新质生产力助力中国彩妆跨境电商直播出海研究  

Research on New Quality Productivity Supporting the Overseas Expansion of China's Cosmetics Cross-Border E-Commerce Live Streaming

作　　者：赵珺馨 万正发 Zhao Junxin;Wan Zhengfa(School of Foreign Languages,Hunan University of Humanities,Science and Technology,Loudi,Hunan 417000)

机构地区：[1]湖南人文科技学院外国语学院,湖南娄底417000

出　　处：《中国商论》2024年第20期43-46,共4页China Journal of Commerce

基　　金：教育部产学合作协同育人项目“跨境电商直播虚拟仿真实训基地建设”(231101049232149);2024年度湖南省大学生创新训练计划项目“‘三高四新’战略下湖南省跨境电商发展调查与优化研究——基于新质生产力驱动视角”;湖南人文科技学院教学改革项目“校企共育跨境电商英语直播人才培养研究”(RKJGY2416)。

摘　　要：在欧美彩妆巨头占据主流的背景下,本土研发的中国彩妆产品逐渐赢得年轻一代消费者的青睐。中国彩妆以高性价比和中国风个性设计脱颖而出,并试图进入东南亚市场,赶超世界名牌潮流。然而,目前中国彩妆仍面临低质价廉、创新乏力、品牌效应不足等问题。本文以Shopee平台及其自带的直播功能Shopee Live为例,对中国彩妆如何运用新质生产力解决困境、实现转型进行探索和剖析。结合本土化妆品品牌本身的特点和优势,中国彩妆应借跨境电商直播的新质生产力,在东南亚市场开拓出一条高质量发展之路。Against the backdrop of European and American makeup giants dominating the market,locally developed Chinese cosmetics are gradually gaining favor among young consumers.Chinese cosmetics stand out for their high cost-performance ratio and unique Chinese-style designs,aiming to enter the Southeast Asian market and catch up with global trends.However,the Chinese cosmetics industry currently faces issues such as low quality and cheap pricing,lack of innovation,and insufficient brand effectiveness.This article examines and analyzes how Chinese cosmetics employ new quality productive forces to overcome challenges and achieve transformation using the Shopee platform and its integrated livestream,Shopee Live,as an example.It is proposed that Chinese cosmetics could take use of the increased productive force of cross-border livestream commerce to forge a high-quality development path in the Southeast Asian market by fusing the qualities and benefits of local cosmetics brands.

关 键 词：中国彩妆 跨境电商直播 新质生产力 消费经济 彩妆经济 

分 类 号：F274[经济管理—企业管理]