Core Viewpoint - The article discusses the rising popularity of Chinese beauty products and makeup styles in overseas markets, particularly in Japan, South Korea, and Southeast Asia, as the dominance of Japanese and Korean beauty trends wanes [1][11][18]. Group 1: Chinese Makeup Trends - Chinese-style makeup, particularly "Douyin makeup," has gained significant traction internationally, with a reported 6.5 billion views on TikTok under the Douyin Makeup tag by the end of 2022 [10]. - The trend has led to a cultural exchange where foreign users, such as American beauty influencer Essences Whitaker, actively replicate Chinese makeup styles learned from platforms like Douyin and Xiaohongshu [2][7][10]. Group 2: Market Dynamics - The export value of Chinese beauty products has surged, with a reported 348.61 billion yuan in exports from January to September 2023, marking a 26.6% year-on-year increase [16]. - In 2023, the retail value of Chinese cosmetics reached 414.2 billion yuan, reflecting a 5.1% growth, with Southeast Asia and Japan being key export destinations [16][18]. - Chinese cosmetics are increasingly favored in South Korea, with exports to the country rising approximately 190% in the first eight months of 2023 [16]. Group 3: Competitive Landscape - The article highlights a shift in consumer preferences in South Korea, where consumers are now more inclined towards affordable Chinese beauty products rather than high-end Korean brands, which have seen a decline in sales [13][16]. - Despite the growth, the article notes that Chinese beauty brands still face challenges in achieving global recognition and establishing a strong presence in the high-end market [19][21][22].

在全球消费格局加速重构的当下，"不出海，就出局"已从口号变为美妆行业的生存法则。据海关总署数据显示，2025年1-3月，中国化妆品出口总额同比 增长17.55%，远超传统外贸增速；而新兴市场——东南亚、中东、拉美、中亚及俄罗斯等地区，正以年均30%以上的复合增长率，成为中国美妆品牌"换 道超车"的核心战场。 7月3-5日，2025（第二届）美妆跨境电商大会将以"新兴市场·全链路破局"为主题，聚集俄罗斯及中亚、中东、东南亚、拉美四大核心赛道的实战派玩 家，从"市场洞察-选品策略-渠道落地"三大维度，拆解中国美妆出海的底层逻辑，为中国品牌提供"可复制、能落地"的全球化方法论。 五大专场： 从"经验分享"到"策略复制" 本次大会按区域划分四大专场，邀请当地平台、服务商、品牌方代表，以"实战案例+数据支撑"还原真实战场，让"底层逻辑"可感知、可落地。 PART.01 新兴市场： 中国美妆的"第二增长曲线" 中国美妆品牌的全球化征程，早已不是"要不要出海"的选择题，而是"如何高效出海"的必答题。 从市场潜力看，东南亚拥有6.7亿人口，美妆个护渗透率不足20%，但年轻群体（18-35岁占比65%）对高性价比国货接受度高达 ...