Core Viewpoint - The U.S. beauty and personal care industry, once a significant contributor to trade surplus, is now facing severe challenges due to tariff policies implemented during the Trump administration, which are disrupting supply chains and increasing costs for companies [1][2]. Group 1: Industry Impact - The beauty and personal care sector generated approximately $2.6 billion in trade surplus for the U.S. in 2022 [1]. - Tariff policies have forced companies to seek alternative suppliers for raw materials, leading to increased costs and supply chain disruptions [1]. - Retail analysts indicate that the reliance on complex global supply chains makes brands vulnerable to tariff impacts, potentially harming brand loyalty among consumers in countries like Canada [1]. Group 2: Company Challenges - Startups in the personal care sector are struggling to maintain growth due to the uncertainty created by tariff policies, which deter investment and expansion [1]. - Major companies, such as a well-known consumer goods firm, have lowered profit forecasts due to anticipated price increases from tariffs [2]. - The U.S. beauty companies face heightened export costs and market risks, particularly with China's planned tariff increases on U.S. goods starting April 12, 2025 [2]. Group 3: Market Dynamics - The imposition of tariffs is expected to reshape market dynamics, as U.S. beauty companies may lose market share to domestic brands that are increasingly gaining consumer acceptance [8]. - Data from customs authorities indicate a decline in the import quantity and value of beauty and personal care products, with a 1.6% decrease in quantity and a 9.4% drop in value year-on-year as of March 2025 [8]. - The ongoing tariff policies could lead to a long-term decline in the competitiveness of U.S. beauty products in the global market [8].

Core Insights - The core barrier for consumer goods and retail across cycles is the development of channels and brands, with a focus on how companies leverage these elements to create sustainable growth. Group 1: Channel Development - Super channels incubate super brands, with successful brands like Coca-Cola and Nestlé relying heavily on channel strength [2][10] - Companies like Lusi Co., which initially focused on international markets, have shifted to domestic markets by building strong channel networks rather than solely relying on social media platforms [5][8] - Lusi Co. has established a comprehensive channel presence, including major retail systems and online platforms, to support its brand growth [6][7][8] Group 2: Product Focus - The concept of "super products" is crucial, as seen in brands like Mixue Ice City and Luckin Coffee, which focus on strategic single products to drive brand recognition [11][12] - The case of "Boss Loves Fish" illustrates how focusing on a single product can lead to brand success, emphasizing the importance of product quality and differentiation [17][12] Group 3: Brand Power - The essence of consumer goods barriers lies in brand strength rather than just channel or product power, as highlighted by historical examples from Coca-Cola [40][41] - The evolution of brand competition has transitioned from product competition to marketing competition, emphasizing the importance of storytelling and content in brand development [43][50] Group 4: Content Strategy - Effective content strategy is essential for brand growth, with a focus on creating engaging narratives that resonate with consumers [51][62] - Brands must adapt their content to different platforms, understanding that each medium has unique characteristics and audience expectations [106][100] - Successful brands like Banmu Huatian have leveraged targeted content strategies across platforms to achieve significant sales growth [108][110] Group 5: Market Trends - The rise of new media platforms has transformed consumer engagement, with brands needing to adapt their strategies to remain relevant in a rapidly changing market [106][125] - The case of Zibo barbecue demonstrates how viral marketing can create significant brand awareness and consumer interest [70][72] Group 6: Case Studies - The example of "Ren Yang Yi Tou Niu" illustrates how storytelling and community engagement can enhance brand value and consumer loyalty [168][171] - The strategic use of KOLs (Key Opinion Leaders) in marketing campaigns can effectively drive brand recognition and sales [120][119]

作 者丨唐唯珂，实习生周家怡 编 辑丨骆一帆，江佩佩 价格 差异超过1 9倍 ！"临期特价" "保税仓发货" 已然成为各个种草平台吸引消费者购买美妆 产品的"新幌子"， 线上平台成为美妆假货"重灾区"。 美妆假货全链路造假，从生产到免税仓发货一条龙 近日， 广东3 1 5晚会曝光低价大牌化妆品，已形成从高仿生产到回收瓶罐装，再到免税仓发货 的全链路造假。 近日，2 1世纪经济报道记者通过1 6 8 8等网上销售平台搜索相关大牌产品名时 发现， 尽管相关产品下架，但是仍然存在"大牌平替"的仿造产品。 图源：闪电新闻视频截图 根据广东3 1 5晚会的披露，部分大牌化妆品在小红书平台售价低于专柜价， 同样是1 5 0毫升规 格的海蓝之谜精粹水在小红书平台售价仅7 9元至4 0 0元，而专柜价为1 5 2 0元，差异超过1 9倍 。 记 者 购 买 的 5 瓶 样 品 中，多 个 商 品 发 货 地 为 深 圳 保 税 仓，并 带 有 " 离 岛 免 税 " 字 样 。 （小红书商城显示的海蓝之谜精粹水商品） 贴标产品擦边大牌 海蓝之谜 "平替" 成本仅3 4 . 2 2元 不仅是小红书平台，在其他平台"擦边"大牌的 ...