On the fifth "China Brand Day" on May 10, 2021, Sohu Fashion [Chinese Style] Tasting Awards project was officially launched. In the past year, the [Chinese Style] Tasting Awards have always maintained close observation and in-depth reporting on major Chinese brands, and gained insight into the cutting-edge development of the industry. In order to further sort out and summarize the achievements of major Chinese brands in the past year, on the occasion of the sixth "China Brand Day" on May 10, 2022, Sohu Fashion, Sohu Auto, Sohu Technology, and Sohu Finance jointly selected the "Annual Top Ten Style Brands":
Now please go through this article and enter the beautiful illusion of HuaXizi.
In recent years, more and more local brands have radiated strong vitality and are on the track of rapid development. Nowadays, young people's lives have a strong sense of existence of domestic products.
And this new wave of domestic products has a particularly dazzling wave, it is the domestic beauty brand Hua Xizi that plays the beauty of China perfectly. It not only single-handedly improves the aesthetic appearance of domestic cosmetics, but also brings the unique oriental aesthetics to the international stage.
Founded in 2017, this "young" brand has achieved remarkable results in just 5 years, with a GMV of 3 billion yuan in 2020 and a breakthrough of 5.4 billion yuan in 2021.
After amazon in Japan, many of Huaxizi's products were snapped up; on overseas social platforms, major top beauty bloggers have incarnated as "tap water" to evaluate and recommend Huaxizi's explosive models as fashionable; they have also repeatedly appeared on the big screen of Times Square in New York and labi Shinjuku East Exit Pavilion in Tokyo; and became the designated makeup products of the China Pavilion of the Dubai World Expo...
From a cutting-edge brand to an international reputation, what is the key to Huaxizi's success?
Holding on tightly to the Chinese style is the core.
Hua Xizi's understanding and interpretation of the beauty of the East is not floating on the surface, but with ingenuity and sincerity, truly in-depth study of traditional Chinese elements and excavation of the essence of Chinese style, so that the appearance and core of the product can withstand scrutiny.
National style aesthetics: exquisite and meticulous expression
Born on the shore of Xizi Lake, Hua Xizi is named after Su Dongpo's famous poem "If you want to compare the West Lake with Xizi, it is always appropriate to wear light makeup and thick makeup." Obviously, from the beginning of its establishment, the Huaxizi brand has started from Chinese beauty.
In particular, its classical and beautiful product design, I believe many people are impressed by it.
First of all, the use of dai cyan in a large area in the packaging and materials not only visualizes the meaning of "slightly powdered dai", but also uses traditional Chinese elements such as micro-carving, garden windows, and peonies, but also shows the oriental cultural attributes to the fullest.
In addition, we are also very careful in the process of the product. For example, the concentric lock lipstick, the design reproduces the legendary concentric lock as one of the three magic tools of the old moon, which means that the life and the world are born and the eternal knot is concentric. At the same time, classic love story patterns such as "Zhang Chang Thrush", "Borrowing An Umbrella from the Lake", and "Blossoming on a Strange Place" are carved on the lipstick paste, showing the inheritance of Chinese craftsmanship through very oriental and romantic carvings, and also carrying forward Chinese culture.
Flower West Zi Flower Dew Nourish lipstick with one heart lock lipstick
Another example is the relief makeup plate, which uses the traditional relief process to depict a painting of "Birds and Phoenix", combined with classical screen elements as the distribution of the main color blocks in the plate. At the same time, the color inspiration derived from "Birds and Phoenix" combines the current fashion trends. It not only has the artistic beauty of oriental sculpture, but also takes into account the fashion and elegance.
Hua Xizi Hundred birds of pre-embossed makeup plate
It can be seen that just from the visual aspect of the product, it directly forms a strong degree of recognition, which opens up the gap with other makeup brands, and thus makes the brand image deeply rooted in the hearts of the people.
Cross-border alliance: Breaking the circle to redefine beauty
In addition to grasping the Chinese style label, multi-dimensional and multi-perspective communication and dialogue with consumers has always been an important part of the development process of Huaxizi brand. Among them, cross-border joint names with different circles and different cultural fields are one of the main ways.
Frequent cooperation with fashion brands, the national style through the international fashion occasions to the world. For example, at the New York Fashion Week in the spring and summer of 2020, Huaxizi × Misawa Dream × Yang Lu jointly launched Hanfu, fashion, accessories and other peripherals.
At last year's Spring/Summer 2021 China International Fashion Week, together with the legend of Gaia, which also inherits the oriental beauty, we not only contracted the makeup of the show, but also created a "Roselle Joint Gift Box", which is shaped as a hand-held fan-shaped bag, embellished with pearls and mother-of-pearls, reproducing the river where Roselle stopped. Inside the box are Roselle earrings and makeup plates that blend classical literature with makeup.
In other aspects, Luzhou Laojiao, one of the four famous wines in China, jointly launched the "Huaxizi × Luzhou Laojiao Peach Blossom Drunk" limited customization gift box, creating a cross-border joint brand between makeup brands and liquor brands.
With sword net 3 co-branded "Biyi Acacia" Tanabata custom carved lipstick. The carving ingenuity on the paste of the bird, supplemented by the fifteen sect marks in sword net 3, skillfully blends the oriental classical aesthetic with the modern fashion beauty.
Previously, it also cooperated with Disney's first Chinese princess movie "Mulan" to launch Mulan makeup imitation makeup, which further realized the penetration of brand culture and the strengthening of Chinese style through the combination with the hot IP.
Although the cooperation objects come from different circles, the core has not deviated from the track of Chinese style, especially for the presentation of traditional culture, which is ingenious and deeply fit. Therefore, such cooperation will not appear obtrusive, but can jointly show the charm of oriental culture with the partner, achieve circle-breaking marketing, and further enhance the value of the brand.
Take history as a mirror: the beauty of a thousand years of ancient recipes
Empty talk about the concept and labeling of "national style" are common problems in the field of domestic goods at present. However, compared with the brand that uses the banner of domestic products and the abuse of traditional cultural elements but homogenizes products, Huaxizi is a rare way to integrate the tradition of national style into the core of product technology.
At the beginning of its establishment, the brand team found that many ancient beauty and beauty remedies were recorded in the ancient books of the dynasties, and as early as thousands of years ago, the ancient Chinese people would use natural ingredients such as plants, flowers, animal fats and other natural ingredients to modify the face. Therefore, it is hoped that the floral ingredients and Chinese herbal ingredients will be used in the modern makeup research and development and manufacturing process to create a healthy, skin-nourishing makeup product suitable for oriental women.
Therefore, "raising makeup with flowers, oriental makeup" is the brand concept of Huaxizi. It is not only a high-value design packaging, but also the heritage of traditional culture is integrated into the formula of the product.
On the basis of the research on oriental women's skin, we proposed and built the "Oriental Beauty Research and Development System", and developed products and innovated around its own brand concept. It has established a flower research base such as osmanthus flowers, peonies and lilies, and has also cooperated with many universities and research institutions at home and abroad.
In just five years, it has 130 patents so far, ranking a leading position in the domestic makeup industry.
For example, HuaXizi's star product, Jade Girl Peach Blossom Light Honey Powder, is a special beauty formula originated from the Princess Taiping of the Tang Dynasty. Based on her peach blossom red skin balm formula, peach blossom, silk powder and hyaluronic acid are added to combine ancient and modern, while achieving the effect of setting makeup and skin nourishment.
Hua Xizi Jade Girl Peach Blossom Light Honey Powder
The Four Elephants Balance Foundation Liquid is based on the ancient formula of "clearing and nourishing" and balance and synergy. Together with the "Taihe Kangmei Research Institute", a set of "Four Elephants Balance and Vitality Face Formula" has been developed, which achieves moisturizing and antioxidant makeup by adding dense flowers, dendrobium dendrobium, seven leaves and one branch of flowers, and lotus flowers, and meets the needs of a variety of skin types.
Hua Xizi Four Elephants Balance Foundation Liquid
The lipstick reproduces the ancient formula of Empress Dowager Cixi's flower dew rouge, the eyebrow pencil uses the screw dai eyebrow material used by the Sui Dynasty Imperial Palace Thrush, and the mascara combines the ancient formula of pine smoke and the essence of He Shou Wu... The ingredients of the product are combined with ancient Chinese formulas and Chinese herbal extracts, and through natural plants and flowers and traditional Chinese medicine formulas, the "national style" is strengthened in the essence.
Hua Xizi Luo Dai raw flower eyebrow chalk
When national self-confidence continues to increase and traditional culture actively returns, it is an inevitable development trend that young people are more willing to pay for domestic brands.
However, when the freshness of the concept of national tide fades, how to make domestic brands large-scale, sustainable, and continue to grow and develop rather than be short-lived, is an unavoidable problem for every brand.
In the past five years, Huaxizi has provided a benchmark for the development of excellent domestic brands.
It has a sense of responsibility for the inheritance of traditional culture, skillfully presents Chinese cultural elements, and strictly controls product quality. Interpret traditional culture from a unique perspective, excavate the "oriental beauty" in traditional elements, and integrate it into the process of product research and development, design and promotion - not to crown the name of domestic products, but to root the culture into the brand connotation, and to achieve the ultimate in each module.
Because of this, Huaxizi has been able to stand out among many domestic beauty brands and has a unique recognition.
The development road of domestic products is still very long, in the face of today's huge international big-name market share, a large number of overseas rookies, compared with marketing traffic, domestic products need to compete more in core technology and product strength. Fortunately, there are brands like Huaxizi, so that Chinese style can be actively inherited and carried forward. The future of domestic products, I believe it must be worth looking forward to.