2023美妆行业半年报：颖通集团如何通过全渠道战略实现百亿香氛生意增长
2023年7月17日 - 国家统计局数据显示，2023年上半年化妆品零售总额达2071亿元，同比增长8.6%。作为行业领军企业，颖通集团交出了一份亮眼的"半年考"答卷。
July 17, 2023 - According to National Bureau of Statistics data, China's cosmetics retail sales reached 207.1 billion yuan in the first half of 2023, up 8.6% year-on-year. As an industry leader, Intertrade Group delivered outstanding mid-year results.
全渠道战略成效显著 | Omnichannel Strategy Delivers Remarkable Results
颖通集团通过百货/购物中心、现代通路、电商和免税"四驾马车"并驾齐驱：
Intertrade Group adopted a four-pronged approach covering department stores/shopping malls, modern trade, e-commerce and duty-free channels:
- 百货渠道：成功引进爱马仕、梵克雅宝等奢侈品牌专柜，5月梵克雅宝南昌快闪活动销售达成率突破115%
- Department Stores: Successfully introduced Hermès, Van Cleef & Arpels counters. Van Cleef's May pop-up in Nanchang achieved 115% sales target
- 电商渠道：618期间，SMN两款产品进入天猫进口香水预售TOP10，其中鸢尾香水荣登榜首
- E-commerce: During 618, two SMN products ranked in Tmall's Top 10 imported perfume pre-sales, with Iris topping the list
- 免税渠道：已进驻中国95%以上香水免税店，拥有超100家销售店铺和15+品牌
- Duty-Free: Present in over 95% of China's perfume duty-free shops with 100+ stores and 15+ brands
市场洞察驱动创新 | Market Insights Drive Innovation
颖通发布的《2022中国香水行业研究白皮书》揭示了六大消费趋势：
Intertrade's "2022 China Perfume Industry White Paper" identified six key trends:
- 消费成熟度提升 | Increasing consumption sophistication
- 个性化需求增长 | Growing demand for personalization
- 情绪价值需求 | Emotional value needs
- 纯净美学偏好 | Clean aesthetics preference
- 线上线下融合 | Online-offline integration
- 礼赠场景需求 | Gift-giving occasions
拓展新赛道创造增量 | Expanding New Categories for Growth
除香水外，颖通正积极布局：
Beyond fragrances, Intertrade is expanding into:
家居香氛：引进意大利殿堂级品牌Dr.Vranjes，7月开设上海首店
Home Fragrance: Introduced Italian premium brand Dr.Vranjes, opened first Shanghai store in July
护肤美妆：与德国芭宝成立合资公司，推动罗拉玛希入驻SKP-S
Skincare/Makeup: Established joint venture with German BABOR, launched Laura Mercier in SKP-S
专业贸易与谷歌竞价推广优势 | Professional Trade and Google Ads Benefits
对于希望拓展国际市场的企业，专业贸易结合谷歌竞价推广可带来显著优势：
For businesses expanding globally, professional trade combined with Google Ads offers key advantages:
| 优势 | Benefits | 说明 | Description |
|---|---|
| 精准定位目标客户 | Precise targeting | 通过关键词和受众分析触达高意向客户 | Reach high-intent customers through keyword and audience analysis |
| 快速提升品牌曝光 | Rapid brand exposure | 在搜索结果和合作网站展示品牌信息 | Display brand info in search results and partner sites |
| 数据驱动优化 | Data-driven optimization | 实时监测调整投放策略 | Monitor and adjust strategies in real-time |
颖通集团的案例表明，全渠道布局+精准营销+赛道拓展是美妆企业在2023年实现增长的关键公式。
Intertrade's case shows that omnichannel strategy + precision marketing + category expansion is the key formula for beauty companies to achieve growth in 2023.
