12月20日，由天下网商主办的"风正千帆起·2025新网商峰会"在杭州圆满落幕。作为聚焦消费市场创新 与增长的行业顶级盛会，本届峰会汇聚了经济学家、知名品牌创始人、头部投资人等重磅嘉宾，围绕存 量竞争下的市场趋势、品牌创新路径等核心议题展开深度研讨，为中国消费行业的高质量发展注入思想 动能。 谈及品牌的持续增长密码，郑如晶强调"持续深耕与进化"是细分赛道冠军的核心素养："细分市场并非 一成不变，而是会随着用户需求升级不断裂变。品牌的领先性，源于对初始赛道的深度挖掘，更源于对 用户需求变化的同步响应。" 她以诗裴丝的发展路径为例，拆解长期主义的实践逻辑：品牌以干发喷雾成功打开"控油蓬松"单一赛道 后，并未止步于短期成绩，而是围绕油头、敏感头皮等核心用户群体，持续拓展产品边界，推出多肽蓬 蓬瓶，将面护级多肽成分融入日常清洁，实现"温和清洁+毛囊养护"双重功效，满足用户从"应急蓬 松"到"长期头皮健康"的需求升级。同时，品牌在科研领域持续投入，深耕多肽科技、三通路控油等核 心技术，以前瞻性布局巩固竞争壁垒，实现从"网红产品"到"长红品牌"的跨越。 行业启示：国货创新，以精准洞察与长期主义破局 品牌推出的系列核心产品 ...

Core Insights - The dry shampoo spray market in China is projected to reach a scale of 1.356 billion yuan in 2024, reflecting a year-on-year increase of 3.90% [4][3] - The industry is characterized by a diverse competitive landscape, with both international and domestic brands coexisting, leading to intense market competition [4][3] Market Overview - Dry shampoo sprays are designed for quick hair drying and temporary relief from oily hair, providing a solution for individuals unable to wash their hair [3][4] - The product works similarly to body powder, using hydrocarbon components to absorb oil and condition hair, resulting in a fuller and shinier appearance [3][4] Development Background - The demand for personal care products, including dry shampoo sprays, is increasing as disposable income rises, leading to a shift from survival-based consumption to enjoyment-based consumption [3][4] - According to the National Bureau of Statistics, the per capita disposable income in China is expected to reach 21,840 yuan in the first half of 2025, a year-on-year increase of 5.4% [3][4] Industry Chain - The upstream of the dry shampoo spray industry includes raw material and packaging suppliers, while the midstream consists of manufacturers, and the downstream involves sales channels and end consumers [4][9] - Major sales channels include online platforms (e.g., Taobao, JD.com) and offline stores (e.g., cosmetics shops, supermarkets) [4][9] Competitive Landscape - The market features a mix of international brands like Batiste, KLORANE, and Shiseido, alongside emerging domestic brands such as Spes [4][19] - The competition is intensifying as domestic brands gain traction in the dry shampoo spray market [4][19] Market Trends - Product innovation and functional upgrades are expected to continue, with a focus on natural ingredients and diverse functionalities beyond oil absorption [5][4] - The consumer base is expanding to include not only young people and business professionals but also athletes and fitness enthusiasts, leading to further market segmentation [5][4] - The trend of integrating online and offline sales channels is becoming more pronounced, enhancing consumer shopping experiences [5][4]

Core Insights - The demand for dry shampoo is increasing due to rising disposable income and changing consumer preferences towards personal care products [1][5][9] - The market for dry shampoo in China is projected to reach 1.356 billion yuan in 2024, reflecting a year-on-year growth of 3.90% [1][10] - Social media platforms like Xiaohongshu and Douyin are significantly influencing consumer purchasing decisions through KOL recommendations and tutorials [1][9] Industry Overview - Dry shampoo is designed for quick hair drying and temporary oil control, utilizing ingredients like starch and hydrocarbons to absorb oil and condition hair [4][7] - The main components of dry shampoo include surfactants, adsorbents, solvents, and propellants, with starch being a key ingredient [4][5] Market Dynamics - The dry shampoo industry is experiencing a shift towards high-priced, high-value products as consumers demand better quality and functionality [1][9] - E-commerce is becoming the primary sales channel for dry shampoo, with online platforms benefiting from increased user engagement and convenience [8][16] Competitive Landscape - The market features a mix of international brands like Batiste and local brands such as Spes, with increasing competition driving innovation and product development [11][12] Future Trends - Product innovation will focus on natural ingredients and diverse functionalities, catering to specific consumer needs [13][14] - The market is expected to see a rise in personalized products targeting different demographics, including young consumers and fitness enthusiasts [15] - The integration of online and offline sales channels will enhance consumer shopping experiences, leveraging social media and live streaming for marketing [16]

Core Viewpoint - The emerging hair care brand Befe has faced backlash from fans of its newly announced spokesperson, Zhang Hao, leading to a public relations crisis and legal action against false information spread online [1][12][15] Brand and Market Context - Befe, established in 2019, focuses on scalp care and hair repair, offering products like shampoos and leave-in sprays [13] - The brand appointed Zhang Hao, a prominent member of the K-pop group ZEROBASEONE, as the spokesperson for its dry spray series, aiming to leverage his popularity for market expansion [13][14] Fan Backlash - Following the announcement, many fans expressed dissatisfaction on social media, questioning the brand's alignment with Zhang Hao's image and raising concerns about product safety and the brand's reputation [1][2][12] - The backlash escalated quickly, with fans posting comments like "boycott low-end endorsement" on Befe's official social media [2] Legal Response - In response to the negative publicity, Befe issued a statement clarifying its position and announced legal action against those spreading false information about the brand [1][11][12] - The brand emphasized that the choice of Zhang Hao as a spokesperson was part of a strategic plan developed over several months, countering claims that the decision was made in reaction to the backlash [12] Brand Performance and Strategy - Despite the controversy, Befe has established a presence on major e-commerce platforms, with significant follower counts on Tmall and Douyin, and has achieved over 10 million yuan in offline sales [14] - The brand's flagship products, including the dry spray and an avocado repair mask, have performed well in sales rankings, indicating potential despite the current crisis [14] Industry Insights - The incident highlights the dual-edged nature of celebrity endorsements in the beauty industry, where the potential for increased visibility can be countered by the risk of negative public sentiment [16][18] - Brands are advised to maintain a balanced approach to leveraging celebrity influence while ensuring product quality and brand integrity to avoid backlash [18][19]