Core Insights - The Chinese beauty industry is undergoing a transformation with a shift towards omnichannel strategies, where online and offline channels are evolving in response to changing consumer behaviors and technological advancements [1][2]. Industry Development Stages - The retail sector of the Chinese beauty industry has experienced three phases: 1. Pre-2016: Consumption development phase, with cosmetics retail underperforming compared to overall retail market. 2. 2017-2021: High growth phase, outperforming the overall retail market. 3. 2022 onwards: Rational return phase, with performance lagging due to consumer confidence issues [1][2][19]. Retail Channel Dynamics - The Chinese beauty market heavily relies on online channels, reaching a scale of 610 billion yuan with a year-on-year growth of 12.1%. Notably, Douyin has emerged as a leading platform with sales of 244.5 billion yuan, marking a 43.6% increase [2][26]. - Offline channels are facing challenges, with department stores and malls experiencing a year-on-year decline of 8%, and cosmetic stores down by 10%. However, there is a trend towards differentiation in offline retail, with cosmetic stores catering to refined needs and modern channels optimizing product layouts [2][37][41]. Consumer Behavior Trends - Consumer expectations are improving, with 58% willing to pay a premium for faster delivery. The beauty category ranks fifth in high premium consumption tendencies, indicating untapped consumer potential [1][2][25]. - A significant 77% of consumers prefer shopping in one-stop channels with comprehensive product offerings, highlighting the need for refined operational strategies [2][26]. Technological Integration - Technology and artificial intelligence are becoming crucial drivers in the beauty industry, with companies like L'Oréal and Shiseido implementing AI skin detection and health correlation technologies to enhance consumer shopping experiences [2][2]. Future Outlook - The overall direction for the Chinese beauty industry is towards omnichannel integration and intelligent upgrades, presenting both opportunities and challenges in the evolving market landscape [2][4].

化妆品产业值得信赖的知识性学习交流平台 作者 | 肖子木 以下文章来源于化妆品观察 品观 ，作者肖子木 化妆品观察 品观 . 来源 | 化妆品观察 品观 导语： 未来，美妆与医美、美妆与大健康的跨界融合会加速重构行业生态。 不仅仅在中国，全球美妆行业都在从"轻松增长"迈入"复杂的新阶段"。 近日，麦肯锡联合时尚商业评论BOF发布了《The State of Fashion:Beauty》2025年度报 告，对当下全球美妆市场进行了深度描摹和预言。 报告指出：2024年全球美妆市场规模为4410亿美元，尽管近两年全球经济存在着不稳定性， 但2022-2024年间美妆市场仍然获得了7%的增长，而接下来， 麦肯锡预测全球增速将跌至 5% （2024-2030年）。 此外，不同的地区、类目之间的分化将进一步加大，地缘冲突、市场饱和、消费者价值敏感 度提升这三个因素共同作用了这一结果。 当曾经清晰的成功公式，变成难以破解的谜题，所有人都只能以更审慎的姿态挖掘不曾被留 意的增长机会。 区域分化： 美妆巨头寻找下一个中国 2024年，中国美妆市场在全球的占比为15%，是欧洲（24%）、北美洲（21%）之后的第 三大市场。 ...