Imported cosmetics enterprises are facing double advantages of policy and market
The first Expo in 2018, the trade volume of costume, apparel and consumer goods exhibition area where cosmetics are located reached US$3.37 billion. The countdown to the Second China International Import Fair (hereinafter referred to as the "Entry Fair") is only a few dozen days away. Exhibitors of various categories are also making intensive preparations, including skin care products from all over the world.
During the first Expo in 2018, the trade volume of costume, apparel and consumer goods exhibition area where cosmetics are located reached US$3.37 billion.
Reporters inquired the list of exhibitors on the official website of the Expo and found that many cosmetics enterprises, such as L'Oreal, Shiseido, Stanland, Emory Pacific and Johnson & Johnson, participated in the first Expo, benefited from the first import of non-special-purpose cosmetics filing management (hereinafter referred to as "non-special filing"). With the national promotion of the policy, the time lag between domestic and foreign listing of imported cosmetics has been further narrowed, and the high-end market has ushered in a period of rapid growth.
During the first exposition, cosmetics areas located in the clothing and daily consumer goods exhibition area show a flourishing state, and foreign brands have issued new technologies, new brands or products to show their strength and attractiveness. With the rapid growth of consumer upgrading, the Chinese cosmetics market is also a powerful force formed by China's digital transformation and e-commerce development.
L'Oreal, the largest cosmetics group in China and even in the world, presented more than 500 imported products with 21 brands at the Expo last year. It also released four first-time Chinese brands and an Asian first-time new product, demonstrating new retail stores such as Modiface3D virtual makeup technology tools and the latest makeup vendors.
L'Oreal is still the largest exhibitor in the daily chemical industry this year. In addition to exhibiting in the original 6.1H Consumer Goods Museum, it will also be stationed in the 6.2H High-end Consumer Goods Exhibition Area. This measure corresponds to the rapid growth of high-end business disclosed by L'Oreal in 2018. L'Oreal said that this year it is committed to making L'Oreal exhibition stand the second "highest quality, most innovative, funniest, most dazzling, best looking" exhibition stand, bringing more new products, new services, new experiences and new ideas to Chinese consumers than the first one, and the number of exhibited goods will be increased. Twice as many new brands and products will be released in 2018. Global Phenomenon-level experience activities of Amani, Lancome and Saint Laurent will be launched collectively. At the same time, more subversive cosmetic technology services and experiences will be displayed, including the latest global innovations of the group, such as Shen. The retail experience of soaking cosmetics and the customized technology of skin care products first appeared in China.
"We will assemble more than 20 brands and thousands of high-quality imported products from three continents and six countries in the world, and bring high-tech, immersive and sustainable new consumption experience to Chinese consumers at our booth." L'Oreal Chief Executive Officer Febry said.
It is understood that L'Oreal, under the leadership of the Chief Executive Officer of China in early 2019, set up a "stand-by group" composed of elites from all departments. It has worked closely with the French headquarters team so far, and has been strongly supported by the Group Management Committee headed by Mr. Angong, Chairman and Chief Executive Officer of the Group. Hold. In January 2019, L'Oreal, as a representative of French-funded enterprises, also supported the road show of the 2nd Expo held by the Ministry of Commerce of China in Paris, France, and promoted more French-funded enterprises to participate in the 2nd Expo.
The 70 year old South Korean cosmetics company Emory Pacific, has displayed for the first time in the first Expo the forefront of beauty technology such as 3D printing, Internet of things skin detection and custom double lipstick. The company told First Finance and Economics that this year it will expand its exhibition line in the clothing and consumer goods exhibition area with the theme of "Creator of Asian Beauty", doubling the number of brands. This Expo will also become the first place for the company's overseas products to officially land in China, in addition to the snowflake show, Lanzhi and Yue Poetry Style that appeared last year. Yin, Hera and LV, together with more than 10 famous brands of their own, will also appear on the stage this year to show the trend of Asian cosmetics and convey the concept of intelligent technology skin care to consumers.
Both of the above-mentioned foreign-funded groups entered the Chinese market in the 1990s. They have been working hard for many years, and many of their brands have been spread throughout the country, with a very high national level. In addition, a large number of small foreign brands with market segments participated in the Expo, including Stenders, a high-end Nordic bath brand representing the Latvian government.
Before participating in the first Expo, the brand mainly opened stores in high-end department stores and shopping malls in China, totaling 132 stores. The layout structure offline is relatively complete, while online mainly relies on traditional e-commerce platforms such as Tianmao and Jingdong.
Stamland Company disclosed to First Financial Journalist that the Expo has enhanced the market awareness of the brand of Stamland, brought more dimensions of cognitive customer groups, and after the meeting with Shanghai Hanzhao Industrial Co., Ltd.
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