打通产学研 串起创新链 国货美妆从流量竞技转向科技驱动

Core Insights - The Chinese cosmetics market is projected to reach a total transaction value of 1,073.822 billion yuan in 2024, marking the second consecutive year of surpassing the trillion yuan mark, with domestic brands accounting for 55.2% of the market share, indicating significant growth potential [1] - The industry is shifting from a marketing-driven approach to one focused on solid research and genuine efficacy, as highlighted by HBN's founder, emphasizing the need for domestic brands to invest in long-term research and innovation [1] - The current consumer trend shows a more rational approach, with leading brands increasing R&D investments to attract consumers through high-quality products and differentiated brand highlights [1] Industry Development - The transition from quantity to quality in domestic cosmetics relies on high-quality innovation and supportive industrial policies, with the regulatory framework continuously improving, including the implementation of the Cosmetics Supervision and Administration Regulations [2] - The synergy between policy support and industry development has fostered a robust ecosystem in Shenzhen, which provides a strong foundation for innovation and a platform for the application of new materials and technologies [2] - Local companies focusing on R&D are accelerating the transformation of technological achievements, with HBN emphasizing the effectiveness, stability, and efficacy verification of new ingredients [2] Company Achievements - HBN was recognized as a national high-tech enterprise in 2021, selected as a specialized and innovative small and medium-sized enterprise in Shenzhen in 2023, and designated as a Guangdong Provincial Engineering Research Center for Efficacy Skincare Innovation in 2024 [3] - HBN is leading the establishment of a group standard for "Guidelines for the Weight Assessment of Efficacy Evidence in Cosmetics" in collaboration with the China Quality Inspection and Testing Science Research Institute [3] - The industry is witnessing a transition from manufacturing to quality and intelligent production, as stated by the chairman of the Guangdong Cosmetics Society [3]