Daim ntawv tshaj tawm tshwj xeeb ntawm cov tshuaj pleev ib ce: Kev nce siab ntawm cov khoom siv hauv tsev, kev cia siab ntawm kev tsim cov tshuaj pleev ib ce hauv zos
1. Suav tshuaj pleev ib ce kev lag luam yog nyob rau hauv sawv
1.1 Kev lag luam tshuaj pleev ib ce tag nrho tswj hwm qhov sib txawv
Tshuaj pleev ib ce txhais thiab kev faib.Raws li Txoj Cai Tswjfwm Saib Xyuas thiab Kev Tswj Xyuas Tshuaj Txhuam Hniav (2021 tsab), tshuaj pleev ib ce xa mus rau cov khoom lag luam tshuaj niaj hnub uas siv rau ntawm daim tawv nqaij, plaub hau, rau tes, daim di ncauj thiab lwm yam tib neeg lub cev los ntawm kev txhuam, tshuaj tsuag lossis lwm yam zoo sib xws rau lub hom phiaj. ntawm kev tu, tiv thaiv, beautifying thiab hloov kho.Cov tshuaj pleev ib ce tuaj yeem muab faib ua cov tshuaj pleev ib ce tshwj xeeb thiab cov tshuaj pleev ib ce zoo tib yam, cov tshuaj pleev ib ce tshwj xeeb xa mus rau cov siv rau cov plaub hau xim, perm, freckle thiab whitening, tshuaj pleev thaiv hnub, tshuaj tiv thaiv plaub hau thiab tshuaj pleev ib ce uas thov cov teebmeem tshiab.Qhov ntsuas ntawm lub ntiaj teb cov tshuaj pleev ib ce ua lag luam qhia txog kev loj hlob tag nrho.Raws li Tuam Tshoj Economic Kev Tshawb Fawb Lub Tsev Haujlwm, los ntawm 2015 txog 2021, kev lag luam tshuaj pleev ib ce thoob ntiaj teb tau nce los ntawm 198 billion euros mus rau 237.5 billion euros, nrog CAGR ntawm 3.08% nyob rau lub sijhawm, tswj kev loj hlob tag nrho.Ntawm lawv, kev lag luam tshuaj pleev ib ce thoob ntiaj teb tau poob qis hauv 2020, feem ntau yog vim muaj kev cuam tshuam ntawm COVID-19 thiab lwm yam, thiab kev lag luam loj tau rov qab los rau xyoo 2021.
North Asia muaj qhov loj tshaj plaws ntawm kev lag luam tshuaj pleev ib ce thoob ntiaj teb.Tuam Tshoj los ntawm kev lag luam, raws li cov ntaub ntawv los ntawm lub koom haum nyob rau hauv 2021, sab qaum teb Asia, North America, Europe cheeb tsam nyob rau hauv lub ntiaj teb no tshuaj pleev ib ce lag luam accounted rau 35%, 26% thiab 22% feem, uas muaj ntau tshaj li ib feem peb ntawm sab qaum teb Asia accounted. .Nws yog qhov pom tseeb tias kev lag luam tshuaj pleev ib ce thoob ntiaj teb yog qhov tseem ceeb hauv cov cheeb tsam tsim kev lag luam, nrog rau North Asia, North America thiab Europe noj ntau dua 80% ntawm tag nrho.
Tag nrho cov khw muag khoom ntawm cov khoom siv tshuaj pleev ib ce hauv Suav teb tau tswj hwm kev loj hlob sai thiab tseem yuav muaj cov cwj pwm loj hlob nyob rau yav tom ntej.Raws li National Bureau of Statistics, los ntawm 2015 txog 2021, tag nrho cov khw muag khoom ntawm cov khoom siv tshuaj pleev ib ce hauv Suav teb tau nce los ntawm 204.94 billion yuan mus rau 402.6 billion yuan, nrog CAGR ntawm 11.91% nyob rau lub sijhawm, uas yog ntau dua peb npaug ntawm qhov nruab nrab. txhua xyoo kev loj hlob tus nqi ntawm lub ntiaj teb cov tshuaj pleev ib ce ua lag luam nyob rau tib lub sij hawm.Nrog rau txoj kev loj hlob ntawm kev lag luam kev lag luam, qhov kev thov rau cov tshuaj pleev ib ce tau dhau los ua ntau dua thiab cov kev muag khoom ntawm cov tshuaj pleev ib ce tau dhau los ua ntau thiab ntau haiv neeg.Tag nrho cov nplai ntawm cov tshuaj pleev ib ce ua lag luam tau loj hlob sai hauv xyoo tas los no.Xyoo 2022, nrog rau qhov rov ua dua ntawm COVID-19 kev sib kis thiab kev kaw loj hauv qee thaj chaw, kev xa khoom hauv tsev thiab kev ua haujlwm offline tau cuam tshuam, thiab cov khw muag khoom ntawm cov tshuaj pleev ib ce hauv Suav teb tau poob qis me ntsis, nrog rau tag nrho cov muag khoom txhua xyoo ntawm cov tshuaj pleev ib ce txog 393.6 billion yuan. .Nyob rau hauv lub neej yav tom ntej, nrog rau kev rov qab los ntawm kev sib kis thiab kev loj hlob ntawm Guochao tshuaj pleev ib ce, kev lag luam tshuaj pleev ib ce hauv tsev yuav txuas ntxiv txhim kho nrog cov khoom zoo, thiab cov nplai ntawm cov tshuaj pleev ib ce hauv Suav teb yuav tsum muaj kev loj hlob siab.
Cov khoom tu tawv nqaij, cov khoom tu plaub hau thiab pleev yog peb ntu tseem ceeb ntawm kev ua lag luam tshuaj pleev ib ce, ntawm cov khoom tu tawv nqaij suav rau thawj qhov chaw.Cov ntaub ntawv los ntawm Tuam Tshoj Economic Research Institute qhia tau hais tias nyob rau hauv lub ntiaj teb no cov tshuaj pleev ib ce ua lag luam nyob rau hauv 2021, cov khoom tu tawv nqaij, cov plaub hau tu thiab pleev yuav suav txog 41%, 22% thiab 16% feem.Raws li Frost & Sullivan, cov khoom tu tawv nqaij, cov khoom tu plaub hau thiab pleev yuav suav txog 51.2 feem pua, 11.9 feem pua thiab 11.6 feem pua , raws li, ntawm Suav cov tshuaj pleev ib ce ua lag luam nyob rau hauv 2021. Zuag qhia tag nrho, nyob rau hauv lub domestic thiab txawv teb chaws tshuaj pleev ib ce ua lag luam, cov khoom tu tawv nqaij nyob rau hauv lub ntsiab txoj hauj lwm, nyob rau hauv lub domestic kev ua lag luam share yog ntau tshaj ib nrab.Qhov txawv yog tias cov khoom tu plaub hau hauv tsev thiab pleev nyiaj rau qhov sib npaug, thaum nyob rau hauv lub ntiaj teb pleev ua lag luam, cov khoom tu plaub hau suav txog ze li 6 feem pua cov ntsiab lus ntau dua li kev sib piv pleev.
1.2 Kev tu tawv nqaij ntawm peb lub teb chaws tag nrho ua rau muaj kev loj hlob sai
Cov nplai ntawm Tuam Tshoj kev tu tawv nqaij ua lag luam nce zuj zus thiab xav tias yuav tshaj 280 billion yuan hauv 2023. Raws li kev tshawb fawb ntawm iMedia, los ntawm 2015 txog 2021, qhov loj ntawm Tuam Tshoj txoj kev lag luam tu tawv nqaij tau nce los ntawm 160.6 billion yuan mus rau 230.8 billion yuan, nrog CAGR ntawm 6.23 feem pua ntawm lub sijhawm.Xyoo 2020, vim muaj kev cuam tshuam los ntawm COVID-19 thiab lwm yam, qhov ntsuas ntawm Suav cov tawv nqaij kev lag luam poob qis, thiab xyoo 2021, qhov kev thov tau maj mam tso tawm thiab qhov ntsuas rov qab los rau kev loj hlob.Imedia Kev Tshawb Fawb kwv yees tias txij xyoo 2021 txog 2023, Tuam Tshoj txoj kev lag luam tu tawv nqaij yuav loj hlob ntawm qhov nruab nrab txhua xyoo kev loj hlob ntawm 10.22%, thiab yuav loj hlob mus rau 280.4 billion yuan hauv 2023.
Nyob rau hauv peb lub teb chaws, cov khoom tu tawv nqaij muaj ntau yam thiab tawg, lub ntsej muag cream, emulsion yog cov khoom siv feem ntau.Raws li kev tshawb fawb ntawm iMedia, xyoo 2022, Suav cov neeg siv khoom siv cov khoom tu tawv nqaij nrog kev siv ntau tshaj plaws ntawm cov tshuaj nplaum thiab cov tshuaj pleev ib ce, nrog 46.1% ntawm cov neeg siv khoom siv tshuaj pleev thiab 40.6% siv cov tshuaj pleev ib ce.Qhov thib ob, lub ntsej muag lub ntsej muag, lub qhov muag cream, toner thiab daim npog qhov ncauj kuj yog cov khoom siv los ntawm cov neeg siv khoom siv ntau tshaj plaws, suav txog ntau dua 30%.Nrog rau kev txhim kho ntawm tib neeg kev ua neej nyob, lawv muaj cov kev xav tau ntau dua rau cov tsos, kev xav tau ntau dua rau kev tu tawv nqaij xws li kev saib xyuas thiab tiv thaiv kev laus, thiab kev ua kom zoo dua qub rau cov khoom tu tawv nqaij, uas txhawb nqa kev lag luam tu tawv nqaij kom txuas ntxiv kev tsim kho tshiab hauv ntau ntu. , thiab ntau ntau yam khoom siv thiab ua haujlwm.
1.3 Qhov kev loj hlob ntawm Suav pleev nplai yog qhov ci
Tuam Tshoj txoj kev pleev xim ua lag luam tswj hwm kev loj hlob sai thiab muaj txiaj ntsig zoo dua li kev lag luam tu tawv nqaij.Raws li iMedia Kev Tshawb Fawb, los ntawm 2015 txog 2021, Tuam Tshoj cov pleev ua lag luam tau nce los ntawm 25.20 billion yuan mus rau 44.91 billion yuan, nrog CAGR ntawm 10.11%, ntau dua li kev loj hlob ntawm kev lag luam tawv nqaij nyob rau tib lub sijhawm.Zoo ib yam li cov khoom tu tawv nqaij, Tuam Tshoj lub khw muag pleev tau cuam tshuam los ntawm kev sib kis hauv 2020, thiab qhov ntsuas ntawm tag nrho lub xyoo poob los ntawm 9.7%.Vim tias kev sib kis tau muaj kev cuam tshuam ntau dua rau qhov kev thov rau kev pleev xim, thaum qhov kev thov rau kev tu tawv nqaij yog qhov ruaj khov, qhov loj ntawm cov pleev ua lag luam poob qis dua li ntawm lub khw muag tawv nqaij hauv xyoo ntawd.Txij xyoo 2021, kev tiv thaiv kab mob sib kis tau maj mam dhau los ua ib txwm muaj, thiab xyoo 2023, Tuam Tshoj tau siv Class B thiab B raj rau tus kabmob tshiab.Qhov cuam tshuam ntawm kev sib kis tau maj mam txo qis, thiab cov neeg nyob hauv qhov kev thov kom pleev tau zoo dua.Imedia Kev tshawb fawb kwv yees tias Tuam Tshoj cov pleev ua lag luam yuav ncav cuag 58.46 billion yuan hauv 2023, nrog kev loj hlob ntawm 14.09% txij xyoo 2021 txog 2023.
Kev siv tus nqi ntawm lub ntsej muag, caj dab khoom thiab di ncauj khoom yog siab heev nyob rau hauv peb lub teb chaws.Raws li iMedia Kev Tshawb Fawb, cov khoom siv ntsej muag thiab caj dab, suav nrog lub hauv paus, BB cream, xoob hmoov, hmoov thiab contorting hmoov, yog cov khoom siv pleev xim tshaj plaws los ntawm cov neeg siv khoom suav hauv 2022, suav txog 68.1 feem pua ntawm tag nrho.Qhov thib ob, kev siv cov khoom siv di ncauj xws li daim di ncauj thiab daim di ncauj gloss kuj yog siab, mus txog 60.6%.Txawm hais tias yuav tsum tau hnav lub qhov ncauj qhov ntswg thaum muaj kev sib kis, kev siv cov khoom siv di ncauj tau tseem siab, uas qhia txog qhov tseem ceeb ntawm daim di ncauj xim hauv kev tsim kom pom tag nrho.
1.4 Kev loj hlob sai ntawm cov channel hauv online pab txhim kho kev lag luam
E-lag luam channel tau dhau los ua thawj channel loj ntawm Suav lag luam tshuaj pleev ib ce.Raws li Tuam Tshoj Kev Tshawb Fawb Kev Lag Luam Kev Lag Luam, xyoo 2021, kev lag luam e-lag luam, khw muag khoom thiab khw muag khoom yuav suav txog 39%, 18% thiab 17% ntawm Tuam Tshoj txoj kev lag luam kev zoo nkauj, raws li.Nrog rau qhov muaj koob meej ntawm Is Taws Nem thiab qhov nce ntawm cov yeeb yaj kiab luv luv xws li Douyin Kuaishou, cov tshuaj pleev ib ce hauv tsev thiab txawv teb chaws tau qhib lawv cov duab hauv online.Ua ke nrog kev hloov pauv sai ntawm cov neeg nyob hauv kev noj haus uas tshwm sim los ntawm kev sib kis, kev lag luam e-lag luam tau tsim muaj zog.Nyob rau hauv 2021, qhov kev faib ua feem ntawm kev muag khoom ntawm e-commerce channel nyob rau hauv Tuam Tshoj txoj kev lag luam kev zoo nkauj tau nce li ntawm 21 feem pua ntawm cov ntsiab lus piv nrog rau xyoo 2015, thiab nws tau dhau deb tshaj cov khw muag khoom thiab cov khw muag khoom loj.Kev loj hlob sai ntawm cov channel hauv online ua txhaum cov kev txwv hauv cheeb tsam thiab txhim kho kev yooj yim ntawm kev siv tshuaj pleev ib ce.Lub caij no, nws tseem muab txoj hauv kev txhim kho rau cov khoom siv tshuaj pleev ib ce hauv zos thiab pab txhawb kev txhim kho tag nrho kev lag luam.
2. Cov khoom lag luam txawv teb chaws nyob hauv lub ntsiab, thiab cov khoom lag luam hauv tsev tau hloov sai dua hauv kev lag luam nrov
2.1 Kev sib tw ua lag luam echelons
Kev sib tw echelons ntawm cov tshuaj pleev ib ce hom.Raws li Forward-looking Industry Research Institute, cov tuam txhab tshuaj pleev ib ce thoob ntiaj teb tau muab faib ua peb pawg.Ntawm lawv, thawj echelon suav nrog L'Oreal, Unilever, Estee Lauder, Procter & Gamble, Shiseido thiab lwm lub npe nrov thoob ntiaj teb.Hais txog kev lag luam hauv Suav teb, raws li cov ntaub ntawv ntawm Forward-looking Industry Research Institute, los ntawm kev xav ntawm cov khoom lag luam thiab cov hom phiaj, Tuam Tshoj cov khoom lag luam tshuaj pleev ib ce tuaj yeem muab faib ua tsib ntu, uas yog high-end (luxury) tshuaj pleev ib ce, siab. -end tshuaj pleev ib ce, nruab nrab thiab high-end tshuaj pleev ib ce, loj tshuaj pleev ib ce, thiab qhov kawg nqi-zoo kev lag luam.Ntawm lawv, thaj chaw siab kawg ntawm Tuam Tshoj cov tshuaj pleev ib ce ua lag luam yog cov khoom lag luam txawv teb chaws, feem ntau yog cov tshuaj pleev ib ce thoob ntiaj teb, xws li LAMER, HR, Dior, SK-Ⅱ thiab lwm yam.Hais txog cov tshuaj pleev ib ce hauv zos, lawv tsuas yog tsom mus rau nruab nrab thiab high-end, nrov thiab tsis tshua muaj nqi lag luam hauv Suav teb, xws li Pelaya thiab Marumi.
2.2 Cov khoom lag luam txawv teb chaws tseem yog tus thawj
Loj European thiab Asmeskas hom ua lag luam sib koom ntawm cov tshuaj pleev ib ce hauv peb lub tebchaws.Raws li cov ntaub ntawv ntawm Euromonitor, xyoo 2020, cov khoom lag luam zoo tshaj plaws hauv kev lag luam sib koom ntawm kev lag luam tshuaj pleev ib ce hauv Suav teb yog L'Oreal, Procter & Gamble, Estee Lauder, Shiseido, Louis Denwei, Unilever, AmorePacific, Shanghai Jahwa, Jialan thiab lwm yam.Ntawm lawv, cov tshuaj pleev ib ce nyob sab Europe thiab Asmeskas nyiam qhov muaj koob npe nrov hauv Suav lag luam, thiab L'Oreal thiab Procter & Gamble khaws cov lag luam ua lag luam.Raws li Euromonitor, kev lag luam sib koom ntawm L'Oreal thiab Procter & Gamble hauv Tuam Tshoj cov tshuaj pleev ib ce ua lag luam xyoo 2020 yog 11.3% thiab 9.3%, feem, nce 2.6 feem pua cov ntsiab lus thiab nqis 4.9 feem pua ntawm cov ntsiab lus piv nrog 2011. Nws yog ib qho tsim nyog sau cia tias txij li xyoo 2018. , L 'Oreal kev ua lag luam sib koom hauv Suav teb tau nrawm dua.
Nyob rau hauv high-end teb ntawm Suav tshuaj pleev ib ce, L'Oreal thiab Estee Lauder lub lag luam feem ntau tshaj 10%.Raws li Euromonitor, nyob rau hauv 2020, peb lub ntiaj teb sab saum toj hom nyob rau hauv high-end kev lag luam ntawm Suav tshuaj pleev ib ce kev lag luam yog L'Oreal, Estee Lauder thiab Louis Vuitton, feem, nrog rau cov lag luam sib koom ntawm 18.4%, 14.4% thiab 8.8%.Nyob rau hauv cov nqe lus ntawm domestic hom, nyob rau hauv 2020, ntawm TOP 10 high-end tshuaj pleev ib ce hom nyob rau hauv Tuam Tshoj, ob yog lub zos hom, raws li Adolfo thiab Bethany, nrog rau cov lag luam sib piv ntawm 3.0% thiab 2.3%.Pom tau, nyob rau hauv high-end tshuaj pleev ib ce teb, domestic hom tseem muaj ib tug loj chav rau kev txhim kho.Hauv kev lag luam ntawm Suav cov tshuaj pleev ib ce loj, Procter & Gamble coj txoj hauv kev thiab cov khoom lag luam hauv tsev nyob hauv ib qho chaw.Raws li Euromonitor, nyob rau hauv Tuam Tshoj txoj kev lag luam tshuaj pleev ib ce loj hauv xyoo 2020, Procter & Gamble qhov kev lag luam tau nce mus txog 12.1%, qeb thib ib hauv kev ua lag luam, ua raws li L'Oreal feem ntawm 8.9%.Thiab cov hom lag luam hauv zos muaj qee qhov kev sib tw muaj zog hauv Suav lag luam tshuaj pleev ib ce.Ntawm cov npe 10 sab saum toj hauv xyoo 2020, cov khoom lag luam hauv zos suav txog 40%, suav nrog Shanghai Baiquelin, Jia LAN Group, Shanghai Jahwa thiab Shanghai Shangmei, nrog rau kev lag luam sib koom ntawm 3.9%, 3.7%, 2.3% thiab 1.9% feem, ntawm Baiquelin qeb peb.
2.3 high-end kev lag luam concentration yog siab dua, kev lag luam kev sib tw loj dua
Nyob rau hauv kaum xyoo tsis ntev los no, cov concentration ntawm cov tshuaj pleev ib ce kev lag luam poob thawj zaug thiab tom qab ntawd nce.Raws li Forward-looking Industry Research Institute, los ntawm 2011 txog 2017, qhov concentration ntawm Tuam Tshoj cov tshuaj pleev ib ce kev lag luam txuas ntxiv poob, nrog CR3 poob los ntawm 26.8 feem pua rau 21.4 feem pua, CR5 los ntawm 33.7 feem pua rau 27.1 feem pua, thiab CR10 los ntawm 44.3 feem pua rau 38.6 feem pua. feem pua.Txij li xyoo 2017, kev lag luam concentration tau maj mam rov qab los.Hauv 2020, qhov concentration ntawm CR3, CR5 thiab CR10 hauv kev lag luam tshuaj pleev ib ce tau nce mus rau 25.6%, 32.2% thiab 42.9%, feem.
Lub concentration ntawm high-end tshuaj pleev ib ce ua lag luam yog siab thiab cov kev sib tw ntawm loj tshuaj pleev ib ce kev lag luam yog nruj heev.Raws li Euromonitor, nyob rau hauv 2020, CR3, CR5 thiab CR10 ntawm Tuam Tshoj lub high-end tshuaj pleev ib ce kev lag luam yuav suav rau 41.6%, 51.1% thiab 64.5% raws li, thaum CR3, CR5 thiab CR10 ntawm Tuam Tshoj lub lag luam tshuaj pleev ib ce loj yuav suav rau 24.9%, 32.4. % thiab 43.1% feem.Nws yog pom tseeb tias cov qauv kev sib tw ntawm cov tshuaj pleev ib ce siab kawg ua lag luam yog qhov zoo tshaj.Txawm li cas los xij, qhov concentration ntawm cov khw muag khoom lag luam muaj qhov sib txawv thiab kev sib tw hnyav dua.Tsuas yog Procter & Gamble thiab L'Oreal muaj feem sib koom siab.
3. Kev rov qab los ntawm kev sib kis + kev nce toj, kev cia siab rau yav tom ntej ntawm cov tshuaj pleev ib ce hauv zos
3.1 Tom qab kev kis mob rov qab thiab chav loj rau kev loj hlob ntawm ib tus neeg noj
Thaum muaj kev sib kis, cov neeg siv khoom thov rau pleev tau cuam tshuam loj heev.Txij li thaum kawg ntawm 2019, qhov rov qab cuam tshuam ntawm tus kab mob coronavirus tshiab tau txwv cov neeg nyob hauv kev mus ncig thiab cuam tshuam rau lawv qhov kev thov pleev rau qee qhov.Raws li cov ntaub ntawv tshawb fawb ntawm iMedia Kev Tshawb Fawb, xyoo 2022, ze li ntawm 80% ntawm cov neeg siv khoom hauv Suav teb ntseeg tias muaj kev sib kis muaj feem cuam tshuam rau kev thov pleev, thiab ntau tshaj li ib nrab ntawm lawv xav tias qhov xwm txheej ntawm kev ua haujlwm hauv tsev thaum muaj kev sib kis yuav txo qis. qhov zaus ntawm pleev.
Qhov cuam tshuam ntawm kev sib kis tau maj mam ploj mus, thiab kev lag luam tshuaj pleev ib ce tab tom yuav rov zoo.Nyob rau hauv peb lub xyoos dhau los, qhov rov tshwm sim ntawm tus kab mob coronavirus tshiab tau cuam tshuam txoj kev loj hlob ntawm Tuam Tshoj txoj kev lag luam macro rau qee qhov, thiab qhov kev thov rau cov tshuaj pleev ib ce tau poob qis vim muaj qhov tsis zoo xws li kev tsis txaus siab ntawm cov neeg nyob hauv, kev txwv kev mus ncig, daim npog qhov ncauj txwv thiab logistics obstacles.Raws li National Bureau of Statistics, kev muag khoom muag ntawm cov neeg siv khoom hauv xyoo 2022 yog 439,773.3 billion yuan, nqis 0.20% xyoo rau xyoo;Kev muag khoom ntawm cov tshuaj pleev ib ce yog 393.6 billion yuan, nqis 4.50% xyoo rau xyoo.Xyoo 2023, Tuam Tshoj yuav siv "Class B thiab B raj" rau kev kis tus kabmob tshiab tshiab thiab tsis siv cov kev ntsuas cais tawm ntxiv lawm.Qhov cuam tshuam ntawm kev sib kis ntawm Tuam Tshoj kev lag luam tau maj mam poob qis, kev ntseeg siab ntawm cov neeg siv khoom tau rov qab los, thiab cov tib neeg offline tau rov zoo dua, uas xav tias yuav txhawb nqa qhov kev thov ntawm kev lag luam tshuaj pleev ib ce.Raws li cov ntaub ntawv tshiab los ntawm National Bureau of Statistics, cov khw muag khoom ntawm cov neeg siv khoom lag luam tau nce 3.50% hauv thawj ob lub hlis ntawm xyoo 2023, ntawm cov khw muag khoom ntawm cov tshuaj pleev ib ce nce 3.80%.
Kev txhim kho ntawm ib tus neeg noj cov tshuaj pleev ib ce yog qhov loj.Xyoo 2020, ib tus neeg noj cov tshuaj pleev ib ce hauv Suav teb yog $ 58, piv nrog $ 277 hauv Tebchaws Meskas, $ 272 hauv Nyij Pooj thiab $ 263 hauv Kaus Lim Qab Teb, tag nrho ntau dua plaub npaug ntawm qib hauv tsev, raws li kev tshawb fawb.Los ntawm pawg, qhov sib txawv ntawm Suav pleev ib tus neeg noj qib thiab cov teb chaws tsim muaj ntau dua.Raws li cov ntaub ntawv ntawm Kanyan Ntiaj Teb, xyoo 2020, ib tus neeg siv nyiaj pleev xim rau hauv Tebchaws Meskas thiab Nyij Pooj yuav yog $ 44.1 thiab $ 42.4 feem, thaum nyob hauv Suav teb, kev siv ib tus neeg rau pleev tsuas yog $ 6.1.Per capita pleev noj nyob rau hauv lub tebchaws United States thiab Nyiv nyob rau hauv lub siab tshaj plaws nyob rau hauv lub ntiaj teb no, 7.23 lub sij hawm thiab 6.95 npaug ntawm Tuam Tshoj.Hais txog kev tu tawv nqaij, kev siv nyiaj ntawm ib tus neeg hauv Nyij Pooj thiab Kaus Lim Qab Teb nyob deb dhau mus, nce mus txog $ 121.6 thiab $ 117.4 raws li xyoo 2020, 4.37 npaug thiab 4.22 npaug ntawm Tuam Tshoj nyob rau tib lub sijhawm.Zuag qhia tag nrho, piv nrog rau cov teb chaws tsim, qhov kev noj ib feem ntawm cov tawv nqaij, pleev thiab lwm yam tshuaj pleev ib ce yog tsawg nyob rau hauv peb lub teb chaws, uas muaj ntau tshaj ob chav rau kev txhim kho.
3.2 Qhov nce ntawm Tuam Tshoj-Chic kev zoo nkauj
Qhov kev faib ua feem ntawm cov khoom pleev xim hauv tsev hauv Suav ua lag luam pleev xim yog nce sai.Xyoo 2021, Suav, Asmeskas, Fabkis, Kaus Lim Kauslim thiab Nyij Pooj hom yuav suav txog 28.8 feem pua, 16.2 feem pua, 30.1 feem pua, 8.3 feem pua, thiab 4.3 feem pua ntawm cov pleev ua lag luam, raws li Tuam Tshoj Economic Research Institute.Nws yog ib qho tsim nyog sau cia tias Suav cov tshuaj pleev ib ce tau tsim sai heev, nrog cov tshuaj pleev ib ce hauv zos nce lawv feem ntawm kev lag luam tshuaj pleev ib ce los ntawm kwv yees li 8 feem pua ntawm xyoo 2018 thiab 2020, ua tsaug rau kev lag luam hauv teb chaws, cov txiaj ntsig zoo, thiab cog qoob loo ntawm cov npe tshiab. thiab cov khoom blockbuster.Nyob rau hauv lub sijhawm ntawm kev nce ntawm cov khoom lag luam hauv tsev, cov pab pawg thoob ntiaj teb kuj tau sib tw rau cov lag luam qis kawg hauv tsev los ntawm cov khoom lag luam sib xws, thiab suav cov tshuaj pleev ib ce kev lag luam kev sib tw tau nce zuj zus.Txawm li cas los xij, piv nrog kev lag luam tu tawv nqaij, cov khoom lag luam hauv tsev tuaj yeem rov qab tau txais kev lag luam hauv tsev sai dua hauv kev lag luam tshuaj pleev ib ce, uas muaj cov cwj pwm zoo nkauj thiab tsis tshua muaj neeg siv.
Nyob rau hauv Tuam Tshoj txoj kev lag luam pleev, kev lag luam sib koom ntawm lub taub hau hom tau swb, thiab cov khoom lag luam hauv tsev tau ua tiav counterattacked.Cov ntaub ntawv los ntawm Tuam Tshoj Kev Tshawb Fawb Kev Tshawb Fawb tau qhia tias xyoo 2021, CR3, CR5 thiab CR10 ntawm Tuam Tshoj kev lag luam pleev xim yuav yog 19.3%, 30.3% thiab 48.1%, feem, nqis los ntawm 9.8 feem pua ntawm cov ntsiab lus, 6.4 feem pua cov ntsiab lus thiab 1.4 feem pua cov ntsiab lus piv nrog 2016. Nyob rau hauv xyoo tas los no, tag nrho cov concentration ntawm pleev kev lag luam nyob rau hauv Tuam Tshoj tau poob qis, feem ntau vim hais tias kev lag luam feem ntawm cov lag luam xws li L'Oreal thiab Maybelline tau poob qis heev.Raws li Tuam Tshoj Economy Industrial Research Institute, TOP 1 thiab TOP 2 hauv kev pleev xim ua lag luam hauv 2021 yog Huaxizi thiab Perfect Journal, nrog rau kev lag luam sib koom ntawm 6.8% thiab 6.4% raws li, ob qho tib si tau nce ntau dua 6 feem pua cov ntsiab lus piv nrog 2017, thiab tau ua tiav dhau Dior, L'Oreal, YSL thiab lwm lub npe loj thoob ntiaj teb.Nyob rau hauv lub neej yav tom ntej, nrog rau qhov poob ntawm boom ntawm domestic khoom, kev lag luam pleev tseem yuav tsum tau rov qab mus rau lub ntsiab ntawm cov khoom.Hom, cov khoom zoo, cov khoom ua tau zoo, kev lag luam innovation thiab lwm cov lus qhia yog tus yuam sij rau kev txhim kho kom ruaj khov thiab noj qab nyob zoo ntawm cov khoom lag luam hauv zos tom qab lawv tshwm sim.
3.3 Txiv neej kev zoo nkauj kev lag luam, nthuav lub peev xwm ntawm kev lag luam tshuaj pleev ib ce
Tuam Tshoj tus txiv neej cov tawv nqaij kev lag luam yog loj hlob sai.Nrog rau txoj kev loj hlob ntawm The Times, lub tswv yim ntawm kev zoo nkauj thiab kev tu tawv nqaij tau them nyiaj ntau thiab ntau dua los ntawm cov txiv neej pawg.Qhov nrov ntawm cov txiv neej pleev kuj tseem maj mam txhim kho, thiab qhov kev thov rau txiv neej cov tawv nqaij thiab pleev yog loj hlob nyob rau hauv ib hnub.Raws li CBNData's 2021 Txiv neej Skincare Market Insight, qhov nruab nrab txiv neej cov neeg siv khoom yuav yuav 1.5 cov khoom tu tawv nqaij thiab 1 cov khoom pleev ib hlis.Cov ntaub ntawv los ntawm Tmall thiab imedia Kev Tshawb Fawb qhia tias txij xyoo 2016 txog 2021, kev lag luam nplai ntawm cov txiv neej cov khoom tu tawv nqaij hauv Suav teb tau nce los ntawm 4.05 billion yuan mus rau 9.09 billion yuan, nrog CAGR ntawm 17.08% thaum lub sijhawm.Txawm tias nyob rau hauv qhov kev cuam tshuam ntawm kev sib kis, qhov ntsuas ntawm Suav txiv neej txoj kev lag luam tu tawv nqaij tau txuas ntxiv mus, uas qhia tau tias nws muaj peev xwm noj tau ntau heev.Imedia Kev Tshawb Fawb kwv yees tias qhov ntsuas ntawm Suav cov txiv neej cov tawv nqaij ua lag luam yuav tshaj 10 billion yuan hauv 2022, thiab xav tias yuav nce mus rau 16.53 billion yuan hauv 2023, nrog qhov nruab nrab txhua xyoo kev loj hlob ntawm 29.22% los ntawm 2021 txog 2023.
Cov txiv neej feem ntau twb muaj kev tu tawv nqaij niaj hnub, tab sis feem pua me me hnav pleev.Raws li 2021 "Txiv Neej Kev Zoo Nkauj Economy" kev tshawb fawb qhia tawm los ntawm Mob Research Institute, ntau dua 65% ntawm cov txiv neej tau yuav cov khoom tu tawv nqaij rau lawv tus kheej, thiab ntau dua 70% ntawm cov txiv neej muaj kev tu tawv nqaij.Tab sis cov txiv neej qhov kev lees txais ntawm pleev yog tseem tsis siab, tsis tau tsim ib tug zoo nkauj cwj pwm.Raws li cov ntaub ntawv tshawb fawb ntawm Mob Research Institute, ntau dua 60% ntawm cov txiv neej yeej tsis hnav pleev, thiab me ntsis ntau dua 10% ntawm cov txiv neej hais kom hnav pleev txhua hnub lossis ntau zaus.Hauv kev pleev xim, cov txiv neej laus nyiam mus yuav cov khoom siv tshuaj tsw qab, thiab tom qab xyoo 1995 cov txiv neej muaj kev xav tau ntau dua rau cov mem pleev di ncauj, lub hauv paus thiab cov plaub hau hmoov.
3.4 Txoj cai kev txhawb nqa los txhawb kev tsim kho kev lag luam zoo
Cov evolution ntawm kev lag luam npaj cov tshuaj pleev ib ce nyob rau hauv peb lub teb chaws.Raws li Lub Tsev Haujlwm Saib Xyuas Kev Lag Luam Kev Lag Luam, thaum lub sijhawm 12th Tsib Xyoo Kev Npaj, lub teb chaws tau tsom mus rau kev kho cov qauv ntawm kev lag luam tshuaj pleev ib ce thiab optimizing cov qauv kev lag luam;Thaum lub sijhawm 13th Tsib Xyoo Npaj, lub xeev tau txhawb nqa kev ua tiav ntawm cov kev cai lij choj thiab cov kev cai cuam tshuam txog cov tshuaj pleev ib ce, hloov kho cov cai tswj xyuas kev tu cev kom zoo nkauj, thiab ntxiv dag zog rau kev saib xyuas txhawm rau txhawm rau txhawm rau txhawm rau txhim kho kev lag luam thiab txhawb kev txhim kho kev lag luam.Thaum lub sij hawm 14th Tsib-Xyoo Plan lub sij hawm, lub xeev tau ua lub hom phiaj tsim kev tsim thiab loj hlob high-end hom ntawm Suav tshuaj pleev ib ce thiab txhawb kev ruaj ntseg thiab high-zoo txoj kev loj hlob ntawm kev lag luam.
Kev lag luam tshuaj pleev ib ce yog nyob rau hauv kev saib xyuas nruj thiab lub sijhawm ntawm kev txhim kho zoo yog qhov sib txawv.Thaum Lub Rau Hli 2020, Lub Xeev Pawg Neeg Saib Xyuas tau tshaj tawm Txoj Cai Tswjfwm Saib Xyuas thiab Kev Tswj Xyuas Tshuaj Txhuam Hniav (Cov Cai Tshiab), uas yuav pib siv thaum pib xyoo 2021. Piv nrog rau Txoj Cai qub xyoo 1990, cov tshuaj pleev ib ce tau hloov pauv raws li cov ntsiab lus txhais, thaj tsam. , kev faib lub luag haujlwm, kev sau npe thiab kev ua ntaub ntawv, kev sau npe, kev siv zog thiab dav ntawm kev rau txim, thiab lwm yam. Kev saib xyuas kev lag luam ntawm cov tshuaj pleev ib ce yog kev tshawb fawb ntau dua, cov qauv siv tau zoo, thiab tseem ceeb dua rau cov khoom lag luam kev nyab xeeb thiab zoo.Txij li thaum pib ntawm 14th Tsib Xyoo Plan, cov kev cai xws li Kev Ntsuas rau Kev Sau Npe thiab Kev Sau Cov Ntawv Sau Kom Zoo Nkauj, Cov Qauv rau Kev Ntsuam Xyuas Cov Khoom Siv Tshuaj Kom Zoo Nkauj, Kev Ntsuas rau Kev Saib Xyuas thiab Kev Tswj Xyuas Kev Tsim Kho Kom Zoo Nkauj thiab Kev Ua Haujlwm, Cov Qauv rau Kev Tswj Xyuas Zoo ntawm kev tsim cov tshuaj pleev ib ce, thiab cov kev ntsuas rau kev tswj xyuas cov tshuaj tiv thaiv tsis zoo ntawm cov tshuaj pleev ib ce tau ua tiav tiav, uas tau tsim qauv thiab kho ntau yam ntawm kev lag luam tshuaj pleev ib ce.Symbolizes tias peb lub teb chaws yog saib xyuas rau cov tshuaj pleev ib ce kev lag luam nce nruj.Thaum kawg ntawm 2021, Tuam Tshoj Fragrance & Fragrance Cosmetics Industry Association tau dhau 14th Tsib Xyoo Kev Txhim Kho Txoj Kev Npaj rau Tuam Tshoj Kev Lag Luam Tshuaj pleev ib ce, uas yuav tsum tau ua kom luv luv ntawm kev hloov pauv ntawm kev lag luam kev loj hlob thiab kev tswj hwm kev cai, thiab sib sib zog nqus khoom-sab qauv kev hloov kho raws li hloov kho thiab innovation.Kev txhim kho tas mus li ntawm cov tshuaj pleev ib ce ntsig txog cov cai thiab cov kev cai, kev nruam ntej thiab kev loj hlob ntawm kev lag luam, thiab kev txhim kho tsis tu ncua ntawm cov tuam txhab tshuaj pleev ib ce hauv zos yuav coj thiab txhawb kev txhim kho kev lag luam zoo.
3.5 Cov khoom xa rov qab, kev ua haujlwm ntawm daim tawv nqaij yog nrov
Kev noj qab haus huv yog maj mam rov qab mus rau qhov muaj txiaj ntsig, thiab cov khoom lag luam rov qab mus rau qhov zoo thiab ua tau zoo.Raws li IIMedia cov ntaub ntawv tshawb fawb, xyoo 2022, qhov uas cov neeg siv khoom suav feem ntau xav tau los ntawm kev txhim kho kev lag luam tshuaj pleev ib ce yog ua kom lub sijhawm ntev ntawm cov khoom siv, thiab qhov kev pom zoo yog siab li 56.8%.Qhov thib ob, Suav cov neeg siv khoom siv ntau dua thiab ntau dua rau cov txiaj ntsig ntawm cov tshuaj pleev ib ce, suav txog 42.1% ntawm tag nrho.Cov neeg siv khoom txuas ntxiv qhov tseem ceeb rau cov txiaj ntsig ntawm cov tshuaj pleev ib ce ntau dua li cov khoom lag luam xws li hom, nqi thiab kev txhawb nqa.Nyob rau hauv dav dav, nrog rau tus qauv kev loj hlob ntawm kev lag luam, cov khoom zoo thiab technology txuas ntxiv optimize, tshuaj pleev ib ce noj yuav zoo li rational, khoom nyhuv, compound nyhuv, nqi tus phooj ywg cov khoom muaj ntau yam lag luam zoo.Tom qab kev lag luam ua tsov ua rog, cov tuam txhab tshuaj pleev ib ce tau tig mus rau kev tshawb fawb thiab thev naus laus zis kev ua tsov ua rog, nce kev tshawb fawb thiab kev tsim peev txheej, txhim kho cov khoom siv tau zoo thiab kev ua tau zoo, txhawm rau txhawm rau txeeb ntau feem ntawm cov neeg siv khoom lag luam tshiab.
Tuam Tshoj txoj kev ua lag luam kev tu tawv nqaij tau ua tiav kev vam meej thiab cia siab tias yuav tuav txoj kev loj hlob sai hauv ob peb xyoos tom ntej no.Cov ntaub ntawv los ntawm Huachen Industry Research Institute qhia tau hais tias los ntawm 2017 txog 2021, kev lag luam nplai ntawm Tuam Tshoj txoj kev ua haujlwm ntawm kev tu tawv nqaij kev lag luam tau nce los ntawm 13.3 billion yuan mus rau 30.8 billion yuan, nrog kev loj hlob ntawm 23.36%.Txawm hais tias rov muaj kev cuam tshuam los ntawm COVID-19, kev ua lag luam rau cov khoom siv tu tawv nqaij ua haujlwm tseem khaws cia kev loj hlob sai.Nyob rau hauv lub neej yav tom ntej, raws li qhov cuam tshuam ntawm kev sib kis tau maj mam ploj mus, kev ntseeg siab ntawm cov neeg siv khoom yuav maj mam rov qab mus rau qhov qub, kev ua haujlwm ntawm daim tawv nqaij xav tau yuav rov qab los, raws li Tuam Tshoj Economic Kev Tshawb Fawb Lub Tsev Haujlwm kwv yees, Tuam Tshoj txoj kev ua lag luam kev tu tawv nqaij yuav ncav cuag 105.4 billion yuan. Hauv 2025, hla dhau ntau lab tus nplai, CAGR xav tias yuav siab li 36.01% thaum xyoo 2021-2025.
4. Kev lag luam tshuaj pleev ib ce thiab cov tuam txhab tseem ceeb muaj feem xyuam
4.1 Cosmetic Industry Chain
Peb cov khoom lag luam tshuaj pleev ib ce muaj xws li cov khoom siv hluav taws xob sab saud, cov khoom lag luam nruab nrab, thiab cov khoom muag qis.Raws li daim ntawv tshaj tawm ntawm Tuam Tshoj Kev Tshawb Fawb Kev Tshawb Fawb thiab Kosi Tshuag, cov khoom lag luam saum toj kawg nkaus ntawm cov tshuaj pleev ib ce yog cov khoom siv tshuaj pleev ib ce raw khoom thiab cov khoom ntim khoom.Ntawm lawv, cov khoom siv tshuaj pleev ib ce muaj xws li matrix, surfactant, kev ua tau zoo thiab cov khoom siv hluav taws xob, cov khoom xyaw nquag plaub pawg.Cov khoom siv sab saud ntawm cov khoom siv tshuaj pleev ib ce muaj cai tsis muaj zog hais lus, feem ntau yog vim lawv tsis muaj thev naus laus zis, kev tshuaj xyuas thiab kev sim, kev tshawb fawb thiab kev tsim kho tshiab thiab lwm yam.Kev lag luam tshuaj pleev ib ce rau nruab nrab ntawm lub hom, nyob rau hauv tag nrho cov kev lag luam saw nyob rau hauv ib tug muaj zog txoj hauj lwm.Cov npe tshuaj pleev ib ce tuaj yeem muab faib ua cov hom lag luam hauv tsev thiab cov khoom lag luam.Cov neeg ua haujlwm tseem ceeb hauv cov txheej txheem tsim khoom, ntim cov khoom lag luam, kev lag luam thiab kev tshaj tawm, thiab lwm yam, muaj cov khoom lag luam muaj zog thiab muaj peev xwm ua tau zoo dua.Qhov qis qis ntawm kev lag luam tshuaj pleev ib ce yog cov chaw muab kev pabcuam, suav nrog cov channel hauv online xws li Tmall, Jingdong thiab Douyin, nrog rau cov channel offline xws li khw muag khoom, khw muag khoom thiab cov neeg sawv cev.Nrog rau kev loj hlob sai ntawm Is Taws Nem, cov channel hauv online tau dhau los ua thawj txoj hauv kev loj rau cov khoom lag luam kom zoo nkauj.
4.2 Cov tuam txhab teev npe muaj feem xyuam nrog cov saw hlau
Tshuaj pleev ib ce kev lag luam saw npe tuam txhab uas muag mas concentrated nyob rau hauv nruab nrab thiab sab sauv ncav cuag.(1) Upstream ntawm cov khoom lag luam: raws li kev faib khoom ntawm cov khoom siv, cov khoom siv raw khoom muab hyaluronic acid, collagen, tsw, thiab lwm yam. cov khoom ntawm collagen yog Chuanger Biological, Jinbo Biological, thiab lwm yam., muab cov tshuaj tsw qab thiab cov tshuaj tsw qab txhua hnub, suav nrog Kosi Shares, Huanye spices, Huabao Shares, thiab lwm yam. maj mam loj hlob thiab ntau lub tuam txhab tau teev npe ua tiav.Piv txwv li, hauv kev lag luam A-share, Pelaya, Shanghai Jahwa, Marumi, Shuiyang, Betaini, Huaxi Biology, thiab lwm yam, hauv Hong Kong Tshuag lag luam, Juzi Biology, Shangmei Shares, thiab lwm yam.
Post lub sij hawm: Apr-04-2023
