另一名合作方为阿里国际站全球美妆选品中心。该选品中心项目负责人林闽江表示，当前，美妆出海的 热门细分品类涵盖美妆医疗器械(如护肤仪)、香水、面膜等护肤类产品，同时中药美妆、美妆原材料、 相关机械及技术等也呈现增长。 "近两年来美妆出海行业在国际站平台持续保持高速增长态势，细分品类全面开花，成为外贸领域的热 门赛道。"林闽江说，在市场布局方面，欧美地区为核心主力市场，而"一带一路"共建国家的市场潜力 也在持续释放。 林闽江说，当前美妆企业出海最大的难题集中在产品认证领域，此次合作将整合多方力量，形成综合服 务体系，既解决企业认证难题，又为海外买家提供便捷、可靠的采购渠道，推动中国美妆产业在国际市 场提升品牌影响力。(完) 广州美博 城。广州市越秀区委宣传部 供图 中新网广州12月3日电 (记者 蔡敏婕)近年来，众多中国国货美妆品牌口碑、销量节节攀升，中国美妆产 品正加快"出海"步伐。 位于广州市越秀区的全球美妆选品中心合作签约仪式3日举行，该中心构建"选品、展示、交易、服 务"一体化生态，进一步优化美妆出海的全流程服务，计划成为链接海内外美妆市场的重要枢纽，让中 国美妆企业在海外市场获得更广阔的发展空间。 合作 ...

Core Insights - The "lipstick effect" is still prevalent in Southeast Asia, with a projected growth rate of 4% to 5% for the cosmetics market by 2025 despite economic slowdowns in the region [1] - Chinese beauty brands are leveraging their cost-performance advantage to penetrate the Southeast Asian market, adapting their strategies to local consumer preferences [1][2] Group 1: Market Dynamics - Southeast Asian countries like Malaysia, Singapore, Thailand, Indonesia, and Vietnam are experiencing economic slowdowns, yet consumer spending remains robust [1] - E-commerce platforms such as Lazada, TikTok, and Shopee are highly competitive, with consumers becoming savvy in price comparison and timing their purchases around sales events [1] - The beauty market in Southeast Asia is still dominated by international brands, but there are gaps that Chinese brands can exploit by tailoring products to local tastes [2][3] Group 2: Local Adaptation - Local climate influences consumer preferences, with a focus on oil control, long-lasting wear, and sun protection in makeup products [3] - Cultural factors, such as religious requirements in countries like Indonesia and Malaysia, necessitate careful consideration of product ingredients and certifications [3] - The preferences of Southeast Asian consumers are similar to those of Chinese consumers, allowing for the replication of successful strategies from China [3] Group 3: Operational Challenges - Establishing a local presence is crucial for success, as relying solely on cross-border e-commerce limits growth potential [2][4] - Supply chain management poses challenges, with longer lead times required for inventory replenishment in Southeast Asia compared to domestic operations [5] - Building brand recognition and consumer loyalty in a new market is essential for long-term success, requiring effective marketing strategies [5] Group 4: Financial and Strategic Considerations - Currency fluctuations and geopolitical uncertainties present risks for companies operating in Southeast Asia, impacting profitability [6][7] - Companies are advised to diversify their market presence to mitigate risks associated with reliance on a single country [7] - Selecting reliable financial partners is critical for managing cross-border transactions and currency risks [10] Group 5: Future Outlook - The cosmetics export market from China is expected to grow, with a projected total export value of 36.905 billion yuan in 2024, reflecting a year-on-year increase of 14.11% [9] - The competitive landscape in the beauty industry is likely to consolidate, with only a few leading brands surviving in the long term [9] - Companies must develop strong international management capabilities to navigate the complexities of global markets [9]

Core Viewpoint - Fan Beauty Diary, founded by Fan Bingbing, has successfully expanded into the Southeast Asian market, achieving significant revenue growth and brand recognition within a year of its launch [6][18]. Group 1: Brand Expansion and Revenue Growth - Fan Beauty Diary entered the Southeast Asian market through e-commerce platforms Lazada and TikTok, and later expanded to physical retail by entering Watsons stores in Malaysia [6][21]. - The brand achieved a revenue of 1.45 billion yuan in 2024, ranking 35th in the 2024 annual China Beauty Brand TOP100 list [18]. - The brand's GMV grew from 300 million yuan in 2021 to 850 million yuan in 2022, and exceeded 1.1 billion yuan in 2023 [18]. Group 2: Celebrity Influence and Marketing Strategy - Fan Bingbing's personal influence has been leveraged to promote Fan Beauty, with her social media presence significantly contributing to brand visibility [17][15]. - The brand's marketing strategy includes collaborations with popular influencers and participation in live-streaming events, enhancing its reach in the competitive beauty market [19][21]. - Fan Bingbing's social media following includes 62 million on Weibo, 17 million on Xiaohongshu, and 11 million on Douyin, providing a substantial platform for brand promotion [15]. Group 3: Profit Margins and Cost Structure - The production cost of a typical hydrating mask is often less than 2 yuan, while retail prices can range from 10 to over 50 yuan, resulting in gross margins exceeding 70% for many brands [23][22]. - Fan Beauty operates with minimal R&D investment, relying on established OEM/ODM manufacturers for product development, which allows for high-profit margins [22][25]. - The brand's business model, which capitalizes on Fan Bingbing's celebrity status, raises questions about sustainability in the absence of her influence [25].