“质价齐卷”的防晒市场，欧洲高端防晒给出标答

Core Insights - The sunscreen market is experiencing a "quality and price dual decline," indicating a growth trap despite rapid expansion in recent years [2][3] - Brands are increasingly diversifying sunscreen products to meet more precise consumer demands, while technological advancements in "anti-light aging" are paving the way for the next growth phase [2][5] Market Overview - In 2024, the total sales of sunscreen products across major e-commerce platforms reached 15.278 billion yuan, a year-on-year increase of 2.12%, while the average price rose from 79.62 yuan to 89.88 yuan, despite a 9.54% decline in overall sales volume [3][4] - The price dynamics show a significant "hidden increase" in prices, with brands employing promotional strategies to boost average transaction values, even as sales volumes and per milliliter prices decline [4] Brand Performance - High-end sunscreen brands like Lancaster are emerging as market leaders by focusing on scientific innovation and addressing the "anti-light aging" trend [5][9] - Lancaster has seen explosive growth, with online sales on platforms like Douyin increasing by 155% and Tmall by 182% in the first quarter of the year, significantly outpacing overall platform growth [7][19] Product Innovation - Brands are launching multifunctional products, such as "sunscreen + whitening," to enhance consumer experience and shift towards "anti-light aging" efficacy [5][15] - Lancaster's new product lines, including "Platinum Sunscreen" and "Super Repair Sunscreen," cater to specific needs of medical beauty users, addressing post-procedure skin conditions [15][17] Marketing Strategy - Lancaster is leveraging partnerships with medical beauty institutions to provide tailored sunscreen solutions, enhancing its market presence among high-net-worth individuals [21][22] - The brand's marketing strategy includes collaborations with celebrities and influencers to strengthen its "scientific anti-aging" image, while also focusing on educational content to build consumer trust [26][28] Distribution Channels - Lancaster has established a comprehensive sales network, entering platforms like Tmall and Douyin, and maintaining a presence in physical stores since 2006 [25] - The brand's adaptability in channel strategy allows it to effectively reach high-value consumers while maintaining a focus on brand integrity and messaging [30] Future Outlook - As a key player in Coty's high-end skincare strategy, Lancaster's rapid growth in the Chinese market is crucial for the company's overall success [32][34] - The brand's commitment to innovation and market expansion reflects its confidence in sustaining growth in a competitive landscape [35]