（原标题：东南亚淘金路：美妆出海如何与不确定性共存丨出海观察） 近期，21世纪经济报道记者专访了美尚集团首席财务官兼海外业务负责人赵剑，透过他的讲述，来试图 摸清美妆出海的水温和潮水走向。 "美妆出海东南亚，我们最开始是用跨境电商的方式进去的，但做着做着就会发现不去当地不行，一来 只做电商终归会有规模的天花板，很难放量，二来坐在国内办公室，你根本不知道东南亚的消费者喜欢 什么、流行在发生什么变化。"赵剑回忆起2022年底探索出海业务的情形，当时，走电商的渠道切入东 南亚市场，是投入小、风险也相对低的稳妥之策，但慢慢摸到"天花板"后，他作为海外业务的负责人， 开始调整方向，"出海有一个字就是你得'出'去，不能简单地坐在广州办公室里做出海的生意。" 去到当地后，团队看到了一些传说中的"代差"——东南亚这片市场从流行审美到产品，基本还是由欧 美、日韩这些国际品牌主导，所以不少彩妆护肤品类在色彩、质地、功效上并没有真正贴合当地人，习 惯了欧美、日韩风格的东南亚人之前普遍也对这些差异不敏感。但捕捉到这些空白的中国品牌，寻找到 了突围的突破口，也就是因地制宜地开发和丰富SKU，来精准满足当地市场需求。 南方财经 21世纪 ...

Core Points - The "Intangible Cultural Heritage First Class" initiative is being implemented in over 60 schools in Sichuan Province, integrating traditional cultural education into the curriculum [1][2] - The "Huaxizi Inheritance Project" aims to standardize and innovate the teaching of intangible cultural heritage, providing a structured approach to cultural education [1][2] Group 1: Initiative Overview - The initiative features diverse classes such as Sichuan Opera, Emei Martial Arts, and Yi Nationality Moon Guitar, enriching the cultural experience for students [1] - The project has developed a series of instructional books over three years, covering various intangible cultural heritage topics, breaking the limitations of traditional oral transmission [1][2] Group 2: Educational Impact - The program is designed to enhance students' national pride and confidence through regular intangible cultural heritage courses and unique campus cultural characteristics [2] - Since 2021, the project has established a sustainable system for the transmission of intangible cultural heritage in schools, involving training for teachers and the development of teaching materials [2] Group 3: Expert Involvement - A team of over 50 experts, including intangible cultural heritage representatives and education specialists, has been formed to create the teaching materials, ensuring a rigorous and professional approach [2]

Core Viewpoint - Fan Beauty Diary, founded by Fan Bingbing, has achieved remarkable growth in the beauty industry, generating revenue of 1.45 billion yuan in 2024, positioning itself as a significant player despite challenges in the broader market [4][5][21]. Group 1: Company Performance - Fan Beauty Diary ranked 35th in the 2024 China Beauty Brand TOP 100 list with a revenue of 1.45 billion yuan, showcasing its rapid growth compared to other brands with lower revenues [4]. - The brand's GMV has shown consistent growth over the past four years, increasing from 300 million yuan in 2021 to over 1.1 billion yuan in 2023, and reaching 1.45 billion yuan in 2024 [5]. - During the 618 shopping festival, Fan Beauty Diary set a sales record with its new product "VC Big Orange Whitening Mask," selling 100,000 boxes in just 10 seconds, generating 19.8 million yuan in sales [5][10]. Group 2: Product Strategy - Fan Beauty Diary has developed a diverse product line, including nine major categories such as beauty devices, makeup, and skincare, with prices ranging from 99 yuan to 684 yuan [7]. - The brand employs a "big single product" strategy, successfully launching popular items like the sea grape moisturizing mask and the VC big orange whitening mask, which have significantly boosted sales [8][10]. - The pricing strategy positions Fan Beauty Diary's products as mid-to-high-end, with individual mask prices averaging 27.6 yuan to 39.6 yuan, which is higher than competitors like Proya [10][19]. Group 3: Market Challenges - The beauty market in China is undergoing a significant reshuffle, with many brands facing financial difficulties, including Perfect Diary, which has reported continuous losses for five years [23][25]. - Fan Beauty Diary's international expansion has faced challenges, with its overseas accounts showing low engagement and sales compared to domestic success [21]. - The overall growth rate of the cosmetics market is slowing, with a projected retail sales growth of only 4.4% by May 2025, indicating a more competitive and challenging environment for beauty brands [22].

Core Insights - Fan Beauty Diary, founded by Fan Bingbing, achieved remarkable revenue of 1.45 billion yuan in 2024, ranking 35th in the 2024 China Beauty Brand TOP 100 list [1] - The brand has shown consistent growth over the past four years, with GMV increasing from 300 million yuan in 2021 to over 1.1 billion yuan in 2023 [1][4] - The brand's success is attributed to high-priced products and effective marketing strategies, including collaborations with top influencers [6][10] Revenue and Growth - Fan Beauty Diary's revenue reached 1.45 billion yuan in 2024, with a significant increase from 850 million yuan in 2022 and over 1.1 billion yuan in 2023 [1][4] - The brand's sales record was notably boosted during the 618 shopping festival, where a new product sold 100,000 units in just 10 seconds, generating 19.8 million yuan [1][4] Product Strategy - Fan Beauty has developed a diverse product line, including nine major categories such as beauty devices, makeup, and skincare [4] - The brand's first major hit was the sea grape hydrating mask, which sold 1.2 million pieces in its first month [4][10] - The pricing strategy positions products as mid to high-end, with masks priced between 138 yuan and 198 yuan, significantly higher than competitors [6][10] Marketing and Sales Channels - The brand leverages the influence of Fan Bingbing and partnerships with top livestreaming hosts to drive sales [7][10] - Fan Beauty has a strong online presence, with millions of followers across platforms like Tmall, Xiaohongshu, and Douyin [10] - The brand's marketing strategy focuses on high customer engagement through influencer collaborations, which has proven effective in boosting sales [7][10] Industry Context - The beauty market in China is experiencing a significant reshuffle, with many brands facing challenges and declining sales [15][17] - Fan Beauty's expansion into Southeast Asia and TikTok has not yet yielded the same success as in the domestic market, indicating challenges in replicating its business model abroad [14][15] - The overall growth rate of the cosmetics market is slowing, with a projected retail sales growth of only 4.4% by May 2025 [15]