美妆丨市场观察 本周看点： -从爆雷款到"塑料茅台"，美妆行业能从潮玩标杆取何真经？ -芳香疗愈SPA：美妆行业的下一个"卷"点？ -六部门发文，国货美妆产业将掀IPO热潮？ 行业环境 1.从爆雷款到"塑料茅台"，美妆行业能从潮玩标杆取何真经？ 关键词 ： 中国IP,全球影响力,缺陷美学,情感营销,稀缺性操控 概要 ： 2025年，中国IP全球影响力显著提升，《哪吒之魔童闹海》跻身全球影史票房前30， LABUBU潮玩以"缺陷美学"引发热潮。美妆行业从小众审美入手，花西子、橘朵融合传统文化 满足个性化需求。品牌通过稀缺性、本土化叙事和UGC增强用户连接。未来，美妆竞争将集中 于创新与文化影响力，差异化价值是关键。 2.芳香疗愈SPA：美妆行业的下一个"卷"点 ？ 关键词 ： 疗愈经济,芳疗市场,情绪价值,健康消费,五感体验 概要 ： 随着生活节奏加快，疗愈类服务成市场刚需，中国失眠发生率超38%，全球疗愈经济年 增10%，预计2025年达7万亿美元。芳疗市场因天然安全特性快速崛起，消费额年均增长 20%-30%，"SPA+零售"模式兴起。然而，行业存在品牌分散、同质化、人才短缺等问题。未来 需通过规范化、技术 ...

Core Insights - The core achievement of the company is reflected in its 2024 financial report, which shows a revenue of 484 million yuan and a net profit of 14.804 million yuan, marking a turnaround from losses to profitability [1] - The company has developed a compelling communication system that resonates with consumers by addressing their pain points, humor, emotional stories, and encouraging sharing, effectively transforming health tea into a solution for modern health concerns [6] Group 1: Pain Points - Health issues have become a significant concern for consumers due to modern lifestyle pressures, and health tea serves as a solution to alleviate these concerns [2] - The company positions its health tea as a "gentle health guardian," with specific products targeting urban consumers' sub-health issues, such as constipation and weight management [2] Group 2: Humor - The brand utilizes humor to make health maintenance more approachable, using engaging formats like comics and short videos to integrate health tea into everyday scenarios [3] - This strategy reduces psychological barriers and enhances product recall, particularly among younger consumers [3] Group 3: Emotional Connection - The essence of health tea extends beyond being a beverage; it serves as a medium for emotional connection, tapping into themes of filial piety and friendship [4] - By sharing relatable stories, the brand fosters a deeper trust and emotional resonance with consumers, positioning the product as a symbol of care for loved ones [4] Group 4: Sharing Ecosystem - The company encourages consumers to share their experiences, transforming individual testimonials into collective brand advocacy [5] - By leveraging social media and e-commerce platforms, the brand amplifies its reach and enhances consumer engagement through user-generated content [5] Group 5: Marketing Strategy - The marketing success of the company lies in its ability to address emotional needs through a four-step approach: identifying pain points, breaking barriers with humor, building connections through emotional stories, and promoting sharing [6] - This strategy has elevated health tea from a functional product to a symbol of a healthy lifestyle, contributing to sustained growth in health value [6]

Core Insights - The article discusses the rising popularity and marketing opportunities surrounding the Suzhou Super League (苏超), highlighting how local teams and brands are leveraging the event for increased visibility and engagement [1][4][42] Group 1: Marketing Strategies - Brands are increasingly adopting innovative marketing strategies to capitalize on the Suzhou Super League's popularity, with local businesses like a barbecue shop gaining significant attention despite being a small player [4][35] - Major brands such as JD.com and Yili have quickly engaged with the event through timely and relevant marketing campaigns, setting a high standard for audience engagement [5][8] - The competition among sponsors has led to a variety of creative marketing tactics, with some brands focusing on emotional connections and local sentiments to resonate with audiences [20][41] Group 2: Brand Engagement - The involvement of local businesses in the marketing landscape of the Suzhou Super League demonstrates a shift towards grassroots marketing, where authenticity and local culture play a crucial role [40][41] - Brands like Starbucks have launched promotional activities that encourage fan interaction, enhancing the overall spectator experience and driving foot traffic to their locations [26][33] - The article notes that the marketing landscape is evolving, with brands needing to continuously adapt their strategies to maintain audience interest and avoid fatigue from repetitive content [8][42] Group 3: Consumer Behavior - There has been a notable increase in consumer engagement with brands during the Suzhou Super League, as evidenced by significant spikes in search interest for related products and services [25][41] - The article highlights the importance of aligning marketing efforts with consumer behavior trends, particularly in relation to sports events where specific consumption patterns emerge [25][41] - Local sentiment and community involvement are key drivers of consumer engagement, as brands that tap into these elements tend to see better results [20][41]

以"国宝"敬"宝藏"：一场跨越千年的情感共鸣 全民共创引爆社交裂变：优质内容驱动千万级传播 国宝李渡深植"中国白酒祖庭"的文化基因，此次将元代古窖池承载的"敬文化"，与现代家庭中"沉默却 深沉"的父爱精神相融合。 当父亲节营销陷入同质化窠臼，国宝李渡以#国宝李渡敬宝藏父亲#为主题，掀起全网情感风暴。活动 以"超4000万的全网播放量"（抖音单平台突破1780万，在香山居士等文化达人助推下总播放达3000万 +；视频号播放近1000万；快手、小红书等平台共同发力），交出了一份现象级答卷，更以"文化+情 感"双引擎，开辟了白酒品牌价值升维的新路径。 文化共鸣的深度绑定：父亲节是中国传统"孝道"文化的现代延伸。作为拥有元代古窖池、承载"王安石 闻香下马"等历史典故的"国宝"品牌，"敬文化"是其核心基因。以"敬父"为切口，天然契合品牌"敬天敬 人"的仪式感，将品牌厚重的历史底蕴与"敬父"的家庭情感深度融合，唤醒消费者深层文化认同。 情感破圈的关键钥匙：在快节奏的现代社会，"中国式父爱"常被贴上"沉默、威严"的标签。"宝藏父 亲"这一概念，精准捕捉了当代人对父爱"沉默却深沉"的共情痛点。它颠覆刻板印象，鼓励挖掘父亲们 ...

在消费理性化浪潮下，线下渠道的价值正在被重新定义。 一位业内资深人士向《美妆头条》说过这么一句话：消费者越是理性，越是趋向于线下这种"所见即所得"的消费。 《美妆头条》关注到，前段时间 全国美妆集合连锁品牌——泊伊美汇举办的 第七届"520闺蜜节"取得了不错的成绩：促成6个品牌达成百万销售，会员新 增量达日常三倍； 其中作为本次活动冠名品牌的达肤妍，销售额更是突破240万元，同比增幅达53%…… 当线上大促水花越来越小，线下价值被重新审视，我们要如何做好美妆线下渠道？泊伊美汇的这场"闺蜜节"，或许是可参考的实践样本。 理性消费浪潮下 "民国叙事"激活情感共鸣 一个行业痛点是，消费者越来越不好打动了。但我们从泡泡玛特的案例可以发现，当商业行为与消费者情感需求形成共振，即便在消费放缓的今天也能创 造现象级增长。 这一逻辑在美妆领域更为适用。作为"悦己经济"与"社交货币"的结合体，美妆消费的情感价值占比远比其他产品要高。 "520闺蜜节"，是泊伊美汇一年一度的品牌日。在《美妆头条》看来， 比起线下促销活动，"闺蜜节"更像是一个情感链接的载体。 · " 我们希望进店的顾客除了购物外，还有很多不一样的体验"， 泊伊美汇 ...

今天分享的是：微播易：618品牌营销优质行业案例篇（美妆）：PMPM新黑马式品牌故事，618如何借助社媒生根发芽？ 报告共计：32页 《微播易：618品牌营销优质行业案例篇（美妆）：PMPM新黑马式品牌故事，618如何借助社媒生根发芽？》分析PMPM在618期间的社媒营销策略。品牌 以"探索全球，将远方带给消费者"为核心理念，针对90-00后Z世代人群，聚焦追求精神共鸣、精致生活、情感体验及探索猎奇的消费群体，通过小红书、抖 音、B站等社媒平台构建内容矩阵。 在投放节奏上，4月前置蓄水，5月通过头部达人掀起互动高潮，6月开门红加大小红书种草并借势平台活动收割，7月长尾期二次触达。达人策略采用"尾部 达人广泛渗透+头部达人打热度+中腰部达人圈层影响"的组合，美护垂类达人占比超60%，同时覆盖母婴、旅行、美食等泛圈层达人。例如，抖音通过美妆 达人测评、剧情植入及"FACT"直播策略（如"看海"主题直播）增强品牌调性；小红书联合旅行达人打造"你想去的远方"话题，以氛围感内容提升品牌认 同；B站则通过成分党测评、外国达人街采及动画科普深化种草。 内容策略围绕产品成分（如白松露、水杨酸）和场景痛点（熬夜修护、学生党平价 ...

一张纸片被炒到了上万元，在很多人看来可能都无法理解的事情，偏偏是卡牌圈的现状之一。 而且就是这样几毛钱成本的纸片，让卡游做成了百亿生意。 去年一年，卡游实现营收100.57亿元、同比增长277.8%，经调整净利润44.66亿元、同比增长378.2%，比泡泡玛特还要赚钱。 | | | 截至12月31日止年度 | | | --- | --- | --- | --- | | | 2022年 | 2023年 | 2024年 | | | (人民幣百萬元) | (人民幣百萬元) | (人民幣百萬元) | | 收入 | 4,131.1 | 2,662.1 | 10,056.9 | | 銷售成本 | (1,288.8) | (911.0) | (3,291.5) | | | | 更有媒体戏称卡游是凭着在"小孩哥""小孩姐"中掀起的集卡风潮，成功将其推到了上市的大门口。 根据卡游披露的招股书显示，截至去年年底，其IP矩阵已经达到了70个，以奥特曼、小马宝莉、哪吒、哈利波特等知名系列为代表。在哪吒电影爆火的时 候，卡游也顺势签下了哪吒的IP授权，把握住了这波现象级热度和流量。 无独有偶，名创优品也凭借IP，实现了翻新重构。期间打 ...

传统印象里，老年人消费是"菜市场挑挑拣拣""实体店讨价还价"，但数据却告诉我们，老年人也在5G冲 浪、疯狂"剁手"——中国互联网络信息中心数据显示，60岁以上银发网民网络购物使用率达69.8%，这 个曾经被忽视的群体，正用指尖的点击改写电商版图。 从消费结构来看，老年人的购物车呈现出实用主义与情感补偿混搭的特点：《2024年银发族消费报告》 指出，在营养保健、传统滋补市场上，蛋白粉、氨糖软骨素、辅酶Q10等成交额占比较高，肠胃益生 菌、保健酒等营养保健品成交额显著增长，这体现了他们对自身健康的关注，是实用消费的表现。但同 时，他们也会为情感因素买单。 例如在珠宝首饰方面，银发族购买戒指、翡翠项链的成交额同比增长307%、132%，这些消费背后，是 他们对美的追求以及对生活品质的向往，是情感补偿的体现。 在消费观念上，老年人也发生了很大的转变。《新时代的消费力蓝海——活力银发人群消费需求趋势研 究》提到，新银发人群消费理念呈现悦己消费、理性消费的特点。 文 | 长青研究社，作者 | 王室翱 ，编辑 | 潘利恒 "妈，您这购物车都塞了三十多件了！"女儿盯着手机屏幕哭笑不得。距离618还有1个多月，64岁的聂广 兰 ...