Introduction: How to win the skin care Red Sea? Xiao Ya used a multi-brand matrix to build a moat.
On May 20, 2021, buyers, distributors, KOLs and specially invited brand fans attended the 2021 new product launch of Xiaoya Group.
Founded in 2012 and headquartered in Shanghai, Xiaoya Group has its own independent R&D laboratory, its own factory, and scientific research association with many well-known universities. At present, Xiaoya's business includes traditional channels, e-commerce channels, cross-border and new retail businesses, and its business is spread all over the country, and Japan and South Korea also have cooperative R&D and production bases.
In 2019, the group concept of "Xiao Ya Xinchuang" was newly upgraded, and the core concept of "creating with heart" was pursued in the four aspects of research and development qualification, product formula, product efficacy and product quality, returning to the product itself and bringing more safe and effective products to consumers.
Adhering to the corporate values of "extreme/efficient/innovative/professional", Xiaoya Group has the natural name of the phytophyte skin care brand, the "Customize Your Beauty" efficacy skin care brand EVM, the Korean imported medical beauty grade skin care brand LPE Lab, and the Whiteasy™ oral beauty brand researched by the professional research team for many years.
Each brand has different characteristics, each beautiful, beautiful and common, the whole conference site is mainly white, full of sense of science and technology, and the experimental utensils that can be seen everywhere are decorated with elements such as test tubes, beakers, experimental utensils, etc., reflecting the tone of Xiaoya Group's professional skin care.
At the press conference, the brand also presented the consumer experience as a highlight, the scene was equipped with 2 sets of professional skin detection instruments, and the professionals carried out free skin testing for the guests present, so that the on-site guests could experience the scientific and technological skin care process, through skin AI detection, genetic testing, etc., customized exclusive products for different skin types, while online and offline linkage, the guests could also experience the intelligent new retail of mini program technology.
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<h1 class="pgc-h-center-line" data-track="18" > the release of new products by Xiaoya's four major brands</h1>
The heads of Xiao Ya's brands appeared one by one to introduce the new products to be listed in detail for the guests and brand users in the live broadcast room.
In addition to facial care, Nature's name has expanded into body wash and care, with filter scrubs and highlighters. It is particularly noteworthy that Nature's Name has launched a joint yeast water tribute to Monet's "Water Lilies" and Van Gogh's "Starry Night on the Rhône", which is available in limited quantities.
The efficacy-type skin care management brand EVM continues to increase the efficacy skincare track and improve its own product system structure. First of all, its explosive EVM "small silver jar" was updated to the third generation, upgrading from the four aspects of vision, touch, smell and utility; in addition, the EVM "Blue Glass Glass" series pushed 2 new products - "Blue Glass Glass Water Milk CP" (Hydrated Filling Microbead Essence Hydration Essence / Hydrated Enriched Deep Essence Milk) + "Blue Glass Glass Essence" (EVM Hydrated Filling Bubble Essence), which greatly ensures the high efficacy of the product in the addition of core ingredients.
Whiteasy's blockbuster new sleep hair growth pills the first double layer ingot, quick release of sleep layer, improve sleep quality, sweep up the late night muscle, restore the skin moisture and bright bullets; at the same time, long-lasting sustained release layer, continuous release of essence, stimulate hair follicle hair growth, reduce hair loss, hair growth, this technology has won europe, the United States, Japan three sleep aid patents, the original WPS cell anti-shedding system, and obtained the French, Australian, Korean authoritative efficacy certification.
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<h1 class="pgc-h-center-line" data-track="32" > THE latest smart store retail plan of EVM was released</h1>
It is reported that out of the insistence of "creating with heart", the raw materials of Xiaoya's products are selected from the world's top raw material suppliers - BASF, Lubrizol and Lucas Meyer.
At present, women's pursuit of beauty is becoming more and more urgent, but most people do not have a clear understanding of their skin problems, and the choice of products is also very blind. Based on this, as the most core brand of Xiaoya, EVM has created a single-brand store of "EVM Customize Your Beauty" offline since the beginning of the brand's establishment in 2018, detecting the skin condition through AI skin type, and then providing corresponding customized products according to its skin condition.
The scene also showed the upcoming offline EVM third-generation smart experience store, EVM first generation + second generation of three intelligent unmanned vending machines (will land in shopping malls, subways, beauty collection stores), EVM second-generation intelligent skin detector, and 2 intelligent skin measurement hardware (facial cleanser and beauty instrument).
As a "bellwether" brand in the field of domestic personalized customization, compared with the previous 886 combination schemes, the current EVM can achieve 32256 different skin care combinations, and the mixing category has also added water and lotion on the basis of the original essence, and the different skin needs of users have been able to achieve a high degree of matching.
"We hope that smart stores will be added from 50+ to 300+ across the country, covering consumers at a faster rate, and at the same time, increasing the repurchase rate from 30% to 65%." Dr. Shenhua Shi, Chairman and CEO of Xiaoya Group, said.