A person, a book, a brand story. Hidden in the writer He Jianming's new work "The Pearl King of China", what kind of story is about Shen Zhirong and pearls?
Fine sand and stone, inadvertently into the body of the mussel, the mussel's mantle membrane is stimulated, it will secrete pearl, the fall of the sand and stone layers wrapped to make it smooth, so that over time gradually formed a bright and moist outer pearl sac, that is, pearls.
Simply put, this is how pearls are formed. If a gravel wants to become a pearl, it takes three or five years to undergo tempering, and to develop a pearl into a mature national brand, Shen Zhirong used more than fifty years.
01
Shen Zhirong's pearl business
With the arrival of "World Book Day" on April 23, writer He Jianming's "China Pearl King" has been released, which is a documentary literary work showing the development process of the Chinese-industry cultured pearl industry, which is based on the entrepreneurial concept of Shen Zhirong, the founder of Oushiman Holding Group, who persistently pursues, dares to innovate and adheres to the original intention, showing the great efforts made by Chinese pearl people to make the pearl cause of the motherland prosperous and develop.
Tracing Shen Zhirong's fate with pearls, it is necessary to turn the time back to the summer of 1967.
At that time, only 19-year-old Shen Zhirong was an apprentice in Leidian United Fish Farm, under a coincidence, he accidentally got three mimeograph materials from the fish farm master, and the content of "River Mussel Pearls" was impressively displayed in front of Shen Zhirong's eyes, driven by great curiosity, Shen Zhirong slowly groped and began to study modern artificial freshwater pearl culture technology.
Finally, the extremely talented Shen Zhirong used a pair of tweezers, two copper wires, three drawings, and at the same time deeply combined with the traditional pearl culture technology left by Ye Jinyang, a southern Song Dynasty person, to promote the large-scale cultivation of freshwater pearls.
In 1994, Shen Zhirong established Zhejiang Oushiman Group Company, and now 27 years have passed. During this period, he not only optimized the large-scale breeding technology of pearls, increasing the proportion of high-quality pearls from the original 7.6% to 70%, but also established the first comprehensive scientific research institution on pearls in China in 1983 - Deqing Pearl Research Institute, which provided strong product research support for Ou Shiman to become a household name brand.
At present, on the entire honor wall of the Ou Shi Man Pearl Museum, more than 150 patents clearly record the founder and chairman of the board of directors of Ou Shi Man Holding Group, Shen Zhirong, from the age of 19, for the perfection of a pearl, and unremitting pursuit of more than half a century of painstaking efforts and glory.
02
Make "Pearl Skincare" a household name
At present, in the domestic beauty market, when it comes to pearl skin care, the first reaction of consumers is Ou Shi Man, and pearl skin care has become the loudest sign of Ou Shi Man. According to a set of survey data by Ou Shiman, in consumer cognition, 80% of consumers believe that pearls and whitening are highly related, while 90% of consumers believe that pearls are beauty products. In short, Ou Shi man, whose main ingredient is pearls, has been labeled as "whitening" and "beauty" in the market.
In fact, the concept of pearl skin care has a history of more than 2,000 years in China, as early as Li Shizhen's "Compendium of Materia Medica" has recorded the effect of external use of pearls on human skin: "Pearl coating, moisturizing and good color, applying hands and feet, removing skin defects, removing facial spots", until now the concept of pearl skin care is still highly respected in the beauty industry.
According to historical records, Empress Dowager Cixi was a crush on pearls, who loved to use pearl powder to cover her face, often using pearl powder to bathe, until her skin was still better than snow, and her temperament was dusty. Pearl skin care is one of the secrets of skin care used by the court, and hundreds of years later, Ou Shiman's pearl skin care has entered thousands of households. It can be said that although pearl skin care is not the first creation of Ou Shi Man, it is Ou Shi Man who carries it forward.
At present, Ou Shi Man's product line has covered skin care, makeup, washing, baby, men and other categories, and there are more than 20,000 offline KA, CS and department store channel outlets. In recent years, among the many products of Ou Shi Man, the main Ou Shi Man star explosive product "Little White Lamp" has gradually won the market is one of them. In 2020, "Little White Lantern" will sell more than 3 million bottles per year, achieving sales of 580 million yuan.
Keeping pace with the times is the marketing attitude of Ou Shi Man in the market, the rise of new media let Ou Shi Man see the opportunity, in the past two years, the use of vibrato, Kuaishou and other new media dissemination, Ou Shi Man will be one of its whitening light spot mask cultivation into Tmall mask whitening category sales NO.1, now a month's output has reached 2 million pieces.
Ou Shi Man, who came out of the pearl, is to vigorously promote the development of pearl culture, in a series of cultural tour activities such as "Yang Pearl Culture, Tree Century Brand", Ou Shi Man only helped the terminal store to overcome the pressure of epidemic operation, and also made the brand gain a wide voice inside and outside the industry.
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Scientific research is the biggest confidence of Ou Shiman
In recent years, China's cosmetics market has undergone earth-shaking changes, the era of low-cost competition has long become history, the concept of "product is king" has become more and more popular, how to enhance scientific research capabilities has become a topic of the times that brands have to think about.
Ou Shi man used innovation and breakthrough again and again to prove himself to the market.
At the beginning of April this year, through two days of remote assessment, the OuShiman Test Center successfully passed the expansion review and regular supervision review of the China National Accreditation Service for Conformity Assessment (CNAS).
This move means that the Ou Shi Man Test Center will soon all have the accreditation qualifications in the four major fields of physics and chemistry, efficacy, microbiology and toxicology, and can issue test reports with cnAS logo and ILAC-MRACNAS joint logo. At the same time, this marks that Ou Shi Man Test Center has a national and internationally recognized management level and testing capabilities, and has become the first cosmetics manufacturer in Zhejiang Province to be recognized by CNAS National Laboratory.
It is worth mentioning that last year, Ligfactor-p multi-target pearl whitening polypeptide Ligfactor-p stood out in more than 200 product entries for its innovation, safety and stability, and won the 2021 Ringier Technology Innovation Award. The award-winning pearl whitening peptide Ligfactor-p is a water-soluble pearl peptide freeze-dried powder. It has a strong endothelin antagonistic effect, which can make melanocytes not be stimulated, maintain a "hypnotic" state, and have the effect of whitening and removing spots, lightening red blood filaments and so on.
According to the brand side of Ou Shi Man, the laboratory of Ou Shi Man R & D Center has accumulated 156 patents and led or participated in the formulation of 33 standards. Among them, in the 2021 list of municipal key laboratories released by huzhou science and technology bureau in 2021, the key laboratory of huzhou pearl deep processing of Oushiman Biological Co., Ltd. is in sight. Shen Zhirong was also successfully selected as the "Science and Technology Dreamer" of Zhejiang Province in 2021.
In the inscription of the book "The Pearl King of China", He Jianming wrote: "Some people praise him for only one pearl in his life. In my opinion, he himself should be an extremely precious and unique pearl in our country and even in the world. The light emitted by this pearl reflects the great national spirit of struggle of Chinese, and illuminates and warms every human heart that loves beauty and health."
The beauty industry is a "unique pearl", which is the most pertinent evaluation of Shen Zhirong.
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