浙江美妆“十四五”蝶变：产业升级与品牌出海并行

Core Insights - The Chinese cosmetics industry has undergone significant transformation over the past five years, shifting from dominance by international brands to the rise of domestic brands, with the retail market expected to reach 1,073.8 billion yuan in 2024 and domestic market share increasing from 52% to 55% [1] Group 1: Market Performance - Zhejiang province reported a retail sales figure of 32.41 billion yuan for cosmetics in the first three quarters of 2025, marking a year-on-year growth of 12.3% [1] - The province's cosmetics export value reached 11.058 billion yuan, with a year-on-year increase of 14.9%, ranking first in the country [1] Group 2: Industry Structure - During the 14th Five-Year Plan period, Zhejiang's cosmetics industry has developed a structure characterized by "one center, one window, and four bases," with Hangzhou as the headquarters and other cities focusing on various aspects of the cosmetics supply chain [1] - The "Beauty Town" in Huzhou has attracted over 100 upstream and downstream enterprises, showcasing a complete range of production lines for skincare, color cosmetics, and fragrances [2] Group 3: Corporate Development - Zhejiang Diefei Cosmetics Co., Ltd. has established a standardized GMP factory and an e-commerce park in Yiwu, along with a research and brand incubation center in Hangzhou, creating a new ecosystem for the beauty industry [4] - The Zhejiang Provincial Drug Administration has signed strategic cooperation agreements to promote high-quality development in the cosmetics industry, supporting regional brand building and cross-industry development [5] Group 4: Innovation and Sustainability - The province is leveraging its ecological resources to cultivate unique plant-based raw materials, transforming "green mountains and clear waters" into "ecological beauty" products [5] - Zhejiang has established a new raw material service channel and research centers, leading to 30 new raw material registrations, ranking third in the country, with a 300% year-on-year increase in new registrations this year [5] Group 5: Global Expansion - The global expansion of "Zhejiang Beauty" is supported by a well-structured supply chain and a thriving e-commerce economy, with a focus on enhancing brand recognition and influence internationally [6] - Policies have been introduced to facilitate the export of cosmetics, including customized measures for customs clearance and inspections, enabling faster and smoother international trade for Zhejiang's beauty products [6]