薇诺娜、可复美等主打功效型的国货护肤品，护城河在哪？

Core Viewpoint - The domestic functional skincare brands in China are facing challenges despite achieving significant sales during promotional events like Double 11, with concerns over product quality and market positioning becoming increasingly prominent [1][2][3]. Group 1: Market Overview - The Chinese skincare market has evolved over the past fifty years, starting from local brands like Meijiajing and Yumeijing in the 70s and 80s to the dominance of international brands such as Estée Lauder and L'Oréal, which now hold over 60% market share [2]. - As consumer expectations have shifted towards products that address specific skin issues, domestic brands struggle to compete against established international labels that have ingrained safety and efficacy perceptions in consumers' minds [2]. Group 2: Brand Strategies - Brands like Winona and Yuze have focused on soothing sensitive skin and barrier repair, capitalizing on a market trend that prioritizes these attributes over traditional Japanese skincare concepts [3][4]. - The success of domestic brands is heavily reliant on online sales channels, with companies like Betaini (Winona's parent company) reporting that 82.34% of their sales came from online platforms in 2021 [5]. Group 3: Financial Metrics - Domestic brands face high customer acquisition costs, with sales expense ratios for Betaini, Giant Biological, and Shanghai Jahwa at approximately 46%, 22%, and 40% respectively, compared to international brands like L'Oréal and Estée Lauder at around 30% and 25% [7]. - Research and development (R&D) expenditure remains low for many domestic brands, with Betaini's R&D rate at 2.99% and Giant Biological at 1.6%, significantly lower than international competitors like Shiseido at 4.3% [7]. Group 4: Future Challenges - Despite positive sales trends, the core competitiveness of domestic skincare brands hinges on their R&D capabilities, which need to improve to compete with international brands that showcase advanced technologies at events like the China International Import Expo [8][9]. - The overall market for domestic skincare is entering a new cycle, with uncertainty about which brands will successfully navigate the challenges ahead [10].