Cosmetics yakakosha report: Kusimuka kwezvigadzirwa zvepamba, tarisiro nezvekuvandudzwa kwezvizoro zvemuno
1. Indasitiri yekuChina yezvizorwa iri kuwedzera
1.1 Indasitiri yezvizorwa yakazara inochengetedza maitiro ari kuwedzera
Cosmetics tsananguro uye kupatsanura.Zvinoenderana neRegulations on the Supervision and Administration of Cosmetics (2021 edition), cosmetics inoreva mazuva ese emakemikari zvigadzirwa zvemaindasitiri izvo zvinoiswa paganda, bvudzi, zvipikiri, miromo uye zvimwe zvemuviri wemunhu nekukwesha, kupfapfaidza kana imwe nzira yakafanana nechinangwa. yekuchenesa, kudzivirira, kushongedza uye kugadzirisa.Cosmetics inogona kukamurwa kuita yakakosha cosmetics uye yakajairika cosmetics, pakati peiyo yakakosha zvizorwa inoreva izvo zvinoshandiswa kune bvudzi ruvara, perm, freckle uye kuchena, sunscreen, kudzivirira kurasikirwa kwebvudzi uye zvizoro zvinoti maitiro matsva.Huyero hwemusika wepasi rose wezvizorwa hunoratidza huwandu hwekukura maitiro.Sekureva kweChina Economic Research Institute, kubva muna 2015 kusvika 2021, musika wepasi rose wezvizorwa wakakura kubva pamabhiriyoni zana nemakumi mapfumbamwe nemasere emadhora kusvika pamabhiriyoni mazana maviri nemakumi matatu nenomwe, neCAGR ye3.Pakati pavo, saizi yemusika wepasi rose yakadzikira muna 2020, kunyanya nekuda kwekukanganisa kweCCIDID-19 nezvimwe zvinhu, uye saizi yemusika yakawedzera muna 2021.
North Asia ine chikamu chikuru chemusika wepasi rose wezvizoro.China neindasitiri, maererano nedata kubva kuInstitute muna 2021, kuchamhembe kweAsia, North America, dunhu reEurope mumusika wepasi rose wezvizoro wakaverengera 35%, 26% uye 22% zvichiteerana, iyo ine inopfuura chikamu chimwe muzvitatu cheNorth Asia chakaverengerwa. .Zviripachena kuti musika wepasi rose wezvizorwa wakanyanya kutariswa munzvimbo dzakasimukira hupfumi, neNorth Asia, North America neEurope zvichitora zvinopfuura makumi masere muzana ehuwandu.
Kutengeswa kwese kwekutengesa kwezvinhu zvekuzora muChina kwakaramba kuri kukurumidza kukurumidza uye kucharamba kuine hukuru hwekukura mune ramangwana.Sekureva kweNational Bureau of Statistics, kubva muna 2015 kusvika 2021, kutengesa kwese kwekutengesa kwezvigadzirwa zvekuzora muChina kwakawedzera kubva pa204.94 bhiriyoni yuan kuenda ku402.6 bhiriyoni yuan, ine CAGR ye11.91% panguva iyi, inodarika katatu paavhareji. chiyero chekukura kwepagore chemusika wepasi rose wezvizorwa panguva imwe chete.Nekuvandudzwa kwehupfumi hwevanhu, kudiwa kwezvizoro kuri kuramba kuchiwedzera uye nzira yekutengesa yezvizoro iri kuramba ichiwanda.Chiyero chese chemusika wezvizoro chave kukura nekukurumidza mumakore achangopfuura.Muna 2022, nedenda reCCIDID-19 rakadzokororwa uye kuvharika kukuru mune dzimwe nzvimbo, zvinhu zvemumba uye mashandiro ekunze zvakakanganiswa, uye kutengeswa kwezvizoro muChina kwakadzikira zvishoma, nekutengesa kwepagore kwekutengesa kwezvizoro kunosvika 393.6 bhiriyoni yuan. .Mune ramangwana, nekupora kwedenda uye kusimuka kweGuochao cosmetics, indasitiri yezvizorwa zvepamba icharamba ichikura nemhando yepamusoro, uye chiyero chezvizoro zveChinese chinotarisirwa kuchengetedza kukura kwakanyanya.
Zvigadzirwa zvekuchengetedza ganda, zvigadzirwa zvekuchengeta bvudzi uye makeup zvikamu zvitatu zvakakosha zvemusika wezvizorwa, pakati pezvigadzirwa zvekuchengeta ganda zvinotora nzvimbo yekutanga.Dhata kubva kuChina Economic Research Institute inoratidza kuti mumusika wepasi rose wezvizorwa muna 2021, zvigadzirwa zvekuchengetedza ganda, zvigadzirwa zvekuchengeta bvudzi uye makeup zvichazvidavirira 41%, 22% uye 16% zvichiteerana.Sekureva kwaFrost & Sullivan, zvigadzirwa zvekuchengetedza ganda, zvigadzirwa zvekuchengetedza bvudzi uye makeup zvichaverengera 51.2 muzana, 11.9 muzana uye 11.6 muzana, zvichiteerana, yemusika weChina cosmetics muna 2021. Pakazara, mumusika wepamba nekunze wekuzora, zvigadzirwa zvekuchengetedza ganda. gara pachinzvimbo chikuru, mumusika wemumba chikamu chinodarika hafu.Musiyano ndewekuti zvigadzirwa zvekuchengeta bvudzi remumba uye makeup account yechikamu chakafanana, nepo mumusika wepasi rose wekugadzira, zvigadzirwa zvekuchengeta bvudzi zvinosvika 6 muzana mapoinzi kupfuura ekuenzanisa makeup.
1.2 Chiyero chekuchengeta ganda renyika yedu yese chiri kuramba chichikura
Huyero hwemusika wekuChina wekuchengeta ganda unoramba uchikura uye unotarisirwa kudarika 280 bhiriyoni yuan muna 2023. Sekureva kweiMedia Research, kubva 2015 kusvika 2021, saizi yemusika wekuChina wekuchengeta skincare yakakwira kubva pa160.6 bhiriyoni kusvika pa230.8 bhiriyoni yeyuan, ine CAGR ye 6.23 muzana panguva iyi.Muna 2020, nekuda kwekukanganisa kweCCIDID-19 nezvimwe zvinhu, chiyero chemusika wekuChina wekuchengeta ganda wakadzikira, uye muna 2021, kudiwa kwakaburitswa zvishoma nezvishoma uye chiyero chakadzokera mukukura.Imedia Research inofanotaura kuti kubva muna 2021 kusvika 2023, musika wekuChina wekuchengeta ganda uchakura paavhareji gore negore kukura kwechikamu che10.22%, uye ichakura kusvika 280.4 bhiriyoni yuan muna 2023.
Munyika yedu, zvigadzirwa zvekuchengetedza ganda zvakasiyana uye zvinopararira, cream cream, emulsion inowanzoshandiswa zvigadzirwa.Sekureva kweiMedia Research, muna 2022, vatengi vekuChina vakashandisa zvigadzirwa zvekuchengetedza ganda zvine mwero wepamusoro wekushandisa cream uye lotion, ne46.1% yevatengi vanoshandisa kirimu uye 40.6% vachishandisa mafuta ekuzora.Kechipiri, yekuchenesa kumeso, kirimu yeziso, toner uye mask zvakare ndizvo zvinonyanya kushandiswa zvigadzirwa nevatengi, zvinoverengera zvinopfuura makumi matatu%.Nekuvandudzwa kwemararamiro evanhu, vane zvinodiwa zvepamusoro zvekutaridzika, kuwedzera kudiwa kwekuchengetwa kweganda senge kuchengetedza uye anti-kuchembera, uye zvimwe zvakanatswa zvezvigadzirwa zvekuchengetedza ganda, izvo zvinosimudzira indasitiri yekuchengeta ganda kuti ienderere mberi nekuvandudza muzvikamu zvakasiyana. , uye zvimwe zvakasiyana-siyana uye zvinoshanda zvigadzirwa.
1.3 Chiyero chekukura kweChinese makeup chiyero chakajeka
Musika wekuChina wekugadzira makeup unoramba uchikura nekukurumidza uye unoshamisa kupfuura indasitiri yekuchengeta ganda.Sekureva kweMedia Research, kubva 2015 kusvika 2021, musika weChina wekugadzira wakawedzera kubva pa25.20 bhiriyoni yuan kusvika 44.91 bhiriyoni yuan, ine CAGR ye10.11%, yakakwira zvakanyanya kupfuura kukura kwemusika wekuchengeta skincare panguva imwe cheteyo.Zvakafanana nezvigadzirwa zvekuchengetedza ganda, musika weChina wekushongedza wakakanganiswa nedenda muna 2020, uye chiyero chegore rose chakadzikira ne9.7%.Nekuti denda rakanyanya kukanganisa kudiwa kwekuzora, nepo kudiwa kwekuchengetwa kweganda kwaive kwakadzikama, saizi yemusika wekugadzira yakaderera kupfuura iyo yemusika wekuchengeta ganda mugore iroro.Kubva 2021, kudzivirira uye kutonga kwedenda zvishoma nezvishoma kwakava zvakajairika, uye muna 2023, China yakaisa Kirasi B uye B chubhu yeinoveli coronavirus.Kukanganisa kwedenda kwakadzikira zvishoma nezvishoma, uye kuda kwevagari vemo kwakavandudzika.Imedia Research inofanotaura kuti musika weChina wekugadzira makeup uchasvika 58.46 bhiriyoni yuan muna 2023, nekukura kwechikamu che14.09% kubva 2021 kusvika 2023.
Mwero wekushandiswa kwechiso, chigadzirwa chemutsipa uye chigadzirwa chemuromo chakakwira zvakanyanya munyika yedu.Sekureva kweMedia Research, zvigadzirwa zvechiso nemutsipa, zvinosanganisira hwaro, BB cream, yakasununguka hupfu, hupfu uye contorting poda, ndiyo inonyanya kushandiswa kugadzira zvigadzirwa nevatengi veChinese muna 2022, inoverengera 68.1 muzana yehuwandu.Chechipiri, kushandiswa kwezvigadzirwa zvemiromo senge lipstick uye lip gloss zvakare kwaive kwakakwira, kusvika pa60.6%.Kunyangwe chinodikanwa chekupfeka masiki panguva yedenda, kushandiswa kwezvigadzirwa zvemiromo kwakaramba kwakakwira, zvichiratidza kukosha kwekupenda miromo mukugadzira kutaridzika kwese.
1.4 Kukura nekukurumidza kwematanho epamhepo kunobatsira kusimudzira indasitiri
E-commerce chiteshi chave chiteshi chikuru chemusika weChinese cosmetics.Sekureva kweChina Economic Indasitiri Research Institute, muna 2021, e-commerce, supermarket uye dhipatimendi kutengesa kuchaita 39%, 18% uye 17% yemusika wekuChina wekuchengeta runako, zvichiteerana.Nekukurumidza kukurumbira kweInternet uye kusimuka kwemapfupi evhidhiyo mapuratifomu akadai saDouyin Kuaishou, mabhureki ezvizoro kumba nekune dzimwe nyika akavhura dhizaini yavo yepamhepo.Zvakasanganiswa nekukurumidzira kushanduka kwemaitiro evagari vekudya zvakakonzerwa nedenda, e-commerce chiteshi akagadzira nesimba.Muna 2021, chikamu chekutengeswa kwee-commerce chiteshi mumusika wekuChina wekuchengeta runako chakawedzera nezvikamu makumi maviri nerimwe muzana zvichienzaniswa ne2015, uye yakapfuura nere zvitoro zvemadhipatimendi nematanho emasupamaketi.Kukura nekukurumidza kwematanho epamhepo kunotyora zvimisikidzo zvedunhu uye kunovandudza kushandiswa kwezvizoro.Zvichakadaro, inopawo mikana yekusimudzira yemhando dzezvizoro zvemuno uye inobatsira kukurumidza kusimudzira indasitiri yese.
2. Zvigadzirwa zvekune dzimwe nyika zvinogara zvakanyanya, uye mhando dzepamba dzinotsiviwa nekukurumidza mumisika yakakurumbira
2.1 Makwikwi emusika echelons
Iwo anokwikwidza echelons ezvizoro brands.Zvinoenderana neForward-inotaridzika Indasitiri Research Institute, makambani epasi rose ezvezvizoro akakamurwa kuita matatu echelons.Pakati pavo, echelon yekutanga inosanganisira L 'Oreal, Unilever, Estee Lauder, Procter & Gamble, Shiseido uye mamwe marudzi ane mukurumbira pasi rose.Panyaya yemusika weChina, maererano nedatha yeForward-inotarisa Indasitiri Research Institute, kubva pamaonero emutengo wechigadzirwa nemapoka anotarirwa, musika weChina wekuzora unogona kukamurwa kuita zvikamu zvishanu, zvinoti zvepamusoro-soro (yepamusoro) zvizoro, zvakakwirira. -magumo ekuzora, epakati uye epamusoro-ekupedzisira cosmetics, akawanda cosmetics, uye yekupedzisira inodhura-inoshanda musika.Pakati pavo, iyo yepamusoro-yekupedzisira yemusika weChinese cosmetics inotongwa nemhando dzekunze, mazhinji ayo ari epasi rose epamusoro cosmetics brand, akadai LAMER, HR, Dior, SK-Ⅱ zvichingodaro.Panyaya yemhando dzezvizoro zvemuno, ivo vanonyanya kutarisana nepakati uye yepamusoro-soro, yakakurumbira uye inodhura zvakanyanya misika muChina, yakadai sePelaya neMarumi.
2.2 Mabhureki ekunze achiri kutonga
Makuru eEuropean neAmerica mabhureki anotungamira chikamu chemusika chezvizoro munyika yedu.Zvinoenderana nedata reEuromonitor, muna 2020, mhando dzepamusoro pamusika weChinese cosmetics indasitiri L 'Oreal, Procter & Gamble, Estee Lauder, Shiseido, Louis Denwei, Unilever, AmorePacific, Shanghai Jahwa, Jialan zvichingodaro.Pakati pavo, mhando dzezvizoro zveEuropean neAmerica dzinonakidzwa nemukurumbira wepamusoro mumusika weChinese, uye L 'Oreal neProcter & Gamble vanoramba vachitungamira migove yemusika.Sekureva kweEuromonitor, migove yemusika yeL 'Oreal uye Procter & Gamble mumusika weChina wezvizoro mu2020 yaive 11.3% uye 9.3%, zvichiteerana, yakakwira 2.6 muzana mapoinzi uye pasi 4.9 muzana mapoinzi zvichienzaniswa ne2011. Zvakakosha kuziva kuti kubvira 2018 , Chikamu chemusika cheL 'Oreal muChina chakawedzera.
Muchikamu chepamusoro-chepamusoro cheChinese cosmetics, L 'Oreal uye Estee Lauder mugove wemusika unodarika 10%.Sekureva kweEuromonitor, muna 2020, mhando nhatu dzepamusoro dzepasi rose mumusika wepamusoro weChinese cosmetics indasitiri L 'Oreal, Estee Lauder naLouis Vuitton, zvichiteerana, vaine migove yemusika inoenderana 18.4%, 14.4% uye 8.8%.Panyaya yemhando dzepamba, muna 2020, pakati peTOP 10 yepamusoro-yekupedzisira cosmetics brands muChina, maviri mabhureki emuno, zvakateerana Adolfo neBethany, ine inoenderana musika mugove we3.0% uye 2.3%.Zvinoonekwa, munzvimbo yepamusoro-yekupedzisira cosmetics, mhando dzepamba dzichine kamuri hombe yekuvandudza.Mumunda weChinese mass cosmetics, Procter & Gamble inotungamira nzira uye mhando dzepamba dzinotora nzvimbo.Sekureva kweEuromonitor, mumusika weChina wezvizorwa mukuru muna 2020, chikamu chemusika cheProcter & Gamble chakasvika 12.1%, chichiisa wekutanga pamusika, chichiteverwa nechikamu cheL 'Oreal che8.9%.Uye mhando dzemuno dzine rimwe simba rekukwikwidza mumusika weChinese mass cosmetics.Pakati pemhando gumi dzepamusoro muna 2020, mhando dzemuno dzinoita makumi mana muzana, kusanganisira Shanghai Baiquelin, Jia LAN Group, Shanghai Jahwa neShanghai Shangmei, ine migove yemusika inoenderana ye3.9%, 3.7%, 2.3% uye 1.9% zvakateerana, pakati payo Baiquelin pachinzvimbo chechitatu.
2.3 yepamusoro-yekupedzisira musika wekutengesa wakakwira, makwikwi emusika mukuru anowedzera
Mumakore gumi achangopfuura, kuwanda kweindasitiri yezvizoro kwakadzikira kutanga ndokuzowedzera.Sekureva kweForward-Loking Industry Research Institute, kubva muna 2011 kusvika 2017, huwandu hweindasitiri yezvizorwa muChina hwakaramba huchidzikira, CR3 ichidzika kubva pa26,8% kuenda pa21.4 percent, CR5 kubva pa33,7 percent kuenda pa27.1 percent, uye CR10 kubva pa44,3 percent kuenda pa38.6. muzana.Kubva 2017, iyo indasitiri yevasungwa yakawedzera zvishoma nezvishoma.Muna 2020, kuwanda kweCR3, CR5 uye CR10 muindasitiri yezvizoro yakakwira kusvika 25.6%, 32.2% uye 42.9%, zvichiteerana.
Iko kusungirirwa kwemusika wezvizoro-yepamusoro-soro kwakakwira uye kukwikwidza kwemusika wezvizoro kunotyisa.Sekureva kweEuromonitor, muna 2020, CR3, CR5 uye CR10 yemusika weChina wepamusoro-soro wezvizoro ichaita 41.6%, 51.1% uye 64.5% zvichiteerana, ukuwo CR3, CR5 uye CR10 yemusika weChina wezvizoro wezvizoro ichaita 24.9%, % uye 43.1% zvichiteerana.Zviripachena kuti yemakwikwi maitiro ezvekuzora musika wekupedzisira wakanyanya kukwirira.Nekudaro, kuwanda kwemisika mizhinji kwakapararira uye kukwikwidza kunotyisa.Procter & Gamble chete uye L 'Oreal vane mugove wepamusoro.
3. Kupora kwepashure-denda + kukwira kwefungu, tarisiro pamusoro pebudiriro yeramangwana yezvizoro zvemuno.
3.1 Post-denda kupora uye kamuri hombe yekukura kwekushandisa kwemunhu
Munguva yedenda, kudiwa kwevatengi kwekuzora kwakakanganiswa zvakanyanya.Kubva mukupera kwa2019, kudzokororwa kwakadzokororwa kweiyo novel coronavirus denda kwakaganhurira kufamba kwevagari uye kukanganisa kudiwa kwavo kwekuzora kusvika pamwero wakati.Zvinoenderana neongororo data yeMedia Research, muna 2022, vangangoita makumi masere muzana evatengi veChinese vanotenda kuti denda iri rine chekuita nekudiwa kwekugadzira, uye vanopfuura hafu yavo vanofunga kuti mamiriro ekushanda pamba panguva yedenda achaderedza. kuwanda kwekuzora.
Kukanganisa kwedenda kuri kupera zvishoma nezvishoma, uye indasitiri yezvizorwa yave kuda kupora.Mumakore matatu apfuura, kudzokororwa kwakadzokororwa kweiyo novel coronavirus denda kwakatadzisa kusimukira kwehupfumi hweChina kusvika pamwero wakati, uye kudiwa kwezvizoro kwakadzikira nekuda kwezvinhu zvisina kunaka senge kusasimba kwekushandisa kwevagari, zvirambidzo zvekufamba, mask. zvirambidzo uye zvipingamupinyi zvekutakura.Zvinoenderana neNational Bureau of Statistics, iyo yakawedzera kutengeswa kwekutengesa kwezvinhu zvevatengi muna 2022 yaive 439,773.3 bhiriyoni yuan, yakaderera 0.20% gore negore;Kutengeswa kwekutengesa kwezvizoro kwaive 393.6 bhiriyoni yuan, pasi ne4.50% gore pagore.Muna 2023, China ichashandisa "Kirasi B neB chubhu" yehutachiona hwekoronavirus uye haichaite matanho ekuvharirwa.Kukanganisa kwedenda pahupfumi hweChinese kunodzikira zvishoma nezvishoma, kuvimba kwevatengi kwawedzera, uye kuyerera kwevanhu pasina Indaneti kwawedzera zvakanyanya, izvo zvinotarisirwa kuwedzera kudiwa kweindasitiri yezvizoro.Zvinoenderana neazvino data kubva kuNational Bureau of Statistics, kutengeswa kwekutengesa kwezvinhu zvevatengi kwakawedzera ne3.50% mumwedzi miviri yekutanga ye2023, pakati peiyo kutengeswa kwezvizoro kwakawedzera ne3.80%.
Iko kunatsiridzwa kweper capita yekushandisa level yezvizora yakakura.Muna 2020, kudyiwa kwezvizoro kuChina kwaive nemadhora makumi mashanu nemasere, zvichienzaniswa nemadhora mazana maviri nemakumi manomwe nenomwe muUnited States, madhora mazana maviri nemakumi manomwe nenomwe muJapan uye madhora mazana maviri nemakumi maviri nenhatu muSouth Korea, ese anopfuura mana padanho repamba, sekutsvagurudza.Nezvikamu, musiyano uripo pakati peChinese makeup per capita usero level uye yenyika dzakabudirira yakakura.Zvinoenderana nedata reKanyan World, muna 2020, iyo per capita inoshandiswa kugadzira makeup muUnited States neJapan ichave $44.1 uye $42.4 zvakateerana, nepo muChina, iyo per capita inoshandiswa pakugadzira inongove $6.1 chete.Per capita makeup inoshandiswa muUnited States neJapan iri pakati pepamusoro-soro pasi rose, 7.23 nguva uye 6.95 nguva yeChina.Panyaya yekuchengetwa kweganda, mari yemunhu muJapan neSouth Korea iri kumberi, inosvika madhora zana nemakumi maviri nenomwe nemazana matanhatu nemadhora zana nemakumi maviri nemazana mana zvichiteerana muna 2020, nguva 4.37 uye 4.22 nguva yeChina panguva imwe chete.Pakazere, zvichienzaniswa nenyika dzakabudirira, iyo per capita yekushandiswa mwero wekuchengetedza ganda, makeup uye zvimwe zvekuzora yakaderera munyika yedu, iyo ine kanopfuura kaviri kamuri yekuvandudza.
3.2 Kusimuka kweChina-Chic runako
Huwandu hwemhando dzekugadzira epamba mumusika weChinese makeup huri kuwedzera nekukurumidza.Muna 2021, maChinese, American, French, Korean and Japanese brands achaita 28.8 muzana, 16.2 muzana, 30.1 muzana, 8.3 muzana uye 4.3 muzana yemusika wekugadzira, zvichiteerana, maererano neChina Economic Research Institute.Zvakakosha kucherechedza kuti maChinese cosmetics brands akasimukira nekukurumidza, nemhando dzezvekuzora dzemuno dzichiwedzera chikamu chavo chemusika wezvizoro wepamba nezvikamu zvisere kubva muzana pakati pa2018 na2020, nekuda kwekushambadzira kwemaitiro enyika, mabhenefiti ane mutengo, uye kurima mhando nyowani. uye blockbuster zvinhu.Munguva yekusimuka kwezvigadzirwa zvemumba, mapoka epasi rose ari kukwikwidzawo musika wepasi-pasi kuburikidza nemhando dzemhando, uye makwikwi emusika wezvizoro weChinese ari kuramba achiwedzera.Nekudaro, zvichienzaniswa neindasitiri yekuchengetedza ganda, mhando dzepamba dzinogona kuwanazve musika wepamba nekukurumidza muindasitiri yezvizorwa, ine hunhu hwakasimba hwefashoni uye kushomeka kwemushandisi.
Muindasitiri yekuChina yekugadzira makeup, chikamu chemusika chemhando dzemusoro chadzikira, uye mhando dzepamba dzakabudirira kurwiswa.Dhata kubva kuChina Economic Research Institute inoratidza kuti muna 2021, CR3, CR5 uye CR10 yeChina yekugadzira makeup indasitiri ichave 19.3%, 30.3% uye 48.1%, zvichiteerana, pasi ne9,8 percent, 6.4 percent uye 1.4 percent zvichienzaniswa ne2016. Mumakore achangopfuura, huwandu hwese hweindasitiri yekuzora muChina hwadzikira, kunyanya nekuti chikamu chemusika wemabhizinesi anotungamira seL 'Oreal naMaybelline wadzikira zvakanyanya.Sekureva kweChina Economy Industrial Research Institute, iyo TOP 1 uye TOP 2 mumusika wekugadzira muna 2021 ndiHuaxizi uye Perfect Journal, ine musika we6.8% uye 6.4% zvichiteerana, ese ari maviri akawedzera neinopfuura 6 muzana mapoinzi zvichienzaniswa ne2017. uye vakabudirira kupfuura Dior, L 'Oreal, YSL uye mamwe mabhuranzi makuru epasi rese.Mune ramangwana, nekudzikira kwekuwanda kwezvinhu zvemumba, iyo indasitiri yekugadzira ichiri kufanira kudzokera kune yakakosha zvigadzirwa.Brand, mhando yechigadzirwa, kushanda zvakanaka kwechigadzirwa, hunyanzvi hwekushambadzira uye mamwe mafambiro ndiwo kiyi yekusimudzira uye kune hutano kusimudzira kwemhando dzemuno mushure mekubuda kwavo.
3.3 Runako rwechirume hupfumi, wedzera huwandu hwemusika wezvizoro
Musika wekuChina wekuchengeta ganda revarume uri kukura nekukurumidza.Nekuvandudzwa kweThe Times, pfungwa yerunako uye kuchengetwa kweganda inobhadharwa zvakanyanya nemapoka echirume.Kuzivikanwa kwechirume makeup kuri kuwedzerawo zvishoma nezvishoma, uye kudiwa kwekuchengetwa kweganda remurume uye makeup kuri kukura zuva nezuva.Zvinoenderana neCBNDta's 2021 Men's Skincare Market Insight, avhareji mutengi wechirume anotenga 1.5 skincare zvigadzirwa uye 1 makeup chigadzirwa pamwedzi.Dhata kubva kuTmall uye imedia Tsvagiridzo inoratidza kuti kubva 2016 kusvika 2021, chiyero chemusika wezvigadzirwa zveganda revarume muChina chakakura kubva pa4.05 bhiriyoni yuan kusvika pa9.09 bhiriyoni yuan, iine CAGR ye17.08% panguva iyoyo.Kunyangwe pasi pekukanganisa kwedenda, chiyero chemusika wekuChina wekuchengeta ganda revarume chiri kuramba chichikura, izvo zvinoratidza kugona kwayo kushandiswa kukuru.Imedia Research inofungidzira kuti huwandu hwemusika wekuchengeta ganda revarume veChinese huchapfuura bhiriyoni gumi yuan muna 2022, uye hunotarisirwa kuwedzera kusvika 16.53 bhiriyoni yuan muna 2023, neavhareji pagore kukura kwechikamu che29.22% kubva 2021 kusvika 2023.
Varume vazhinji vatove nemaitiro ekuchengeta ganda, asi chikamu chidiki muzana vanopfeka makeup.Zvinoenderana ne2021 "Male Runako Economy" tsvagiridzo yakaburitswa neMob Research Institute, vanopfuura makumi matanhatu neshanu muzana evarume vakazvitengera zvigadzirwa zvekuchengetedza ganda, uye vanopfuura makumi manomwe muzana evarume vane maitiro ekuchengeta ganda.Asi kugamuchirwa kwevarume kwekupoda-poda hakusati kwakakwirira, hakuna kutanga tsika yerunako.Zvinoenderana nedata reongororo yeMob Research Institute, vanopfuura makumi matanhatu muzana evarume havafe vakapfeka makeup, uye zvishoma kudarika gumi muzana yevarume vanoomerera pakuzora zuva rega rega kana kazhinji.Mumunda wekugadzira, varume vakakura vanofarira kutenga zvigadzirwa zvezvinonhuwira, uye mushure me1995 varume vane kudiwa kwepamusoro kwepenzura yeziso, hwaro uye hupfu hwebvudzi.
3.4 Rutsigiro rwemitemo yekusimudzira budiriro yemaindasitiri epamusoro
Iko kushanduka kweindasitiri kuronga kwezvizoro munyika yedu.Sekureva kweForesight Industry Research Institute, mukati menguva yechigumi nembiri yeChirongwa cheMakore mashanu, nyika yakatarisana nekugadzirisa chimiro cheindasitiri yezvizorwa uye nekugadzirisa chimiro chebhizinesi;Munguva yegumi nematatu yeChirongwa cheMakore mashanu, nyika yakasimudzira kukwana kwemitemo nemirairo ine chekuita nezvezvizoro, yakagadziridza mitemo yehutsanana yehutsanana, uye yakasimbisa hutongi kuti ikurumidze kugadziridza indasitiri uye kukurudzira kusimudzira kwakamisikidzwa kweindasitiri.Munguva yegumi nemana yeChirongwa cheMakore mashanu, nyika yakaita zviito zvekuvaka mhando kugadzira nekurima emhando yepamusoro yezvigadzirwa zveChinese uye kusimudzira kusimudzira uye kwemhando yepamusoro indasitiri.
Indasitiri yezvizorwa iri pasi pekutariswa kwakasimba uye nguva yekuvandudzwa kwemhando yepamusoro ndiyo yakajairika.Muna Chikumi 2020, The State Council yakazivisa Mitemo pamusoro peKutarisira uye Kutungamira kweCosmetics (iyo New Regulations), iyo ichauya kushanda pakutanga kwe2021. Zvichienzaniswa nekare Regulation muna 1990, zvizoro zvakachinja maererano netsanangudzo, chiyero. , kupatsanurwa kwemabasa, kunyoreswa uye hurongwa hwekufambisa, kunyora, kusimba uye hupamhi hwechirango, nezvimwewo. Iyo yekutarisa sisitimu yeindasitiri yezvizoro ndeye sainzi, yakaenzana uye inoshanda, uye zvakanyanya kukoshesa kuchengetedzwa kwechigadzirwa uye yemhando yepamusoro.Kubva pakatanga chirongwa chegumi nemana cheMakore mashanu, marongero akaita seMatanho eKunyoreswa uye Kunyoreswa kwezvizoro, Mayero ekuongororwa kweCosmetic Product Efficacy Claims, Matanho ekutarisira uye manejimendi eKugadzirwa Kwekuzora uye Kushanda, Mayero ehutongi hwemhando. yeCosmetic Production, uye Matanho eManejimendi eAdverse Reaction Monitoring yeCosmetics zvakaburitswa zvakatevedzana, izvo zvakamisa nekugadzirisa zvakasiyana siyana zveindasitiri yezvizorwa.Inofananidzira kuti nyika yedu iri kutungamira kuindasitiri yezvizoro inowedzera kuomarara.Pakupera kwa2021, China Fragrance & Fragrance Cosmetics Indasitiri Association yakapasa chirongwa chechigumi nemana cheMakore mashanu Ekuvandudza kweChina Cosmetics Indasitiri, iyo inoda kuenderera mberi nekudzikiswa kweiyo gaka rekugadzirisa pakati pekusimudzira indasitiri nezvinodiwa zvekutonga, uye kudzamisa kugovera-parutivi shanduko yezvimiro zvichibva pane. reform uye innovation.Kuenderera mberi kwekuvandudzwa kwemitemo ine chekuita necosmetics nemirau, kuenderera mberi kwekuvandudza nekusimudzira indasitiri, uye kuenderera mberi kwekuvandudzwa kwemabhizinesi emuno ekuzora kunotungamira nekusimudzira budiriro yemhando yepamusoro yeindasitiri.
3.5 Dzosera zvigadzirwa, kuchengetedza kweganda rinoshanda kwakakurumbira
Kushandiswa kuri kudzoka zvishoma nezvishoma kune rationality, uye zvigadzirwa zviri kudzokera kumhando uye kushanda.Zvinoenderana neIIMedia dhata rekutsvagisa, muna 2022, zvinotarisirwa nevatengi veChinese kubva mukuvandudzwa kweindasitiri yezvizorwa ndeyekurebesa nguva yechigadzirwa, uye chiyero chekubvumidzwa chakakwira kusvika pa56.8%.Kechipiri, vatengi veChinese vanobhadhara zvakanyanya uye zvakanyanya kutarisisa kune komputa mhedzisiro yezvizoro, inoverengera 42.1% yehuwandu.Vatengi vanoisa kukosha kwakanyanya kune mhedzisiro yezvizoro pane zvinhu zvakaita semhando, mutengo uye kukwidziridzwa.Kazhinji, nekusimudzira kwakamisikidzwa kweindastiri, mhando yechigadzirwa uye tekinoroji inoramba ichikwirisa, mashandisirwo ezvizoro achaita kunge ane musoro, chigadzirwa mhedzisiro, komputa mhedzisiro, mutengo wehushamwari zvigadzirwa zvine zvimwe zvakanakira pamusika.Mushure mehondo yekushambadzira, mabhizinesi ezvizoro akatendeukira kuhondo yesainzi uye tekinoroji, achiwedzera kutsvagisa nekusimudzira kudyara, kuvandudza kushanda kwechigadzirwa uye kuita, kuitira kuti vatore mamwe migove mumusika mutsva wevatengi.
Musika weChina unoshanda wekuchengetedza ganda wawana kusvetukira kumberi uye unotarisirwa kuchengetedza budiriro yekukurumidza mumakore mashoma anotevera.Dhata kubva kuHuachen Industry Research Institute inoratidza kuti kubva muna 2017 kusvika 2021, chiyero chemusika cheChina chekushanda kweganda rekuchengetedza indasitiri chakakura kubva pa13.3 bhiriyoni yuan kuenda pa30.8 bhiriyoni yuan, nekukura kwechikamu che23.36%.Kunyangwe zvakadzokororwa kukanganisa kweCCIDID-19, musika wezvigadzirwa zvekuchengetedza ganda uchiri kuramba uchikura nekukurumidza.Mune ramangwana, sezvo kukanganisa kwedenda kunopera zvishoma nezvishoma, kuvimba kwevatengi zvishoma nezvishoma kunodzokera kune zvakajairwa, basa rekuchengetedza ganda rinodiwa richaunza kupora, sekureva kweChina Economic Research Institute forecast, musika weChina wekuchengetedza ganda unosvika 105.4 bhiriyoni yuan. muna 2025, ichityora mabhiriyoni echiyero, CAGR inotarisirwa kunge yakakwira se36.01% panguva ya2021-2025.
4. Cosmetics indasitiri cheni uye ane hukama akakosha makambani
4.1 Cosmetics Indasitiri Chain
Yedu yeindasitiri yezvizorwa ketani inosanganisira kukwira kumusoro zvigadzirwa, epakati pemvura mhando, uye yakadzika nzira dzekutengesa.Zvinoenderana netarisiro yeChina Economic Research Institute neKosi Stock, iyo iri kumusoro kweindasitiri yezvizorwa inonyanya vatengesi vezvizoro uye vanopakura zvinhu.Pakati pavo, cosmetics mbishi zvinhu zvinosanganisira matrix, surfactant, kuita uye tekinoroji zvikamu, zvinoshanda zvinosanganisa zvikamu zvina.Vatengesi vezvizoro zvekumusoro vane kodzero isina kusimba yekutaura, zvakanyanya nekuda kwekushaiwa kwavo tekinoroji, kuongorora uye kuyedzwa, kutsvagisa nekusimudzira hunyanzvi uye zvimwe zvinhu.Cosmetics indasitiri yepakati peiyo brand, mune yakazara maindasitiri cheni mune yakasimba chinzvimbo.Zvizoro zvemhando zvinogona kukamurwa kuita mhando dzemumba uye zvigadzirwa zvinotengeswa kunze kwenyika.Avo vane masimba mukugadzira, kurongedza kwechigadzirwa, kushambadzira uye kushambadzira, nezvimwe, vane yakasimba brand mhedzisiro uye yepamusoro chigadzirwa premium kugona.Iyo yepasi peiyo indasitiri yezvizorwa ndeyevanopa chiteshi, kusanganisira chiteshi chepamhepo seTmall, Jingdong neDouyin, pamwe chete nematanho ekunze akadai semasupamaketi, zvitoro uye vamiririri.Nekukurumidza kukura kweInternet, nzira dzepamhepo dzave nzira huru yekutanga yezvigadzirwa zvekuzora.
4.2 Makambani akanyorwa ane hukama neketani yemaindasitiri
Cosmetics indasitiri ketani yakanyorwa makambani ainyanya kutariswa pakati nepamusoro kusvika.(1) Kumusoro kweketani yemaindasitiri: maererano nekugovaniswa kwezvinhu, vatengesi vezvigadzirwa zvepamusoro vanopa hyaluronic acid, collagen, flavour, nezvimwe. Pakati pavo, vanogadzira hyaluronic acid ndiHuaxi Biological, Lushang Development's Furuida, nezvimwewo, iyo kupihwa kwecollagen ndeye Chuanger Biological, Jinbo Biological, nezvimwewo, kupihwa kwemazuva ese emakemikari anonhuwirira uye anonhuwirira mabhizinesi, anosanganisira Kosi Shares, Huanye zvinonhuwira, Huabao Shares, nezvimwe. zvishoma nezvishoma akakura uye makambani mazhinji akanyorwa zvinobudirira.Semuenzaniso, mumusika weA-share, Pelaya, Shanghai Jahwa, Marumi, Shuiyang, Betaini, Huaxi Biology, nezvimwewo, mumusika wemasheya weHong Kong, Juzi Biology, Shangmei Shares, nezvimwe.
Nguva yekutumira: Kubvumbi-04-2023
