中新网北京8月19日电国货美妆加速"出圈"的背景下，化妆品行业面临人才储备、品牌升级与产业协同 的多重课题。18日在北京举行的"中国化妆品大学生网络运营团队启动仪式"上，多位专家学者、协会代 表围绕国货美妆发展痛点与破局路径展开探讨。 "中国化妆品市场正处在从规模扩张向品质升级的关键阶段，急需大批受过高层次教育的专业人才支撑 行业转型。"美容教育专家、《美容消费心理学》主编张春彦表示，中国化妆品行业正面临"人才荒"。 原国家食品药品监督管理总局新闻宣传司副司长、国家美业总平台发言人申敬旺表示，面对国货美妆发 展需求与人才供给的错配，国家美业总平台筛选了近千名来自全球高校的大学生，通过系统化专业培训 组建"中国化妆品大学生网络运营团队"，通过实战训练提升从业人员的数字化运营素养，助力企业打通 与年轻消费者的连接通道。 当下，90后、00后正成为化妆品的新一代消费者，其消费习惯与需求深刻影响行业走向。申敬旺强调， 国货美妆若想实现长期稳健发展，必须精准把握年轻群体的消费偏好，既要顺应零售数字化趋势，通过 短视频、直播、私域运营等渠道贴近消费者，又要深耕本土化品牌叙事，用年轻人易懂的语言传递品牌 理念与产品价值。" ...

Group 1: Evolution of Consumption Society in Japan and the U.S. - The generational shift has profoundly influenced the evolution of consumption societies in Japan and the U.S. [1] - In Japan, the Taisho and early Showa generations led the transition from the first to the second consumption society, followed by the New Human Generation and part of the Baby Boomer generation driving the third consumption society [1] - In the U.S., Baby Boomers focus on unique product advantages, Generation X prefers time-saving products, Generation Y is enthusiastic about energy-saving and green consumption, while Generation Z contributes significantly to digital and gaming consumption [1] Group 2: Current State and Potential of China's Consumption Society - The post-90s and post-95s generations in China have developed consumption concepts similar to Japan's New Human Generation and the U.S. Baby Boomers, emphasizing spiritual satisfaction and personalized consumption [2] - Compared to Japan and the U.S., China's service consumption currently stands at 46.1%, indicating significant room for growth in the service sector [2] Group 3: Characteristics of the Third Consumption Society and Self-Satisfaction Consumption Trends - In the third consumption society, consumers prioritize emotional and psychological factors over mere functionality when selecting products, leading to a shift in brand positioning from "leader" to "supporting role" [3][10] - Self-satisfaction consumption is emerging as a key trend, focusing on emotional resources, emotional resolution solutions, and legal emotional release [6][11] Group 4: Emotional Consumption Trends - Emotional resources include the pet economy, IP toys, and temple economy, catering to spiritual and emotional needs [6] - Emotional resolution solutions are found in beauty and personal care products, gold and jewelry, and new-style food and beverages that address appearance and safety anxieties [6] - Legal emotional release is represented by outdoor activities, light alcoholic beverages, and tobacco products, which help consumers manage stress [6]

Market Overview - On May 20, the A-share market experienced a collective rise, with the Shanghai Composite Index increasing by 0.38%, the Shenzhen Component Index by 0.77%, and the ChiNext Index by 0.77%. The North Star 50 Index reached a historical high with a 1.22% increase. The total market turnover was 12,112 billion yuan, an increase of 923 billion yuan from the previous day, with over 3,800 stocks rising [1]. Pet Economy - The pet economy sector saw significant gains, with multiple stocks hitting the daily limit [2]. - Recent disclosures from several listed companies in the pet industry, such as Zhongchong Co. and Guibao Pet, indicated substantial growth in their 2024 and Q1 2025 performance. The pet economy in China reached a scale of 5,928 billion yuan in 2023, with expectations to grow to 11,500 billion yuan by 2028 [3]. - According to the 2025 China Pet Industry White Paper, pet food constitutes the largest segment of pet consumption, projected to hold a market share of 52.8% in 2024. The breakdown of pet consumption includes 35.7% for pet staple food, 13.5% for snacks, and 3.6% for nutritional products [3]. - CITIC Securities research indicates that the pet sector's performance is expected to continue growing in 2025, highlighting the strong demand resilience and the current market structure of "large industry, small leaders," with an anticipated increase in market share for leading companies through product innovation and brand development [3]. Beauty and Women's Economy - The cultivated diamond sector led the market with a 4.10% increase, while the beauty and personal care sector also performed well, attributed to the rise of the "she economy." Data from Tmall indicated that over 13,000 brands saw their sales double within the first hour of the "6·18" sales event, with domestic beauty brands performing particularly well [4]. - According to Tianyancha, there are over 8.65 million enterprises related to the "she economy" currently in operation in China, with approximately 726,000 new registrations in 2025 alone. Guangdong, Shandong, and Zhejiang provinces have the highest number of such enterprises [4]. - Tianyancha Research Institute suggests that the influence of women is shifting industries from "traffic harvesting" to "value co-creation," emphasizing the importance of understanding women's deep-seated needs in areas like "scientific parenting," "self-growth," and "emotional resonance" to capture opportunities in the 10 trillion yuan market [4].

Core Viewpoint - The article emphasizes that despite high tariffs, the appeal of "Made in China" products remains strong due to their quality, service, market proximity, and reasonable pricing [2][6]. Group 1: Impact of Tariffs - The implementation of "reciprocal tariffs" by the U.S. has led to a significant increase in American consumers seeking products from Chinese e-commerce platforms, with a 940% surge in downloads on April 13 [5]. - The actual tariff rates in the U.S. have reached unprecedented levels, adversely affecting both Chinese factories and American consumers, who are facing rising prices in essential goods [5][7]. - Over 90% of the tariff costs are being passed on to U.S. importers, downstream businesses, and ultimately consumers, exacerbating inflation and reducing consumer confidence [5]. Group 2: Consumer Preferences - American consumers are drawn to Chinese products due to their affordability and variety, with a wide range of goods available from low-cost items to high-end equipment [6]. - The shopping experience for foreign consumers in China has improved significantly, with policies like 240-hour visa-free transit and instant tax refunds enhancing accessibility [6]. Group 3: Global Trade Dynamics - The essence of trade is mutual benefit, with U.S. exports to China creating 931,000 jobs in America, highlighting the interdependence of the two economies [7]. - American companies, such as Walmart, source approximately 60% of their products from China, demonstrating the reliance on Chinese manufacturing for global market expansion [7]. - The article concludes that trade barriers like tariffs cannot distort market principles, and the demand for quality products will ultimately prevail, leading to a path of mutual benefit between China and the world [7].