"Continuous Innovation"
Summer is approaching, the sun is gradually becoming hot, and with it, the topic of "sun protection" has begun to rise in popularity.
Around 2010, with the awakening of users' awareness of skin care, people began to refine skin care, and the demand for sunscreen began to surge, and sunscreen began to enter the public eye, opening the era of sunscreen 1.0. With the improvement of sunscreen awareness, consumers have higher and higher requirements for sunscreen, especially when used all over the body, sunscreen application is troublesome, time-consuming and laborious, sunscreen spray came into being, and the sunscreen market has also ushered in the era of sunscreen 2.0.
Nowadays, users' demand for sunscreen efficacy is becoming more and more segmented, and the sunscreen market has also ushered in the 3.0 era. According to public data, "internal repair and external care" has become the standard configuration of new sunscreen products, and at the same time, "sunscreen with skin care function" products have attracted much attention.
Recently, the professional sunscreen brand Yuezhimi has launched a new microcapsule sunscreen essence, which adopts 51.2 million microcapsule essence× vacuum fresh-locking packaging, with the effect of external sunscreen and internal maintenance, and truly achieves the essence-like texture and efficacy.
It is worth mentioning that from the perspective of market performance, the new products sold out immediately after they were launched, and the sales of the first Douyin live broadcast exceeded one million, and the strength should not be underestimated.
▍Yue's secret microcapsule sunscreen essence
Entered the Chinese sunscreen market for 10 years
Created the sunscreen spray category
With the awakening of Chinese consumers' awareness of sunscreen, China's sunscreen market has developed rapidly in recent years and has become one of the subdivisions with a high degree of prosperity in the cosmetics field. According to Euromonitor data, China's sunscreen market will be 15.8 billion yuan in 2022, with a compound growth rate of 10% from 2008 to 2022, and a compound growth rate of 9.6% from 2022 to 2027, showing a recovery trend and higher than the industry's compound growth rate of 6.5%.
The secret of Yue is the brand that has stepped on the dividends of China's sunscreen market, and has gradually developed and grown. According to public information, Yue Zhimi was founded in 1989 and is a professional sunscreen brand produced by COSMAX in South Korea. In 2013, in the Korean market, its sunscreen products were launched and sold nearly one million bottles in two months.
Ren Jianhua, who has been engaged in beauty foreign trade for many years, saw the business opportunities. In 2014, with his keen business sense and insight into the development prospects of China's sunscreen market, he resolutely decided to introduce the Yuezhibi brand from South Korea to China, and became the exclusive distributor in the Chinese market, and served as the general manager of Yuezhibi Greater China.
In the past ten years, Ren Jianhua has witnessed the rapid development of China's sunscreen market, "Ten years ago, in China, the sunscreen category was still a very small market, but with the improvement of consumer level and the market education of sunscreen products, the growth of sunscreen category in this decade is higher than that of skin care category." ”
Qingyan learned that Yuezhimi initially entered the Chinese sunscreen market in the form of cross-border e-commerce. At that time, the sunscreen field of the Taobao platform was mainly based on milk and cream, and the hot sales of Yuezhi's secret star product crystal sunscreen spray promoted the birth of the subcategory of Taobao sunscreen spray.
As a pioneer and pioneer in the field of sunscreen spray, Yue Zhimi has maintained a leading position in this segment for many years. According to the data, the sales volume of Yuezhimi sunscreen spray has exceeded 42 million bottles. (Statistical time period: 2019.12-2023.12)
▍Yue Secret Crystal Sunscreen Mist
Under the omni-channel layout, Yuezhimi has achieved a series of outstanding results: in 2018, it became the sunscreen brand of Tmall 100 million yuan club, and in 2020, the sales of sunscreen products reached TOP1. Offline, as early as 2017, after obtaining the registration certificate for imported special cosmetics, Yuezhimi began to lay out offline channels such as supermarkets and CS stores. According to the brand, according to the current terminal data, in 2023, Yuezhimi's offline sales will account for nearly half.
Time moves forward, and the pace does not stop. Qingyan learned that in 2023, Yuezhimi will also begin to realize the sinicization of its brand and products, more comprehensively meet the needs of Chinese consumers, and tend to the comprehensive sunscreen market.
Ten years of deep cultivation of China's sunscreen market, Yuezhimi has not only made achievements in terms of development scale and performance and income generation, but also won many awards: "Asian Beauty Sunscreen Award", "Tmall Annual Sunscreen Golden Makeup Award", "Tmall Korea Sunscreen NO.1", "Xiaohongshu 100 Yuan Affordable Sunscreen List NO.1", "Jingdong Sunscreen Spray Hot Selling List NO.1", etc. This all illustrates the strength of Yue Zhimi's strength in the field of sunscreen.
The new product sells out as soon as it is launched
Continuously expand new customer groups
As the "source of ten thousand powers" for brand building, Yuezhimi also continues to refine the layout for young consumer groups, has a keen insight into the needs and trends of crowd segmentation and scene segmentation, constantly enriches the product matrix, and is committed to being a professional brand of sunscreen.
According to the brand, in recent years, many new members have been added to the Yuezhimi family, and up to now, Yuezhimi's SKUs in the sunscreen category have exceeded 35, including sunscreen spray, sunscreen essence, sunscreen primer, etc.
Qingyan learned that all of Yuezhimi's products are produced by COSMAX, which is the No. 1 cosmetics manufacturing plant in South Korea and one of the top ten in the world, and cooperates with international brands such as Lancôme, Dior, Shiseido, etc.
▍Cosmax scientific research team
For example, the new product of Yuezhimi, the microcapsule sunscreen essence, is the secret of Yuezhi's accumulation for 3 years, which was developed by COSMAX in 13 months. During the research and development process, the product has undergone 4 major adjustments, 15 fine-tunings, and 30 days of efficacy testing.
For the original intention of new product development, the Yuezhimi brand told Qingyan, "If the sunscreen is not done right, the skin care is all in vain". Sunscreen has become a very important part of users' daily skin care, and the demand for "skin-nourishing sunscreen products" is becoming more and more popular. Yuezhimi has made breakthroughs and innovations in the dosage form of sunscreen products to create "microcapsule sunscreen essence" to realize the upgraded consumer demand of "sunscreen while nourishing skin".
It is reported that the microcapsulated sunscreen essence adopts Hodivecap technology to innovate from the formula and dosage form, so that the sunscreen that is difficult to fuse and multiple active ingredients can be clustered together to form tens of millions of "microcapsules" to achieve the synchronization of sunscreen and skin nourishment, and a bottle of sunscreen essence has 51.2 million essence microcapsule particles, which enhances the stability of the sunscreen in the formula, reduces the risk of precipitation and granularity when applying, and makes it more watery and lubricated during use.
From the perspective of sunscreen effect, Yuezhimi's new product adds 5 kinds of compound sunscreens, which can achieve broad-spectrum protection, all-round resistance to photoaging, and can achieve multiple times the resistance to sunburn, prevent redness and sunburn. On the eve of the launch of the product, Yuezhimi also did a clinical test, and the report showed that the microcapsulated sunscreen essence can not only achieve SPF50+ PA+++ high sunscreen, but also achieve moisturizing, anti-wrinkle, soothing, firming and oil control and other essences to meet the rising needs of consumers for sunscreen.
Not only that, microcapsulated sunscreen essence also achieves real "external protection, internal maintenance". According to the brand, the new product adds niacinamide, retinol, panthenol, vitamin C, vitamin E5 vitamin essence, and 7 plant extracts to achieve sunscreen and skin nourishment, multi-dimensional care and moisturizing skin.
In addition, the new product also adopts vacuum fresh-locking packaging, and the inner core gradually shrinks with use, effectively isolating oxidation factors, avoiding interference from light and air after opening the bottle, and further ensuring the activity of essence ingredients.
It has been clinically confirmed that the Secret of Yue Zhi Micro Capsule Sunscreen Essence has passed the adverse reaction test score, and during the human trial, the subjects did not have lactic acid stinging, which indicates that the product is mild (non-irritating) and suitable for sensitive skin.
Judging from the performance of the new product market, it can also be seen that the success of Yuezhimi's product strategy this time can also be seen. According to the data, Yuezhimi's microcapsule sunscreen essence sold out immediately after it was launched, and the sales of the first live broadcast exceeded one million yuan.
Not only has the new product been launched online, but the offline channels are also accumulating strength for the microcapsulated sunscreen essence. It is understood that this new product is different from other products in the layout of new products, the strategy of omni-channel unified price, but in a more affordable box form, more intuitive presentation to consumers, there are 3 different specifications of products, respectively40G, 15G, 5G, rich product specifications can meet the needs of consumers in different scenarios, whether it is family sharing, outdoor carrying, friends sharing is very convenient.
In order to better practice the brand goal of "national sunscreen", Yuezhimi aims at the sunscreen needs of middle and high-end people, and creates a single product from product raw materials, process polishing, design image, marketing promotion, etc., and is committed to making microcapsule sunscreen essence into a new sunscreen explosive product after crystal sunscreen spray.
In addition to the development of new products, this year's Yue Zhimi has also expanded the after-sun line, and light makeup line, among them, the existing aloe vera soothing spray after the sun, the innovative development of the use of far spray water, near spray mousse, expanded consumers' awareness of post-sun repair, the upcoming Yuezhimi aloe vera moisturizing gel, is on the basis of the original post-sun repair, to achieve stronger ductility, faster absorption effect and other multi-faceted improvements, and light makeup line, on the basis of facial brightening, upgraded and launched the body without makeup cream - The light-sensitive moisturizing body cream has achieved iterative innovation, making the capacity larger and the brightening effect more obvious. Among them, after the renewal, the cumulative online sales of Yuezhibi Plain Cream exceeded 300,000 pieces, and the offline store Costco stores were settled in the world-renowned membership store, and moved towards the direction of sunscreen and no makeup cream.
In addition, as a professional sunscreen brand, Yuezhimi has also been leading the development trend of new products in the sunscreen market. According to the Yuezhimi brand, "sunscreen line products will expand the use of pre-sun prevention scenarios, aloe vera line products will expand new ways of post-sun repair, in addition, the sun scene will be based on the different needs of consumers, to carry out professional sunscreen science." ”
Brand marketing reaches new heights
The whole network cracks down on counterfeiting and strictly controls the price of goods
If product innovation is the key to Yuezhimi's ability to stand out in the fierce market competition, then marketing and a series of market actions are a strong boost to Yuezhimi's rapid development.
For Yue Zhimi, brand marketing has always had irreplaceable value. For example, in 2021, Yuezhimi officially announced that Lu Han was the global spokesperson of Yuezhimi's sunscreen, and through this official announcement, Yuezhimi's achieved a bumper harvest of brand voice and sales. At the same time, Yue Zhimi also enhances brand awareness through variety show sponsorship, implantation and other models.
In addition, in recent years, Yuezhimi has also begun to increase the building of brand mentality, holding hands with stars such as Peng Xiaoran, Cecilia Cheung, Zhang Yuxi, Zhang Shaohan, etc., through live broadcasts, short videos and other forms, to share product use feelings and "plant grass" for users.
Entering 2024, Yuezhimi will continue to deepen the brand concept of "professional sunscreen, no fear of aging", and is also committed to creating the goal of "anytime, anywhere, fast sunscreen" of its sunscreen spray, so that sunscreen products can bring convenience to more consumers.
At the same time, in view of some misunderstandings about sunscreen spray in the current market, in order to answer some consumers' questions about sunscreen spray, so that everyone can look at and use it correctly. On March 20th, Yue Zhimi, together with Beauty Practice, invited the director of COSMAX Gold, dermatologist Yao Xiaoqian, and consumer representatives to jointly launch a user test activity of sunscreen spray, and initiated discussions on issues such as "whether you will use sunscreen spray" and "whether sunscreen spray is an IQ tax".
At the beginning of April, Yuezhimi and Tmall launched the sunscreen category day activity, successfully connecting to more broad consumer groups and achieving a breakthrough in the crowd. In addition, on April 19, the "Sunscreen Spray Market Insights" co-authored by Yuezhimi and Beauty Practice was also released to further explore the new competitive trend of sunscreen spray market development.
Not only has a strong endorsement support, Yuezhimi also cooperated with Douyin bloggers "Unsmart and Big-eyed Girl", "Korean Lili", etc., to go to the COSMAX factory to gain an in-depth understanding of the research and development of the full range of products of the Yuezhimi brand, and witness the confidence and strength of Yuezhimi in professional sunscreen.
As we all know, the more well-known and popular the brand, the higher the frequency of being smuggled and counterfeited. In recent years, market competition has intensified, and some unscrupulous businesses have used unfair competition methods such as price gouging and malicious price reduction, which have disrupted the price of Yuezhimi products, and many counterfeit and shoddy Yuezhimi products have also seriously damaged the rights and interests of consumers.
In this regard, Qingyan, the brand direction of Yuezhimi, said, "Price control and anti-counterfeiting are also the two main goals at this stage. In terms of price control, Qingyan understands that Yuezhimi has established a brand price system and will strengthen the monitoring of market prices, so as to timely discover price anomalies and take effective measures to intervene, carry out channel management under the premise of respecting market rules, empower channel development, and provide consumers with better services.
In terms of anti-counterfeiting, according to the brand, Yue Zhibi has now set up a brand inspection department to conduct daily inspections of the market, and simultaneously entrust a professional anti-counterfeiting company to conduct an in-depth investigation. At the same time, Yue Zhimi will also carry out the action of "Identifying the Truth and Cracking Down on Counterfeiting and Clearing Rights Protection" by relevant departments, and regularly announce the situation of cracking down on counterfeiting.
After entering the Chinese market for 10 years, Yue Zhimi has obviously stepped on the rhythm of every step, steadily and steadily, and has won the recognition of the market and the reputation of consumers with high-quality products. With strong product power, marketing power and brand power, Yuezhimi will continue to innovate, go through the cycle, and achieve greater development.