中国美妆出海新战事：在系统化竞争中谋求长期主义

Core Viewpoint - The article emphasizes that the globalization of Chinese beauty brands (C-Beauty) is transitioning from mere product export to a systematic and long-term strategy, focusing on unique brand aesthetics and cultural narratives to compete in the global market [4][19]. Group 1: Market Context - The domestic beauty market in China is entering a phase of stock competition, making overseas expansion a crucial growth path for brands [4]. - The global beauty and personal care market is projected to reach $677.2 billion in 2023 and exceed $799.1 billion by 2030 [4]. - Chinese cosmetic exports are expected to surpass 50 billion yuan in 2024, marking a record high in both quantity and value [4][5]. Group 2: Brand Strategy - The brand Huazhi Xiao exemplifies how a design-driven approach can systematically address challenges in overseas expansion through deep collaboration with platforms like Amazon [5]. - The initial strategy for Chinese beauty brands is to gain acceptance in overseas markets by first validating their products in culturally resonant areas, such as Japan for Huazhi Xiao [6][12]. - Huazhi Xiao's successful entry into the Japanese market involved leveraging local cultural similarities to reduce the cost of aesthetic education [6]. Group 3: Marketing and Sales Channels - The brand utilizes both online and offline channels, where physical stores provide sensory experiences while e-commerce platforms like Amazon offer immediate sales validation and user feedback [8]. - After initial success in Japan, Huazhi Xiao targeted the European and American markets, focusing on social media as a means of organic brand communication rather than traditional advertising [9]. - The brand's sales on Amazon reached nearly $6 million in 2023, with a total visitor count of approximately 7 million, of which 45% are repeat customers [10]. Group 4: Consumer Insights and Product Localization - Huazhi Xiao's strategy includes using Amazon to convert social media engagement into sales, as consumers often seek assurance of brand reliability through established platforms [10]. - The brand has adapted its product offerings based on real-time sales data and consumer preferences observed on Amazon, leading to localized product adjustments for different markets [14][16]. Group 5: Long-term Strategy and Systematic Growth - The experience of Huazhi Xiao reflects a broader trend among Chinese beauty brands moving towards a dual-channel strategy, integrating both independent sites and Amazon to maximize reach and trust [18]. - The article highlights that the role of global e-commerce platforms is evolving from mere transaction channels to strategic partners in brand growth [18]. - The narrative of Chinese beauty brands is shifting from short-term gains to a focus on sustainable brand equity and operational efficiency in the global market [19].