国货美妆崛起：从"中国制造"到"中国质造"的美丽蜕变

国货美妆崛起：从"中国制造"到"中国质造"的美丽蜕变

The Rise of Domestic Cosmetics: The Beautiful Transformation from "Made in China" to "Quality Made in China"

近年来，国货化妆品快速崛起，越来越受消费者青睐，成为从"中国制造"跃升到"中国质造"的典型代表。

In recent years, domestic cosmetics have risen rapidly and become increasingly popular among consumers, representing a typical transformation from "Made in China" to "Quality Made in China".

消费升级趋势下，以化妆品为代表的"美丽经济"快速发展。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%。

Under the trend of consumption upgrading, the "beauty economy" represented by cosmetics has developed rapidly. 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%.

研发创新：国货美妆的核心竞争力

R&D Innovation: The Core Competitiveness of Domestic Cosmetics

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里，35条生产线年产值超40亿元。

At Freda Bio-Pharm Co., Ltd. in Jinan High-tech Zone, Shandong, reporters saw the "transparent factory" in the cosmetics industry. In the 44,000-square-meter factory, 35 production lines have an annual output value of over 4 billion yuan.

"要想实现企业长远发展，必须进行技术改造，加大研发力度，提升产品品质。"福瑞达总经理高春明表示。公司已与山东大学、北京工商大学等高校建立长期合作关系。

"To achieve long-term development, enterprises must carry out technological transformation, increase R&D efforts, and improve product quality," said Gao Chunming, general manager of Freda. The company has established long-term cooperative relationships with Shandong University, Beijing Technology and Business University and other universities.

数字化转型：从"制造"到"智造"

Digital Transformation: From "Manufacturing" to "Intelligent Manufacturing"

在广州白云区，诗妃化妆品通过数字化生产车间严控产品质量。而雪蕾化妆品则通过数智化平台提升生产效率，备料环节效率显著提高。

In Baiyun District, Guangzhou, Shifei Cosmetics strictly controls product quality through digital production workshops. Xuelei Cosmetics improves production efficiency through intelligent digital platforms, with significant efficiency improvements in the preparation process.

"我们把不同环节的数据管理模块一个个打通，解决库存和订单自动管理的问题。"诗妃负责人王佳华表示。

"We have connected the data management modules of different links one by one to solve the problem of automatic inventory and order management," said Wang Jiahua, head of Shifei.

直播带货+产业集聚：激发消费新活力

Live Streaming + Industrial Clustering: Stimulating New Consumption Vitality

在浙江湖州埭溪美妆小镇，281家化妆品企业形成完整产业链。通过直播带货、时尚生活节等活动，去年游客量突破200万人次。

In Daixi Cosmetics Town of Huzhou, Zhejiang, 281 cosmetics companies have formed a complete industrial chain. Through activities such as live streaming and fashion festivals, the number of tourists exceeded 2 million last year.

"我们还准备举办美妆小镇直播大赛，培养更多的当地居民成为小镇主播。"埭溪镇党委副书记莫芬芬表示。

"We are also preparing to hold a live streaming competition in Cosmetics Town to train more local residents to become town anchors," said Mo Fenfen, deputy secretary of the Daixi Town Party Committee.

数据显示，去年美妆小镇外贸出口额同比增长220.5%，产品销往70多个国家和地区。

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