Local brands accelerate the rising beauty market.

Xinhua News Agency, Beijing, September 25th.

Xinhua News Agency reporters Wang Yuxiao and Zhou Rui

The Palace Museum's co -branded makeup has been popular with young people, the original design of Guo Chao has frequently "out of the circle", and more new domestic products brands are popular ... With the continuous enhancement of local brand innovation, the beauty market is blowing a strong "national" style.

From the "big road goods" to "selling out of stock", the rise of domestic and beautiful makeup, the influence of Chinese brands has increased day by day, and Chinese manufacturing has also achieved gorgeous transformation in smart transformation.

Chinese goods staged a beautiful "butterfly change"

With the design inspiration in the traditional Chinese culture, the use of Chinese characters is used in product packaging, sea -faction cultural elements and modern minimalist style collisions ... In the beauty series of beauty series launched in Shanghai Jahwa in the past two years, "Oriental Aesthetics "The design concept runs through.

"In the cosmetics industry's competition, consumers have become higher and higher in design. Good design can not only bring a better experience to consumers, but also reflect the advantages of brand power and differentiation." Shanghai Jiajiahua Jia Haidong, a senior director of R & D.

In recent years, more and more domestic brand brand innovation has changed, occupying a place in the beauty market. The "2021 Douyin E -commerce Development Annual Report" shows that domestic products brands are favored by young consumers. In 2021, the sales of Douyin e -commerce domestic products brand increased by 667%year -on -year, of which the sales volume of American makeup products rose 696%.

The rise of domestic makeup beauty is not only the innovation of design concepts, but also precise insight into market demand.

"With the upgrading of consumption, more and more people will no longer stay in trial and feel in beauty consumption, but pay more attention to the core ingredients." Said Fang Liang, the relevant person in charge of Dr. Ling, a domestic brand brand.

According to foreign media reports, Chinese consumers' preference for cosmetics is changing. Judging from social media posting, the top brands are no longer monopolized by European and American companies, and Chinese cosmetics brands are rising rapidly. An analysis of overseas companies focusing on studying the movement of China's consumer market believes that Chinese skin care brands are building a leading position in the domestic market.

Industry experts said that in recent years, the strong counterattack of domestic and beautiful makeup is behind the cultural connotation, scientific and technological content, and aesthetic characteristics of the Chinese brand, which is an important manifestation of the cultural self -confidence of contemporary consumers.

"Number" and "Zhi" empower industrial upgrading

Through new tracks such as the live broadcast, since this year, the performance of the omni -channel of the domestic beauty brand Lin Qingxuan has achieved steadily increasing the performance, and "acceleration" has been ran out of the trend during the epidemic.

"The epidemic affects offline consumption, but people's enthusiasm for a better life has always been, and the consumer demand has been there." Sun Laichun, the founder of Lin Qingxuan brand, said that in the first half of the year, some offline stores were temporarily closed due to the affected by the epidemic situation. Walk on the line live and carry out uninterrupted community marketing. The performance of omni -channel in April increased by 12%year -on -year and increased by 15.9%in May, achieving "adversity growth".

AI skin testing, 3D skin fault imaging scanner, VR smelling experience ... At the 2022 World Design Capital Conference held in Shanghai a few days ago, some domestic beauty brands brought the latest "black technology" products.

"Technology is changing people's lifestyle and consumption behavior." The person in charge of a domestic brand brand said that the beauty of domestic products must firmly seize the key point of scientific and technological innovation and continuously provide consumers with a more "smart" beautiful experience.

Using big data analysis to achieve flexible manufacturing, reverse customization, and improve production efficiency; strengthen interaction with consumers through social media to allow factories to connect directly with the market; manufacturing supply chain to further integrate, and gradually break the boundaries of production, consumption, and services ... Chinese goods Behind the rise is the wisdom transformation of China and the in -depth changes in industrial logic.

Wang Yun, a researcher at the Chinese Academy of Macroeconomic Research, said that from offline to online, from manufacturing to "intelligent manufacturing", "numbers" and "intelligence" will not only promote the transformation and upgrading of the beauty industry, and promote the supply of domestic goods to the mid -to -high -end. It will also promote the further release of consumption potential.

Singing the "good voice" of Chinese brands

Earlier this year, on a foreign video platform, a beauty blog with tens of millions of fans evaluated the products of Chinese brand Huosizi. Many foreign netizens have stated that "its details and artistry are amazing" "The packaging is too good, I like it" ...

Nowadays, it is competing with foreign beauty brands on the same stage. The popularity of boutique domestic goods is not falling. More and more foreign consumers have begun to pay attention to Chinese beauty brands.

In the view of Pan Qiusheng, the chairman of Shanghai Jiahua, letting "China Beauty" go to the world will eventually rely on the "hard power" of the product itself. Only steady growth can truly consolidate the influence of domestic brand brands. "

In recent years, major e -commerce companies have also set up platforms to help the high -quality development of domestic brand brands: JD relying on shopping festivals such as "618" to create "New Brand Day", focusing on showing new domestic beauty brands and products; The support of domestic brand brands. In the past year, the platform's self -broadcasting volume of the platform has increased by more than 700%year -on -year; Pinduoduo United combined with domestic products such as Baique Antelope, using big data analysis to launch a custom product line ...

The "Fourteenth Five -Year Plan" plan and the long -view target outline of 2035 should be proposed to carry out the establishment of Chinese brands, protect the development of old Chinese names, enhance the influence and competitiveness of independent brands, and take the lead in fostering a batch of batch in the fields of consumer products such as cosmetics, clothing, home textiles, and e -products. High-end brand.

"In the future, it will continue to meet and create new consumer needs through product and service innovation, which will be a key step for domestic goods to enhance the influence of independent brands and achieve long -term development." Wang Yun said.

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