[̳ ڽƽ Ʈ (4)] NMPA ȵ û ǰ, ϰ ǥؾ
[ڽڸƴ Լ] ߱ ϱ ߰ õ ̾ ִ. ڽ Ȱϰ ִ Լ ߱ ()ȭǰѰ(ܡ(߾)妆) ǥ '̳ ڽƽ Ʈ' ø Ѵ. ̹ ø ߱ ȭǰ Ȳ ̽ ߱ ȭǰ 忡 ϰ , ȭǰ 谡 ؾ ߱ ϰ Ȱ . ȭǰ ݵ Ÿ Ѿ 强 غϴ ȸ DZ⸦ Ѵ. <> ֱ ߱ ū ο NMPAýۿ ȵ(㰡) û ̴. ǰ Ͽ ° зڵ带 οϰ ڷḦ ؾ Ѵ. ܻڿ ǥǴ ڷ ӻ Ǵ ǰ ϱ ݵ Ȯϴ . ̾ 귣 ̺(LVMH) ̾ Ұ(BVLGARI) ¡(东) 귣 ߴ. Ұ 3 ÷ ڻŷ Ʈʽ ü ó̴. ¡ ߱ ¶ ÷ ѱ ڸ 11 GϿ ̺, Ұ 귣 Ͱ ̴. ΰ Ǻ 귣 ƺ(Avène) (抖, tiktok) ü̺Ʈ ߴ. ¶ ¶ O2O ̴. ߱ ÷ Ƽ ι ̽ ÷ ȫ(红书) ġ ռ 귣 θǵ 켱ϴ ̴. ϰ ִ ÷ ̰ ִ ˾ƺ. ڱ̰ ȿ Һڿ ϱ Ȥ ùٸ ȭǰ ʷѴ. NMPAκ ɹ ȭǰ ȸ , ġ ϰ Ѵ ؼ Һڵ ϰ . κ ȭ ̰ ϴ ȭǰ ؾ ̴. # ǰ, ǥǴ ȿ Ǵ NMPA ¶ Ʈ ǽð ȵ(㰡) ϷǴ Ȯ ִµ ֱ ű ȵ ʴ´. 2021 5 1 ο 䱸 µ ǰ ܻ ǥ ȿ Ͽ зڵ带 οϰ ڷḦ ϴ Ϳ Ǵ δ. ϴ ޡ ǥ ȿ ϸ ֻ ڷ ü ӻ 衯 ڷᰡ 䱸ȴ. ̳ û ͷ ü ִµ ü ӻ ϰ Ǹ ȵ 뺸ٵ ϰ ȴ. ȿɿ 䱸Ǵ ڷ üӻ衯 Һڻ衯 衯 ᵥ̴͡. ڷḦ ϴ ⼭ ȵ Ʈʿ ϴ . ǰ ÿ ռ ǰȹ ܰ迡 ̸ üũؾ ߱ ǰ ٽ ϴ ŷο ִ. ǰ ǥ ȿ 26 з ο ȿ ȿɡ ǥ ϰ 26 з . , , ̹, ڿܼ , Ż, 帧 , , (), û, ũ , , ̿(ȭ ȭ Ű ȸǴ ), , , ָ, ź, (), Ʈ, , , ɾ, , , ÷ ɾ, , 鵵 . ǥ ȿ ߽ , , ǰ , зڵ带 οѴ. ũ зڵ 11-05-03-10-02 ǥǸ ڵ带 ǰ 並 ˰ ȴ(1). # ȭǰ ÷ ȿϱ? (抖, tiktok) vs ̼(, kuaishou) 츮 Ʃ긦 ӵ ϴ ó ߱ ÷ ⼼ ̻ . ÷ δ ΰ ̼ε īװ ̰ ִ. ȭǰ ÷ ȿ ұ? ̺ ȭǰ Ųɾ ũ, ǿǰ ο ̼쿡 ſ . ̺ ϴ ߵǹǷ ο ȭǰ ϴ ٴ ǹѴ. ÷ Ű嵵 ̸ ̴µ Ʈ ǰ ũ Ű带 ٸ. ccsight.cn(CC数) Ϳ ϸ, 2021 1 6 ũ Ű Ǻΰ, аޡ, ̾ ̼ Ű 귣塯, ڿܼܡ, ź¡̾. ÷ ο ϰ ִ Ű ûᡯ, Ĺ̹Ƿ ǰ ϸ ڴ. ٸ ũ Ǹŷ ̰ ? 5 ΰ ̼ ũ Ǹŷ 2 ̸ ̰ ִ. ÷ 3 θ 3.8 Ǹŷ ްϰ ߰ 5 6 618 ߵ θ Ǹŷ ϰ ִ. ο ũ α ǰϱ? ȭǰ Ǹŷ Top 10 ִ. ü ȭǰ Ǹŷ 1 ũ, 2 Ųɾ Ʈ, 3 ƽ, 4 Ŭ¡, 5 ũ̽, 6 ڿܼǰ, 7 μ/ũ, 8 ġ, 9 , 10 ũ Ŀ ̴. Ǹŷ ־ ٸ ǰ ϰ ̰ µ ƽ 2 ̻, μ/ũ 4 ̻ Ǹŷ Ÿ. ǸŵǴ ȭǰ ݴ븦 . Ųɾ ǰ ݴ 50( 9,000) ̸ 31%, 51~100 27%, 101~150 11%, 151~200 11%, 300( 53,000)ʰ 13% Ѵ. 100( 18,000)ϰ 58% ϴµ κ ߱ 귣尡 شȴ. ѱ ǰ ̴ ݴ 22% 13% Һڴ Ųɾ Ǵ Ǹ Ųɾ ϴ ǰθ ºؾ ϴ ٸ ÷鿡 ŷִ. ȭǰ 50( 9,000)̸ 52%, 51~100 20%, 300( 53,000)ʰ 7% ϰ ִ. 100( 18,000)ϰ 72% ϴ ȭǰ Һڰ ǰ ϰ ִ. ǰ ̶ַ ߿ϴ. ǿǰ 50( 9,000)̸ 73%, 51~100 16% 100( 18,000)ϰ 89%̴. κ ġ ̸ īװ ȭ ٸ κٴ ٸ ÷ ãƾ ̴. ¶ ÷ ӹ ʰ ¶ 踦 Ѿ ƺ Բ ̽Ƽ(Joy City) ü縦 (7). 7 24Ϻ 8 5ϱ 13ϰ ̽Ƽ ˾ ̺Ʈ ̾ ƺ ΰǺ 귣 νĽŰ ߴ. AI ǺƮ ǰ ü Ӱ ¶ ç ƺ Ư¡ ˸ ִ ϴ 귣 Һڴ ǽߴ. ÷ ȭǰ پ ϰ Ƿ ߱ ߰ų غ Ѵٸ ο Һڿ ſ ߿ϴ. ̺ ȫ ߱ 15 ª Ŭ Һڿ 귣 ִ ִ. û翡 ȭ ָ ҹϴ 귣 ̵ƼƼ ϴ ͵ ſ ǹ ִ ̴. ƹ͵ ʴ ͺ ۴ 귣 Һ ɿ Ĺ ų û ĵ DZ Ѵ. D2C ô̴ ϰ ϱ ٶ. ߱ Һڿ ϴ ϸ 츮 ƽ(TikTok)ϰ ־. ⸦ ϴµ ƽ ƴϴ. ȸ ߱ Һڴ ۷ι ƽ ܵǾ . ߱ (抖) ٿƼ ο ϰ ؾ߸ ߱ Һ ڰ ִ. # ߱, ҹ ȭǰ ϸ ȭǰ 8 3 ߱ ǰ(NMPA 国ʫ药监Խη) 4 ȭǰ ﰢ 濵 ó ߴ. ߱ 귣 븸 귣 ȭǰ̴. ̵ ǸŸ ߰ų ع ƴ. ع Ǵ ȣ ġ 1,000~27,000踦 Ѿٸ ü ũ̶ ϱ ߴ. ó 4 ȭǰ 帧 ɾ ̹ ȿ ǰ ȿ ǰ ̷ ̸ 㰡 ɻ翡 ٷο δ. ̷ ҹ 2021 ȭǰ ֿ ڿ åڿ ҵ 3~5 ΰϰ ȭǰ Ȱ ϰ ݵ ؼ ȭǰ ؾ Ѵ. NMPA ǥ 2021 Ϲݱ ȭǰ ȹ ̿ ȭǰ ɾ ȭǰ 2 īװ Ư ۾ ̸ 18 ȭǰ ϰ 1,100 ˻ ̶ ϴ ǰ ݵ üũ Ȥö ߵ ʵ غϱ ٶ. Ư ǰ ʿϴ. ڱ ȭ ҹ Һڸ ȤŰ ȭǰ Һ ȣ м ǰ Ʈ Ѵٸ ϰ ̲ ̴. ccsight.cn(CC数) Ϳ 2021 1 6 ȫ 信 1 ˷ο , 2 ȿ, 3 Ხ̴. ڱ Ĺ õ е ڷγ ҵ ô뿡 ΰ Ǻθ Ű ڿ ߱ϴ Һ ӿ ִٴ ִ. ռ ΰ ̼ ϴ Ű忡 ûᡯ, Ĺ ־ ڿ . Լ ߱ ()ȭǰ Ѱ(ܡ(߾)妆) ǥ
() ǥ̻, ť() ȭǰ ´. , , ˷ο, ѱȭǰ ٹϸ鼭 ȭǰ ǰ߰ о߿ 35 ִ. б ȭǰ а ǵ ϰ ڽ Ȱϰ ִ.
[ó] ڽƽ
翡 Ͽ, ۱ǹ ȣ , մϴ.