这篇市场观察，主要来分析二线城市难寻雪花秀，国货美妆强势崛起，两相对比，韩妆在中国市场的日子不好过了。 在长沙逛街想买瓶雪花秀润燥精华的张女士发现，曾经遍布商场的专柜只剩一家，南宁的消费者打开官网查询，却发现本地已无任何门店。 近期被热议的"雪花秀撤柜潮"并非空穴来风，内部人士透露，品牌计划在中国市场关闭约30家门店，且大多集中在二线城市。这180家总门店中近六分之一 的收缩，折射出的不只是单个品牌的渠道调整，更是韩妆在中国市场的集体困境。 不只是"优化"：一场集体退潮 国货崛起：新玩家抢占市场 那么，韩妆为什么会走到这一步呢？这背后其实是咱们中国美妆市场的一场大变局。以前，韩流盛行的时候，韩妆凭借时尚的包装和韩剧明星的代言，在国 内那是相当火爆。可现在呢？风向完全变了。 有数据统计说，从2022年到2025年，韩妆在全球线上销售中，中国市场的占比直接从69%一下子暴跌到23%。与此同时，美国的占比却涨到了51%，成了韩 妆最大的海外市场。这说明什么？说明韩妆在中国市场正在迅速失宠。 好多人都在嘀咕，雪花秀是不是要彻底撤出中国了？它的母公司爱茉莉太平洋赶紧出来澄清，说中国市场对他们来说依然非常重要，这次撤柜只 ...

Group 1 - The core viewpoint indicates a significant shift in Thai consumer shopping behavior, moving from a focus on "lowest price" to "trustworthy high value" products [1] - 64% of consumers prioritize product quality and merchant credibility over low prices, with over 70% seeking high value and emphasizing trust during the shopping process [1] - The shopping experience has evolved beyond price wars, with consumers considering all aspects from product selection to after-sales service to determine if they are getting value for money [1] Group 2 - Urban consumers are increasingly valuing speed in shopping, preferring "immediate possession" over waiting for discounts, prompting e-commerce platforms to enhance delivery efficiency and user experience [1] - Platforms like Shopee are adopting shopping philosophies that emphasize comprehensive value, speed, and guarantees, addressing consumer impatience [1] - The role of modern e-commerce platforms has shifted from mere transaction venues to trusted managers of consumer confidence, particularly through offerings like Shopee Mall which provides official brand selections and robust return policies [1] Group 3 - In the first half of 2025, Thai consumers are not only spending less but are also becoming more rational in their shopping habits, demanding higher transparency and service quality [2] - Consumers are more easily attracted to "more reliable choices," indicating a competitive landscape for e-commerce platforms and online sellers focused on service depth [2] - The competition will hinge on the ability to meet both rational and emotional consumer needs quickly, which is essential for building long-term loyalty [2]