejunweiguquanrongzi。meizhuangpinpaiquanniansiqirongzishijianzhong，liangqijunshichuandaijiaqiye。jinnianhaiyoucaizhuangpinpaiinto youwanchengleyiqiguquantouzi，touzifangweihangzhouganbeichuangyeqiye。

qunianyinian，duogeguojimeizhuangjutoudexianghuayewunishizengzhang。guoneidexiujuejingjidaxingqidao，xiangfensaidaorongzipoweihuore。jinniankainian，liangjiaguochangaoduanxiangshuixiangfenpinpaixiangjiwanchengrongzi，xiangshuixiangfenpinpaiwenxiandocumentswanchenglelaiziushopal groupdexinyilunrongzi、guanxiato summeryenadaolelaizioulaiyajituandeyibitouzi。

duibiguojixiangshuishichang，dangqianzhongguodizhi5%dexiangshuishichangshentoulvrengranjijuxiangxiangli；tongguotouzi「dongfangxiang」pinpai，guojipinpaiyekeyikuaisuzaixiangfensaidaozuochayihuabuju，zheishixiangfenpinpaibeishouqinglaideliangdianyuanyin。

buguo，jinnianxiabannian，guoneihaiweiyoupilurenheyilixiangfenpinpairongzianli。genjufeiguashuju，jinnian1-9yue，taoxixiangshuixiangfenchanpinzongxiaoshouewei48yiyuan，tongbixiajiang14.6%，xiaoliangweidie；douyinfangmianzongxiaoshouetongbixiadie8.4%zhi25yiyuan，xiaoliangtongbizengzhangle14%。xiaofeishichangdeduanzanxingdimishifouhuiyinfaxiangfenpinpairongzidebianju，haishangweikezhi。

Part 03 轻医美： 产业投资，风起云涌

jinnianyimei/qingyimeilingyurongzishijian17qi，yuqunianbuxiangshangxia；yizhitourongzishijianjinechaoguo12yiyuan。

qingyimeitouzichuxianmingxianliangdatezheng：yuanliaoshangshouqinglai、qingyimeijigoubinggoupinfan。

jinnianlangziyimeichushoukuochuo，fenbiezai2yue、8yuewanchengleduizhengzhoujimei、beijinglidou、hunanyameisanjiayiliaomeirongjigoudeshougou，hejijinechaochu11yiyuan。

beijinglidou、hunanyameijunshichenglijiaozaodedaxingzongheyiliaomeirongjigou，qianzhequniannianshourudadao2.43yiyuan、jinglirun1842.55wanyuan；houzhenianshourudadao1.77yiyuan、jinglirun1253.24wanyuan。

langzizaonianconggaoduannvzhuangqijia，shangshihoutouzibujudakaidahe，2016nianqijinjunyimeilingyu，tongguoqixiaduozhibinggoujijinkaiqikuozhangzhilu。muqian，yimeiyewushouruyijingzhanlangzigufenzongshourusichengyishang。

ciwai，meilitianyuanyiliaojiankangchanyegongsijinnianhaiyi3.3yiyuandejineshougounairuier70%guquan。nairuiershiguangshendiquzhimingmeirongpinpai，qixiayou88jiafuwumendian，yewuhangaimeirong、meitiyubaojian。

raner，chulexingyeneidaezai「maimaimai」wai，qingyimeichanyeshangdezhongyoupinpaisihuyehennanzainadaoxingyewaidezibenguanzhu。

weishenmezibendoubuaitoupinpaile，fangdaoqingyimeiyeshiyiyangdedaoli。fuhuatidao，pinpaidelirunlvdi，zhongduanqinei（5-7nian）touzihuibaobiaoxiancha，caiwutouzirenbuhuikaolv。

qingyimeipinpaidezengzhangxielvtaipinghuan，nanyiyinghezibenguanzhude「chengzhangxing」。jiunamendianshuliangkuozhanglaikan，qingyimeiyijia1000pingmidemendian，touruchengbenjiuyaosanwuqianwan，hetankuozhangsudu。

buguo，qingyimeixingyedejiyueduhaihendi，muqianhaimeiyouyijiajigoushizhanlvnengdadao10%yishang，zibenqidaiyouyigelongtouchuxian。

「xiangyaozuochuyigetoubulaihennan，xuyaofeichangyounaixin。xiangjintianlangzideyimeiyingshoutupo20yiyuan，shiyinweiyijingtourule35-50yiyuan，zuolefeichangzhangxiandeguihua。ruguolangzikenengshibenzhechengweiyimeide「nongfushanquan」，neihaiyaojixuyongguimojishiyidebinggoujijinqushougougengduodeyimeijigou。」

suoyi，bujuyimeidekuajiewanjiayizhibushao。yifangmian，yaoqibujureqingbujian，congyansuyiliaojianrongzhuanruxiaofeiyiliao。jinnianjunhemengderongzifangchulexinyang，haiyouyaoqitonghuadongbao；zaipirujiangsuwuzhong，yimeiyewuyichengweiqixindelirunzengzhangdian。

lingyifangmian，xiangyaoxunqiudierzengzhangquxiandeshangshiqiyeyeshiweiyimeiyigehaobiaode。

jinniandianziyanlongtouqiyesimoerguojijinnianyuweiguangshengwukaiqizhanlvehezuo，yiwuhuadicengjishuweijichu，yituosimoerqixiakejihufupinpaimoyallanzhihezuotuichuleyaoxiejiehedewuhuajishutuichuyimeichanpin。zaipiru，muyingxiaofeipinpaijinfalabi，11yuediaozhengzichanzhongzujihua，jihuayixianjinfangshishougouzhuhaihanfei、zhongshanhanfeige51%deguquan。

zheimekanlai，duiyimeixingyedezhanlvetouzifanershigengyoujihuide。xingyeneiruxinyangzheiyangdedawanjiazaoyizaishangyou（touziyuanliao）、zhongyoujizhoubianjunyoubuju。duibiwanchengxinnengyuanqicheshangzhongxiayoubihuanchanyeliandebiyadi，weilaiyimeinengfouyezaizaoyigeshizhishenhua？fuhuarenwei，bukexiaoqu。