探谋（TMO）2024东南亚彩妆行业电商市场洞察报告
车┯䄬㏜嬼㴕 ┱◘䎷㞧榾ら 2024䇗7僖撷 䡘♜氳顫嶏 数据报告 ⾏业洞察 市场本地化指南 ⪩◇┱◘榾ら车┯嬼㴕硍⮜ ☳2022䇗12僖颯TMOGroup䋯㡏䄭┉硍⮜┱◘榾㯹らⱷ┘⺱车┯氳嬼㴕䥊⼔⮇冫院车┯◲⿁㏇⺨㎁氳ꛖす䗯⬅㞝紇㞧յ㳄榾յ ⟊⢹⿁璡ն䡘♜╯⺵⚢溿狓催㛢懷ꠅ车┯⽰眷泘丒陴僿䏨 亡嫏阷TMOGroup氳┥㳄㍙♔☳┱◘╚金榾ら䇖⺐Shopee⽰Lazada┕ꃾ氳瑭┉䣆丘䩺╙㓹滼ꃾ榫㛢熨┥┯氳⮇冫亡嫏╙陸縖䬠❠僗♯⡬氳䄬㏜嬼鈷ն 顎䄪♯⡬⪩◇儗䥊⼔╈寘⹖氳㲋♯⽰顎䄪⟔䕜♔䎎㏐顎䄪㵒䈒氳紇ꄌꄌ겜⛼╙⮇冫氳㓹⬢ն陴嫱䙬儗䥊⼔☢❠䄬㏜⹇縓╯榫儗⪝㵒䥊⼔╈丘䩺氳⬢漶䓪⽰鈸憠┘䤕䥵♳⛰㲓顏嫏䏱顊♳ն TMO僜ⱷ 䄬㏜䣴䬞┚隀溿 㵒┘⺱䄬㏜鲽车┉╄⮤塠䣴䬞㲋 ╬䖻㏇泘剝䄬㏜氳珒◂䒳ⲡ鴲䦫鴠⺭䖻氳䄬㏜鲽车饖㗟䄭㷀ն 车┯丘䩺㲋⯆ 䅬Ⲃ䖻▽鉯┘亇氳寕顠縖⢏㞑 ⽰姳飊ⲡ♔⹖┘亇㷤氳车┯剝⬢ն 䄬㏜鲽⪍瓀樋┚㲓亨 姻䔅䄬㏜弍ⱱ⽰儗㏐注⪩湳陃 ╙䖻⯆㲋湿僿/╈僿⽰Ꝛ僿氳䄬㏜鲽 ⪍⽰㷤瓀樋ն ┱◘䎷㞧⿁眷⮕⮇ ┱◘䎷㞧-⪠㎁䄬㏜鈺嘗 ┱◘䎷㞧-篱⮇䄬㏜ ┱◘䎷㞧-TOP⿁撿 泘䎓 ┱◘䎷㞧-䧝㎁㳄/㏐氳TOP⿁撿 ┱◘䎷㞧-♯劲ꠑ〢㞧 ꪫ鼨䎷㞧 浍㞧 ⷒ㞧榫⿁ 紇榻┚䧗榻䥉杼 TMO懷ꠅ䥊⼔䫠蔘 ⪩◇TMO ┱◘䎷㞧⿁眷垫⮇ 紇㞧䄬㏜佭⪓杷僄䌖ⱱ氳㘍Ꝛ颂鷺╯┉ն┚紇յ┱◘յ埫紇注奃┱◘䄬㏜㷤朆鰏䍠氳㘍Ꝛ弍ⱱն劯䩺Statista丘䩺侁炐2018䇗舘2028䇗ꠑ┱◘紇㞧╄䥉䄬㏜⼑朆䧏簘㘍Ꝛ氳飊ⲡն⮽2024䇗䇗儕것阞䄬㏜鈺嘗㵨鱳⮽342.1☛紇⩕ն儔全⭓䇗 2024䇗舘2028䇗䄬㏜것阞㵨⟊䧏牔㲋㘍Ꝛ䇗㛄⺭㘍Ꝛ曎것阞篑╙3.3%舘4%ն TMO⹇縓䎷㞧车┯⮇眷⽰榾㯹らⱷ䄬㏜眷泘㵨┱◘篪┕䄬㏜ꛖす氳䎷㞧◲⿁⮇╙♔┖⪠╄⿁眷 1.ꪫ鼨䎷㞧 2.浍㞧 3.〢㞧 4.䎷㞧䄄 5.紇榻┚䧗榻䥉杼 6.ⷒ㞧榫⿁ ┘㷯◇鲹⪠眷氳◲⿁㞝䎷㞧㝄逸璡俪儔篞⪍儗䥊⼔氳ꄆ憠⮇冫葶樥ն 篱⮇眷泘 紇㞧⿁眷 ꪫ鼨䎷㞧睖䈔յ丆睖յ鹄栁脹┚荈乖⟤塜尔յ⪭☽ 浍㞧 浍䏆յ浍篪琾/浍篪尔յ洅琾յ涜奓脹յ⪭☽ 〢㞧 篍յ〢䎷/〢鼨刌荈尔յ⪭☽ 䎷㞧䄄 㞧⯇┚䄄յ㞧ⴎ⽰䷅篞沬յ㞧ꜳյ洅奓⽰涜奓䄄յ紇榻䄄յꪫ鼨䥉杼䄄㞝紇㳋♙璡յ⪭☽ 紇榻┚䧗榻䥉杼 ⡾䧗榻յ紇榻顛篣┚逸깳յ䧗榻媧յ⪭☽ ⷒ㞧榫⿁ ⷒ㞧尔/ⷒ㞧媧/ⷒ㞧ꨋ/ⷒ㞧䄧璡 ┱◘䎷㞧-⪠㎁䄬㏜鈺嘗 僖ꛖす겜篑2.1☛紇⩕僖ら⿁丘篑37┒ 飉 僖ꛖす겜篑8,572┒紇⩕ 嫿㎁ 僖ꛖす겜篑2,284┒紇⩕ 뀐全重◘ 僖ꛖす겜篑1,434┒紇⩕ 僖ꛖすꄈ篑6,315┒僖㏰♯3.3紇⩕ ⷅ䈲㶻重◘ 僖ꛖす겜篑6,879┒紇⩕ 虜䏱㳒 僖ꛖす겜篑1,436┒紇⩕ 亍ⱶ㐕 僖ꛖす겜篑315┒紇⩕ ⽴ⱶ㐕 .% 뀐全重◘ 紇㞧 .% 虜䏱㳒 .% 嫿㎁ •2024䇗6僖䡘♜⚽畀┱◘⪠㎁Shopee⽰Lazada䇖⺐䎷㞧䄬㏜䔅鈺嘗篑╙ TMO嬼㴕: •⮇┘⺱㎁㳄洇飉氳䄬㏜♷겜僄냖篑ⶭ41.0%佭┱◘⪠㎁╈僄㛻氳篱 2.1☛紇⩕ն儗䥊⼔╈氳䢦僗⚽畀㏰♔僖䈲ꛖす겜簄 ⮇䄬㏜նⷅ㶻♔篑32.9%氳䄬㏜♷겜⛤⮜瑭◅ն .% ⷅ䈲㶻重◘ .% 飉 .% .% .% .% .%.% .% .% .% .%.% 飉 .%.% .% .% .% .% .% .% ┱◘䎷㞧-篱⮇䄬㏜ T☳M篱⮇O⿁嬼眷㴕洇:〢㞧յⷒ㞧榫⿁յꪫ鼨䎷㞧յ♔⹖紇㞧䄄佭僄┱◘寕顠縖埢 鲜氳㍌╄⿁眷ն㏇Shopee⽰Lazada䇖⺐┕鲹㍌╄⿁眷氳䔅ꛖす겜ⶭ奃篑87%ն ⮇┘⺱㎁㳄洇 •㏇ⷅ䈲㶻重◘յ嫿㎁յ⽰虜䏱㳒ꪫ鼨䎷㞧⽰〢㞧◲⿁㶗╙槖ꛖն攑⮷佭㏇嫿 •뀐全重◘寕顠縖⢏撕〢㞧⪭ꛖす겜ⶭ奃飃鲋40%ն鲹┉飊ⲡ辑伺뀐全重◘寕 ㎁ꪫ鼨䎷㞧氳䄬㏜♷겜篑ⶭ40%⹛何嫿㎁寕顠縖㵒ꪫ鼨㞧㳋氳냖䈲⪩嫱ն 顠縖催⡯⺸◇鵠鲋〢鼨䎷㞧全㷤炐╄☕곽劲⽰紇╜ն •飉寕顠縖⮟催ⱶꄆ鈼ⷒ㞧⽰缠罍䥉杼☽♜催⡯⺸◇顔▝ⷒ㞧榫⿁ն •㏇亍ⱶ㐕紇㳋䄄佭僄槖ꛖ氳⿁眷⪭埠佭ꪫ鼨䎷㞧ն .% .% .%.% .%.% ⽴ⱶ㐕 .% .% .%.%.% 뀐全重◘ .% ⷅ䈲㶻重◘ .% . .% .% % .%.% 虜䏱㳒 .% .% .%.% 嫿㎁ .%.% 紇㞧篱⮇䄬㏜ 〢㞧ⷒ㞧榫⿁ꪫ鼨䎷㞧紇㳋䄄浍㞧紇榻┚䧗榻䥉杼 ┱◘䎷㞧-TOP⿁撿 .% .% .% .% .% .% .% .% .% .% TOP⿁撿䄬㏜♷겜 MakeOver Focallure ⷅ㶻 ╈㎁ ⷅ㶻ⷅ㶻յ뀐全重◘ BiodermaBLACKROUGEWardahCocoonMaybellineL'OrealParisLaRochePosayO.Two.OMakeOverFocallure Wardahⷅ㶻ⷅ㶻յ뀐全重◘ Maybelline L'OrealParis 紇㎁ 嫏㎁ 飉յⷅ㶻 ⷅ㶻 䪷⺳ ⿁撿 ⸊◲㎁ 槖ꛖ㎁㳄 Bioderma 嫏㎁ 飉 BLACKROUGE ꮑ㎁ 飉 Cocoon紇㎁飉 LaRochePosay O.Two.O 嫏㎁ ╈㎁ 飉յⷅ㶻虜䏱㳒յⷅ㶻 •┉◙湳⺳氳㎁ꡮ縏撿㞝BiodermaյMaybellineյL'OrealParis璡㏇┱◘僗鰏냖氳䄬㏜阡⺎䈲ն◘孙⿁撿█㏇䄬㏜╈ⶭ䩺┉䅫╯㏐⪭╈╈ TMO嬼㴕: •㏇儗僖⿁撿槖ꛖ唚╈嫏㎁⿁撿Bioderma佭院颂鷺氳⫦⫠⿁撿⪭ⷒ㞧姢㏇┱◘㏐䇯埢鲜ն碧꣮⪭⺵氳佭全舅ꮑ㎁氳BLACKROUGE⽰全舅 ㎁⿁撿O.Two.O⽰虜뛉⩎Focallure辑朆荈㏇槖ꛖ唚╈⮇⮷⛤⮜瑭⪚⽰瑭ⶇ⺳ն ⷅ㶻氳Wardahն⡬䐂嫱䙬氳佭ⷅ㶻⿁撿Wardah佭院㎁꺙㳄牻事冷阡阾㞧⿁⪝┥嫱◇榟◲瑞⺭牻事冷寕顠縖㲄䷸姳氳䎷㞧◲⿁⺱休嫱 ꄆ䣒鵲䇗鰇յ炙◬⽰休㶉氳⿁撿䎬霅ն鲹◙㍕碜✳䐂Wardah㏇☕⚜㛢氳牻事冷㎁㳄㞝ⷅ㶻⽰뀐全重◘藜䐂▽䇯嫚氳䄬㏜阡⺎⽰⪩嫱ն ┱◘䎷㞧-䧝㎁㳄/㏐氳TOP⿁撿 ⷅ㶻 MakeOverⷅ㶻.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 Maybelline紇㎁.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 Bioderma嫏㎁.% 飉 BLACKROUGEꮑ㎁.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 LaGlace嫿㎁.% 嫿㎁ 4U2嫿㎁.% Wardahⷅ㶻.% Cocoon紇㎁.% Maybelline紇㎁.% 䔅阞.% 䔅阞.% 䔅阞.% 虜䏱㳒 O.Two.O╈㎁.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 SaceLady╈㎁.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 Wardahⷅ㶻.% 뀐全重◘ 3CEꮑ㎁.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 Skintificⷅ㶻.% ⽴ⱶ㐕 3CEꮑ㎁.% Focallure╈㎁.% Mistine嫿㎁.% TIRTIRꮑ㎁.% 䔅阞.% 䔅阞.% 䔅阞.% ┱◘䎷㞧-♯劲ꠑ ⷅ㶻䧝♯劲葶㍴⽰㎁㳄/㏐垫⮇氳┱◘紇㞧䄬㏜ꛖす겜 - - - - ♯- - ㍴- 葶劲- ( ⩕- 紇- ) - - 뀐全重◘虜䏱㳒⽴ⱶ㐕嫿㎁ %%%%%%%%%%.%%%%% 飉 %%% ⪠㎁ %.%% 㶩┱◘⪠㎁䔅⛮縡銨5-10紇⩕氳䎷㞧◲⿁僄槖ꛖ⮡鵲▽鲤35%氳ꛖす겜⪭埠佭2-5紇⩕氳◲⿁◲榟▽篑25%氳ꛖす겜ն ┘⺱㎁㳄寕顠縖㵒䎷㞧◲⿁氳♯劲䷨䚊䈲┘⺱ •ⷅ㶻յ뀐全重◘⽰虜䏱㳒寕顠縖催⡯⺸◇顔▝♯劲⛦䉸氳◲⿁2-10紇⩕氳◲⿁ꛖす겜僄냖㏰◲榟▽篑50%氳ꛖす겜ն •㏇嫿㎁⽰飉僄槖ꛖ氳䎷㞧◲⿁♯劲ꠑ╈㏇5-10紇⩕╯ꠑն •亍ⱶ㐕寕顠縖㵒╈璡⽰냖珸♯⛤氳䎷㞧◲⿁䫙䈲鰏냖ն♯㏇50紇⩕♔┕氳◲⿁█◲榟▽鲤20%氳ꛖす겜ն 〢㞧 ⽴ⱶ㐕┱◘⺨㎁氳䄬㏜♷겜 .% 虜䏱㳒 〢㞧 .% 嫿㎁ .% 뀐全重◘ .% ⷅ䈲㶻重◘ .% 〢㞧-䄬㏜鈺嘗 飉 .% TMO嬼㴕: •☳⺨㎁〢㞧氳䄬㏜♷겜洇ⷅ㶻㏇Shopee⽰Lazada䇖⺐氳ꛖす겜ⶭ奃僄냖ⶭ┱◘䄬 ㏜䔅ꛖす겜氳37.0%⪭埠佭飉32.9%ն .% .% .% ⷅ䈲㶻重◘ .% .% 飉 .% 〢㞧-篱⮇䄬㏜ TMO嬼㴕: ☳篱⮇⿁眷洇篍佭僄┱◘寕顠縖埢鲜氳⿁眷ն ⮇┘⺱㎁㳄洇 •㏇飉յⷅ㶻յ嫿㎁յ♔⹖뀐全重◘篍ⶭ䩺▽〢㞧䄬㏜氳╚金♷겜ն •虜䏱㳒⽰亍ⱶ㐕寕顠縖⮟催嫱ꄆ〢㞧氳⮡⽴⽰╄䓪舅抆鰇沜氳〢䎷/ 㶗⪭㏇飉⽰뀐全重◘篍氳䄬㏜♷겜㏰飃鲋▽70%ն 〢鼨刌荈尔催╙槖ꛖն .% .% .% .% .% ⽴ⱶ㐕 .% .% .% 뀐全重◘ .% .% .% 虜䏱㳒 .% .% .% 嫿㎁ .% 〢㞧篱⮇䄬㏜ 篍〢䎷/〢鼨刌荈尔⪭☽ 〢㞧-TOP⿁撿 TOP⿁撿䄬㏜♷겜 .% .% .% .% .% .% .% .% .% .% BLACKROUGEWardahMaybellineHanasui3CEImploraMakeOverrom&ndFocallureO.Two.O Maybelline紇㎁ 3CE Implora ꮑ㎁ ⷅ㶻 MakeOver ⷅ㶻 䪷⺳ ⿁撿 䢦㷯㎁㳄 BLACKROUGE ꮑ㎁ Wardah ⷅ㶻 Hanasuiⷅ㶻 Romand FocallureO.Two.O ꮑ㎁ ╈㎁ ╈㎁ TMO嬼㴕: •〢㞧䄬㏜⿁撿╈䈲注㵒鰏냖◘孙⿁撿珒◂ⱱ鰏䍠ն⿁撿槖ꛖ唚╈◘孙⿁撿⪦ⶭ䩺▽9╄䅫⛤ն⪭╈全舅ꮑ㎁氳BLACKROUGE♔飃鲋10%氳 •╈㎁⿁撿㏇〢㞧겅㓊█僗┘发氳ꛖす䡗簔⿁撿虜뛉⩎Focallure⽰O.Two.O㏰鲽⪍▽槖ꛖ唚ն虜뛉⩎舅2016䇗⮡环䋯㡏颦䇖♯饟篪Ꙟ 䄬㏜♷겜䪷⺳瑭┉䪷⺳瑭◅⽰瑭└氳⿁撿佭全舅ⷅ㶻氳Wardah(9.5%)⽰全舅紇㎁氳Maybelline(.%)ն 㵒┘⺱┱◘㎁㳄氳寕顠☕紮▊䘱յ罍荈յ㲄䷸⟔♣璡全榟◲席餉☽♜姳氳◲⿁篾⺭儗㎻鲡蛈瓀樋鳀簘㛢䇗氨⪍┱◘䄬㏜饖㗟榾ら䎷㞧 ⿁撿槖ꛖ唚ն 〢㞧-䧝㎁㳄/㏐氳TOP⿁撿 ⷅ㶻 Hanasuiⷅ㶻.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 Maybelline紇㎁.% 䪷⺳TOP⿁撿䢦㷯㎁㳄䄬㏜♷겜 BLACKROUGEꮑ㎁.% 飉
