"Down-to-earth"
With the increasingly fierce competition in the online market, offline channels are gradually being favored by beauty brands.
Yesterday (April 26), the Zhengzhou Station of the 2024 BeautyLink National Tour hosted by BeautyLink arrived as scheduled. It was an unprecedented regional tour, bringing together 1,326 visitors from Henan and surrounding provinces to discuss the future of the beauty industry.
It can be said that this beauty event has not only attracted wide attention from inside and outside the industry, but also revealed the important role of offline channels in the development of beauty brands.
The research is sufficient and the docking is accurate
In today's era of rapid digital development, although the online sales model is convenient and has a wide coverage, the value of offline channels cannot be ignored. No brand is complete without an offline layout. Offline channels are not only a window for brands to have direct contact with consumers, but also an important way to enhance brand influence and enhance consumer loyalty.
According to the "2024 China Cosmetics Store Insight Report" released by Qingyan Intelligence, the channel sales of cosmetics stores in 2023 ended the trend of declining for two consecutive years, with a year-on-year increase of 2.12% to 146.96 billion yuan. This data fully proves that offline channels are still highly competitive, and more and more beauty brands are starting to target this market opportunity.
As a "dark horse" in the exhibition industry, the beauty chain found in the research of core agents and retail stores of offline channels that cutting-edge national fashion skin care brands, national fashion makeup brands, as well as lifestyle and fragrance brands are becoming hot products that offline channels are vying for. Because of this, the beauty chain is intended to enhance the sense of acquisition of beauty brands and truly achieve accurate matching.
It is reported that the Zhengzhou station of the BeautyLink beauty chain national tour brings together more than 100 new national fashion and high-quality imported brands such as Medrepair, Turtle Dad, Hua Zhizhi, Ou Sijie, Rock Rolling Garden, Ruoye, Liu Simu, Margar Sti, Montos, He Shouli, Caribio, Poschkop, Elizabeth Arden, etc. It can be seen that these exhibiting brands are fully close to the market demand, which also proves that the research of the beauty chain is "down-to-earth".
However, the integration of the new national tide and offline has not been smooth sailing. In order to break through the information barriers between brands and channels, and promote the better integration of new national fashion brands and the offline market, BeautyLink Beauty Chain tries to provide an efficient and accurate communication platform for brands and channel providers through brand roadshows, agents and retail matchmaking sessions.
In the brand roadshow, Hu Meng, sales director of Zhejiang Hongyu Pharmaceutical Group, cited the "2024 Acne Product Market Trend Insight Report" of Qingyan Intelligence to open the "accurate" characteristics of the exhibition. At the event, Hu Meng pointed out that "the scale of China's skin care and acne market will exceed 95 billion yuan in 2025, and this huge market potential provides new development opportunities for beauty brands." ”
▍Hu Meng, Sales Director of Zhejiang Hongyu Pharmaceutical Group
For beauty brands with shortcomings and gaps offline, the BeautyLink beauty chain not only provides a platform, but also provides a strategic direction, allowing brands to have a landing point. For example, at the event, the brand emphasized the marketing strategy of focusing on consumers and customers, and providing high-quality acne skin care products, aiming to meet consumers' high-quality demand for skin care products.
As a phenomenal brand in the industry, the Hanshu brand under Shangmei has once again attracted the attention of offline stores. At the scene of this tour, Fu Zichong, sales director of the distribution division of Shangmei Co., Ltd., shared Shangmei's new thinking on the future of offline channels. He believes that brands need to be patient, stick to long-termism, uphold altruism, and do what is beneficial to consumers. For example, we must strictly control the quality of goods and the price system to achieve a mutually beneficial and win-win situation for all parties.
▍Fu Zichong, Sales Director of Shangmei Distribution Division
Efficient communication, mutual benefit and win-win results
Previously, Li Sheng, the founder of BeautyLink Beauty Chain, once told Qingyan that "stress-free investment" is the voice of all beauty brands at present, and it is also the goal of BeautyLink Beauty Chain. As a touring exhibition focusing on 25 provinces and regions, BeautyLink not only provides an opportunity for brands and channel providers to meet face-to-face and precise docking, but also explores a way for participants to win offline development.
In addition to the brand roadshow, the special matchmaking meeting is also a highlight of the tour. It is understood that the agents and retailers of this special exhibition cover 40 core agents such as Zhengzhou New Boya, Henan Yinghui, Zhengzhou Royal Makeup, Zhengzhou Jiaxin, Zhengzhou Aihua, as well as local well-known beauty chain stores such as Jingjing Beauty, Sanmenxia Yuewei, Luoyang Qianjiaobaimei, Meimeiyuan Famous Makeup, and Awa's Beauty. There are also 10+ special jewelry channels such as 55°N, Patrol Society, Sushangmei, Taotaole and so on to participate in the tour.
As the saying goes, only professional enough can do a good beauty tour. If a regional exhibition takes into account the needs of both supply and demand, it not only provides space and platform for the exhibition, but also conducts targeted buyer demand research. This intimate service model will undoubtedly greatly enhance the effective docking of brands and channels. Therefore, through this kind of accurate special docking, brands can efficiently find channels that match them, and channel providers can quickly find the brands and products they want to undertake, so that exhibitors can maximize the value of resources at the exhibition site.
In order to better serve the local market in Henan, at the beauty "Super Linker" awards dinner, the beauty chain also held an awarding ceremony for strategic partners such as Zhengzhou Xinboya Trading Co., Ltd. and Henan Yinghui Cosmetics Co., Ltd. This marks a step forward in the "localization of touring exhibitions" strategy of BeautyLink, and also shows that the beauty chain and provincial partners jointly adhere to the principle of long-termism and achieve the development goal of mutual benefit and win-win results.
"With the help of the beauty chain, our brand can enter the offline market more effectively, thereby increasing the brand's awareness and influence. At the same time, following the beauty chain, which is more accurate and closer to the market, can better help us find suitable sales channels and marketing strategies to promote product sales. In addition, the beauty chain also helps to reduce our operating costs by optimizing resource allocation and improving operational efficiency. ”
Overall, offline channels still play an important role in the development of the beauty industry. As more and more beauty brands begin to deploy in the offline market, how to effectively open up the growth path of offline business has become the focus of the industry. The BeautyLink beauty chain provides an efficient communication platform for brands and channel providers through precise matchmaking, brand roadshows and special matchmaking meetings, which not only promotes the development of offline channels, but also injects new vitality into the innovation and transformation of the beauty industry.