Lub Tshuaj Pleev Ua Lag Luam hauv 2025 tau ntsib ib nthwv dej muaj zog ntawm kev mob khaub thuas thiab rov ua dua, cheb tsev los ntawm txhua lub ces kaum. Cov hom uas tau tuav ib qho chaw hauv kev ua lag luam, seb lawv yog cov khoom qub qub lossis cov tub rog muaj kev nyuaj siab uas tsis tau pom. Los ntawm kev poob qis ntawm kev txiav - ntug tshuaj pleev ib lab, tag nrho cov kev tshwm sim ntawm lub teb chaws
At the same time, since the beginning of the year, well-known Japanese and Korean beauty brands have collectively withdrawn, and some foreign high-end brands have hit a wall in the Chinese market. Lub caij no, hom kev zoo nkauj hauv tsev kuj tseem muaj qhia ua kev sib deev hauv lawv txoj kev loj hlob. Tawm tsam lub nraub qaum ntawm kev lag luam qeeb qeeb thiab hloov cov neeg siv khoom siv tau muaj txiaj ntsig ntau, thiab pheej yig noj tau dhau los ua tus qauv. Kev lag luam tau nkag mus rau theem tshiab ntawm "kev cog qoob loo khov kho thiab ntws mus ntsuag". Yuav ua li cas thiaj nrhiav tau cov kev taw qhia zoo thiab ua tiav cov kev hloov pauv hauv cov kev hloov pauv no tau dhau los ua ib qho teeb meem maj rau txhua tus neeg daws teeb meem.
Qhov kev poob qis ntawm cov khoom siv pleev cov khoom lag luam thiab tawm ntawm cov khoom tawm ntawm cov khoom tawm tuaj yeem cuam tshuam qhov hloov kho hauv kev lag luam zoo nkauj
20 xyoos lub tuam txhab pleev tshuaj pleev ib xyoos mus rau kev lag luam thiab ua kua roj
Guangzhou Qiaodi Zoo Tshuaj Co., Ltd. Guangzhou Qiaodi tau tsim tsa hauv lub Peb Hlis 2006, thiab nws cov tuam txhab niam txiv, Shanghui Group, tau tsim tsa ib pab pawg neeg thoob plaws txhua hnub. Hauv cov txheej txheem txhim kho, hom xws li Qiaodi Shanghui kuj muaj lub sijhawm ci ntsa iab. Thaum lub sijhawm xyoo 2009 {13-}}} 2013, kev ua haujlwm ntawm QIAodi Shanghui tswj kev loj hlob txhua xyoo ntawm 30%. Xyoo 2015, Shanghui International cov nyiaj tau los tag nrho tau nce los ntawm 37% xyoo {14 {14} nyob rau xyoo. Qiaodi Shanghui cov khoom lag luam Golden xws li CC cov tshuaj nplaum ua tau zoo, nrog kev muag khoom txhua hli mus txog 1 lab chav nyob.
Txawm li cas los xij, txij li xyoo 2013, txoj kev loj hlob ntawm QIAodi Shanghui txoj kev ua lag luam tau qeeb, thiab kev teb tau qeeb, nws tau coj kev ntsuas xws li ntws straylining skus. Txawm hais tias lub hli nyob rau lub hli kev loj hlob tus nqi ntawm cov khoom lag luam ntsig nce nce ntau dua 30% thaum Lub Plaub Hlis 2018, qhov kev poob tag nrho ntawm kev poob qis. Nws kuj tseem tuaj yeem pom los ntawm kev ua haujlwm ntawm lub npe lag luam uas Qoob
Thaum Lub Ob Hlis 2025, National EnterportCov Nyiaj Txiag uas qhia tias cov nuj nqis uas muaj kev tshaj tawm pej xeem muaj kwv yees li ntawm 5.4409 lab yuaua Qhov tseeb, thaum ntxov li 2023, qhov tsis ua tiav ntawm Guangzhou Qiaodi tau pib tawm. Liao Mouqing thiab nws mouchun tau thov rau bankrupcy cov kua ntawm nws. Thaum lub Cuaj Hlis 2024, lub tsev hais plaub Guangzhou Intermediate cov tsev hais plaub tau txiav txim rau kev lees txais Fu Moutoo lub hom phiaj ua lag luam no tau mus rau qhov kawg.
Qhov sawv thiab poob ntawm cov khoom tawm los
Thaum cov tuam txhab pleev cov tsoos yog ntsib kev nyuaj, kev txhim kho cov khoom siv pleev tshiab tsis yog ib txwm ua rau kev caij nkoj. Nyob rau hauv xyoo tas los, cov npe tawm tau sai tau nce mus los ntawm cov chaw muag khoom online, HUAXIZI, Juaxizi, uas tau tsim tsa nyob rau xyoo 2017 thiab pib lawv cov frenzy online. Tab sis nrog lub ncov ntawm kev faib tawm cov kev faib tawm thiab muaj txiaj ntsig tseem ceeb hauv cov nqi lag luam, kev txhim kho cov khoom tawm los kuj tau ntsib Bottencks.
Nrhiav tau nyob rau hauv 2019, Naijizi tsuas yog muag los ntawm kev txheeb xyuas online. Txawm hais tias nws ntse tau txais Angel Round kev lag luam, nws thaum kawg tau tshaj tawm nws kaw. Tus tsim ntawm lub hom, Chen Shiyi, tau hais tias cov laj thawj tseem ceeb rau kev ua lag luam yog qhov tsis muaj txiaj ntsig los ntawm cov dej num, thiab qhov nyuaj hauv kev ua haujlwm siab. Los ntawm kev pom kev sib tw ntawm kev ua lag luam kev sib tw ntawm Naijizi hauv kev ua lag luam yog maj muaj zog, thiab nws cov qub hom kom zoo dua tsis muaj lawm. Qhov no tseem muaj txiaj ntsig ntawm kev muaj sia nyob ntawm fittest hauv kev ua lag luam. Tsis tsuas yog Naijizi, tab sis kuj muaj pes tsawg ntawm cov peev txheej ntawm lub xyoo txij li 2024, tsuas yog cov khoom lag luam tsis kam lees xyoo txij li kev ua lag luam ua lag luam.
Japan and South Korea's beauty retreat, foreign high-end brands face cooling in the Chinese market
Nto moo Japanese thiab Korean Kev Zoo Nkauj Hom Sau Sib Sau Ua Haujlwm
At the beginning of 2025, the collective retreat of well-known Japanese and Korean beauty brands has become the focus of the industry. Shiseido thiab Yameng Koom ua ke tsim cov nyhuv hom, thiab cov online ZHI Guang tau raug kaw kiag li, nrog cov neeg tawm ntawm offline colutive kaw; Siienu, ib qho siab-}} kawg yog hom nyob rau hauv amerepacacific, tau ua tiav kev ua haujlwm ntawm nws cov kev ua haujlwm online. Tsis tas li ntawd, hom xws li Samkick, ShaiYoshiho, Meinado, thiab Lanzais kuj tau rho tawm hauv Suav lag luam.
Ntawm lawv, Lanzhi thiab Meiyinado muaj ob qho tib si nkag mus hauv Suav lag luam tau ntev tshaj 20 xyoo. Ntawm nws lub ncov, Lanzhi muaj ntau tshaj 400 lub txee nyob rau hauv Suav teb, thiab tau txais ntau tus kiv cua xws li kev pw ntsej muag daim npog ntsej muag, ntaub ntawv di ncauj, thiab kev rho tawm qab zib. Txawm li cas los xij, txij li xyoo 2019, Lanzhi qhov xwm txheej hauv kev ua lag luam hauv tsev tau ua rau tsis zoo. Tsis tsuas yog nws tsuas kaw qee cov neeg txee offline, tab sis kuj tseem tau tshaj tawm ntawm kev rho tawm ntawm Offline Raws xyoo no, txawm hais tias nws online channel muag tseem tsis tau cuam tshuam.
Shiseido's Shiseido Cov Ntaub Ntawv, Shiseido, nkag mus rau Suav kev ua lag luam hauv 2022 nrog cov kev ua lag luam ntawm kev ua lag luam Suav hauv 5 xyoos, tab sis sab laug hauv tsawg dua 3 xyoos. Shihyo, sib koom ua ke ntawm L'Oreal thiab South Kauslim Sensung pawg, muaj kev lom zem luv nyob rau hauv Suav lag luam, uas tsawg dua 1500 cov uas raws Xiaohongshu.
Vim li cas rau txawv teb chaws siab -}}}}} end ittingານ ntaus lub phab ntsa
Kev lag luam kev lag luam insiders hais tias kev sib law liag hais tias cov khoom lag luam zoo nkauj Japanese thiab Korean kev zoo nkauj hauv kev ua lag luam Suav yog ib nrab vim yog kev nkag siab ntawm cov neeg siv khoom. Hauv kev lag luam decerturn tam sim no yuav muaj kuab, thiab feem ntau cov neeg siv khoom lag luam Suav tau hloov los ntawm kev caum "cov khoom lag luam loj" rau cov khoom lag luam loj ". Txawm li cas los xij, qee cov hom Japanese thiab Korean tseem cia siab rau "cov nqi hwm", ua rau nws nyuaj rau cov neeg siv khoom them. Piv txwv li, shihyo shiyao, uas yog luv ntawm 580-1300 yuan, yog suav tias yog cov neeg siv khoom kom tsis muaj cov khoom xyaw zoo uas yog "tiv taus kev puas tsuaj".
Ntawm qhov tod tes, qee cov hom Japanese thiab Korean zoo nkauj tau poob lawv cov tsheb ntawm Social E {}}} Kev lag luam platform yog xws li tiktok. Txij li 2022, social e {{3} Kev Lag Luam xws li Tiktok tau dhau los ua cov khoom lag luam tseem ceeb ntawm cov khoom lag luam zoo nkauj. Thaum Lub Tsib Hlis 2023, Tiktok's Tshuaj pleev muag khoom ntau dua li ntawm TaOyu thawj zaug, nrog ib xyoos {}}}} xyoo kev loj hlob ntawm 172.3%. Txawm li cas los xij, cov npe sawv cev los ntawm shike muaj tsawg dua 10000 tus kiv cua ntawm kev ua lag luam uas tsis muaj kev lag luam thiab thaum kawg "poob hauv av" hauv kev ua lag luam Suav.
Cov polarization ntawm cov tshuaj pleev ib ce hauv tsev thiab qhov tsis ua tiav ntawm "cov khoom tawg + cov khoom tawg + cov tsheb khiav tsheb"
Lub taub hau kom zoo dua ntawm cov tshuaj pleev ib ce thiab kev tawm ntawm cov peev xwm tshiab
Hauv kev sib tw sib tw ntawm cov tshuaj pleev ib puag ncig, kev ua yeeb yam hauv tsev yog qhia txog Polarization Prenomenon. Ua cov lag luam xws li l'oreal, yixian e - Kev Lag Luam, thiab MaoGeping tau ua kom pom cov txiaj ntsig tseem ceeb. Hauv thawj ib nrab ntawm 2024, kev muag khoom tau txais ntawm Mao Geping cov tshuaj pleev ib ce ua lag luam yog 1.085 billion Yuan, cov nyiaj txiag rau 55.1% ntawm pab pawg nyiaj tau los. Nyob rau hauv lub Kaum Ob Hlis ntawm tib lub xyoo, Mao Gree tau mus rau pej xeem ntawm Hong Kong Stock lag luam, thiab tus nqi Tshuag sawv rau thawj hnub ntawm cov npe. Los ntawm 2018 los nthuav qhia, Juduo tau tswj kev loj hlob thiab muaj txiaj ntsig rau 6 xyoo dhau los, nrog kev muag khoom ntawm 2 billion yuan. Yub tseem yog ib hom loj hlob sai heev, muaj ze li ntawm 10 khawm nce ntxiv piv rau peb lub xyoos hauv 2020. LUCALAN, thiab lwm hom lag luam kuj tau tsim kom zoo.
Txawm li cas los xij, qee qhov kev ua kom muaj cov khoom lag luam tshiab pleev tsis tau muaj ua tsis tiav hauv kev lag luam reshuffle. Txij li 2024, hedone, tawm cov npe xws li Fomomey tau kaw lawv lub khw muag khoom ib zaug, thiab hauv 2025, xov xwm ntawm kev kaw ntawm VARLAR Marble thiab Shuiyi tau raug tshaj tawm. Cov no ib zaug cov hom nrov feem ntau cia siab rau cov khoom tawg kom tau cov koob meej, tab sis lawv lub neej tsis tshua muaj neeg luv heev.
Venus Marble Qhov Muag Txhua Xyoo Tau Txog 260 lab yuan hauv 2018 los ntawm kev tsim txiaj ntawm lub "Marble Qhov Muag Duab ntxoov ntxoo rau yim sib law liag rau yim sib law liag. Txawm li cas los xij, lub khw muag chij ntawm Tmall yuav raug kaw hauv 2024, thiab kev ua lag luam yuav raug tshem tawm txhua xyoo 2025; Hedone thaum dhau los ua qhov nrov vim tias "1986 taug kev mus rau sab hnub poob qhov muag duab ntxoov ntxoo qhov muag duab". Tmall's FlagShip khw muaj 1.7 lab tus kiv cua hauv tag nrho, thiab ib daim di ncauj uas muaj muag ntau dua 1 lab hauv tag nrho, tab sis nws yuav "ploj" hauv 2024.
Kev soj ntsuam ntawm vim li cas rau kev tawm ntawm cov khoom tawm los
Qhov tawm ntawm cov khoom tsim tawm los yog vim tawm ntawm cov peev txheej. Tom qab kev zoo nkauj Boom los ntawm 2018 txog 2020, peev maj mam ua rau lub xyoo ua tshuaj pleev ib xyoos 2021. Cov nyiaj txiag nyuaj tshaj plaws rau kev ua lag luam kev zoo nkauj los nrhiav nyiaj. Raws li cov txheeb cais tsis tau los ntawm Yesi, tus naj npawb ntawm kev nqis peev thiab nyiaj txiag poob rau 2024 poob rau 2023, ib xyoos {13} {xyoo txo ntawm 18.3%.
Qhov thib ob yog 'bundling' ntawm cov tsheb khiav. Txawm hais tias cov tsheb khiav tau pab cov theem, sijhawm thaum ntxov, rov qab los ntawm kev nqis peev (ROI) txo qis thiab tsheb khiav mus ntxiv. Tus tsim ntawm Fuqi Fomomy ib zaug tau hais tias rov qab los ntawm kev nqis peev ntawm cov khoom muag thaum ntxov ntawm kev nqis peev ntawm E} Cov lus qhia kev nce qib siab, thiab cov ntaub ntawv ntawm cov khoom lag luam loj zuj zus. Txawm hais tias lawv nkag mus rau hauv lub taub hau thauj tog rau nkoj chav studio, lawv feem ntau ploj nyiaj yuav tau txais kev qw. Qhov siab dua cov Commission, lawv tau muag, ntau lawv tau ploj. Qhov no qhia tau tias cov qauv dav dav ntawm "Cov Khoom Siv Hluav Taws Xob - Kev Sib Tw" hauv Kev Tsim Kev Zoo Nkauj, thiab Kev Tsim Kho Kev Zoo Siab, thiab Kev Tsim Kho Yav Tom Ntej, thiab cov neeg siv lub siab siv.
Kev lag luam hloov pauv thiab teb, parity ua ib tug qauv, thiab kev ua kom zoo nkauj yog cov kev taw qhia
Lub Tshuaj pleev Kev Lag Luam Tshuaj pleev ib ce tau nkag mus rau lub voj voog tshiab
Los ntawm macroecomonomic pervellactive, Tuam Tshoj txoj kev lag luam muaj kev kawm ntev heev vim tias 2010, tab sis txij xyoo 2010, tab sis txij xyoo 2010, tab sis txij xyoo 2010, tab sis txij xyoo 2010, tab sis txij xyoo 2010, tab sis txij xyoo 2010, tab sis txij xyoo 2010, tab sis txij xyoo 2010, tab sis txij xyoo 2010, tab sis txij xyoo 2010, tab sis txij xyoo 2010, tab sis txij li xyoo 2010, tab sis txij li xyoo 2010, tab sis txij li xyoo 2010 tau txuas ntxiv mus, nkag mus rau lub sijhawm nruab nrab kom muaj qhov nruab nrab qis. Nrog rau cov kev hloov pauv ntawm kev lag luam nyiaj txiag, cov tshuaj pleev ib ce kev lag luam tseem tau nkag mus rau ib theem ntawm nruab nrab kom muaj qhov nruab nrab ntawm high- kev loj hlob ceev. Lub Cuaj Hlis 2024, lub khw muag khoom muag ntawm cov tshuaj pleev ib ce tau 32.9 billion yuan, ib xyoos-} xyoo txo ntawm 4.5%. Qhov kev muag khoom muag muag txij Lub Ib Hlis txog Lub Cuaj Hli yog 306.9 billion Yuan, thiab xyoo---}---}}-}-}--
Raws li cov ntaub ntawv los ntawm Qichasha, txij ib lub Ib Hlis txog Lub Kaum Hli 2023, 1.4325 lab tshuaj pleev ib ce / tso tseg, ib xyoos {xyoo nce ntawm 87.05%. Nyob rau tib lub sijhawm, 4.6348 lab xee npe tau ntxiv, thiab txoj kev rho tawm ntawm cov kev tshem tawm thiab tshem tawm tau ze li ob zaug ntawm kev sau npe tshiab. Tsawg kawg 27 hom kev zoo nkauj yuav tshaj tawm bankruptcy lossis kev hloov kho hauv kev hloov pauv, nrog rau kev lag luam tshuaj pleev ib ce tau yooj yim, uas yuav nyob hauv qab xyoo tom ntej.
Kev Nqis Tau Siv Tau Tau dhau los ua cov txheej txheem tseem ceeb
Ntawm tam sim no, muaj ntau yam sib xws ntawm kev tau txais kev pab hauv kev lag luam, thiab cov pej xeem muaj kev loj hlob hauv kev loj hlob tuaj yeem nkag rau hauv "kev loj hlob tsis zoo" ". Qhov no ua rau kev siv nyiaj hauv Nyij Pooj tom qab 1990s muaj kev siv tseem ceeb rau kev noj hauv tsev hauv tsev hauv ntej 10 xyoo tom ntej.
Hauv kev lag luam tshuaj pleev ib ce, nyob rau xyoo tas los no, cov neeg siv khoom tau txais kev hu ua pheej yig thiab siab thov tshem tawm cov ntxim nyiam ntawm cov hom loj. Xyoo 2024, cov qauv ntawm cov nqi pheej yig los ua qhov kev lag luam ntawm cov tshuaj pleev ib ntus, thiab kev muag khoom tau lees paub txog 1.2-}} xyoo nce ntawm 2.9%.
Qee hom pheej yig tau ntsib kev loj hlob tseem ceeb hauv Suav lag luam. Nyob rau hauv thawj ib nrab ntawm 2024, Kong Fengchun txoj kev ua haujlwm tau nyiaj yog 116 xyoo, nrog ib xyoos Cov nyiaj tau los ntawm Miyequan nce los ntawm 80% xyoo -- xyoo; Raws li 2024, Babela qhov muag tau tshaj 800 lab Yuan, nce ntau dua 20% piv rau tib lub sijhawm xyoo tas los; Nkoj lub sijhawm muag khoom xyoo no tau nce los ntawm qhov nruab nrab ntawm txog 30% piv rau peb lub xyoos dhau los. Cov kev lag luam nyuaj nyuaj thoob ntiaj teb kuj tseem ua rau muaj kev lag luam loj heev nyob rau ntau thaj tsam kev lag luam thoob ntiaj teb.
Kev Lag Luam Teb Chaws Lub Tswv Yim: Sau cov kev cai ua kom loj hlob
Nyob rau hauv lub caij nyoog ntawm "kev ua qoob muaj zog thiab cov neeg ua haujlwm nrawm nroos", cov neeg ua haujlwm hauv kev lag luam tshuaj pleev ib ce yuav tsum tau kho lawv cov tswv yim. Firstly, peb yuav tsum tau kho peb lub tswv yim, txo qis peb cov kev cia siab, thiab dhau los ua qhov ntev- lub sijhawm xav. Pib txij li 2023, cov tshuaj pleev ib ce yuav nkag mus rau ib lub sijhawm ntawm cov reshuffling loj, nrog cov hom feem ntau tau ntsib cov txiaj ntsig nruj. Lub caij nyoog ntawm cov txiaj ntsig ntau dhau yog ploj mus ib txhis, thiab kev rov qab rov qab los tom ntej yuav txuas ntxiv. Cov kws qhia yuav tsum lees txais ntev -}}}} kev loj hlob nyob ruaj khov thiab ua kom muaj kev nce qib.
Thib ob, peb yuav tsum tau kho kom rov kho dua thiab txhim kho cov khoom muaj zog. Cov khoom lag luam yog cov tseem ceeb tseem ceeb ntawm lub hom. Nrog rau kev txhawb nqa cov neeg siv khoom thiab nce qib txuas ntxiv hauv kev lag luam ntawm cov tshuaj pleev ib ce, cov cai rau kev tshawb fawb tau nce siab heev. Yav tom ntej, kev lag luam yuav nkag mus rau theem ntawm kev tswj hwm kev kho kom zoo nkauj thiab cov kev tshwj xeeb. Cov khoom lag luam muaj zog tsis tsuas yog xa mus rau tus naj npawb ntawm cov haujlwm, tab sis theej qib ntawm cov khoom lag luam muaj txiaj ntsig rau kev tsav tsheb hom muaj zog li.
Thaum kawg, peb yuav tsum tsom rau pragmatic zoo thiab qhov kawg raug nqi - ua hauj lwm zoo. Nyob rau hauv kev ua lag luam ib puag ncig ntawm cov nyiaj tsawg, tus nqi siab- ua hauj lwm zoo, ntau thiab ntau dua cov neeg tau txais kev pab cuam tshuam "hloov cov hom loj". Nyob rau hauv xyoo tsis ntev los no, feem ntau cov hom uas tau khaws cov kev loj hlob muaj txiaj ntsig tau txais cov kauj ruam no kom raug. Kev lag luam tshuaj pleev ib ce muaj resilience. Tsuas yog los ntawm kev sib tw Farewell mus rau kev loj hlob ntxiv, thiab nkag mus rau hauv lub caij nyoog ntawm kev tsim kev cog qoob loo tuaj yeem ua rau peb muaj kev loj hlob thiab ua tiav kev lag luam hloov pauv.
