【直报网4月22日讯】（中国报告大厅）被称为“美丽经济”的中国美容化妆品市场，经过20多年的迅猛发展，现今已经取得了前所未有的成就。中国的化妆品市场是全世界最大的新兴市场，在短短的20多年里，中国化妆品行业从小到大，由弱到强，从简单粗放到科技领先、集团化经营，全行业形成了一个初具规模、极富生机活力的产业大军。

CNDSN (China news network April 22nd report hall) is known as the "beauty economy" Chinese cosmetics market, after 20 years of rapid development, now has been hitherto unknown achievement. China cosmetics market is the largest emerging market in the world, in a short span of 20 years, Chinese cosmetics industry from small to large, from weak to strong, from the simple and crude to leading technology, group management, the whole industry has formed a certain scale, full of vigor and vitality of the industry.

4月21日，广东、福建、天津自贸区统一揭牌。自2013年9月上海自贸区正式挂牌，到4月21日第二批自贸区建设正式启动，一年多时间，自贸区概念在中国如火如荼。

In April 21st, Guangdong, Fujian, Tianjin Free Trade Zone unified. Since 2013 September, the Shanghai free trade zone was formally, to April 21st second batch of FTA construction officially started, more than a year, the concept of free trade zone in the Chinese like a raging fire.

近几年，化妆品在我国进口消费品占比逐渐增加，进口化妆品也一直占据电商渠道重要比例。随着自贸区2.0时代的到来，消费者将以更低的价格购入自贸区的进口化妆品，同时跨境电商亦在自贸区紧锣密鼓地布局，国内化妆品品牌将面临哪些机遇与挑战?

In recent years, China's imports of consumer goods, cosmetics in the proportion gradually increased, the import of cosmetics has been occupying an important proportion of the electricity supplier channels. With the arrival of the era of free trade zone 2, consumers will purchase the FTA imports of cosmetics at a lower price, but also in the free trade area of cross-border electricity supplier wildly beating gongs and drums to the layout, the domestic cosmetics brand which will face the opportunities and challenges?

低价获取进口化妆品

Low-cost access to imported cosmetics

不可否认的是，随着国内消费实力及护理意识的增强，进口化妆品越来越受到消费者的青睐。根据报道，2015年3月韩国化妆品出口额为2.7746亿美元，是韩国关税厅自2000年1月开始公布相关统计数据以来的最大值，其中出口至中国内地的金额达1.1889亿美元，排行首位。

There is no denying that, along with the enhancement of the strength of domestic consumption and nursing consciousness, imported cosmetics is more and more favored by consumers. According to reports, in 2015 March, South Korean cosmetics exports of $277460000, is the Korean customs office announced the beginning of maximum since the statistical data since 2000 January, exports to the mainland Chinese amounted to $118890000, ranking first.

以广东省为例，化妆品进口比例也在逐年增加中。根据海关统计，2014年广东进口美容化妆品及护肤品6781吨，比2013年增加20.4%;价值10亿元人民币，同比增长14.7%。

In Guangdong Province as an example, the proportion of imported cosmetics are also increasing year by year. According to customs statistics, in 2014 the Guangdong Import cosmetics and skin care products 6781 tons, an increase of 20.4% over 2013; the value of 1000000000 yuan, an increase of 14.7%.

而在自贸区催生的“进口商品直销”模式下，在进口商品直销中心中，以最早的上海自贸区为例，消费者能购买到比市场价格便宜10%至30%的进口商品。

In the free trade zone "and the birth of the imported goods outlet" mode, in the imported goods outlet centers, with the earliest Shanghai free trade zone as an example, consumers can purchase than imported goods market price 10% to 30%.

根据上海海关数据，2014年上海自贸区进口消费品达1142.6亿元，同比增长21.4%，增速较2013年提升10.7个百分点。这其中，在去年1至7月，上海自贸区化妆品进口24.5亿元，进口额仅次于汽车、医疗保健品、手表，位列第四;增速为45.7%，位列第二。

According to Shanghai customs data, in 2014 Shanghai FTA imports of consumer goods 114260000000 yuan, an increase of 21.4%, higher than the growth rate in 2013 increased by 10.7 percentage points. Which, in the last year from 1 to July, Shanghai FTA imports of cosmetics is 2450000000 yuan, after the car imports, medical and health care products, watches, ranked fourth; the growth rate of 45.7%, ranked second.

据2014-2020年中国化妆品行业竞争格局分析及投资可行性报告了解，上海自贸区的“进口商品直销”模式将在粤闽津得到复制，国内消费者购买到低价进口化妆品的几率大大增加。

According to 2014-2020 China cosmetics industry competition pattern and investment feasibility report, Shanghai free trade zone "imported goods sales" model will be replicated in Guangdong and Fujian Jin, domestic consumers to buy low-priced imports of cosmetics to greatly increase the chance of.

而在自贸区落地后，化妆品海淘也将继续迎来利好。根据跨境电商的“保税行邮”模式，境外商品入境，暂存自贸区或者保税区，消费者购买后以个人物品清关发货，消费者只需缴纳行邮税。这样便降低了海淘的成本与运送时间。

In the free trade zone after landing, cosmetics, scouring the sea will continue to usher in good. According to the "free trade cross-border electricity supplier parcel" mode, overseas commodity entry, or temporary FTA Free Trade Zone, consumers purchase with personal belongings clearance delivery, consumers only need to pay tax parcel. This reduces the cost and delivery time scouring the sea.

2014年8月，亚马逊跨境业务便已经在上海自贸区启动，更有媒体报道称，目前阿里巴巴、聚美优品、唯品会等电商均有布局自贸区的意向。

In 2014 August, Amazon cross-border business has been in the Shanghai free trade area launched, more media reported that, at present, Alibaba Jumei Youpin, the only product such as electricity providers have layout FTA intention.

聚美优品相关负责人告诉记者，目前聚美优品在深圳与广州保税区的工作均在进行当中，关于聚美自贸区的业务模式和发展思路目前正在探讨摸索。

Jumei Youpin relevant responsible person told the reporter, at present Jumei Youpin in Shenzhen and the Guangzhou Free Trade Zone, the work in progress, business model and development strategy of the United States FTA is explored.

据了解，2014年9月聚美优品已经在国务院首批保税区试点开建上万平方米自理仓，公司还对海淘业务实施10亿元的补贴。也就是说，通过聚美优品的海淘渠道购买的化妆品，24小时之内就能从公司保税区的仓库中发货，同时还能享受到价格上的优惠。

It is understood, in 2014 September Jumei Youpin is already on the State Department the first free trade zone pilot construction of tens of thousands of square meters of self-care positions, the company has implemented a subsidy of 1000000000 yuan to the sea Amoy business. That is to say, through the purchase of Jumei Youpin sea Amoy channels of cosmetics, 24 hours will be able from the bonded warehouse delivery, but also to enjoy the preferential price.

本土品牌如何应战?

Local brands how to fight?

“不管是进口商品直销模式还是海淘渠道形成规模后，会逐步对化妆品零售业采购渠道产生一定冲击，目前国家营业税和化妆品消费税还是比较高的。所以说对于整个供应链，比如进货渠道的对比和筛选会产生有力的挤压。”资深日化专家冯建军告诉记者。

"Whether it is imported goods outlet mode or the sea Amoy channel formation of scale, will have some impact on the cosmetics retail procurement channels, the current state of business tax and cosmetics consumption tax is quite high. So for the entire supply chain, such as the purchase channels of comparison and screening may produce strong extrusion." Senior chemical experts Feng Jianjun told reporters.

广州一本土日化厂家负责人则表示，不管是直销中心还是跨境电商目前在国内都还处于探索发展阶段，现在判断化妆品市场的影响还为时尚早。“但有一点值得关注，目前韩国化妆品在国内市场占有率在快速提高，像悦诗风吟这种主打年轻、平价路线的韩妆，势头非常猛。今后通过中韩自贸区，这些品牌可能会逐步降价。这对国内同类型的品牌来说是一个挑战。”其补充道。

Guangzhou, a local daily chemical manufacturers responsible person said, whether it is sales center and cross-border electricity supplier in China are still in the exploratory stage of development now, to judge the impact of the cosmetics market is still too early. "But there is one point worthy of attention, the current South Korean cosmetics in the domestic market share increased rapidly, as the main line, Innisfree young parity of Korean cosmetics, the momentum is very fierce. The future through the China ROK FTA, these brands may be gradually reduced. It was a challenge for the same type of domestic brands." The added.

对此，韩后品牌管理中心总监肖荣燊在接受媒体采访时表示自贸区的启动对于本土化妆品公司来说是挑战更是机遇。其表示，本土化妆品企业借机做OEM(贴牌生产)或ODM(原始设计制造商)(均指“代工生产”)都很有潜力。

In this regard, after the Korean brand management center director Xiao Rongshen in an interview with the media, said the free trade area launched the local cosmetics companies is a challenge is an opportunity. It said, the local cosmetics companies to do OEM (OEM) or ODM (original design manufacturer) (refer to "OEM") have great potential.

对这一说法，冯建军表示认可。他认为，自贸区的优惠政策可以吸引大量外资企业进入，国内化妆品生产商由于人力资源等的成本优势，就有机会得到OEM或者ODM的订单。

With respect to this statement, Feng Jianjun. He believes that the FTA preferential policies, can attract a large number of foreign enterprises to enter the domestic cosmetics manufacturer, because human resource and cost advantage, have the opportunity to get OEM or ODM orders.

"Domestic cosmetics brand in the past few years has been the rapid growth, competition competition dispute today and ten years ago in the soil is completely different, with the rise of the new micro channel business, now the local brand advantage more than foreign." Feng Jianjun said, in addition to OEM, through the free trade zone, local cosmetics brand has the opportunity to "go out".

事实上，在消费市场逐步放开的当下，本土企业已经开始了“进攻”步伐。4月17日，佰草集首家海外旗舰店便落子法国巴黎。一位不愿透露姓名的业内人士透露，目前有一家韩国知名的化妆品品牌，正在寻找合适的中国企业来对其进行收购。▲

In fact, in the current consumer market gradually opening, domestic enterprises have begun to "attack" pace. In April 17th, Herborist's first overseas flagship store will Lazi Paris france. An unnamed industry sources, at present, there is a well-known South Korean cosmetics brands, is looking for the right China enterprises to acquire the. "

（原标题：我国进口化妆品占比增加 本土品牌如何应战）

(original title: imported cosmetics in China to increase the proportion of local brands to fight)

责任编辑：小申

Editor: small Shen