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2020進口消費新變:養生走向“快消化”,海外名人品牌崛起 China 2020 New changes in import consumption: health to

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點擊次數:1151 更新時間:2021年01月08日11:09:58 打印此頁 關閉
2020年,疫情改變著人們的生活態度與方式,國內消費新場景與新需求不斷涌現,“進口消費生態”是感知與體察這些變化的重要切面之一。
In 2020, the epidemic is changing people's attitude and way of life, and new scenes and demands for domestic consumption are constantly emerging. "import consumption ecology" is one of the important aspects to perceive and observe these changes.

12月31日,天貓國際發布年度進口消費新趨勢:養生快消化、育兒式養寵、院線級美容、小眾新風潮、名人品牌崛起。
On December 31, Tmall international released the new trend of annual import consumption: health fast digestion, parenting style pet raising, cinema level beauty, new trend of niche, rise of celebrity brands.

過去一年疫情沒有阻止海外品牌入華的腳步,率先從疫情中恢復的中國市場,成為它們積極尋求新增長、開拓新品類、發布新產品的主陣地。數據顯示,天貓國際進口新品首發數量同比增長130%,4月以來海外新品牌入駐同比增速125%。
In the past year, the epidemic has not stopped overseas brands from entering China. The Chinese market, which was the first to recover from the epidemic, has become the main place for them to actively seek new growth, explore new categories and release new products. Data shows that the number of Tmall international imported new products has increased by 130% year on year, and the number of overseas new brands has increased by 125% year on year since April.

這一年,人們自我關愛的意識被重新激發,新興消費者對“健康”與“美麗”的追求,讓養生走向“快消化”。進口食品、美妝、保健等領域,新概念、新形態產品層出不窮,以“人造肉”“植物奶”為代表的植物基輕食走上餐桌;保健產品劑型零食化,維生素、褪黑素、魚油紛紛做成軟糖;玻尿酸、煙酰胺等美容成分也能口服食用。
In this year, people's awareness of self-care was re-stimulated, and new consumers' pursuit of "health" and "beauty" made health care move toward "fast digestion". In the fields of imported food, beauty cosmetics and health care, new concepts and new forms of products emerge one after another. Plant-based light food, represented by "artificial meat" and "plant milk", has come to the table. Health product dosage form snacks, vitamins, melatonin, fish oil have been made into soft candy; Cosmetic ingredients such as hyaluronic acid and nicotinamide can also be taken orally.

居家提供陪伴的寵物,也在疫情下獲得鏟屎官更多的關愛,寵物消費延續人類消費升級軌跡持續進階。啤酒、礦泉水、蛋糕等進口寵物新興零食,眼部精華、護耳凝膠等功能細分的寵物美妝,舒緩情緒的寵物音響、寵物智能廁所等興起,養寵堪比“育兒”般精細。
Pets that provide companions at home also get more care from the owners under the epidemic. Pet consumption continues the upgrading track of human consumption. Beer, mineral water, cake and other imported pet snacks, eye essence, ear gel and other functions subdivided pet beauty makeup, soothing pet audio, pet smart toilet and other emerging, pet pet care is just like "child care" fine.

全球疫情以及出境游熔斷下,中國消費者對院線美容的需求加速線上化,加上海外院線遭遇游客減少、原產國銷售下滑的困境,院線品牌加速來中國拓銷。以專業院線背景的涂抹面膜、醫美級美容儀為代表的“院線美容”迎來一輪新機遇。過去一年,天貓國際院線美容產品成交額同比增長超200%。
Due to the global epidemic and the ban on outbound tourism, Chinese consumers' demand for beauty products in cinemas is accelerating to become online. In addition, overseas cinemas are suffering from the plight of fewer tourists and declining sales in their countries of origin, so the popularity of cinema brands in China is accelerating. The "hospital line beauty" represented by facial mask applied with professional hospital line background and medical beauty instrument ushered in a new round of opportunities. In the past year, Tmall international cinema line beauty products turnover increased by more than 200% year on year.

出不了國,海淘小眾特色商品、小眾國家商品的需求開始增強。商品方面,“小眾香”成為年輕一代個性表達、打造人設的一個重要載體,比大牌更香;“小眾奶”成為進口飲品消費新寵,新西蘭羊奶、迪拜駱駝奶熱銷;向往出游的愿望轉化為了購買小眾國家特色商品的熱情,今年國慶黃金周,冰島護膚品、古巴香水、丹麥魚油、希臘酸奶面膜等飛行時長超過10小時的北歐及南美國家商品備受歡迎。
Can not go out of the country, overseas online shopping small niche characteristic goods, the demand for goods of small minority countries began to increase. In terms of commodities, "niche fragrance" has become an important carrier for the young generation to express their personality and build their own products, which is more fragrant than big brands. "Niche milk" has become a new favorite of imported drinks. Sheep's milk from New Zealand and camel's milk from Dubai are hot sellers. The desire to travel has been transformed into the enthusiasm to buy special products from minority countries. During this year's National Day golden week, products from Nordic and South American countries, such as Icelandic skin care products, Cuban perfume, Danish fish oil, and Greek yogurt masks, which last for more than 10 hours, are very popular.

為滿足“小眾新風潮”對限量個性商品的需求,天貓國際在9月正式升級跨境直郵業務“海外直購”,同時,聯合菜鳥開通中歐首條跨境直郵“香水航線”,為小眾香水提供更便捷的跨境物流方案。
In order to meet the demand of "new trend of niche" for limited personalized products, Tmall international officially upgraded its cross-border direct mail service "overseas direct purchase" in September. Meanwhile, cainiao launched the first cross-border direct mail "perfume route" between China and cainiao, providing a more convenient cross-border logistics solution for niche perfumes.

此外,海外明星、博主創立的個人品牌,2020年積極通過跨境電商進入中國市場,并憑借極強的個人影響力和風格吸引大批追隨者。繼蕾哈娜、金·卡戴珊后,今年維多利亞·貝克漢姆、泰勒·斯威夫特、湖人隊傳奇球星“魔術師”約翰遜等,也紛紛在天貓國際開店、發新品;INS知名美妝博主Huda Beauty、英國知名彩妝師Charlotte Tilbury等眾多博主同名彩妝在中國走紅。
In addition, personal brands created by overseas stars and bloggers will actively enter the Chinese market through cross-border e-commerce in 2020 and attract a large number of followers with their strong personal influence and style. Following rihanna and Kim kardashian, Victoria Beckham, Taylor swift, and lakers legend magic Johnson have all opened stores and launched new products at Tmall. Instagram's famous Beauty blogger Huda Beauty and British make-up artist Charlotte Tilbury are among many bloggers with the same name who have become popular in China.
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