国货美妆品牌崛起：从中国制造到中国质造的华丽转身
近年来，国货化妆品快速崛起，越来越受消费者的青睐，成为从"中国制造"跃升到"中国质造"的典型代表。根据国家统计局数据，2023年我国化妆品零售额达4142亿元，同比增长5.1%。
In recent years, domestic cosmetics have risen rapidly, gaining increasing favor among consumers and becoming a typical representative of the transformation 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%.
在山东济南高新区的福瑞达生物股份有限公司，记者看到了美妆界的"透明工厂"。4.4万平方米的工厂内拥有35条生产线，年产值超40亿元。"透明工厂体现的是我们对产品品质的自信，"公司总经理高春明表示。
At Shandong Freda Biotech Co., Ltd. in Jinan High-tech Zone, reporters saw the "transparent factory" in the beauty industry. The 44,000-square-meter factory has 35 production lines with an annual output value exceeding 4 billion yuan. "The transparent factory reflects our confidence in product quality," said Gao Chunming, general manager of the company.
数字化转型成为国货美妆品牌提升竞争力的关键。广州白云区作为全国化妆品产业主要聚集地之一，区内企业正积极推动智能制造。诗妃化妆品通过数字化管理大幅优化了生产过程，而雪蕾化妆品则通过数智化平台提升了生产效率。
Digital transformation has become key for domestic beauty brands to enhance competitiveness. As one of China's major cosmetics industry clusters, enterprises in Guangzhou's Baiyun District are actively promoting intelligent manufacturing. Sefily Cosmetics has significantly optimized production processes through digital management, while Snowray Cosmetics has improved production efficiency through intelligent digital platforms.
浙江湖州吴兴区埭溪镇打造的美妆小镇，通过直播带货等新颖销售方式激发消费新活力。数据显示，去年美妆小镇美妆类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。
The Beauty Town in Daixi Town, Wuxing District, Huzhou, Zhejiang, has stimulated new consumption vitality through innovative sales methods like live streaming commerce. Data shows that last year, the foreign trade export volume of beauty enterprises in Beauty Town increased by 220.5% year-on-year, with products sold to more than 70 countries and regions.
专家指出，国货美妆品牌的崛起得益于三大因素：研发创新、智能制造和营销创新。随着消费者对国产品牌认可度提升，以及企业持续加大研发投入，国货美妆品牌正迎来黄金发展期。
Experts point out that the rise of domestic beauty brands benefits from three major factors: R&D innovation, intelligent manufacturing, and marketing innovation. With increasing consumer recognition of domestic brands and continuous increase in R&D investment by enterprises, domestic beauty brands are ushering in a golden period of development.
对于"有没有谁家做谷歌推广"的问题，业内人士表示，随着国货美妆品牌加速"出海"，越来越多企业开始重视海外数字营销，包括谷歌广告等推广方式，以拓展国际市场。
Regarding the question of "whether any companies are doing Google promotions", industry insiders said that as domestic beauty brands accelerate their "going global" efforts, more and more enterprises are paying attention to overseas digital marketing, including promotion methods such as Google Ads, to expand the international market.
