《中國化妝品》雜志 | 何欣洋

格魯吉亞，地處連接歐亞的十字路口，擁有得天獨厚的自然稟賦與深厚的歷史積淀。其8000年的釀酒傳統(tǒng)孕育了獨特的葡萄產(chǎn)業(yè)，而葡萄籽、葡萄汁等提取物在全球化妝品領域備受青睞，其境內超過2000種的藥用泉水、豐富的藥用植物資源以及治療性泥漿、溫泉等，更為美妝產(chǎn)業(yè)提供了優(yōu)質的天然原料儲備。

在市場層面，格魯吉亞化妝品消費以進口為主，法國、韓國等國家的品牌在當?shù)仡H受歡迎，且線上線下購買渠道并存，電子商務平臺的影響力正不斷擴大。同時，格魯吉亞憑借“全球三大最低稅管轄區(qū)之一”“頂級商業(yè)友好目的地”等優(yōu)勢以及與歐盟、土耳其等多國的自由貿易協(xié)定，成為輻射23億消費者的戰(zhàn)略樞紐。

隨著“一帶一路”倡議持續(xù)深化，格魯吉亞作為首批加入該倡議的國家，與中國的經(jīng)濟聯(lián)系愈發(fā)緊密，中格自貿協(xié)定生效多年來不斷為雙邊貿易注入動能。在此背景下，中格兩國如何在美麗產(chǎn)業(yè)領域深化協(xié)作、實現(xiàn)共贏，共同助力全球化妝品行業(yè)發(fā)展？日前，格魯吉亞駐華大使館高級參贊媞娜婷?西西娜什維利（Tinatin Shishinashvili）接受了《中國化妝品》雜志獨家專訪，她深入解析了格魯吉亞在美妝領域的獨特優(yōu)勢，并就兩國化妝品行業(yè)的合作路徑分享了深刻見解。

格魯吉亞駐華大使館高級參贊

媞娜婷?西西娜什維利

CCR：

格魯吉亞和中國是古絲綢之路沿線的國家。幾個世紀以來，古絲綢之路連接了許多國家，并為它們創(chuàng)造了一種共享文化。除了商業(yè)利益之外，當今國家之間的貿易與合作還有什么其他意義?

媞娜婷·西西娜什維利：幾個世紀以來，絲綢之路一直是貨物、科學思想成就以及文化和宗教價值觀雙向流動的通道。它還充當了時尚和藝術風格傳播的渠道，這些風格一旦在新的民族文化環(huán)境中建立起來，就會廣泛傳播。絲綢之路作為許多國家和人民的主要貿易動脈，也是一條合作、不同文化相互滲透和豐富之路。

我認為，即使在當今數(shù)字化的世界里，貿易——作為全球經(jīng)濟的最大部門之一仍然是不同人民和文化之間的間接中介。至少為了自己生意的成功，文化之間的相互理解和與合作伙伴的聯(lián)系是極其必要的。這是一種挑戰(zhàn)。

此外，在競爭激烈的世界里，貿易和著名品牌營銷已經(jīng)成為一個國家在國外的面孔或某種代表。因此，品牌的高質量和高可信度可以承載其所在國家的形象。

對于任何品牌來說，每一個新市場都是一個新的篇章、一個新的領域去探索和尋找機會。

CCR：Georgia and China are countries along the historic Silk Road.For centuries,the Silk Road,whose main purpose was trade,connected many countries around the world and created some kind of sharing culture for them.Aside from commercial interests,what other significance does trade and cooperation between countries hold today?

Tinatin Shishinashvili：For many centuries,the Silk Road was a transit route with two-way movement of goods,scientific ideas and achievements,as well as cultural and religious values.It served as a channel for the dissemination of fashion and artistic styles that became widespread once they were established in a new ethno-cultural environment.The Silk Road,remaining as a main trade artery for many countries and people,was also a road of cooperation,mutual interpenetration,and enrichment of different cultures.

I think that today,even in this digitalized world,trade—which is one of the biggest sectors of the global economy—still serves as an indirect intermediary among different people and cultures.For the success of one's own business,at least,it is dramatically necessary to have mutual understanding between cultures and interconnection with your partner.It's like a challenge.

Moreover,in the fiercely competitive world,trade and famous brand-marketing have become the face or some kind of representative of a country abroad.Therefore,a brand's high quality and high trustworthiness can carry the image of the country it is from.

For any brand,every new market is a new chapter,a new field to explore andfind opportunities.

CCR：

格魯吉亞是“一帶一路”沿線的一顆明珠。中格自貿協(xié)定是中國與歐亞國家之間的首個此類協(xié)議。該協(xié)定給雙邊貿易帶來了哪些好處?

媞娜婷·西西娜什維利：感謝你對我國家的美麗比喻！確實，格魯吉亞位于南高加索地區(qū)，地處歐洲和亞洲的十字路口。其地理位置塑造了其獨特的文化身份，并對其在該地區(qū)的政治和戰(zhàn)略意義產(chǎn)生了深遠影響。

由于格魯吉亞的地緣政治狀況，它是一個理想的貿易和運輸樞紐，使其成為區(qū)域合作倡議（如“一帶一路”倡議）的關鍵參與者。格魯吉亞是首批在2015年3月簽署加入中國“一帶一路”倡議備忘錄的外國之一，并且自那時起一直積極參與其中?！耙粠б宦贰背h加強了格魯吉亞與中國的經(jīng)濟聯(lián)系。中國已成為格魯吉亞最大的貿易伙伴之一，也是外國直接投資（FDI）的主要來源。該倡議還吸引了更多中國在基礎設施、能源和物流等各個領域的投資。

中格自由貿易協(xié)定（FTA）于2018年1月1日生效，給兩國之間的雙邊貿易帶來了重大好處，包括降低關稅、市場準入以及對格魯吉亞出口到中國市場的推動。

格魯吉亞消費者現(xiàn)在可以接觸到更廣泛、價格具有競爭力的中國商品和服務，而中國消費者可以享受高質量的格魯吉亞產(chǎn)品。

CCR：Georgia is a shining pearl along the Belt and Road.China-Georgia FTA is the first such agreement between China and a Eurasian country.What benefits has this agreement brought to bilateral trade?

Tinatin Shishinashvili：Thank you for your beautiful metaphor regarding my country! Indeed,Georgia is situated in the South Caucasus region,at the crossroads of Europe and Asia.Its location has shaped its unique cultural identity and has had a profound impact on its political and strategic significance in the region.

Due to Georgia's geopolitical situation,it is an ideal hub for trade and transportation,making it a key player in regional cooperation initiatives, such as the Belt and Road Initiative(BRI). Georgia was one of the first foreign countries to sign a memorandum to join China's BRI in March 2015 and has been actively involved since then. The BRI has strengthened Georgia's economic ties with China. China has become one of Georgia's largest trading partners and a major source of Foreign Direct Investment(FDI). The initiative has also attracted more Chinese investments in various sectors,including infrastructure,energy,and logistics.

The China-Georgia Free Trade Agreement(FTA),which came into effect on January 1,2018,has brought significant benefits to bilateral trade between the two countries,including tariff reductions and market access,as well as a boost to Georgian exports to the Chinese market.

Georgian consumers now have access to a wider range of competitively priced Chinese goods and services,while Chinese consumers can enjoy high-quality Georgian products.

CCR：

格魯吉亞在全球排名中被譽為“全球三大最低稅管轄區(qū)之一”和“頂級商業(yè)友好目的地”。對于進入格魯吉亞市場的中國企業(yè)——包括化妝品公司——有哪些貿易便利化措施？格魯吉亞能否作為戰(zhàn)略樞紐進入土耳其、亞美尼亞和歐洲等鄰近市場？

媞娜婷·西西娜什維利：格魯吉亞擁有簡化且直接的稅收制度。保留收益免稅，這意味著只有在利潤分配時才可扣除利潤稅。這為企業(yè)在財務管理方面提供了更大的靈活性。此外，由于我們兩國（包括香港）之間的自由貿易協(xié)定，中國產(chǎn)品，包括化妝品在格魯吉亞享有低稅率，在格魯吉亞的自由工業(yè)園區(qū)注冊的公司免于所有進口稅。這可以顯著降低化妝品生產(chǎn)原材料和零部件的進口成本。

格魯吉亞地處歐洲和亞洲的十字路口，其戰(zhàn)略位置使其成為進入鄰近市場的理想樞紐。它作為亞洲和歐洲之間的橋梁，為土耳其、亞美尼亞和歐盟的市場提供了便捷的通道。非常重要的是要提到格魯吉亞在“中間走廊”（也稱為“跨里海國際運輸路線”）中的作用。這是一個重要的多式聯(lián)運網(wǎng)絡，通過中亞和高加索地區(qū)將中國與歐洲連接起來。

格魯吉亞與歐盟有深度和全面的自由貿易協(xié)議（DCFTA），與土耳其、烏克蘭、中國、歐洲自由貿易協(xié)定（FTA）和獨聯(lián)體國家有自由貿易協(xié)定（FTAs）。這些協(xié)定為進入23億消費者市場提供了幾乎無關稅的通道。這些市場GDP占全球的40%以上。

總體而言，格魯吉亞的低稅率、戰(zhàn)略位置、自由貿易協(xié)定和商業(yè)友好環(huán)境使其成為中國企業(yè)的有吸引力的目的地，包括化妝品公司。它可以作為進入鄰近市場的戰(zhàn)略樞紐，為貿易和投資提供了重要的機會。

CCR：Georgia is hailed as “Top 3 Lowest-Tax Jurisdiction in the World”and “Top-Tier Business-Friendly Destination”in global rankings. For Chinese enterprises—including cosmetics companies—entering the Georgian market, what Trade Facilitation are available? Can Georgia serve as a strategic hub to access neighboring markets like Turkey, Armenia and Europe etc.

Tinatin Shishinashvili：Georgia boasts a simplified and straightforward tax system.Retained earnings are tax-free,meaning that profit tax is only deductible when profits are distributed.This provides companies with greater flexibility in managing their finances.Moreover,due to the Free Trade Agreement(FTA)between our two countries (including Hong Kong),Chinese products,including cosmetics,enjoy low tax rates in Georgia.Companies registered in Georgia's Free Industrial Zones are exempt from all import taxes.This can significantly reduce the cost of importing raw materials and components for cosmetics production.

Georgia's strategic location at the crossroads of Europe and Asia makes it an ideal hub for accessing neighboring markets.It serves as a bridge between Asia and Europe,providing easy access to markets in Turkey,Armenia,and the European Union.It is very important to mention Georgia's role in the Middle Corridor,also known as the Trans-Caspian International Transport Route(TITR).This is a significant multi-modal transportation network that connects China to Europe via Central Asia and the Caucasus.

Georgia has a Deep and Comprehensive Free Trade Area(DCFTA)with the EU,and Free Trade Agreements(FTAs)with Turkey, Ukraine, China, EFTA and CIS countries. These agreements provide mostly tariff-free access to a market of 2.3 billion consumers,constituting more than 40%of global GDP.

Overall,Georgia's low tax rates,strategic location,free trade agreements,and business-friendly environment make it an attractive destination for Chinese enterprises,including cosmetics companies.It can serve as a strategic hub to access neighboring markets,providing significant opportunities for trade and investment.

CCR：

格魯吉亞以其無與倫比的風土和8000年的釀酒歷史而被譽為“葡萄酒的搖籃”。葡萄籽、莖和汁液提取物是全球化妝品中的流行成分。能否詳細闡述格魯吉亞葡萄產(chǎn)業(yè)的獨特特點及其在供應原材料方面的優(yōu)勢？格魯吉亞是否還擁有其他獨特的天然植物資源?

媞娜婷·西西娜什維利：格魯吉亞以其古老的文明而聞名，其歷史可以追溯到古代。根據(jù)神話傳說，美狄亞（公元前13世紀西部格魯吉亞科爾基斯王國的國王之女）以其美貌而聞名，她非常聰明，與植物知識、藥物配制和醫(yī)療活動密切相關。她知道各種形式的內服和外用藥物，用于治療呼吸系統(tǒng)疾病等。她也熟悉化妝品，并被認為開發(fā)了使用天然手段的護膚化妝品配方，旨在“抗衰老”。美狄亞是第一個發(fā)現(xiàn)一種可以使白發(fā)變黑的花的人。

格魯吉亞人民衛(wèi)生文化水平高的一個證據(jù)是通過在格魯吉亞的考古發(fā)掘發(fā)現(xiàn)的古代浴室，以及非常早期的浴室用品（公元1-4世紀）、化妝品工具和容器（公元2世紀）、化妝品原材料等。

格魯吉亞以其治療性泉水、泥漿和溫泉度假勝地而聞名。在格魯吉亞全境發(fā)現(xiàn)了超過2000種藥用泉水，幾個世紀以來當?shù)鼐用褚恢笔褂盟鼈冞M行治療（例如博爾若米、茨克哈魯博、拉恰泉水等）。藥用礦泉水比最強的藥物更有效地治療各種疾病，并且還具有化妝品效果。當與山地氧氣、陽光和森林的愈合綠色植物（在格魯吉亞非常豐富）結合使用時，其治療效果會增加數(shù)倍。已經(jīng)確定，在西部格魯吉亞有一個“藥用植物谷”。

首都第比利斯的歷史與硫磺水密不可分，幾個世紀以來人們一直在浴室中使用硫磺水。如今，硫磺礦泉水具有獨特的治療、治療和娛樂目的，在第比利斯受到當?shù)厝撕陀慰偷臍g迎。

格魯吉亞還以其葡萄種植和8000年的釀酒傳統(tǒng)而聞名，使其成為世界上最古老的葡萄酒產(chǎn)區(qū)。8000年前，格魯吉亞人已經(jīng)使用了一種獨特的釀酒容器——奎弗里（Qvevri）,直到今天仍在使用，并被列入聯(lián)合國教科文組織的世界遺產(chǎn)名錄，作為“傳統(tǒng)奎弗里釀酒法”。許多文獻描述了葡萄的治療和化妝品屬性。自然地，葡萄酒在格魯吉亞被廣泛使用，并且從中制作化妝品。據(jù)資料記載，將葡萄酒與特殊土壤混合并用作特殊肥皂后，用于洗發(fā)。葡萄是極好的恢復和滋補劑。它們的汁液含有糖、纖維、有機酸、抗壞血酸、B族維生素、果膠、礦物質和酶。已經(jīng)確定葡萄可以刺激骨骼，并且是鉀的良好來源。葡萄渣也可以直接獲得，并用于生產(chǎn)油和化妝品。

CCR：With its unparalleled terroir and 8000-year wine-making history, Georgia is hailed as the “Cradle of Wine”. Grape seed,stem and juice extracts are popular ingredients in global cosmetics.Could you elaborate on the distinctive features of Georgia's grape industry and its advantages in supplying raw materials?Does Georgia possess other unique natural botanical resources as well?

Tinatin Shishinashvili：Georgia is known for its ancient history,which dates back to antiquity.According to mythical heritage, Medea, a daughter of the king of Colchis (Western Georgia,13th century BC), famous for her beauty,was very wise and closely associated with plant lore,concoction of medicines,and medical activities.She knew various forms of remedies for internal and external use,respiratory,and so forth.She was familiar with cosmetics as well,and credited with developing cosmetic recipes for skin care with natural means,aimed at"rejuvenation.Medea was the first to find a flower used to turn white hair dark.

One of the evidence of the high level of hygienic culture of the Georgian people is the ancient baths discovered through archaeological excavations in Georgia,as well as very early-period bath inventory(1st-4th centuries),cosmetic tools and vessels (2nd century),raw materials for cosmetics,and others.

Georgia is famous for its therapeutic waters, mud and wellness spa resorts. Over 2,000 medicinal waters have been discovered across the territory, which for centuries the local population has used for treatment (such as Borjomi, Tsqaltubo, Racha waters,and others).Medicinal mineral waters cure various diseases more effectively than the strongest medicines and also have a cosmetic effect. Their therapeutic efficacy increases several times when combined with mountain air, sunlight and the healing greenery of forests—abundantly available in Georgia. It has been established that in western Georgia there was a “medicinal plant valley”.

The history of the capital, Tbilisi, is inseparable from sulfurous waters,which people have used for centuries in baths.Today,sulfur mineral waters have a unique healing,therapeutic,and recreational purpose and is very popular in Tbilisi among locals and tourists.

Georgia is also known for its culture of grapes and 8,000-year wine-making tradition,making it the oldest wine region in the world.8000 years ago,Georgians already used a unique wine making vessel-Qvevri,which is still used today and is inscribed in UNESCO's world heritage list as the “Traditional Qvevri Winemaking Method”. Many writings describe grape's healing and cosmetic properties. Naturally,wine is widely used in Georgia,and cosmetic products are made from it.It is known from sources that after mixing wine with special soil and using it as a special soap,it was used for washing hair. Grapes are excellent restorative and tonic agents. Their juice contains sugar,fiber,organic acids, ascorbic acid, B vitamins,pectin,minerals,and enzymes. It has been established that grapes stimulate bones and are a good source of potassium.Grape pom ace is also obtained directly and is used to produce oil and cosmetic products.

CCR：

格魯吉亞人更傾向于進口化妝品還是國產(chǎn)化妝品？在您的同齡人中哪些品牌比較受歡迎？她們的主要購買渠道是什么（例如電子商務平臺、線下商店）？

媞娜婷·西西娜什維利：格魯吉亞消費者通常更傾向于進口化妝品，這種偏好是由幾個因素驅動的：進口品牌種類繁多，價格和質量各不相同。和任何地方一樣，在格魯吉亞，消費者通常認為知名的國際品牌質量更高、更可靠。這些品牌在消費者中存在感更強，也更受信任。根據(jù)最近的統(tǒng)計數(shù)據(jù)，進口護膚品呈上升趨勢。主要的10個進口國家是：法國、比利時、美國、波蘭、韓國、德國、意大利、俄羅斯、土耳其和西班牙。

在我的同齡人中，法國和韓國品牌更受歡迎。后者雖然在格魯吉亞人中并不是傳統(tǒng)上化妝品的原產(chǎn)國，但近年來越來越受歡迎。消費者通過線下商店和電子商務平臺購買化妝品，網(wǎng)上購物越來越受歡迎。有一些著名的化妝品店連鎖店多年來贏得了信任，我必須提到，格魯吉亞城市中的大型藥房連鎖店也銷售中檔和預算護膚品，并提供特別促銷活動，這在當今非常受歡迎。

CCR：Do Georgians prefer imported or domestic cosmetics?Which brands arepopular among your peers?What are their primary purchasing channels(e.g.,e-commerce platforms,offline stores)?

Tinatin Shishinashvili：Georgian consumers generally prefer imported cosmetics,a preference driven by several factors:there is a wide variety of imported brands,available at different prices and of varying quality. As is the case anywhere, in Georgia, consumers often perceive well-known international brands as higher quality and more reliable.These brands have a stronger presence and are more trusted by consumers.According to recent statistics,the import of skincare products is on the rise. The main ten import countries are France,Belgium,the USA,Poland,South Korea,Germany,Italy,Russia,Turkey and Spain.

Among my peers, French and South Korean brands are more popular. The latter, while not traditionally a country of origin for cosmetic products among Georgians,has been gaining more and more popularity in recent years.Consumers purchase cosmetics through both offline stores and e-commerce platforms,with online shopping gaining popularity. There are some famous cosmetics shop chains that have gained trust over the years,and I have to mention that big pharmacy chain stores in Georgian cities also sell mid-range and budget skincare products and offer special promotions,which are very popular nowadays.

CCR：

隨著中國化妝品行業(yè)的迅速發(fā)展和制造標準的不斷提高，您認為在這一領域格中兩國有哪些合作機會?

媞娜婷·西西娜什維利：在我看來，合作潛力巨大。各國可以開展研發(fā)合作。在化妝品技術方面取得顯著進步的中國和擁有豐富自然資源和多樣化植物群的格魯吉亞——這些都可以成為原材料的寶貴來源——可以共同合作，為護膚品創(chuàng)造新的配方。中國公司可以分享他們的專業(yè)知識或投資在格魯吉亞建立制造設施，將先進的制造技術和質量控制標準帶給格魯吉亞制造商。這可以幫助格魯吉亞公司改進生產(chǎn)流程，并確保符合國際標準。作為回報，格魯吉亞公司可以提供對當?shù)叵M者偏好和市場趨勢的見解。

格魯吉亞作為連接歐洲和亞洲的戰(zhàn)略位置，使其成為中國化妝品進入歐洲市場的理想門戶。格魯吉亞和中國公司可以探索聯(lián)合品牌機會或成立合資企業(yè)，創(chuàng)造結合兩國優(yōu)勢的新化妝品品牌，融入兩國獨特的文化和自然元素。

中國公司可以與格魯吉亞合作伙伴分享他們在數(shù)字營銷和社交媒體策略方面的專業(yè)知識。這可以幫助格魯吉亞化妝品品牌增強在線存在感，更有效地與消費者互動，并建立品牌忠誠度。此外，兩國還可以合作開展營銷活動，以促進彼此市場中的產(chǎn)品銷售。

CCR：With China's rapidly growing cosmetics industry and advancing manufacturing standards,where do you see opportunities for collaborations between Georgia and China in this sector?

Tinatin Shishinashvili：As I see it,there is huge potential in collaborations.Countries can develop R&D collaborations.China,which has made significant advancements in cosmetic technology,and Georgia,with its pool of talented scientists and researchers,as well as its rich natural resources and diverse flora—which can be a valuable source of raw materials—can work together on creating new formulations for skincare products. Chinese companies can share their expertise or invest in setting up manufacturing facilities in Georgia,bringing advanced manufacturing techniques and quality control standards to Georgian manufacturers.This can help Georgian companies improve their production processes and ensure compliance with international standards.In return,Georgian companies can provide insights into local consumer preferences and market trends in the region.

Georgia's strategic location as a connector between Europe and Asia makes it an ideal gateway for Chinese cosmetics to enter the European market.Georgian and Chinese companies can explore co-branding opportunities or form joint ventures to create new cosmetic brands that combine the strengths of both countries,incorporating the unique cultural and natural elements of both.

Chinese companies can share their expertise in digital marketing and social media strategies with Georgian partners.This can help Georgian cosmetic brands enhance their online presence,engage with consumers more effectively,and build brand loyalty.In addition,both countries can collaborate on marketing campaigns to promote their products in each other's markets.

CCR：

您試用過中國制造的化妝品嗎？您對其印象如何（如質地、香氣、包裝與功效）？

媞娜婷·西西娜什維利：坦率地說，大約十年前我剛來中國工作時，韓國護膚化妝品非常流行。我使用了這些產(chǎn)品相當長一段時間。然而，我逐漸開始探索中國化妝品品牌。最近，我完全轉向了使用中國品牌。我最喜歡的有珀萊雅（Proya）、百雀羚（Pechoin）和林清軒（Forest Cabin）。這些品牌以草本成分為基礎，并且擁有悠久的良好聲譽。

這些產(chǎn)品的質地非常出色，香味自然且清淡。它們的功效確實令人印象深刻。至于包裝，我確實希望有些品牌能夠稍微改進一下設計，但這只是我的個人意見。我特別喜歡使用山茶油，尤其是在北京的冬季，空氣非常干燥的時候。

CCR：Have you tried cosmetics made in China? What are your impressions (e.g.texture,fragrance,packaging and efficacy)?

Tinatin Shishinashvili：Frankly,when I first arrived in China for work about ten years ago,Korean skincare cosmetics were all the rage.I used some of those products for quite along time.However,I gradually began to explore Chinese cosmetic brands.Recently,I've switched to using only Chinese brands.My favorites are Proya, Pechoin and Forest Cabin.Many of these brands are based on herbal ingredients and have a long-standing reputation.

The texture of these products is excellent,and the fragrance is very natural and light.Their effectiveness is truly remarkable.As for packaging,I do hope that some brands will enhance their design a bit,but that's just my personal opinion. I particularly use camellia oil,especially during the winter when the air in Beijing is extremely dry.

采訪結束后，《中國化妝品》雜志社社長佘再玲向格魯吉亞駐華大使館高級參贊媞娜婷·西西娜什維利贈送了珀萊雅紅寶石禮盒，感謝其為中格交流所做的貢獻。未來，雙方將進一步探索中格美麗產(chǎn)業(yè)的創(chuàng)新機遇，促進文化交融。