2026年，短剧强势杀入春节档，头部短剧《十八岁太奶奶驾到，重整家族荣耀第四部》，2月18日上线一周后红果热度值破1亿、观看量破10 亿。 事实上，看重短剧庞大的用户基数和流量，珀莱雅（603605.SH）、上美股份（02145.HK）、丸美生物（603983.SH）、贝泰妮（300957.SZ） 等美妆公司已纷纷下场，在霸总、甜宠、复仇等各类型短剧中，悄然植入自家产品。 据不完全统计，上美股份于2023年~2024年推出短剧近30部，打响了韩束品牌"红蛮腰"系列礼盒；A股美妆龙头珀莱雅，也通过《全职主夫培 养计划》《觉醒吧恋爱脑》等短剧，主推"红宝石"套装和"双抗"系列大单品；贝泰妮也在短剧《霸道总裁俏村花青刺果之恋》中植入薇诺娜品 牌舒敏特护霜；而在短剧《双A夫妇又美又飒》中，女主角的身份直接被设定为丸美集团的千金…… 随着众多玩家入局，美妆公司投资短剧，还是一门好生意吗？ | 2025年前三季度 | | 营收占比 2025年前三季度 | | 营收占比 2025年前三季度 | | --- | --- | --- | --- | --- | | 销售费用(亿元) | | · 研发费用(亿元) | | 营收( ...

Core Insights - The consumer market is undergoing a "track change," with consumers increasingly valuing lifestyle, values, and sustainability over mere product functionality [1][2] - Female consumers are emerging as a significant force in the market, demonstrating a clear understanding of their desired lifestyles [2][5] - Brands must adapt to these changing consumer preferences by leveraging AI technology to enhance engagement and understanding [2][6] Consumer Behavior Trends - Z Generation consumers prioritize emotional symbols, health labels, and instant delivery in their purchasing decisions, indicating a shift towards a more diversified definition of value [4] - Factors such as emotional value, health concepts, and situational adaptability are becoming crucial in consumer decision-making [4] Brand Opportunities and Challenges - The 38 promotion event serves as a critical starting point for brands to experiment with new growth strategies, particularly in the context of female consumer engagement [5][6] - Brands that can effectively utilize new technologies to capture consumer needs will gain a competitive edge during market reshuffling [5][6] AI's Role in Consumer Engagement - AI technology is redefining growth logic by enabling brands to identify consumer pain points and accelerate the introduction of new products [6][9] - Successful case studies, such as the home brand Zhi Huashi, demonstrate how AI can enhance marketing strategies and significantly boost sales [9] Case Studies of Successful AI Implementation - Zhi Huashi utilized AI to identify key consumer segments, resulting in a 600% increase in GMV during the pre-sale period [9] - Kailas leveraged AI to expand its target audience and enhance brand storytelling, achieving over 100% GMV growth during the same period [10] - OPPO and Proya effectively used AI to convert transient traffic into loyal customers, with OPPO's new product achieving over 100 million in GMV in its first week [11][12] Future of Brand-Consumer Relationships - AI is transforming the relationship between brands and consumers, allowing for more personalized and meaningful interactions [14][15] - The evolution from resource competition to intelligence competition signifies a shift in market dynamics, emphasizing the importance of understanding consumer needs through AI [15]