从爆款到品牌，国货美妆的升维之战 ｜ 出海参考

Core Insights - The current period is identified as the "best window" for Chinese beauty brands to expand overseas, supported by a growing global beauty market projected to reach $446.43 billion by 2025 and $1.2 trillion by 2030 [1][23] - Southeast Asia, particularly Vietnam, is highlighted as a key growth market for Chinese beauty brands due to its large population and high acceptance of Chinese products [1][2] Market Dynamics - Southeast Asia has a population of 670 million, with 65% aged between 18-35, and 78% acceptance of high-quality domestic products [1] - Brands like Colorkey, Han Shu, and Judy Doll have successfully penetrated the Vietnamese market, achieving significant sales milestones on platforms like TikTok [1][2][3] Competitive Landscape - The initial market entry strategy for many Chinese beauty brands relied on single product "hit" strategies, but the focus is shifting towards brand building and comprehensive market strategies [4][9] - There is a notable challenge in brand recognition, with Chinese brands still categorized as "others" in consumer perception compared to established Western and Korean brands [4][5] Brand Strategy - Successful brands are now prioritizing product quality and brand identity over low-cost strategies, with a focus on R&D and efficient operations [5][10] - Localized teams and tailored marketing strategies are essential for effective brand positioning in overseas markets [10][12] Content and E-commerce Integration - The rise of content-driven e-commerce platforms like TikTok is reshaping how beauty brands engage with consumers, allowing for lower-cost market entry and effective brand building [17][19] - Brands are leveraging TikTok for both product promotion and brand identity establishment, utilizing influencer marketing and user-generated content [11][21] Future Outlook - As competition intensifies in high-end markets like Japan and the U.S., collaboration among Chinese beauty brands is encouraged to enhance market presence and consumer trust [22][23] - The current global landscape presents a unique opportunity for Chinese beauty brands to capitalize on their supply chain strengths and adapt content for global markets [23]