外资美妆品牌在中国市场的困境与转型策略
2024年，外资美妆品牌在中国市场正经历前所未有的挑战。 根据亿邦动力统计，今年已有至少17个外资品牌撤出中国市场，其中包括资生堂、欧莱雅、LVMH等国际巨头旗下的多个品牌。
In 2024, foreign cosmetics brands are facing unprecedented challenges in the Chinese market. According to statistics from YiBang Power, at least 17 foreign brands have withdrawn from China this year, including multiple brands under international giants like Shiseido, L'Oréal, and LVMH.
市场表现下滑的主要原因
Key Reasons for Market Decline
外资品牌在中国市场表现不佳的主要原因包括：
- 消费者观念转变：中国消费者变得更加理性，对大牌化妆品的成分逐渐祛魅
- 本土品牌崛起：国产品牌在电商平台获得全线增长，如珀莱雅、韩束等
- 营销方式落后：外资品牌在新兴社交电商渠道的适应能力较弱
The main reasons for the poor performance of foreign brands in the Chinese market include:
- Changing consumer attitudes: Chinese consumers have become more rational and less impressed by the ingredients of big-name cosmetics
- Rise of local brands: Domestic brands have achieved comprehensive growth on e-commerce platforms, such as Proya and Kans
- Outdated marketing methods: Foreign brands have weaker adaptability in emerging social e-commerce channels
外资品牌的转型策略
Transformation Strategies of Foreign Brands
面对挑战，外资美妆品牌正在尝试多种转型策略：
- 投资本土品牌：如欧莱雅投资观夏等中国本土香水品牌
- 产品升级：雅诗兰黛将"小棕瓶"升级为"大棕罐"
- 下沉市场布局：欧舒丹在中国三四线城市持续开店
Facing challenges, foreign cosmetics brands are trying various transformation strategies:
- Investing in local brands: Such as L'Oréal's investment in Chinese perfume brand To Summer
- Product upgrades: Estée Lauder upgraded its "Advanced Night Repair" series
- Expanding into lower-tier markets: L'Occitane continues to open stores in China's third- and fourth-tier cities
直播电商的挑战与机遇
Challenges and Opportunities in Live Streaming E-commerce
在直播电商领域，外资品牌面临独特挑战。某代运营商透露："外资品牌主播往往过于谨慎，不够'放得开'，影响了直播效果。"相比之下，国产品牌如韩束通过短剧营销和创始人亲自直播等方式，在抖音平台实现了显著增长。
In the field of live streaming e-commerce, foreign brands face unique challenges. A service provider revealed: "Foreign brand anchors are often too cautious and not 'relaxed enough', which affects the live streaming effect." In contrast, domestic brands like Kans have achieved significant growth on Douyin through short drama marketing and live streaming by founders.
下沉市场的困境
Difficulties in Lower-tier Markets
下沉市场被视为外资品牌的新增长点，但实际开拓面临诸多困难。某外资品牌尝试在三四线城市推广洗护产品时发现，当地消费者对其品牌认知度极低。更值得注意的是，在这些消费者心中，珀莱雅、林清轩等本土品牌才是高端代表。
Lower-tier markets are seen as new growth points for foreign brands, but actual development faces many difficulties. When a foreign brand tried to promote hair care products in third- and fourth-tier cities, it found that local consumers had extremely low brand awareness. More notably, in the minds of these consumers, domestic brands like Proya and Chantecaille are the real high-end representatives.
结论：外资美妆品牌要在中国市场重获增长，需要在保持品牌调性的同时，更灵活地适应中国消费者的需求和市场变化。
Conclusion: For foreign cosmetics brands to regain growth in the Chinese market, they need to maintain brand tone while being more flexible in adapting to Chinese consumers' needs and market changes.
