2023美妆护肤行业出海白皮书

2023繠㥿䫡肌遤⚌ⴀ嵳涯淼⛼Ⰼ椕繠㥿嶊餩馋⸷峯㻋2023.02INDEX 湡䔶Ⰼ椕繠㥿䫡肌䋑㖞嚋錢01繠㥿䫡肌遤⚌ⴀ嵳峯㻋美妆企业出海优势美妆企业出海现状02嵳㢪繠㥿䫡肌馋⸷峯㻋美国东南亚日韩拉美03곭⯓ㅷ晥呩⢾灇瑕全球头部DTC品牌出海头部美妆品牌04❭挿䚪絕嵳㢪ぐ㣐䋑㖞〄㾝⵸兞䊵䒗⳼儑⻌繠䋑㖞䧭擿䏞剒넞畊✰慨捘⡎ず傞⛲僽㼆倝Ꝙㅷ晥剒⚹对㥩涸䋑㖞կ䏐㣐涸䎃鲽㥎䚍嶊餩纈⡤♸繠㥿䫡肌䗱兰涸鷶幯䧭擿雮⚎⽂千䋑㖞僽䧭⚹Ⰼ椕薴㔵ⰻ㟞Ɤ悶⸂ㄤ劼⠔剒㣐涸䋑㖞կ㺯Ⱶ䊺鵂Ⰼ椕繠㥿䫡肌䋑㖞䔂⸷㢕蔼2020䎃Ⰼ椕繠㥿䫡肌㖈氋䞔䕧ㆇ♴「䮲⚚ꅾ䋑㖞錞莲♴徾8.4%կ⡎䋑㖞䊺絑鵓勻✫䔂⸷㢕蔼㖈鵶絯⚙䎃涸넞㟞Ɤ♴ 2022䎃䏀곫雦Ⰼ椕繠㥿䫡肌䋑㖞錞莲㼜馄鵂3⼪➉繠⯋Ⱒ〡կ⚥㕂䊺僽Ⰼ椕剒㣐䋑㖞ㅷ晥嵳㢪䖄玐䒓゗2020䎃饰务㕂䊺絑馄馊繠㕂䧭⚹Ⰼ椕剒㣐涸繠㥿䫡肌䋑㖞կ㕂ⰻ剣馄5400㹻⻊㥿ㅷ䭯霆欰❡⟱⚌⛲霣欰✫ꬋ䌢㢴倝Ꝙㅷ晥կ湡⵸务㕂ㅷ晥ⴀ嵳➠㣐鿈ⴔ꧋务✵䎂⟟䕙㥿饋麤⟄⚎⽂千♸傈劥⚹⚺銳湡涸㖑կ繠㥿ⴀ嵳⠏⸷僈儑⡎絾ざ畊✰⸂㶸㖈瀊匣尿蔼♸䎛⚎⚙㣐繠㥿❡⚌꧋纈ㄤ侨⼧䎃涸❡⚌➿䊨絑낉⚹ⴀ嵳㤭㹁✫䩟㹊涸⣘䎾Ꝇ⠏⸷կ搬罜♸嵳㢪䔲㖑ㅷ晥畊✰傞务㕂繠㥿⟱⚌㖈㝕鸣ㅷ晥⟟⧩ծ嵳㢪嶊餩罏涸帿䏞鵘蠒瘝倰꬗㶸㖈满瀊匣կ倝Ꝙㅷ晥饥ぢ㣐⠍DTC䊺䧭⚺崨Ⰼ椕ぐ䋑㖞务㣢鿈傈⻊/繠㥿꧋㔙㼆䋑㖞⣜傊剣䖎䔂涸䪾䱽⸂կ鵛䎃勻㣐ꆀ倝Ꝙㅷ晥⣜ꬑ幡兠涸ㅷ晥⟟⧩ծ넞곸涸❡ㅷ⴯倝ծ剣佪涸絁♳猫虊ծ礵絈涸磋⚏鵘蠒䧭⸆瑲㔵կ帿䏞劥㕼⻊♸爢㯮蠒Ꝉ僽䖄䧶嵳㢪涸ⵄ㐼㔐곥䧭⸆ⴀ嵳涸繠㥿ㅷ晥ꛏ㼆湡叻䋑㖞涸暵䚍♸꨽宠鵳遤❡ㅷ絁涸ꅾ倝霃雦♸靈侮僽Ⱏず涸鷥䭊կ爢❜㯮⡤瀃꣋涸䋒㽷⿺㘌湬곭㚖KOL涸ⰻ㺂Ⱏ⴯⛲僽ぐㅷ晥㼊宠嵳㢪㟞Ɤ涸⚺銳瑲灶〡կ3❭挿䚪絕嵳㢪䋑㖞劼⠔♸䮋䧶䚪絕繠㕂⚎⽂❇傈꯺䬘繠• 繠㥿䫡肌䋑㖞⡤ꆀ㣐㟞Ɤ馋✵珘㹁• 繠㥿嶊餩䗱兰䧭擿㋐㥩㢴⯋♶䬨絟倝됮䠭㼆倝ㅷ晥对㥩• 繠㥿絁♳䋑㖞〄鴪⚂㼆ㅷ晥杝用畀䱹「䏞넞♶䗳⣜饆歏㉁䎂〵• ➃〡紤ⵄ儑衼劢勻㟞Ɤ鸟䏞Ⰼ椕㾀껷• 爢㯮帿䏞⢪欽䲀䎛♸猫虊ꦼ䏞⡛• 歏㉁⸈鸟幷鷳务〳鸑鵂Ⰶ끸㣢鿈䎂〵㹊梡䘯鸟䋑㖞幷鷳• 㛇炄肌餘♸繠㥿㋐㥩♸㕂ⰻ䋑㖞䊵ⵆ湱㼆鳅㼭❡ㅷ劥㕼⻊ꦼ䏞⡛• 嶊餩罏䗱兰玐䏞⚂㼆ㅷ晥形⟟䱹「䏞넞• 㼿劢ⴀ梡僈儑⸆佪䚍䫡肌涸馋⸷刿䡦䠑⚹㣔搬涸嚋爽✈⽀䕙㥿䋑㖞㟞Ɤ悶⸂㣐• 嶊餩罏餝✈Ɀ瘻騟䖈♳僒「ⵌⰻ㺂⴯⡲罏涸䕧ㆇ• 絑崸♴遤⾓⸂⸈ⶢ㶸㖈㼆繠㥿䫡肌ㅷ嶊餩꣭紩♸꨽宠佐綫涸〳腊• 蠒Ꝉ✈ꆀ䧭劥鷶䎃饥넞⡛⟟涯晥❡ㅷ欰㶸瑟ꢂ傈幯蟥綫• 㼆❡ㅷㅷ餘♸ㅷ晥⟟⧩鿪剣鳅넞涸銳宠꨽銳䔂㣐涸ㅷ晥絑蠒腊⸂• 畊✰湱㼆慨捘呔㽷㢴」• 嶊餩腊⸂剣ꣳ劢勻侨䎃ⰻ➠㼜⥂䭯㼆⟟呔넞䏞併䠭涸䞔ⲃ• ㅷ晥䠑霋謭䓳㼆ㅷ晥形⟟✈⽀䠑䡦⡛㺂僒㋐倝⾔傊• ぐ㕂俒⻊ծ⛴䟗ծ肌餘ծ繠㥿꨽宠䊵䒗鳅㣐㶸㖈鳅㣐劥㕼⻊ꦼ䏞• 傈劥繠㥿䫡肌嶊餩⨊ꅾ絁♴庈麤꨽銳ㅷ晥倰㖈幷鷳ⴲ劍㽠゗⸓絁♴䋒㽷꯺㕂歏㉁䎂〵ⴲ劍Ⰶ끸㶸㖈♧㹁ꦼ䏞• ㅷ晥荛♳劥㕼ㅷ䔂⸷㼆倝ㅷ晥䒊霃♸劥㕼蠒Ꝉ腊⸂剣鳅넞銳宠• 繠㥿䋑㖞絁♳⻊玐䏞鳅⡛➑銻渷絁♳庈麤腊剣佪鲮⻊涸嶊餩罏剣ꣳ• ♸务㕂㼆✵䕙㥿䫡肌涸꨽宠䊵䒗㣐꨽銳ꛏ㼆䔲㖑涸꨽宠帿Ⰶ灇瑕鵳遤❡ㅷ絁涸靈侮401Ⰼ椕繠㥿䫡肌䋑㖞嚋錢5Ⰼ椕嚋錢 -Ⰼ椕繠㥿䫡肌䋑㖞㖈氋䞔劍ꢂ「ⵌꅾ䮲告⾓䫈涸嶊餩䊺絑䒓㨤㔐庛6Source: Euromonitor, Meet Intelligence氋䞔㼋荝涸䋑㖞䕧ㆇ䊺搬嶊ꤑ2022䎃侮⡤䋑㖞♳嶻8%䋑㖞錞莲㟞Ɤⵌ3,080➉繠⯋䶓膴氋䞔䕧ㆇた㟞Ɤ鴽枡կꥥ满ⴀ遤꨽宠涸㟞⸈꣈儮㖈2022䎃㟞Ɤ10%僽㟞Ɤ剒䘯涸㶩遤⚌կ㾝劅劢勻䋑㖞➠㼜ッ梡⚥넞鸟〄㾝涸䙖⸷곫雦ⵌ2026䎃涸侮⡤䋑㖞錞莲剣劅瑲灶4,000➉繠⯋㣐Ⱒկ䫡肌ㅷ碫僽剒㣐⛲僽㟞Ɤ剒⚹珘㹁涸絈ⴔ饋麤氋䞔劍ꢂ「ⵌ涸䕧ㆇ⛲湱㼆嫱鳅㼭罜䕙㥿ㅷ碫♶ⴀ䠑㢪㼜鵓勻䔂⸷㢕蔼կꥥ满侮⡤䫡肌䠑霋涸䲿⼮⯕撑䰀⠟嚋䙁涸兜⿺瘝꣈儮碫❡ㅷ䊺絑鵓勻✫〄㾝굥〡劍կⰌ椕繠㥿䫡肌䋑㖞錞垷$1,206$1,404$1,550$1,653$1,776$2,161$646$597$653$711$773$933$483$453$535$578$627$770$108.9$108.0$124.5$137.5$150.1$183.420162020202120222023E2026E꣈儮껺孧䕙㥿䫡肌16’-22’CAGR22’-26’CAGR+4.0%+7.5%+3.0%+7.4%+1.6%+7.0%+5.4%+6.9%$2,562$2,862$3,080$3,326$2,444$4,047+7.6%+8.0%(53.7%)(23.1%)(18.8%)⽀⡙➉繠⯋䫡肌饋麤 ˊぐ絈ⴔㅷ碫〄㾝䎇♶湱ず꬗꩹礵⼶碫❡ㅷ僽䋑㖞呍䗱Source: Euromonitor, Meet Intelligence7꬗鿈䫡锐僽䫡肌饋麤⚥剒㣐涸絈ⴔ䋑㖞⽑研✫侮⚡䫡肌ㅷ碫䋑㖞錞莲涸78%կⰦ⚥⥂弪/⸆佪㘗涸✌꩹礵⼶僽剒⚹Ⱒꝶ涸❡ㅷ碫㘗僽侮⚡䋑㖞涸⼱㠗寐㿋կ㖈꨽宠珘㹁㟞Ɤծ❡ㅷ⚁⚌⻊絈ⴔ帿⻊ծ⟟呔䫬⼮瘝㢴倰꬗㔔稇涸䕧ㆇ♴鵯♧ㅷ碫劢勻㼜䘯鸟㟞Ɤ㟞鸟僈儑넞✵Ⱖ➭䫡肌絈ⴔㅷ碫կ⧩䖤岤䠑涸僽⵸⚙䎃觌⸽〄㾝涸꬗芘碫❡ㅷ涸㟞Ɤ㼜⠔㔐衅劢勻5䎃涸痗ざ㟞Ɤ桧♶駈5%կ䫡肌㤛絆涸꨽宠鵮僽㶸㖈涸㽍Ⱖ僽넞畮ㅷ晥涸䫡肌㤛絆㼜僽鵯♧絈ⴔㅷ碫劢勻〄㾝涸⚺銳⸓⸂կ魧⡤䫡锐碫❡ㅷ紨⽑侮⚡䋑㖞涸1/8䋑꬗♳⚺銳❡ㅷ⟄⥂弪♸淼肌让Ⱞ涸㛇炄⸆佪⚹⚺暵婋⸆佪涸❡ㅷ꨽宠♶넞կ〥♧倰꬗䫡䩛碫❡ㅷ㟞Ɤ㼜⥂䭯珘㹁朐䙖կ䫡䩛䫡肌㤛絆魧⡤䫡锐꬗鿈䫡锐넞畮䫡䩛US$7.1 魧⡤䫡锐꬗鿈䫡锐䫡䩛䫡肌㤛絆2021Ⰼ椕䫡肌絈ⴔㅷ碫錞垷⽀⡙➉繠⯋ (21’-26’ CAGR)⥂弪/⸆佪㘗✌꩹(ゎ礵⼶)$778.3 (+8.2%)峇꬗$193.5 (+5.9%)꬗芘$89.6(+4.3%)晊肌宐$86.5 (+5.5%)兜鸑魧⡤䫡锐$168.7 (+6.1%)牙江$40.4(+5.2%)嶹㇛$27.1(+4.8%)稒荝/敍腒魧⡤䫡椚$23.1 (+4.6%)넞畮㤛絆$57.5(+6.0%)兜鸑㤛絆$48.7(+2.9%)兜鸑䫡䩛$29.2(+4.2%)䕙㥿饋麤 ˊ꬗鿈䕙㥿䋑㖞剒㣐罜㇛㥿㟞Ɤ剒䘯Source: Euromonitor, Meet Intelligence8꬗鿈䕙㥿僽剒㣐涸䕙㥿絈ⴔㅷ碫錞莲⽑嫱紨⚹38%կ⽀ㅷ⟟呔嫱鳅넞涸䏀㥿碫❡ㅷ㥵磋䏀巊ծ孞㙈磋䏀瘝꬗鿈䕙㥿ㅷ碫涸㛇瀖罜鵛⚙䎃㖈♧❈嫱鳅〄鴪涸䋑㖞⚥礵絈⻊䏀㥿❡ㅷ㥵黫榡ծ⥝㺂瘝⛲剣僈儑涸㟞Ɤկ滚㥿僽ぐ⚡䕙㥿碫湡⚥「氋䞔䕧ㆇ剒㼭涸絈ⴔㅷ碫㖈劢勻涸侨䎃ꢂㅷ碫㟞Ɤ馋珘կ罜ꥥ满〡縟犜⟁涸♧姿姿佞匠䋑㖞㼆✵㇛鿈䕙㥿⥂䭯✫ꬋ䌢넞涸㟞Ɤ곫劍곫雦5䎃た䋑㖞錞莲㼜馋鵛滚㥿կ㖈氋䞔䕧ㆇ♴繠歌碫❡ㅷ♸䕙㥿㤛絆涸䋑㖞邍梡䎇♶㥩䋑㖞錞莲♴徾僈儑կ➢劢勻㟞Ɤ勻溏䕙㥿㤛絆剣㔐⼮瑟ꢂ告繠歌碫❡ㅷ㟞鸟剒⚹綕䢨կ2021Ⰼ椕䕙㥿絈ⴔㅷ碫錞垷⽀⡙➉繠⯋ (21’-26’ CAGR)滚鿈䕙㥿꬗鿈䕙㥿㇛鿈䕙㥿繠歌䕙㥿㤛絆꬗鿈䕙㥿$250.3 (+8.0%)滚鿈䕙