In recent years, the new consumption field has been driven by the transformation of traditional demand and driven by emerging demand; both the continuous hot consumption of physical goods and the rapid rise of service consumption. New consumption and new experience continue to meet the personalized, diversified and quality needs of consumers, and beauty refrigerators are representative of them. The latest data shows that the annual growth of the beauty refrigerator market in 2020 is more than 200%, surpassing the growth rate of traditional refrigerators. As an emerging refrigerator category, beauty refrigerators once became popular items on e-commerce platforms, and the beauty refrigerator brand "PINKTOP Bintu" entered the public eye as the pioneer of the beauty refrigerator category. Recently, Li Qi, founder and chairman of Hangzhou Ruide Design Co., Ltd., founder and chairman of Hangzhou Ruide Design Co., Ltd., and vice president of China Industrial Design Association, accepted an exclusive interview with Nandu reporters and talked about the past and present lives of "beauty refrigerators" and the "her psychology" and "her economy" behind it.
Courtesy of respondents.
Modern women are becoming more and more independent and self-assertive
Instinctively want to have more care for expensive cosmetics
In 2018, Li Qi, who has been in the design industry for 25 years, received an invitation from a friend to design a "beauty refrigerator" for cosmetics. His Ruide design team did preliminary market research from many aspects, "through exchanges with many medical beauty and cosmetics institutions, a series of user surveys, and in-depth understanding of the industry, everyone found that this product is very interesting and fresh, and no one at home and abroad has really done this." ”
In addition, the Research and Development Team of Bintu has insight into the future that people's personalized consumption ability will become stronger and stronger in the future, and the psychology of girls' self-independence, self-assertion, self-awareness, and self-pleasing is getting stronger and stronger. "This is the starting point for creating a range of product demands."
Specifically, in recent years, girls' cosmetics are more and more, and the price is becoming more and more expensive, maybe a bottle of toner should be seven or eight hundred, not to mention the essence and the like, one or two thousand yuan is normal. "Girls will instinctively take more care of these expensive cosmetics and skin care products, and it is these factors that contribute to women's potential demand for beauty refrigerator products and trigger the factors that users want to buy beauty refrigerators." Li Qi said.
In addition, the cosmetics industry is changing rapidly, many skin care products contain higher and higher organic matter, the trend of customization is becoming more and more obvious, and some medical beauty products themselves are clearly stored under certain circumstances to have an effect. At the same time, the R&D team of Bintu also saw that many Asian girls themselves are mostly sensitive skin, and the skin is easy to redden and acne when it comes to changing seasons. Coupled with the large number of dietary choices of modern people, skin problems will occur if they are not careful. Under such a premise, it means that the calming effect of the beauty refrigerator on cosmetics is a major need for girls.
In this way, the beauty refrigerator, which was originally used as a foreign trade product, became a domestic trade product, and Ruide Design and Hangzhou Zanshang Network Technology Co., Ltd. also changed from the original designer to a co-developer, and pushed "Bintu" to the market.
Keywords behind beauty refrigerators:
Temperature, dryness, storage, noise
The partner who co-developed the beauty refrigerator with Li Qi started with the car refrigerator, but the Bintu development team found that the beauty refrigerator requires different technology compared with the car refrigerator. "The car refrigerator is a frozen box, and the principle is to slowly penetrate the air conditioner through aluminum." Li Qi said that in this case, the temperature of contact with the bottom aluminum periphery is lower, and the temperature far away from it will be higher. For example, if a bottle of water is placed in the refrigerator, the bottom of the refrigerator will be very cold, and if it is low enough to a certain temperature, the water will frost. However, the storage of cosmetics can never be stored in this cold conduction method, which is very harmful to cosmetics and may destroy the product. Cosmetics need an environment with a balanced temperature.
Li Qi believes that "beauty refrigerator" is not a "refrigerator" in the traditional sense, and there are several keywords behind its definition: temperature, drying, storage, and noise. "The team spends a lot of cost and energy on product development and exploration." Li Qi said that as a product that no one has defined, the biggest difficulty encountered by the Bintu team in the development process is the need for "time" - "for example, what kind of air-cooled technology is in line with the condensation water is not stagnant, smoothly exported, and the most effective, the team has gone through a lot of practice, step by step to step out of their own quality, step by step out of their own standards." ”
For example, in the freezing technology used in the product, the beauty refrigerator uses air-cooling technology to average the temperature of the entire box. The constant temperature of the beauty refrigerator is between 10 degrees and 18 degrees, and under the condition of this uniform temperature space environment, cosmetics can achieve the best preservation effect and protection. Li Qi said that Bintu has determined the data with beauty brands, and has also done a lot of underlying experiments with domestic universities and research institutions to test whether important core elements in beauty products can remain stable at a set temperature of 10 to 18 degrees, and how changes in higher temperatures, such as about 30 degrees. Although these data were not specifically released to the outside world, the results showed that the former was better at maintaining the stability of the core elements of cosmetics.
In addition, air-cooling technology also helps to dehumidify the inside of the beauty refrigerator and keep the interior dry. "Noise" is also a dimension of user attention, "the source of noise is the impeller, but if the speed is reduced, it may lead to the generation of dew." Li Qi said that this puts forward higher and more comprehensive requirements for the technology of the research and development end.
The underlying problem of the technology
In fact, it is a relationship between people and products
In Li Qi's eyes, the beauty refrigerator is a product with high relevance to people's skin and people. "Beauty refrigerators are not only protecting cosmetics, but also protecting people's skin. Water, essence, lotion, mask and other products have a very close relationship with people's skin and skin feeling. If the temperature is not suitable, the skin absorption effect is not very good. Li Qi believes that the beauty refrigerator is not a problem at the top of the technical level in a simple sense, it is really a relationship between people and cosmetics, and this product should be defined from the perspective of people's needs.
"Our team is a team that pays great attention to user needs and experience, for example, we have colleagues who see that the beauty refrigerator cannot open the door with one hand because of its strong sealing, so we designed the 'bixin' door opening method, using the 'bixin' gesture of one finger forward and one finger backward, you can open the door with one hand." Li Qi laughed and said that this also means that the Bintu team maintains a very close relationship with consumers, often energetically considering problems from their point of view.
To this day, Bintu often does some user research and holds face-to-face activities with consumers from time to time to maintain close contact with users, know their needs, and improve products. For example, in the middle of 2020, before the release of 25L new products, the Bintu team and Li Qi walked into the user's home together, visited nearly 300 users in depth, listened to the user's feelings about the use of this new product for half a year, and found that the girl's skin care habits became more and more professional and extreme, in addition to the daily skin care products stored in the beauty refrigerator, there are often full of several cabinets of hoards, they hope to have a larger volume, but at the same time have a sense of makeup, suitable for the bedroom dresser storage around the beauty refrigerator.
So a larger capacity of beauty refrigerators in the market came into being, Bintu team said that the product upgraded the air cooling circulation system 2.0, and specially designed the condensation collection channel, to ensure that the refrigeration module and the inner cavity wall of the trace amount of condensate are all collected, and by the suction column directional guidance rear heat dissipation system for natural evaporation, so as to ensure that the inner cavity is dry, bacteria are not easy to breed. "Our designers spent months meticulously polishing every detail, measuring a large number of skincare products to ensure that every space was justified. The free combination of internal partitions, every detail of the product size and refinement we have carefully polished, this is our full heart for users.
The Bintu team said that while creating a new category of beauty refrigerators, they also observed that 75% of women have an average daily stay time of more than 25 minutes in front of the mirror, and with the rise of the "beauty economy", professional makeup mirrors have become an indispensable tool for girls to please themselves (beauty). According to the needs of this consumer, At present, Bintu has cooperated with professional institutions to develop a variety of prototype beauty mirror products, and is expected to debut on Tmall Double 11 this year.
Hope to have industry product standards
Push the industry down the right path
As one of the earliest explorers in the beauty refrigerator industry, Bintu has been active in the forefront of the industry. After participating in the beauty refrigerator industry seminar co-sponsored by Southern Metropolis Daily and Weikai Detection Technology Co., Ltd. in June this year, on September 28, in Ruide Design, Bintu also hosted a seminar on beauty refrigerators, inviting e-commerce platforms, testing agencies, beauty platforms, media and other parties to talk about the "pain points" of the beauty refrigerator industry.
"Red has made clear the direction when he decided to hatch the rabbit, hoping to firmly pull the beauty refrigerator industry up." Li Qi said that the hatching of rabbits by Red was not accidental, nor was it done in the first two years, but began to do it more than a decade ago. "Ruide Design is actually a comprehensive brand company with a bottom definition, product design, research and development, supply chain, production, marketing, management, and integrated operation, and the core capabilities are set in design, but at the same time have a team of in-depth research and development, so as to ensure that the product is done well, and a customized beauty refrigerator that belongs to its own understanding of the industry is newly defined." Li Qi said.
Li Qi said that in the process of research and development of Bintu, Ruide Design has accumulated more than 20 years of industrial experience and innovation skills and a complete system on this project, absorbing all the elements of the underlying basic technology in the car refrigerator, and innovating. Now Bintu has its own set of systems, research and development teams, and its own laboratory and testing team. "If you don't have these conditions, it is untenable to rely on your appearance today, and then fight with the whole market."
"Bintu hopes to take the development of the industry as its own responsibility, guide the industry to the correct development, focus on the management of beauty and skin care moments, and create beautiful and good products for users." Li Qi said that first of all, he hopes to work with quality inspection agencies to set the industry's standards so that the industry has a value standard that can be referred to. The second is to improve the market awareness and acceptance of the product, so that users can fully understand the value of the product. The third step is to introduce industry standards to the platform, so that users can use the product with confidence.
The potential of "her economy" cannot be ignored
In the future, more gender-oriented products will be introduced in the market
"Consumers' consumption habits are cultivated", Li Qi believes that for the market, consumers already have the demand for skin care products and skin cold compresses, but we need to let consumers have time to understand the value of "a beauty refrigerator" to "her".
The potential of the female consumer market is an important basis for Red's decision to hatch the rabbit in 2019. Li Qi said that the beauty refrigerator is actually a female companion product, which contains a lot of unique products for women, which need to be subdivided on the space cloth of the box. At the same time, the beauty refrigerator is based on the management experts of women's cosmetics and the protection of their beauty and skin care products as an important positioning.
The economic spending power of different genders is actually not equal, but women's business situation is much richer than that of men. Li Qi said that with the increasing consumption ability, independence and sense of autonomy of the female population, the extension of the economy is more and more, and there will be more and more gender-oriented products in the market in the future, and the exclusive product content will be very popular.
Producer: Nandu Appraisal laboratory
Written by: Nandu reporter Xiao Yunhui Intern Guan Yingyi
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