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药妆产品自问世以来便以特殊的医学护肤功效,顺应了市场的需求,满足了消费者的观念。在中国市场上,其销售额年增长率达到欧美市场的两倍,但其品牌的竞争远未达到垄断阶段。因此,国内众多相关企业开始重视药妆市场,试图与国际药妆品牌互补,以谋求自身新的战略发展道路。本文基于全球药妆的诸多特点,尤其是中国药妆市场的发展趋势和主要表现,提出中国医药行业发展药妆市场面临的机遇与挑战,为中国相关行业的发展提出一些针对性的见解。
Cosmetic products since its inception will be a special medical skin care efficacy, conform to the needs of the market to meet the consumer’s concept. In the Chinese market, its annual sales growth rate reached twice the market in Europe and the United States, but its brand competition is far from monopolistic stage. Therefore, many domestic enterprises began to attach importance to the cosmeceutical market, trying to complement the international cosmeceutical brands in order to seek their own new strategic development. Based on the characteristics of global cosmeceuticals, especially the development trends and main manifestations of the cosmeceutical market in China, this paper presents the opportunities and challenges the Chinese pharmaceutical industry faces in developing the cosmeceutical market and puts forward some pertinent views for the development of related industries in China.