马应龙也做“防晒”，从价格到技术⋯⋯药企、美妆企业混战百亿元级赛道

Core Insights - The competition in the sunscreen cosmetics market is intensifying earlier and more fiercely in 2025, with numerous new products launched by various brands, including domestic and international players [1][2] - The market size of sunscreen cosmetics in China is projected to decline from 31.37 billion yuan in 2022 to 29.78 billion yuan in 2024, but is expected to recover growth in the following years [1] - The demand for sunscreen products has become a hard requirement for Chinese consumers, with 38.82% using sunscreen daily, an increase of 12.71 percentage points since 2020 [2] Product Launches and Trends - The number of approved sunscreen products has surged, with over 2,700 products approved in 2024, compared to 1,500 in 2023 and around 900 in 2022 [1][2] - Brands are focusing on product innovation, with an emphasis on efficacy and unique technologies, such as "霓纱防晒锁妆膜" by 花西子 and "御光滤" by 蜜丝婷 [3][5] - The sunscreen base makeup segment is experiencing significant growth, with sales of sunscreen foundation increasing by 517.7% year-on-year in 2024 [5] Market Dynamics - The entry barrier for the sunscreen category is relatively high due to regulatory requirements and the need for specialized ingredient development [3] - The market is witnessing a shift towards outdoor sunscreen products, with brands like 安热沙 targeting this segment [5] - The presence of foreign brands remains dominant, but domestic brands are gaining traction by offering competitive pricing [7][8] Consumer Behavior and Marketing - Chinese consumers exhibit diverse needs for sunscreen products, focusing not only on sun protection but also on safety, texture, and additional benefits like whitening [2] - Emotional value in product design and marketing is becoming increasingly important, with brands leveraging celebrity endorsements to drive sales [6] - The rise of mid-to-high-end brands is notable, with significant sales in the 200-500 yuan price range on e-commerce platforms [8]