Abstract: The 2021 China Cosmetics Conference came to a successful end, and the industry trend was "exhausted".
At present, whether it is China's economic environment, or the global and even China's makeup industry pattern, it has entered a new historical period. As an "insight" and "witness" of China's cosmetics industry, Pinguan APP has always been at the forefront of the industry, providing one ideological feast after another for beauty industry practitioners.
From September 16 to 17, 2021, the 14th China Cosmetics Conference and the theme exhibition of "Beauty New Domestic Product Growth Plan" sponsored by Pinguan APP and Cosmetics Observation came to a successful conclusion at the National Convention and Exhibition Center in Shanghai.
At the meeting, the main forum and six sub-forums with the theme of "China Time" - new marketing forum, new channel forum, new domestic product forum, design innovation forum, new product development forum and efficacy skin care forum were wonderful, and more than 70 heavyweight guests from the whole beauty industry chain and experts from mainstream platforms took the stage to speak, taking the pulse of the latest development trend of the beauty industry.
During the two-day conference, the main venue and major sub-forums were full of people, confirming the status and influence of the China Cosmetics Conference in the industry for 14 years.
Main Forum: Beauty Industry Enters "China Time"
At the main forum, 12 heavyweight guests, including Qin Shuo, founder of China Business Civilization Research Center/Qin Shuo Circle of Friends, Liu Xiaokun, chairman of Nuxi Mystery, Jiang Nanchun, chairman of Focus Media, Pan Qiusheng, chairman and CEO of Shanghai Jahwa, Zhao Yan, chairman and general manager of Bloomage Biologics, Fang Yuyou, co-founder and CEO of Polaria, and Chen Bing, general manager of Sephora Greater China, took the stage to speak. And "China", "nation" and "domestic product" are the words that are constantly mentioned in their mouths.
In the view of Deng Min, founder of Pinguan APP, "Chinese time" is a starting point for Chinese cultural self-confidence. She elaborates on the significance of "Chinese time" – it is an important time scale, a revolutionary inflection point.
Liu Xiaokun revealed that New West Mystery has just received 400 million yuan in financing, and next, he will also devote 80% of his energy to building a new brand Zhuo Lishu, with China's new retail model, to build it into an original, well-known brand with Chinese elements.
Pan Qiusheng said, "This year is the starting point of the century-old rejuvenation of Jahwa. 'Huangsha wears golden armor in a hundred battles, and does not break the Loulan and will not return it', hoping that Shanghai Jahwa will become the leader of China's beauty and daily chemical industry and bring Chinese beauty to the world. ”
Zhao Yan believes that China's cosmetics industry has experienced a process from being monopolized by international big brands to the strong rise of national brands. The rise of cutting-edge domestic products is inseparable from the full trust and support given by the young generation of Chinese consumers to domestic products.
"China's time has come, and Sephora hopes to help China's local high-quality brands achieve high-end and rush to the international market." Chen Bing said.
New Marketing Forum
Find the marketing "anchor" point and seize the user's mind
If beauty companies want to do a good job in brand marketing, they must find the "anchor point" of marketing, and at the same time, deeply understand the platform play to achieve accurate traffic delivery. In the view of Ah Chun, a top beauty expert on Douyin, the purification of marketing "anchor points" is the premise for marketing to work, and it is also a key step for the brand to break through the target users.
In the view of Liang Xue, general manager of Isjia, if the brand wants to create a "long red explosive product", it needs to select a category track with incremental opportunities, and it should also learn the explosive product creation formula of "efficacy + differentiation + authority" of foreign brands.
For the explosive product strategy, Li Hewei, chairman of Weibo Haitai Biological Group, gave the answer to his own lyophilized flash-release mask as an example: complete the crosslinked polymer water absorption expansion technology within 15 seconds, and give the moisture retained by the polymer to the skin. "This is the underlying logic of the explosive product, the feeling that a mask brings to the consumer, and this value is the reason for his consumption."
Zhou Mengmeng, an e-commerce operation expert of Weimob Group, said that in the case of increasingly high traffic acquisition costs and sharp increases in brand marketing difficulties, Weimob is also committed to helping brands improve their digital business capabilities, open up public and private domains, build a global digital business closed loop, and find business increments.
New Channel Forum
The core value of the channel is the efficiency of matching people and goods
In the past two years, the sales channels of the cosmetics industry are undergoing profound changes. "Compared with the 1.0 era that focuses on offline and the 2.0 era that focuses on e-commerce, the cutting-edge brands in the 3.0 era know how to integrate and revitalize online and offline, and even lead their brands to expand their territory and go overseas." CBNData data analyst Wei Yutong said.
Xie Shaobo, head of the omni-channel project of Jingdong Beauty Division, pointed out that the core value of the channel is the efficiency of matching people and goods. In order to enhance the core value of the channel, in fact, it is the integration of spatio-temporal efficiency.
At present, live broadcasting has become an important content and value output channel for beauty brands. Wang Meimei, general manager of Ruoyuchen Content E-commerce Division and general manager of Hongshi E-commerce Company, said that there are three major "sharp weapons" in beauty live broadcasting, namely live broadcasting by talents, live broadcasting by celebrities, and brand self-broadcasting.
Yuanshengtang, which also focuses on offline channels, has opened 300 stores and maintained a compound annual growth rate of 180% since 2019. In the view of Huang Weiwen, founder of Guangxi Yuanshengtang Yangfa brand, the rapid development of the brand is inseparable from "product innovation, service innovation and scene innovation".
New Domestic Goods Forum
New domestic products are not only newcomers, but also subversives
At the New Domestic Goods Forum, a number of speakers summarized some of the characteristics of the current domestic product brands and put forward new prospects for the new domestic goods.
First of all, if domestic beauty brands want to enhance their market competitiveness, they must create their own characteristics and create products that are both shape and god.
Guo Xiangying, founder of Dezhengtang Pharmaceutical, pointed out that in recent years, in order to create beauty products with Chinese national cultural characteristics, many brands have tried to make certain innovations in packaging design, setting off a wave of national style, but more is "in vain, not seeing its god", she stressed, "only focus on the packaging of the visual system and lack of cultural heritage of the product is difficult to sustain." ”
Secondly, domestic brands need to carry out precise operation and marketing around the needs of consumers.
Bai Ming, founder of dr. Yaoer brand, said that domestic brands need to continue to explore bravely, need to calm down, focus on research and development, around channels, around consumers to do products, through time to precipitate market results.
The new care brand Spess Shi Peisi is also based on the needs of the user brand, its founder Zheng Rujing said that in the product development, Spes Shi Peisi studied a large number of user data, from the user data to understand the user needs, through the data to support the intuition of the product.
Efficacy Skincare Forum
Under the new regulations, how can functional skin care brands break through?
According to the sharing of many guests, the current efficacy skin care market shows the following trends.
First, the introduction of the new regulations has updated the definition of cosmetics and also put forward higher requirements for enterprises.
Fang Wei, partner of Ente Technology, pointed out that when filing, enterprises should clarify their product classification codes, confirm the expected efficacy of the product with the factory/R&D team, check the integrity and scientificity of the efficacy basis support, and formulate the terms for extending the efficacy claim.
Second, the rise of the efficacy skin care market, the era of the national pan-ingredient party is coming.
"China's therapeutic skincare market is promising." Cai Yan, general manager of Labtest Cosmeceuticals Technology (Shanghai) Co., Ltd., said that at this stage, many brands of functional skin care products have achieved "out of the circle", such as Winona, Bloomage Biology, Aimeike, Baizhicui, etc., which all have common characteristics - efficacy safety and brand segmentation.
Third, build the core barriers of the brand, and only then will there be a chance to break through.
Nancy, CEO of Baizhicui & Zhike and co-founder of Zhike, believes that in the early stage of growth, brands can achieve their own rapid development through channels and marketing dividends. However, with the increasing rationality of consumers and the rise of the ingredient party, brands can only have the opportunity to break through by improving product strength and creating core barriers to the brand.
Design Innovation Forum;
Consumer preference is the core foundation of any design
"Those who get young people win the world", relevant data show that willing to pay for "national tide", "feelings" and "different" is becoming a new label for young consumer groups.
Xu Jun, vice chairman of the Shanghai Creative Design Workers Association and chief designer of Shanghai Jahwa, believes that design combined with Chinese aesthetics can empower beauty brands, that is, "combine fashionable colors and materials with traditional classic culture to form aesthetic senses that we can express and understand by contemporary people." ”
"Now in the context of China's national tide and domestic products, we see the power of cross-border joint names." Emma Chateauneuf, manager of Fashan Media, said that this crossover is not a simple LOGO merger, but a link that evokes consumer emotions.
Zhao Huimin, deputy general manager of Shanghai Yingyu Business, believes that consumers are currently in the era of beauty and tirelessly pursue beauty, so as a packaging material manufacturer, they need to continue to research and make breakthroughs to make eye-catching and personalized packaging effects.
New Product Development Forum:
The new regulations lead the standardized development of the cosmetics market
At the new product development forum, many guests summarized the development ideas and new trends of beauty products.
First, the new regulations lead the standardized development of the cosmetics market.
He Wanying, co-founder and senior data analyst of Damai Planet, pointed out that with the tightening of efficacy claims, the conceptual addition of products has decreased, and the efficacy has tended to be single; the iteration of new and updated products has slowed down: the cost of new product development has increased, and the research and development cycle has become longer.
Ye Linlin, chairman of Hangzhou Yayan Cosmetics Co., Ltd., said that filling regulatory loopholes and increasing the cost of illegal operations not only reflects the progress of legislation, but also further clarifies the future development direction of the cosmetics industry from a legislative perspective.
Second, minimalist, environmentally friendly cosmetics are becoming more and more popular.
Lu Hongdan, deputy general manager of The Gaoli Yana Brand Management Center, said that minimalist cosmetics formulations are becoming more and more popular, and "Vegan cosmetics that focus on abandoning complex ingredients, reducing skin burdens and supporting environmental protection have begun to penetrate into the Chinese and Korean cosmetics market." ”
Third, the prospect of synthetic biology is promising.
Tu Guihong, founder of Guangzhou Meizhong Biotechnology Co., Ltd. and professor of bioengineering, said, "In the functional test of functional skin care product development, it was found that the raw materials produced by synthetic technology can be used for anti-aging, repair, acne, soothing, wrinkle removal and a series of skin care products, and achieved very good results. ”
If you want to get a complete report of the conference, you can pay attention to the "Cosmetics Observation" public account or log on to the "Pinguan Network".
On October 18th, the next event jointly sponsored by Pinguan APP and Cosmetics Observation, "Pinguan Goods Search Exhibition • Southwest Station", will also open at The Paradise Hotel in Chengdu Qiyi, the main theme of the tour exhibition is "selected brands, accurate docking", the registration channel is now open, welcome to the scene.