韩国化妆品行业发展研究报告管理资料.docx

韩国化妆品行业发展研究报告管理资料.docx

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韩国化妆品行业发展研究报告管理资料

韩国化妆品行业发展研究报告

韩国经济从20世纪60年代开始进入高速增长阶段，通过引进外资、引进技术、振兴出口形成外向型经济，产业结构向工业化转变，特别是重化工业得到了长足发展，同时韩国的城镇人口比重不断提高，到1990年后基本保持80%左右，而女性就业占比也在2000年后出现显著上升。

人均GDP上升、工业化城镇化、女性就业的增加为韩国化妆品行业的发展提供了有利的条件，韩国化妆品生产总额近三十年来保持11%的复合增长率，西安菁英化妆美发培训学校

在这里指出，特别是在2008年金融危机时，化妆品行业几乎未受影响，化妆品零售总额仍保持稳定增长。

图1：

韩国人均GDP情况

图2：

韩国城镇化水平不断提高

图3：

2000年后女性的非农就业比重上升

图4：

韩国化妆品生产总额近三十年保持快速增长

在韩国化妆品市场，本土公司占据了主导地位，根据韩国化妆品协会的数据，爱茉莉占有38%的市场份额，LG健康生活占10%，其他国际品牌占25%，其余31%的份额由600-700家小公司瓜分。

图5：

韩国化妆品零售总额保持稳定增长

图6：

韩国本土化妆品公司占主导地位

20世纪90年代，韩国全面开放化妆品的进口与零售，大量国际化妆品涌入韩国，许多消费者都热衷于购买其产品，但随着本土化妆品公司的发展，现在绝大多数消费者更喜欢使用本国化妆品。

韩国本土化妆品的优势主要可以分为以下几点：

科技含量高。

韩国本土企业投入了大量的科研费用，将生物科技应用于化妆品上，比如人参、海藻等，使得在科技上能够与欧美化妆品公司相抗衡。

满足消费者需求。

韩国化妆品都是针对韩国人的皮肤特点，依靠抗皱、抗衰老和美白功能来吸引消费者购买。

安全性高。

韩国的化妆品立法和标准都相当严格，整体安全性甚至超过欧美日产品。

图7：

韩国化妆品进出口、开放外资的发展历程

图8：

韩国化妆品行业规范的发展历程

韩国化妆品生产以护肤（基础）化妆品为主，%，%，%，从增速来看，功能化妆品增速较快，特别是美白和防皱的功能化妆品。

韩国人最早意识到亚洲人不同于欧美人的皮肤特点，即易长斑，老化快但恢复得也很快。

针对这些特点，韩国企业开始致力于功能性护肤品的研究，最终依靠具有抗皱、抗衰老和增白功能的产品，成功占据了本土护肤品市场的主流地位。

功能护肤品的趋势在韩国愈演愈烈，并在以后的几年中继续流行。

表1：

韩国化妆品生产规模（2005-2010）

表2：

功能化妆品生产趋势

韩国化妆品零售一大特色是直销占比较大，为25%，其他以实体店为主，百货店、专业店和超市销售占比合计68%，特别是专业店的发展，如爱茉莉旗下的Aritaum和LG健康生活旗下的Beautiplex都是连锁护理品专业店，近几年来销售增长领先于其他渠道。

此外，网上销售在近些年来逐渐兴起，但对实体店的冲击仍然较小，而高档化妆品主要依靠直销和百货店渠道进行销售。

图9：

韩国化妆品在实体店的销售额增速较快

图10：

韩国化妆品渠道主要依靠百货店、专业店和直销

（英文版）

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