Under the generational change, Chinese society is in the midst of a huge and long transformation.
The most obvious thing is that the change of the underlying consumption logic: how to consume more scientifically and rationally has become the core demand of consumers. The "2023 China Consumer Insight Report" released by iResearch also mentioned that current consumers have a certain degree of dialectical thinking, and pay more and more attention to brand research in the early stage before "placing an order", and pay more attention to multi-dimensional capabilities such as brand culture core, product quality, and scientific research and technology.
Because of this, how to complete the communication with consumers has become a problem that brands are constantly pursuing. Among the brands, Oriental New Chinese Cosmetics Pien Tze Huang Cosmetics is well versed in it and has contributed one industry benchmark case after another to communicate with consumers.
Taking a brand traceability activity with Pien Tze Huang Cosmetics' Chinese ingredient star promoter, Queen's Ginseng Cream Promotion Ambassador, and national actor Huang Yi as an example, we may get a glimpse of Pien Tze Huang Cosmetics' profound cultural genes and scientific research strength, as well as the brand style of Oriental New National Makeup.
Build the cornerstone with culture
Show the new style of national makeup
Brand culture is the spirit and core of the brand. A brand with a unique spirit or values can be closer to consumers.
From Huang Yi's visit to Pien Tze Huang Cosmetics Shanghai R&D Center on October 24 to Zhangzhou Traceability Pien Tze Huang Cosmetics Company on November 6 to further visit the Pien Tze Huang Museum, experience the brand's best products, and visit the Pien Tze Huang cosmetics production workshop and testing center at close range, it can be said that Huang Yi's trip to the origin of Chinese makeup culture further highlights the unique charm of the new oriental Chinese makeup on Pien Tze Huang cosmetics and reveals the wisdom of the brand to maintain its vigorous vitality.
It is understood that in the early 80s of the last century, Pien Tze Huang cosmetics began to set foot in the field of skin care, and the products were deeply loved by consumers as soon as they were launched. To a certain extent, Pien Tze Huang cosmetics, which has inherited nearly 500 years of Pien Tze Huang culture and traditional Chinese herbal culture, is not only a beauty brand, but also a cultural symbol.
After listening to the historical story behind Pien Tze Huang cosmetics, Huang Yi sighed: "There are very few brands with a history of nearly 500 years, and a brand can have so many consumers' love and support, which is not only due to the strong cultural support of the brand, but also the ingenuity of 500 years." ”
It is worth mentioning that as one of the holding subsidiaries of Pien Tze Huang Pharmaceutical, Pien Tze Huang Cosmetics Company has strong support, which has also become the confidence and guarantee for it to create a matrix of high-quality functional products around Chinese ingredients.
Huang Bingnan, chairman of Pien Tze Huang Cosmetics Company, pointed out, "Pien Tze Huang Cosmetics Company is a national high-tech enterprise, with a history of 43 years, since 1980 began to engage in the research and development, production and sales of cosmetics, in the early 80s of the last century, the small porcelain bottle Queen brand Pien Tze Huang pearl paste, pearl cream after more than 40 years of market sales, has become one of the most classic domestic products. ”
Next, the company will continue to deepen Pien Tze Huang's nearly 500-year cultural heritage and scientific research and innovation of Chinese ingredients, focus on core functional products such as freckle removal and whitening, anti-wrinkle, etc., and adhere to long-termism to create a century-old national makeup with high-quality product experience and consumer service.
"Anchored" Chinese ingredients
Establish differentiated competitive barriers
In fact, Pien Tze Huang cosmetics anchored the dislocation competition of Chinese ingredient innovation and set up a unique competitive barrier.
In 2023, the new high-end anti-wrinkle product - Xuanjiao Fucai series not only adds a variety of oriental precious ingredients such as cordyceps, ginseng root, purple mushroom, snow lotus, etc., but also spends a lot of money and invests a lot of effort, which is loved by many consumers.
The Queen's brand whitening and freckle removal cream, which has been sold for many years, uses matsutake mushroom extract (matsukou mushroom extract) and notoginseng essence (notoginseng saponins) and other ingredients, all of which are derived from oriental treasured extracts. Obviously, focusing on Chinese ingredients has become the core of Pien Tze Huang cosmetics as the "light of domestic products".
At the 2023 Pien Tze Huang Cosmetics National Retailer Summit not long ago, Xie Agui, executive vice president of the Research Institute of Pien Tze Huang Cosmetics Company, also clarified that the company will continue to focus on the three parts of scientific research, ingredient and oriental skin, carry out R&D and innovation of Chinese ingredients, and attach importance to accurate research on oriental skin.
Huang Yi said: "Pien Tze Huang cosmetics apply Chinese ingredients to skin care products with the blessing of modern technology, bringing skin care solutions that are more suitable for oriental women. ”
At present, the Pien Tze Huang brand and the Queen brand have a number of core products, such as the star products of the Pien Tze Huang brand, such as the Snow Skin Flawless Whitening Series with skin nourishing and whitening effects, the Gaze Instant Firming Series with anti-aging effects, and the recently launched Light of Science and Technology, the Ganoderma lucidum Zhenzhi series focusing on the anti-wrinkle and firming track, and the Pearl Radiance Series that can effectively remove freckle and whiten, while the Queen brand has the most representative pearl paste family, Xuanjiao Fucai series, Queen Ginseng Cream and other products.
"I hope that with the joint efforts of the Pien Tze Huang cosmetics team, we will make our own domestic products bigger and stronger, so that more consumers can use our good domestic cosmetics products. Huang Yi said expectantly.
Through the cycle
In-depth "invisible" investment in scientific research
If you look at China's cosmetics market, it can be said that there are hundreds of competitors. However, in Pien Tze Huang cosmetics, you can not only see the cultural power of precipitation, but also get a glimpse of the infinite vitality and vitality of the brand.
And this is precisely thanks to decades of "invisible" investment that Pien Tze Huang cosmetics can come through the cycle. Now, a solid R&D moat will also enable it to go further.
On the R&D side, Pien Tze Huang Cosmetics has established a Chinese ingredient skin care research center, an ingredient innovation center, a basic research center, an application development center and a human efficacy evaluation center, realizing a five-in-one closed loop of scientific research and innovation of "production, learning, research, medicine and inspection".
Taking the laboratory of Pien Tze Huang Cosmetics Testing Center as an example, the testing center has a number of professional laboratories such as precision instrument laboratory, physical and chemical laboratory, microbial laboratory, etc., equipped with hundreds of precision analytical instruments and various testing equipment, with a total original value of about 5 million yuan, of which many equipment have reached the international advanced level, which can realize raw material testing, packaging material testing, microbial testing, risk substance testing and other related testing items, covering sunscreens, whitening agents, preservatives, More than 50 tests such as methanol and heavy metal content, covering the safety of the whole process from raw materials, packaging materials to finished products.
It is worth mentioning that the testing center of Pien Tze Huang Cosmetics Company passed the review of the China National Accreditation Service for Conformity Assessment as early as August 2021 and was accredited by CNAS laboratory. In addition, Pien Tze Huang Cosmetics has participated in the formulation of 21 cosmetics industry group standards, and more than 10 efficacy-related group standards are in progress. At the same time, Pien Tze Huang Cosmetics is also the first batch of members of the China Flavor and Fragrance Cosmetics Efficacy Evaluation Professional Committee.
Standing on a larger historical stage, a brand like Pien Tze Huang cosmetics that "repairs both inside and outside" will surely carry the banner of the rise of China's national brand in the era of the emergence of the national tide through its continuous cultural inheritance and scientific research and innovation in the future.
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