（来源：湖州日报） 转自：湖州日报 记者 邵丹红 拼车出行、拼单购物、拼房合租、拼团旅游……眼下，一种以"拼"为核心的消费模式正迅速渗透进不同 年龄层的消费者中，重塑着人们的生活方式与社交图谱。这不仅是精打细算的省钱之道，更衍生出一种 新型的社交货币与关系联结。那么，大家为何如此热衷于"拼"？记者近日进行了走访调查。 大众爱上"拼单" 1月3日上午10时，记者在湖城爱山广场的盒马鲜生看到，几名顾客在收银台完成结算后，并不急于离 开，而是聚在一起，熟练地将大包装的瑞士卷、成提的饮料、家庭装的果蔬进行分装、交换。 "不是买不起，而是不想为一次性消费支付高溢价。"市民李思佳向记者解释道。她习惯先在微信群或社 交平台寻找"拼友"，再相约线下统一采购，"既能享受大规格商品的单价优势，又避免了浪费，一举两 得。" "拼"出来的新朋友 "拼"模式不仅改变了不少人的消费习惯，也在悄然重构社交关系与情感联结。 元旦期间，"00后"新媒体从业者李昊通过社交平台征集"旅游搭子"，以不到800元的预算完成了南京3日 游。"拼游大幅降低了交通和住宿成本，以同样的预算可以品尝更多地道美食。"他说，"更重要的是， 旅途中有'搭子'互相拍照 ...

今天分享的是：2025年东方美谷中国化妆品行业趋势洞察蓝皮书 报告共计：40页 《2025东方美谷中国化妆品行业趋势洞察蓝皮书》全面分析全球及中国化妆品行业发展现状、消费需求变迁、东方美谷实践 及未来展望。全球市场方面，2025年规模预计突破6000亿美元，2030年达7200亿美元，新兴市场（拉美、中东等）、中产阶 级扩容及数字化（抖音+TikTok Shop美妆GMV同比增77%）为主要驱动力，竞争格局向多极演变，价值链重心转向上游原料 技术与线下体验。中国市场呈温和复苏态势，2025年前三季度限额以上单位化妆品零售额3288.2亿元（同比增3.9%），全年 预计突破4500亿元；线上渠道占比54.13%（销售额同比增12.34%），国货品牌崛起，2025年前9个月市场份额超56%，销售额 增速是外资品牌的2.46倍，珀莱雅等头部国货连续稳居天猫双11榜单前列。消费需求上，主力人群为25-35岁一二线女性，但 男性（占比35.74%，较2022年增超20%）、银发人群（45岁+占比提84%）需求显著增长；消费者趋向小额高频购买，决策更 重成分功效（51.63%关注）与性价比，从基础护肤转向成分功效驱动，复 ...

Group 1 - The global beauty market is expected to exceed $600 billion by 2025, driven by emerging markets, middle-class expansion, and digital e-commerce [1][12][14] - China's cosmetics market shows a moderate recovery, with retail sales reaching 328.82 billion yuan in the first three quarters of 2025, a year-on-year increase of 3.9%, and is projected to surpass 450 billion yuan for the year [1][20][21] - The market structure is shifting from a unipolar to a multipolar competition, with the Asia-Pacific region becoming a core growth area and Latin America leading global growth [1][17][18] Group 2 - Consumer demand is evolving, with a significant increase in male consumers (over 20% year-on-year) and a rise in the elderly demographic (84% increase) [2][9] - The trend towards rational consumption is emerging, with nearly 80% of consumers focusing on product ingredients, and personalized skincare needs are becoming more prominent [2][37] - Domestic brands are gaining market share, with local brands' sales increasing by 8.33% year-on-year, significantly outpacing foreign brands [2][35][36] Group 3 - The cosmetics industry is transitioning from scale expansion to quality enhancement, with a focus on efficacy, scene segmentation, and cultural empowerment [3][20] - The integration of biotechnology, digital technology, and material science is expected to reshape the industry landscape [3][17] - Regulatory frameworks are becoming more refined, with a comprehensive approach to innovation and safety in cosmetics [42][43][44]

Core Insights - The beauty category performed robustly during the Double Eleven shopping festival, with significant sales growth in high-efficacy skincare products such as serums and creams [1] - Domestic beauty brands are increasingly gaining market share, with a notable surge in sales for local brands, particularly in Shanghai [1] Group 1: Sales Performance - High-efficacy skincare products showed a remarkable sales increase, with brands like Han Shu reporting nearly a 50% year-on-year growth on the first day of the Double Eleven event [1] - Local Shanghai beauty brand "Shuangmei" experienced over 100% year-on-year sales growth on the first day of the event [1] Group 2: Consumer Trends - Consumers are exhibiting a more mature skincare philosophy, shifting from purchasing large sets to focusing on individual high-efficacy products [1] - There is a trend towards personalized skincare routines, with consumers preferring to mix and match products to meet specific skincare needs [1]

Core Insights - The 2025 Double 11 shopping season reflects a significant shift in consumer behavior, with a focus on rational decision-making driven by product ingredients and parameters [1][4][12] - The beauty and apparel sectors remain the primary battlegrounds for consumer spending, with over 75% of consumers planning to purchase autumn and winter clothing, and 47.2% targeting skincare products [1][4] - A new consumer trend is emerging where individuals prioritize verifiable product features over impulsive buying, indicating a move towards a more data-driven approach to shopping [1][3][9] Consumer Behavior Trends - Nearly 90% of consumers participated in Double 11, with over half making purchases and more than one-third adding items to their carts [1] - In the beauty sector, 96.4% of consumers consider product ingredients when purchasing skincare, with 50.7% conducting a secondary selection based on these ingredients [5][9] - The trend of "parameter thinking" has expanded to apparel, with 74.3% of consumers now checking data such as down fill weight and fabric composition when selecting winter clothing [2][6] Platform and Brand Dynamics - E-commerce platforms are adapting to this trend by enhancing their parameter standards and establishing trust with consumers, creating a positive feedback loop between platforms, brands, and consumers [3][12] - JD.com has gained consumer trust by implementing rigorous parameter selection and certification processes, with 79.7% of consumers viewing its "JD FASHION" and "安心品质" labels as credible sources of product information [2][13] - The shift towards ingredient and parameter-focused shopping is prompting brands to optimize their offerings to meet consumer demands for transparency and quality [3][14] Product Categories and Preferences - The most sought-after products during Double 11 include skincare items like creams and serums, with 65.2% of consumers planning to purchase these, alongside 61.2% looking to buy winter clothing [8][10] - In winter apparel, 58.7% of consumers intend to buy down jackets, prioritizing high fill power and wind resistance [10][11] - The focus on quality over quantity is evident, with 60.5% of consumers emphasizing the importance of fabric quality when selecting winter clothing [11][12]

Core Viewpoint - The 2025 Double 11 shopping season reflects a significant shift in consumer behavior towards data-driven and rational consumption, moving away from impulse buying and subjective preferences to a focus on product ingredients and quantifiable benefits [2][4][6]. Consumer Behavior Trends - Nearly 90% of consumers participated in Double 11, with over half making decisive purchases and more than one-third adding desired items to their carts, indicating strong shopping enthusiasm [2]. - In the apparel and beauty sectors, over 75% of consumers plan to purchase autumn and winter clothing, while 47.2% are focused on skincare products, emphasizing a responsible approach to self-care [2][14]. - The rise of "parameter-driven" consumers is evident, as traditional impulsive and subjective buying behaviors decline [2][4]. Ingredient and Parameter Focus - In the beauty sector, nearly 70% of consumers prioritize ingredients like hyaluronic acid and collagen when making purchasing decisions, indicating a strong awareness of product efficacy [3][9]. - In apparel, 74.3% of consumers now check data such as down fill weight and fabric composition, showcasing a shift towards informed decision-making based on product specifications [3][10]. - Platforms are responding by standardizing parameters and enhancing trust through professional selections, with 79.7% of consumers viewing platforms like JD as reliable sources for product specifications [3][19]. E-commerce Platform Dynamics - The shift towards rational consumption has created a positive feedback loop among platforms, brands, and consumers, where brands optimize parameters to meet consumer expectations, and platforms enhance trust through professional curation [4][22]. - Consumers express a need for transparent parameter information, with 36.8% concerned about parameter fraud and 32.8% finding it difficult to obtain accurate information [22][24]. - Leading e-commerce platforms are addressing these challenges by providing clear, certified parameters, which helps consumers make informed choices and reduces the risk of misleading information [23][28]. Seasonal Shopping Insights - During the 2025 Double 11, 65.2% of consumers plan to purchase skincare products, while 61.2% intend to buy winter clothing, reflecting a trend towards "image investment" and self-care [14][18]. - The focus on quality over quantity is evident, with 60.5% prioritizing high-quality materials in winter clothing purchases [18]. - The demand for specific parameters in winter apparel, such as down fill weight and fabric breathability, is high, with 79.7% of consumers considering these factors crucial in their purchasing decisions [12][19].

Core Viewpoint - The company, Fulejia, announced on September 23 that its products are primarily divided into two categories: medical devices and functional skincare products, featuring a diverse range of formulations including masks, waters, serums, lotions, sprays, single-use products, and eye masks [2] Group 1 - The company offers a wide variety of product forms, which enhances its market coverage [2] - The product categories include both medical devices and functional skincare, indicating a diversified product portfolio [2]

Core Insights - The report from Yien Data indicates that the Chinese beauty market is experiencing steady growth and has entered a stable development phase, with domestic beauty brands rapidly gaining market share, projected to reach 55.2% by 2024, an increase of 2.9% from previous figures, surpassing foreign brands [1][11][13]. Group 1: Domestic Beauty Market Analysis - The domestic beauty market's social media presence remains robust, with a volume of 39.313 million and an interaction count of 485 million from August 2024 to July 2025, reflecting a 20% increase [1][14][16]. - The primary consumer demographic consists of women born in the 1990s, with nearly 30% of consumers being male; over 90% of consumers have purchased domestic beauty products, with younger consumers showing a higher preference for domestic brands [1][20][22]. Group 2: Domestic Skincare Market Insights - In the domestic skincare market, 80% of consumers are female, with 62% aged between 18-34, primarily located in high-tier cities. The demand for facial masks and serums is notably increasing, with brands like Proya leading in social media heat [2][36]. - Key consumer demands focus on anti-aging, repair, and whitening, with specific needs such as anti-aging eye creams and acne-controlling cleansers each accounting for 33% of consumer interest [2][35]. Group 3: Domestic Makeup Market Insights - The domestic makeup market also sees a significant female consumer base at 74%, with 68% aged 18-34, concentrated in high-tier cities. There is a rising interest in base makeup products, with a shift towards more advanced categories like blush and contour [2][36]. - The industry is witnessing three major trends: multifunctional products gaining popularity, a focus on niche markets, and a consensus on combining makeup and skincare functionalities [2][36]. Group 4: Emerging Trends in Domestic Beauty - The domestic skincare market is experiencing four key trends: the expansion of the men's skincare market, increased focus on Chinese ingredients, refined consumer demands, and the rise of short drama marketing strategies [2][36][38]. - The men's skincare market is projected to exceed 10 billion yuan, with brands launching dedicated product lines to capture this growing segment [2][39].

Core Viewpoint - The company, Fulejia, is experiencing a decline in revenue and net profit for the first half of 2025, but there are signs of recovery in the second quarter due to sales channel optimization and product price adjustments [1][2]. Group 1: Financial Performance - For the first half of 2025, the company reported a revenue of 863 million yuan, a year-on-year decrease of 8.15% [1] - The net profit attributable to shareholders was 230 million yuan, down 32.54% year-on-year [1] - The net profit after excluding non-recurring gains and losses was 166 million yuan, a decrease of 48.66% year-on-year [1] - Basic earnings per share were 0.44 yuan [1] Group 2: Sales Channels and Strategies - The company has implemented a multi-channel sales strategy, integrating online and offline sales, covering major e-commerce platforms like Tmall, Douyin, JD.com, and Pinduoduo, as well as offline medical institutions and retail stores [1] - In the second quarter of 2025, the company saw a significant revenue increase of 86.68% compared to the first quarter, indicating a recovery in performance [2] - The company is focusing on optimizing offline distribution channels, with over 99% of revenue coming from the distribution model, which incurs minimal sales expenses [2] Group 3: Product Development - The company is enhancing its product line, particularly in non-patch products, with a steady increase in their revenue share [3] - The establishment of a research and development center in Shanghai is expected to accelerate product innovation and expansion [3] - The company has completed the third round of injections for a project involving humanized collagen freeze-dried fibers, which is currently in the data cleaning and report preparation stage [3]

Core Viewpoint - The performance of Fulejia, known as the "first stock in medical beauty masks," has significantly declined, with a notable drop in revenue and profit in the first half of 2025 [2][7]. Financial Performance Summary - Fulejia reported a revenue of 863.11 million yuan, a year-on-year decrease of 8.15% [3]. - The net profit attributable to shareholders was 229.66 million yuan, down 32.54% year-on-year [3]. - The net profit after deducting non-recurring gains and losses was 166.17 million yuan, a substantial decline of 48.66% [3]. - The net cash flow from operating activities was 161.63 million yuan, down 54.69% [3]. - Basic and diluted earnings per share were both 0.44 yuan, a decrease of 32.31% [3]. - Total assets decreased by 6.33% to 5.70 billion yuan, while net assets attributable to shareholders fell by 3.01% to 5.49 billion yuan [3]. Reasons for Revenue Decline - The company attributed the revenue decline to the optimization of offline channels and increased promotional expenses, which surged by 39.56% to 420 million yuan, accounting for 48.67% of revenue [4][16]. - R&D investment was only 23.33 million yuan, representing a mere 2.7% of revenue, indicating a heavy reliance on promotional spending rather than innovation [4][21]. Market Competition and Product Performance - Fulejia's medical device segment generated 238.29 million yuan, a significant drop of 48.07%, while the cosmetics segment saw a revenue increase of 29.95% to 624.82 million yuan [8][9]. - The competition in the cosmetics industry is intensifying, with major companies entering the medical beauty sector, leading to price wars [9][11]. Sales Channel Shift - The company is shifting its sales strategy from offline to online channels, with online sales contributing 80.50% of total revenue, a 47.11% increase year-on-year [14][15]. - Offline sales dropped significantly by 63.99%, now accounting for only 19.50% of total revenue [14]. Future Strategies - Fulejia plans to focus on expanding its product line in the medical device sector and enhancing brand development through sub-brand incubation and flexible marketing strategies [11][12]. - The company aims to increase its online presence and sales, although it has been criticized for its late transition to online channels [18][19]. R&D and Regulatory Challenges - Fulejia's R&D investment remains low compared to peers, with only 31 patents approved and limited medical device registrations [22]. - Recent regulatory changes may impact the classification of medical dressings, potentially affecting the company's product offerings [22].