美妆产品推新框架 20251009 摘要 组织能力是企业竞争力的核心，尤其在美妆行业，重视消费者洞察和高 效组织效率至关重要。理解消费者需求并提供差异化解决方案是产品成 功的关键，宝洁和欧莱雅等公司通过强大的市场部和数据部门支持创新 决策。 评估美妆企业推新能力需关注消费者导向、市场部实力和数据反馈机制。 强势市场部负责品牌战略、产品打造及营销策划，有效信息收集与反馈 机制能提升新品转化率，宝洁和欧莱雅的数据部门是典范。 产品迭代和创新对市场表现至关重要。红宝石面霜通过不断改进成分和 质地，在双十一期间实现销售增长。丰富的触点、部门间信息传递和快 速反馈机制是内部效率的关键。 短期内，渠道与营销对产品销售影响最大。在渠道红利衰减的背景下， 精细化运营至关重要。营销建立品牌资产，渠道侧重销售转化，内容电 商时代通过短视频种草引流至直播间实现品效合一。 评估品牌种草能力需关注选达人能力和达人矩阵结构。早期合作上升期 达人，如李佳琦助力花西子冷启动。合理的达人矩阵结构包括头部、中 腰部及尾部达人的比例，以及多元化垂类方向。 Q&A 请您介绍一下美妆产品推新框架的核心内容和重要性。 美妆产品推新框架是我们团队在深入研 ...

Core Insights - The global beauty industry is projected to exceed $677 billion by 2025, indicating strong growth, while the Chinese cosmetics market is undergoing significant structural changes, moving away from reliance on single blockbuster products or marketing gimmicks to a focus on genuine brand strength [1][2]. Market Performance - The Chinese cosmetics retail market is expected to maintain moderate growth in the first half of 2025, with retail sales reaching 2.291 billion yuan, a year-on-year increase of 2.9%, although this is below the overall retail growth rate of 5.0% [2][4]. - International beauty giants are facing pressure in the Chinese market, with L'Oréal leading with sales of 186.19 billion yuan, a 3% increase year-on-year, while Estée Lauder reported a 10.88% decline in net sales, marking its lowest sales in five years [4][6]. Domestic Brand Performance - Domestic brands are showing resilience, with the retail scale of the Chinese cosmetics market reaching 1.0738 trillion yuan in 2024, and domestic brands capturing 55.2% of the market share [6][8]. - The top ten domestic beauty companies reported a total revenue growth of 11.72% in the first half of 2025, with Proya, Shiseido, and Shanghai Jahwa leading the rankings [7][8]. Consumer Trends - The beauty market is witnessing a shift towards rational consumption, with consumers increasingly sensitive to price and favoring cost-effective products. The sales of beauty and skincare products reached 235.23 billion yuan in the first half of 2025, a 10.1% increase year-on-year [12][13]. - The anti-aging market is experiencing significant growth, with total sales reaching 65.49 billion yuan, a 30.3% increase year-on-year, and the demand for anti-aging products is expanding to younger demographics [13][14]. Brand Strategies - Brands are increasingly adopting multi-brand strategies to address diverse consumer needs, moving from a single product focus to a more comprehensive brand matrix [14][19]. - Investment in research and development is on the rise among leading domestic brands, with a focus on building technological barriers and enhancing product efficacy [15][16]. Marketing and Distribution - Douyin (TikTok) has solidified its position as a growth engine for the beauty industry, with daily views of beauty videos exceeding 2.5 billion, reflecting a shift towards more refined and systematic marketing strategies [17][18]. - The competition is evolving from a focus on single-channel strategies to an integrated approach that balances online and offline resources, emphasizing the importance of brand experience and customer loyalty [18][19].