2025年第51周：美妆行业周度市场观察

Group 1: Industry Environment - The international college market has become a battleground for fashion and beauty brands, with Generation Z's annual beauty spending reaching $5 billion, and skincare usage starting as early as ages 11-13, showing a trend of gender convergence in consumption [3] - Brands are leveraging campus ambassadors, pop-up events, social media, and influencer collaborations to penetrate the college market, while health brands utilize clubs and TikTok to reach their target audience [3] - The strong purchasing power and loyalty of Generation Z make campus settings strategic for brands, necessitating innovative activities to capture attention [3] Group 2: Market Dynamics - Traditional chain pharmacies are accelerating their transformation by expanding into beauty and personal care categories to address industry challenges, with YST planning to add beauty and maternal products in 70% of its stores (nearly 8,000 locations) [5] - The beauty segment now accounts for nearly 60% of the health category in these pharmacies, as other chains like Shuyupingmin and Yifeng also enter the beauty market to cope with tightening medical insurance policies and declining foot traffic [5] - Cosmetic brands such as Winona and Kefu Mei are actively entering pharmacy channels to enhance brand value through professional credibility, although expanding OTC channels requires significant investment and faces challenges in product selection and private domain operations [5] Group 3: Major Brand Developments - Major beauty brands like L'Oréal and Estée Lauder have signed global ambassadors, enhancing their brand influence, while LVMH invests in the French niche fragrance brand BDK to support its international expansion [6] - The clean beauty sector is experiencing differentiation, with Korean brand Aromatica's stock surging while L'Oréal shuts down related brands [6] - Japanese high-end brand SUQQU is entering the Chinese market, targeting the premium segment [6] Group 4: Technological Innovations - Estée Lauder Group has launched a global innovation center for fragrance in Paris, integrating R&D and creative teams, utilizing AI to monitor trends, optimize formulas, and accelerate approval processes while respecting brand uniqueness [7] - AI assists perfumers in innovation by analyzing data and emotional preferences, with the launch of an AI fragrance consultant tool by Jo Malone in December, providing personalized fragrance recommendations [7] Group 5: Company Performance - Huaxi Biological has faced declining performance due to the diminishing market dividends of hyaluronic acid, with a 18.36% year-on-year revenue drop and a 30.29% decline in net profit for the first three quarters of 2024, resulting in a market value loss of 100 billion [8] - The company has adjusted welfare policies, reduced employee benefits, and cut staff, particularly in sales, while its skincare business has seen significant revenue declines and multiple sub-brands have been eliminated [8] - Increased competition and product homogenization in the hyaluronic acid market have pressured profits, prompting Huaxi Biological to explore new sectors like weight loss and invest in small nucleic acid drugs, although it faces fierce industry competition and consumer skepticism regarding ingredients [8] Group 6: Digital Transformation - Digitalization is increasingly important in retail for product management, marketing, and user experience, especially in a saturated market, necessitating innovative digital transformations to enhance efficiency [9] - Huamei's collaboration with Hanshu Technology has been recognized as an excellent digital innovation case, reshaping the beauty store shopping experience through a "warehouse-style display + artistic aesthetics" model [9] - The use of electronic price tags supports real-time information updates and enhances marketing conversion, demonstrating how digitalization can seamlessly integrate into brand identity and improve customer experience [9]