作者 | 周智宇 编辑 | 张晓玲 欧莱雅北亚及中国公共事务总裁兰珍珍依旧记得，怀揣着"让每一位中国女性都拥有一支口红"的梦想，欧莱雅在28年前进入中国市场。 如今，当初要做中国美妆市场第一的豪情已然实现。挤在小小的办公室里的十几个人，也扩张到1.5万人，欧莱雅在中国的品牌也从最早的3个，到如今的32 个。 这个背景下，国内外美妆企业的业绩呈现出差异化表现。高端国际品牌普遍失意，大众国货则继续攻城掠地，抢占消费者心智。 从财报看，欧莱雅集团全球销售额达434.8亿欧元，同比增长5.1%，创下历史新高。但北亚区（含中国）营收同比下滑3.2%，成为集团增长引擎中的"失速 点"。 这是欧莱雅在中国市场有记录以来的首次负增长，出现了"个位数的小幅下滑"。以至于欧莱雅集团CEO叶鸿慕也在财报会上，用"游戏更加艰难"形容中国市 场。当然，它依旧稳居中国第一大美妆集团的宝座。 3月31日的战略沟通会上，欧莱雅高管团队铺开了一张更大野心地图：到2030年，触及的中国消费者要达到1.5亿。目前这个数据是1亿。 五年时间里触达人群增长50%，是这家法国百年美妆巨头对中国市场的重新解构。 面对中国美妆市场从"高端化"转向"质价比" ...

Group 1 - L'Oréal is expanding its investment in the beauty ecosystem in China by establishing two new investment funds: the "Kaihui Future Beauty Fund" and the "Beauty Navigation Fund" [2] - The company aims to support the growth of Chinese beauty brands and related enterprises, emphasizing that investing in China is equivalent to investing in the future [2][3] - Despite global sales growth of 5.1% to €43.48 billion (approximately ¥327.3 billion), L'Oréal's sales in the Chinese market have declined for the first time [3][4] Group 2 - L'Oréal is focusing on a consumer-centric framework to adapt to the rapidly evolving demands of Chinese consumers, shifting from "cost-performance" to "value-performance" and then to "emotional-value" [5] - The company plans to reach 150 million consumers in China by 2030, targeting key consumer groups such as Gen Z, mature consumers, and men [5] - L'Oréal's strategy includes enhancing its brand matrix, introducing new brands, and innovating core products to meet consumer expectations [5][6] Group 3 - The company is expanding its offline presence, with plans to open 165 new high-end cosmetic stores in 2024, 72 of which will be in 39 cities [7] - L'Oréal is transforming offline channels from "sales points" to "experience points," focusing on creating immersive shopping experiences [8] - The company has created over 330,000 jobs in China, significantly impacting employment in related sectors [8] Group 4 - L'Oréal's R&D efforts in China are influencing global innovation, with successful products developed for the Chinese market being introduced worldwide [8][9] - The "L'Oréal BIG BANG Beauty Tech Co-Creation Program" has been launched to stimulate innovation among startups and SMEs in the beauty technology sector [9]

Core Insights - L'Oréal China is committed to long-term investment in the Chinese market, emphasizing its belief that investing in China is investing in the future [1][3] - The company aims to maintain its leadership position as the number one beauty group in China, focusing on collaboration across four major departments [5] Group 1: Market Confidence and Employment Impact - L'Oréal's CEO for North Asia expressed strong confidence in the Chinese beauty market despite global uncertainties, highlighting that L'Oréal China provides over 330,000 jobs, with each job creating an additional 20 jobs in other sectors, significantly higher than the industry average [3] - The beauty sector is identified as a key area for Sino-French cooperation, facilitating exchanges across various fields [3] Group 2: Strategic Focus and Consumer Targeting - L'Oréal plans to tap into the growth potential of Generation Z, mature consumers, and male demographics, aiming to reach 150 million consumers in China by 2030 [5] - The company is enhancing local R&D investments and innovation capabilities, launching the "BIG BANG Beauty Tech Co-Creation Plan" in 2025, which will focus on sustainability and AI integration [7] Group 3: Financial Goals and Management Adjustments - L'Oréal has set a sales growth target of approximately 5% in China for 2025, following a challenging previous year with a slight revenue decline [7] - Recent management changes include the appointment of a new general manager for L'Oréal Paris China, aimed at strengthening local operations amid sales challenges [8]

3 月 31 日，欧莱雅中国在 2024/2025 年度发展战略沟通会上宣布成立两大全新投资基金，分别为 "凯辉创美未来基金" 和 "美丽领航基金"，聚焦中国美妆相 关产业投资、孵化、科技创新合作。 欧莱雅北亚总裁及中国首席执行官博万尚在沟通会上多次强调 "投资中国就是投资未来"。2024 年，欧莱雅虽面临市场挑战，但仍保持中国第一美妆集团的 领导地位，旗下巴黎欧莱雅、兰蔻、卡诗以及皮肤科学美容事业部在各自领域成绩斐然。博万尚表示，2025 年欧莱雅将继续加大在华投资力度，在创新、 社会、人才、生态圈等重点领域持续发力，强化中国市场在集团战略中的核心地位。 据了解，"凯辉创美未来基金" 由欧莱雅与凯辉基金、上海静安区合作成立，专注投资中国美妆护肤产业的创新趋势与品类，旨在寻找并扶持新一代兼具功 效与品牌影响力的行业领军企业；"美丽领航基金" 则由欧莱雅与天图投资合作设立，投向以早期及成长期为主的美业及产业上下游相关领域，聚焦兼具科 技创新和可持续价值的品牌。 事实上，这并非欧莱雅首次在华成立投资公司。2022 年 5 月，欧莱雅就在上海奉贤东方美谷成立上海美次方投资有限公司，由欧莱雅（中国）全权控股， 重点关 ...

2024年，欧莱雅不断从多维度加码投资中国市场，包括在苏州启用集团首个智能运营中心，提升供应链 灵活性和能力，满足日益增长的电商市场需求，以及投资颜术医美，抢抓医美赛道新机遇等。欧莱雅方 面表示，欧莱雅充分看好中国市场无限潜力，今年将继续贯彻全球的"美丽跃升计划"（Beauty Stimulus Plan）加大在华投资力度，在创新、社会、人才、生态圈等重点领域持续发力，进一步强化中国市场在 集团战略中的核心地位，为未来积蓄发展新动能 。如在投资创新方面，加大本土研发投入，强化研发 创新实力，释放开放式创新生态圈潜力以及投资社会、投资人才、投资生态圈。近日，欧莱雅中国成立 了两大全新投资基金，致力支持中国美妆新势力品牌及相关行业企业。如与凯辉基金和上海静安区合作 成立的基金，将重点投资处于成长阶段的美妆品牌和相关企业，另一支基金由天图投资管理，与欧莱雅 集团战略创新风险投资基金公司BOLD合作，旨在投资同领域的早期公司。 北京商报讯（记者 张君花）3月31日，在欧莱雅中国举办的"大美泱泱，向美而升——2024/2025年度发 展战略沟通会"上，欧莱雅北亚总裁及中国首席执行官博万尚、欧莱雅中国副首席执行官及高档化 ...

欧莱雅方面表达了对中国美妆市场的坚定信心。 3月31日，欧莱雅中国举办了2024/2025年度发展战略沟通会。欧莱雅北亚总裁及中国首席执行官博万尚等高管分享了欧莱雅在华最新业绩和战略发展重心。 "我们坚信，投资中国就是投资未来。我们将秉持长期主义，继续深耕中国市场。" 欧莱雅北亚总裁及中国首席执行官博万尚表示。 沟通会上，面对当今世界的不确定性和不稳定性，博万尚表达了对中国美妆市场的坚定信心。信心一方面来自中国高质量发展带来的确定性和稳定性。 中国极具活力的美妆行业。以欧莱雅中国为例，据法国独立经济咨询公司Asterès统计，其直接或间接提供就业岗位超过33万，相当于每一个欧莱雅中国的岗 位，可以带动其他领域新增20个岗位。 欧莱雅始终相信青年人才的无限潜力，通过BRANDSTORM全球青年创新策划大赛、"美好青年计划"等多元项目赋能其全方位成长。就在上周，2025欧莱雅 中国"有意思青年"正式启动。欧莱雅集团首席执行官叶鸿慕首次深度参与，并宣布2025欧莱雅中国"有意思青年"全新出发，校园义卖、黑客松、公关大赛三 大青年赋能赛道全线开启。而这也是欧莱雅在中国投资人才的一个表现。 欧莱雅中国方面表示，美妆作为 ...

Core Insights - The Chinese beauty industry is experiencing cyclical fluctuations, impacting the focus and strategies of industry players [1][2] - L'Oréal China aims to increase its consumer reach from 100 million to 150 million by 2030, shifting its focus from GMV to consumer engagement [2][3] Group 1: Consumer Reach and Market Dynamics - L'Oréal has successfully reached 150 million consumers, emphasizing the importance of understanding market changes and consumer needs [1][2] - The company identifies high-potential consumer segments, including Generation Z, mature women, and men, as key growth areas [3][4] - The shift from traditional retail to experiential retail is evident, with L'Oréal transforming sales points into experience points [5][6] Group 2: Channel Strategy and Performance - Online channels have played a crucial role in penetrating 2,200 cities in China, while offline channels are being re-evaluated for their service capabilities [4][5] - Sales performance varies significantly across regions, with some sales representatives exceeding their targets by substantial margins [5][6] - L'Oréal's commitment to enhancing the offline experience is reflected in its focus on service quality and employee support [6][7] Group 3: Product Innovation and Brand Strategy - L'Oréal continues to innovate with new products that cater to evolving consumer preferences, such as the third-generation cream and specialized skincare lines [7][8] - Domestic brands are also expanding their product lines, with companies like Lin Qingxuan and Ju Yi Group diversifying into new categories [8][9] - The competitive landscape is marked by the emergence of personalized domestic brands, which are beginning to adopt multi-category strategies [9][10] Group 4: Financial Performance and Future Outlook - Ju Yi Group reported a 36% revenue growth target for 2024, highlighting the potential for domestic brands to capture market share [8][9] - L'Oréal's long-term investment strategy in China aligns with its mission to create beauty and meet the increasing consumer demand for quality [11]

投向以早期及成长期为主的美业及产业上下游相关领域，兼具科技创新和可持续价值的品 牌。 本文为IPO早知道原创 作者｜ Stone Jin 微信公众号｜ipozaozhidao 据 IPO早知道消息， 欧莱雅 日前 宣布与天图投资合作成立美丽领航基金，该基金将投向以早期及 成长期为主的美业及产业上下游相关领域，兼具科技创新和可持续价值的品牌，以支持中国蓬勃发展 的美业市场，为中国乃至全球消费者创造更多更美的体验。 作为 中国最早专注于消费领域的投资机构，天图投资在消费领域积累了丰富的行业资源，并形成了 系统化的投研体系。通过行业洞察积累和产业资源链接，此次合作将促进中国美业生态系统的增长和 创新。欧莱雅作为基金的基石投资者，其强大的研发创新能力与全球化视野将为利益相关方的可持续 发展提供助力。 欧莱雅北亚总裁及中国首席执行官博万尚表示： "中国正引领全球美妆市场的未来，因此，'投资中 国，就是投资未来'成为我们的核心战略。此次合作彰显了我们与中国美妆生态圈携手创新、合作共 赢的坚定承诺。我们相信，欧莱雅的全球美妆领导地位与天图投资的专业实力强强联合，必将激发创 新活力，催生突破性美妆理念，推动中国品牌走向世界舞 ...

新浪科技讯 3月31日晚间消息，今日，欧莱雅宣布与天图投资合作成立美丽领航基金，该基金将投向以 早期及成长期为主的美业及产业上下游相关领域，兼具科技创新和可持续价值的品牌。 据了解，做为中国最早专注于消费领域的投资机构，天图投资在消费领域积累了丰富的行业资源，并形 成了系统化的投研体系。通过行业洞察积累和产业资源链接，此次合作将促进中国美业生态系统的增长 和创新。欧莱雅作为基金的基石投资者，其研发创新能力与全球化视野将为利益相关方的可持续发展提 供助力。 "相信天图与欧莱雅本次携手将带来本土消费投资专家与全球顶级产业资本的'双螺旋'价值，期待欧莱 雅平台为基金投资组合企业搭建更广阔的舞台，天图也将积极发挥自身优势，打造更多具有品牌价值与 研发创新实力的美业标杆项目，助力欧莱雅构建更具活力的美妆生态，打造共创多赢合作新范本。美丽 领航基金也将与更多优秀创业者一道，为消费者美好生活贡献更多美业新力量。"（闫妍） 欧莱雅北亚总裁及中国首席执行官博万尚表示："中国正引领全球美妆市场的未来，因此，'投资中国， 就是投资未来'成为我们的核心战略。此次合作彰显了我们与中国美妆生态圈携手创新、合作共赢的坚 定承诺。我们相信， ...

Core Insights - The online beauty and skincare market in China is projected to reach a GMV of 420 billion yuan in 2024, showing a counter-trend growth despite the "consumption downgrade" narrative, indicating a complex consumer behavior where budget-consciousness coexists with a willingness to spend on high-value products [1][2][5] - The market is characterized by a dual focus on practicality and emotional value, leading to significant growth in mid-range products and innovative categories like "emotion skincare" and "tech skincare" [1][13] Group 1: Market Trends - The beauty and skincare market's online sales are expected to reach 420.15 billion yuan in 2024, reflecting a year-on-year increase of 8.4%, with a volume of 4.89 billion items sold, up 7.4% [2] - In the context of "consumption downgrade," consumers are increasingly price-sensitive, with mid-range products dominating the market due to their cost-effectiveness [5][7] - The market continues to concentrate around leading and mid-tier brands, with the top 10 brands experiencing a sales growth of 17.1% and an increase in market concentration [9] Group 2: Product Innovations - The integration of skincare and makeup is creating new opportunities, with the foundation category seeing a remarkable growth of 43.5% [10][15] - The demand for multifunctional products is rising, with emotional healing and whitening being key growth drivers in the powder market, which achieved a sales figure of 5.05 billion yuan in 2024 [15] - The "emotion skincare" segment has seen a staggering growth of 466.7%, driven by consumer demand for products that address psychological needs [13] Group 3: Sunscreen Market Dynamics - The sunscreen market is evolving, with sales expected to reach 12.7 billion yuan in 2024, marking a 3.1% increase, as consumers seek products that combine skincare and makeup [22][24] - The demand for diverse sunscreen products is growing, with innovative combinations like sunscreen foundation seeing a sales increase of 517.7% [24] - Brands like L'Oréal are successfully adapting to the trend of multifunctional products, achieving a 116% growth by offering a wide range of sunscreen solutions [27][32]