Author/Blue Lotus Zhang Ruya
The combination of music and real estate, with the Evergrande Starlight Music Festival; the combination of music with science and technology, art, with the MTA Music Festival, the combination of music and beauty, what kind of spark can be touched?
A "Flower Sea Beauty Carnival" just held by Shanghai Fengxian may give you the answer.
The carnival is hosted by the Shanghai Fengxian District Culture and Tourism Bureau, planned and executed by the team of veteran musician Song Ke and hosted by the Haiguo Cultural Valley. The scene created a cross-border theme of "music beauty", bringing together young people who love music and beauty.
You may think it's strange to put your face on a music festival, but music itself is not only a performance, but also a way of life. Beauty, on the other hand, is also a lifestyle expression that enhances happiness.
Fengxian, Shanghai, where the music festival is held, will take biology, beauty, medicine and other big health industries as the focus of industrial upgrading, and create a silicon valley of beautiful and healthy industry - Oriental Beauty Valley, which gathers more than 30% of the cosmetics enterprises in Shanghai to create a beautiful health industry ecosystem of all nodes, the whole industry chain and the whole ecology.
In the future, Oriental Meigu will also open up overseas markets to help more domestic brands go global.
"Beauty, like music, knows no borders. Oriental Beauty Valley hopes to establish a brand image among more young people through cross-border alliance with music festivals, so that more young people know domestic cosmetics, accept domestic cosmetics, and like domestic cosmetics. This time, Huahai Beauty has indeed attracted a large number of fans to watch, created a hot topic, and played a cross-border integration effect of fashion, beauty and music. Shao Lingyun, chief economist of Oriental Meigu Group, said to Chopped Pepper Entertainment Investment.
Then, the "Flower Sea Beauty" music carnival as the first new integration of music and beauty cross-border. What expectations does such a music festival carry in the two industries, and how should it be deeply integrated? What experiences have been left behind since the success of the event?
The music business thinking behind the Flower Sea Carnival
At 9 o'clock in the evening, on the large lawn of Shanghai's Fish Youth Art Park, a lotus-shaped stage alternately flashed red lights, and singers on the stage sang "How can I make you sad?" "Thousands of young people in the audience took pictures of the stage while clapping. Xue Zhiqian appeared as the finale guest, which caused a cheer and scream from the audience.
Judging from the scene at night, this is no different from ordinary offline music festivals. But the daytime scenario is completely different. The venue of the music festival not only has a beauty lecture hall, a variety of nail art and painting experience places, entertainment interactive spaces such as "beauty pulling machine" and "beauty blind box area" for tourists to use, as well as a beauty live broadcast room, where the anchor can sell goods on the spot.
One of the driving forces behind this music festival is Song Ke.
As a veteran musician, Song Ke has always been highly sensitive to new trends in the music industry and actively promotes cutting-edge cross-border cooperation between music and other various industries. For example, in his early years, he founded the Evergrande Planetary Light Music Festival, later invested in the Tianmo Music Festival, and now he held the Beauty Flower Carnival.
In Song Ke's view, at present, pure music festivals, from artist costs to security to marketing, all kinds of costs are increasing. But I don't dare to flatten these costs to a few hundred dollars of tickets. In this way, it is difficult to recover costs from a pure music market. There are many music festivals in the country every year, but many of them do not make money. If you don't make money all the time, it means that there will be fewer and fewer high-quality concerts. Therefore, we take the initiative to explore, or hope that this cross-border integration can bring some new business models, in addition to ticketing can also have some business income.
"If beauty brands or other brands can come in, there is no doubt that it will increase the revenue of the festival." It's the best of both worlds. On the one hand, the income has increased, on the other hand, it has also added some new attempts in visual and experiential aspects to the festival. ”
According to Song Ke's plan, Huahai Beauty is not only the end of this session, but also a long-term brand. Even next year, we can do the second beauty flower music festival in other cities, which is different every year. You can even move to second- and third-tier cities to make a musical town like the south-southwest of the United States.
The new generation of young people is far more energetic in terms of self-appreciation than their parents' generation. An impressive scene at the festival was when more than 100 people lined up in front of the beauty experience area, and young people spread picnic cloth on the ground, and everyone lined up while enjoying the music, which was very in tune.
Beauty and music festivals are typical of solo music is not as good as the crowd music lifestyle. A person's makeup at home is of course also a way to spread through social media, but outdoors, at a big party of 10,000 people, the value of makeup is magnified many times at once.
In fact, the proportion of elements of music and beauty cross-border integration is preferably half and half. Song Ke said that he personally felt that the makeup elements this time were not enough, and from the feedback of the audience, it could be increased.
"I even thought that if I could actually create a city or a small town, as a background, the audience dressed beautifully, come here to shop, experience the music festival." The new generation of musicians is not quite like the old generation, the old generation generally resists when it comes to business, and the old music fans will also feel that the commercial atmosphere of the music festival is too strong. But the new generation of musicians doesn't resist this at all, they naturally know how to include more business in the music and creative performance process, and promote the development of the entire industry; fans don't mind this, as long as you can make him more beautiful, happier, more pleasant, it will not affect them. Song Ke said.
Oriental Beauty Valley: Through music, let domestic cosmetics go to a larger young group
Another important promoter of this "Flower Sea Beauty Carnival" is oriental beauty valley.
Oriental Beauty Valley is the concept of industrial ecosystem and the concept of industrial brand. With the development concept of "cross-border to boundless", Oriental Meigu is creating a new ecology for the development of borderless beauty and health industry.
The positioning of Oriental Beauty Valley is a beautiful health industry, with food, medicine, cosmetics as the main categories, such as research and development, design, cosmetic packaging materials, OEM, ODM, net red live broadcast, sales, including cosmetics inspection and testing, cosmetics incubation, etc., Oriental Beauty Valley all covered. According to statistics, every 4 masks in the country, there is a piece of enterprise from the Oriental Beauty Valley.
At present, the number of existing cosmetics companies accounting for 35% of the total number of cosmetics companies in Shanghai, and after settling in, beauty companies have made great progress.
For example, Mary Dejia in makeup is the first domestic brand to enter Sephora's corporate brand, Mary Dejia has expanded its scale by 10 times in 10 years since it settled in Oriental Meigu; and the scale of Garland Group has increased by 14 times so far; it is worth mentioning that South Korea's cosmetics processing enterprise Kosmeshi has increased its scale by 100 times in ten years of settling in Oriental Meigu.
Oriental Meigu aims to promote the development of domestic brands, established a set of product traceability system, integrity system, settled in Meigu enterprises must strictly control product quality, pay attention to corporate brands.
With strong R&D capabilities is the core advantage of Oriental Meigu, Oriental Meigu Industrial Research Institute, Oriental Meigu Functional Skin Care Research Institute, Oriental Meigu Skin Research Institute, and Shiseido Sustainable Development Research Institute and a number of R & D institutions have settled down, becoming an important promoter of the development of Oriental Meigu industry. In addition to the important moat of core R&D capabilities in Oriental Meigu, Oriental Meigu has opened a C-end channel for industrial development and proposed the consumer brand of "Meigu Meigou".
On the entire sales side, a lot of work has also been done.
Generally speaking, beauty companies will spend a lot of money to do some consumer advertising, and even more than half of the revenue is used for marketing expenses, but small and medium-sized enterprises cannot achieve this in terms of financial strength. Oriental Meigu is to see the existence of this part of the enterprise demand, last March, officially launched the "Meigu Meigou" consumer brand.
Shao Lingyun said that Meigou Meishou has begun to take shape, and the new retail business that combines online and offline covers Meigu Meigou Plaza, Meigu Meigu New Retail Store, Meigu Meigou APP, Meigu Meishou Alipay Store, Meigu Meishou Mini Program, in addition, Meigu Meishou has reached cooperation with Tmall, Kuaishou, Douyin and other traffic platforms, which will achieve an omni-channel integrated marketing network.
Meigu Meigou New Retail Store specializes in the collection of oriental Meigu brand products. These offline stores have opened to Shanghai Hongqiao Airport T2 Terminal, Shanghai's most prosperous tourist commercial street Nanjing East Road, Jiangsu, Zhejiang, Sichuan and other places will also be opened, in the future in China's more than 5 million people in the city will open Meigu Meigou offline stores.
Everything is ready, only owe Dongfeng, how to push the Oriental Meigu to a larger group, form brand recognition, various types of channels are worth trying. This is where this music festival comes in. Why is the Oriental Beauty Valley promoted in the form of a music festival?
Shao Lingyun believes that beauty and music, have fashion, youth, vitality, beauty attributes, now more and more young people, the awareness of domestic brands is getting stronger and stronger, so how to educate the new generation to understand, like and buy domestic products, is an important thing in the Oriental Beauty Valley.
In addition to the music festival of Huahai Beauty jointly with Jingdong Beauty, previously, Oriental Beauty Valley would hold a concert named "Favorite Golden Melody List" every year, and the concept of it was also to combine fashion and beauty. Including every year, Oriental Beauty Valley will hold oriental beauty valley international cosmetics conference, industry forum, participate in the annual beauty expo and consumer expo, is to let users have a broader understanding of oriental beauty valley.
This time, the Huahai Beauty Carnival sampled the cross-border cooperation between the music and beauty industries. We look forward to the beauty music town mentioned by Song Ke, and also look forward to the oriental beauty valley to truly lead Chinese beauty to the world.