Group 1 - The endorsement marketing market is experiencing a structural adjustment and emotional marketing, with a 5.4% year-on-year increase in the number of endorsers from January to May 2025 [1][18] - The beauty and skincare industry leads with a 35% increase in the number of endorsers, while the commercial/service industry sees a 38.5% growth, marking it as the fastest-growing sector [1][18] - Top entertainers like Xiao Zhan, Bai Lu, and Di Li Re Ba maintain high commercial value due to popular works, while emerging actors like Zhai Xiao Wen see significant value increases from trending series [1][11] Group 2 - The proportion of mid and lower-tier endorsers has increased by 8 percentage points, with B and C category stars primarily being film and television actors, making up 58% of endorsements [2][34] - Brands are increasingly building "endorser matrices," with platforms like Taobao and Tmall adding over 10 endorsers, and short drama actors gaining traction through flexible short-term collaborations [2][38] - Emotional marketing is driving brands to focus on precise emotional engagement, with campaigns like Atour Planet's collaboration with Niao Niao resonating with "low-energy" consumers [2][18] Group 3 - The endorsement market continues to recover, with a 5.4% increase in the number of endorsers and a 1.4% increase in brand endorsements from January to May 2025 [18] - The entertainment sector, particularly film actors, musicians, and idol artists, sees the highest growth in new endorsements and brand collaborations [19][34] - The number of endorsements for top sports stars has doubled, despite a 31% decline in overall endorsements in non-Olympic years, indicating a concentration of value among leading athletes [25][26] Group 4 - The trend of brands pursuing popular stars during the airing of their works has led to a noticeable increase in new business collaborations [20] - The endorsement landscape is shifting towards short-term collaborations with mid-tier stars, as brands focus on cost efficiency [24][34] - The rise of short drama actors as a new force in endorsements is evident, with over 15 brands collaborating with them in early 2025 [38][39]

当中国高端美妆行业陷入"消费降级"的集体焦虑时，另一个趋势却在暗中涌动：香水品类正成 为美妆巨头们的押注板块，通过投资加码、升级叙事逻辑以求重回增长轨道。 一边是护肤与彩妆的"存量厮杀"，一边是香水赛道的"情绪红利"爆发，这场背离背后藏着怎样 的市场密码？当国际品牌争相掘金之际，本土玩家如何巩固自己的生态位？ 为厘清这些问题，《FBe a u t y未来迹》向中国最大的香水品牌管理公司 （ 据 弗 若 斯 特 沙 利 文 2 0 2 3 年 数 据） ——颖通集团首席运营官王巍提了几个问题，试图找寻一线答案。 高盛数据显示，中国高端美妆市场规模在过去四年间缩水2 0 0多亿，但看似同处"高端消费"阵 这体现在，过去几年里，国际美妆巨头无一不在重磅押注香水赛道，而香水也在各大国际公司 的财报中频被表扬。很明显， 当护肤与彩妆深陷"消费降级"争议时，香水却成为国际巨头们 心照不宣的"安全牌" 。 " 高端美妆和香水之间是不能完全划等号的。 "王巍认为，即便当下国际品牌占据主导，但香 水的特殊性在于其兼具"奢侈品"与"情绪品"的双重基因——前者锚定国际品牌主导的高端市 场，后者则通过文化叙事与感官体验构建差异化壁垒 ...