In the case that the anti-aging track has been monopolized by international big names, few domestic brands can break through, and the HBN that breaks the game with A alcohol continues to improve, catching up with a number of international big names at the same time, but also out of their own unique steps.
With the development and upgrading of the beauty market, the subdivision track has gradually formed the "key" for the brand to quickly get out of the circle. Among them, functional skin care products are the golden track for domestic brands to achieve curve overtaking.
At present, the concept of anti-aging prevails, and among the new generation of anti-aging brands that have emerged one after another, there is a dark horse that cannot be ignored - starting from the A alcohol category, only 3 years after its birth, it has millions of real A-alcohol anti-aging users of the scientific research effect brand HBN.
It is worth noting that the high repurchase rate of HBN products once surpassed that of international high-end brands, Tmall data shows that the old users who continue to buy back HBN, many of them are the ladies who bought Lancome, Estée Lauder, SK-II, and Keyan's before.
It should be known that the anti-aging track is the ceiling of high-end skin care, and it is also the strongest main position of international first-line brands, and the mind is stable, and the sense of trust accumulated over the years is difficult to shake. Coupled with the user's extremely low fault tolerance rate for new brands, higher expectations, and products with the same anti-aging effect, even if the price of domestic brands is lower, the user's requirements for efficacy and experience will be more demanding than international brands with higher prices.
The question is, how does HBN do it? Among the 100 billion anti-aging tracks, where will HBN go in the future?
01
One step ahead of the market needs
Become a domestic A-alcohol pioneer
First of all, why choose the A-alcohol track?
For the new generation of cosmetics brands, identifying and targeting the demand track and determining product positioning is the first step to business success.
The "morning C and evening A" trend is now brushing the screen, and the clock is turned back a few years, which is not the case.
Before 2019, the Internet's heat and attention about "A alcohol" and "retinol" were almost zero, and the presence of 0 on the Internet can be described as a blank piece of paper.
From 2017 to 2019, Chinese brand A alcohol component products accounted for only about 1% of the total number of A alcohol-related products filed, and there was no actual sales or heat, and only a very small number of A alcohol products sales were also extremely low, and completely occupied by foreign brands, most of them needed to be purchased overseas, and domestic A alcohol products were completely 0 cognition and 0 presence.
At that time, the domestic A-alcohol market was still a wild place, why?
A alcohol, also known as retinol, has been experimentally confirmed to be an effective anti-aging ingredient more than ten years ago, although the anti-aging effect is good, but A alcohol has two major problems that even international brands find tricky "strong irritation, poor stability and easy inactivation".
This is also the key point of the layout of few domestic brands, which also means that as long as these two major problems are solved, the ceiling of the A alcohol track has a high enough ceiling.
As early as 2018, HBN focused on the research and development of the anti-aging formula of vitamin A alcohol efficacy, and completed the filing in 2019 and took the lead in releasing the A alcohol anti-aging series, becoming a domestic A-alcohol anti-aging pioneer.
In addition to the R&D team led by the Doctor and Doctoral Supervisor of the Chinese Academy of Sciences, HBN also has the HBN LAB independent professional laboratory jointly built with the Chinese Academy of Sciences, which has a number of independent research and development technologies and self-developed formulas at the "scientific research level".
In order to solve the two natural problems of A alcohol inactivation and intolerance, HBN uses a scientific grade CompositeX-ATRA compound vitamin A alcohol formula on the one hand, which has stronger lightening force and reduces irritation; second, it adopts the unique ACTCOCOON (silkworm pupae) "gold particle" wrapping technology to maintain the high activity of A alcohol.
This big blue ocean has ushered in the first pioneer of domestic products who dares to be the first.
The data shows that although it is only a young brand established in 2019, HBN has topped the A alcohol anti-aging Top1 brand for 3 consecutive years, and the first year of the whole network A alcohol sales no.1 brand, which has surpassed international brands such as L'Oréal in the scale of the A alcohol market. The gold single product "Double A Night Cream" surpasses international brands such as Helena and Estée Lauder, as the only domestic product dominant Tmall hot sales, praise, repurchase list 3 top 1.