告别了"经济上行期的美"，"口红效应"开始奏效了吗？ 今年上半年，美国关税冲击下，马来西亚、新加坡、泰国、印尼、越南这五个东盟主要国家，经济增速 都出现明显放缓。但这似乎还不影响东南亚人买买买。电商服务平台TMO Group预测，2025年东南亚 化妆品市场将以4%～5%的增长率稳步扩张。 "口红效应"在东南亚的威力不减，不过，这里的消费者也摸索出了更精明的购物模式——自带补充装的 护肤品，还有售价更低的小样套装，都成为了新宠。Lazada、TikTok、Shopee在东南亚"混战"，当地人 也学会了跨平台比价，甚至找准购物节、打折促销的时机再下单。 这对国货美妆来说，则意味着机会来了。他们掌握性价比这一绝对优势，电商和流量的玩法已经在国内 实战了无数回。当然，当美妆企业真正走出去，他们也会遇到人、货、钱这些具体又现实的挑战。 近期，21世纪经济报道记者专访了美尚集团首席财务官兼海外业务负责人赵剑，透过他的讲述，来试图 摸清美妆出海的水温和潮水走向。 在东南亚卖美妆，难在哪？ 再者则是不少国产美妆都在努力翻越的"品牌化"这座大山。在赵剑看来，当企业走过本土化落地的阶 段，下一道坎就是把品牌落地、抢占用户心智， ...

Core Insights - The rise of the "Guzi Economy" has become a significant trend among Generation Z consumers, with IP marketing emerging as a crucial strategy for brands aiming to attract younger audiences [1][4] - The beauty industry is witnessing a resurgence in IP collaborations, with many brands launching co-branded products in anticipation of major sales events like Qixi Festival [4][9] Industry Trends - There has been a notable increase in the number of beauty brands engaging in IP collaborations, with nearly 50 brands participating this year, reflecting a competitive market environment [4][9] - The types of IPs being utilized have expanded beyond traditional categories, now including popular games, novels, and even food and beverage brands, indicating a diversification in collaboration strategies [9][21] Marketing Strategies - Successful IP collaborations are often viewed as a more cost-effective alternative to celebrity endorsements, with brands achieving significant sales through strategic partnerships [10][14] - Brands are increasingly leveraging social media platforms and influencer marketing to promote their IP collaborations, enhancing visibility and engagement [18][19] Challenges and Risks - Many beauty brands face challenges in executing effective IP collaborations due to a lack of understanding of the IP economy and insufficient budgets, leading to ineffective partnerships [33][37] - Quality control issues have arisen, with some brands experiencing backlash due to poor execution of IP collaborations, highlighting the importance of aligning brand values and audience expectations [44][46] Future Outlook - The beauty industry is expected to see a normalization of IP collaborations, similar to trends observed in the beverage sector, but brands must focus on product quality and innovative designs to stand out [9][48] - As competition intensifies, brands will need to invest more in product development and marketing strategies to maintain relevance and appeal to discerning consumers [48]

Core Insights - The beauty brand competition on various platforms has intensified, with brands needing to adapt to changing consumer preferences and marketing strategies to survive in the market [1][21][29] Group 1: Douyin Platform Insights - 215 beauty and skincare brands achieved a GMV of over 100 million yuan on Douyin in the first half of 2025 [1] - The top 10 brands in terms of sales include both domestic and international brands, with notable names like 韩束 (Hanshu), 珀莱雅 (Proya), and 欧莱雅 (L'Oreal) [1][5] - Domestic brands such as 谷雨 (Guyu), 自然堂 (Naturally), and 丸美 (Marubi) have shown steady sales growth due to precise product positioning and marketing strategies [5][15] Group 2: Tmall Platform Insights - The top 20 skincare brands on Tmall accounted for 46.2% of the total category GMV, while the top 20 makeup and perfume brands accounted for 39.53% [10] - The presence of domestic brands in the top 20 has decreased compared to the previous year, with brands like 珀莱雅 (Proya) and 自然堂 (Naturally) losing their positions [10][11] - International brands such as 欧莱雅 (L'Oreal), 兰蔻 (Lancôme), and 雅诗兰黛 (Estée Lauder) have maintained strong positions, with some showing upward trends in rankings [11][14] Group 3: JD Platform Insights - JD's beauty sales exceeded 13.32 billion yuan in the first four months of 2025, with a projected total sales of over 30 billion yuan for the first half of the year [21][27] - International beauty brands dominate the rankings on JD, with no domestic brands appearing in the top five during major promotional events [25][27] - The growth of beauty products on JD has been significant, with some categories seeing sales increases of over 500% during promotional events [27][28] Group 4: Market Trends and Strategies - The competition among beauty brands is characterized by the need for tailored strategies that align with the unique ecosystems and user preferences of each platform [29] - Brands like MEICHIC and 蒂洛薇 (Tilowei) have achieved explosive growth on Douyin through innovative marketing strategies involving influencers and live streaming [29] - The overall beauty market in 2025 is expected to continue evolving, with brands needing to understand platform-specific dynamics to thrive [29]

Group 1 - The core viewpoint of the report highlights that IP collaborations are becoming a key strategy for brands to stand out in the competitive cosmetics market, particularly appealing to young women, with lip gloss and perfume being the main collaborative product categories [1][6][19] - The report indicates that the domestic cosmetics market has surpassed 1 trillion yuan for two consecutive years, with domestic brands holding a 55.2% market share, outpacing international brands [1][6] - Despite having the highest number of brands in the top 50 cosmetics brands in China, domestic brands have an average retail scale of 4.116 billion yuan, which is significantly lower than the average of 5.619 billion yuan for American brands, indicating a gap in pricing power [1][6][19] Group 2 - The report identifies a growing trend in diverse collaborations, including technology crossovers, intangible cultural heritage, and food and beverage partnerships, which are becoming more prevalent in the cosmetics industry [1][6][25] - Consumer motivations for purchasing collaborative cosmetics are primarily driven by the attractiveness of the IP itself and the practicality of the products, with 67% of consumers liking the IP and 59% valuing the product's practicality [28][29] - The report notes that anime, cartoon, and gaming IPs are becoming the dominant types of collaborations in the beauty sector, reflecting consumer preferences [31][32] Group 3 - The report provides examples of successful collaborations, such as PinkBear's partnerships with popular IPs, which resulted in sold-out products within hours, showcasing the effectiveness of strategic collaborations [1][6][19] - The analysis of consumer demographics reveals that 93% of the interest in collaborative cosmetics comes from women, with a significant portion being young consumers aged 18-24 [12][10] - The report emphasizes the importance of innovative design and meaningful collaborations, as products lacking creativity often face consumer backlash [1][6][28]