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预见2023:美妆个护行业的六大洞察

一位美妆品牌创业者告诉蓝鲨消费,“这三年无疑是最为悲壮的三年,市场是残忍的,很不幸,‘死亡’比‘机会

重研发、全渠道、大单品、新市场

2023年开年,伴随着一声锣鸣,美丽田园成功登陆港股,正式打响了美妆个护企业上市的“第一枪”,也拨散了2022年笼罩在美妆个护从业者心中的阴霾。 

据不完全统计,2022年不少于25个美妆品牌相继败退甚至“倒下”。疫情三年期间,有上百个美妆品牌“伤亡惨重”。 一位美妆品牌创业者告诉蓝鲨消费,“这三年无疑是最为悲壮的三年,市场是残忍的,很不幸,‘死亡’比‘机会’先来。” 

疫情三年,产品同质化严重、品牌缺乏辨识度等诸多问题不断被暴露出来,就连曾经“完美”的“完美日记”也卖不动了,母公司逸仙电商市值蒸发近千亿美元,与巅峰时期相比,股价下跌超过9成。曾经的明星企业尚且如此,中小化妆品企业经营更是惨淡。企查查数据显示,在近一年成立的化妆品相关企业中,有21.14万家的状态显示为“注销”。

回顾2022年,除了哀声一片,美妆个护行业还有哪些大事件值得关注?展望2023年,随着疫情在全国范围内的解封,市场消费信心逐步恢复,美妆个护行业将迎来怎样的发展趋势? 

2022年,美妆个护行业跌跌不休

2022年,由于疫情反复,全国各地的大部分时间均处于“封控”或者“常态化防控”状态,交通受限、物流受阻,甚至停工停业……让众多以线下为主要营业场所的美业公司饱受摧残。尤其是广州美博会、上海美博会等重要展会相继停摆,更是给予美妆个护行业沉重一击。 

国家统计局发布2022年12月及全年的社会消费品零售数据显示,2022年12月,化妆品类零售总额为290亿元,同比下降19.3%,是所有消费品中同比下降最大的品类;2022年全年,有9个月化妆品类零售额都呈负增长,化妆品类零售总额为3936亿元,同比下降4.5%,是最近几年中下降幅度最大的一年。 

2022年,美妆个护行业有四大事件值得关注: 

1、行业法规日趋完善

2022年伊始,为规范化妆品生产质量管理,国家药监局发布《化妆品生产质量管理规范》的公告(2022年第1号)。此后,《化妆品安全技术规范(2022年版)》征求意见稿、《企业落实化妆品质量安全主体责任监督管理规定》等相继颁布,对化妆品功效、化妆品标签、化妆品原料及安全等作出明确规定,逐渐形成了一整套系统性的法规体系,化妆品产业链各环节监管持续加强。对于国内化妆品企业而言,这将加速优胜劣汰的节奏。 

2、在华韩妆退场,国际巨头更新玩法

改革开放初期,我国化妆品行业生产规模较小,欧莱雅、联合利华、宝洁等国际巨头高调进入中国市场,随后日韩系化妆品随着海外代购、开设线下专柜等方式迅速进入中国内地。 

最近几年,在华韩妆持续遇冷。HERA赫妍在2021年底关闭京东和唯品会官方旗舰店之后,2022年2月又宣布关闭所有中国市场线下专柜。2022年,爱茉莉太平洋集团旗下悦诗风吟、伊蒂之屋也持续大规模关店。在天猫、京东、抖音等电商平台上,韩妆仅有“WHOO后”等少量品牌存活。 

在美妆个护行业逐渐进入存量竞争时代,国际巨头开启新玩法——纷纷在中国设立投资基金,以一种更加灵活的方式进行商业投资。如欧莱雅中国和东方美谷设立上海美次方投资有限公司,致力于投资创新美妆科技。资生堂则成立厦门资悦股权投资合伙企业,布局大健康赛道。

3、本土美妆个护企业开启上市潮

2022年11月,巨子生物成功登陆港交所,成为中国“胶原蛋白第一股”。12月,国产美妆韩束的母公司上海上美化妆品股份有限公司正式在香港交易所敲钟上市,成为“港股国货美妆第一股”。据不完全统计,2020年以来,已有19家美妆个护相关企业有上市动作,包括舒客母公司薇美姿等日化品牌,芭薇股份等美妆供应链企业,以及青木股份等美妆电商代运营公司。

4、供应链企业被资本“疯抢”

以前,上游原料商和生产商在产业链内处于较为弱势地位、中游品牌商在产业链中的话语权最强、下游渠道端向多元化方向发展。但是近几年来,美妆上游产业链的位置在资本心目中越来越重。 

2022年1月,新三板企业美妆护肤代工企业芭薇股份完成过亿元B轮融资,由白云金控及丸美金鼎产业基金共同参投。随后,重组胶原蛋白生物材料领军企业江苏创健医疗科技有限公司近2亿元;国家高新技术企业维琪科技获得2亿多融资…… 

2023年,美妆个护行业六大洞察

2022年,疫情反复、行业法规的逐步完善等外部大环境下,一些美妆个护品牌败下阵来。一些行业人士认为,目前化妆品的产能已经超过了民众收入水平,消费能力支撑不了那么多品牌生存,疫情在某种程度上加速了行业中弱势企业的“出清”。 

2023年,随着消费者信心逐渐恢复,美妆个护企业如何才能抓住发展机遇?基于上市公司及投资机构动向,蓝鲨消费预见了美妆个护行业六大趋势: 

1、研发能力成为企业稳健发展的基石

我国化妆品的原料大多源于进口,而海外原料供给受到生产及物流等因素的影响,叠加化工原料价格指数不断攀升,美妆个护巨头更倾向于向上游寻找替代性技术,并自建供应链,通过内部消化成本扛住涨价压力。 

从美妆个护上市公司2022年前三季度财报来看,加大研发投入成为一大共同点。2023年,美妆个护行业正加速进入“拼科研”时代。 

据2022年前三季度财报,华熙生物研发费用高达2.77亿元,占比6.42%,同比增长44.28%;贝泰妮研发费用为1.26亿元,占比4.36%,同比增长84.66%;珀莱雅研发费用为0.95亿元,占比2.39%,同比增长82.69%。

华熙生物的核心技术人员名单不断新增,研发团队已达626人,相较 2019 年末的279人数量翻倍;贝泰妮加大核心技术、创新开发的资源投入力度,研发人员占比已经接近10%。通过吸纳国际大公司背景的资深研发人员,或邀请生物医药等领域的技术大咖加入研发团队,设立“首席科学家”等职位,各大美妆个护上市公司进一步加强研发实力。 

与此同时,与国际巨头、科研院所合作也成为美妆个护上市公司的惯用手法,尤其是在合成生物技术方面——珀莱雅携手巴斯夫共同研发独家专供成分,参与合成生物创新智造企业中科欣扬 B 轮融资,与浙江湃肽生物有限公司签订战略合作协议;贝泰妮牵头建设云南特色植物提取实验室,布局合成生物;华熙生物维持高研发投入,在合成生物学研发平台支持下,2022 年上半年进行原料及合成生物研发项目104项,多种生物活性物完成工艺验证。 

2、功效性赛道持续火热

随着中国人均GDP突破1万亿美元,个性化消费时代已然降临,美妆用户对于成分的认知进一步加深,功效性护肤逐渐成为近年来增长最快的品类,深受资本市场的青睐。 

2022年,抗衰老化妆品品牌Daslan完成数百万Pre-A轮融资,由翰畔创投领投,老股东跟投。专研防脱的头皮个护品牌可氏利夫(KOSLIV)完成第二轮战略融资,投资方为某产业资本,融资金额数千万人民币。国家高新技术企业维琪科技获得2亿多融资,主要用于功效性护肤品原料研发和生产基地建设等方面……烯牛数据统计,2022年美妆个护融资项目中约 1/4 为功效性护肤品牌。 

由于渗透率较低、 人口基数大,中国功效性护肤市场仍处于高速发展时期,随着未来赛道竞争逐步进入更高阶层面,品牌在满足消费者所需功效的基础上,更需提供设计、气味、肤感、品牌文化和理念等多个因素等在内的综合性用户体验,以获得差异化且持久的品牌力。 

3、男颜经济崛起

男性对美容的需求正在逐步转化为实际的消费需求。据《男士美护行业未来消费灵感图鉴》,小红书男性美容相关关键词搜索量大幅攀升,关键词“男士洗面奶祛痘控油”半年环比增长732%。在双十一预售活动中,罗永浩直播间观看量超2600万,其带货产品包括男士护肤套装、男士香水等等,成交量估算为2.1亿元。目前,很多品牌纷纷入局男性护肤赛道,如2022年的进博会,联合利华、资生堂、雅诗兰黛等品牌均展示了多款男士护肤品。 

据前瞻产业研究院发布的《2022-2027年中国护肤品行业产销需求与投资预测分析报告》数据显示,2022年中国男士护肤品市场规模首次突破百亿大关,其中男士护手霜、男士祛痘控油洗面奶、男士淡香水、男士美甲款式和男士泥膜成为爆火单品。数据还预测未来5年复合增长率16.26%。这意味着,男士护肤有望在2026年实现翻倍式增长。

4、传统电商与兴趣电商融合,线上与线下全渠道打通

宝尊电商创始人、董事长兼CEO仇文彬曾表示,在天猫、京东、抖音等平台上,用户重合度是比较低的,当品牌在天猫、京东等传统电商渠道遭遇增长瓶颈时,对抖音等新渠道就非常渴望。 

华熙生物2022年第三季度财报显示,米蓓尔、润百颜分别在抖音平台实现 GMV 同比增长 211.12%、128.18%的好成绩。据半年报,华熙生物护肤品业务上半年在抖音渠道占比高达30%左右。珀莱雅则布局了天猫淘宝、京东、拼多多和抖音四大平台,第三季度四大平台合计GMV13.6亿元,同比增长13.5%。

另一方面,随着线上流量成本提升,品牌越来越重视线下体验,线下精准布货成为品牌方的主要挑战。比如珀莱雅作为线下渠道品牌,通过“农村包围城市”的方法抢占下沉市场年轻消费者心智。 

5、高质量发展成为品牌上新的关键

2022年,原料涨价、新规趋严成为美妆个护行业发展的两大关键词,倒逼品牌方聚焦高质量产品。 

一方面,海外原料供应量不足、订货周期长,导致化妆品企业流动资金压力有所提升,给产品上新带来成本提升的压力。 

另一方面,新规对于特殊化妆品要求提交功效试验报告,以及上市备案新合规方面的要求,或将导致产品上新周期将延长约2-6个月。这意味着,之前一些走低端路线的新品牌,通过缩短上新周期、炒作营销热度的操盘手段已经不太适应。 

随着化妆品用户愈加理性,化妆品行业科技属性逐步加强,美妆个护企业必须在各产业链降本增效,在品牌上新时更注重高质量发展。 

6、大单品战略依然奏效

国海证券研报指出,打造具备品牌心智、代表性的明星单品,有利于提升品牌客单价和复购率,增强品牌“黏性”,这种战略已经被各大巨头“心领神会”,成为业绩强势增长的重要支撑。 

据魔镜数据,夸迪旗下5D玻尿酸焕颜精粹次抛精华液、5D复合酸战痘次抛精华液等,以及润百颜玻尿酸水润次抛精华液、玻尿酸屏障调理次抛原液等,单品2022年上半年销售收入已超亿元或已达亿元左右。天猫数据显示,双十一预售开启4小时内,薇诺娜舒缓修护冻干面膜成交额破4亿,位列天猫预售商品NO.1。 

大单品战略,有力推动了强品牌。 财报显示,2022年上半年,贝泰妮旗下薇诺娜品牌实现营收超20亿,占比超过98%,若结合去年以及前三季度营收来看,薇诺娜单品牌今年有望突破50亿。珀莱雅品牌占企业营收一直保持在80%以上。 

与此同时,大单品战略也进一步提升了利润率。有研报指出,前三季度,珀莱雅毛利率达到 69.43%,其中,第三季度,珀莱雅毛利率达到71.99%。 

由此可见,“大单品战略”持续为品牌创造出更高的品牌溢价、更多利润,仍然会成为2023年各大美妆个护品牌的重心。 

2023年,随着美妆个护行业的竞争日趋白热化,拥有更强科技实力、深入上游供应链,在消费端有更扎实布局的美妆个护企业才能从中突围。