国货美妆崛起：从"中国制造"到"中国质造"的美丽经济转型

国货美妆崛起：从"中国制造"到"中国质造"的美丽经济转型

The Rise of Domestic Cosmetics: The Transformation of "Made in China" to "Quality Made in China" in the Beauty Economy

近年来，国货化妆品异军突起，越来越受消费者喜爱，成为"中国制造"迈向"中国质造"的典型代表。

In recent years, domestic cosmetics have emerged as a force to be reckoned with, gaining increasing popularity among consumers and becoming a typical representative of the transformation from "Made in China" to "Quality Made in China".

在消费升级的大趋势下，以化妆品为代表的"美丽经济"蓬勃发展。国家统计局数据显示，2023年，我国化妆品零售额达4142亿元，同比增长5.1%。

Amid the trend of consumption upgrading, the "beauty economy", represented by cosmetics, is flourishing. According to data from the National Bureau of Statistics, in 2023, China's cosmetics retail sales reached 414.2 billion yuan, a year-on-year increase of 5.1%.

技术创新驱动品质升级

Technological Innovation Drives Quality Upgrading

走进位于山东济南高新区的福瑞达生物股份有限公司，面膜无菌生产车间内，机械臂挥舞着，将精华原液灌入装有面膜纸的袋子中，经过封口等工序后，一片片面膜便"诞生"了。

Entering the sterile production workshop of Freda Bio-Pharm Co., Ltd. in Jinan High-tech Zone, Shandong Province, robotic arms are waving, filling essence into bags containing facial mask paper. After sealing and other processes, each facial mask is "born".

"透明工厂"体现了公司对产品品质的自信。"要想实现企业的长远发展，必须进行技术改造，加大研发力度，提升产品品质，这样才能在市场竞争中立于不败之地。"福瑞达生物股份有限公司总经理高春明表示。

The "transparent factory" reflects the company's confidence in product quality. "To achieve long-term development of the enterprise, it is necessary to carry out technological transformation, increase R&D efforts, and improve product quality, so as to remain invincible in market competition," said Gao Chunming, general manager of Freda Bio-Pharm Co., Ltd.

数字化转型打造竞争优势

Digital Transformation Builds Competitive Advantages

广东广州白云区是全国化妆品产业的主要聚集地之一，全区化妆品生产企业（不含原料、包材）近1300家，约占全国的1/4、广东省的1/2。

Baiyun District in Guangzhou, Guangdong Province is one of the main gathering places of the national cosmetics industry, with nearly 1,300 cosmetics production enterprises (excluding raw materials and packaging materials), accounting for about 1/4 of the country and 1/2 of Guangdong Province.

"化妆品产业的特点是产品种类多、个性化程度高，不同型号之间的原料配比和包装工序也大不相同。"广州雪蕾化妆品有限公司供应链中心总监王永平表示。

"The characteristics of the cosmetics industry are the variety of products and high degree of personalization. The raw material ratios and packaging processes between different models are also very different," said Wang Yongping, supply chain center director of Guangzhou Xueli Cosmetics Co., Ltd.

直播经济激发产业活力

Live Streaming Economy Stimulates Industrial Vitality

在浙江湖州吴兴区埭溪镇，国际美妆时尚博览中心的直播间里，主播们声情并茂地介绍美妆产品；时尚生活节上，主播们实地探访工厂，让更多网友了解产品的生产过程……新颖的销售方式让美妆产品更加畅销。

In Daixi Town, Wuxing District, Huzhou, Zhejiang Province, in the live broadcast room of the International Beauty Fashion Expo Center, hosts passionately introduce beauty products; during the Fashion Life Festival, hosts visit factories on-site, allowing more netizens to understand the production process... Novel sales methods make beauty products more popular.

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%，相关产品销售到70多个国家和地区。

Data shows that last year, the foreign trade export volume of beauty enterprises in the beauty town increased by 220.5% year-on-year, with related products sold to more than 70 countries and regions.

"未来，我们希望以美妆为中心，融合多元业态共同发展，在带动产品生产销售的同时，持续释放消费活力。"埭溪镇党委书记汤雪东说。

"In the future, we hope to focus on beauty, integrate multiple formats for common development, drive product production and sales, and continuously release consumption vitality," said Tang Xuedong, Party secretary of Daixi Town.