国货美妆能否造出一个“Labubu”？

Core Viewpoint - The success of La b u b u, a Chinese IP toy brand, highlights a new path for domestic brands to create global cultural symbols and super brands beyond mere sales [4][6][9]. Group 1: La b u b u's Rise - La b u b u has transformed from a niche designer toy into a global trend icon since 2025, gaining popularity among celebrities like Dua Lipa and the Kardashian family [2][4]. - The brand's products have seen skyrocketing prices in China, with some items exceeding 10,000 yuan and rare versions reaching 27,000 yuan [2]. - A recent auction of 48 La b u b u pieces generated a total of 3.73 million yuan, with a single mint green La b u b u selling for 1.08 million yuan [2]. Group 2: Cultural Impact and Consumer Engagement - La b u b u's design, characterized by its "ugly-cute" aesthetic, resonates with contemporary consumers who seek to express individuality and challenge traditional beauty standards [4][6][8]. - The brand has fostered a strong community where consumers engage in creative reinterpretations of La b u b u, reflecting a rebellion against conventional aesthetics [4][8]. - The character's appeal is enhanced by its cultural attributes and social currency, making it a symbol of emotional value for young consumers [8][9]. Group 3: Strategic Market Expansion - La b u b u's international expansion strategy has effectively targeted markets in Japan, Southeast Asia, and Europe, with Southeast Asia's revenue share increasing from 31% in 2023 to 47% in 2024 [9][12]. - The brand's success in Southeast Asia is attributed to precise market positioning and leveraging e-commerce data to connect with young consumers [9][12]. - La b u b u's marketing strategy includes significant investment in brand exposure and collaboration with local influencers, establishing a strong presence in new markets [11][12]. Group 4: Trends in Chinese Beauty Brands - The export of Chinese beauty products has been on the rise, with a total export value of 16.43 billion yuan in the first four months of 2025, marking a 16.2% year-on-year increase [12][14]. - Major export markets for Chinese cosmetics include the United States, the European Union, and Indonesia, with the U.S. alone accounting for 3.233 billion yuan in exports [14]. - Despite the growth in product quality, Chinese beauty brands still face challenges in establishing strong brand identities in international markets compared to successful cases like La b u b u [15][17]. Group 5: Recommendations for Future Success - To achieve global recognition, Chinese beauty brands should enhance brand awareness through local influencer collaborations and adapt products to meet local consumer preferences [18][22]. - Emphasizing cultural values and narratives can help brands resonate with international audiences, as seen with successful examples like Huazhi and Huaxizi [22][23]. - The potential for a Chinese beauty brand to achieve global status similar to La b u b u exists, provided there is a commitment to cultural development and market localization [23].