独家专访格鲁吉亚驻华大使馆高级参赞媞娜婷・西西娜什维利

《中国化妆品》杂志 | 何欣洋

格鲁吉亚，地处连接欧亚的十字路口，拥有得天独厚的自然禀赋与深厚的历史积淀。其8000年的酿酒传统孕育了独特的葡萄产业，而葡萄籽、葡萄汁等提取物在全球化妆品领域备受青睐，其境内超过2000种的药用泉水、丰富的药用植物资源以及治疗性泥浆、温泉等，更为美妆产业提供了优质的天然原料储备。

在市场层面，格鲁吉亚化妆品消费以进口为主，法国、韩国等国家的品牌在当地颇受欢迎，且线上线下购买渠道并存，电子商务平台的影响力正不断扩大。同时，格鲁吉亚凭借“全球三大最低税管辖区之一”“顶级商业友好目的地”等优势以及与欧盟、土耳其等多国的自由贸易协定，成为辐射23亿消费者的战略枢纽。

随着“一带一路”倡议持续深化，格鲁吉亚作为首批加入该倡议的国家，与中国的经济联系愈发紧密，中格自贸协定生效多年来不断为双边贸易注入动能。在此背景下，中格两国如何在美丽产业领域深化协作、实现共赢，共同助力全球化妆品行业发展？日前，格鲁吉亚驻华大使馆高级参赞媞娜婷・西西娜什维利（Tinatin Shishinashvili）接受了《中国化妆品》杂志独家专访，她深入解析了格鲁吉亚在美妆领域的独特优势，并就两国化妆品行业的合作路径分享了深刻见解。

格鲁吉亚驻华大使馆高级参赞

媞娜婷・西西娜什维利

CCR：

格鲁吉亚和中国是古丝绸之路沿线的国家。几个世纪以来，古丝绸之路连接了许多国家，并为它们创造了一种共享文化。除了商业利益之外，当今国家之间的贸易与合作还有什么其他意义?

媞娜婷·西西娜什维利：几个世纪以来，丝绸之路一直是货物、科学思想成就以及文化和宗教价值观双向流动的通道。它还充当了时尚和艺术风格传播的渠道，这些风格一旦在新的民族文化环境中建立起来，就会广泛传播。丝绸之路作为许多国家和人民的主要贸易动脉，也是一条合作、不同文化相互渗透和丰富之路。

我认为，即使在当今数字化的世界里，贸易——作为全球经济的最大部门之一仍然是不同人民和文化之间的间接中介。至少为了自己生意的成功，文化之间的相互理解和与合作伙伴的联系是极其必要的。这是一种挑战。

此外，在竞争激烈的世界里，贸易和著名品牌营销已经成为一个国家在国外的面孔或某种代表。因此，品牌的高质量和高可信度可以承载其所在国家的形象。

对于任何品牌来说，每一个新市场都是一个新的篇章、一个新的领域去探索和寻找机会。

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：

格鲁吉亚是“一带一路”沿线的一颗明珠。中格自贸协定是中国与欧亚国家之间的首个此类协议。该协定给双边贸易带来了哪些好处?

媞娜婷·西西娜什维利：感谢你对我国家的美丽比喻！确实，格鲁吉亚位于南高加索地区，地处欧洲和亚洲的十字路口。其地理位置塑造了其独特的文化身份，并对其在该地区的政治和战略意义产生了深远影响。

由于格鲁吉亚的地缘政治状况，它是一个理想的贸易和运输枢纽，使其成为区域合作倡议（如“一带一路”倡议）的关键参与者。格鲁吉亚是首批在2015年3月签署加入中国“一带一路”倡议备忘录的外国之一，并且自那时起一直积极参与其中。“一带一路”倡议加强了格鲁吉亚与中国的经济联系。中国已成为格鲁吉亚最大的贸易伙伴之一，也是外国直接投资（FDI）的主要来源。该倡议还吸引了更多中国在基础设施、能源和物流等各个领域的投资。

中格自由贸易协定（FTA）于2018年1月1日生效，给两国之间的双边贸易带来了重大好处，包括降低关税、市场准入以及对格鲁吉亚出口到中国市场的推动。

格鲁吉亚消费者现在可以接触到更广泛、价格具有竞争力的中国商品和服务，而中国消费者可以享受高质量的格鲁吉亚产品。

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：

格鲁吉亚在全球排名中被誉为“全球三大最低税管辖区之一”和“顶级商业友好目的地”。对于进入格鲁吉亚市场的中国企业——包括化妆品公司——有哪些贸易便利化措施？格鲁吉亚能否作为战略枢纽进入土耳其、亚美尼亚和欧洲等邻近市场？

媞娜婷·西西娜什维利：格鲁吉亚拥有简化且直接的税收制度。保留收益免税，这意味着只有在利润分配时才可扣除利润税。这为企业在财务管理方面提供了更大的灵活性。此外，由于我们两国（包括香港）之间的自由贸易协定，中国产品，包括化妆品在格鲁吉亚享有低税率，在格鲁吉亚的自由工业园区注册的公司免于所有进口税。这可以显著降低化妆品生产原材料和零部件的进口成本。

格鲁吉亚地处欧洲和亚洲的十字路口，其战略位置使其成为进入邻近市场的理想枢纽。它作为亚洲和欧洲之间的桥梁，为土耳其、亚美尼亚和欧盟的市场提供了便捷的通道。非常重要的是要提到格鲁吉亚在“中间走廊”（也称为“跨里海国际运输路线”）中的作用。这是一个重要的多式联运网络，通过中亚和高加索地区将中国与欧洲连接起来。

格鲁吉亚与欧盟有深度和全面的自由贸易协议（DCFTA），与土耳其、乌克兰、中国、欧洲自由贸易协定（FTA）和独联体国家有自由贸易协定（FTAs）。这些协定为进入23亿消费者市场提供了几乎无关税的通道。这些市场GDP占全球的40%以上。

总体而言，格鲁吉亚的低税率、战略位置、自由贸易协定和商业友好环境使其成为中国企业的有吸引力的目的地，包括化妆品公司。它可以作为进入邻近市场的战略枢纽，为贸易和投资提供了重要的机会。

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：

格鲁吉亚以其无与伦比的风土和8000年的酿酒历史而被誉为“葡萄酒的摇篮”。葡萄籽、茎和汁液提取物是全球化妆品中的流行成分。能否详细阐述格鲁吉亚葡萄产业的独特特点及其在供应原材料方面的优势？格鲁吉亚是否还拥有其他独特的天然植物资源?

媞娜婷·西西娜什维利：格鲁吉亚以其古老的文明而闻名，其历史可以追溯到古代。根据神话传说，美狄亚（公元前13世纪西部格鲁吉亚科尔基斯王国的国王之女）以其美貌而闻名，她非常聪明，与植物知识、药物配制和医疗活动密切相关。她知道各种形式的内服和外用药物，用于治疗呼吸系统疾病等。她也熟悉化妆品，并被认为开发了使用天然手段的护肤化妆品配方，旨在“抗衰老”。美狄亚是第一个发现一种可以使白发变黑的花的人。

格鲁吉亚人民卫生文化水平高的一个证据是通过在格鲁吉亚的考古发掘发现的古代浴室，以及非常早期的浴室用品（公元1-4世纪）、化妆品工具和容器（公元2世纪）、化妆品原材料等。

格鲁吉亚以其治疗性泉水、泥浆和温泉度假胜地而闻名。在格鲁吉亚全境发现了超过2000种药用泉水，几个世纪以来当地居民一直使用它们进行治疗（例如博尔若米、茨克哈鲁博、拉恰泉水等）。药用矿泉水比最强的药物更有效地治疗各种疾病，并且还具有化妆品效果。当与山地氧气、阳光和森林的愈合绿色植物（在格鲁吉亚非常丰富）结合使用时，其治疗效果会增加数倍。已经确定，在西部格鲁吉亚有一个“药用植物谷”。

首都第比利斯的历史与硫磺水密不可分，几个世纪以来人们一直在浴室中使用硫磺水。如今，硫磺矿泉水具有独特的治疗、治疗和娱乐目的，在第比利斯受到当地人和游客的欢迎。

格鲁吉亚还以其葡萄种植和8000年的酿酒传统而闻名，使其成为世界上最古老的葡萄酒产区。8000年前，格鲁吉亚人已经使用了一种独特的酿酒容器——奎弗里（Qvevri）,直到今天仍在使用，并被列入联合国教科文组织的世界遗产名录，作为“传统奎弗里酿酒法”。许多文献描述了葡萄的治疗和化妆品属性。自然地，葡萄酒在格鲁吉亚被广泛使用，并且从中制作化妆品。据资料记载，将葡萄酒与特殊土壤混合并用作特殊肥皂后，用于洗发。葡萄是极好的恢复和滋补剂。它们的汁液含有糖、纤维、有机酸、抗坏血酸、B族维生素、果胶、矿物质和酶。已经确定葡萄可以刺激骨骼，并且是钾的良好来源。葡萄渣也可以直接获得，并用于生产油和化妆品。

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：

格鲁吉亚人更倾向于进口化妆品还是国产化妆品？在您的同龄人中哪些品牌比较受欢迎？她们的主要购买渠道是什么（例如电子商务平台、线下商店）？

媞娜婷·西西娜什维利：格鲁吉亚消费者通常更倾向于进口化妆品，这种偏好是由几个因素驱动的：进口品牌种类繁多，价格和质量各不相同。和任何地方一样，在格鲁吉亚，消费者通常认为知名的国际品牌质量更高、更可靠。这些品牌在消费者中存在感更强，也更受信任。根据最近的统计数据，进口护肤品呈上升趋势。主要的10个进口国家是：法国、比利时、美国、波兰、韩国、德国、意大利、俄罗斯、土耳其和西班牙。

在我的同龄人中，法国和韩国品牌更受欢迎。后者虽然在格鲁吉亚人中并不是传统上化妆品的原产国，但近年来越来越受欢迎。消费者通过线下商店和电子商务平台购买化妆品，网上购物越来越受欢迎。有一些著名的化妆品店连锁店多年来赢得了信任，我必须提到，格鲁吉亚城市中的大型药房连锁店也销售中档和预算护肤品，并提供特别促销活动，这在当今非常受欢迎。

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：

随着中国化妆品行业的迅速发展和制造标准的不断提高，您认为在这一领域格中两国有哪些合作机会?

媞娜婷·西西娜什维利：在我看来，合作潜力巨大。各国可以开展研发合作。在化妆品技术方面取得显著进步的中国和拥有丰富自然资源和多样化植物群的格鲁吉亚——这些都可以成为原材料的宝贵来源——可以共同合作，为护肤品创造新的配方。中国公司可以分享他们的专业知识或投资在格鲁吉亚建立制造设施，将先进的制造技术和质量控制标准带给格鲁吉亚制造商。这可以帮助格鲁吉亚公司改进生产流程，并确保符合国际标准。作为回报，格鲁吉亚公司可以提供对当地消费者偏好和市场趋势的见解。

格鲁吉亚作为连接欧洲和亚洲的战略位置，使其成为中国化妆品进入欧洲市场的理想门户。格鲁吉亚和中国公司可以探索联合品牌机会或成立合资企业，创造结合两国优势的新化妆品品牌，融入两国独特的文化和自然元素。

中国公司可以与格鲁吉亚合作伙伴分享他们在数字营销和社交媒体策略方面的专业知识。这可以帮助格鲁吉亚化妆品品牌增强在线存在感，更有效地与消费者互动，并建立品牌忠诚度。此外，两国还可以合作开展营销活动，以促进彼此市场中的产品销售。

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：

您试用过中国制造的化妆品吗？您对其印象如何（如质地、香气、包装与功效）？

媞娜婷·西西娜什维利：坦率地说，大约十年前我刚来中国工作时，韩国护肤化妆品非常流行。我使用了这些产品相当长一段时间。然而，我逐渐开始探索中国化妆品品牌。最近，我完全转向了使用中国品牌。我最喜欢的有珀莱雅（Proya）、百雀羚（Pechoin）和林清轩（Forest Cabin）。这些品牌以草本成分为基础，并且拥有悠久的良好声誉。

这些产品的质地非常出色，香味自然且清淡。它们的功效确实令人印象深刻。至于包装，我确实希望有些品牌能够稍微改进一下设计，但这只是我的个人意见。我特别喜欢使用山茶油，尤其是在北京的冬季，空气非常干燥的时候。

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.

采访结束后，《中国化妆品》杂志社社长佘再玲向格鲁吉亚驻华大使馆高级参赞媞娜婷·西西娜什维利赠送了珀莱雅红宝石礼盒，感谢其为中格交流所做的贡献。未来，双方将进一步探索中格美丽产业的创新机遇，促进文化交融。