新概念雙語：韓劇火爆 中國年輕女性迷戀其化妝品

At the South Korean beauty store Innisfree in the We Life shopping mall in Beijing’s Chaoyang district， a group of college girls with blushed cheeks and tinted pink lips try on different cosmetics in front of a mirror.

在北京朝陽區(qū)未來商場的韓國化妝品牌悅詩風(fēng)吟的門店里，一群面頰緋紅，嘴唇紅潤的女大學(xué)生正在鏡子前試用各種彩妝品。

The group is a part of an increasing number of beauty-conscious Chinese women who are developing an appetite for South Korean cosmetics because of their innovative products， cute packaging and competitive price ranges.

這一群體是中國越來越多具有愛美意識(shí)女性的一部分，她們因韓國化妝品的創(chuàng)新產(chǎn)品，可愛包裝和便宜價(jià)格而對(duì)其青睞有加。

“I like them because they are well priced， beautifully packaged and are of good quality，” Peng Weizhu， a public relations officer in her early 20s and working in Beijing， said. “Besides， they are suitable for Asian people’s skin， especially the color and texture of their foundations.”

“我喜歡它們是因?yàn)樗鼈儍r(jià)格實(shí)惠，包裝精美，品質(zhì)上乘，”彭魏，一位在北京工作的20出頭的公關(guān)人員說，“此外，它們適合亞洲人的皮膚，尤其是粉底的顏色和質(zhì)地。”

Already， there are seven large South Korean cosmetics manufacturers doing business in China， with 25 of their beauty brands available in online and offline stores. This newfound interest for skincare is generating bumper earnings for South Korea’s beauty industry.

目前，有七家大型韓國化妝品生產(chǎn)商在中國經(jīng)營業(yè)務(wù)，總共25個(gè)美容品牌享有線上和線下專賣店。這種新興的護(hù)膚品的興趣正在為韓國的美容行業(yè)創(chuàng)造豐厚的利潤。

Cosmetics producer LG Household & Healthcare， owner of the Face Shop brand， is anticipating strong growth here this year.

化妝品生產(chǎn)商，菲詩小鋪品牌的所有者LG家用保健公司，今年在中國有著較強(qiáng)的銷售額增長預(yù)期。

“Our company expects annual sales from China to increase by 50 percent in 2015 from 121.1 billion South Korean won ($141.46 million) last year，” Park Hee-jung a press representative at LG H&H， said.

LG新聞代表樸熙君表示：“我們公司希望2015年在中國的年度銷售從去年的一千二百多億韓元(一億四千多美元)增長百分之五十。”

Other companies are just as bullish. Amore Pacific Group， South Korea’s leading personal care firm， “expects China to contribute 28 percent of the company’s global sales by 2020 from the current 10 percent”， according to Ji Huilin， the company’s public relations officer.

其他公司也同樣看好。愛茉莉太平洋集團(tuán)，韓國領(lǐng)先的個(gè)人護(hù)理公司的公共關(guān)系主任季惠臨則表示，“預(yù)計(jì)到2020年，中國銷售額在公司全球銷售額中所占比例將從目前的10%增長到28%。”

In the first quarter of this year， Amore Pacific generated revenues of 3.4 billion yuan ($535.4 million) from China， Mintel Group Ltd， a market research firm in the United Kingdom， reported.

根據(jù)一家英國市場調(diào)研公司敏特公司報(bào)道，今年的第一季度，愛茉莉太平洋集團(tuán)在中國收益三十四億元(五億三千五百多萬美元)。

China has become the largest destination for South Korean cosmetics. South Korea exported $370.8 million worth of cosmetics in the first seven months of this year， an increase of 250.6 percent compared to the same period in 2014， according to the Korean International Trade Association.

中國已成為韓國化妝品的最大目的地。根據(jù)韓國國際貿(mào)易協(xié)會(huì)，今年前七個(gè)月，韓國向中國出口價(jià)值三億七千多萬美元的化妝品，較2014年同比增長250.6%。

Arthur Chang， chairman of Chinese skincare e-commerce retailer and distributor U-Cosmetics， said that demand is so strong that his company sells one South Korean beauty product every 18 seconds. This rapid surge has encouraged South Korean companies to establish production bases in China to ensure supply and shorten delivery times.

據(jù)中國護(hù)膚品電子商務(wù)經(jīng)銷商u-cosmetics的主席張亞瑟分析，中國市場韓國化妝品的需求非常強(qiáng)烈，他的公司每18秒就銷售一件韓國美容產(chǎn)品。這一快速的激增促使韓國企業(yè)在中國建立生產(chǎn)基地，以確保供應(yīng)和縮短交貨時(shí)間。

“Korean cosmetic brands will increasingly localize along the value chain to further improve their positioning in China，” Vera Li， a Shanghai-based analyst at market research firm Deloitte Touche Tohmatsu Ltd， said. “Many of the companies are already beginning to shift manufacturing to China to lower costs and enhance logistic efficiency.”

“韓國化妝品品牌將沿價(jià)值鏈越來越本地化，并進(jìn)一步完善其在中國的定位，” 李維拉，一個(gè)上海市場調(diào)研公司德勤公司的分析師說，“許多公司已經(jīng)開始將生產(chǎn)轉(zhuǎn)移到中國，以降低成本并提高物流效率。”

To reflect this， Amore Pacific set up in Shanghai last year its largest overseas manufacturing base and logistics center in China with a capacity to produce 100 million products every year.

相應(yīng)的，去年，愛茉莉太平洋集團(tuán)在上海設(shè)立其在中國最大的海外生產(chǎn)基地和物流中心，該基地每年能生產(chǎn)1億件產(chǎn)品。

Fueling this booming sector in the country is the new generation of trendy customers. South Korean manufacturers have been quick to target consumers in the 20s to 30s age group， especially college students.

助長中國這一蓬勃發(fā)展的行業(yè)的是新一代的新潮客戶。韓國廠商已經(jīng)迅速將消費(fèi)群體定位到2、30歲的年齡段，尤其是大學(xué)生。

This is a segment of the population that is extremely passionate about South Korean pop culture. These beauty brands have quickly expanded their presence here on the back of the Korean Wave， a cultural phenomenon related to the popularity of the country’s soap operas， movies and K-pop.

這是一群非常熱愛韓國流行文化的人。憑借著依靠韓國偶像劇，電影和流行樂的普及而帶來的韓流文化影響，這些美妝品牌迅速擴(kuò)大他們的存在感。

The marketing strategy of these brands relies on celebrity endorsement and product placements in popular TV dramas， especially since young Chinese women are increasingly using South Korean stars as beauty role models.

這些品牌的營銷策略依賴于明星代言和電視劇中植入的廣告，主要因?yàn)槟贻p的中國女性越來越多地使用韓國明星作為美容偶像。

“There was an enormous supply shortage of coral red color lipsticks in China when the South Korean series My Love from the Star， starring Jun Ji-hyun， stirred up a craze for wearing coral red lipstick in the show，” Li， of Deloitte， said.

李薇拉說;“當(dāng)全智賢主演的電視劇《來自星星的你》掀起了珊瑚紅唇膏的熱潮后，中國的珊瑚紅唇膏缺貨十分嚴(yán)重。”

South Korean cosmetics manufacturers are also heavily investing in sales channels to keep up with demand. The trend is now for these brands to set up their own speciality stores in shopping malls to attract consumers.

韓國化妝品生產(chǎn)商也在銷售渠道上大量投資，以跟上需求�，F(xiàn)在的趨勢(shì)是，這些品牌在商場上建立自己的專賣店，以吸引消費(fèi)者。

“The single-brand store format is meeting the demand of the new generation， who are looking for niche， professional， personalized products that fit their lifestyle，” Chen Wenwen， senior beauty analyst at Mintel China， said.

“單品牌專賣店的格式滿足了新一代的需求，這些人尋找與他們生活方式的相符的，合適的，專業(yè)化，個(gè)性化的產(chǎn)品。”陳雯雯，敏特中國高級(jí)美容分析師做了如此分析。