Group 1 - The global skincare market is witnessing a significant shift, with Chinese brands expected to capture over 55.2% market share in 2024, reflecting a 21.2% year-on-year sales increase [1] - The rise of Chinese brands is driven by a combination of scientific research capabilities and cultural narratives, with companies like Huaxi Biological investing 6.8% of their revenue in R&D, significantly higher than the 1.5% to 3.5% spent by international giants [1] - The challenge for Chinese brands is to transition from being "followers" to "leaders" in the global market, particularly in terms of narrative and brand positioning [1] Group 2 - Wang Bo, a branding expert, emphasizes that the essence of business competition lies in the battle for concepts, where foreign brands hold an advantage in defining value in consumers' minds [3][4] - Chinese brands have moved beyond mere OEM and are now aiming to lead in technology and narrative, with a focus on reclaiming the narrative power [4] - Differentiated concepts serve as strategic anchors in consumers' minds, allowing brands to establish a unique position that is difficult for competitors to replicate [4][6] Group 3 - Wang Bo's successful strategies for brands like Feihe and Xiangyi Bencao highlight the importance of deep market insights and the need to redefine competition rules through differentiated concepts [6][7] - Xiangyi Bencao faced intense competition but successfully repositioned itself as a "Chinese herbal skincare expert" by leveraging its roots in traditional Chinese medicine, thus differentiating itself from both domestic and international competitors [7][9] - The concept of "herbal skincare" not only enhances brand recognition but also aligns with the growing trend of national pride in Chinese products, positioning Xiangyi Bencao as a leader in the domestic skincare market [9]

全球消费市场的权力版图正经历板块撕裂，曾经被西方巨头垄断的护肤美容帝国，正被中国品牌的利剑 刺破苍穹。据Euromonitor战报，2024年国货化妆品市占率突破55.2%，销售额同比激增21.2%。这不仅 是市场份额的易主，更是一场由科研硬实力与文化话语权双重驱动的产业革命：华熙生物以6.8%研发 费用率碾压国际巨头1.5%～3.5%的行业基准；珀莱雅双抗精华以早C晚A重构抗老赛道；相宜本草携 《本草纲目》千年智慧迂回包抄国际护肤品腹地。 随着中国品牌军团的份额逐步赶超全球护肤巨头之时，一个更加重要的命题浮出水面：在当今全球商业 竞争日益激烈的背景下，在话语权层面，中国品牌又该如何突破外资势能压制，从"跟随者"跃升为"引 领者"？针对此问题，我们联系到了东极定位创始人、民族品牌专家王博。 王博曾成功助力飞鹤奶粉、猫人内衣、相宜本草、樊文花、三棵树、背背佳等品牌在激烈的市场竞争中 脱颖而出，成为业内标杆。他率先鲜明提出："商战本质，乃在于概念之争。"在他看来，外资品牌的优 势，并非仅因技术或资本，更在于其牢牢掌握着全球消费者心智中的价值定义权。而中国品牌的崛起， 必须从夺回话语权开始。 商战本质，乃在于概念之 ...