After the cosmetics industry has undergone changes and reshuffles, more and more brands have returned to "value".
For domestic beauty brands, only by continuously consolidating their scientific research strength, launching exclusive raw materials, scientific formulas, efficient and gentle products with more core competitiveness, strengthening brand differentiation and building long-term brand value, can we establish deep brand barriers and achieve long-term brand development. Misf, a domestic brand of precision skin care from Jiangnan, is an excellent practitioner of this.
On January 5, Suzhou Misf Cosmetics Co., Ltd. held the 2023 year-end ceremony with the theme of "Going to Make Waves" in the pleasant coastal city of Xiamen. Zheng Jiuyan, chairman and founder of the brand, dealers and store sales elites from all over the country gathered together to review the achievements of the brand in the past 12 years, adhere to quality first, adhere to long-termism, adhere to focus on a single brand, and at the same time discuss and explore the growth and dividends in the changes in the industry, and make key measures to share around the construction of brand growth long-termism.
How to grasp the growth and dividends in the changes? This is the soul question raised by Zheng Jiuyan, the founder of the Misf brand, in his speech at the annual meeting, for the current development situation of the industry.
He said that brand development is a long-term process. In the past 12 years of development, MSF has accumulated considerable reputation and confidence through unchanged perseverance, and in the face of the ever-changing and fiercely competitive market, MSF will adhere to the same ingenuity and scientific and technological innovation to "grasp with both hands", with quality adherence and focus on research as the cornerstone, scientific and technological innovation as the core, and service experience as the blessing, the three cores to build the long-term concept of brand growth.
When it comes to the relevant measures to focus on the growth of the future of MSF, some directions were also given at the meeting: in terms of store operation, we should be refined, deep, thorough, and differentiated, do a good job in user operation and management with a long-term business philosophy, and pay close attention to the user recommendation rate, continue to improve the competitiveness of products, brands, marketing, store images and services in meeting the high-value needs of consumers, and continue to explode large single products and strengthen the ace +Increase product sales to promote the increase of yield, put personnel capacity and service improvement in the first place, and lead the industry for more than two years, accelerate the expansion of new stores, dense distribution of stores, and strengthen and expand regions and stores. Through a multi-pronged approach, we can seize the growth dividend in the changing industry.
For single beauty brands, the competition is the "hard core" of technology and the "soft power" of service. In the following time, the achievements and empowerment actions in quality and brand building, user operation and store operation were shared by the marketing center and the sales center respectively.
Through the brand's 12-year growth cycle, it is not difficult to find that MSF has always been unique in the construction of product strength. At the moment when technology and efficacy go hand in hand, focusing on the brand positioning of precision skin care, MSF has vigorously developed science and technology based on the precise needs of consumers, continuously improved the upper limit of efficacy, and not only scientifically and accurately created a series of precision skin care solutions product matrix by season, age, layer, skin and index. At the same time, with the efforts of internal and external teams, we have gradually built a brand moat led by exclusive functional ingredients such as Moshuin, Honey Light Root, and Jinlan Honey Extract.
Good ingredients and good formulas bring high efficacy and make good products. When summarizing the products that have been sold on the market, such as the ace star anti-wrinkle small amber essence, the repair small gold bottle essence oil and the new anti-wrinkle amber cream in 2023, black gold mask, light whitening series and other products, Ye Lei, the person in charge of the market center of Misf, fully demonstrated and verified the hard power of Mis Ves' products for the guests with the feedback of product market sales data and the comparison chart of the selling points of competing products. The love and support of users, and the well-known product value and brand value of professionals, are the accumulation of more than ten years of quality adherence and R&D and innovation.
Continue to focus on brand growth with scientific and technological innovation. For the growth and empowerment actions in product research and development and brand culture in 2024, Ye Lei revealed that in terms of scientific and technological innovation research, a number of research projects have been introduced to improve the upper limit of product efficacy; Suzhou Song Jin is integrated into the new gilded light makeup series of MSF, inheriting Jiangnan culture with products as the carrier, enhancing the value of MSF products and brands, and empowering terminals and brands.
Good products are available, and the service experience has to keep up. Next, Lu Zexiang, head of the sales center of MSF, shared a keynote speech on "Strengthening Operations, Promoting Growth". He said that in the past year, the retail sales of old stores across the country, the sales of national stores for anniversary celebrations, the sales of ace CP, and the sales of sunscreen have all shown varying degrees of growth, and the newly launched whitening products, amber cream and black gold mask have also brought good results to the stores soon after they were launched. For 2024, the sales center will implement the "5+3 project": that is, the five dimensions of people/goods/field/marketing/service, the implementation of data application, the implementation of benchmarking Xi, and the implementation of regional dense distribution, so as to improve the store's ability to lock in customers and promote new growth.
Adhering to the original intention, focusing on deep cultivation in the same field, and laying the cornerstone of the brand with ingenuity and quality. In the future, we will continue to focus on precision skin care, take consumer needs as the core, follow the path of scientific and technological innovation, build up momentum, focus on building the "long-term" value of brand development, and continue to make breakthroughs and explore new growth curves.
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