从代工到国货之光：沧州化妆刷产业如何通过电商实现30亿年销
核心提示：河北沧州青县这个看似与时尚无关的小县城，却孕育着中国化妆刷产业的半壁江山。从代工起步到打造自主品牌，当地企业通过电商平台实现了华丽转身。
Key Insight: Qing County in Cangzhou, Hebei, a small town seemingly unrelated to fashion, nurtures half of China's makeup brush industry. Starting from OEM to building independent brands, local enterprises have achieved a magnificent transformation through e-commerce platforms.
■ 产业起源：韩企带来的技术积淀
■ Industry Origin: Technical Foundation Brought by Korean Enterprises
上世纪90年代，改革开放的春风吹拂华北大地，一批韩国化妆刷企业看中青县的地理优势——地处环渤海沿海，毗邻毛料产地，纷纷在此设厂。巅峰时期，有三四十家韩企盘踞青县，为丝芙兰、香奈儿、MAC等国际大牌代工。
In the 1990s, with the spring breeze of reform and opening up blowing across North China, a group of Korean makeup brush enterprises were attracted by Qing County's geographical advantages - located along the Bohai Rim coast and adjacent to raw material production areas. At its peak, 30-40 Korean enterprises were stationed in Qing County, serving as OEM manufacturers for international brands like Sephora, Chanel, and MAC.
技术传承：韩企不仅带来了订单，更培养了当地大批技术工人，建立了完善的生产流程。如今青县253家化妆用具企业中，许多创始人都有韩企工作背景。
Technical Inheritance: Korean enterprises not only brought orders but also trained a large number of local technical workers and established complete production processes. Many founders of Qing County's current 253 makeup tool enterprises have work experience in Korean companies.
■ 品牌崛起：从代工到自主创新
■ Brand Rise: From OEM to Independent Innovation
2016年，曾在韩企担任采购的张梦玮与三位伙伴创立"花漾"品牌，取意"心花荡漾"。当时中国美妆市场尚未成熟，但随着韩国美妆女王Pony朴惠敏在中国走红，"跟着Pony学化妆"的热潮带动了化妆刷需求。
In 2016, Zhang Mengwei, who had worked as a purchaser in a Korean company, founded the "Huayang" brand with three partners, meaning "heart blossoming". At that time, China's beauty market was not yet mature, but with the popularity of Korean makeup queen Pony Park in China, the trend of "learning makeup with Pony" drove the demand for makeup brushes.
品质升级：花漾在生产中坚持32道工序，在韩企原有流程基础上增加质检环节，确保"不扎脸"的基本要求。如今"沧州发货"已成为美妆博主口中的品质保证。
Quality Upgrade: Huayang insists on 32 production processes, adding quality inspection links based on the original Korean enterprise processes to ensure the basic requirement of "not scratching the face". Now "shipped from Cangzhou" has become a quality guarantee in the words of beauty bloggers.
■ 电商赋能：拼多多助力产业升级
■ E-commerce Empowerment: Pinduoduo Boosts Industry Upgrade
2020年，面对传统渠道高昂的推广成本（单个中腰部达人合作费达15万+50%佣金），花漾转向拼多多平台。通过百亿补贴等资源，目前拼多多销量已占其全渠道50%，日均订单约1万单。
In 2020, facing high promotion costs in traditional channels (cooperation fee with a single mid-tier influencer reaching 150,000 yuan + 50% commission), Huayang turned to Pinduoduo. With resources like billion-dollar subsidies, Pinduoduo sales now account for 50% of its omni-channel sales, with about 10,000 daily orders.
平台扶持：拼多多"新质商家百亿扶持计划"将先用后付订单技术服务费从1%降至0.6%，显著降低经营成本。今年双十一期间，花漾再登拼多多化妆刷热销榜首，累计销量超300万件。
Platform Support: Pinduoduo's "New Quality Merchants Billion Support Plan" reduced the technical service fee for pay-after-use orders from 1% to 0.6%, significantly lowering operating costs. During this year's Double 11, Huayang topped Pinduoduo's makeup brush bestseller list again, with cumulative sales exceeding 3 million pieces.
■ 未来展望：精细化发展与乡村振兴
■ Future Prospects: Refined Development and Rural Revitalization
随着消费者需求日益精细化，花漾从成套销售转向推出单支专业刷具。同时，公司将部分生产环节下沉到乡镇，既降低成本，又为农村妇女创造就业机会。
As consumer demands become more refined, Huayang has shifted from set sales to launching single professional brushes. Meanwhile, the company has decentralized some production processes to townships, reducing costs while creating employment opportunities for rural women.
品牌自信：张梦玮表示："我们仍为国际大牌代工，因为消费者知道这是'花漾'生产的，就会对我们的品质产生信赖。"这种代工与自主品牌并行的策略，正推动"沧州质量"走向世界。
Brand Confidence: Zhang Mengwei said: "We still do OEM for international brands, because consumers knowing these are produced by 'Huayang' will trust our quality." This parallel strategy of OEM and independent brands is promoting "Cangzhou Quality" to the world.
