广州美妆产业如何突破"内卷"？差异化能力与国际化布局成关键
广州美妆产业如何突破"内卷"？差异化能力与国际化布局成关键
How Can Guangzhou's Cosmetics Industry Break Through "Involution"? Differentiated Capabilities and International Layout Become Key
在竞争激烈的美妆市场中，广州企业正通过创新和差异化战略寻求突破。 12月18日举行的"美美与共 新质未来"研讨会上，行业领袖分享了他们的见解。
In the highly competitive cosmetics market, Guangzhou enterprises are seeking breakthroughs through innovation and differentiation strategies. At the "Beauty and Shared, New Quality Future" seminar held on December 18, industry leaders shared their insights.
差异化能力：破"卷"关键
Differentiated Capabilities: Key to Breaking "Involution"
环亚集团总裁吴知情表示："企业经营如同马拉松，耐力比速度更重要。"她强调企业需要通过品类创新、技术创新和组织创新构建核心竞争力。
Huanya Group President Wu Zhiqing stated: "Business operation is like a marathon, where endurance is more important than speed." She emphasized that enterprises need to build core competitiveness through category innovation, technological innovation and organizational innovation.
南方美谷总经理王瑞章指出："'内卷'的本质是同质化竞争。"他建议企业从战略定位、产品营销和增长引擎三个维度建立差异化优势。
Southern Beauty Valley General Manager Wang Ruizhang pointed out: "The essence of 'involution' is homogeneous competition." He suggested that enterprises establish differentiated advantages from three dimensions: strategic positioning, product marketing and growth engine.
国际化布局：借鉴卢瓦尔河谷经验
International Layout: Learning from Loire Valley Experience
吴知情建议黄埔区借鉴法国"卢瓦尔河谷"化妆品产业集群的成功经验，通过：
- 全产业链整合
- 技术共享
- 绿色发展
- 品牌提升
Wu Zhiqing suggested that Huangpu District learn from the successful experience of France's "Loire Valley" cosmetics industry cluster through:
- Whole industry chain integration
- Technology sharing
- Green development
- Brand enhancement
万亿目标：打造国际化美妆产业集群
Trillion Goal: Building an International Cosmetics Industry Cluster
广州开发区将美妆产业作为冲刺"万亿制造"的支柱产业之一。目前区内已聚集：
- 宝洁、安利等国际巨头
- 丸美、环亚等本土龙头
- 谷雨、慕可等新生品牌
Guangzhou Development Zone has designated the cosmetics industry as one of the pillar industries for its "trillion manufacturing" goal. Currently, the zone has gathered:
- International giants like P&G and Amway
- Local leaders like Marubi and Huanya
- Emerging brands like Guyu and Muke
数据显示：黄埔区规模以上化妆品生产企业近3年年均产值超300亿元，11家企业31款产品获评广东省优质化妆品，数量连续3年全省第一。
Data shows: Huangpu District's large-scale cosmetics manufacturers have achieved an average annual output value of over 30 billion yuan in the past three years. Eleven enterprises with 31 products were rated as Guangdong High-quality Cosmetics, ranking first in the province for three consecutive years.
