近年来，韩国化妆品出口额屡屡创下历史新高，品类上呈现出多元细分的特征，对北美等新兴市场的开拓成为增长新引擎。韩妆出海，已然 从早期的"韩流单品驱动"模式，迈向技术、品牌、渠道与文化的体系化协同阶段，让韩妆在国际市场展现出群体面貌，形成持续性的潮流效 应。 对于出海动作仍停留在单点突破或渠道依赖等初级阶段的中国美妆品牌而言，韩妆的新一轮出海战略，带来不少关键性启发。 01 新版图与新引擎 韩国关税厅近期发布的化妆品出口数据显示，2025年前三季度，韩国化妆品出口额达85.2亿美元（约合人民币606.27亿元），同比增长 15.4%，创下历年同期新高。其中，第三季度的单季出口额为30亿美元（约合人民币213.48亿元），同比增长17.6%，创下历史单季新高，同 时实现了连续九个季度的增长。 文 | 美觉BeautyNEXT 韩国美妆的全球化征程，已悄然升级。 在出口地区的数量上，同样创下历史之最。 2025年前三季度，韩国化妆品销往全球205个国家和地区。 其中，对美国出口额达16.8亿美元（约合人民币119.46亿元），以19.7%的占比居 首；对中国出口额达15.8亿美元（约合人民币112.35亿元），占比1 ...

Core Viewpoint - The Chinese makeup market is undergoing a significant transformation, with a new force of domestic brands priced around 50 yuan emerging to redefine market dynamics and competition [3][5][12]. Market Dynamics - The makeup market is divided into three main forces: international luxury brands (e.g., YSL, Estée Lauder) dominating the high-end segment, local leading brands (e.g., Mao Geping, Huaxizi) focusing on brand upgrades, and the emerging "new makeup" brands priced around 50 yuan [5][7]. - The 0-50 yuan price segment accounts for one-fifth of the overall market, with over 50% market share in eye makeup, indicating its dominance in this category [7][11]. Sales Performance - Brands priced around 50 yuan have shown strong sales performance on platforms like Douyin, with several brands achieving over a million units sold during events like Double 11 [11][12]. - The brands in this price range have demonstrated consistent ranking in sales, with some brands maintaining top positions for several months, showcasing their operational stability [10][12]. Consumer Behavior - The rise of 50 yuan makeup brands reflects a fundamental shift in consumer logic, where younger consumers prioritize practical solutions over luxury branding [15][22]. - The success of these brands is attributed to their ability to address specific consumer pain points with high cost-performance ratios [15][22]. Brand Evolution - The emerging brands can be categorized into three types based on their establishment years: 1. Established brands (before 2017) that adapted to new channels [16]. 2. New brands (2018-2021) that grew alongside content e-commerce [18]. 3. Native Douyin brands (after 2022) that focus on efficiency and niche markets [20][22]. Strategic Development - These brands are transitioning from a focus on traffic to building brand assets through multi-channel strategies, including entering physical retail spaces [24][25]. - Brand image is being enhanced through celebrity endorsements, aiming to create deeper emotional connections with consumers [26][28]. Conclusion - The 50 yuan makeup brands are reshaping the market landscape, proving the power of niche segments and high cost-performance ratios, while emphasizing the importance of product barriers and brand value for long-term success [28].

Core Viewpoint - The "Zhongyuan Beauty Valley" in Luoyang, Henan Province, is transforming the local beauty industry through a "science and innovation + national trend" model, aiming to bridge the gap between laboratory research and market application [1][2]. Group 1: Innovation and Development - Four joint laboratories were inaugurated, and three new research achievements were announced during the "Longzi Lake Science and Technology Roadshow" event [1]. - Zhongyuan Beauty Valley has established eight provincial and municipal innovation platforms and has led or participated in the formulation of six industry standards [1]. - The innovation ecosystem covers the entire chain from research and development to market application, enhancing the transformation of scientific achievements [1]. Group 2: Talent Ecosystem - Zhongyuan Beauty Valley has created an integrated talent ecosystem focusing on "nurturing, attracting, utilizing, and retaining" talent, successfully attracting 23 high-level innovation teams and over 160 innovative talents [2]. - The talent pool includes chief scientists and field scientists, with top teams from universities and research institutions joining to drive industry development [2]. Group 3: Cultural Integration and Market Impact - The integration of Luoyang's classical culture with modern technology is seen as a unique advantage that can help promote the Zhongyuan beauty industry globally [1]. - The ecosystem has evolved from a single industrial park to a comprehensive beauty industry ecosystem that includes research, production, sales, and cultural display, facilitating a shift from "manufacturing" to "intelligent manufacturing" [2].

Core Insights - The "Lazy Economy" is a rising economic model characterized by convenience, speed, and low cost, driven by the belief that "time is money" [6][10] - The market for the "Lazy Economy" is showing growth in sales and volume across various platforms, with a focus on instant retail [1][10] - The primary consumer demographic includes young individuals, with a notable female majority (54%) and a diverse urban distribution [1][10] Market Segmentation Insights - In the smart home appliance sector, products like dishwashers and washer-dryer combos are seeing increased sales, with brands like Siemens and Midea leading the market [2][18] - The food and beverage category is experiencing growth in pre-prepared meals, meal replacement powders, and health snacks, driven by consumer health awareness [2] - In the cosmetics and personal care sector, products such as tinted moisturizers and no-rinse shampoos are gaining traction, with brands like Zhi Se and Skin Key performing well [2] Consumer Behavior Trends - A significant portion of young consumers frequently utilize lazy services such as food delivery and housekeeping, indicating a strong preference for convenience [10][12] - Despite the current usage levels, there remains substantial growth potential in the lazy products market, as many consumers report using only a few such products [10][12] - The demand for convenient, quick, and intelligent products and services is strong, with a notable interest in pre-prepared meals and home services [12][13] Industry Growth Potential - The lazy economy is expected to continue expanding, fostering innovation across various industries to meet consumer demands for a more relaxed lifestyle [12][10] - The increasing popularity of smart home appliances reflects a growing consumer preference for products that save time and effort, indicating a significant market opportunity [18][19]

Core Insights - The sunscreen market is experiencing a significant transformation towards multifunctional products that integrate sun protection, skincare, and anti-aging benefits [21] Industry Trends - The demand for sunscreen products is rapidly increasing due to rising temperatures and heightened consumer awareness about sun protection [4][5] - The sunscreen apparel segment has evolved from a niche category to a mainstream consumer product, with sales of sunscreen clothing reaching 10 billion yuan in just three years for companies like Bosideng [6][19] - The market for sunscreen cosmetics has reached 14.8 billion yuan in 2023, with projections to grow to 22.4 billion yuan by 2028 [15] Consumer Behavior - Consumers are increasingly seeking products that not only provide sun protection but also address skin concerns such as hydration and anti-aging [11][14] - The demographic for sunscreen products is expanding, with male consumers showing a growing interest in sun protection, particularly in the chemical sunscreen category [15][19] Market Dynamics - The domestic sunscreen apparel market is projected to exceed 80 billion yuan in 2024, with a significant portion attributed to sunscreen clothing [19] - The competitive landscape is shifting, with domestic brands leveraging technological advancements and cost advantages to compete with foreign brands [21] Product Innovation - There is a trend towards combining different functionalities in sunscreen products, such as incorporating moisturizing agents and using advanced materials for better performance [13][21] - The focus on lightweight, breathable, and quick-drying fabrics is becoming essential in the development of sunscreen apparel [20][21]

Group 1 - The core viewpoint is that the demand for sunscreen products has significantly increased due to rising temperatures, transforming sunscreen from a niche product to a necessity for consumers [1][2] - In the category of chemical "soft sunscreen" products, the top three products by sales growth are tinted moisturizers, lipsticks, and foundations, with tinted moisturizers seeing over a tenfold increase in sales [1] - In the physical sunscreen category, products such as sun umbrellas, fashionable sun-protective clothing, and sun hats are leading in sales, with items like sun-protective jackets and quick-dry clothing experiencing exponential growth in sales [1] Group 2 - Female consumers dominate the purchase of sunscreen products, accounting for over 70% of sales in chemical "soft sunscreen" products, with increased spending on tinted moisturizers, powders, and creams [1] - Male consumers, while representing less than 30% of sales, show significant potential for growth, particularly among younger demographics who recognize the health benefits of sun protection [1] - The consumer approach to sunscreen has evolved into a "systematic project" combining both "soft" and "hard" sunscreen products, leading to new growth points in the market [2]

Market Overview - The Chinese foundation makeup market is expected to grow steadily, with the market size increasing from 73.19 billion yuan in 2022 to 93.70 billion yuan in 2024, and is projected to exceed 100 billion yuan in 2025, indicating a healthy and active industry phase [1][9][10] - Online sales are dominated by Douyin, which holds a 51.23% share of the online GMV, followed by Taobao with 29.02%, while Pinduoduo has surpassed JD, highlighting the potential of lower-tier markets [1][12][15] Consumer Insights - The core consumer group is aged 31-35, with 37.54% residing in third-tier cities or below; nearly 90% of consumers have skin blemishes, emphasizing the demand for coverage and long-lasting makeup [2][5] - Daily commuting (64.36%) and social gatherings (85.64%) are the primary usage scenarios, with consumers preferring natural makeup (70.24%) and valuing lightweight, breathable, and long-lasting products [2][5] Product Trends - The market is witnessing continuous upgrades in long-lasting makeup technology, with brands like Caitang and Laose achieving 24-hour wear through patented technologies; the trend of combining makeup with skincare is becoming mainstream [2][7] - Scene-specific innovations, such as mini portable products and exclusive solutions for different occasions, are gaining popularity, along with cultural empowerment and IP collaborations enhancing product appeal [2][7] Competitive Landscape - The foundation makeup category is primarily dominated by basic foundation products, with Douyin users showing a strong preference for three-dimensional makeup effects [1][16] - Estee Lauder leads the foundation liquid market on Taobao, while Douyin is dominated by brands like Passional Lover; in the cushion category, YSL has a significant advantage on Taobao, while Douyin is a stronghold for domestic brands like Ruikefu and Laose [1][25][29] Category Performance - The foundation makeup products can be categorized into four main types: base makeup, makeup primer, local touch-up products, and setting products [7] - The basic foundation category holds a dominant position across platforms, with Douyin's local touch-up category accounting for 8.7%, reflecting users' pursuit of a three-dimensional makeup look [1][16]

Core Insights - The beauty industry is experiencing significant shifts, with a competitive landscape characterized by the rise of domestic brands and the stability of international brands [1][2][4] - The top beauty brands on Douyin are dominated by domestic players, with 韩束, 珀莱雅, and 欧莱雅 leading the rankings [2][9] - New entrants like 百雀羚 and 丸美 have made their way into the top 20, indicating a resurgence of domestic brands [9][11] Brand Performance - 韩束 has maintained its position as the top brand, followed by 珀莱雅 and 欧莱雅, while international brands like YSL and 兰蔻 have shown mixed results [2][9] - The emergence of brands like MEICHIC美诗 and 蒂洛薇 highlights the competitive nature of the market, with 蒂洛薇 recently achieving the top spot in the color cosmetics category [9][27] - The performance of brands such as 花西子 and 极萌 has declined, indicating a shift in consumer preferences [7][9] Influencer Ecosystem - The influencer landscape is shifting towards entertainment-oriented and comprehensive content creators, with traditional beauty influencers losing ground [1][44] - Influencers like 韦雪 have gained prominence, showcasing the changing dynamics in the beauty influencer market [44][48] - Brands are increasingly relying on a mix of influencer marketing and self-operated accounts to drive sales [41][42] Market Trends - The beauty market is seeing a trend towards self-operated models and direct-to-consumer strategies, with brands like 林清轩 and 百雀羚 successfully leveraging these approaches [14][20] - The reliance on heavy investment in advertising and low pricing strategies by brands like ELL and 三资堂 raises questions about long-term sustainability [37][39] - The competitive landscape is expected to evolve as brands focus on product development and brand strength to navigate market fluctuations [49]

Summary of the Conference Call for Mao Geping Company Company Overview - Mao Geping Company reported a total revenue of 3.885 billion yuan in 2024, representing a year-on-year growth of 35% [3] - The adjusted profit was 920 million yuan, with a growth rate of 40%, while the net profit reached 880 million yuan, growing by 34% [3] - The company's main business is focused on color cosmetics, with color cosmetics revenue at 2.3 billion yuan (59% of total revenue) and skincare revenue at 1.43 billion yuan (37% of total revenue), showing a decline of 3.4 percentage points year-on-year in skincare revenue [2][3] Key Points and Arguments - **Sales Channels**: The sales distribution is relatively balanced between online and offline, with online sales accounting for 46% and offline for 53% [2][3] - **Growth Rates**: Offline sales grew by 22%, while online sales surged by 51% [4] - **Skincare Product Performance**: The growth rate for skincare products weakened in the second half of 2024, with only a few percentage points increase, attributed to adjustments in product strategy and operational rhythm [5] - **Future Outlook for Skincare**: The company remains optimistic about the future of skincare, planning to increase promotional efforts on platforms like Douyin in 2025, aiming for skincare's share to rise above 40% [6] - **New Product Launches**: In May 2025, the company launched a new perfume, which performed in line with or slightly above expectations, with some popular SKUs experiencing stockouts [7] Market Sentiment and Future Projections - **Market Focus**: Current market attention is on the proportion of skincare products and their future growth certainty, as well as the company's operational rhythm [5] - **Investment Outlook**: Guohai Securities maintains a positive outlook on the Mao Geping brand, predicting a growth rate of around 30% over the next three years and close to 20% over five years, indicating a relatively high degree of certainty [8] - **Stock Unlocking Events**: The company has stock unlock events scheduled for June and December 2025, which may create opportunities for exits or new entries in the market [4][8] Additional Important Insights - **Product Strategy Adjustments**: The company acknowledges that the previous lower proportion of skincare products was related to product strategy and marketing rhythm, which is expected to improve with increased marketing efforts [6] - **Sales Performance of Key Products**: Key products like sunscreen and caviar essence series have shown strong performance offline, although their online exposure has been limited [5]