Core Viewpoint - The "National Interest Subsidy" program launched by JD.com aims to stimulate consumer spending and enhance market vitality by offering subsidies on a wide range of products, including beauty and fitness items, effective from September 1 [1][7]. Group 1: Subsidy Program Details - Consumers can enjoy a maximum subsidy of 3,000 yuan when purchasing products marked with "National Interest Subsidy" on JD.com, with specific benefits for different purchase amounts [1]. - For purchases below 50,000 yuan, consumers can receive up to a 1% annual interest subsidy; for purchases above 50,000 yuan, the maximum subsidy is capped at 500 yuan [1]. - The program includes a variety of well-known beauty brands and offers interest-free installments for up to 24 months on selected products [1][3]. Group 2: Product Categories - The subsidy program covers a wide range of beauty and skincare products, including popular items like the Revitalizing Serum from SkinCeuticals and the Clarifying Lotion from Clarins, which are designed for skin repair and brightening [3]. - In addition to beauty products, the program also includes fitness equipment, such as the foldable treadmill from Yijian and the multi-functional fitness rack from Jietuote, catering to consumers' health and fitness needs [5][7]. Group 3: Consumer Experience - The "National Interest Subsidy" initiative aims to provide consumers with a more affordable and convenient shopping experience, encouraging them to explore high-quality beauty and fitness products [7].

8月18日，京东美妆联合专业科学护肤品牌修丽可，重磅首发全新修丽可A.G.E.精华，为消费者带来更 加高效优质的功效护肤体验。同时，修丽可整全美学大使林允空降京东美妆采销直播间，分享"皮贴 骨"秘籍、演示护肤手法，还为粉丝抽取亲签照片、A.G.E.系列礼盒等多种奖品。丰富的直播福利和内 容吸引众多消费者围观，单日直播观看人次最高超110万人次，直播期间成交额环比增长18倍，带动修 丽可单日成交额环比增长翻倍，A.G.E.精华跃升京东修护型面部精华新品榜第1名。打开京东APP搜 索"修丽可新品精华"，全店爆款超买1送1量，更有定制防晒面罩限时加赠。 作为高端院线护肤品牌，修丽可率先提出"整全护肤"概念，深耕抗衰尖端成分与功效护肤赛道，打造出 A.G.E.面霜、色修精华、防晒小银伞等多款爆品。此次京东美妆携手修丽可全新首发的A.G.E.精华，延 续了同系列面霜中30%玻色因溶液这一最核心的配方，还添加鼠李糖、龙胆根提取物等成分，能补充胶 原并抵御胶原醣化流失，有效提升使用者全脸紧致度。首发期间在京东美妆下单A.G.E.精华，不仅加赠 19ml同款精华，更有修丽可定制防晒面罩限时赠送，带来抗老、防晒的一站式解决方案 ...

Core Insights - The Chinese beauty market is undergoing a profound transformation in consumer choice dynamics, characterized by the coexistence of niche and high-premium products, professionalism and experiential support, as well as personalization and authenticity becoming core dimensions of brand value assessment [3][4][6] Group 1: SPOT Model and Consumer Behavior - The SPOT model (Small is Beautiful, Professionalism, Optimal User Experience, True Identity) captures the evolving consumer preferences in 2025, indicating a shift from brand and price dependency to a multi-faceted driving system [6][14] - "Small is Beautiful" highlights the rise of niche markets, with platforms like Douyin becoming battlegrounds for emerging brands, evidenced by Douyin's monthly active users exceeding 1 billion and a beauty category penetration rate of 25.9% [7][9] - "Professionalism" reflects consumers' extreme pursuit of efficacy, with 31% opting for professional skincare brands, showing a significant growth rate of 6% compared to the overall market's 1% [10][12] - "Optimal User Experience" emphasizes the dual focus on efficiency and emotional connection, with consumers seeking high-quality, time-saving solutions alongside emotional wellness products [12][14] - "True Identity" necessitates brands to maintain clear positioning in the digital age, with personalized experiences like AI skin assessments gaining traction among consumers [14][18] Group 2: Consumer Segmentation - Worldpanel's 2025 study identifies seven distinct consumer segments in the beauty market, including Connoisseurs, Holistic Beauty Seekers, Strugglers, Thrifty Survivors, Traditional Enthusiasts, Passive Participants, and Classic Essentials [18][20] - The "Connoisseurs" segment, representing 15% of consumers, contributes 2.24 times the average market spending, indicating their potential as a key target group for brands [22][24] - The "Holistic Beauty Seekers" segment, accounting for 14%, shows a willingness to invest in comprehensive beauty care, presenting opportunities for brands to educate and elevate their value perception [22][24] - Lower engagement groups like "Traditional Enthusiasts" and "Classic Essentials" are more price-sensitive, with over one-third of the latter relying on promotions for purchases [24][25] Group 3: Hair Care Market Dynamics - The hair care segment, traditionally viewed as stable, is experiencing significant structural upgrades driven by consumer demand for refined products and brand innovation [26][29] - Advanced hair care products like hair masks and scalp serums are growing faster than basic shampoos, reflecting a shift in consumer perception towards hair management as part of overall self-care [29][30] - Innovative concepts like pre-wash treatments and the "sandwich washing method" are gaining popularity, enhancing the ritualistic aspect of hair care [31][34] - The emergence of tools and instant solutions, such as AI color testing and styling devices, is expanding the at-home care market, allowing consumers to achieve salon-like results [35][36] - The competitive landscape is shifting, with emerging brands leveraging functional differentiation and experiential value to capture market share from established players [36][37]

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