韩妆出海的二次跃迁

Core Insights - The global expansion of South Korean cosmetics has reached a new level, with exports hitting record highs and diversifying into various segments, particularly in emerging markets like North America [1][3] - The shift from a "Korean Wave single product-driven" model to a systematic collaboration of technology, branding, channels, and culture has allowed Korean cosmetics to establish a sustained trend in international markets [1] Group 1: Export Performance - In the first three quarters of 2025, South Korea's cosmetics exports reached $8.52 billion (approximately 606.27 billion RMB), marking a year-on-year increase of 15.4% and setting a record for the same period [1] - The third quarter alone saw exports of $3 billion (approximately 213.48 billion RMB), a 17.6% increase year-on-year, achieving the highest quarterly export figure in history [1] - Korean cosmetics were exported to a record 205 countries and regions, with the U.S. being the largest market at $1.68 billion (approximately 119.46 billion RMB), accounting for 19.7% of total exports [3] Group 2: Product Structure and Innovation - The export structure shows that base makeup accounts for 41.7% of total exports, with a value of $3.55 billion (approximately 252.44 billion RMB), followed by sunscreen and anti-wrinkle products at 25.5% [6] - New Korean beauty brands like TIRTIR and Beauty of Joseon have gained popularity globally, with major retailers like Ulta Beauty and Sephora introducing these brands to their shelves [6] - The innovation in product forms, such as cushion foundations and "no-makeup" looks, has allowed Korean cosmetics to define new usage scenarios and experience standards [7][9] Group 3: Strategic Insights for Chinese Cosmetics - The successful strategy of Korean cosmetics involves shifting from a "shelf product" mentality to a "anchor product" approach, focusing resources on a few core categories to redefine industry standards [21] - Chinese cosmetics brands are encouraged to leverage their understanding of local skin types and aesthetics to create 1-2 "anchor products" that represent "Chinese creation" on a global scale [24] - The competition in global markets is evolving from ingredient-based competition to product definition, necessitating a focus on creating iconic product forms that address global pain points [27] Group 4: Cultural and Aesthetic Framework - The deeper support for Korean cosmetics globalization lies in a complete "Korean aesthetic system," which promotes values like youthfulness and natural beauty through cultural narratives [27] - Different brands contribute to the narrative of "K-Beauty," creating a rich and attractive image of Korean cosmetics as a cultural symbol [27] - For Chinese cosmetics, there is a need to develop a unique "Chinese aesthetic system" that resonates globally, drawing from deep cultural roots while translating them into contemporary design language [30]