化粧保養品產業之現況分析及未來創新商業模式之研究

Abstract

當今全球的化粧保養品市場超過1600億美金，平均年成長率約為7％，包含的產品範圍從一般化粧品、皮膚和頭髮照護用品、香水、醫學美容產品、塑身產品等等從日常生活到奢侈的時尚產品都有，產品內容並且還在不斷的隨科技的進步以及生活形態的改變而日新月異。新興國家化粧保養品產業的年成長率平均高達12~15%，即使像美國這樣的成熟國家，其國民花在化粧保養品的花費總值卻還比教育多，事實上這是一個自從二次世界大戰以後就一直欣欣向榮的產業。 在台灣，國內的化粧保養品產業面臨著無自我品牌、市場小、研發能力弱因此傳統的化粧品工廠逐漸式微的局面。但是最近幾年來隨著國民經濟力的崛起、科技的進步與保養概念的質變，國內出現許多異業轉型發展化粧保養品，然而可說得上成功並站上國際舞台的卻還沒有。要能夠在商業上成功獲利的話，必須瞭解產業的發展現況和機會所在，找出可以獲利的新商業模式。本研究因此先對產業內國內外典型公司的現況做一個分析，分析其成功或失敗的原因。另外則從台灣投入此產業的廠商和消費者的需求調查中，瞭解新成立的化粧保養品事業要在新的市場競爭中取得有利的獲利契機，應如何在經營創新和產品創新的兩個層面努力。 本研究由國內外的案例分析、獲利模式探討以及未來產業趨勢的預測上，嘗試提出化粧保養品事業創新的商業模式架構。本研究所提出的這個創新的商業模式主要是以中國免宣傳就廣為世人所熟知的中草藥以及漢方醫學為核心，切入美容醫學產品的藥粧品新領域。具體的來說就是以特殊地區性的資源和知識為核心技術，創造產業價值鏈裡有利基市場段的附加價值。這樣定位的好處是可以自行掌握及開發關鍵技術而不受國際大廠箝制，若能搭配滿足消費者的需求和實證科學的驗證則對於市場端將具有相當的吸引力。這樣的創新商業模式是定位在提供具有獨特專利與難以取代的功能配方與產品組合的皮膚美容醫學產品，在開始時重視創新的產品開發和商品化的時效，並以小量測試市場規模，之後則以品質、量化和成本優勢締造成長和獲利。

The cosmetic industry, which encompasses make-up, skin and hair care, fragrances, cosmetic surgery, and body shaping products ranging from daily toiletry to luxury fashions, is growing at an average of 7% per year with current global market of $ 160 billion. The growth rates of the cosmetic industry are even higher in emerging countries which come up to 12~15%. Just imagine that the Americans spend more each year on beauty than they do on education, one realizes the amazing development of this industry ever since the World War II. The traditional cosmetic industry in Taiwan has long been suffered from no branding, small market and weak R&D capability thus faces difficulties in survival. However, with the increasing power of purchasing, technology progress, and the conceptual changes in personal care, more and more new transformers are entering this industry. Nevertheless, none seems to be successful in terms of making good profits or being internationally well recognized. To be commercially profitable, new business entities must look into the characteristics and current market players and be aware of their positions. Therefore, it is the purpose of this thesis to analyze the key success (or failure) factors of interested companies and future trends based on customer needs to propose a feasible new business model. The proposed business model in this study is to create add-on value along the value chain of the industry based on the particular regional resources and knowledge of Chinese herbals and medicine. This evidence-based core tech may bypass the vast patent territories claimed by international big competitors and becomes an important platform for regional cosmetic industrial players. It may also attract certain group of loyal customers and develop brands. This innovative business model characterizes itself by unique functional formulation and product portfolios. This study also covers model investigation for new cosmetic business to gain profits and the strategies of how.