当消费者开始拿着放大镜研究洗发水成分表，当"成分党"成为美妆圈的新势力，当年轻人不再满足于品 牌讲的故事，而要看真实的数据时，整个美妆、个护行业都在经历一场深刻的变革。在这样的背景下， 各种专业奖项也应运而生，试图用更科学的标准来评判产品的真实价值。 近日，浅香新推出的元气控油蓬蓬洗发水在"2025中国好配方年度大奖"评选中斩获"年度控油蓬松洗发 水"奖项，引发业界瞩目。 中国好配方大奖创立自2023年，致力于引领和挖掘下一代配方与产品趋势，持续关注国内外化妆品市场 的前沿创新配方技术，为行业注入新的增长活力，已迅速成长为国内美妆领域的权威奖项之一。而浅香 这个成立仅5年的广东品牌，却能凭借新品首次突围。这究竟是技术驱动的必然结果，还是营销制胜的 偶然收获？ 而此次获奖的元气控油蓬蓬洗发水，专门针对敏感头皮的蓬松需求，使用燕麦氨基酸表活、月桂酰肌氨 酸钠、C14-16 烯烃磺酸钠、甲基椰油酰基牛磺酸钠等营养成分搭建金字塔温和结构，设计了全新的氨 基酸蓬松体系，据浅香公布的产品信息，其中添加的专利控油肽皮脂抑制率为38.57%，温和清洁的同 时还能恢复头皮水油平衡并营养发芯。 元气蓬蓬洗发水延续了浅香在功效产品 ...

Core Insights - In the first half of 2023, China's total export of home appliances reached $68.78 billion, marking a year-on-year increase of 6.2% [1] - Italy has emerged as the second largest market for Chinese white goods in the EU, following Germany, with exports exceeding $1.74 billion, a growth of 9.8% [2][3] Export Growth - The Italian home appliance market showed strong growth, with sales increasing by 2.4% and sales volume by 3.8% in Q1 2023, particularly in washing machines, dryers, dishwashers, and built-in refrigerators [2] - China became Italy's largest supplier of home appliances, with direct imports exceeding €590 million, approximately 2.7 times that of Germany [2] - Exports of home appliance parts from China to Italy also surged, totaling $362 million, a significant increase of 33.1% year-on-year [2][3] Market Dynamics - The growth in exports is partly due to Italy's status as the second largest manufacturing power in the EU and the pressure on local manufacturers from high energy costs [3] - Italian companies are increasingly importing components to maintain competitiveness, benefiting Chinese suppliers [3] Value Chain Enhancement - China's export growth is not merely about scale but also reflects an elevation in its position within the global supply chain, transitioning from a mere supplier to a provider of core components and technological solutions [4] - Chinese companies are enhancing their irreplaceability in the supply chain by mastering key components and smart control systems [4] Local Adaptation and Innovation - Leading Chinese companies, such as Haier, are establishing local R&D centers in Italy to tailor products to local market demands, enhancing brand recognition [4] - The demand for diversified and personalized home appliances is rising among overseas consumers, particularly for smart and high-quality products [5] Seasonal Demand Surge - Extreme high temperatures in Europe, particularly in Italy, have driven up demand for air conditioning units, with exports expected to exceed 90 million units for the year [7] - The ongoing transition to environmentally friendly refrigerants in Europe presents opportunities for Chinese brands to capture market share [7]

Market Overview - In Q1 2025, India's smartphone market experienced a 7% year-on-year decline in shipments, primarily due to high inventory levels and a reduction in new model launches [2] - The number of new smartphone models launched in Q1 2025 decreased by 26% compared to the same period last year, indicating manufacturers are becoming more cautious in R&D and product launches [2] Brand Performance - Vivo emerged as the top smartphone brand in India with a market share of approximately 22%, an increase of 3 percentage points year-on-year, by offering highly customized products that cater to local consumer preferences [8] - Samsung ranked second with a market share of about 17%, showing little change in its ranking and share [6] - OPPO held the third position with a market share of around 15%, maintaining its place in the top three over the past two years [6] - Xiaomi dropped to fourth place with a market share of approximately 13%, down from the top position last year, attributed to its initial success with a value-for-money strategy [6] - Realme ranked fifth with an 11% market share, a slight increase of one percentage point year-on-year, focusing on young consumers and emphasizing fashion, individuality, and technology [4]

Industry Trends - The personal luxury goods market in mainland China has shown fluctuations over the past decade but is overall on a growth trajectory, with expectations to become the largest luxury market globally by 2030, capturing 25% of the market share, surpassing the US and Europe [3][8] - Consumer preferences are shifting from "symbolic consumption" to "lifestyle and cultural resonance," emphasizing sustainable consumption and technology-driven experiential innovations as key trends [1][3] Advertising Investment Trends - In January-February 2025, the luxury goods industry's online advertising investment index experienced a mild year-on-year growth of 1.2%, reaching a near four-year peak during this period [8][11] - Advertising investments are closely linked to peak consumption periods, with significant increases noted in January, May, and September, aligning with holiday shopping spikes [8][11] Advertising Strategies - The advertising landscape is evolving, with a notable shift towards OTT platforms, while mobile remains the primary advertising terminal; video platforms account for 67.7% of the advertising investment [18][21] - Full-screen and video pre-roll ads are favored, making up over 80% of the advertising formats during the observed period [18][21] Creative Trends - Local celebrity endorsements are crucial for brands' audience expansion, with an increasing trend of collaboration with sports stars [21][24] - Seasonal marketing strategies focus on limited edition packaging and cultural symbols to enhance product appeal during peak sales periods like New Year and Valentine's Day [24][27] Market Dynamics - The luxury goods market is experiencing a shift in consumer demographics, with younger and more rational consumers prioritizing quality, culture, and personalized experiences over ostentatious consumption [2][33] - Brands must adopt differentiated marketing strategies based on user segmentation to effectively meet diverse consumer needs and maintain competitive advantages [2][33] Marketing Observations - The luxury goods industry faces the dual challenge of balancing short-term customer acquisition with long-term brand value, necessitating a focus on integrated online and offline marketing strategies [36][39] - Brands are encouraged to enhance consumer interaction through immersive experiences and technology-driven marketing solutions to foster deeper connections and drive sales [39][42]

Core Viewpoint - The Indonesian e-commerce market continues to evolve, with TikTok Shop's recent strategic partnership with Tokopedia marking a significant development in navigating local policies and enhancing operational efficiency [2][3][4]. Group 1: Market Dynamics - TikTok Shop faced challenges in Indonesia due to local policies but has now re-entered the market through a partnership with Tokopedia, which has led to operational integration and reduced management costs for sellers [2][3]. - During Ramadan, TikTok Shop reported a 24-fold increase in GMV and a 40% growth in seller numbers, while Tokopedia experienced a fivefold increase in GMV [4][12]. - The integration of TikTok Shop and Tokopedia has allowed sellers to leverage both platforms, resulting in significant growth opportunities, particularly for local brands [13][30]. Group 2: Consumer Behavior - The Ramadan shopping period is crucial for testing platform potential and e-commerce viability, with significant consumer engagement observed [8][11]. - A report indicated that 88% of consumers plan to spend their religious holiday bonuses during Ramadan, highlighting strong consumer intent [12]. - Young consumers, particularly those aged 18-24, represent a significant portion of TikTok's user base, driving demand for content-driven e-commerce [14][33]. Group 3: Local Brand Growth - Local brands have successfully utilized content marketing strategies to enhance visibility and sales, with examples like THIS IS APRIL and Wardah achieving substantial growth through targeted campaigns [13][17]. - The trend of local brands gaining consumer trust is evident, with 76% of respondents preferring local brands for beauty and fashion products [26][27]. - The integration of TikTok Shop and Tokopedia has facilitated the entry of Chinese sellers into the Indonesian market, addressing previous barriers to entry [29]. Group 4: Future Outlook - The Indonesian e-commerce market is projected to grow significantly, with a compound annual growth rate of around 17%, and the Ramadan shopping scale expected to reach $70 billion to $73 billion by 2025 [21][22]. - The government's support for e-commerce and infrastructure development is anticipated to further enhance market penetration and growth [22][36]. - The cultural inclination towards local brands and the need for tailored marketing strategies will be critical for both local and global brands aiming to succeed in Indonesia [27][37].