欧洲最大的化妆品市场是德国,而根据德国化妆品协会的统计,2013年德国护肤品占据了整个欧洲25%的销售额,清洁类产品占到了20%。但是德国化妆品市场的“板结度”很高,前四名的企业占据了德国市场75%的市场份额,尽管中小企业数量众多,小型企业超过85%,但一直以来占据的市场份额很少。但自2014年开始,这种情况开始发生了一些变 The largest cosmetics market in Europe is Germany, and according to the German Cosmetic Association statistics, 2013 German skin care products account for 25% of the sales in Europe, cleaning products accounted for 20%. However, the “flattening” of the German cosmetics market is high, with the top four companies accounting for 75% of the German market. Despite the large number of SMEs and the fact that small businesses are over 85%, the market share they have historically occupied is very small . However, some changes have taken place since 2014