2025 年防晒化妆品赛道竞争激烈，品牌各出奇招

Core Insights - The competition in the sunscreen cosmetics market is intensifying, with numerous domestic and international brands launching new products, including Miss Tina, Plant Doctor, Anessa, and Huaxizi [2] - Consumer demand is driving the growth of sunscreen beauty products, with 38.82% of consumers using them daily, an increase of 12.71 percentage points since 2020 [2] - Despite the increase in product launches, market growth is slowing, with the market size expected to decrease from 31.37 billion yuan in 2022 to 29.78 billion yuan in 2024, although recovery is anticipated in the coming years [2] Market Trends - Brands are focusing on niche segments, with sunscreen foundation becoming a popular category, showing a sales increase of 517.7% year-on-year in 2024 [2] - Outdoor sunscreen products are also gaining traction, with brands like Anessa and Diqiao launching new offerings tailored for outdoor use [2] - Product development emphasizes efficacy and ingredient upgrades, with innovations such as Lin Qingxuan's "net film sunscreen technology" and Miss Tina's "royal light filter" [2] Brand Dynamics - Foreign brands like Miss Tina and Anessa currently dominate the market, but domestic brands are gaining traction through competitive pricing, with products from brands like Meikang Fendai and Liusi Mu performing well on platforms like Douyin [3] - The transaction volume for mid-to-high-end products priced between 200 yuan and 500 yuan has surpassed that of products priced between 50 yuan and 100 yuan on the "Tao Tian" platform [3] - As summer approaches, competition in the sunscreen cosmetics sector is expected to intensify further [3]