What does it mean to be a domestic beauty brand that can continue to develop in domestic and foreign markets for 20 years?
In the data released in the White Paper on Human Resource Management of Chinese Small and Medium-sized Enterprises, we can know a set of data: the average life expectancy of Chinese SMEs is only 2.5 years, and the average life expectancy of group enterprises is only 7 or 8 years.
Therefore, as a completely local domestic beauty brand, Legend Jinsheng can not only continue to develop for 20 years without recession, but also successfully undertake waves of development and export to more than 60 countries and regions around the world, step by step to realize the brand vision of "let the world see Chinese beauty", which is enough to prove the correctness and determination of the brand's development direction.
Now, let's review the 20-year development of the legend, feel the unique spiritual core of the legend, and understand the reason why it can develop steadily for 20 years!
From 2004 to 2023, in the past 20 years, Legend Jinsheng has been based on customer needs, constantly optimizing product structure, and constantly exporting high-quality products, while the two products of "Legend Lipstick" and "Flower Essence Milk" have passed the test of time and the market, and have become unique super items of Legend Jinsheng, with the legendary "Star Family" exported to more than 60 countries and regions around the world, allowing our domestic brands to walk on the road of "letting the world see the beauty of China".
At the same time, under the multi-dimensional empowerment of "brand power, product power, operation power, and training power", the one-stop wisdom light entrepreneurship platform of Legend Jinsheng has also successfully empowered countless entrepreneurs to implement their entrepreneurial dreams and get the results they want.
The legend has grown for 20 years, thank you for the trust and support of every customer, and thank all the companions for their support and co-creation, the bits and pieces on the way forward will eventually become the rain that nourishes our growth, because of you, the legend will continue to occur and continue to develop!
Back in time - 1987
Stories begin with the courage to change
Mr. Chen Zhicheng, the founder of Guangzhou Fucheng International Holdings Co., Ltd., resolutely chose "change" in this year, resigned from a stable state-owned enterprise, and became the owner of a 5-square-meter cosmetics shop in Wenzhou's Pushoe City.
Spurred on by the military spirit of "honesty and integrity, hardship and hard work" engraved in his bones, Mr. Chen Zhicheng has always adhered to the business philosophy of "integrity, innovation and sharing", and is committed to bringing more and better beauty products to the beauty market that was very scarce at that time, and making every effort to contribute to the development of China's beauty market.
*Old photo of Wenzhou shoe store in 1987
In this way, Mr. Chen Zhicheng began to take root and struggle in the Chinese beauty industry, and supported the next step of development and accumulation with the support of the values of "adult self-attainment, quality is character", and used practical actions to improve and enrich the beauty market, bringing consumers more opportunities for beauty and better brand choices.
Back in time – 2004
Continuation, based on daring to innovate
In 2004, the legendary brand was born, which represented that Mr. Chen Zhicheng completed the transformation from "agent and distribution of foreign brands" to "operating independent domestic brands", and the vision of "letting the world see the beauty of China" was further implemented.
In the 9 years from 2004 to 2013, the legendary brand ushered in the 1.0 physical era of rapid development, serving more than 1,000 high-end beauty salons and daily chemical counters and other physical stores across the country with 108 single products, precipitating an excellent reputation for the brand and accumulating a batch of solid users.
In 2008, the lip care king fried product "Legendary Lipstick" was born, which can realize the triple effect of lip balm, lipstick and lip mask, supplementing the demand gap in the lip care market, meeting the needs of consumers for lip care, and laying a solid foundation for Legend Ji Sheng to enter the 2.0 era.
Back in time – 2014
Outbreaks come from being good at integration
In 2014, under the trend of "mass entrepreneurship and innovation", Legend officially entered the 2.0 micro era. With the help of the mobile Internet to develop the WeChat ecology, with one single product - "Legendary Lipstick" to serve physical stores and social e-commerce individuals, under the dual dimension empowerment of physical monopoly + social e-commerce, Legend Jinsheng has gradually developed from a simple high-quality domestic beauty brand to an entrepreneurial platform that empowers the majority of entrepreneurs.
Meet is integration, cooperation is win-win, in the legendary life platform not only mothers, housewives, but also many business executives, flight attendants, teachers, outstanding talents in various industries, as well as retirees of enterprises and institutions, professionals in various fields. They come from all over the world, with the mentality of sharing, integration and win-win, they bring legendary products to more than 60 countries and regions around the world, so that more people know, understand and fall in love with the legend, and promote the realization of the vision of "let the world see the beauty of China" with actions.
Go back in time – 2019
Continuous development, because of the times
In 2017, the competition in the cosmetics market entered the era of "traffic grabbing" competition, and many brands focused on marketing over products, and the legend chose a difficult and correct thing in this life! The brand's decision to invest heavily in the construction of its own factory has become an important boost for the legendary 3.0 era.
In 2019, Legend Jinsheng invested in its own factory - Guangzhou Fu Makeup Biotechnology Co., Ltd. officially put into production, while firmly grasping the control of product quality, Legend Jinsheng began to lay out and build "smart three-board axe" operation tools, establish a digital global marketing system, cooperate with lip + face "double explosive products" and multi-category product matrix to serve customer empowerment, fully kicking off the curtain of the digital era of Legend 3.0.
Physical monopoly + social e-commerce + smart new retail global encirclement model, under the empowerment of the legendary "wisdom three axes" - legendary "official APP, enterprise WeChat, online mall", the data management and link monetization that must be faced in the process of entrepreneurship have become simpler and more convenient, and entrepreneurial management and landing have become no longer complicated, even people with no entrepreneurial and sales experience can complete the entire sales management process well, and fully exert the entrepreneurial advantages of the digital era.
Time doesn't stop – now
Development, non-stop
Looking back on the past 20 years, every step taken by Legend has not deviated from the business philosophy of "integrity, innovation and sharing" adhered to by the founder Mr. Chen Zhicheng, and the vision of "let the world see Chinese beauty", so we not only walked into the lives of thousands of households, the dressing table of beauty lovers, went to more than 60 countries and regions around the world, but also entered the lives of many entrepreneurial partners around the world, affecting life with life and accompanying life with brandsEvery step of the development of the legend in this life is illuminating the concept of "adults reaching themselves, win-win cooperation".
Every step of the future, the legend will continue to uphold these values in this life, step by step and move forward courageously!
Legend in this life for 20 years, every step taken counts, legend this life believes: "All great undertakings begin with a brave beginning; Every great achiever is a continuous evolutionary." Legend hopes to make every encounter more beautiful through his continuous innovation, precipitation and growth. We not only hope that more dimensions will enter the lives of users, but also hope that because of meeting the legendary life, more people's lives will be better and life will bloom, so that the world can not only see the beauty of China, but also let the world see the beauty of every "legendary person"!
Legend in this life, a 20-year-old classic domestic beauty brand, but also a one-stop smart light entrepreneurship platform that empowers entrepreneurs, after 20 years, we will continue to keep pace with the times!
(The above picture is authorized by China Net Finance for the use of Legend in this life)