国货美妆出海东南亚专题研究:供应链&本土化融合 出海重塑国货美妆产业格局

申万宏源研究
15 Jun

护肤品类国内进入稳步增长阶段,代工厂向外转型或成为最优解。根据欧睿数据,护肤品市场规模由2019 年的2449 亿元增加至2024 年的2712 亿元,CAGR 为2.1%;彩妆市场规模由2019 年的593 亿元增加至2024 年的620 亿元,CAGR 为0.9%。对于化妆品代工行业,在头部品牌自产比例提升的趋势下,转型服务出口性品牌,通过出海方式打开新增市场,形成差异化竞争格局或成为最优解。...

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