进口美妆品牌在华市场份额持续下滑

Core Insights - The overall trend of China's import and export market is positive, but the beauty and cosmetics sector shows a contrasting pattern with "cold imports and hot exports" [1][3] - In 2025, the export value of cosmetics increased by 10.4% year-on-year, while the import value slightly decreased by 0.3% [1][2] Import and Export Data - In 2025, the total import quantity of cosmetics reached 348,095.4 tons, a year-on-year increase of 7.2%, while the import value was 115.71 billion yuan, a slight decrease of 0.3% [2][4] - The import quantity of cosmetics has been on a downward trend since 2021, with 2025's figure of 34.8 tons being only slightly higher than 2024's [4][6] - The import value of cosmetics in 2025 was the lowest in nearly six years, indicating a significant decline in international beauty brands' market share in China [8][12] Market Dynamics - The decline in import value contrasts with the continuous growth of domestic cosmetics exports, which have seen a consistent increase for four years [15][31] - The top five countries for China's cosmetics exports in the first half of 2025 were the United States, the United Kingdom, Indonesia, the Netherlands, and Japan, with exports to Indonesia growing by 94.34% [21][24] Competitive Landscape - International beauty brands are facing challenges in the Chinese market, with many brands from Japan and South Korea experiencing significant sales declines [13][14] - Domestic brands are increasingly capturing market share, with some successfully expanding overseas through e-commerce and brand acquisitions [29][30] - The shift in consumer preferences and the competitive pressure from local brands are reshaping the market dynamics, indicating a need for international brands to adapt [12][31] Future Outlook - The ongoing adjustments in the global beauty market suggest that Chinese beauty brands are moving from domestic market competition to international expansion [31][32] - The ability to build global brand influence while leveraging supply chain advantages will be crucial for the future success of the Chinese beauty industry [32][33]