Ingxelo ekhethekileyo yezimonyo: Ukunyuka kweemveliso zasekhaya, ithemba malunga nokuphuhliswa kwezithambiso zendawo
1. Ishishini lezithambiso zaseTshayina liyakhula
1.1 Ishishini lezithambiso lilonke ligcina umkhwa okhulayo
Inkcazo yezithambiso kunye nokuhlelwa.NgokweMimiselo yoLawulo kunye noLawulo lweZithambiso (uhlelo luka-2021), izithambiso zibhekisa kwiimveliso zemihla ngemihla zemichiza ezisetyenziswa eluswini, kwiinwele, ezinzipho, emilebeni nakweminye imiphezulu yomzimba womntu ngokuhlikihla, ukutshiza okanye ezinye iindlela ezifanayo ngenjongo. yokucoca, ukukhusela, ukuhombisa kunye nokuguqula.Izithambiso zinokwahlulwa zibe zizithambiso ezikhethekileyo kunye nezithambiso eziqhelekileyo, phakathi kwazo izithambiso ezikhethekileyo zibhekiselele kwezo zisetyenziselwa umbala weenwele, iperm, i-freckle kunye ne-whitening, i-sunscreen, ukuthintela ukulahleka kweenwele kunye nezithambiso ezibanga iziphumo ezintsha.Isikali semarike yezithambiso zehlabathi sibonisa indlela yokukhula iyonke.Ngokutsho kweZiko loPhando loQoqosho laseTshayina, ukusuka ngo-2015 ukuya ku-2021, imarike yezithambiso zehlabathi ikhule ukusuka kwi-198 yeebhiliyoni zee-euro ukuya kwi-237.5 yeebhiliyoni zee-euro, kunye ne-CAGR ye-3.08% ngeli xesha, igcina umkhwa wokukhula ngokubanzi.Phakathi kwazo, ubungakanani bentengiso yezithambiso zehlabathi buhlile ngo-2020, ikakhulu ngenxa yempembelelo ye-COVID-19 kunye nezinye izinto, kwaye ubungakanani bentengiso buphinde babuya ngo-2021.
UMntla Asia unesabelo esikhulu semarike yezithambiso zehlabathi.I-China ngoshishino, ngokwedatha evela kwiziko ngo-2021, kumantla e-Asiya, kuMntla Melika, kwingingqi yaseYurophu kwimarike yezithambiso zehlabathi ibalelwa kuma-35%, ama-26% kunye nama-22% ngokulandelelanayo, ethe yabalwa ngaphezu kwesithathu se-Asia esemantla. .Kuyacaca ukuba imarike yezithambiso zehlabathi igxile ikakhulu kwimimandla ephuhliswe ngokwezoqoqosho, uMntla Asia, uMntla Melika kunye neYurophu ithatha ngaphezulu kwe-80% yetotali.
Iyonke intengiso yeentengiso zempahla yokuthambisa e-China igcine ukukhula okukhawulezayo kwaye iseza kuba neempawu zokukhula okuphezulu kwixesha elizayo.Ngokuka-National Bureau of Statistics, ukusuka ngo-2015 ukuya ku-2021, intengiso iyonke yeemveliso zokuthambisa e-China inyuke ukusuka kwi-204.94 yeebhiliyoni zeeyuan ukuya kwi-402.6 yeebhiliyoni zeeyuan, kunye ne-CAGR ye-11.91% ngeli xesha, elingaphezulu kokuphindwe kathathu kumndilili. Inqanaba lokukhula elihlanganisiweyo lonyaka kwintengiso yezithambiso zehlabathi kwangelo xesha linye.Ngophuhliso loqoqosho lwentlalo, imfuno yezithambiso iya isiba ngakumbi kwaye ixhaphake kwaye ijelo lokuthengisa lezithambiso lisiya lisiba yintlobo ngeentlobo.Isikali sonke sentengiso yezithambiso sikhula ngokukhawuleza kwiminyaka yakutshanje.Ngo-2022, ngobhubhani we-COVID-19 ophindaphindiweyo kunye nokuvalwa okukhulu kwezinye iindawo, ukuhanjiswa kwempahla yasekhaya kunye nokusebenza ngaphandle kweintanethi kwachaphazeleka, kunye nokuthengiswa kweentengiso zezithambiso e-China kwehle kancinci, intengiso yonyaka yokuthengisa yezithambiso yafikelela kuma-393.6 eebhiliyoni zeeyuan. .Kwixesha elizayo, ngokuchacha emva kobhubhane kunye nokunyuka kwezithambiso ze-Guochao, imboni yezothambiso yasekhaya iya kuqhubeka nokuphuhlisa umgangatho ophezulu, kwaye ubungakanani bezinto zokuthambisa zaseTshayina kulindeleke ukuba zigcine ukukhula okuphezulu.
Iimveliso zokhathalelo lwesikhumba, iimveliso zokhathalelo lweenwele kunye ne-makeup ngamacandelo amathathu abalulekileyo emarike yezithambiso, phakathi kwazo iimveliso zokhathalelo lwesikhumba zithatha indawo yokuqala.Idatha evela kwiZiko loPhando lwezoQoqosho laseChina libonisa ukuba kwimarike yezithambiso zehlabathi jikelele ngo-2021, iimveliso zokunakekelwa kwesikhumba, iimveliso zokunakekelwa kweenwele kunye ne-makeup ziya kubalelwa kwi-41%, i-22% kunye ne-16% ngokulandelanayo.Ngokutsho kweFrost & Sullivan, iimveliso zokunakekelwa kwesikhumba, iimveliso zokunakekelwa kweenwele kunye ne-makeup ziya kuba neepesenti ze-51.2, iipesenti ze-11.9 kunye ne-11.6 yeepesenti, ngokulandelanayo, kwimarike yezimonyo zaseTshayina kwi-2021. Ngokubanzi, kwiimarike zezimonyo zasekhaya nakwamanye amazwe, iimveliso zokunakekelwa kwesikhumba. hlala kwindawo ephambili, kwisabelo semarike yasekhaya singaphezulu kwesiqingatha.Umahluko kukuba iimveliso zokunakekelwa kweenwele zasekhaya kunye ne-akhawunti ye-makeup yomlinganiselo ofanayo, ngelixa kwimarike ye-makeup yehlabathi, iimveliso zokunakekelwa kweenwele ziba malunga neepesenti ezi-6 zeepesenti ngaphezu kokulinganisa.
1.2 Isikali sokhathalelo lwesikhumba selizwe lethu lonke sihlala sikhula ngamandla
Ubungakanani bemarike yokhathalelo lwesikhumba yaseTshayina iyaqhubeka ikhula kwaye kulindeleke ukuba idlule kwi-280 yeebhiliyoni zeeyuan ngo-2023. Ngokutsho kwe-iMedia Research, ukusuka kwi-2015 ukuya ku-2021, ubungakanani bemakethi ye-skincare yaseTshayina inyuke ukusuka kwi-160.6 yeebhiliyoni zeeyuan ukuya kwi-230.8 yeebhiliyoni zeeyuan, kunye ne-CAGR ye 6.23 ekhulwini ngeli xesha.Ngo-2020, ngenxa yempembelelo ye-COVID-19 kunye nezinye izinto, ubungakanani bemarike yokhathalelo lwesikhumba yaseTshayina yehla, kwaye ngo-2021, imfuno yakhutshwa kancinci kancinci kwaye isikali sabuyela ekukhuleni.Uphando lwe-Imedia luqikelela ukuba ukusuka ngo-2021 ukuya ku-2023, imakethi ye-skincare yase-China iya kukhula ngomndilili wokukhula komndilili wonyaka we-10.22%, kwaye iya kukhula iye kwi-280.4 yeebhiliyoni zeeyuan ngo-2023.
Kwilizwe lethu, iimveliso zokunakekelwa kwesikhumba zihlukeneyo kwaye zisasazeke, ukhilimu wobuso, i-emulsion zisetyenziswa ngokuqhelekileyo iimveliso.Ngokutsho kwe-iMedia Research, kwi-2022, abathengi baseTshayina basebenzisa iimveliso zokunakekelwa kwesikhumba kunye nezinga eliphezulu lokusetyenziswa kwe-cream kunye ne-lotion, kunye ne-46.1% yabathengi abasebenzisa i-cream kunye ne-40.6% basebenzisa i-lotion.Okwesibini, isicoci sobuso, ikhrimu yamehlo, i-toner kunye nemaski nazo zezona mveliso zisetyenziswa kakhulu ngabathengi, zibalelwa ngaphezulu kwe-30%.Ngokuphuculwa kwemigangatho yokuphila yabantu, banemfuno ephezulu yenkangeleko, imfuno eyongeziweyo yokhathalelo lwesikhumba olufana nokugcinwa kunye nokuchasana nokuguga, kunye neemfuno ezisulungekisiweyo ngakumbi kwiimveliso zokhathalelo lwesikhumba, ezikhuthaza imboni yokhathalelo lwesikhumba ukuqhubeka nophuhliso lobuchule kumacandelo ahlukeneyo. , kunye neemveliso ezininzi ezahlukeneyo kunye nezisebenzayo.
1.3 Izinga lokukhula kwesikali se-makeup yaseTshayina liqaqambile noko
Imakethi ye-makeup yaseTshayina igcina ukukhula okukhawulezayo kwaye inomtsalane ngakumbi kuneshishini lokukhathalela ulusu.NgokoPhando lwe-iMedia, ukusuka ngo-2015 ukuya ku-2021, imakethi ye-makeup yaseTshayina ikhule ukusuka kwi-25.20 yeebhiliyoni zeeyuan ukuya kwi-44.91 yeebhiliyoni zeeyuan, kunye ne-CAGR ye-10.11%, iphezulu kakhulu kunezinga lokukhula kwemarike yokhathalelo lwesikhumba kwangelo xesha linye.Ngokufana neemveliso zokhathalelo lwesikhumba, imakethi ye-makeup yaseTshayina yachatshazelwa ngubhubhane ngo-2020, kwaye isikali sonyaka wonke sehle nge-9.7%.Ngenxa yokuba ubhubhani ubenempembelelo enkulu kwimfuno ye-makeup, ngelixa imfuno yokhathalelo lwesikhumba yayizinzile, ubungakanani bemakethi ye-makeup yehla ngaphezu kwemarike yokhathalelo lwesikhumba ngaloo nyaka.Ukusukela ngo-2021, uthintelo lobhubhane kunye nolawulo ngokuthe ngcembe lwaba yinto eqhelekileyo, kwaye ngo-2023, i-China yaphumeza ityhubhu yeKlasi B kunye ne-B yenoveli coronavirus.Impembelelo yalo bhubhani yehla ngokuthe ngcembe, kwaye imfuno yabahlali yokuthambisa yaphucuka.Uphando lwe-Imedia luqikelela ukuba imakethi ye-makeup yase-China iya kufikelela kwi-58.46 yeebhiliyoni zeeyuan ngo-2023, kunye nesantya sokukhula esihlanganisiweyo se-14.09% ukusuka ngo-2021 ukuya ku-2023.
Izinga lokusetyenziswa kobuso, imveliso yentamo kunye nemveliso yomlomo iphezulu kakhulu kwilizwe lethu.Ngokutsho kwe-iMedia yoPhando, iimveliso zobuso kunye nentamo, kubandakanywa isiseko, i-BB cream, i-powder epholileyo, i-powder kunye ne-powder contorting, yizona zinto zisetyenziswa ngokuqhelekileyo kubathengi baseTshayina kwi-2022, i-akhawunti ye-68.1 yeepesenti iyonke.Okwesibini, ukusetyenziswa kweemveliso zomlomo ezifana ne-lipstick kunye ne-lip gloss nayo yayiphezulu, yafikelela kuma-60.6%.Ngaphandle kwemfuneko yokunxiba iimaski ngexesha lo bhubhani, ukusetyenziswa kweemveliso zomlomo kuye kwahlala kuphezulu, kubonisa ukubaluleka kombala wemilebe ekudaleni inkangeleko iyonke.
1.4 Ukukhula ngokukhawuleza kwamajelo e-intanethi kunceda uphuhliso lweshishini
Ijelo le-e-commerce libe lijelo lokuqala elikhulu lemarike yezithambiso zaseTshayina.Ngokutsho kweZiko loPhando lwezoQoqosho laseTshayina, ngo-2021, i-e-commerce, ivenkile enkulu kunye neentengiso zevenkile ziya kubalelwa kwi-39%, i-18% kunye ne-17% yemarike yokunakekelwa kobuhle yaseTshayina, ngokulandelanayo.Ngokuthandwa ngokukhawuleza kwe-Intanethi kunye nokunyuka kwamaqonga evidiyo amafutshane afana ne-Douyin Kuaishou, iimveliso zokuthambisa ekhaya nakwamanye amazwe ziye zavula i-intanethi yazo.Idityaniswe notshintsho olukhawulezileyo lwemikhwa yokusetyenziswa kwabahlali ebangelwa ngubhubhane, amajelo e-e-commerce aphuhliswe ngamandla.Ngo-2021, umyinge wentengiso yeetshaneli ze-e-commerce kwimarike yokhathalelo lobuhle yaseTshayina yonyuke malunga neepesenti ezingama-21 xa kuthelekiswa nowama-2015, kwaye igqithile kakhulu kwiivenkile zesebe kunye neevenkile ezinkulu.Ukukhula okukhawulezayo kweetshaneli ze-intanethi kuphula imida yengingqi kwaye kuphucula ukusetyenziswa kwezinto zokuthambisa.Ngeli xesha, ikwabonelela ngamathuba ophuhliso kwiibrendi zezithambiso zasekhaya kwaye inceda ukukhawulezisa uphuhliso lweshishini lilonke.
2. Iimpawu zangaphandle zithatha indawo eqhelekileyo, kwaye iimpawu zasekhaya zitshintshwa ngokukhawuleza kwiimarike ezidumileyo
2.1 Ukhuphiswano lwemarike
Ii-echelons ezikhuphisanayo zeempawu zokuthambisa.Ngokutsho kweZiko loPhando kwiShishini elijonge Phambili, iinkampani zezithambiso zehlabathi zohlulwe kakhulu zibe zii-echelons ezintathu.Phakathi kwabo, i-echelon yokuqala iquka i-L 'Oreal, i-Unilever, i-Estee Lauder, i-Procter & Gamble, i-Shiseido kunye nezinye iimpawu ezidumileyo zamazwe ngamazwe.Ngokubhekiselele kwimarike yaseTshayina, ngokwedatha yeZiko loPhando lweShishini elijonge phambili, ngokwembono yexabiso lemveliso kunye namaqela ekujoliswe kuwo, imarike yezithambiso zaseTshayina inokwahlulwa ibe ngamacandelo amahlanu, angala, izinto zokuthambisa ezikumgangatho ophezulu (zodidi oluphezulu), eziphakamileyo. -izithambiso zokugqibela, izithambiso eziphakathi neziphezulu, izithambiso zobuninzi, kunye nentengiso enexabiso eliphezulu.Phakathi kwabo, intsimi ephezulu yeemakethe ze-cosmetics zaseTshayina zilawulwa yimveliso yangaphandle, ininzi yazo i-cosmetics brands yamazwe ngamazwe, njenge-LAMER, HR, Dior, SK-Ⅱ njalo njalo.Ngokubhekiselele kwiimpawu ze-cosmetics zasekhaya, zijolise ikakhulu kwinqanaba eliphakathi kunye nephezulu, iimarike ezidumileyo kunye neendleko eziphezulu kakhulu e-China, ezifana nePelaya neMarumi.
2.2 Iimpawu zangaphandle zisalawula
Iimpawu ezinkulu zaseYurophu nezaseMelika zikhokelela kwisabelo sentengiso yezithambiso kwilizwe lethu.Ngokutsho kwedatha ye-Euromonitor, kwi-2020, ii-brand eziphezulu kwi-market share ye-cosmetics yaseTshayina yi-L 'Oreal, Procter & Gamble, Estee Lauder, Shiseido, Louis Denwei, Unilever, AmorePacific, Shanghai Jahwa, Jialan njalo njalo.Phakathi kwazo, iimveliso zokuthambisa zaseYurophu naseMelika zonwabela ukuthandwa okuphezulu kwimarike yaseTshayina, kwaye i-L 'Oreal kunye neProcter & Gamble zigcina izabelo zentengiso eziphambili.Ngokutsho kwe-Euromonitor, izabelo zemarike ye-L 'Oreal kunye ne-Procter & Gamble kwimarike yezimonyo zaseChina kwi-2020 yayiyi-11.3% kunye ne-9.3%, ngokulandelanayo, i-2.6 yeepesenti kunye neepesenti ze-4.9 zamanqaku xa kuthelekiswa ne-2011. Kuyaphawuleka ukuba ukususela ngo-2018. , Isabelo semarike ye-L 'Oreal e-China siye sakhula ngokukhawuleza.
Kwicandelo eliphezulu lezinto zokuthambisa zaseTshayina, i-L 'Oreal kunye ne-Estee Lauder isabelo semarike sidlula i-10%.Ngokutsho kwe-Euromonitor, kwi-2020, ii-brand ezintathu eziphezulu zamazwe ngamazwe kwimarike ephezulu ye-cosmetics yaseTshayina yi-L 'Oreal, u-Estee Lauder kunye no-Louis Vuitton, ngokulandelanayo, kunye nezabelo zemarike ezihambelanayo ze-18.4%, 14.4% kunye ne-8.8%.Ngokubhekiselele kwiimpawu zasekhaya, kwi-2020, phakathi kwe-TOP 10 ye-cosmetics brands ephezulu e-China, ezimbini ziimpawu zendawo, ngokulandelanayo i-Adolfo ne-Bethany, kunye nesabelo semarike esihambelanayo se-3.0% kunye ne-2.3%.Okubonakalayo, kwintsimi ye-cosmetics ephezulu, iimpawu zasekhaya zisenegumbi elikhulu lokuphucula.Kwintsimi yezithambiso zobunzima baseTshayina, iProcter & Gamble ikhokela indlela kwaye iibrendi zasekhaya zihlala kwindawo.Ngokutsho kwe-Euromonitor, kwimakethi yase-China yezinto zokuthambisa ngo-2020, isabelo semarike ye-Procter & Gamble safikelela kwi-12.1%, sibeka indawo yokuqala kwimarike, ilandelwa sisabelo sika-L 'Oreal se-8.9%.Kwaye iibrendi zasekhaya zinamandla athile okukhuphisana kwimakethi yezithambiso zaseTshayina.Phakathi kweempawu eziphezulu ze-10 ngo-2020, iimpawu zengingqi ze-40%, kuquka i-Shanghai Baiquelin, i-Jia LAN Group, i-Shanghai Jahwa kunye ne-Shanghai Shangmei, kunye nezabelo zemarike ezihambelanayo ze-3.9%, 3.7%, 2.3% kunye ne-1.9% ngokulandelanayo, phakathi kwazo i-Baiquelin kuluhlu lwesithathu.
I-2.3 i-concentration ye-high-end market iphezulu, ukhuphiswano lwe-mass market lunzima kakhulu
Kule minyaka ilishumi yakutshanje, ukuxinana kwimizi-mveliso yezithambiso kwehle kuqala kwaza kwanda.Ngokutsho kweZiko loPhando lwezoShishino olujonge phambili, ukusuka ku-2011 ukuya ku-2017, ukuxinwa kweshishini lezinto zokuthambisa eChina kwaqhubeka kuncipha, kunye ne-CR3 yehla ukusuka kwi-26.8 ukuya kwi-21.4 yeepesenti, i-CR5 isuka kwi-33.7 ukuya kwi-27.1 yeepesenti, kunye ne-CR10 ukusuka kwi-44.3 ukuya kwi-38.6. ipesenti.Ukusukela ngo-2017, ugxininiso lweshishini luye lwachacha ngokuthe ngcembe.Ngo-2020, ukuxinwa kwe-CR3, CR5 kunye ne-CR10 kwishishini lezinto zokuthambisa kunyuke ukuya kwi-25.6%, i-32.2% kunye ne-42.9%, ngokulandelanayo.
Uxinzelelo lwentengiso yezithambiso ezikumgangatho ophezulu uphezulu kwaye ukhuphiswano lwentengiso yezithambiso zobunzima lubukhali.Ngokutsho kwe-Euromonitor, ngo-2020, i-CR3, i-CR5 kunye ne-CR10 ye-market cosmetics ye-high-end yase-China iya kwenza i-41.6%, i-51.1% kunye ne-64.5% ngokulandelanayo, ngelixa i-CR3, i-CR5 kunye ne-CR10 ye-market cosmetics yase-China iya kwenza i-32.94% I-% kunye ne-43.1% ngokulandelelanayo.Kucacile ukuba ipateni yokukhuphisana ye-cosmetics ye-cosmetics i-high end market iphezulu kakhulu.Nangona kunjalo, ingxinano yeempawu zentengiso enkulu isasazekile kwaye ukhuphiswano lushushu.Kuphela yiProcter & Gamble kunye ne-L 'Oreal ezinezabelo eziphezulu.
3. Ukuchacha emva kobhubhane + ukunyuka kwamaza, ithemba malunga nophuhliso lwexesha elizayo lwezithambiso zasekhaya.
3.1 Ukubuyisela emva kobhubhane kunye negumbi elikhulu lokukhula kokusetyenziswa komntu ngamnye
Ngexesha lobhubhani, imfuno yabathengi ye-makeup iye yachaphazeleka kakhulu.Ukusukela ekupheleni kuka-2019, impembelelo ephindaphindiweyo yenoveli ye-coronavirus bhubhane ithintele ukuhamba kwabahlali kwaye yachaphazela imfuno yabo yokwenza izimonyo ukuya kwinqanaba elithile.Ngokutsho kwedatha yophando lwe-iMedia Research, ngo-2022, phantse i-80% yabathengi baseTshayina bakholelwa ukuba ubhubhane unempembelelo kwimfuno ye-makeup, kwaye ngaphezu kwesiqingatha sabo bacinga ukuba imeko yokusebenza ekhaya ngexesha lobhubhani iya kunciphisa. ubuninzi be-makeup.
Impembelelo yalo bhubhani iyancipha ngokuthe ngcembe, kwaye ishishini lezithambiso sele liza kuchacha.Kule minyaka mithathu idlulileyo, impembelelo ephindaphindiweyo yenoveli ye-coronavirus bhubhane ithintele uphuhliso loqoqosho olukhulu lwaseTshayina ukuya kuthi ga kwinqanaba elithile, kwaye imfuno yezinto zokuthambisa yehlile ngenxa yezinto ezimbi ezinjengokuthakazelelwa kokusetyenziswa kwabahlali, izithintelo zokuhamba, imaski. izithintelo kunye nemiqobo yolungiselelo.Ngokutsho kwe-National Bureau of Statistics, intengiso yokuthengisa eyongezelelekileyo yempahla yabathengi ngo-2022 yayiyi-yuan eyi-439,773.3 yebhiliyoni, phantsi kwe-0.20% ngonyaka;Ukuthengiswa kwezinto zokuthambisa kwakuyi-393.6 yeebhiliyoni zeeyuan, phantsi kwe-4.50% ngonyaka.Ngo-2023, i-China iya kusebenzisa "I-tube ye-B kunye ne-B" yosulelo lwe-coronavirus entsha kwaye ayisayi kuphinda isebenzise amanyathelo okuvalelwa.Impembelelo yobhubhani kuqoqosho lwaseTshayina iyancipha kancinci kancinci, ukuzithemba kwabathengi kuye kwaphinda kwanda, kwaye ukuhamba kwabantu ngaphandle kwe-intanethi kuye kwaphindaphindeka kakhulu, ekulindeleke ukuba kunyuse imfuno yoshishino lwezithambiso.Ngokutsho kwedatha yakutshanje evela kwi-Bureau yeSizwe ye-Statistics, ukuthengiswa kweentengiso zempahla yabathengi kunyuke nge-3.50% kwiinyanga ezimbini zokuqala ze-2023, phakathi kwazo ukuthengiswa kweentengiso zezithambiso kwanda nge-3.80%.
Ukuphuculwa komgangatho wokusetyenziswa kwezinto zokuthambisa ngomntu ngamnye kukhulu.Ngo-2020, ukusetyenziswa komntu ngamnye kwezithambiso e-China kwakuyi-58 yeedola, xa kuthelekiswa ne-277 yeedola e-United States, iidola ezingama-272 eJapan kunye needola ezingama-263 eSouth Korea, zonke ziphindwe kane kwinqanaba lasekhaya, ngokophando.Ngokwamacandelo, umsantsa phakathi kwe-makeup yaseTshayina ngenqanaba lokusetyenziswa komntu ngamnye kunye namazwe aphuhlileyo mkhulu.Ngokwedatha yeKanyan World, ngo-2020, inkcitho yomntu ngamnye kwi-makeup e-United States naseJapan iya kuba yi-44.1 yeedola kunye ne-42.4 yeedola ngokulandelelanayo, ngelixa e-China, inkcitho yomntu ngamnye kwi-makeup iya kuba yi-6.1 yeedola kuphela.Ukusetyenziswa kwe-makeup per capita e-United States naseJapan kuphakathi kwezona ziphezulu kwihlabathi, amaxesha angama-7.23 kunye namaxesha angama-6.95 eTshayina.Ngokumalunga nokunyamekela kwesikhumba, inkcitho yomntu ngamnye eJapan naseMzantsi Korea ikude kakhulu, ifikelela kwi-$ 121.6 kunye ne-$ 117.4 ngokulandelanayo kwi-2020, amaxesha angama-4.37 kunye namaxesha e-4.22 e-China ngexesha elifanayo.Ngokubanzi, xa kuthelekiswa namazwe aphuhlileyo, umgangatho wokusetyenziswa komntu ngamnye wokunakekelwa kwesikhumba, izimonyo kunye nezinye izimonyo ziphantsi kwilizwe lethu, elinegumbi eliphindwe kabini lokuphucula.
3.2 Ukunyuka kobuhle baseChina-Chic
Umyinge wemveliso yasekhaya ye-makeup makeup yaseTshayina ukhula ngokukhawuleza.Ngo-2021, iimveliso zesiTshayina, iMelika, isiFrentshi, isiKorea kunye neJapan ziya kuba neepesenti ezingama-28.8, iipesenti ze-16.2, iipesenti ezingama-30.1, iipesenti ezingama-8.3 kunye neepesenti ezingama-4.3 zemakethi yokwakheka, ngokulandelanayo, ngokweZiko loPhando loQoqosho laseChina.Kuyaphawuleka ukuba iibrendi zezithambiso zaseTshayina ziphuhliswe ngokukhawuleza, kunye neempawu zezithambiso zalapha ekhaya zonyusa isabelo sazo kwimakethi yezithambiso zasekhaya malunga nepesenti ezisi-8 phakathi ko-2018 no-2020, ngenxa yentengiso yelizwe jikelele, inzuzo enexabiso eliphantsi, kunye nokulinywa kweempawu ezintsha. kunye nezinto ze-blockbuster.Ngexesha lokunyuka kweemveliso zasekhaya, amaqela ezizwe ngezizwe nawo akhuphisana kwimarike yasekhaya ekwisiphelo esisezantsi ngeempawu zokulingana, kwaye ukhuphiswano lwemarike yezithambiso zaseTshayina luya lusiba nzima.Nangona kunjalo, xa kuthelekiswa neshishini le-skincare, iimveliso zasekhaya zinokuphinda zifumane isabelo sentengiso yasekhaya ngokukhawuleza kwishishini lezithambiso, elineempawu ezinamandla zefashoni kunye nokuncamathela okuphantsi komsebenzisi.
Kwishishini le-makeup yaseTshayina, isabelo semarike yeempawu zentloko sityibilikile, kwaye iimveliso zasekhaya ziye zachasana ngempumelelo.Idatha evela kwiZiko loPhando lwezoQoqosho laseChina libonisa ukuba ngo-2021, i-CR3, i-CR5 kunye ne-CR10 ye-makeup industry yase-China iya kuba yi-19.3%, i-30.3% kunye ne-48.1%, ngokulandelanayo, ihle ngeepesenti ze-9.8, iipesenti ze-6.4 kunye ne-1.4 yeepesenti xa kuthelekiswa no-2016. Kwiminyaka yakutshanje, ukuxinana ngokubanzi kwishishini le-makeup e-China kwehlile, ngakumbi ngenxa yokuba isabelo semarike samashishini aphambili afana ne-L 'Oreal kunye ne-Maybelline sehlile kakhulu.Ngokutsho kweZiko loPhando lwezoQoqosho lwaseChina, i-TOP 1 kunye ne-TOP 2 kwimarike yokwenza i-makeup kwi-2021 yi-Huaxizi kunye ne-Perfect Journal, kunye nesabelo semarike ye-6.8% kunye ne-6.4% ngokulandelanayo, zombini zinyuke ngaphezu kweepesenti ze-6 xa kuthelekiswa ne-2017, kwaye baye bagqitha ngempumelelo iDior, L 'Oreal, YSL kunye nezinye iibrendi ezinkulu zamazwe ngamazwe.Kwixesha elizayo, ngokuhla kwe-boom yeemveliso zasekhaya, imboni ye-makeup isafuna ukubuyela kwisiseko seemveliso.Ibhrendi, umgangatho wemveliso, ukusebenza kakuhle kwemveliso, ukuveliswa kwezinto ezintsha zokuthengisa kunye nezinye izikhokelo zingundoqo kuphuhliso oluzinzileyo nolunempilo lweempawu zengingqi emva kokuvela kwazo.
3.3 Uqoqosho lobuhle bamadoda, ukwandisa umthamo wentengiso yezithambiso
Imarike yokhathalelo lwamadoda yaseTshayina ikhula ngokukhawuleza.Ngokuphuhliswa kweThe Times, ingcamango yobuhle kunye nokunakekelwa kwesikhumba ihlawulwa ngakumbi nangakumbi ngamaqela amadoda.Ukuthandwa kwe-makeup yamadoda kuphucula ngokuthe ngcembe, kwaye imfuno yokukhathalela ulusu lwamadoda kunye ne-makeup ikhula imihla ngemihla.Ngokuka-CBNDta's 2021 Men's Skincare Market Insight, umthengi oyindoda ophakathi uya kuthenga i-1.5 yeemveliso ze-skincare kunye nemveliso yokwakheka enye ngenyanga.Idatha evela kwi-Tmall kunye noPhando lwe-imedia lubonisa ukuba ukusuka ku-2016 ukuya ku-2021, isikali sentengiso yeemveliso ze-skincare e-China sikhule ukusuka kwi-4.05 yeebhiliyoni zeeyuan ukuya kwi-9.09 yeebhiliyoni zeeyuan, kunye ne-CAGR ye-17.08% ngeli xesha.Naphantsi kwempembelelo yobhubhane, isikali semarike yokhathalelo lwesikhumba samadoda aseTshayina iqhubekile nokukhula, nto leyo ebonisa amandla ayo okusetyenziswa.Uphando lwe-Imedia luqikelela ukuba isikali semarike yokhathalelo lwesikhumba samadoda aseTshayina iya kudlula i-10 yeebhiliyoni zeeyuan ngo-2022, kwaye kulindeleke ukuba inyuke iye kuthi ga kwi-16.53 yeebhiliyoni zeeyuan ngo-2023, ngomndilili wokukhula komndilili wonyaka we-29.22% ukusuka ngo-2021 ukuya ku-2023.
Uninzi lwamadoda sele lunenkqubo ye-skincare, kodwa ipesenti encinci inxiba izithambiso.Ngokwengxelo yophando ka-2021 ethi “Uqoqosho loBuchule bobudoda” ekhutshwe yi-Mob Research Institute, ngaphezulu kwe-65% yamadoda azithengele iimveliso zokhathalelo lwesikhumba, kwaye ngaphezulu kwe-70% yamadoda anemikhwa yokukhathalela ulusu.Kodwa ukwamkelwa kwamadoda kwi-makeup akukabi phezulu, akukaphuhli umkhwa wobuhle.Ngokwedatha yophando yeMob Research Institute, ngaphezulu kwe-60% yamadoda akaze anxibe makeup, kwaye ngaphezulu kancinci kwe-10% yamadoda anyanzelisa ukuthambisa yonke imihla okanye rhoqo.Kwintsimi ye-makeup, amadoda aqolileyo akhetha ukuthenga iimveliso ze-perfume, kwaye amadoda asemva kwe-1995 anemfuno ephezulu yepensile yeshiya, isiseko kunye ne-hairline powder.
3.4 Inkxaso yomgaqo-nkqubo ukukhuthaza uphuhliso lwemizi-mveliso olukumgangatho ophezulu
Ukuvela kwesicwangciso soshishino lwezithambiso kwilizwe lethu.Ngokweziko loPhando lweForesight Industry Research Institute, ngexesha le-12 leSicwangciso seMinyaka emiHlanu, ilizwe lagxila ekulungiseni ubume boshishino lwezithambiso kunye nokwandisa ubume beshishini;Ngexesha le-13 leSicwangciso seMinyaka emiHlanu, urhulumente wakhuthaza ukugqibelela kwemithetho nemimiselo enxulumene nezithambiso, walungisa imimiselo yolongamelo lwezococeko, waza waqinisa ukongamela ukukhawulezisa uhlenga-hlengiso lweshishini kunye nokukhuthaza uphuhliso olusemgangathweni lweshishini.Ngexesha le-14 leSicwangciso seMinyaka emiHlanu, urhulumente wenze izenzo zokwakhiwa kwebrendi ukudala nokulima iibrendi eziphezulu zezithambiso zaseTshayina kunye nokukhuthaza uphuhliso oluzinzileyo nolukumgangatho ophezulu woshishino.
Ishishini lezithambiso liphantsi kweliso elingqongqo kwaye ixesha lophuhliso lomgangatho ophezulu yindlela eqhelekileyo.NgoJuni 2020, iBhunga likaRhulumente libhengeze iMimiselo yokuPhatha kunye noLawulo lweZithambiso (iMithetho emitsha), eya kuqala ukusebenza ekuqaleni kwe-2021. Xa kuthelekiswa noMgaqo omdala kwi-1990, izimonyo zitshintshile ngokwenkcazo, ububanzi. , ulwahlulo loxanduva, ubhaliso kunye nenkqubo yokufayilisha, ukuleyibhile, ubunzulu kunye nobubanzi besohlwayo, njl. njl. Inkqubo yokubeka iliso kushishino lwezithambiso iyeyenzululwazi ngakumbi, isemgangathweni kwaye isebenza kakuhle, kwaye igxininisa ngakumbi kukhuseleko lwemveliso kunye nomgangatho ophezulu.Ukususela ekuqaleni kweSicwangciso seMinyaka emihlanu ye-14, imigaqo-nkqubo efana neMilinganiselo yokuBhaliswa kunye nokuFakwa kweZithambiso, iMigangatho yoVavanyo lweZibango zokuSebenza kweMveliso yeCosmetic, imilinganiselo yokuPhatha kunye noLawulo lweMveliso yeCosmetic kunye nokusebenza, iMigangatho yokulawula umgangatho. yeMveliso yeZithambiso, kunye namaNyathelo oLawulo lokuJonga iRection Rection Monitoring yeZithambiso iye yakhutshwa ngokulandelelanayo, ethe yabeka emgangathweni kwaye yalungisa imiba eyahlukeneyo yoshishino lwezithambiso.Ibonisa ukuba ilizwe lethu lijongene noshishino lwezithambiso ngokungqongqo.Ekupheleni kuka-2021, i-China Fragrance & Fragrance Cosmetics Industry Association iphumelele i-14 yeminyaka emihlanu yoPhuhliso lweSicwangciso soShishino lwezoQoqosho lwaseTshayina, olufuna ukucuthwa ngokuqhubekayo komsantsa wokuziqhelanisa phakathi kophuhliso loshishino kunye neemfuno zolawulo, kunye nokwenza nzulu uhlaziyo lwesakhiwo esisekwe kunikezelo. uhlaziyo kunye nokusungula izinto ezintsha.Ukuphuculwa okuthe gqolo kwemigaqo-nkqubo nemimiselo enxulumene nezithambiso, ukwenziwa kwezinto ezintsha okuqhubekayo kunye nophuhliso lweshishini, kunye nokuphuculwa okuqhubekayo kwamashishini ezinto zokuthambisa asekhaya kuya kukhokela kwaye kukhuthaze uphuhliso olukumgangatho ophezulu wolu shishino.
3.5 Ukubuyisela iimveliso, ukunakekelwa kwesikhumba okusebenzayo kuyathandwa
Ukusetyenziswa ngokuthe ngcembe kubuyela kwingqiqo, kwaye iimveliso zibuyela kumgangatho kunye nokusebenza kakuhle.Ngokutsho kwedatha yophando ye-IIMedia, ngo-2022, eyona nto ilindelwe ngabathengi baseTshayina kuphuhliso loshishino lwezithambiso kukwandisa ixesha lesiphumo semveliso, kwaye izinga lokuvunywa liphezulu ukuya kuma-56.8%.Okwesibini, abathengi baseTshayina bahlawula ingqalelo ngakumbi nangakumbi kwisiphumo se-compound of cosmetics, kubalelwa kwi-42.1% yetotali.Abathengi bafaka ukubaluleka ngakumbi kwimpembelelo yezithambiso kunemiba efana nebhrendi, ixabiso kunye nentengiso.Ngokubanzi, ngophuhliso olusemgangathweni lweshishini, umgangatho wemveliso kunye nobuchwepheshe buyaqhubeka nokukhula, ukusetyenziswa kwezithambiso kuya kuthanda ukuba sengqiqweni, isiphumo semveliso, isiphumo esihlanganisiweyo, iimveliso ezinobungane zexabiso zineenzuzo ezininzi zentengiso.Emva kwemfazwe yokuthengisa, amashishini ezithambiso aguqukele kwimfazwe yesayensi kunye neteknoloji, ukwandisa uphando kunye nophuhliso lotyalo-mali, ukuphucula ukusebenza kwemveliso kunye nokusebenza, ukuze kubanjwe izabelo ezininzi kwimarike yabathengi abatsha.
Imakethi yaseTshayina yokhathalelo lwesikhumba esebenzayo iphumelele umtsi ukuya phambili kwaye kulindeleke ukuba igcine uphuhliso olukhawulezayo kwiminyaka embalwa ezayo.Idatha evela kwi-Huachen Industry Research Institute ibonisa ukuba ukusuka ku-2017 ukuya ku-2021, isikali semarike ye-China ye-skin care industry esebenzayo ikhule ukusuka kwi-13.3 yebhiliyoni ye-yuan ukuya kwi-30.8 yebhiliyoni ye-yuan, kunye nesantya sokukhula esihlangene sama-23.36%.Ngaphandle kweempembelelo eziphindaphindiweyo ze-COVID-19, intengiso yeemveliso zokhathalelo lwesikhumba esebenzayo isagcina ukukhula okukhawulezayo.Kwixesha elizayo, njengoko iimpembelelo zobhubhani ngokuthe ngcembe ziphela, ukuzithemba kwabathengi ngokuthe ngcembe kubuyela kwimeko yesiqhelo, imfuno yokhathalelo lwesikhumba esebenzayo iya kuzisa ukuchacha, ngokutsho kweZiko loPhando lwezoQoqosho laseChina, umgangatho wentengiso wolusu waseTshayina uya kufikelela kwi-105.4 yeebhiliyoni zeeyuan. Ngo-2025, ukophula iibhiliyoni zesikali, i-CAGR kulindeleke ukuba iphakame kangange-36.01% ngo-2021-2025.
4. Ikhonkco loshishino lwezithambiso kunye neenkampani eziphambili ezinxulumeneyo
4.1 Ikhonkco leShishini leZithambiso
Ikhonkco lethu leshishini lezithambiso libandakanya izixhobo eziluhlaza ezinyukayo, iibrendi eziphakathi, kunye namajelo okuthengisa asezantsi.Ngokombono weZiko loPhando loQoqosho laseChina kunye neKosi Stock, ummandla ongasentla weshishini lezithambiso ikakhulu ngababoneleli bezinto zokuthambisa kunye nababoneleli bezinto zokupakisha.Phakathi kwazo, izinto zokuthambisa zibandakanya i-matrix, i-surfactant, intsebenzo kunye namacandelo obugcisa, izithako ezisebenzayo iindidi ezine.Abathengisi bezinto zokuthambisa banelungelo elibuthathaka lokuthetha, ikakhulu ngenxa yokunqongophala kobuchwepheshe, uhlolo novavanyo, uphando kunye nophuhliso lobuchule kunye neminye imiba.Umzi-mveliso wezithambiso kumbindi wophawu, kwikhonkco loshishino ngokubanzi kwindawo eyomeleleyo.Iimpawu zokuthambisa zinokwahlulwa zibe ziimpawu zasekhaya kunye neempawu ezithunyelwa ngaphandle.Abo baphambili kwinkqubo yemveliso, ukupakishwa kwemveliso, ukuthengisa kunye nopapasho, njl.njl., banempembelelo yebrand eyomeleleyo kunye nobuchule obuphezulu beprimiyamu yemveliso.Umzantsi weshishini lezithambiso ngababoneleli beziteshi, kubandakanywa amajelo e-intanethi afana ne-Tmall, i-Jingdong kunye ne-Douyin, kunye nemijelo engaxhunyiwe kwi-intanethi efana nevenkile, iivenkile kunye nee-arhente.Ngophuhliso olukhawulezayo lwe-Intanethi, amajelo e-intanethi abe lijelo lokuqala eliphambili leemveliso zokuthambisa.
4.2 Iinkampani ezidwelisiweyo ezinxulumene nekhonkco lemizi-mveliso
Ikhonkco loshishino lwezithambiso ezidweliswe iinkampani ikakhulu ezigxile kumbindi naphezulu.(1) Emantla etyathanga loshishino: ngokokwahlulwa kwezinto, ababoneleli bezinto eziluhlaza babonelela ngeasidi ye-hyaluronic, icollagen, incasa, njl. unikezelo lwecollagen yi Chuanger Biological, Jinbo Biological, njalo njalo, unikezelo lwemihla ngemihla ikhemikhali incasa kunye namashishini ivumba, kuquka Kosi Izabelo, Huanye iziqholo, Huabao Izabelo, njl. ikhule kancinci kwaye iinkampani ezininzi zidweliswe ngempumelelo.Ngokomzekelo, kwimarike ye-A-share, i-Pelaya, i-Shanghai Jahwa, i-Marumi, i-Shuiyang, i-Betaini, i-Huaxi Biology, njl., kwi-market market yase-Hong Kong, i-Juzi Biology, i-Shangmei Shares, njl.
Ixesha lokuposa: Apr-04-2023
