For protective products, some people blindly believe in big brands, thinking that big brands are good; But some people will seriously compare, go to the haystack to find a needle to find products suitable for their own skin type, and it is these people who are willing to spend time to find it that give many emerging brands the opportunity to survive, and also let more and more high-quality domestic products enter the consumer's field of vision.
01 A hundred flowers bloom, emerging domestic products overwhelm European and American big brands
In the previously released 2022H1 one-sided beauty brand growth ranking, among the top 50 brands in e-commerce sales market share, domestic Gu Yuli overtook Winona, La Mer Mystery, Olay Oil and other brands, second only to the old domestic products Polaya to achieve the second good result.
Source: The Paper
It can be clearly seen that among the top ten brands on the list, domestic brands occupy 7 seats, in addition to the more mature old domestic brands - Peraya, Winona, Naturetang, Gu Yu, HBN, Zhiben and Youshiyan are all emerging domestic brands. Among them, Gu Yu has become the first trend of emerging domestic sales.
Source: The Paper
Why can these emerging brands surpass many big European and American brands and become the top 10 brands in terms of growth power? In addition to the comprehensive performance of the brand in marketing, market power and brand power, the most fundamental thing is the practical spirit of these emerging domestic products for the skin type of Chinese people.
For example, Gu Yu on the list is a combination of traditional solar terms health culture and according to the characteristics of Chinese people's skin quality, put forward the gentle skin care concept of "effective skin care according to the time and order". In the rainy season, everything is born, and the local skin care brand [Gu Yu] was born in this blending spring, and it is the sixth anniversary in the blink of an eye.
02
"Sincerity" shows cultural confidence with heart, scientific and technological strength
If in the past, China's beauty market was the world where foreign brands were popular, then now it is the era of the rise of domestic brands and the gradual replacement of foreign brands. To be able to blow your own trumpet in an environment where the vast majority of the market share is in the hands of foreign brands, in addition to excellent strength, you must also have absolute cultural confidence. Gu Yu, which is derived from the traditional Chinese culture of solar terms and health preservation, occupies an innate advantage in this regard.
Gu Yu's products from the initial popular "thriving" brush head cleansing on the whole network to the "hundred flowers" scene such as light licorice, mountain ginseng series, truffle series and so on that have been unanimously praised by consumers, it can be said that Gu Yu has built a world of gentle and powerful skin care schools belonging to Chinese with her own strength.
Wang Anning, the founder of Guyu brand, who has more than 10 years of experience in cosmetics research and development and industry, chose a typical Chinese name [Gu Yu] at the beginning of the brand's establishment and positioned the product on plant-based skin care is not only a demonstration of his confidence in Chinese culture, but also an expression of a "sincere" attitude. Because in his view, the mission of an enterprise is to create value, not blindly pursue profits. Therefore, Gu Yu has also been adhering to the ancient precept of "cultivating and no one sees, and having God knowing" to make products with heart, hoping to bring pharmaceutical-grade effects to consumers.
From product research and development to packaging design and publicity style, Gu Yu is adhering to the application and export of traditional culture. In terms of product research and development, Gu Yu has successively developed five product series, including "Light Fruit Licorice Whitening Series", "Amino Acid Cleansing Series", "White Thousand Truffle Oil Control Series", "Cactus Hydration Series", and "Mountain Ginseng Firming and Repair Series", focusing on the core elements of the brand of "efficacy, plant extract, culture", and developed hundreds of SKUs to meet the different needs of various skin types.
In September 2021, Gu Yu immersed in the new national style press conference
In terms of packaging design, Gu Yu's products have also been pursuing the design concept of "Avenue to Simplicity", there is no bells and whistles appearance design, and the simple cylindrical bottle body + log lid is Gu Yu's signature design style. Even the press conference is very Chinese traditional characteristics of the new Chinese style, can be described as from the inside out to show the genes of traditional culture.
In addition, Gu Yu adheres to the principle of 9 major 0 additions in product research and development, and does not contain alcohol, pigments, flavors, hormones, mineral oil, pregnant women's cautious ingredients, etc., a large part of which also realizes the replacement of cheap flavors with precious plant essential oils, showing Gu Yu's original intention of creating a "pharmaceutical-grade" efficacy skin care product brand.
In the past two years, Gu Yu Laboratory has gathered scientific and technological talents in botany, dermatology, biochemical and other fields at home and abroad, introduced world-class equipment, and specialized in the research of plant extracts. Using modern multi-extraction technology, effective natural ingredients are extracted from plants to achieve a scientific combination of plant extracts, so as to create plant-based skin care products that are more suitable for Chinese skin.
50-year-old light fruit licorice root
For example, the ingredient "light fruit licorice" that made Gu Yu famous in the field of plant extract skin care and is still its flagship product is the core formula that Gu Yu specializes in for the different skin conditions and pain points of Chinese people. In recent years, among the main whitening products, most of the "brush acid" ingredients such as niacinamide, arbutin, vitamin C, tranexamic acid and so on, but as everyone knows, among the rich species of Chinese characteristic plant resources, the same whitening effect but more gentle ingredients, licorice alone is one of them.
According to reports, licorice alone can achieve 4 channels of blackening with only a single ingredient, achieve efficient whitening, and its whitening effect is about 80 times that of the prototype vitamin C and 25 times that of kojic acid. The use of the light licorice ingredient known as "whitening gold" Gu Yuguangguo licorice series products, also because of its differentiated whitening product ideas, in 2021 Tmall Golden Makeup Award - Generation Z Annual Brand Innovation Marketing Award is a good result.
03Enhance brand building and strive to build a century-old domestic brand
A large amount of scientific research investment has made Gu Yu have products trusted by consumers, since its establishment, Gu Yu has insisted on creating full-scene whitening products, hoping that consumers with any skin type and skin needs can find suitable whitening products in Gu Yu. Its strong product power gives consumers a reason to buy Gu Yu, but if you want to make the brand go further, the company's soft power is also a "plank" that needs to be adjusted urgently. In April this year, during the [Valley Rain] solar term, the brand officially announced the new generation of powerful actor Zhou Dongyu as its spokesperson, from the brand name to the choice of spokesperson to show the brand tonality of "oriental charm, indifferent and elegant".
Gu Yu has always been committed to integrating oriental traditional culture and aesthetic concepts into the brand, creating an elegant and charming aesthetic concept, and transmitting Chinese culture to the world, so Gu Yu has the same concept of the classic mobile game "Honor of Kings" launched Gu Yu's × "Honor of Kings" cross-border co-branded products, bringing the products and the traditional culture contained in them into a broader field, making Gu Yu popular among Generation Z.
The reason why it can stand out among emerging brands is not only its 14 years of concentration in plant ingredients, but also the brand's shaping of its own culture and the promotion of traditional culture. In the future, [Gu Yu], a brand that entrusts the founder with the original intention of inheriting traditional Chinese culture, will create more products that belong to the characteristics of Gu Yu culture through its continuous excavation of Chinese national culture, and the brand will also use skin care products as a carrier to let more consumers feel the charm of traditional culture.
Domestic beauty cosmetics are already on the rise, Gu Yu has also won a good voice with its own super product strength and the power of the Internet in the 5G era, hoping that on the basis of the continuous strengthening of product power and brand power, Gu Yu can realize its ideal of building a century-old domestic product and becoming a world-renowned Chinese high-quality skin care brand. With the thousand-year-old national charm of the present of leisurely China, in the future, let us meet at the peak!