感性突破+理性体验，趋势洞察下的全新数字营销之道。 《中国化妆品》杂志｜苏悦怡 在国际品牌眼中，中国市场的无限潜力不仅体现在庞大的消费规模，更源自极具创造力的线上营销生态。以李佳琦为代表的头部主播，已经从"带货"角色 跃升为拥有百万级粉丝的意见领袖，其直播间场景化脚本和互动营销模式，屡屡将美妆新品推上销量高峰；而在TikTok上，欧美的KOL、KOC也纷纷效 仿，借力美妆产品种草短视频、直播带货等多元玩法，获得流量与销量。正是这种基于流量驱动的数字营销模式，让国际品牌在全球市场的竞争格局中， 看到了将中国经验复制到海外的可行性。 然而，伴随流量红利的消退，消费者正从"冲动买买买"走向"理性体验主义"。不再满足于一味追求"性价比"或"网红推荐"，他们更关注产品背后的成分科 学和使用感受。抖音博主、植美馥予品牌创始人田甜认为："粉丝进直播间，不是单纯想听我说'好用'与否，而是期待看到成分解析、功效验证，以及最 有效的使用方案——比如使用护肤水后是否需要轻拍，搭配哪些精华效果更佳等。"在这种趋势下，品牌若要赢得长期信任，必须以内容为入口，从"买 它"扩展到"懂它"。 正因如此，《中国化妆品》杂志在今年CBE展会上， ...

Core Viewpoint - The beauty industry, particularly influencer-driven brands, is experiencing a dual reality, with some brands facing significant challenges, including debt and liquidation, while others are being acquired by larger groups [1][2][8]. Group 1: Company Overview - Cosmoss, a lifestyle beauty brand founded by Kate Moss in 2022, has entered liquidation with debts nearing £3 million (approximately ¥29.53 million) [1][2]. - The brand's financial troubles became evident when it failed to submit timely financial accounts and subsequently closed its website, ceasing order acceptance [5][7]. - The brand's product pricing was significantly reduced, with discounts reaching up to 75% on various platforms [5][7]. Group 2: Market Context - The liquidation of Cosmoss is indicative of broader challenges faced by influencer beauty brands, with at least six similar brands having exited the market recently [8][12]. - The competitive landscape for influencer beauty brands is intensifying, as many celebrities attempt to enter the beauty market, leading to rapid declines in brand attention [12][21]. - Despite the challenges, some influencer brands have achieved high valuations, with examples like Fenty Beauty valued at $2.8 billion (approximately ¥20.05 billion) and Kylie Cosmetics at $1.2 billion (approximately ¥8.57 billion) [15][18]. Group 3: Future Prospects - The influencer beauty sector is undergoing a transformation, with new entrants emerging and established brands being acquired by larger corporations [19][21]. - The success of influencer brands is not solely dependent on celebrity status; sustainable growth requires effective brand management and market adaptation [12][21]. - Recent data indicates that new influencer beauty brands are still being launched, suggesting ongoing interest and potential in the market despite existing challenges [20][21].

Core Insights - The article discusses the significant transformation faced by Chinese foreign trade enterprises as they shift focus from export to domestic consumption amidst changing global trade dynamics and rising domestic demand [1][6] Group 1: Market Dynamics - China's total export value decreased by 3.8% year-on-year in the first five months of 2025, while retail sales of consumer goods grew by 6.7% in the same period [1] - Many foreign trade factories are abandoning their "Made for Export" labels to target the domestic market of 1.4 billion consumers [1] Group 2: Product Logic and Brand Development - Foreign trade enterprises traditionally operated with a "B-end thinking," focusing on order-based production, but the domestic market requires a "C-end battlefield" approach where consumer engagement and storytelling are crucial [3] - A clothing factory in Dongguan found that size standards for exports to the U.S. needed adjustments for the domestic market, highlighting a disconnect in product understanding [3] - Long-term reliance on OEM has led to a "brand deafness" in foreign trade companies, making it difficult for them to market products effectively in the domestic market [4] Group 3: Channel Strategy and Competition - Foreign trade companies often struggle with channel strategies, facing high entry fees in traditional supermarkets and algorithm-driven challenges in e-commerce [4] - Domestic brands have optimized "cost-performance" ratios, exemplified by Xiaomi's rapid price reductions in TWS earphones, contrasting with foreign trade companies' pricing strategies [4] Group 4: Innovation and Adaptation - Companies are encouraged to innovate product offerings, such as developing scene-specific products and integrating cultural elements into designs to appeal to modern consumers [5] - The establishment of "digital twin factories" and the adoption of advanced technologies like AI and robotics are recommended to enhance supply chain flexibility [5][7] Group 5: Talent and Organizational Structure - Companies are advised to create roles like "Chief Transformation Officer" to oversee domestic sales strategies and recruit younger talent to foster innovation [6] - Implementing a culture of internal entrepreneurship and utilizing management tools like OKR can help bridge the gap between foreign trade and domestic sales teams [7]

为什么这个老牌奢侈品没有选择北京、上海这样的一线城市？ 奢侈品做美妆已不是稀奇事儿，而中国市场无疑是高端美妆品牌不容忽视的。 继Gucci Beauty、Valentino Beauty、Prada Beauty等高端品牌相继进入中国市场后，近日有消息传出，LV 也将在南京德基广场开出其中国首家美妆门店。 为什么这个老牌奢侈品没有选择北京、上海这样的一线城市而是选择南京？ 在LVMH集团的美妆业务版图中，Dior、娇兰等多个品牌早已下场参与美妆赛道竞赛，而作为集团旗舰 品牌的LV，却蛰伏至今。 今年年初，集团才宣布首次推出美妆品类LA BEAUTÉ LOUIS VUITTON，并由彩妆教母Pat McGrath出 任首位彩妆创意总监。据当时公布的资料，该系列将于2025年秋季发售，首批产品包括55款口红、10款 唇膏和8款眼影盘，可以装满一个小型行李箱，这也是成立于1854年的LV最具标志性的产品。首推美妆 系列与2016年重新推出香水系列时一样，LV将直接控制生产，并通过全球直营门店进行独家销售。 目前，LVMH集团发力美妆业务或许并不出人意料，这也是其在整个业务板块中为数不多的亮点。2024 年度，LVM ...

智通财经记者 | 周芳颖 智通财经编辑 | 楼婍沁 界面时尚搜索发现， 法国奢侈品牌Louis Vuitton路易威登发布品牌美妆门店的招聘信息，地点定位为南京德基广场。招聘岗位涵盖美妆店铺店 长和美妆造型师，相关岗位的薪资均为面议，尚未公开明确的薪酬区间。 图源：猎聘 值得提到的是，路易威登于2025年3月末刚刚发布消息称，将于今年秋季推出同名美妆品牌La Beauté Louis Vuitton，由知名化妆师Dame Pat McGrath进行创意指导。这也是路易威登首次正式推出全线美妆产品。 一位化妆品从业人士告诉界面时尚，LV美妆正在等南京德基广场的其他美妆品牌让出位置，大概率是中国首店，已经有不少大牌美妆的南京 店员前去面试，但对于工作经验和资历要求严格。 而在店长招聘要求上亦写明，在化妆品或奢侈品零售领域有至少5年的类似岗位工作经验。界面时尚在另一份网传内部人士招聘海报中还看 到，路易威登美妆虽然目前还在南京招聘客户经理，但美妆专家和美妆造型师两个岗位的招聘地点还覆盖北京、上海、武汉、成都和杭州等 地。 界面时尚就路易威登美妆中国首店的具体信息求证该品牌，得到回应称："目前还没有相关信息"。截至发 ...