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]
欧莱雅抛出比GMV更看重的1.5亿消费者触达目标，海外巨头与国货美妆此刻殊途同归