High-end development.
|gloria
At present, under the growing scale of the high-end skin care market, many brands have begun to take the high-end route of "anti-aging, high-tech and high efficacy". Recently, the functional natural skin care brand Simacare Ximuyuan launched the Taro Snail Toxin Peptide Revitalization And Tightening Series, which is a new series of strong efficacy launched by Ximuyuan this year, the star product of the series "v-face small blue bottle" is the highest unit price product in the brand's existing product line, and it also belongs to a higher level in the domestic skin care brand with the same specification essence, indicating that Ximuyuan has advanced to high-end.
Adhere to the positioning of the high-end route
With the advent of the era of national anti-aging, the demand for anti-aging products has gradually increased. According to the "China Beauty Industry Market Research Report", in the women's maintenance service projects, the mention rate of "anti-aging maintenance" is as high as 72.2%. At the same time, according to the Boston Consulting Group research report, the global anti-aging market will reach $216 billion in 2021, an increase of 7.5% year-on-year.
For a long time in the past, international brands dominated the global anti-aging, anti-aging, whitening and other high-efficacy, functional skin care market, widely recognized by consumers. Nowadays, with the in-depth research of domestic beauty companies on efficacy skin care, this situation is gradually being broken, and domestic cutting-edge efficacy brands have begun to rise and fall.
Typical such as Xi muyuan, since its inception positioned functional skin care. As soon as the product was launched, it caused a good response in the market. Among them, the star product in the new series, Taro Spirant Toxin Peptide Vitality Firming Honeydew (nickname: v-face small blue bottle), was launched less than a month ago, and it ranked 5th on the Tmall list and the compact essence hot list. According to the brand side, the product is mainly for 25-35 years old, the skin began to appear sagging, inelastic, rough and other aging phenomena of the population, the main real-time lift v face, skin firming rebound effect.
▍Ximuyuan new product taro spirant toxin peptide invigorates firming honeydew
Blue Eye noted that in the official flagship store of Ximuyuan Tmall, the price of the v-face small blue bottle is 269 yuan / 15ml, which is the highest price compared with any other product in the store. The daily price of the water milk set is 189 yuan, which is also a recently launched medicinal layer pore detail series, which is higher than the brand's long-term hottest estheptive series of water milk. The process of the price of Ximuyuan product line rising step by step is the performance of the brand's promotion to high-end.
According to the data of the Prospective Research Institute, in recent years, China's high-end skin care market has ushered in rapid growth, and it is expected that the scale of the high-end skin care market will reach 192.5 billion yuan in 2026. In addition, compared with low-end products, high-end products have higher gross profit margins. Under this trend, many cutting-edge brands have begun to take the high-end brand route of "high-tech and high efficiency".
Ximuyuan founder Jeffrey said that from the perspective of the entire new consumer market, due to growing up in the context of the era of strong national strength, now China's main consumers have a high acceptance of domestic products, but also have higher requirements and expectations, domestic products have got rid of low-price, low-quality labels, coupled with the nearly 10 years to build brands of talent is also rapidly increasing, in such a combination of internal and external factors, a new generation of domestic products have the prerequisites for making high-quality, high-aesthetic products, such as Ximuyuan at the beginning of its inception, Positioning as a mid-to-high-end functional natural skin care brand.
Behind the high price is the creation of the core barrier of the product. According to the brand, the v-face small blue bottle contains 7.69% of the high concentration of exclusive patented taro toxin peptide, which directly tightens the muscle layer of the face through the nervous system and reshapes the upward contour of the face; a variety of gold peptides, such as acetyl hexapeptide-8, tripeptide-1 can promote collagen synthesis; palmitoyl tetrapeptide-8, heptide-1 can brighten the skin.
At the same time, in the process of research and development, the brand also combined with supramolecular permeation and conduction technology, developed a unique anti-aging firming black technology - ctx-tyraty™ lifting peptide, so that nutrients are quickly absorbed, nourished from the depths of the skin to the surface, and immediately cast the "lifting peptide" v-face effect.
Products created with ingenuity, with remarkable efficacy. Laboratory data show that the V-face small blue bottle only takes 15 minutes to achieve an immediate tightening effect, and the v-face contour is immediately visible; continuous use for 4 weeks can achieve the effect of anti-aging from the source, long-term firming.
Deeply cultivate the functional skin care market
As a functional natural skin care brand, in the past 2 years since its establishment, Ximuyuan has obtained 7 rounds of financing with a valuation of nearly 4 billion yuan. At the same time, the average monthly sales in August and September this year exceeded 100 million; in September, Ximuyuan's flagship store ranked 15th among all domestic and foreign skin care brands on Tmall, which means that Ximuyuan ranked first among domestic skin care brands established after 2014. In a short period of time, the brand has achieved remarkable results, which is attributed to the long-term deep cultivation of product strength.
Jeffrey, the founder of Ximuyuan, has always believed that good products are the foundation of the rise of brands. If the product force is not firmly established, let the traffic go first, and finally it will bring back to the brand power. Therefore, from the date of the birth of the brand, Ximuyuan has increased investment in product research and development.
"Now the well-known international beauty group, without exception, continues to invest in research and development, and Ximuyuan must keep up with the pace." It is understood that the proportion of R&D expenses in sales of Ximuyuan has approached the international first-line beauty brand.
"When creating products, the most unique thing about Ximuyuan is that instead of choosing the odm OEM model commonly used by domestic cosmetics brands, it cooperated with Jinan University, Jiangnan University, Beijing Technology and Business University and other top universities with key national cosmetics disciplines to implement projects, with the simcare lab® Ximuyuan Laboratory as the core, and built a four-dimensional three-dimensional lab to consumer research and development product force continuous innovation model." The brand side told BlueEye.
Among them, the first dimension is "global traceability, China customization"; the second dimension is technical cooperation with top universities and scientific research institutions; the third dimension is in-depth research and co-creation of products with consumers; the fourth dimension is to delve into core processes, technology applications, and patent applications. Under the four-dimensional linkage, the product strength of Ximuyuan was built, and the rise of brand power was finally driven.
▍In the laboratory jointly built by Ximuyuan and the National Engineering Research Center for Genetic Engineering Drugs, experts are introducing the laboratory situation to media reporters
It is worth mentioning that after winning the National Natural Science Foundation Outstanding Achievement Award at the end of last year, in August this year, the functional skin care joint laboratory jointly built by Ximuyuan and the National Engineering Research Center for Genetic Engineering Drugs was officially inaugurated, which represents that Ximuyuan will further deepen the functional skin care market. The "sensitive skin specialization" is the first step for Ximuyuan to enter the large market of functional skin care segmentation. It is understood that sensitive skin has dry sensitive muscle, oil sensitive skin and other subdivisions, the causes of skin sensitivity are also diverse, Ximuyuan team learned that sensitive skin users in different subdivision scenarios have a variety of skin care needs such as whitening, repair, etc., and traditional technology is difficult to meet such a refined demand, must innovate technology. According to the "iResearch 2020 Chinese Women's Sensitive Skin Research White Paper", "more than 70% of the sensitive skin women's performance is weak, mild", due to the influence of internal and external factors such as environment, pressure and other internal and external factors, the size of the sensitive muscle group will gradually increase, Xi muyuan team believes that only in-depth research and development can serve such a large group, only in-depth research and development, innovative technology, in order to meet the needs of Generation Z consumers.
Thanks to the ingenuity to polish products, today, Ximuyuan's functional skin care product matrix has begun to take shape. According to the official flagship store of Ximuyuan Tmall, ximuyuan currently includes a total of 94 sku, and the products cover five major series, namely camellia qin transparent soothing series, taro spirant toxin peptide activation and tightening series, medicinal layer pore pore delicate series, radiant lucidity series, cherry blossom net bright muscle series.
▍Ximuyuan medicinal layer pore detail series
Thanks to the patient grinding of products, the sales volume and repurchase rate of Ximuyuan products are at the forefront of the track. For example, since the end of July this year, ximuyuan camellia water milk set has ranked first in the three lists of Tmall soothing facial set hot sales, praise list and repurchase list. In mid-September, the new medicinal laminaria series of water milk was launched for half a month, and the inventory originally prepared for November was sold out beyond expectations.
Marketing plays out of the "circle"
In addition to deep ploughing in product strength and research and development, in terms of marketing power, Ximuyuan has also begun to exert force. "Do a good job of products should also do a good job of marketing", Jeffrey, founder of Ximuyuan brand, introduced, "Before it has been product thinking, I feel that a brand has been 24 months or even 36 months before starting a business, the talent echelon and products are doing well, and the traffic outbreak will come sooner or later, but the dividend period of each new channel is only 2-3 years, the product is good, and the traffic breakthrough must also keep up." ”
On September 25 this year, Ximuyuan officially announced that the first spokesperson for natural forces is Naiwan, unlocking the new trend of "young does not define nature will not collapse".
Online, Ximuyuan's official Weibo released the official announcement TVC, which was played more than 5.6 million times, with a total interaction volume of more than 280,000, and the exposure of topics related to Ximuyuan and Naiwan exceeded 300 million, forming a ripple effect and successfully going out of the circle. It is reported that the day of its official announcement spokesperson Naiwan coincided with the new product v-face small blue bottle on the Tmall treasure new brand activity, the transaction amount of the day won the Tmall skin care category No.1, the day's ranking showed that the second name is sk-II., the third is Estée Lauder.
▍ On September 25, the transaction amount of Ximuyuan Tmall flagship store obtained No.1 in the Tmall skin care category
Offline, in late September, Ximuyuan also held a press conference for the new v-face small blue bottle in Sanya, Hainan. The test results of the on-site Visia skin detector showed that after ten minutes of using the V-face small blue bottle, the model used half of the product's face was tighter than the other half, the contour was immediate, and the excellent firming effect of the product surprised all the guests present.
▍Consumers recognize the efficacy of the v-face small blue bottle. A 28-year-old editor-in-chief of a beauty magazine reported that he usually went to bed at 2 a.m., got up at 8 a.m., and got up the next day after using the product to find that the skin on his face became firmer and his jaw line was much clearer.
▍Recently, Ximuyuan held a press conference for the new v-face small blue bottle in Sanya, Hainan
From September to October this year, Ximuyuan, together with the spokesperson of natural forces Naiwan and the new v-face small blue bottle, boarded the big screen of the core business districts of Beijing, Shanghai, Guangzhou and Hangzhou, passing on the cutting-edge attitude of "young is not defined, nature will not collapse" to the citizens and tourists of the four major cities, reaching more than 160 million people.
▍Ximuyuan has boarded the big screen of the core business districts of Beijing, Shanghai, Guangzhou and Hangzhou
It is reported that in terms of marketing, Ximuyuan is mainly based on content marketing and in-site traffic delivery. In terms of channels, Ximuyuan has entered omni-channels such as Tmall and JD.com, and offline has been stationed in new retail channels such as kkv and heat, and has been invited by Beijing United Family Hospital to become a skin care product recommended by dermatologists.
Due to its eye-catching performance, Ximuyuan has gained authoritative recognition in many dimensions such as beauty and personal care, new consumption, and venture capital. In October this year, Ximuyuan, together with winona, Perfect Diary and other industry leaders, won the top 10 annual brands of the 2021 interface "New Face List"; it also won the top 100 of the 2021 new consumer brand Future Unicorn held by Blue Shark Consumption, Sina Finance, Qichacha, etc., and ranked first among the 14 beauty and personal care brands on the list. At the end of September, the Guangzhou Association of Science and Technology Innovation Enterprises announced that Ximuyuan Parent Company NORD Traceability (Guangzhou) Biotechnology Co., Ltd. was selected as the 2021 Guangzhou Future Unicorn Innovation Enterprise. According to public information, the Guangzhou Association of Science and Technology Innovation Enterprises, with the Science and Technology Bureau of the Guangzhou Municipal Government as the business guidance unit, is an important carrier for the government to decentralize power and implement social service functions, and use creativity to build a high-quality platform to promote scientific and technological innovation and the transformation of achievements.
However, Ximuyuan's ambition is obviously far more than the domestic cutting-edge brand, in the insistence on using long-termism to build brand power, as well as the strong support of various types of top capital, the future vision of Ximuyuan is to be a world-class beauty group originating from China and making the Chinese people proud.
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