不到一年，前天猫美妆总经理从上美股份离职！

21Style01-08

文丨朱艺艺编辑丨高梦阳据多方消息，2025年上半年刚刚加入上美股份（02145.HK）的古迈（原名胡伟雄），已于近期离职，距其上任尚不足一年。古迈此前身份为上美股份旗下彩妆新品牌NAN beauty的品牌合伙人。对此，上美股份方面向21世纪经济报道记者回应称，“因个人职业发展方向的调整，古迈决定将更多精力投入其他感兴趣的领域，正在以其他形式与公司继续合作”。上任不到一年，前天猫美妆总经理离职公开...

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beauty的品牌合伙人。对此，上美股份方面向21世纪经济报道记者回应称，“因个人职业发展方向的调整，古迈决定将更多精力投入其他感兴趣的领域，正在以其他形式与公司继续合作”。上任不到一年，前天猫美妆总经理离职公开...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260108203853a7031851&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1366334651.USD","symbol_name":"ALLSPRING EMERGING MARKETS EQUITY INCOME \"I\" (USD) INC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260108203853a7031851&s=b","article_id":"2601393688","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260108203853a7031851&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, 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ACC"},"translate_title":"Less than a year ago, the general manager of Tmall Beauty resigned from Shangmei!","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"02145":1.95,"ALBmain":0.6,"HBBD.SI":0.6},"content_text":"文丨朱艺艺编辑丨高梦阳据多方消息，2025年上半年刚刚加入上美股份（02145.HK）的古迈（原名胡伟雄），已于近期离职，距其上任尚不足一年。古迈此前身份为上美股份旗下彩妆新品牌NAN beauty的品牌合伙人。对此，上美股份方面向21世纪经济报道记者回应称，“因个人职业发展方向的调整，古迈决定将更多精力投入其他感兴趣的领域，正在以其他形式与公司继续合作”。上任不到一年，前天猫美妆总经理离职公开信息显示，古迈在快消和美妆领域拥有非常丰富的经验。在加入上美股份之前，古迈曾任职于玛氏、联合利华、雅诗兰黛和LVMH集团，曾担任雅诗兰黛中国区销售总监、Benefit贝玲妃大中华区品牌总经理、LVMH集团Fresh馥蕾诗中国区品牌总经理等职务。更为外界所知的是，古迈曾经作为天猫美妆事业部总经理，推动多家国际高端美妆品牌入驻天猫。作为上美股份旗下彩妆新品牌，NAN beauty首次在公司2024年年报中被提及，公司称，“在彩妆品类，我们即将推出与化妆师春楠共同设立的彩妆品牌NAN beauty”，并将其定位为中高端彩妆。（NAN beauty的定位，来源于上美股份2024年年报）押注彩妆，是上美股份在布局护肤、母婴护理、洗护等赛道后，在美妆领域的一次边界拓展，也是上美股份力争2030年300亿战略目标的支点之一。尤其是“化妆师IP+彩妆品牌”，给市场留下了巨大的想象空间。“我们观察到，目前在整个彩妆赛道当中，做一个带专业化妆师IP的彩妆仍很稀缺，整体上竞争品牌不多。”古迈在2025年8月接受采访时曾表示，“我们只需要向目前排在前面的品牌看齐，就完全能够在这种局部的蓝海里夺得一定的市场份额。这也是上美在过去两年里面看清楚的一条路，所以意在通过与春楠合作打造一个专业的中国式彩妆品牌。”上美想复制“毛戈平”模式不容易从可供借鉴的案例看，作为化妆师自创品牌，毛戈平（01318.HK）旗下毛戈平品牌、珀莱雅（603605.SH）旗下彩棠品牌，都在国货彩妆赛道占据一席之地。由知名化妆师毛戈平创建的美妆品牌毛戈平，在彩妆领域布局了包含粉底、高光和阴影、眼妆及唇妆等各类产品。2025年上半年，毛戈平的彩妆产品收入14.22亿元，同比增长31.1%，占公司总营收的55.0%。此外，被市场视为NAN beauty对标的珀莱雅旗下彩棠品牌，以专业化妆师唐毅为核心，该品牌已逐渐成为公司第二增长曲线。2025年上半年，彩棠品牌贡献营收7.05亿元，同比增长21.11%，占珀莱雅总营收的比重由2022年上半年的8.99%提升至2025年上半年的13.17%。对上美股份来说，彩妆也是在护肤品类之外，一个极具想象力的拓展方向。（按品牌划分的收入，来源于上美股份2025年中报）目前，公司核心营收来源于护肤品牌韩束，该品牌2025年上半年实现收入33.44亿元，同比增加14.3%，占上美股份同期总收入的81.4%。公司另一婴童功效型护肤品牌newpage一页同期收入为3.97亿元，同比增加146.5%，占公司同期总收入的9.6%。根据公开信息，春楠是国内知名彩妆造型师，也是Angelababy、谷爱凌、关晓彤、刘浩存、唐嫣、赵丽颖等明星御用化妆师，其于2017年创立Nan beauty工作室，至今拥有25年化妆从业经验。除此之外，Nan beauty工作室迄今拥有百余人专业造型师团队，并向市场培育了化妆师逾1500人……此外，春楠个人在微博、抖音、小红书等多个社交平台累计粉丝数超过360万。但这一明星化妆师的光环，并没有让春楠作为品牌合伙人的NAN beauty品牌在中高端市场迅速破局。从目前数据看，这一彩妆品牌仍处在孵化阶段。NAN beauty品牌首批底妆系列共5款产品于2025年8月对外亮相，包括“黑咖啡妆前精华”、“CP遮瑕盘”、“新手粉霜”、“贴贴粉底液”、“智研蜜粉饼”。21世纪经济报道记者查询发现，截至 2026年1月7日，NAN beauty在各平台运营周期4个多月，其天猫旗舰店粉丝数为2484，抖音旗舰店粉丝数为3644，小红书旗舰店粉丝为285。在NAN beauty天猫旗舰店，销量靠前的两款产品，分别为粉底液小样套组和粉霜小样套组，定价分别为49.9元与59.9元，对应销量分别为超过1万件和超过6000件。对此，上美股份方面向21世纪经济报道记者强调，“目前，NAN beauty品牌运营一切正常，品牌中心团队稳定，业务持续健康发展”。如今，随着古迈离职，上美股份在彩妆赛道将如何探索，又将如何调整，仍然是一个问号。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"CCBot/2.0 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