金吾财讯 | 中信证券表示，日本化妆品百年发展中经济与需求演替伴随前行，80年代前经济高增加速行业扩容，80年代后行业降速、需求特征孕育结构性机遇，其中：①产品价格分化，高端需求长期平稳，大众品性价比提升催生功效妆品；②渠道受性价比驱动演变，药妆店以药带货实现低价胜出。当前，我国化妆品市场环境与日本1980s后存在一定相似性，市场规模同样进入稳增长阶段，且在消费者偏好、产品定位端表现出与日本相似的性价比、功效护肤特征。但我国化妆品市场格局与日本存在显著差异，头部市场长期由外资品牌主导；而国货品牌更加匹配当前消费者对质价比、功效护肤的需求，有望在竞争格局维度受益于市场需求的变化。
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