C-Beauty出海踢鐵板？毛戈平香港首店開幕兩月，冷清夜晚敲響警鐘
中國高端彩妝品牌毛戈平(MAOGEPING)在香港的首家分店業績似乎不如預期。本文分析C-Beauty品牌在拓展海外市場時所面臨的共同挑戰與未來前景。
中國美妝品牌出海之路，恐怕並非一片坦途。中國高端彩妝品牌「毛戈平（MAOGEPING）」在香港開設首家海外分店約兩個月後，近期一個平日夜晚，店內卻顯得門可羅雀。這不僅反映了毛戈平自身的窘境，更凸顯了整個「C-Beauty」大軍在拓展海外市場時所面臨的嚴峻挑戰。
尖沙咀的冷清夜晚
這家位於香港尖沙咀海港城的門市，入口處標誌性的扇形口紅牆依然醒目，但華麗的裝潢與稀少的顧客形成了鮮明對比。高調進駐黃金地段，顯然未能立即轉化為理想的銷售業績，為品牌的海外征途蒙上了一層陰影。
事實上，毛戈平的遭遇並非個案。許多在中國大陸市場叱咤風雲的C-Beauty品牌，一旦踏出國門，便發現在建立品牌知名度、應對激烈競爭以及迎合當地消費者偏好等方面，都面臨著一場硬仗。
中國美妝的「出海困境」
C-Beauty的全球化之路可謂舉步維艱。首先，它們必須與早已在國際市場根深蒂固的歐美、日韓巨頭短兵相接。其次，過往在中國賴以成功的社群行銷模式，例如依賴KOL（關鍵意見領袖）帶貨，在文化背景和網路生態迥異的海外市場，效果可能大打折扣。
香港市場雖是許多中國品牌走向國際的「試金石」，但同時也是全球競爭最白熱化的戰場之一。在此地的初步失利，無疑是對所有懷抱全球夢的C-Beauty品牌敲響了一記警鐘。
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