Umbiko okhethekile wezimonyo: Ukunyuka kwemikhiqizo yasekhaya, ithemba ngokuthuthukiswa kwezimonyo zasendaweni
1. Imboni yezimonyo yaseShayina iyakhula
1.1 Imboni yezimonyo iyonke igcina umkhuba okhulayo
Incazelo kanye nezigaba zezimonyo.NgokweMithethonqubo Yokuphatha Nokuphathwa Kwezimonyo (uhlelo lwango-2021), izimonyo zibhekisela emikhiqizweni yezimboni yamakhemikhali yansuku zonke esetshenziswa esikhunjeni, izinwele, izinzipho, izindebe nokunye okungaphezulu komzimba womuntu ngokuhlikihla, ukufutha noma ezinye izindlela ezifanayo ngenjongo. wokuhlanza, ukuvikela, ukuhlobisa nokulungisa.Izimonyo zingahlukaniswa zibe izimonyo ezikhethekile nezimonyo ezivamile, phakathi kwazo izimonyo ezikhethekile zibhekisela kulezo ezisetshenziselwa umbala wezinwele, i-perm, i-freckle kanye ne-whitening, i-sunscreen, ukuvimbela ukulahlekelwa izinwele kanye nezimonyo ezithi imiphumela emisha.Izinga lemakethe yezimonyo zomhlaba wonke likhombisa inkambiso yokukhula iyonke.Ngokusho kweChina Economic Research Institute, kusukela ngo-2015 kuya ku-2021, imakethe yezimonyo yomhlaba wonke ikhule isuka kuma-euro ayizigidi eziyizinkulungwane ezingama-198 yaya kuma-euro ayizigidi eziyizinkulungwane ezingama-237.5, nge-CAGR ka-3.08% phakathi naleso sikhathi, igcina inkambiso yokukhula iyonke.Phakathi kwazo, usayizi wemakethe yezimonyo zomhlaba wonke wehla ngo-2020, ikakhulukazi ngenxa yomthelela we-COVID-19 nezinye izici, futhi usayizi wemakethe waphinda wakhuphuka ngo-2021.
INorth Asia inesabelo esikhulu kunazo zonke emakethe yezimonyo yomhlaba wonke.I-China ngomkhakha, ngokusho kwedatha evela esikhungweni sango-2021, iNyakatho ye-Asia, iNyakatho Melika, isifunda saseYurophu emakethe yezimonyo yomhlaba yabalelwa ku-35%, 26% kanye nama-22% ngokulandelana, okungaphezu kwengxenye yesithathu yeNyakatho ye-Asia. .Kusobala ukuthi imakethe yezimonyo yomhlaba wonke igxile kakhulu ezifundeni ezithuthuke kwezomnotho, kanti iNyakatho ye-Asia, iNyakatho Melika kanye ne-Europe ithatha ngaphezu kwama-80% engqikithi.
Isamba sokuthengiswa kwempahla yezimonyo e-China kugcine ukukhula ngokushesha futhi kusazoba nezimfanelo zokukhula okuphezulu esikhathini esizayo.Ngokusho kweNational Bureau of Statistics, kusukela ngo-2015 kuya ku-2021, inani eliphelele lokuthengiswa kwemikhiqizo yezimonyo eChina likhuphuke lisuka ku-204.94 yuan laya kuma-yuan ayizigidi eziyizinkulungwane ezingama-402.6, nge-CAGR engu-11.91% phakathi naleso sikhathi, okungaphezu kokuphindwe kathathu kunesilinganiso. izinga lokukhula elihlanganisiwe lonyaka lemakethe yezimonyo zomhlaba ngasikhathi sinye.Ngokuthuthuka komnotho wenhlalo, isidingo sezimonyo siya ngokuya sikhula futhi nesiteshi sokuthengisa sezimonyo siya ngokuya sihlukahluka.Sonke isikali semakethe yezimonyo sikhula ngokushesha eminyakeni yamuva nje.Ngo-2022, ngobhubhane oluphindaphindekayo lwe-COVID-19 kanye nokuvalwa okukhulu kwezinye izindawo, izinto ezisetshenziswayo zasekhaya kanye nokusebenza okungaxhunyiwe ku-inthanethi kwathinteka, nokuthengiswa okuthengiswayo kwezimonyo eChina kwehle kancane, kanti isamba sokuthengiswa kwezimonyo zonyaka sifinyelela kuma-yuan ayizigidi eziyizinkulungwane ezingama-393.6. .Ngokuzayo, ngokululama kwangemva kobhubhane kanye nokukhuphuka kwezimonyo ze-Guochao, imboni yezimonyo yasekhaya izoqhubeka nokuthuthuka ngekhwalithi ephezulu, futhi isilinganiso sezimonyo zaseShayina kulindeleke ukuthi silondoloze ukukhula okuphezulu.
Imikhiqizo yokunakekelwa kwesikhumba, imikhiqizo yokunakekelwa kwezinwele kanye nezimonyo izingxenye ezintathu ezibalulekile zemakethe yezimonyo, phakathi kwazo imikhiqizo yokunakekelwa kwesikhumba ithatha indawo yokuqala.Idatha evela e-China Economic Research Institute ikhombisa ukuthi emakethe yezimonyo yomhlaba wonke ngo-2021, imikhiqizo yokunakekelwa kwesikhumba, imikhiqizo yokunakekelwa kwezinwele kanye nezimonyo kuzoba ngu-41%, 22% no-16% ngokulandelana.Ngokusho kukaFrost & Sullivan, imikhiqizo yokunakekelwa kwesikhumba, imikhiqizo yokunakekelwa kwezinwele kanye nezimonyo izoba ngamaphesenti angama-51.2, amaphesenti angu-11.9 namaphesenti angu-11.6, ngokulandelana, emakethe yezimonyo yaseShayina ngo-2021. Sekukonke, emakethe yezimonyo yasekhaya neyangaphandle, imikhiqizo yokunakekelwa kwesikhumba. thatha isikhundla esikhulu, emakethe yasekhaya isabelo singaphezu kwesigamu.Umehluko ukuthi imikhiqizo yokunakekelwa kwezinwele zasekhaya kanye ne-akhawunti yezimonyo ilingana nenani elifanayo, kuyilapho emakethe yezimonyo yomhlaba wonke, imikhiqizo yokunakekelwa kwezinwele ibala cishe amaphuzu amaphesenti angu-6 ngaphezu kwezimonyo zokuqhathanisa.
1.2 Izinga lokunakekelwa kwesikhumba ezweni lethu lonke lilokhu likhula ngamandla
Izinga lemakethe yokunakekelwa kwesikhumba yaseShayina lilokhu likhula futhi kulindeleke ukuthi lidlule ama-yuan ayizigidi eziyizinkulungwane ezingama-280 ngo-2023. Ngokusho kwe-iMedia Research, kusukela ngo-2015 kuya ku-2021, usayizi wemakethe yokunakekelwa kwesikhumba yaseChina ukhuphuke usuka ku-160.6 billion wamayuan wafinyelela ku-230.8 billion, nge-CAGR amaphesenti angu-6.23 phakathi naleso sikhathi.Ngo-2020, ngenxa yomthelela we-COVID-19 nezinye izici, izinga lemakethe yokunakekelwa kwesikhumba yaseChina lehla, kwathi ngo-2021, isidingo sakhululwa kancane kancane futhi isikali sabuyela ekukhuleni.I-Imedia Research ibikezela ukuthi kusukela ngo-2021 kuya ku-2023, imakethe ye-skincare yaseChina izokhula ngesilinganiso sonyaka sokukhula kwenhlanganisela engu-10.22%, futhi izokhula ibe ngama-yuan ayizigidi eziyizinkulungwane ezingama-280.4 ngo-2023.
Ezweni lakithi, imikhiqizo yokunakekelwa kwesikhumba ihlukahlukene futhi ihlakazeka, ukhilimu wobuso, i-emulsion yimikhiqizo evame ukusetshenziswa.Ngokusho kwe-iMedia Research, ngo-2022, abathengi baseShayina basebenzisa imikhiqizo yokunakekelwa kwesikhumba enezinga eliphezulu kakhulu lokusebenzisa ukhilimu kanye nezinto zokugcoba, kanti abathengi abangu-46.1% basebenzisa ukhilimu kanye no-40.6% basebenzisa amafutha okugcoba.Okwesibili, okokuhlanza ubuso, ukhilimu wamehlo, i-toner kanye nemaski nakho kuyimikhiqizo esetshenziswa kakhulu ngabathengi, ebalwa ngaphezu kwama-30%.Ngokuthuthukiswa kwamazinga okuphila abantu, banezidingo eziphakeme zokubukeka, ukwanda kwesidingo sokunakekelwa kwesikhumba njengokunakekelwa kanye nokulwa nokuguga, kanye nezidingo ezicwengisiswe kakhulu zemikhiqizo yokunakekelwa kwesikhumba, ekhuthaza imboni yokunakekelwa kwesikhumba ukuthi iqhubeke nentuthuko emisha ezingxenyeni ezahlukene. , kanye nemikhiqizo ehlukahlukene futhi esebenzayo.
1.3 Izinga lokukhula lesikali sezimonyo saseShayina likhanya kakhulu
Imakethe yezimonyo yaseChina igcina ukukhula ngokushesha futhi ihlaba umxhwele kakhulu kunemboni yokunakekelwa kwesikhumba.Ngokusho kwe-iMedia Research, kusukela ngo-2015 kuya ku-2021, imakethe yezimonyo yaseChina ikhule isuka kuma-yuan ayizigidi eziyizinkulungwane ezingama-25.20 yaya kuma-yuan ayizigidi eziyizinkulungwane ezingama-44.91, nge-CAGR ka-10.11%, ephakeme kakhulu kunezinga lokukhula kwemakethe yokunakekelwa kwesikhumba ngasikhathi sinye.Ngokufana nemikhiqizo yokunakekelwa kwesikhumba, imakethe yezimonyo yaseChina yathintwa yilolu bhubhane ngo-2020, kanti isikali sonyaka wonke sehle ngo-9.7%.Ngenxa yokuthi lolu bhubhane lube nomthelela omkhulu esidingweni sezimonyo, kuyilapho isidingo sokunakekelwa kwesikhumba sasizinzile, usayizi wemakethe yezimonyo wehla ngaphezu kwalowo wemakethe yokunakekelwa kwesikhumba ngalowo nyaka.Kusukela ngo-2021, ukuvimbela nokulawula ubhubhane kancane kancane kwaba yinto evamile, kwathi ngo-2023, i-China yasebenzisa ishubhu ye-Class B kanye ne-B yenoveli coronavirus.Umthelela walolu bhubhane wehla kancane kancane, futhi isidingo sezakhamuzi sokwenza izimonyo saba ngcono.I-Imedia Research ibikezela ukuthi imakethe yezimonyo yaseChina izofinyelela ku-58.46 billion yuan ngo-2023, ngesilinganiso sokukhula esiyinhlanganisela esingu-14.09% ukusuka ngo-2021 kuya ku-2023.
Izinga lokusetshenziswa kobuso, umkhiqizo wentamo kanye nomkhiqizo wezindebe liphezulu kakhulu ezweni lakithi.Ngokusho kwe-iMedia Research, imikhiqizo yobuso nentamo, okuhlanganisa isisekelo, ukhilimu we-BB, impushana exekethile, i-powder kanye ne-contorting powder, yimikhiqizo yezimonyo esetshenziswa kakhulu ngabathengi baseShayina ngo-2022, ehlanganisa amaphesenti angu-68.1 engqikithi.Okwesibili, ukusetshenziswa kwemikhiqizo yezindebe efana ne-lipstick kanye ne-lip gloss nakho bekuphakeme, kwafinyelela ku-60.6%.Ngaphandle kwesidingo sokugqoka imaski ngesikhathi sodlame, ukusetshenziswa kwemikhiqizo yezindebe kuhlala kuphezulu, okubonisa ukubaluleka kombala wezindebe ekudaleni ukubukeka okuphelele.
1.4 Ukukhula ngokushesha kwamashaneli aku-inthanethi kusiza ukuthuthukiswa kwemboni
Isiteshi se-E-commerce sesiphenduke isiteshi sokuqala esikhulu semakethe yezimonyo zaseChina.Ngokusho kwe-China Economic Industry Research Institute, ngo-2021, ukuthengiswa kwe-e-commerce, izitolo ezinkulu kanye nezitolo ezinkulu kuzoba ngama-39%, 18% kanye no-17% emakethe yokunakekelwa kobuhle yaseChina, ngokulandelana.Ngokuthandwa okusheshayo kwe-inthanethi kanye nokwanda kwamapulatifomu evidiyo amafushane afana ne-Douyin Kuaishou, imikhiqizo yezimonyo ekhaya naphesheya ivule ukwakheka kwayo ku-inthanethi.Kuhlanganiswe noshintsho olusheshayo lwemikhuba yokudla yabahlali ebangelwa yilolu bhubhane, iziteshi ze-e-commerce zithuthuke ngamandla.Ngo-2021, ingxenye yokuthengiswa kweziteshi ze-e-commerce emakethe yokunakekelwa kobuhle yaseChina inyuke cishe ngamaphesenti angama-21 uma iqhathaniswa neyango-2015, futhi isidlule kude izitolo zeminyango nezitolo ezinkulu.Ukukhula okusheshayo kweziteshi eziku-inthanethi kwephula imikhawulo yesifunda futhi kuthuthukisa ukusetshenziswa kwezimonyo okulula.Ngaleso sikhathi, ihlinzeka ngamathuba okuthuthukiswa kwemikhiqizo yasendaweni yezimonyo futhi isiza ukusheshisa ukuthuthukiswa komkhakha wonke.
2. Imikhiqizo yakwamanye amazwe idla okujwayelekile, futhi imikhiqizo yasekhaya ishintshwa ngokushesha ezimakethe ezidumile
2.1 Izigaba zokuncintisana ngezimakethe
Ama-echelons wokuncintisana wemikhiqizo yezimonyo.Ngokwe-Forward-looking Industry Research Institute, izinkampani zezimonyo zomhlaba zihlukaniswe ikakhulukazi ama-echelon amathathu.Phakathi kwabo, i-echelon yokuqala ihlanganisa i-L 'Oreal, i-Unilever, i-Estee Lauder, i-Procter & Gamble, i-Shiseido nezinye izinhlobo zemikhiqizo edumile yamazwe ngamazwe.Ngokwemakethe yaseShayina, ngokusho kwedatha ye-Forward-looking Industry Research Institute, ngokombono wentengo yomkhiqizo kanye namaqembu okuhlosiwe, imakethe yezimonyo yaseChina ingahlukaniswa izigaba ezinhlanu, okuyizimonyo ezisezingeni eliphezulu (zokunethezeka), eziphakeme. -izimonyo zokuphela, izimonyo ezimaphakathi nezisezingeni eliphezulu, izimonyo eziyinqwaba, kanye nemakethe engabizi kakhulu.Phakathi kwazo, inkambu ephezulu yemakethe yezimonyo yaseShayina ilawulwa yimikhiqizo yangaphandle, iningi layo okuyimikhiqizo yezimonyo ephezulu yamazwe ngamazwe, njenge-LAMER, HR, Dior, SK-Ⅱ njalonjalo.Mayelana nemikhiqizo yasendaweni yezimonyo, igxile kakhulu ezimakethe ezimaphakathi nezisezingeni eliphezulu, ezidumile nezingabizi kakhulu e-China, njengePelaya neMarumi.
2.2 Imikhiqizo yakwamanye amazwe isabusa
Imikhiqizo emikhulu yaseYurophu neyaseMelika ihola isabelo semakethe sezimonyo ezweni lethu.Ngokwemininingwane ye-Euromonitor, ngo-2020, imikhiqizo ephezulu emakethe yemboni yezimonyo yaseChina yi-L 'Oreal, Procter & Gamble, Estee Lauder, Shiseido, Louis Denwei, Unilever, AmorePacific, Shanghai Jahwa, Jialan njalonjalo.Phakathi kwazo, imikhiqizo yezimonyo yaseYurophu neyaseMelika ijabulela ukuduma okuphezulu emakethe yaseShayina, futhi i-L 'Oreal ne-Procter & Gamble igcina amasheya ahamba phambili emakethe.Ngokusho kwe-Euromonitor, amasheya emakethe ye-L 'Oreal kanye ne-Procter & Gamble emakethe yezimonyo yaseChina ngo-2020 ayengu-11.3% no-9.3%, ngokulandelana, akhuphuke ngamaphesenti angu-2.6 futhi ehla ngamaphesenti angu-4.9 uma kuqhathaniswa no-2011. Kuyaphawuleka ukuthi kusukela ngo-2018 , Isabelo semakethe sika-L 'Oreal e-China sikhule ngesivinini.
Emkhakheni osezingeni eliphezulu wezimonyo zamaShayina, isabelo semakethe sika-L 'Oreal no-Estee Lauder sidlula u-10%.Ngokusho kwe-Euromonitor, ngo-2020, imikhiqizo emithathu ephezulu yamazwe ngamazwe emakethe esezingeni eliphezulu embonini yezimonyo yaseChina yi-L 'Oreal, Estee Lauder kanye noLouis Vuitton, ngokulandelana, namasheya emakethe ahambisanayo angu-18.4%, 14.4% kanye no-8.8%.Mayelana nemikhiqizo yasekhaya, ngo-2020, phakathi kwe-TOP 10 yemikhiqizo yezimonyo esezingeni eliphezulu e-China, ezimbili ziyimikhiqizo yasendaweni, ngokulandelana i-Adolfo ne-Bethany, enesabelo semakethe esihambisanayo esingu-3.0% no-2.3%.Okubonakalayo, emkhakheni wezimonyo ezisezingeni eliphezulu, izinhlobo zasekhaya zisenegumbi elikhulu lokuthuthukisa.Emkhakheni wezimonyo eziningi zamaShayina, i-Procter & Gamble ihola indlela futhi imikhiqizo yasekhaya ithatha indawo.Ngokusho kwe-Euromonitor, emakethe yezimonyo eningi yaseChina ngo-2020, isabelo semakethe ye-Procter & Gamble safinyelela ku-12.1%, yakleliswa ngeyokuqala emakethe, yalandelwa isabelo sika-L 'Oreal esingu-8.9%.Futhi imikhiqizo yendawo inamandla athile okuncintisana emakethe yezimonyo zaseChina.Phakathi kwemikhiqizo eyi-10 ephezulu ngo-2020, imikhiqizo yasendaweni yenza ama-40%, okuhlanganisa iShanghai Baiquelin, iJia LAN Group, iShanghai Jahwa neShanghai Shangmei, enamasheya ahambisanayo emakethe angu-3.9%, 3.7%, 2.3% no-1.9% ngokulandelana, phakathi kwawo iBaiquelin likleliswe elesithathu.
2.3 ukugxilwa kwezimakethe ezisezingeni eliphezulu kuphakeme, ukuncintisana kwezimakethe ezinkulu kushubile
Eminyakeni eyishumi yamuva, ukugxila embonini yezimonyo kwehle kuqala futhi kwanda.Ngokusho kweForward-looking Industry Research Institute, kusukela ngo-2011 kuya ku-2017, izinga lemboni yezimonyo eChina liqhubekile nokwehla, njengoba i-CR3 yehle isuka ku-26.8 yaya ku-21.4, CR5 isuka ku-33.7 yaya ku-27.1, kanti i-CR10 isuka ku-44.3 yaya ku-38.6. iphesenti.Kusukela ngo-2017, ukugxila embonini kuye kwalulama kancane kancane.Ngo-2020, ukugxila kwe-CR3, CR5 kanye ne-CR10 embonini yezimonyo kukhuphuke kwafinyelela ku-25.6%, 32.2% no-42.9%, ngokulandelana.
Ukuqoqwa kwemakethe yezimonyo ezisezingeni eliphezulu kuphezulu futhi ukuncintisana kwemakethe yezimonyo kushubile.Ngokusho kwe-Euromonitor, ngo-2020, i-CR3, CR5 kanye ne-CR10 yemakethe yezimonyo esezingeni eliphezulu yaseChina izobalelwa ku-41.6%, 51.1% no-64.5% ngokulandelana, kanti i-CR3, CR5 kanye ne-CR10 yemakethe yezimonyo yaseChina izoba ngu-32.94%, % kanye nama-43.1% ngokulandelana.Kusobala ukuthi iphethini yokuncintisana yemakethe yezimonyo ephezulu iphakeme kakhulu.Kodwa-ke, ukugxila kwemikhiqizo yemakethe enkulu kuhlakazekile futhi ukuncintisana kushubile.I-Procter & Gamble ne-L 'Oreal kuphela ezinokwabelana okuphezulu.
3. Ukululama ngemva kobhubhane + amagagasi akhuphukayo, ithemba ngentuthuko yesikhathi esizayo yezimonyo zasendaweni
3.1 Ukululama ngemuva kobhubhane kanye negumbi elikhulu lokukhula kokusetshenziswa komuntu ngamunye
Phakathi nalolu bhubhane, isidingo sabathengi sokwenza izimonyo sithinteke kakhulu.Kusukela ekupheleni kuka-2019, umthelela ophindaphindiwe wobhubhane olusha lwe-coronavirus ukhawule ukuhamba kwezakhamizi futhi wathinta isidingo sabo sokwenza izimonyo ngokwezinga elithile.Ngokusho kwedatha yocwaningo lwe-iMedia Research, ngonyaka ka-2022, cishe ama-80% abathengi baseChina bakholelwa ukuthi lolu bhubhane lunomthelela ekudingeni izimonyo, futhi abangaphezu kwengxenye yabo bacabanga ukuthi isimo sokusebenza ekhaya ngesikhathi sodlame sizokwehla. imvamisa yokwenza izimonyo.
Umthelela walolu bhubhane uya ngokuya uphela, futhi imboni yezimonyo isizosimama.Eminyakeni emithathu edlule, umthelela ophindaphindiwe wobhubhane lwenoveli ye-coronavirus uvimbe ukuthuthukiswa komnotho omkhulu waseChina ngezinga elithile, futhi isidingo sezimonyo sehlile ngenxa yezinto ezingezinhle ezifana nokuntenga kokusetshenziswa kwezakhamizi, imikhawulo yokuhamba, imaski. imikhawulo kanye nezithiyo zokuhamba.Ngokusho kweNational Bureau of Statistics, ukuthengiswa kwempahla ethengisiwe okuhlanganisiwe kwezimpahla zabathengi ngo-2022 bekungama-yuan ayizigidi eziyizinkulungwane ezingama-439,773.3, kwehle ngo-0.20% unyaka nonyaka;Ukuthengiswa okudayiswayo kwezimonyo bekungama-yuan ayizigidi eziyizinkulungwane ezingama-393.6, kwehle ngo-4.50% unyaka nonyaka.Ngo-2023, iChina izosebenzisa "i-Class B ne-B tube" yokutheleleka kwe-coronavirus yenoveli futhi ngeke isasebenzisa izindlela zokuvalelwa yedwa.Umthelela walolu bhubhane emnothweni waseShayina uya ngokuya uba buthaka, ukuzethemba kwabathengi kuye kwaphindeka, futhi nokugeleza kwabantu okungaxhunyiwe ku-inthanethi kukhuphuke kakhulu, okulindeleke ukuthi kukhuphule isidingo semboni yezimonyo.Ngokusho kwedatha yakamuva evela ku-National Bureau of Statistics, ukuthengiswa kwezimpahla zabathengi kukhuphuke ngo-3.50% ezinyangeni ezimbili zokuqala zika-2023, phakathi kwazo ukuthengiswa kwemikhiqizo yezimonyo kukhuphuke ngo-3.80%.
Ukuthuthukiswa kwezinga lokusetshenziswa kwezimonyo kumuntu ngamunye kukhulu.Ngo-2020, ukusetshenziswa kwezimonyo komuntu ngamunye eChina bekungama- $ 58, uma kuqhathaniswa nama- $ 277 e-United States, ama- $ 272 eJapan kanye nama- $ 263 eSouth Korea, konke okuphindwe izikhathi ezingaphezu kwezine kunezinga lasekhaya, ngokusho kocwaningo.Ngokwezigaba, igebe phakathi kwezinga lokusebenzisa izimonyo zaseShayina ngomuntu ngamunye kanye nelamazwe athuthukile likhulu.Ngokwemininingwane yeKanyan World, ngo-2020, imali esetshenziswa umuntu ngamunye ekwenzeni izimonyo e-United States naseJapan izoba ngama- $ 44.1 kanye nama- $ 42.4 ngokulandelana, kanti e-China, ukusetshenziswa komuntu ngamunye ekwenzeni izimonyo kuzoba ngu- $ 6.1 kuphela.Ukusetshenziswa kwe-makeup yomuntu ngamunye e-United States naseJapan kukleliswe kwabaphakeme kakhulu emhlabeni, izikhathi eziyi-7.23 kanye nezikhathi ezingama-6.95 kwelaseChina.Mayelana nokunakekelwa kwesikhumba, ukusetshenziswa kwemali ngomuntu ngamunye eJapan naseNingizimu Korea kusekude kakhulu, kufinyelele ku-$121.6 no-$117.4 ngokulandelanayo ngo-2020, izikhathi ezingu-4.37 kanye nezikhathi ezingu-4.22 kwelaseChina ngesikhathi esifanayo.Sekukonke, uma kuqhathaniswa namazwe athuthukile, izinga lokusetshenziswa komuntu ngamunye lokunakekelwa kwesikhumba, izimonyo nezinye izimonyo liphansi ezweni lethu, elinegumbi lokuthuthuka eliphindwe kabili.
3.2 Ukukhuphuka kobuhle baseChina-Chic
Ingxenye yemikhiqizo yezimonyo yasekhaya emakethe yezimonyo yaseChina ikhula ngokushesha.Ngo-2021, imikhiqizo yamaShayina, iMelika, isiFulentshi, isiKorea kanye neJapan izoba ngamaphesenti angama-28.8, amaphesenti angama-16.2, amaphesenti angama-30.1, angama-8.3 namaphesenti angama-4.3 emakethe yezimonyo, ngokulandelana, ngokusho kweChina Economic Research Institute.Kuyaphawuleka ukuthi imikhiqizo yezimonyo yaseShayina ithuthuke ngokushesha, nemikhiqizo yasendaweni yezimonyo ikhulisa isabelo sayo emakethe yezimonyo yasekhaya ngamaphesenti angaba ngu-8 phakathi kuka-2018 no-2020, ngenxa yokumaketha kwezitayela kazwelonke, izinzuzo ezingabizi kakhulu, kanye nokutshalwa kwemikhiqizo emisha. kanye nezinto ze-blockbuster.Esikhathini sokukhuphuka kwemikhiqizo yasekhaya, amaqembu omhlaba nawo aqhudelana ngemakethe yasekhaya esezingeni eliphansi ngokusebenzisa ama-parity brand, futhi ukuncintisana kwemakethe yezimonyo zaseShayina kuya ngokuya kushuba.Kodwa-ke, uma kuqhathaniswa nomkhakha we-skincare, imikhiqizo yasekhaya ingaphinda ithole isabelo semakethe yasekhaya ngokushesha embonini yezimonyo, enezimpawu zemfashini eziqinile nokunamathela okuphansi kwabasebenzisi.
Embonini yezimonyo yaseShayina, isabelo semakethe semikhiqizo yekhanda sehlile, futhi imikhiqizo yasekhaya ikwazile ukuhlasela ngempumelelo.Idatha evela e-China Economic Research Institute ikhombisa ukuthi ngo-2021, i-CR3, CR5 kanye ne-CR10 yemboni yezimonyo yaseChina izoba ngu-19.3%, 30.3% no-48.1%, ngokulandelana, yehle ngamaphesenti angu-9.8, amaphuzu angu-6.4 namaphesenti angu-1.4 uma kuqhathaniswa no-2016. Eminyakeni yamuva nje, ukugxila kukonke kwemboni yezimonyo e-China kwehlile, ikakhulukazi ngenxa yokuthi isabelo semakethe samabhizinisi aphambili afana ne-L 'Oreal ne-Maybelline sehle kakhulu.Ngokusho kwe-China Economy Industrial Research Institute, i-TOP 1 ne-TOP 2 emakethe yezimonyo ngo-2021 yi-Huaxizi ne-Perfect Journal, enesabelo semakethe esingu-6.8% no-6.4% ngokulandelana, zombili zikhuphuke ngamaphesenti angaphezu kwamaphesenti angu-6 uma kuqhathaniswa no-2017, futhi baphumelele ukudlula i-Dior, L 'Oreal, YSL kanye nezinye izinhlobo ezinkulu zamazwe ngamazwe.Esikhathini esizayo, ngokuncipha kwe-boom yemikhiqizo yasekhaya, imboni yezimonyo isadinga ukubuyela engqikithini yemikhiqizo.Ibhrendi, ikhwalithi yomkhiqizo, ukusebenza kahle komkhiqizo, ukuqanjwa kabusha kokumaketha kanye nezinye izikhombisi-ndlela kuyisihluthulelo sokuthuthukiswa okusimeme nokunempilo kwemikhiqizo yasendaweni ngemva kokuvela kwayo.
3.3 Umnotho wesilisa wobuhle, ukwandisa umthamo wemakethe yezimonyo
Imakethe yokunakekelwa kwesikhumba yabesilisa yaseChina ikhula ngokushesha.Ngokuthuthuka kweThe Times, umqondo wobuhle nokunakekelwa kwesikhumba unakwa kakhulu ngamaqembu abesilisa.Ukuthandwa kwezimonyo zabesilisa nakho kuyathuthuka kancane kancane, futhi isidingo sokunakekelwa kwesikhumba sowesilisa kanye nezimonyo sikhula usuku nosuku.Ngokusho kwe-CBNDta's 2021 Men's Skincare Market Insight, umthengi wesilisa ojwayelekile uzothenga imikhiqizo ye-skincare engu-1.5 kanye nomkhiqizo wokwenza izimonyo ongu-1 ngenyanga.Idatha evela ku-Tmall kanye ne-imedia Research ikhombisa ukuthi kusukela ngonyaka ka-2016 kuya ku-2021, izinga lemakethe lemikhiqizo yokunakekelwa kwesikhumba kwabesilisa e-China likhule lisuka kuma-yuan ayizigidi eziyizinkulungwane ezingama-4.05 laya kuma-yuan ayizigidi eziyizinkulungwane eziyi-9.09, nge-CAGR engu-17.08% ngaleso sikhathi.Ngisho nangaphansi komthelela walolu bhubhane, izinga lemakethe yokunakekelwa kwesikhumba yabesilisa baseShayina liqhubekile nokukhula, okukhombisa amandla ayo amakhulu okusetshenziswa.I-Imedia Research ilinganisela ukuthi izinga lemakethe yokunakekelwa kwesikhumba yabesilisa baseShayina lizodlula ama-yuan ayizigidi eziyizinkulungwane eziyi-10 ngonyaka ka-2022, futhi kulindeleke ukuthi likhuphuke lifinyelele kuma-yuan ayizigidi eziyizinkulungwane eziyi-16.53 ngo-2023, ngesilinganiso sokukhula okuhlanganisiwe konyaka okungama-29.22% ukusuka ku-2021 kuya ku-2023.
Iningi lamadoda selivele linendlela yokunakekela isikhumba, kodwa iphesenti elincane liyaziphaqula.Ngokombiko wocwaningo lwango-2021 othi “Male Beauty Economy” okhishwe yiMob Research Institute, angaphezu kuka-65% amadoda azithengele imikhiqizo yokunakekela isikhumba, kanti angaphezu kuka-70% amadoda anemikhuba yokunakekela isikhumba.Kodwa ukwamukela kwamadoda izimonyo akukakabi phezulu, akukaqali umkhuba wobuhle.Ngokwedatha yenhlolovo ye-Mob Research Institute, angaphezu kuka-60% amadoda awakaze azigcobe izimonyo, futhi angaphezulu kancane kuka-10% amadoda aphikelela ekugqokeni izimonyo nsuku zonke noma njalo.Emkhakheni wokwenza izimonyo, amadoda avuthiwe akhetha ukuthenga imikhiqizo yamakha, futhi amadoda angemva kuka-1995 anesidingo esiphezulu sepensela yamashiya, isisekelo kanye nempushana yezinwele.
3.4 Ukwesekwa kwenqubomgomo ukukhuthaza ukuthuthukiswa kwezimboni ezisezingeni eliphezulu
Ukuvela kokuhlelwa kwemboni yezimonyo ezweni lethu.Ngokwe-Foresight Industry Research Institute, ngesikhathi soHlelo Lweminyaka Eyi-12 Lweminyaka Emihlanu, izwe lagxila ekulungiseni ukwakheka kwemboni yezimonyo kanye nokwenza kahle uhlaka lwebhizinisi;Ngesikhathi soHlelo Lweminyaka Eyi-13 Lweminyaka Emihlanu, umbuso ukhuthaze ukuphelela kwemithetho nemithethonqubo ehlobene nezimonyo, wachibiyela imithetho yokuqondisa inhlanzeko yezimonyo, futhi waqinisa ukugada ukuze kusheshiswe ukuguqulwa kwemboni nokukhuthaza intuthuko esezingeni lemboni.Ngesikhathi soHlelo Lweminyaka Eyi-14 Lweminyaka Emihlanu, umbuso wenze izenzo zokwakhiwa kwemikhiqizo ukuze udale futhi uhlakulele izinhlobo ezisezingeni eliphezulu zezimonyo zaseShayina futhi ukhuthaze intuthuko eqhubekayo nesezingeni eliphezulu yemboni.
Imboni yezimonyo ingaphansi kokuqondisa okuqinile futhi inkathi yokuthuthukiswa kwekhwalithi ephezulu iyindlela evamile.NgoJuni 2020, UMkhandlu Wombuso wamemezela Imithethonqubo Yokuphatha Nokuphathwa Kwezimonyo (Imithetho Emisha), ezoqala ukusebenza ekuqaleni kuka-2021. Uma kuqhathaniswa noMthethonqubo omdala wango-1990, izimonyo zishintshile ngokwencazelo, ububanzi. , ukuhlukaniswa kwezibopho, ukubhaliswa kanye nohlelo lokugcwalisa, ukulebula, ukuqina nobubanzi besijeziso, njll. Uhlelo lokuqondisa lwemboni yezimonyo lungokwesayensi, lusezingeni futhi lusebenza kahle, futhi lugcizelela kakhulu ukuphepha komkhiqizo kanye nekhwalithi ephezulu.Kusukela ekuqaleni koHlelo Lweminyaka Eyi-14 Lweminyaka Emihlanu, izinqubomgomo ezifana Nezinyathelo Zokubhaliswa Nokufakwa Kwezimonyo, Amazinga Okuhlolwa Kwezicelo Zempumelelo Yomkhiqizo Wezimonyo, Izinyathelo Zokuqondisa Nokuphathwa Kokukhiqizwa Nokusebenza Kwezimonyo, Amazinga okuphathwa kwekhwalithi. yoKhiqizwa Kwezimonyo, kanye Nezinyathelo Zokulawula Ukuqapha Ukusabela Okubi Kwezimonyo zikhishwe ngokulandelana kwazo, ezimise futhi zalungisa izici ezihlukahlukene zemboni yezimonyo.Kufanekisela ukuthi izwe lethu liqondisa imboni yezimonyo ngokuya iqinile.Ekupheleni kuka-2021, i-China Fragrance & Fragrance Cosmetics Industry Association yaphasisa uHlelo Lweminyaka Emihlanu Lokuthuthukiswa Kwemboni Yezimonyo YaseChina, oludinga ukuncishiswa okuqhubekayo kwegebe lokuzivumelanisa nezimo phakathi kokuthuthukiswa kwemboni kanye nezidingo zokulawula, kanye nokujulisa ukuguqulwa kwesakhiwo esiseceleni kokuhlinzekwa kwempahla okusekelwe uguquko kanye nokusha.Ukwenziwa ngcono okuqhubekayo kwezinqubomgomo nemithethonqubo ehlobene nezimonyo, ukusungulwa okusha okuqhubekayo nokuthuthukiswa kwemboni, kanye nokwenza ngcono okuqhubekayo kwamabhizinisi endawo ezimonyo kuzoqondisa futhi kukhuthaze intuthuko yezinga eliphezulu lemboni.
3.5 Imikhiqizo yokubuyisela, ukunakekelwa kwesikhumba okusebenzayo kuyathandwa
Ukusetshenziswa kancane kancane kubuyela ekucabangeni, futhi imikhiqizo ibuyela kukhwalithi nokusebenza kahle.Ngokusho kwedatha yocwaningo lwe-IIMedia, ngo-2022, lokho abathengi baseShayina abakulindele kakhulu ekuthuthukisweni kwemboni yezimonyo ukwandisa ubude besikhathi somphumela womkhiqizo, futhi izinga lokugunyazwa liphezulu njengo-56.8%.Okwesibili, abathengi baseShayina banaka kakhulu umphumela we-compound wezimonyo, okubalelwa ku-42.1% wesamba.Abathengi babheka ukubaluleka okukhulu kumthelela wezimonyo kunezici ezifana nebhrendi, intengo nokuphromotha.Ngokuvamile, ngokuthuthuka okujwayelekile kwemboni, ikhwalithi yomkhiqizo kanye nobuchwepheshe buyaqhubeka nokwandisa, ukusetshenziswa kwezimonyo kuzovame ukuba okunengqondo, umphumela womkhiqizo, umphumela oyinhlanganisela, imikhiqizo evumelana nentengo inezinzuzo eziningi zemakethe.Ngemva kwempi yokumaketha, amabhizinisi ezimonyo aphendukele empini yesayensi nobuchwepheshe, andisa ucwaningo nokuthuthukiswa kokutshalwa kwezimali, athuthukisa ukusebenza kahle komkhiqizo nokusebenza, ukuze abambe amasheya amaningi emakethe entsha yabathengi.
Imakethe yaseChina yokunakekelwa kwesikhumba esebenzayo isifinyelele phambili futhi kulindeleke ukuthi igcine intuthuko ngokushesha eminyakeni embalwa ezayo.Idatha evela ku-Huachen Industry Research Institute ikhombisa ukuthi kusukela ngo-2017 kuya ku-2021, izinga lemakethe lemboni yokunakekelwa kwesikhumba esebenzayo yaseChina likhule lisuka kuma-yuan ayizigidi eziyizinkulungwane eziyi-13.3 laya kumayuan ayizigidi eziyizinkulungwane ezingama-30.8, ngesilinganiso sokukhula esiyinhlanganisela esingu-23.36%.Naphezu kwemithelela ephindaphindiwe ye-COVID-19, imakethe yemikhiqizo yokunakekelwa kwesikhumba esebenzayo isalokhu ikhula ngokushesha.Ngokuzayo, njengoba umthelela walolu bhubhane uncipha kancane kancane, ukuzethemba kwabathengi kubuyela kancane kancane kwesijwayelekile, isidingo sokunakekelwa kwesikhumba esisebenzayo sizoletha ukululama, ngokusho kwesibikezelo se-China Economic Research Institute, isilinganiso semakethe yokunakekelwa kwesikhumba esisebenzayo saseChina sizofinyelela ku-105.4 billion yuan. ngo-2025, idlula izigidigidi zesikali, i-CAGR kulindeleke ukuthi ikhuphuke ibe ngama-36.01% phakathi kuka-2021-2025.
4. Uchungechunge lwemboni yezimonyo kanye nezinkampani ezibalulekile ezihlobene
4.1 Uchungechunge Lwemboni Yezimonyo
Uchungechunge lwethu lwemboni yezimonyo luhlanganisa izinto zokusetshenziswa ezikhuphukayo, amabhrendi aphakathi nendawo, namashaneli okuthengisa angezansi.Ngokombono we-China Economic Research Institute kanye ne-Kosi Stock, izinga eliphezulu lemboni yezimonyo ikakhulukazi ngabahlinzeki bempahla yokusetshenziswa yezimonyo nabahlinzeki bempahla yokupakisha.Phakathi kwazo, izinto zokusetshenziswa kwezimonyo zihlanganisa i-matrix, i-surfactant, ukusebenza kanye nezingxenye zezobuchwepheshe, izithako ezisebenzayo izigaba ezine.Abahlinzeki bempahla yezimonyo abakhuphuka nomfula banelungelo elibuthakathaka lokukhuluma, ikakhulukazi ngenxa yokuntula kwabo ubuchwepheshe, ukuhlola nokuhlola, ucwaningo nokusungula izinto ezintsha kanye nezinye izici.Imboni yezimonyo emaphakathi nomkhiqizo, ochungechungeni lwezimboni lulonke isesimweni esiqinile.Imikhiqizo yezimonyo ingahlukaniswa ngemikhiqizo yasekhaya kanye nemikhiqizo evela kwamanye amazwe.Labo abahamba phambili enqubweni yokukhiqiza, ukupakishwa komkhiqizo, ukumaketha nokukhangisa, njll., banomphumela oqinile womkhiqizo kanye nekhono eliphezulu leprimiyamu yomkhiqizo.Ingxenye engezansi yemboni yezimonyo ngabahlinzeki beziteshi, okuhlanganisa iziteshi eziku-inthanethi ezifana ne-Tmall, i-Jingdong ne-Douyin, kanye neziteshi ezingaxhunyiwe ku-inthanethi njengezitolo ezinkulu, izitolo nama-ejenti.Ngokuthuthuka okusheshayo kwe-inthanethi, iziteshi eziku-inthanethi seziphenduke isiteshi sokuqala esikhulu semikhiqizo yezimonyo.
4.2 Izinkampani ezisohlwini ezihlobene nochungechunge lwezimboni
Iketanga lemboni yezimonyo ezisohlwini lwezinkampani ezigxile kakhulu maphakathi nangaphezulu.(1) Ngaphezulu kochungechunge lwezimboni: ngokusho kokuhlukaniswa iziqephu, abahlinzeki bempahla eluhlaza bahlinzeka nge-hyaluronic acid, i-collagen, ukunambitheka, njll. Phakathi kwabo, abakhiqizi be-hyaluronic acid yi-Huaxi Biological, i-Lushang Development's Furuida, njll., ukuhlinzekwa kwe-collagen yi-Chuanger Biological, Jinbo Biological, njll., ukunikezwa kwamabhizinisi amakhemikhali anephunga elimnandi nsuku zonke kanye nephunga elimnandi, okuhlanganisa Amasheya e-Kosi, izinongo ze-Huanye, Izabelo ze-Huabao, njll. (2) Umkhakha omaphakathi wochungechunge lwezimboni: Imikhiqizo yezimonyo yasendaweni yaseShayina ine zikhule kancane kancane futhi izinkampani eziningi zifakwe ohlwini ngempumelelo.Isibonelo, emakethe ye-A-share, i-Pelaya, i-Shanghai Jahwa, i-Marumi, i-Shuiyang, i-Betaini, i-Huaxi Biology, njll., emakethe yamasheya yase-Hong Kong, i-Juzi Biology, i-Shangmei Shares, njll.
Isikhathi sokuthumela: Apr-04-2023
