Today (October 8), coinciding with the "cold dew", the Asian Games, a world-renowned event, officially came to an end.
In the past 16 days, more than 12,000 athletes gathered in Hangzhou, the former capital of the Southern Song Dynasty, to fight bravely and sweat on the field.
Among them, Huaxizi, a Chinese makeup brand born in Hangzhou, as the official designated cosmetics and makeup service provider of the Asian Games, also presented a different "Chinese expression" integrating Asian Games culture, oriental aesthetics and oriental hospitality to the world by creating an Asian Games cultural space in the West Lake Hidden Garden and carrying out an Asian Games commemorative exhibition.
Huaxizi West Lake Hidden Garden
During the period, sports delegations from Afghanistan, Oman, the Philippines, Kazakhstan, Mongolia, Thailand, Indonesia and other 7 countries have visited the "West Lake Hidden Garden", and the Huaxizi Hidden Garden has also become the hottest place to visit the West Lake by virtue of its distinctive and unique Chinese aesthetic culture.
It can be said that Huaxizi is integrating the power of China's high-end makeup with the spirit of sports, once again showing the beauty of national makeup to the world.
4 days for 7 delegations
Huaxizi has become a new impression of China
Huaxizi is becoming one of the new impressions of China in the eyes of foreign friends.
"This is my second time in this store and I am very impressed with it, all the products and all the displays are very beautiful. The famous Uzbek gymnast Chusovitina said that the Huaxizi Hidden Garden opened up her new imagination of Chinese aesthetics, and she encouraged more people to try new things and feel the power of different cultures.
It is understood that in addition to the competition, the Asian Games delegation not only visited the Hidden Garden Asian Games Cultural Exhibition, but also wore a horse-faced skirt, experienced the products and intimate makeup services of Huaxizi, and expressed their appreciation for the high quality of the products. An Omani athlete was deeply planted after experiencing Chinese makeup in the store, she exclaimed, "I love this trip so much!
It is worth mentioning that as a gift for the Hangzhou Asian Games, Hua Xizi also prepared a commemorative gift box for the Asian Games delegations of various countries. The gift box is designed with the concept of "Chinese characteristics", "Hangzhou charm" and "Chinese quality", which not only has the warmth and elegance of oriental aesthetics, but also highlights the hospitality of the oriental powers. Some members of the delegation experienced the Huaxizi Air Powder on the spot and spoke highly of it, saying that it was "lighter than ever" and asked if "it can be bought in my own country".
Asian Games delegations from various countries visited the Hidden Garden of Huaxizi West Lake
Not only the products and Chinese makeup, the Hidden Garden Asian Games Cultural Exhibition hosted by Hua Xizi also exhibited many precious collections of the previous Asian Games, and behind each exhibit, there is a "Asian Games story". For example, the commemorative plate issued by the Beijing Asian Games, with the mascot "Panpan" as the picture, is made of rare cloisonné cloisonné enamel technology, which is used to present to the VIPs and delegations of various countries participating in the Asian Games......;
From the 1990 Beijing Asian Games, the 2010 Guangzhou Asian Games, to the 2023 Hangzhou Asian Games. In the past 33 years, the three Asian Games, the demeanor of the three Chinese cities, and the continuous inheritance of the torch of the three Asian Games have conveyed the gradual rise of China's sports strength to the world, and also let international friends see the Chinese culture of hard work.
In this regard, the person in charge of the Huaxizi brand said: "Huaxizi and West Lake Hidden Garden are just a corner of Chinese culture, and we are very proud and honored to be able to show the charm of oriental aesthetics and Chinese high-end makeup brands to foreign friends in this international event." ”
It can be seen that in the past 6 years, Huaxizi has inherited China's unique traditional culture and aesthetics with products as the carrier, and has cultivated Huaxizi into a unique cultural symbol of a generation.
Quality goes to sea, culture goes to sea
Hua Xizi's "International Long-distance Run"
In fact, this is not the first time that Huaxizi has received top recognition and praise, and its excellent product power and strong oriental cultural attributes have already become one of the representatives of China's high-end cosmetics going abroad.
According to the data, since the brand opened its overseas in 2021, consumers in more than 100 countries and regions have purchased Huaxizi's products, and nearly 40% of its overseas sales come from highly mature beauty markets such as the United States and Japan.
Last year, Huaxizi became the first member of the World Economic Forum as a Chinese beauty brand, taking oriental culture and aesthetics as the cultural matrix, once again demonstrating the confidence, innovation and pattern of a new generation of major brands on a global scale.
On the overseas social media platforms Instagram and TikTok, Hua Xizi has set off a wave of Chinese makeup and oriental beauty by herself. Up to now, Huaxizi's cumulative followers on overseas social media platforms have reached nearly 2 million.
So, how did Huaxizi break through the circle in the overseas market where there are many international brands? If we analyze the experience of Huaxizi's successful overseas expansion, it can be summarized as follows:
First, in terms of brand positioning, from the early days of the brand's establishment, Huaxizi has taken oriental makeup as its brand positioning, put forward oriental makeup, and integrated Chinese style and oriental aesthetics into the product positioning, which is obviously different from the same type of domestic makeup.
It is precisely by virtue of this differentiated positioning that Huaxizi has also helped Huaxizi to become an instant hit in overseas markets. In March 2021, on the first day of its launch, Huaxizi Tongxin Lock Lipstick rushed to the top three in the real-time sales list of lipsticks on Amazon Japan, and received many "tap water" praises on social media.
It can be said that the uniqueness of the brand and the attributes deeply rooted in Chinese culture and oriental aesthetics are important reasons why Huaxizi broke through when many domestic brands took the cost-effective route. According to the data, in 2022, Huaxizi's overseas sales will double compared with 2021.
Second, in terms of overseas strategy, Huaxizi chooses to first make it difficult and then easy, first in mature beauty markets such as Japan, Europe and the United States, and then radiate to other markets.
The first stop of Huaxizi's brand on the road to the sea was to choose Japan, which has a better understanding of Chinese culture. Facts have proved the correctness of Huaxizi's strategy of going to sea. It is understood that since going overseas, more than half of Huaxizi's overseas sales have come from mature markets in Europe, America and Japan.
Third, in terms of product research and development, the "Huaxizi Standard" has been established, and a new system has been explored and established. It is reported that Huaxizi adopts the international cutting-edge quality management system, and at the same time refers to Chinese standards, EU standards, Japanese standards, Korean standards, American EWG and other standards, which are comparable to or even stricter than the best indicators, and finally form the "Huaxizi standard".
In addition, Huaxizi has a low-key layout in R&D, not only introducing Li Huiliang, who has more than 30 years of experience in cosmetics R&D, as the chief scientist, but also focusing on both hard power and soft power, and plans to invest more than 1 billion yuan in the field of product innovation, basic research and applied basic research, and build a new set of oriental beauty R&D system.
"Reconstructing the Discourse Power of China's High-end Makeup Brands"
The reason why Huaxizi was able to go to sea strongly and open up a new world in the international track is, in the final analysis, that it has always adhered to the cultural core of "accepting diversity externally and keeping the authenticity inside" in the process of going to sea, and told Chinese stories well.
"Brands going overseas is not only to sell products, but also to spread culture. The person in charge of Huaxizi once pointed out that at the current stage of going to sea, Huaxizi pays more attention to building brand culture than product shipments.
And brands with cultural support can go further.
As we all know, the reason why international first-line brands can go through the cycle and occupy the high-end market is not only because they represent high quality, but also rely on the high value and unique culture that their brands have accumulated over the years.
For Huaxizi, who aspires to become a century-old brand and take the road of high-end "domestic beauty", it is the only way to stand on the world stage by carving oriental culture into the brand's DNA, starting from culture and content, and letting Chinese culture take root in the international market.
The international sports delegation's visit to Huaxizi West Lake Hidden Garden not only achieved a cultural breakthrough, but also further enhanced the value of the brand and further showed the charm of oriental culture to the world.
However, how to spread oriental culture according to local conditions, the president of Huaxizi International Business Development has also publicly said, "Global beauty brands need more diversified cultural content expression, which is the challenge that Huaxizi will meet in the overseas market next." ”
According to her, in order to find its own fashion voice in the process of globalization, Huaxizi will carry out a comprehensive upgrade in terms of products and vision. For example, in terms of products, we will develop more products suitable for people of different ethnicities and skin tones, and at the same time output different visual styles according to the differentiated aesthetics of different countries and regions.
Whether it is to hold the Hidden Garden Asian Games Cultural Exhibition, or to face the future, precipitate the thickness of brand culture and scientific research strength, it is certain that Huaxizi has already become a veritable head brand of domestic beauty products going overseas, so that the oriental can be seen by the world.
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