深度 | 美妆年度考题：开一家“对”的店

Core Insights - The beauty retail landscape in 2025 has undergone a strategic transformation, with traditional department stores closing approximately 20 beauty counters daily, resulting in a net reduction of over 5,000 points throughout the year. In contrast, more than 80 new stores have opened across various formats, indicating a shift in the essence of store openings from mere locations to interactive "experience generators" [1][4][20]. Group 1: Changes in Retail Strategy - The focus of foreign brands has shifted from establishing static brand landmarks to creating dynamic operational "experience laboratories" that engage consumers [5][8]. - The concept of "first stores" has evolved, with brands now competing not just for geographical presence but for the best resources to launch globally, making China a key market for premier brand assets and innovative products [8][10]. - The traditional department store channel has seen a significant efficiency optimization, with a beauty brand counter opening and closing ratio of only 0.6, reflecting a strategic shift towards deeper experiential value creation [20][43]. Group 2: Local Brand Strategies - Local brands have completed a strategic evolution, moving beyond imitation to establish distinct paths in fragrance, color cosmetics, and skincare, focusing on systematic brand space construction rather than scattered store openings [22][38]. - Three distinct paths for local fragrance brands have emerged: cultural deepening, matrix penetration, and business model integration, each targeting unique market segments and consumer experiences [24][31]. - Local brands are also exploring international markets, with brands like JUDUO and JOOCYEE opening their first overseas stores, indicating a systematic exploration of international growth [32][33]. Group 3: Innovative Retail Formats - Pop-up stores have evolved from marketing events to "high-end experience laboratories," offering flexible themes and deep technological integration, exemplified by Lancôme and SkinCeuticals [11][13]. - Some foreign brands are merging retail with lifestyle solutions, as seen with HARNN's "SPA + retail" concept, allowing customers to experience the brand's culture and services in a holistic manner [15][16]. - The integration of various business models is becoming standard, with brands like MARCH creating multi-functional spaces that combine fragrance with cultural and lifestyle elements [29][41]. Group 4: Market Dynamics and Future Trends - The role of cities in brand strategy has been redefined, with high-tier cities serving as core battlegrounds for brand recognition and narrative development, while lower-tier cities are seen as growth areas for brand expansion [40][41]. - The future of beauty retail is shifting from geographical competition to the creation of mental and experiential spaces, emphasizing the importance of opening the "right" store in strategically chosen locations [43][44].