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 - Fast-moving consumer goods (FMCG) retail brands have discovered new growth paths through platforms like Taobao Flash Sale, with significant increases in order volume and revenue [1][6] - The integration of online and offline sales channels is enhancing customer acquisition and retention, leading to a more diverse customer base [5][6] Group 1: Sales Performance - In July, Miniso's transaction volume on Taobao Flash Sale surged, with order volume increasing over four times compared to the platform's initial launch, and over 60,000 orders on July 5 alone [1] - The brand's daily average order growth exceeded 20,000, indicating strong market demand [1] - The sales structure is diversifying, with categories like travel goods and beauty products seeing over 110% and 100% year-on-year growth, respectively [2] Group 2: Customer Insights - Over 70% of orders on Taobao Flash Sale came from new users, highlighting the platform's ability to attract a fresh customer base [1] - The shift in consumer behavior is evident, with an increase in the variety of products purchased, moving beyond emergency needs to include daily necessities and gifts [2][5] - New customer acquisition through online channels is leading to increased foot traffic in physical stores, creating a positive cycle of online-to-offline engagement [5] Group 3: Market Trends - The number of active stores for Miniso has increased by over 1,000, with 4,500 stores now connected to Taobao Flash Sale, particularly in regions like South China and Northeast China [5] - The launch of Taobao Flash Sale has driven significant growth in the number of brands and stores participating, with a 110% increase in new brand entries in July [6] - The platform is expected to generate substantial consumer spending, with estimates suggesting a potential increase of nearly 700 billion yuan in consumption due to promotional activities [6]