"What impressed me about Hua Xizi was its product itself."
Recently (October 29), Li Jiaqi posted a video on his Weibo and Xiaohongshu accounts explaining how he and Hua Xizi got together and why he firmly supported Hua Xizi, expressing the above feelings.
In the video, Li Jiaqi said that Hua Xizi's "maverick". A few years ago, the popular track of makeup was lipstick, makeup removal, etc., and makeup setting was not optimistic about the industry, and Hua Xizi firmly chose this track. In order to make the makeup refined, Hua Xizi has been making honey powder carefully for 5 years, constantly iterating products, and providing consumers with better products. Such perseverance is also called "Hua Xizi spirit" by Li Jiaqi.
In fact, from air powder to bird chaofeng relief makeup palette, concentric lock lipstick, Luo Daisheng flower eyebrow chalk, etc., every product of Hua Xizi has "hit" the tip of consumers' hearts. In the case that this year's Double 11 did not exchange sales for discounts, it was still able to win the top 1 of the domestic makeup pre-sale list.
It is true that while growing rapidly, Hua Xizi is gradually precipitating brand value. As Li Jiaqi said, Hua Xizi's success stems from its consistent long-term values.
Bonded with Li Jiaqi
How does Hua Xizi "sharpen a sword in five years"?
"Iteration is about looking inward and competing with yourself."
In Li Jiaqi's view, Hua Xizi's powder is the best display of product iteration.
Since its birth in 2017, according to the different makeup effects and skin types of consumers, Hua Xizi Air Powder has been extended to a variety of versions and dozens of formula upgrades in five years. Nowadays, Hua Xizi Air Powder covers a variety of combinations such as transparent, natural, meat powder, pearlescent and matte in terms of makeup effect.
"A large number of users participated in the blind test experience in the process of upgrading honey, and the product team of Hua Xizi summarized and analyzed them one by one, and until now, the upgrade for powder is still continuing." The relevant person in charge of Hua Xizi introduced that in pursuit of ingenuity, Hua Xizi's iteration has been on the road.
At the beginning, Li Jiaqi could not accept the price of Hua Xizi honey powder above 100 yuan, and admitted that "I can't go to the live broadcast room." But after being attracted by the product power of Hua Xizi honey powder, this product has also become a "frequent customer" in Li Jiaqi's live broadcast room.
Market recognition is also reflected in sales performance. According to business staff data, from October 2020 to October 2021, Hua Xizi Air Powder ranked first in the sales list of international brands such as Givenchy and Nars on the Tao platform, with a market share of 21%, becoming a proper "powder king". According to Tao data, from January to September this year, Hua Xizi's market share in the honey powder category has exceeded 15%, and the volume is in the top 1 of the powder category, ahead of other brands.
It is worth mentioning that Hua Xizi's persistence also has extraordinary significance for the makeup industry - it breaks the price ceiling of domestic makeup.
Why Hana Xizi?
According to a number of industry insiders, Hua Xizi's success stems from its persistence on the track, its intentions for products and its investment in research and development.
Innovative track, adhere to "maverick". As mentioned above, in terms of category, Hua Xizi chose to cut in with fixed makeup, opened the market through air powder, and then conquered other markets through concentric lock lipstick, screw eyebrow chalk, etc.; In terms of price positioning, Hua Xizi has chosen a track that few domestic makeup dare to break into - the mid-to-high-end market, and gradually raised the status of domestic products in this market.
"Five years to sharpen a sword", Hua Xizi iterates to produce high-quality products. With the exception of the air powder mentioned above, each of Hua Xizi's products has been carefully crafted. Such as ceramic lipstick, from inspiration to final landing, it took 2 years. "Hua Xizi has launched more than 40 products in five years, and behind it are more than 200 product solutions that have never been launched." According to the relevant person in charge of Hua Xizi, the research and development cycle of Hua Xizi products averages 1 year and 9 months. It is the typical "slow development" that creates high-quality products.
Invest 1 billion yuan to build an oriental beauty research and development system. This year, Hua Xizi announced for the first time that it will invest 1 billion yuan in scientific research in the next five years to create a complete and technologically advanced oriental beauty research and development system, including the first CMF laboratory built by a beauty brand in China, as well as a consumer research center, a cosmetics science and technology innovation center, and an oriental aesthetics and space innovation center.
Create a cultural symbol unique to a generation
"The Hua Xizi we want to create is not only a makeup brand, but also a cultural brand." Hua Mantian, the founder of Hua Xizi, once said in an interview with Cosmetics Watch.
In the past five years, Hua Xizi has been using products as a carrier to inherit China's unique traditional culture and aesthetics. "Cultivating Hua Xizi into a unique cultural symbol of a generation" has become Hua Xizi's "obsession" on the road to building a brand.
Li Jiaqi also believes that culture is the starting point of everything. "After the powder came out of the circle, Hua Xizi immediately launched the carved lipstick, reflecting the oriental carving art and culture in the product, so that consumers can see the oriental aesthetics." He said that after a conversation, he decided to co-create products with Hua Xizi's team, "the first stop made the Miao impression, the second station made the Dai impression, I believe there will be more different products in the future."
This is the tip of the iceberg of Hua Xizi's "culturally empowered products". Hua Xizi's insistence on culture also reflects the creation of the discourse system of the makeup brand - the excavation and inheritance of Chinese makeup and Chinese colors.
Not long ago, Hua Xizi took the lead in launching the initiative of giving new Chinese makeup, and extracted three modern Chinese makeup elements with oriental fashion sense: "slender eyebrows, under-eye color, and dotted lips". Recently, Hua Xizi created 4 Chinese colors with unique Chinese culture and applied them to new lip veils.
"Culture is the nourishment of brand creativity, but creativity is the seed, it can only blossom if it is landed, and the inheritance of the spirit of new craftsmen is the foundation of creative landing." Ziqi, visual director of Hua Xizi brand, said that the new color ideas of lip yarn come from those Chinese colors that have not faded for thousands of years, and they are the most classic designs in themselves. In fact, from traditional micro-reliefs, ceramics to ethnic series, behind each work, there is Hua Xizi's inheritance and adherence to culture.
Hua Xizi co-model Zhang Xujia said that Chinese makeup is not only makeup, it is also a carrier of oriental culture. "I have known Hua Xizi for five years, and on the way to explore Chinese makeup together, I have witnessed its persistence and growth. The four connotations of 'technique, color, meaning and god' extracted in the Chinese makeup system have given me a new understanding of Chinese makeup, and one makeup can carry thousands of stories. ”
At present, Chinese lipsticks and lip gloss have many colors and different textures, but most of them are based on Western aesthetics, and there is no complete color and texture system that belongs to domestic products. Hua Xizi's move undoubtedly built a deeper brand moat for herself and domestic makeup.
Huaxizi dominates the "apocalypse"
With the will of "five years of grinding a sword" to create products, with culture to forge brands, let Hua Xizi go further.
Hua Xizi products not only sell well at home and abroad, up to now, consumers in more than 100 countries and regions have purchased Hua Xizi products; Moreover, it dominates the list in various promotional activities.
Taking this year's Double 11 as an example, 250,000 pieces of Yurong yarn powder co-created by Hua Xizi and Li Jiaqi were sold out on the shelves, and in the pre-sale, Hua Xizi ranked first in domestic makeup.
Behind this achievement, it is not the consistent "discount promotion" of most brands, on the contrary, during Double 11 this year, Hua Xizi set up Oriental Impression Month, with the theme of "Oriental Impressions, Passed on from Generation to Generation", focusing on the dissemination of oriental aesthetics and cultural stories.
Behind this measure, it may give makeup brands new enlightenment - it is not necessary to "exchange price for quantity" during the promotion period, do a good job in scientific research investment and brand power building, and the brand may be able to obtain more lasting performance.
For example, the Jade Rongyao powder, which was sold out at the first release of Double 11, uses Air jet high-pressure air flow fine grinding technology. Another example is the air powder jade version, according to Li Huiliang, chief scientist of Hua Xizi, in this product, the innovative living face jade square is the joint result of jade culture and scientific and technological innovation empowerment, which realizes the concept of more oil control and breathability.
Li Huiliang said that the oriental beauty research and development system created by Hua Xizi is the foundation of research and development. By integrating beauty wisdom and makeup technology, the skin-nourishing ingredients can exert greater efficacy, which has been reflected in products such as air powder. "These phased results allow us to firmly walk on this road - a long-term approach to providing consumers with better and more valuable products."
"In five years, Hua Xizi has blossomed and seen results in the fields of makeup, aesthetics, research and development. May in the next five years, we can go farther and let the flowers of the East bloom in every corner," Li Huiliang said, "as long as the direction is right, even if it is a little slow, but sooner or later we can reach the destination we want." ”
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