开店超80家的穷鬼超市鼻祖，在革“贵妇美妆”的命

Core Insights - Aldi's Lacura brand has successfully launched a caviar essence series that has gained significant traction on social media, indicating a shift in consumer behavior towards purchasing beauty products in supermarkets rather than traditional beauty counters [1][4] - The pricing strategy of Lacura is a key factor in its appeal, with products priced significantly lower than luxury brands, making them accessible to a broader consumer base [2][12] - The growth of Lacura reflects a broader trend in the retail industry where supermarkets are increasingly competing in the beauty sector, leveraging their established trust and lower cost structures [5][14] Pricing Strategy - The Lacura caviar essence series includes products priced at 19.9 yuan for cleansing milk, 49.9 yuan for essence and cream, and 14.9 yuan for a pack of five masks, totaling just over 200 yuan for all seven core items [2] - In contrast, a similar luxury brand's cream is priced close to 5000 yuan, highlighting the significant price gap [2] Market Positioning - Lacura aims to attract new consumer demographics by positioning itself against high-end beauty brands while ensuring quality standards are met or exceeded [4] - The brand's development has been synchronized with Aldi's global expansion, indicating a strategic approach to market entry and brand establishment [5] Consumer Behavior - A shift in consumer perception is noted, with 74% of beauty consumers believing that affordable products perform similarly to high-end ones, particularly among younger demographics [8] - Social media plays a crucial role in shaping consumer choices, with user-generated content influencing perceptions of price and effectiveness [9][10] Retail Dynamics - Supermarket beauty products operate under a different consumer psychology, where trust is placed in the retailer rather than the brand, and purchasing decisions are simplified [10][12] - The low marketing costs associated with supermarket brands allow for competitive pricing without compromising product quality [12][14] Competitive Landscape - The competition in the beauty sector is evolving, with supermarkets like Aldi taking the lead in offering affordable alternatives, shifting the narrative from brand-driven to retailer-driven [14] - The success of Lacura signifies a transformation in the beauty market, where traditional brand narratives are being replaced by straightforward pricing and accessibility [14]