报告共计：29页 2025年小红书平台热门行业与全球人工智能治理均呈现蓬勃发展态势，二者相互赋能，推动消费与技术领域协同升级。小红书方面，服饰、美护、育儿、食 饮、家居、宠物六大行业表现亮眼，服饰类月均投放品牌数增长56%，古着穿搭 话题浏览量超5亿；美护类月均点赞数增长76%，敏感肌相关内容浏览量达 30亿+；育儿类点赞总数增长54%，"老款小孩"相关笔记互动量提升140%；食饮类笔记总数增长80%，草本养生与"邪修美食"双线流行，邪修美食 话题浏览 量破4.6亿；家居类月均互动量增长67%，智能设备受关注；宠物类预估互动总量增长115%，适宠化设计 等话题热度千万级，各行业均呈现出鲜明的消费趋 势与内容创新方向。全球AI治理方面，2025年成为"实施元年"，呈现规则强制化、格局阵营化等五大趋势，国际组织积极推动原则落地，联合国设立AI独立 国际科学小组，ISO发布首个AI可解释性国际标准，多边集团路径分化，欧盟通过《人工智能法案》及配套战略构建体系化监管，金砖国家双轨推进产业合 作与规则塑造，主权国家战略竞争加剧，中国坚持"发展与安全"并重，推出"人工智能+"行动等举措，美国采取"内松外紧"的结盟战略，各 ...

Core Viewpoint - The beauty industry is experiencing a shift where traditional giants are being challenged by agile "white label" players, particularly in niche segments that have been overlooked by major brands, leading to significant growth in these areas [3][4]. Market Trends - The online beauty market has seen multiple niche categories with transaction growth rates exceeding 50% in the first half of the year, driven primarily by white label brands rather than mainstream giants [7][8]. - Eight beauty subcategories have shown remarkable growth, including body makeup, men's hair care, and foot care, with white label brands playing a crucial role in this expansion [7][8]. Performance Data - Specific high-growth categories include: - Body makeup: 0.36 billion, up 767.92% - Men's hair care: 5.12 billion, up 131.50% - Foot care: 8.04 billion, up 102.48% - Neck care: 7.60 billion, up 73.51% - T-zone care: 8.46 billion, up 69.00% - Men's makeup: 2.00 billion, up 53.57% [8][11]. Competitive Landscape - White label brands have a significant presence in the top 10 rankings of various high-growth categories, particularly in neck care and foot care, indicating their ability to capture market share in less saturated segments [11][12][15]. - The neck care market, for instance, has seen a 73.51% year-on-year growth, with approximately 70% of the top brands being white labels [11][18]. Consumer Insights - The rise of white label brands in niche markets suggests a deeper understanding of consumer needs and a successful strategy to address previously unmet demands [29][32]. - The marketing strategies employed by these brands often focus on "appearance anxiety" and emphasize product efficacy, resonating well with consumers [24][27]. Strategic Implications - The success of white label brands highlights the potential for innovation in product forms and marketing strategies to activate consumer demand in niche segments [29][30]. - Companies in the beauty industry should consider agile responses to market changes and leverage emerging platforms like Douyin for targeted marketing [31][32].

Market Size and Growth Characteristics - The online mask market in China is projected to reach 48.4 billion yuan by 2025, with Douyin leading at 26 billion yuan GMV and a growth rate of 32%, surpassing Taobao and Tmall as the core growth engine [1][11] - Sheet masks remain the mainstream product (89% market share on Douyin), while cream masks are experiencing explosive growth with a year-on-year increase of 174.77%, showcasing differentiated growth potential [1][11] - The global mask GMV is expected to reach 20-25 billion USD by 2025 and 30-40 billion USD by 2030, driven by consumption upgrades and technological iterations in the Asia-Pacific region, particularly in China and India [1][24] Core Consumer Trends and Product Innovations 1. Dual Drive of Efficacy and Emotional Value - Consumer demand is shifting from "ingredient competition" to "emotional value," with the term "self-care skincare" seeing a year-on-year increase of 2169%. Masks are becoming a ritual for self-healing [1][12] - Anti-aging products account for 19% of market share, but 42% of consumers focus on barrier repair, pushing products towards "cell-level precise response" upgrades, such as biomanufacturing and AI customization [1][12] 2. Technological Innovations Reshaping Product Forms - Plant fiber and lyocell mask materials occupy over 50% of the market, with ultrasonic composite mask materials (up 672% year-on-year) enhancing essence penetration [2] - Fresh-lock technology (volume up 244.16%) and freeze-drying technology (volume up 125.33%) preserve active ingredients effectively [2] - Cream masks are expanding from mud-like textures to creams and gels, with innovations like cooling sensations (volume up 477%) and collagen water glow (volume up 498%) enhancing user experience [2] 3. Market Segmentation and Scenario Breakthroughs - Localized care products for specific areas, such as eye and nasolabial fold masks, are seeing significant GMV growth, with products like KAZOO's eye mask providing targeted solutions [3] - Personal care masks for hands, necks, and feet have an online scale of 710 million yuan, with notable growth in Douyin neck masks and Kuaishou foot masks [3] - Four potential categories are emerging: instant (emergency repair), intensive (periodic care), precise (targeted care), and experiential (multi-sensory SPA) masks, reshaping market dynamics [3] Global Market Landscape and Localization Strategies 1. Regional Differentiated Competition - In Southeast Asia, markets in Vietnam and Indonesia have surpassed 100 million yuan in scale within six months, with TikTok Shop as a growth driver, focusing on low-price strategies and localized selections [4][5] - In the US, mid-to-high-end masks account for 84% of the market, emphasizing "collagen + PDRN" anti-aging formulas; Singapore's average transaction price reaches 535.8 yuan, indicating a significant luxury trend [4][5] 2. Sustainability and Technological Integration - Environmental policies are driving the adoption of biodegradable mask materials and bottle recycling initiatives, such as Proya's green packaging plan [6] - Biomanufacturing technologies (e.g., recombinant collagen, microencapsulation) enhance ingredient precision, while the "carbon-negative beauty" concept is gaining traction, with blue algae carbon-sequestering masks seeing a year-on-year volume increase of 125% [6] Future Development Paradigms - The mask industry is expected to exhibit a dual trend of "technological democratization" and "emotional scenarioization," where advanced technologies lower the barriers for high-end ingredients, while fragrance design and skin-specific customization enhance emotional value [7] - Brands need to balance breakthroughs in hard technology (e.g., cell-level repair) with soft power engagement (e.g., cultural resonance) to build competitiveness in the global market through "technological adaptation + localized innovation" [7]