【环球时报驻韩国特约记者 黎枳银】《亚洲日报》《首尔经济》等多家韩媒24日报道称，中国美妆 （C-Beauty）以强劲势头加速全球布局，护肤、彩妆等核心品类的出口竞争力快速跃升，与韩国美妆 （K-Beauty）在国际市场形成正面竞争。韩国业内人士表示，在多个传统优势出口产业接连面对中国品 牌迅速追赶的背景下，作为韩国近年崛起的新一代主力出口品类，美妆行业的增长动能急需进一步提 升。 韩国业内人士表示，韩国美妆过于偏重护肤品类，在彩妆领域已被中国美妆反超，业内人士要求实现韩 国美妆主力出口品类多元化的呼声日益高涨。 韩国贸易协会11月23日发布的数据显示，今年1至9月中国美妆出口额达54.03亿美元，同比增长9.13%； 出口目的地数量从2022年的200个拓展至215个，全球市场覆盖持续延伸。数据还显示，韩国美妆对华出 口连续两年呈现下滑态势。今年前10个月出口额为17.252亿美元，同比下降18.7%，降幅近乎是去年全 年（10.3%）的两倍。受这一趋势影响，中国已从韩国美妆的最大出口国滑落至第二位，被美国反超。 韩媒《先驱经济》援引多名韩国业内人士观点指出，这不能被简单地视为一时的潮流。中国美妆在抖音 等 ...

Core Insights - The Southeast Asian beauty market is emerging as a "blue ocean" for Chinese brands, driven by a population of 670 million and over 40% e-commerce penetration, as domestic markets face saturation [1][24] - The market is expected to grow from $22 billion in 2024 to between $31 billion and $36 billion by 2030, with Indonesia, Vietnam, and Thailand contributing nearly 70% of the market share [1][2] Market Size and Growth - The Southeast Asian beauty industry is in a rapid expansion phase, with Indonesia holding the largest market share at 35.7%, followed by Vietnam and Thailand [1][2] - Indonesia is recognized as the largest halal beauty center globally, while Vietnam is becoming a hub for live commerce, and Thailand dominates the efficacy skincare segment [1][2] Online and Offline Channels - The online beauty market in Southeast Asia reached approximately 141.79 billion yuan in the past 11 months, with Shopee capturing 63.9% of the market share [2][3] - TikTok is emerging as a unique platform where content drives sales, with brands achieving significant conversion rates through creative marketing strategies [2][3] Localization Strategies - Successful market entry requires a deep understanding of local cultures, preferences, and needs, moving beyond a one-size-fits-all approach [4][5] - Brands like Fan Beauty Diary and Veenona have successfully established themselves in local markets by leveraging trusted retail channels and adapting products to meet local demands [3][4] Future Outlook - The integration of online and offline strategies is essential for sustained growth, with brands encouraged to test markets through platforms like TikTok and Shopee before scaling [4][5] - Long-term success will depend on creating culturally resonant content and building emotional connections with consumers, rather than relying solely on traffic acquisition [4][5]