Guangdong beauty make up industry transformation and upgrading new sample

A number of new domestic beauty brands have grown rapidly and become the representatives of new domestic products under the new consumption trend. With the rise of the national tide and the dominance of domestic products, it has become a significant change in China's consumer market. In this context, a number of new domestic beauty brands have grown up rapidly and become representatives of new domestic products under the new consumption trend.

Among them, the new brands coming out of Guangdong are particularly prominent. According to the data, the annual output value of cosmetics in Guangdong Province accounts for 70% of the national total, but in the past, it was trapped in the inherent impression that the international brand OEM and domestic brand were inferior. In the past two years, the brand of new national products represented by perfect diary, Gu Yu and planting view, with the help of the new Internet platform such as jitter, has attracted the attention of the consumer group after 95. The mature industrial chain foundation, the clear cognition of the post-95 consumer groups and the development of the new platform have become the three core factors of Guangdong new brand scale. These new brands not only reshape the public's awareness of domestic beauty brands, but also become a new sample of transformation and upgrading of Guangdong beauty industry. Mature supply chain helps new brands rise  According to the latest consumption data released by the National Bureau of statistics, from January to November last year, the total retail sales of consumer goods reached 37287.2 billion yuan, up 8.0% year on year.

Among them, the cumulative consumption of cosmetics in the first 11 months exceeded 270 billion yuan, up 12.7% year-on-year, second only to that of daily necessities. Cosmetics consumption is changing from elastic consumption to rigid consumption, and the consumer population is also expanding. The mature supply chain is the most important foundation for beauty brands to break out in a short time. According to the data of the State Drug Administration, there are 2085 enterprises holding cosmetics production licenses in Guangdong Province, accounting for more than 40% of the national total. Dong Fang, the first OEM enterprise listed on the new third board, is one of the larger ones. Dong Fang is the manufacturer of many brands such as L'Oreal, AF and Han Hou, and also the main producer of the new brand 943, which is highly praised by the "constituent Party" in xiaohongshu in the past two years.

"Now the supply chain is paying more and more attention to R & D and investing more money in the improvement of raw materials, equipment and R & D. the level of the whole (beauty) supply chain has been at a relatively high level." According to Wang Jun, CEO of 943 brand, in the past, OEM enterprises in Guangdong mainly passively meet the demand, but now they are more active in R & D. Yu Yang, marketing director of Guyu, introduced that the research and development of Guyu's products, including product formula, raw material selection and purchase, are all completed by Guyu's own team, and then handed over to the manufacturer for production. "Mixing is the industrial feature of manufacturing industry in the Pearl River Delta, including cosmetics and skin care products. The mixing in the Pearl River Delta ranks first in China." Du Zhiyun, chairman of Guangdong cosmetic society and professor of Guangdong University of technology, introduced that thanks to the convenience of receiving information in the Pearl River Delta, the early cosmetic industry in Guangdong Province rose rapidly and had strong advantages in product presentation and formula at the downstream end of the industrial chain. The new Internet platform enables the new development of domestic products the promotion of traditional beauty brands is based on offline channels and advertising.

In Wang Jun's view, the traditional brand promotion mode makes the brand put too much cost on the channel laying, resulting in the compression of product R & D and production costs, and the product quality can not be guaranteed, so the domestic cosmetics have not been dominant in the use of household steles. Thanks to the new content platform represented by xiaohongshu and worth buying, the new brand of beauty makeup has risen rapidly in a short time. 943, Guyu and colorkey are the typical "red brands" that have become popular in xiaohongshu. At present, xiaohongshu has more than 100 million monthly active users. More than half of the users on the platform are post-95s and over 70% are post-90s. The user portraits of the platform are almost the same as those of 943, Guyu, colorkey and other new brands. The characteristics of post-95 consumers are not superstitious about big brands, but believe in the real opinions of ordinary people and dare to try.

Based on this, the new brand in the new Internet platform to create a single product burst as a starting point, through high-frequency user interaction, quickly feedback the user's opinions to the product iteration, through one after another burst single product, advanced in the user level to build brand mind. "Like red book, in addition to the function of traffic acquisition, there is also a role we attach great importance to. We can listen to the voice of consumers from the notes of ordinary people." According to Yu Yang, the marketing director of Guyu, Guyu is equipped with a team to read the sharing of products used by ordinary people in xiaohongshu every day, analyze the feedback, and then present it to the product development team to help the research and development team improve the products. "Our cleansing products have been released in version 3.0, and we iterate every four to five months in the middle. The iteration opinions are from the voice of xiaohongshu." As for the new Internet platform, we are constantly improving the "play method" of new technology and new mode, hoping to empower different brands. In the trend of e-commerce live broadcast, Alibaba, Tencent and other giants have entered the Bureau. It is worth noting that after Taobao live has begun to take shape, the watching live broadcast from Tencent has also recently launched the "gravity broadcast" plan, hoping to help 100000 businesses on the wechat platform to better access to users, complete business realization, and support more than 1000 businesses through direct The annual turnover of broadcast e-commerce model exceeded 10 million yuan.