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Breaking 100 million in the first year, will Hua Zhi become China's Yameng?
Breaking 100 million in the first year, will Hua Zhi become China's Yameng?
cbo.cn
2022-12-16
It's the friendliest era ever gone from 0 to 1, and it's also an era where disruptors can emerge at any time. Enterprises are all carefully examining and interpreting this era and exploring the path of industrial leapfrogging.
Under the beauty economy, beauty and skin care products as an important category have benefited significantly, the home beauty device market has been rapidly matured by Generation Z, which accounts for about one-fifth of the total population, and is in the growth stage of enjoying market dividends.
In the subdivision track of home beauty devices, which is expected to exceed 20 billion volume, the old pattern dominated by foreign capital such as Yameng, Zeus, and Chupu has also ushered in the positive challenge of local cutting-edge brands.
Successful companies are inseparable from the courage to grasp the "momentum".
Double 11 sales data released by Tmall shows that FLOSSOM spent more than 100 million yuan to participate in Double 11 for the first time! It exceeded 10 million in 15 minutes of the first sale, and the number of products sold in the full cycle of Double 11 (October 31-November 11) was 40,000 units, ranking among the top 4 of Tmall beauty device and the top 4 of Tmall FMCG new brand double 11 store rankings.
Surprisingly, the above impressive record comes from a young brand that has only been established for 3 years, and the first product was only launched at the beginning of this year.
The bright Double 11 battle report has brought this domestic beauty device "dark horse" to the fore, and has also attracted the attention of the industry - why are consumers willing to pay for this domestic beauty device brand?
When asked "why did it achieve such a rapid growth rate", Hua Zhi told the CBO reporter that Hua Zhi, who has sharpened a sword for three years, is taking a more difficult and stable "high-tech" route - "as a brand specializing in RF beauty technology, Hua Zhi combines the integrated layout of research, production and marketing with medical investment, accurately matches the core pain points of consumers to create products, and then verifies product safety and efficacy through medical clinical trials."
Various trends show that the seemingly young but sophisticated Hua Zhi may subvert the competitive landscape of China's home beauty device market.
01
The Wind Rises: The Golden Age of Home Beauty Devices Has Arrived
10 billion yuan!
This is the scale of China's home beauty device market in 2021 released by Zhiyan Consulting, and the compound annual growth rate exceeds 30%, and it is expected to exceed 20 billion yuan by 2026!
iResearch data shows that the market penetration rate of home beauty devices in Japan and the United States is 11% and 20% respectively, and the penetration rate in the Chinese market is only 4%.
This means that in the next few years, China's home beauty device market has huge growth space, or will usher in a greater outbreak.
The huge market dividend attracts more Chinese and foreign players to enter. In the past, international brands such as Zeus, Yameng, and Tripollar have successively ushered in highlight moments in the Chinese market; Later, Shiseido and Yameng launched the EFFECTIM Pure Light Beauty Device, and L'Oréal launched the Lancôme Pure Beauty Double Optical Beauty Device.
The entry of capital with a keen sense of smell has made more local brands appear in this track.
Between January 2021 and May 2022, a total of 12 local beauty device brands received investment. More and more new domestic brands appear in the public eye, competing with top brands for market share, such as AMIRO from beauty daylight mirrors to home beauty devices, Hua Zhi specializing in RF beauty technology, JOVS from hair removal devices to home photorejuvenation devices, and so on.
Focusing on the subdivision track, home RF beauty devices are the most popular. In the first half of 2022, the overall growth of China's beauty and skin care category was weak, while beauty devices were one of the high-growth tracks, and in last month's "June 18" promotion, the turnover of radio frequency beauty devices increased by 200% year-on-year, becoming a super outlet.
Different from cosmetics, home radio frequency beauty devices have their own particularities, and consumers' pain points need to be solved urgently.
First, security. Also used in the skin, home radio frequency beauty device has higher requirements for safety and technology, and relevant industry specifications are gradually clear, strict and refined. In April 2022, the State Food and Drug Administration issued a notice on soliciting opinions on the Guiding Principles for the Classification and Definition of Radio Frequency Beauty Products (Draft for Comments), defining the management attributes and management categories of RF beauty products, and defining radio frequency beauty medical beauty products as Class II and Class III medical devices. That is, it has medium risk and high risk, and special measures need to be taken to strictly control and manage.
Secondly, professionalism. Although the energy of home beauty equipment is lower than that of large medical beauty equipment, the frequency of use is more intensive and the use cycle is long; The price of thousands of light and tens of thousands of dollars leads to more prudent decision-making, vertical deep professional brands are easier to occupy the minds of consumers, and the specialization of products is the future of Chinese home beauty devices.
Finally, efficacy. "Whether the long-term use of the product has an effect" is the core issue that consumers are most concerned about.
Although home beauty devices are changing from "physical instruments" to "lifestyles", new brands must be professional enough to break through consumer pain points in one fell swoop.
02
Riding the wind: The newborn calf, which is 3 years old, is turning the track upside down
With the continuous change of consumption upgrades, there will be more unknown mid-range segment beauty device brands entering the market in the future, which shows that the beauty device market will enter a new chaotic period.
Different from many speculators in the market who "emphasize marketing, light research and development, and make quick money", the "newborn calf" born for 3 years decided to do the opposite - focus on RF beauty technology, throw money in the right place, create a trinity of "research, production and marketing", increase medical investment, and aim to subvert the old pattern of home beauty devices on behalf of Chinese brands.
(1) "Research, production and marketing" integration, increase medical investment
Since its establishment, Hua Zhi has attached great importance to technology research and development, and the main technologies are derived from independent research and development.
Although the product will be launched in 2022, the R&D layout of Hua Zhi began as early as three years ago.
From left to right: Flowers to the Instrument Performance Test Center| to the Human Efficacy Laboratory
Flowers to R&D Experimental Center| Flowers to Skin Research Laboratory
Since 2019, it has invested tens of millions of yuan to equip 4 functional laboratories, covering the four functions of performance testing, efficacy testing, skin research and technological innovation, bringing together senior and professional R&D talents at home and abroad in physics, electronics, materials, medicine, chemistry, biology and other fields.
Up to now, the R&D team has laid out a number of independent R&D technologies in the field of RF and optoelectronics through independent R&D and innovation. In its third year of establishment, Hua Zhi has obtained 24 patents.
Talent is the basic force to promote scientific and technological progress.
Huazhi has created 10 Chinese and foreign expert committees, the committee members cover Chinese and foreign authoritative experts in engineering, dermatology and other fields, and Professor Zheng Zhizhong, an authoritative expert in Chinese dermatology, serves as the chief dermatology consultant of Huazhi - this is one of the few beauty device brands in China with an expert committee. In addition, Hua Zhi is also an in-depth partner of the Skin Professional Committee of the China Association of Non-public Medical Institutions, and has made great efforts in basic research.
Spend to 10 Chinese and foreign expert committees
(2) Anti-aging in eye and face division, to be safe and effective
Product is always the core competitiveness of the brand.
From 0 to 1, it took three years to polish, and in 2022, it launched its fist product - Huazhi's first anti-aging RF instrument FR100.
It is reported that the product design is inspired by Thermage, and refers to the R&D logic of Thermage in the three dimensions of zonal anti-aging, energy intelligent output and safety protection, and applies the advanced technology ideas of large-scale medical beauty instruments to home beauty devices through independent research and development of eye-face dual modes, skin impedance algorithms, multi-sensing function settings and other technologies.
The product is equipped with 9 patents, of which 6 are invention patents, 2 utility model patents and 1 appearance patent.
Hua Zhi knows that surrounded by foreign capital, if domestic brands want to win, they must accurately cut into user insights and do better than imported brands at the same price.
For example, because the eye skin is thinner, more fragile and more prone to aging than the face skin, the eye and face cannot use the same intensity radiofrequency meter. To this end, through the self-developed "dual-zone multi-pole arrangement + separate electronic control technology", Huazhi can emit 2 kinds of pulsed RF energy of different intensities and frequencies for the skin differences between the eyes and face, realizing the anti-aging of the eyes and face, and realizing "1 anti-aging RF meter = 1 face RF meter + 1 eye RF instrument". "
How to ensure the safety and effectiveness of products is a topic that every home beauty device brand needs to solve.
As a new entrant, Hua Zhi is trying to output an "answer" for the industry - to verify product safety and efficacy through "evidence-based medicine".
In terms of product safety, the Huazhi anti-aging radio frequency instrument is equipped with 5 safety sensing functions to create a "golden temperature control" range, and has passed 21 quality and safety verifications at home and abroad in the three dimensions of "international safety", "electrical safety" and "material safety".
Hua Zhi and 10 professors and laboratory leaders from 10 third-class hospitals openly recruited 120 subjects in 7 cities across the country to carry out a 28-day human clinical safety test on Hua Zhi anti-aging radio frequency instrument, which is also an innovative large-scale and large-sample home beauty device human safety clinical test in China, demonstrating the safety of products from a professional, comprehensive and objective perspective.
In terms of product efficacy certification, Huazhi anti-aging radio frequency instrument has completed 4-week and 12-week human efficacy tests on more than 30 Chinese subjects in cooperation with the Third Affiliated Hospital of Sun Yat-sen University, an authoritative third-class hospital in China, and the results show that all aspects of indicators have been greatly improved.
Disclaimer: ECHEMI reserves the right of final explanation and revision for all the information.
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