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寻求完美融合：C-beauty对K-beauty的挑战不容小觑

更低的价格、快速的产品发布和强大的社交媒体策略，共同推动了中国化妆品和护肤品牌在东南亚的增长

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Tan Nai Lun

Tan Nai Lun

Published Fri, Feb 20, 2026 · 02:00 PM
    • 东南亚的年轻人口和不断增长的可支配收入，使该地区成为中国美妆品牌寻求海外扩张的黄金市场。
    • 东南亚的年轻人口和不断增长的可支配收入，使该地区成为中国美妆品牌寻求海外扩张的黄金市场。 图片来源：HYRIE RAHMAT, BT, AI协助

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    [新加坡] 30岁的公务员 Aurelia Teo 曾是韩国美妆产品的忠实用户，但如今她的选择已扩展至价格更亲民的中国品牌——而且她远非个例。

    “我过去对韩妆相当忠诚，但随着我对护肤成分了解的加深，我意识到不同国家各有专长，因此我开始更开放地尝试其他品牌，”Teo 说道。她于2023年首次尝试中国产品。

    近年来，以数字为先的营销策略帮助中国美妆产业（简称C-beauty）获得了发展动力，尤其是在东南亚地区。

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