孙颖莎3亿估值领跑，柯淳分走中小品牌预算，美妆营销正在 “去影视明星化”？

Core Insights - The beauty and personal care market is experiencing a surge in Q1 2025, driven by the spring shopping season and International Women's Day, with brands heavily investing in marketing and celebrity endorsements [1][11][13] - Celebrity endorsements remain a dominant strategy in the beauty sector, with significant participation from both entertainment and sports figures [4][39] - The sunscreen category is particularly competitive, with brands launching new products and leveraging high-profile endorsements to capture market share [11][13][15] Group 1: Market Trends - The beauty and personal care market has seen a 45% year-on-year increase in average viewership for live-streaming sessions, with celebrity appearances yielding conversion rates three times higher than regular sessions [4] - The endorsement of sports celebrities has surged by 68% year-on-year, outpacing entertainment celebrities' growth of 32%, indicating a shift towards "health and vitality" marketing [4][26] - The sunscreen market is evolving, with brands like Perlay and Huaxizi launching innovative products to extend sales beyond the traditional summer peak [11][13] Group 2: Celebrity Endorsements - In Q1 2025, Meng Ziyi led with 10 endorsements across brands like Guerlain and Mofashijia, while Zhu Xudan and Li Yunrui also secured multiple endorsements, showcasing a trend of high-frequency exposure [3][4] - Notable endorsements include Liu Yifei for Perlay and Yang Zi for Gu Yu, highlighting the strategy of using top-tier celebrities to enhance brand visibility [14][15] - The rise of sports figures like Sun Yingsha and Wang Chuqin as brand ambassadors reflects their growing commercial value, with endorsements translating into significant sales boosts [27][28][44] Group 3: Marketing Strategies - Brands are increasingly focusing on differentiated product offerings and leveraging celebrity endorsements to create a strong market presence [11][15] - The strategy of using celebrities with broad appeal, such as Liu Yifei, aims to build a wide consumer recognition base, while leveraging top-tier celebrities like Cheng Yi for short-term sales spikes [15][20] - The integration of short drama actors into marketing strategies is becoming more prevalent, as they offer high fan engagement at lower costs compared to traditional celebrities [39][45] Group 4: Consumer Behavior - The consumer landscape is shifting, with younger demographics exhibiting diverse purchasing behaviors, prompting brands to adopt targeted marketing strategies [13][21] - The emergence of organized fan activities, such as purchasing strategies among Sun Yingsha's fans, illustrates the potential for athlete endorsements to drive sales through community engagement [40][42] - The competitive landscape in the sunscreen market is characterized by a proliferation of choices, necessitating brands to refine their positioning and outreach strategies [13][21]