"Strength speaks"
For a long time, both high-end beauty and anti-aging markets have been firmly controlled by foreign brands. However, in recent years, with the continuous attack and breaking of domestic brands represented by HBN, this pattern has begun to change. So, in the foreign-led track, why can HBN tear a hole? What is its underpinnings?
Domestic goods "brush A" pioneer
According to data from BlueEye Intelligence (Enterprise Edition), the proportion of Chinese consumers of all ages before the age of 45 who are concerned about skin aging accounts for more than 80%. Among them, 89.09% of consumers aged 21-25 who are concerned about skin aging account for 90.58% by the age of 26-30. As far as the Chinese market is concerned, anti-aging has shown a trend of getting younger and younger.
The rapid rise in the demand for anti-aging has also brought the A alcohol as an ingredient. A alcohol, also known as retinol, is a member of the vitamin A family and is currently recognized as one of the effective anti-aging components in the world. As far as the domestic market is concerned, according to the "2020 China Online High-growth Consumer Market White Paper" released by Magic Mirror Market Intelligence, Taobao Tmall A alcohol skin care product sales reached 1.28 billion yuan in 2020, an increase of 262.5% year-on-year. In this regard, some people in the cosmetics industry said that 2020 is the outbreak year of A-alcohol ingredients.
The popular "morning C and late A" skin care formula in the past two years is to ignite the fire of A alcohol ingredients. In the Little Red Book search for "morning C and evening A", there are more than 80,000 related notes, which is enough to see the high volume.
It is worth noting that before 2019, the A alcohol component is still in a state of no one in China. As can be seen from the 360 index, before April 2018, the heat and attention of "A alcohol" and "retinol" on the Internet were 0, and then gradually began to maintain a higher heat trend. That is, around this period, HBN took the lead in seizing the opportunity to focus on the research and development of the anti-aging formula of the efficacy of vitamin A alcohol, and completed the filing in 2019 and took the lead in releasing the A alcohol anti-aging series, becoming a pioneer of "A alcohol anti-aging" in China.
▍Cut from 360 index
It should be known that foreign brands once relied on brand advantages, product reputation, time accumulation and channel construction and other advantages to have a wide and stable consumer population in China's high-end market, especially in the field of anti-aging segments, making it difficult for domestic brands to intervene. In 2019, the "Double Eleven Facial Skin Care Tmall TOP30" best-selling single product list released by Oteou International Consulting proves that anti-aging products are all foreign brands, while domestic mainstream skin care brands are still grabbing the basic efficacy market such as moisturizing and moisturizing. The domestic anti-aging market is strongly occupied by international big brands, and the domestic anti-aging brand has almost zero sense of existence.
As a domestic "A alcohol anti-aging" pioneer, HBN directly took the lead in breaking the monopoly of the anti-aging market by international brands. According to the magic mirror market intelligence, HBN ranked NO.1 in the sales volume of A alcohol in the whole network in the first year, and won the honor of A alcohol anti-aging Top1 brand for 3 consecutive years since 2019. As a domestic anti-aging brand, HBN surpasses international brands in the scale of the A alcohol market. In addition, many of HBN's products have long been ranked in the anti-aging products of Tmall, Douyin and other platforms such as "repurchase list", "word-of-mouth list", "sales list" and "explosive list" TOP1 and other honors, becoming the first domestic brand to go out of the circle in the field of anti-aging skin care.
It can be seen that HBN is one of the very few domestic brands that can face the efficacy of the international big brand, in the 2021 Tmall Golden Makeup Award Ceremony, HBN, as the selected domestic cutting-edge brand, and La Mer, HR, Estée Lauder and many other skin care brands appeared on the same stage, with strong brand strength, in a number of big names in the strong competition to stand out, have won three major industry awards, including "annual TOP brand", "super ingredient award", and "ingredient is king award", It also directly verifies HBN's strong brand hard strength.
Adhere to the road of scientific research
Under the wave of national anti-aging, it is not strange that major brands have rushed to the beach layout, but because the actual effect cannot meet the needs of consumers and the skin texture of the product, there are major problems, and the products that can really withstand the test of anti-aging can be described as rare.
Only 3 years after its establishment, why does HBN have the courage to face international brands head-on and stand out in the fiercely competitive anti-aging market? This is inextricably linked to HBN's hardcore product strength.
In 2019, the HBN brand was born in China and took the lead in becoming a domestic "A alcohol" anti-aging pioneer. The brand takes "having visible effects" as an innovative concept to create the ultimate anti-aging skin care products. According to the relevant person in charge of HBN, from the first day of HBN's establishment, it has taken the value confidence of reshaping China's new generation of skin care brands as a mission, as the earliest pioneer and leader brand in China to focus on "A alcohol" anti-aging, HBN insists on not taking shortcuts, not following the unspoken rules such as "concept addition" and "no practical effect" that the domestic industry is accustomed to at that time, but aiming at the anti-aging skin care market strongly occupied by international big names.
HBN's excellent product strength comes from the brand's deep cultivation in research and development for many years. It is understood that the core R&D team of HBN is led by doctors and doctoral supervisors of the Chinese Academy of Sciences, and has a joint laboratory jointly built with the Chinese Academy of Sciences, and continues to cultivate "real and effective" anti-aging products. It has a number of "scientific research-level" independent research and development technologies and self-developed formulas. It also works closely with a number of authoritative laboratories around the world to continue to explore and study raw materials and anti-aging actives.
After 3 years of anti-aging research and making the efficacy of the product "real and effective", HBN has not changed its original intention on this road. HBN relevant person in charge said that HBN is the earliest domestic announcement that only can be authoritative clinical verification of the "real and effective" anti-aging skin care products pioneer brand, HBN more than 95% of the products have passed the SGS authoritative third-party human efficacy test, with the help of professional and authoritative scientific testing to verify the true effectiveness of the product.
At the same time, in January this year, HBN and Dr. Clove launched the "Efficacy Visualization Test" experiment, which went to the world's leading third-party authoritative testing institution "SGS Laboratory" to conduct a strict human efficacy test on HBN Double A Alcohol Night Cream. The results showed that after 28 days of efficacy tests, the skin texture and firmness of the subjects were significantly improved, once again demonstrating the powerful efficacy of HBN Double Aol Night Cream. In the HBN Tmall flagship store, this double A alcohol late cream has reached 10,000+ monthly sales.
In addition, some people in the cosmetics industry have mentioned that some brands in the market have launched products with A alcohol as the main ingredient, more in the "fried concept", and their product formulas and concentrations are relatively opaque. A alcohol is not stable, easy to inactivate, but also has a certain degree of irritation. This is a problem that needs to be considered for the research and development of A-alcohol skin care products.
In order to further solve the two natural problems of A alcohol inactivation and intolerance, HBN optimizes the formula efficacy and safety regardless of cost and time, and finally a bottle of ACTCOCOON™ (silkworm chrysalis) "gold particles" specializing in wrapping technology A alcohol essence milk was born, which is also the first "visible A alcohol" on the market, since then the problem of A alcohol is easily inactivated and easy to stimulate by HBN, which provides a new choice for sensitive skin consumers.
In the study of A alcohol, HBN has never stopped. It is not only a domestic "A alcohol" anti-aging pioneer, but also a leader. After specializing in ACTCOCOON ™ "silkworm pupae" gold particle wrapping technology, HBN continued to develop the scientific research-grade CompositeX-ATRA™ compound vitamin A alcohol formulation technology, which made the effect of A alcohol more direct, the effect more significant, mild and non-irritating, breaking the previous monopoly of A alcohol as an international high-end brand.
It is undeniable that the breakthrough of HBN is not easy. If HBN's initial popularity stems from the determination and courage to boldly develop A-alcohol anti-aging and domestic "true efficacy" skin care products, and now the continuous popularity and leading high reputation, it completely relies on the HBN team to "carry out the efficacy to the end" from the end. As the first pioneer brand in China to announce that it will only do "real and effective" anti-aging skin care products that can be clinically verified by authority, HBN's progress and achievements have set a benchmark for a number of domestic products, and at the same time, it has given a shot in the heart to the domestic beauty and skin care industry.
Millions of users have achieved 1 billion anti-aging brands
In the 3 years of growth, HBN has become a domestic brand with millions of A-alcohol anti-aging real users, which has also enabled HBN to successfully achieve breakthrough growth from 0 to 1 billion. Why is HBN growing so fast?
It is reported that in the past few years, HBN has relied on A-alcohol users to upgrade the iterative formula, efficacy and ultimate sense of experience again and again, so as to have a high repurchase rate, and a continuous leading word-of-mouth and sales advantage barriers. Impressing consumers with real and effective anti-aging effects, HBN has become one of the few brands in China with millions of A alcohol users.
In addition, different from the development and iteration process of conventional skin care products, HBN's research and development paths need to carry out nearly 1,000 batches of massive clinical human efficacy experiments every year, continuously accumulate massive real human efficacy research data, rely on the accumulation of massive physical user anti-aging efficacy data, and continuously upgrade the significance, safety and ultimate experience of efficacy.
Based on the user advantages of more than 5 million high-quality and accurate anti-aging groups that have been accumulated, the continuous repurchase of millions of anti-aging precision users, word-of-mouth and efficacy feedback, there is a real basis for continuous improvement and iteration to make more users truly satisfied with the ultimate anti-aging products. This has created HBN to rank first in the industry's sales, word of mouth, repurchase and other lists of anti-aging skin care products for a long time, achieving a storm growth from 0 to 1 billion in 3 years.
From 0 to 1 billion in 3 years, the growth of functional skin care products is TOP1, and the ultra-high quality user base... After 3 years, HBN has made many remarkable achievements, has become one of the fastest growing cutting-edge brands in domestic goods, especially the HBN efficacy anti-aging series accounts for more than 90% of the total number of users, user portrait data is highly crossed Lancome, Estée Lauder, SK-II, Keyan's and other internationally renowned efficacy skin care brands, in the domestic efficacy skin care products, whether from the user volume or user quality, there is a significant leading representative advantage.
▍ The longer the number axis, the more users the brand flows to HBN, and the data source comes from Tmall
With the official implementation of the new regulations, the beauty industry has entered an era of spelling formulas, comparing technology, and looking at efficacy. Efficacy cosmetics research and development, declaration, publicity and other aspects are more stringent, domestic brands only in raw materials, technology, patents, production, research and development, user experience, etc., to build their own moat, in order to have the confidence to compete with international brands, it is possible to counterattack, and long-term prosperity.
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