开店超80家的穷鬼超市鼻祖，在革「贵妇美妆」的命

Core Viewpoint - The article discusses the emergence of supermarket beauty brands, particularly ALDI's Lacura, as a new player in the affordable beauty market, challenging traditional high-end brands with lower prices and similar quality [5][21]. Group 1: Product Launch and Market Response - ALDI's Lacura launched a caviar essence series in October 2025, which quickly gained popularity on social media, with related topics reaching over 10 million views [5]. - The pricing of Lacura products is significantly lower than that of luxury brands, with items priced between 14.9 yuan and 49.9 yuan, making the total cost for core products just over 200 yuan [6]. - Consumers, like a 36-year-old Shanghai white-collar worker, have shifted their purchasing habits to include supermarket beauty products, often finding them comparable to high-end alternatives [5][8]. Group 2: Competitive Landscape - The article highlights a shift in the beauty market where overseas retail giants are now competing with domestic brands by offering lower prices and more accessible channels [8][12]. - Lacura's growth is closely tied to ALDI's global expansion, with the brand being developed and validated over time in various markets [11]. - The competitive landscape is evolving, with differentiation and category expansion becoming crucial as the retail industry enters a phase of hard discount competition [12]. Group 3: Consumer Behavior and Perception - A significant portion of beauty consumers (74%) believe that affordable products perform similarly to high-end ones, especially among younger demographics [14]. - Social media plays a vital role in shaping consumer behavior, with users sharing reviews and experiences of affordable skincare products, thus altering perceptions of price and effectiveness [15]. - The article notes that consumers are increasingly seeking products that suit their needs rather than the most expensive options, reflecting a shift towards more rational purchasing decisions [15]. Group 4: Supermarket Beauty Dynamics - Supermarket beauty products operate under a different consumer psychology, where trust is placed in the retailer rather than the brand itself [17]. - The decision-making process for purchasing supermarket beauty items is simplified, focusing on price and familiarity rather than complex marketing narratives [17][19]. - ALDI's business model allows for significant cost advantages, as it incurs minimal marketing expenses and integrates its supply chain, enabling lower prices for consumers [19][20]. Group 5: Strategic Implications - The success of Lacura signifies a transformation in the beauty market narrative, where retailers are now leading the charge in offering affordable alternatives [20][21]. - The article emphasizes that supermarket beauty products do not need to rely on high margins to be successful, as they serve to enhance customer experience and increase overall spending in stores [20].