国货美妆崛起：从中国制造到中国质造的市场新机遇

国货美妆崛起：从中国制造到中国质造的市场新机遇

The Rise of Domestic Beauty Brands: New Market Opportunities from "Made in China" to "Quality from China"

近年来，国货化妆品行业迎来爆发式增长，成为从"中国制造"迈向"中国质造"的典型代表。据国家统计局数据显示，2023年中国化妆品零售额达4142亿元，同比增长5.1%。

In recent years, the domestic cosmetics industry has experienced explosive growth, becoming a typical representative of the transition from "Made in China" to "Quality from China". According to data from the National Bureau of Statistics, China's cosmetics retail sales reached 414.2 billion yuan in 2023, a year-on-year increase of 5.1%.

研发创新成为国货美妆品牌的核心竞争力。以山东福瑞达为例，该公司投入大量资源建设研发中心，拥有3个国家级科研平台和13个省级科研平台。2023年"双11"期间，其旗下品牌全渠道销售同比增长超60%。

R&D innovation has become the core competitiveness of domestic beauty brands. Taking Shandong Freda as an example, the company has invested heavily in building R&D centers, owning 3 national-level and 13 provincial-level research platforms. During the 2023 "Double 11" shopping festival, sales of its brands across all channels increased by more than 60% year-on-year.

数字化转型正在重塑化妆品产业。广州白云区作为全国化妆品产业主要聚集地，近1300家企业通过智能化生产提升效率。诗妃化妆品通过自动化系统实现精准控制，确保每个批次产品的一致性。

Digital transformation is reshaping the cosmetics industry. Baiyun District in Guangzhou, as one of China's major cosmetics industry clusters, has nearly 1,300 enterprises improving efficiency through intelligent production. Sefily Cosmetics achieves precise control through automated systems, ensuring consistency in every batch of products.

直播电商为国货美妆开辟新渠道。浙江湖州美妆小镇通过举办直播大赛等活动，2023年游客量突破200万人次。珀莱雅等品牌在"618"期间电商平台表现亮眼，带动产业集聚发展。

Live streaming e-commerce has opened new channels for domestic beauty brands. The Beauty Town in Huzhou, Zhejiang, through activities like live streaming competitions, attracted over 2 million visitors in 2023. Brands like Proya performed remarkably well on e-commerce platforms during the "618" shopping festival, driving industrial cluster development.

出海战略成效显著。数据显示，2023年美妆小镇企业外贸出口额同比增长220.5%，产品销往70多个国家和地区。国货美妆正通过品质提升和品牌建设，逐步赢得全球市场认可。

The overseas expansion strategy has achieved remarkable results. Data shows that in 2023, the foreign trade export volume of Beauty Town enterprises increased by 220.5% year-on-year, with products sold to more than 70 countries and regions. Domestic beauty brands are gradually gaining global market recognition through quality improvement and brand building.