Xiou network interview on June 15 draft
Not long ago, Pottery Barn, a high-end furniture retailer in the United States, sold an interior furniture ornament for about 1907 yuan and advertised: "Decorate your walls with this impressive bamboo woven artwork and make it full of character!" "Many Chinese people have seen it and said that it is indeed very distinctive, after all, hanging the bamboo dustpan as an ornament on the wall is not something that ordinary people can do."
In fact, putting aside the way this product is used in China, European and American countries do have a green eye for many Chinese elements. But the reality is that in such an aesthetic environment, Chinese brands are still difficult to shine on the international stage. Some people believe that Chinese brands pay more attention to how raw materials bring efficacy to products in their operations, rather than talking about brand value; some people feel that advocating nature is not the value orientation of global people, but it turns out that even the art world and high-end luxury brands do love the design expression of natural simplicity. In the information age, what we have to do is to find a time for Chinese brands to go out of the circle.
At the level of life, there are old mothers who have beaten invincible hands all over the world, DJI has attracted much attention at the level of science and technology, and the "black land brand" rice in the northeast has won the international gold medal twice. On the road to internationalization, Chinese brands are catching up with me, and the cosmetics industry is also a major highlight area. Advocating nature is almost a commonality of human beings, and Chinese brands are often more likely to be in line with international standards based on natural elements. It just so happens that Chinese have a particular preference for herbs in terms of care, which sets a favorable foundation for domestic brands to create world-class products. Zhien Ai Technology is one of the typical examples.
As a well-known cosmetics company, ZhienAi Technology currently focuses on high-end essential oil products, and through continuous research and development and upgrading, it can create a Chinese essential oil brand that can connect with the world. On May 29th, the 4th China Brand Economy Summit 2021 and the 2021 Digital Economy Innovation Forum with the theme of "Brand New Scene, Digital New Life" was held in Beijing, and Zhien Ai won the 2021 National Tide New Cutting-edge High-end Essential Oil Brand of Sparrow China with the essential oil products developed by Zhienaiai, which became a highlight of the conference.
Founded in 2013, Beijing Zhien Ai Technology co., Ltd. is a cosmetics enterprise integrating R&D, production, sales and service. In 2013, Chen Liyuan, the founder of ZhienAi Technology Essential Oil Product Line, just returned from studying in South Korea. After studying for 8 years, she saw the value and market space of essential oil skin care, and then set up 3 offline essential oil skin care chain stores within 2 years after returning to China, officially opening the road to entrepreneurship. At that time, she also saw that the Internet industry, which was about to develop rapidly, became one of the earliest merchants to enter the US group, relying on online and offline drainage to smoothly transition to the development period.
"People like to buy clothes and bags, and my house in my house has all the world's top essential oils." Talking about essential oils and plant extract ingredients, Chen Liyuan was particularly excited, "No matter what kind of essential oil, you just need me to smell it, you can know its ingredients and origin." ”
Like every entrepreneur who has no resources and connections, young Chen Liyuan holds a love for the essential oil business and runs through the world's top essential oil raw material bases and supply chains. German citrus, Italian bergamot, Bulgarian roses..." At that time, I was already a mother, with a 2-year-old child visiting the top production factories in the country. Looking back now, these experiences have become valuable assets to help her career develop. It is also in this experience that Chen Liyuan was guided by the industry's predecessors and understood that branding is the most promising direction for the development of the essential oil industry.
"In fact, many people have advised me not to be a high-end brand, the investment is too large, and the success rate is very small." My husband also joked with me that he had to invest at least a few hundred million. When it comes to the road to entrepreneurship, Chen Liyuan is very stubborn, "Friends around me laugh at my stupidity, in Henan dialect, it is not in." But only I know in my heart that I just want to be China's own domestic essential oil brand and do what I like. In her opinion, the younger generation is already different from the people of the 60s and 70s. They have seen too many good things, recognized the strength of the country, and believed that we have the ability to do Chinese our own brand, and really go to the world one day in the future.
China was one of the first ancient civilizations to use aromatic plants for the maintenance of health. Their usage includes incense by burning to help establish harmony and balance between body and mind. The natural ingredients of essential oils are highly sought after by consumers and have become one of the trends in the future skincare industry. According to the data of the Puhua Industry Research Institute of The Chinese Academy of Research, the market size of China's plant essential oil industry has expanded year by year from 2014 to 2019, with the market size reaching 4.33 billion yuan in 2017, an increase of 28.52% year-on-year; the market size in 2018 reaching 5.711 billion yuan, an increase of 31.94% year-on-year; by 2019, the market size of China's essential oil industry has reached 6.94 billion yuan, an increase of 22.47% year-on-year. With the growth of downstream demand in the fields of medical treatment, feed, daily chemicals and other fields, the scale of China's plant essential oil market has gradually expanded.
Under the promising industry development trend, Chen Liyuan also has a clearer view of her own essential oil development. "When online development reaches a certain stage, some of them will definitely return to offline, such as experiential consumption." She believes that essential oils are a typical one that will gradually return to the offline industry. "Essential oil industry online customer education costs are very high, buy more is low-priced products, but many customers are willing to experience our high-end essential oils offline, the overall repurchase rate is extremely high, do not need too much promotion, as long as you are the best product, customers can feel it, there is no need to fight a price war, because high-end customers love essential oils beyond your imagination."
For Chen Liyuan, in this nearly 10 years of entrepreneurial career, love finally defeated time.
Chen Liyuan withstood the pressure brought by all parties in the early stage of entrepreneurship, and set an ultimate goal for the high-end essential oil brand of Zhien Ai in the continuous upward development process: to be a world-class essential oil brand. Under her impetus, Zhi'en Ai has now developed more than 100 essential oils or products containing essential oils, including essential oils, essential oil soaps, and essential oil toothpastes, covering all aspects related to body care. In addition, it also adheres to the core concept of "fresh, natural, organic, plant extract, plant stability, no preservatives", and has developed a variety of skin care products such as masks, essential oils, soaps, toothpaste, makeup remover, etc., and is committed to providing customers with a natural and high-quality skin care experience.
The rise of domestic goods, the out-of-the-loop of China's power is an inevitable trend. The new generation of 95 and 00 is more supportive of domestic brands than before. "I'm not alone in doing domestic brands, and their support makes us more motivated and accomplished." Chen Liyuan smiled. The rise of Chinese brands is inextricably linked to the country's strength. At the moment when the tide of the country is surging and loving to go with the flow, it will certainly touch the goals they have set. Perhaps in the near future, essential oil products can also become indispensable daily necessities in our lives, so that the world can truly see the value and strength of Chinese essential oil brands.