国货美妆崛起密码：制造升级+电商赋能+原料突破

国货美妆崛起密码：制造升级+电商赋能+原料突破

The Rise of Domestic Beauty Brands: Manufacturing Upgrade + E-commerce Empowerment + Raw Material Breakthroughs

中国美妆产业正迎来黄金发展期，国货品牌通过制造升级、电商赋能和原料突破三大路径实现快速崛起。根据《2023年中国化妆品年鉴》，国货美妆市场份额首次超过外资品牌，达到50.4%。

China's beauty industry is experiencing a golden period of development, with domestic brands achieving rapid growth through manufacturing upgrades, e-commerce empowerment, and raw material breakthroughs. According to the 2023 China Cosmetics Yearbook, domestic beauty brands' market share surpassed foreign brands for the first time, reaching 50.4%.

电商直播成为重要助推器。以霸王为例，其2023年直播电商销售额达2000万元，同比增长200%。白云区聚集全国1/4化妆品企业，2023年产值突破300亿元。

Live streaming e-commerce has become a key driver. Taking霸王 as an example, its live streaming e-commerce sales reached 20 million yuan in 2023, a year-on-year increase of 200%. Baiyun District gathers a quarter of China's cosmetics companies, with output value exceeding 30 billion yuan in 2023.

制造能力升级是关键支撑。芭薇股份拥有28个化妆品原料专利，为联合利华等国际品牌代工，同时助力SKINTIFIC等新锐国货品牌打造爆款产品。

Manufacturing capability upgrade is the key support. Bavei holds 28 cosmetic raw material patents, OEM for international brands like Unilever, while helping emerging domestic brands like SKINTIFIC create hit products.

原料突破方面，白云美湾研究院集群成功研发神经酰酯，将成本从每公斤1.6-1.8万元降至2000元。芭薇股份的"香露兜叶提取物"完成新原料备案。

In terms of raw material breakthroughs, the Baiyun Beauty Bay research cluster successfully developed ceramide, reducing the cost from 16,000-18,000 yuan/kg to 2,000 yuan. Bavei's "Pandanus Leaf Extract" completed new raw material filing.

专家指出，国货美妆要持续提升品牌影响力，避免价格战，同时加强原料自主研发，才能真正与国际大牌比肩。

Experts point out that domestic beauty brands need to continuously improve brand influence, avoid price wars, and strengthen independent R&D of raw materials to truly compete with international brands.