Rising raw material prices, rising operating costs, drastic changes in the marketing environment, updating industry regulations... China's cosmetics industry has ushered in major changes unprecedented in a century, and is facing the challenge of great changes in the ecological environment.
Standing on a new cycle node, what is the key to competition? The international cosmetics giant has given the answer with a century of development history: believe in the brand. In the current beauty market environment, there is no standard model for brand growth paths, and only the strength of the brand and the persistence of long-termism have the ability to cross the cycle.
From December 7th to 8th, 2021, the 2021 China Cosmetics Annual Conference, hosted by Cosmetics Observation and CiE Beauty Exhibition, invited more than 50 heavyweight guests from the whole beauty industry chain and experts from mainstream platforms to discuss the challenges and opportunities of Chinese brands and take the pulse of the latest development trends of the beauty industry with the theme of "Believe in Brands".
In addition to the main forum, the organizer also set up five sub-forums of retail innovation, efficacy skin care, new product development, new marketing, and live e-commerce according to market hotspots, and big coffee gathered together to share experience and the latest thinking, and analyzed the new trends in the development of the cosmetics industry under the new regulations in multiple dimensions.
During the two-day conference, the main venue and major sub-forums were full of people, attracting 3,000 spectators, confirming the status and influence of the China Cosmetics Annual Conference in the industry.
Main Forum: Beauty officially enters the "Brand Era"
At the main forum, 18 heavyweight guests, including Wu Zhiming, President of Plaza Premium Group, Gao Chunming, General Manager of Shandong Freda Biological Co., Ltd., Liu Ming, Vice President of Shangmei Group, Ke Luo, Vice President of Pele Group and General Manager of RNW Ruwei, Liu Qiang, Director of Beauty Division of Sanfu Department Store, gong Jingqi, Strategic Marketing Director of Atene China Makeup, and other 18 heavyweight guests took the stage to give speeches. And "brand" and "innovation" are the words that are constantly mentioned in their mouths.
In the view of Deng Min, chairman of Pinguan and founder of CiE, after the new regulations, the cosmetics industry will usher in a real brand era. "In the future, Chinese cosmetics brands must and can only rely on innovation!"
Wu zhizhi said that an excellent enterprise must go through at least two or more cycles, a cycle of about 8 to 12 years. "Only by pursuing long-term valueism, customer-centricity, ingenuity to do a good job in products, and believing in the power of the brand, can we have the opportunity to survive through the cycle and live well."
Gao Chunming pointed out, "China's cosmetics industry ecology has experienced an era of price-driven and quality-driven, is experiencing a technology-driven 3.0 era, and will enter the 4.0 era driven by intelligent experience in the future." ”
"After one dividend and cycle after another, it can survive and be liked by users, so that brands that adhere to long-term value are what Shangmei Group wants to do." Liu Ming said.
Retail Innovation Forum: Omni-channel Operations Need "Three-Wheel Drive"
The past double 11 has triggered the discussion and attention of industry insiders on major e-commerce platforms. Mai Haochao, president of Ebang Power Research Institute, said that for beauty practitioners, considering the omni-channel operation capability, it is necessary to "three-wheel drive" of content, users and supply chain.
Wang Junhua, chairman and CEO of Wantong Group and founder of Mosquito Club, believes that "the three major live broadcast platforms of Taobao, Douyin and Kuaishou present different characteristics, and through omni-channel live broadcast marketing, they can help brands maximize traffic efficiency." ”
Sun Xicai, founder of DDB Cosmetics Chain, talked about retail innovation from the perspective of offline cosmetics stores: the first stage is differentiation, such as creating store differentiation through experiential sales and main makeup categories; the second stage is model reconstruction, optimizing services and experiences, and deepening skin care.
Guo Xiruo, founder of MoldBreaking of Shanghai Moke Advertising Media Co., Ltd., suggested that the "going to sea" of domestic brands is a huge opportunity, "The Japanese market is becoming a preemptive position for many domestic beauty brands." ”
Efficacy Skincare Forum: The 100 billion efficacy market will move towards a qualitative change in technology
The efficacy skincare market has become one of the fastest growing markets. He Wanying, co-founder and senior data analyst of Damai Planet, pointed out that in 2020, the size of the national efficacy skin care market will be 81.5 billion, and it will exceed 100 billion in 2024.
So how can you create a real functional skin care product and eat the era dividend first? Mei Hexiang, founder of Fotu Medicine, believes that whether the product can truly "achieve efficacy", it is necessary to answer the questions of "can the product be transdermal absorption", "is the mechanism of action of the ingredient clear", and "is there a clinical result".
Tu Guihong, chairman and chief scientific research officer of Guangzhou Meizhong Biotechnology Co., Ltd., pointed out that to do functional skin care products, it is necessary to have functional raw materials, and to really do cosmetic raw materials with outstanding functions, it is necessary to use biotechnology.
Li Chengliang, president of the Oriental Meigu Functional Skin Care Research Institute, has the same view as Tu Guihong, who believes that "in the future, functional skin care products will move towards technical qualitative changes." ”
New Product Development Forum: Insight into consumer needs is the underlying logic
At present, product iteration ability has become the key to the survival and development of the brand. Creating products that meet the real needs of consumers is the consensus of many speakers in the new product development forum.
Li Hewei, chairman of Weibo Haitai and creator of freeze-dried masks, frankly said that in many sub-categories, lyophilized masks can break through, and the key is to meet the core needs of most consumers.
"Products that use natural raw materials will evolve for the better." Qiu Xiaofeng, vice president of Northbell, believes that driven by national policies and regulations, natural raw materials will usher in more opportunities with safety and efficacy needs.
Chen Jiexuan, brand director of Kating, also said that understanding the needs of consumers is the premise of developing new products, and on this basis, we will create differentiated and recognizable products.
New Marketing Forum: The refined operation of the private domain has entered a deep cultivation period
In exploring new marketing methods, "private domain operation" is a word frequently mentioned by speakers at the new marketing forum. "Only enterprises that can digitize globally and open up the business closed loop can compete for digitalization in the future." Song Wen, brand director of the private domain operation center of the smart marketing business group of Weimob Group, said.
Zhao Xuejie, co-founder of Baiying Technology, also mentioned that "in 2022, the refined operation of private domains has entered a period of deep cultivation, and the quality of private domain fans has become the core focus. The servitization of private domain shopping guides, the combination of powdering links, the diversification of powdering scenarios, and the refinement of powdering logic will affect the quality and efficiency of private domain operations. ”
Lu Xin, commercial director of Dr. Ding Xiang, believes that consumer demand shows a healthy trend, and brands also focus on healthy content marketing in product marketing.
"Healthy content with marketing will become a new opportunity for brand growth." Lu Xin said.
Live e-commerce forum: Brand self-broadcast is one of the huge incremental opportunities
For today's beauty brands, live e-commerce is no longer a multiple choice, but a must-choose. According to the analysis of Shen Po, chief data analyst of Feigua, in the first 10 months of this year, the GMV of the three major platforms of Douyin, Kuaishou and Taobao has exceeded 200 billion.
In the view of Lin Yuting, vice president of Gu Yu, the layout of brand self-broadcasting and live broadcasting of talents is the top priority, and brand self-broadcasting is one of the huge incremental opportunities.
Yu Xiaowen, head of live broadcast operations in the middle of the beauty industry of the huge engine, suggested that beauty brands should create a "pulse- and" development path to do self-broadcasting. That is, from the cold start period to the growth period, and then to the brand maturity period, the brand should form a "pulse leap" through the rational layout of advertising delivery, advertising optimization, long-term stable investment, node large budget delivery and other major elements.
It is reported that the annual meeting site also held a grand 2022 CiE China Cosmetics Innovation Exhibition release ceremony.
The event is the first large-scale beauty exhibition in the cosmetics industry in 2022, which will open in Hangzhou International Expo Center from February 22 to 23, 2022, setting up 6 exhibition halls with an exhibition area of 60,000 square meters, and is expected to have more than 40,000 professional visitors.
For the full coverage of the conference and the latest event information, please pay attention to the "Cosmetics Observation" or "CiE Beauty Exhibition" public account.
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