“颜”值经济新篇章：2025年中国美妆市场行业报告

Core Viewpoint - The Chinese economy has shown resilient growth, with GDP reaching 101.5 trillion yuan and a year-on-year increase of 5.2%. The beauty industry, as a key component of the "aesthetic economy," is reshaping consumer patterns, reflecting a structural shift in consumption from material to emotional needs [1][8][18]. Group 1: Economic Context - The beauty industry is a significant driver of the "aesthetic economy," indicating a transition in consumer spending from material goods to experiences and emotional fulfillment [1][8]. - China's cosmetic retail sales have grown from 204.94 billion yuan in 2015 to an expected 435.65 billion yuan in 2024, with a compound annual growth rate of approximately 10.5% [1][18]. - The market has maintained a scale exceeding one trillion yuan for two consecutive years, solidifying its position as the largest cosmetic consumption market globally [1][42]. Group 2: Industry Development - The beauty industry has evolved through various phases, including market reactivation, foreign investment, and a channel revolution driven by e-commerce and content platforms [1][8]. - The "14th Five-Year Plan" has prioritized the cosmetics industry, with multiple regulatory and innovation support policies set to be implemented by 2025, promoting lifecycle management and core technology innovation [1][26]. Group 3: Consumer Trends - The retail performance of cosmetics has shown a mixed trend, with significant sales peaks during promotional events, but also a decline in consumer confidence reflected in a consumer confidence index of 87.9 in June [19][23]. - The market is experiencing a shift towards high-quality, cost-effective products, with consumers increasingly favoring products priced between 300 to 500 yuan [60][61]. Group 4: Regulatory Environment - The regulatory framework for the cosmetics industry is transitioning from traditional post-market oversight to a more comprehensive lifecycle management approach, enhancing safety and quality standards [26][30]. - New policies are being introduced to encourage innovation in raw materials and support the development of high-end domestic brands, reflecting a commitment to high-quality industry growth [29][30]. Group 5: Market Structure - The Chinese beauty market is characterized by a high entry and exit rate for brands, with a significant number of new entrants relying on marketing and social media for rapid growth [50][51]. - The market structure shows a concentration of companies in economically developed regions, particularly Guangdong, which houses the largest number of beauty enterprises [47][48].