Cosmetics Call for a Strong 'Chinese Core'

With the improvement of residents' consumption level and the pursuit of high-quality life, the cosmetics consumption market in China is expanding. At present, China has become the world's second largest cosmetics consumer market, but due to various circumstances, foreign well-known brands of cosmetics occupy most of the market share in China.

The core ofbrand is product. For cosmetics, research and development of key ideas, formulation technology, evaluation criteria, cost considerations, can be called "DNA" hidden in innovative "cells". Only by combining the existing scientific research resources with the regional characteristics of resources to accelerate R&D, can we form unique brand products. With the rise of health concepts such as "natural safety, plant extraction" and so on, our country's abundant natural resources and traditional Chinese medicine cosmetology concepts can open up a new path for the development of cosmetics industry. For example, Yunnan, Sichuan and Xinjiang have abundant plant resources, and cosmetics with local characteristics can be developed as a priority. At the same time, the use of traditional Chinese medicine may also become a major feature of research and development in China's cosmetics industry. Therefore, China should make full use of existing resources, give full play to regional advantages, and stimulate the potential of cosmetics R&D innovation.

According to the open data, the R&D expenditure of cosmetics manufacturers such as Shanghai Jiahua, Pellet, Yujiahui and Wanmei accounted for 2% to 3% of their revenue, which was close to the R&D investment proportion of most international well-known brands. However, in general, the high-level research platform for the development of skin health industry in China is relatively inadequate, and there are still some problems such as low level of R&D and shortage of R&D personnel. On the one hand, China's large cosmetics groups should strengthen their contacts and collaboration with leading laboratories and institutions of higher learning in order to transform frontier scientific research achievements into core technologies of new products through technology transfer and joint development of industry, University and research; on the other hand, university education and scientific research should keep up with the market demand and consolidate. In order to optimize scientific research resources and improve the pertinence of cosmetic product research and development.

Faced with the complicated marketing situation at this stage, national brand cosmetics should also make efforts in brand extension and image shaping. National brand cosmetics should not forget the initial intention and move forward, so that consumers can truly feel the "mind" contained in the national brand.

National brand cosmetics should start from the source of products, not be confused by short-term efficacy and interests, refuse illegal additions, sub-optimal, unauthorized recipes and other violations. At the same time, the sales channels will be broadened by entering well-known entity franchise chains, third-party online e-commerce platform and beautiful consumer demonstration street. National brands should uphold the concepts of "ingenuity", "keeping craftsmen", "craftsmanship", "building craftsmanship", "moulding craftsmanship soul". They should control the procurement of raw materials, product research and development, production inspection, sales and other links to comprehensively improve the quality of products and services. In addition, it can also integrate traditional elements across borders, so that national brands of cosmetics in cultural and spiritual connotations can be continuously renewed.

The rise of national brand cosmetics is not overnight. Only by abiding by the original intention and constantly improving the brand's influence, can we establish our due position in the fierce market competition, and let more products go abroad, and make cosmetics "Made in China" brand.