What breakout in the battle of urban beauty industry?

Wen | Chinese Business Tao Wang Han

The competition of cities is ultimately the competition of the industry, and industrial competition must be achieved by enterprises.

【1】

Recently, the 6th Masterpiece of the Hangzhou Municipal People's Government, the Hangzhou Municipal People's Government, the Zhejiang Provincial Party Committee of the Democratic Construction, and the China Investment Development Promotion Association successfully concluded at the Hangzhou International Expo Center.

The conference brought together more than 5,000 leaders and experts at home and abroad to explore the future trend of the urban industry, discovering future corporate new stars, and continuous blood transfusion for the local entrepreneurial ecology.

The "Future Unicorn TOP100" list, which highlights the development of China's economy in the future, is also released at the meeting. In recent years, a dark horse that appeared in the beauty and skin care industry in recent years. Muyuan appeared on the list. It is the only skin care brand selected this time. Compared with the GMV volume, it is also higher. Another selected skin care brand was LAN Lan, founded in Hangzhou in 2019.

Xiyuan was selected as "China Future Unicorn TOP100"

It is worth noting that at the end of September 2021, Ximuyuan's parent company Nond Nord's traceability (Guangzhou) Biotechnology Co., Ltd. also selected the "Guangzhou Future Unicorn Innovation Enterprise in 2021", becoming the focus of the industry development.

Ximuyuan's parent company Nond Nord's Simagon (Guangzhou) Biotechnology Co., Ltd. was rated as "Guangzhou Future Unicorn Innovation Enterprise"

Why are Guangzhou and Hangzhou began to pay attention to beauty tracks? And Ximuyuan has become their common goal?

The reason is very simple. In March 2021, the Fourth Session of the Thirteenth National People's Congress voted to pass the resolution on the 14th five -year planning of the national economic and social development and the outline of the 2035 remote scene target. Actions to enhance independent brand influence and competitiveness. "

The "Fourteenth Five -Year Plan" market supervision modernization plan issued by the State Council proposes that it is necessary to create a group of high -end brands that belong to China, including beauty skin care.

The goal of "cultivating Chinese brands" in the "14th Five -Year Plan" in major cities is to find a future unicorn with development potential. Special reasonable reasons. In addition, local governments also know that unicorn companies, as the "Star of Tomorrow" in the wave of new economic development, directly affect the position of cities in the future competition pattern. The introduction and cultivation of "unicorn" brings more than just the unicorn company itself, but the entire ecology behind it.

In such a macro background, Guangdong, Zhejiang, Shanghai and other places have successively issued policies to promote the high -quality development of the cosmetics industry, and many cities have proposed to build a beautiful healthy industry base.

For example, "Baiyunmei Bay" in Baiyun District, Guangzhou, "Southern Meigu" in Huangpu District, Guangzhou, "Oriental Beauty Valley" in Fengxian District, Shanghai, "Beauty Town" in Huzhou City, Zhejiang Province, and "her makeup Meigu "," Future Beauty City ", Beijing Changping District, etc.

It can be seen that various cities in China are focusing on the rapid development of the cosmetics industry. Among them, Guangzhou, Shanghai, and Hangzhou have become the best advantages in industrial foundation, brand cluster, channels and other aspects, and innovative unicorn like Ximuiyuan has become their common goal.

【2】

With the introduction of the State Drug Administration's release of the "Evaluation Specifications for Cosmetics Effects" and subsequent documents such as "Cosmetic Supervision and Management Frequently Asked Questions (3)" and other documents, the Chinese cosmetics industry has actually entered the era of efficacy evaluation.

As early as the beginning, Ximuyuan took "the power of nature beyond your imagination" as the brand concept. In terms of product development, the logical closed loop of "target population skin care demand -global traceability high -quality ingredients -research and development to build product exquisite formula -clinical testing practical effects" is accurate with the current pursuit of efficacy.

In August 2021, Ximuyuan completed the round C financing, with a valuation of nearly 4 billion yuan after investment, which rose nearly 3 times in just half a year. In the past 618 promotion, Ximuyuan is the only domestic brand brand that enters the TOP20 of the Tmall skin care set. The omni -channel GMV is over 140 million, reaching 3.36 times of 618 in 2021.

However, the "obvious" advantage of tracks, cash flow, and valuations is only one aspect of seeing Zhongxi Muyuan in various places. The potential of beauty ecological networks that affects behind it is a more critical decisive factor.

Recently, the "development of sensitive muscle functional cosmetics technology based on biological informatics" and Professor Du Zhiyun, a foreign academician of the Chinese Academy of Sciences and the Foreign Academician of the Russian Academy of Natural Sciences, won the first prize of the Scientific Progress Award of the Guangdong Cosmetic Society of Cosmetics in Cosmetic Society of Cosmetic. In addition, "Product R & D and Application of Ultra -Molecular ionic Line Promoting Taro Solid Polyptide Technology" also won the second prize.

These R & D results are just the tip of the iceberg that leveraged scientific power.

In order to establish a basic research knowledge base and solve sensitive muscle problems more uniformly, Ximuyuan and the National Engineering Research Center of the Gene Engineering Drugs have jointly established a functional skin care joint laboratory. In terms of efficacy assessment, Ximuyuan also combined with the Sanlihui Review and Inspection Technology Center of Beijing University of Technology to establish a joint laboratory.

The solid scientific research moat was created, so that Ximuyuan practiced the excellent product power. Nowadays, the products such as camellia, medicinal pores, and other products have solved the various skin problems of sensitive muscle users due to targeted manner, and leveraged the tracks one by one. In this way, it is not difficult to explain why Xi Muyuan can stand out among many emerging domestic products and continuously create new sales records. At the same time, the business model with independent hematopoietic capacity has created the possibility of reinforcing the organization construction and expanding its own border. At the moment full of uncertainty, this new domestic goods have built the supply chain network and a complete talent system throughout the five major provinces and cities across the country, as well as multiple sets of response mechanisms to respond to emergencies.

The continuous breakthroughs in performance, the continuous construction of the organization's internal skills, and the successful avoidance of several risks have made Ximuyuan's trust in many capital. After 7 rounds of financing, there are many star capital such as Zhenge Fund, Coatue Management, H Capital and Xuehu Capital.

It can be seen that it has become the first Ximu source of the new skin care brand. What can be achieved in the future is not only its own development map, but also in the process, to revitalize resources, draw the forces from all walks of life, promote more cooperation, and drive more cooperation, and then drive to drive more cooperation, and then drive more cooperation. The overall improvement of the industry.

It is worth mentioning that, in April 2022, Ximuyuan took the lead in the formulation of the "Application of Sensitive Skin Safety Evaluation Methods (Consumer Trial)" group standards for the formulation of the group standards for the formulation of the Guangdong Cosmetics Society to organize 30 local enterprises in Guangzhou. Start discussion. In other words, the promotion effect of this new Rui domestic brand on the city's beauty industry has been initially reflected.

At present, Guangzhou has demonstrated the sophisticated sophisticated as the "first city of domestic products", which not only awarded the title of the future unicorn of Ximuyuan, but also provided support at the actual level.

It is understood that during the epidemic in early 2020, relevant departments in Guangzhou coordinated the resources of all parties to help Ximuyuan and other peers quickly resume production and resumption.

During the three years of entrepreneurship, Xiyuan provided high salaries and employment opportunities for more than 400 employees, and radiated the livelihood and development of more than 100,000 employees of more than 100,000 employees upstream and downstream. Awarded a reward for entrepreneurship and employment.

【3】

Cases of Ximuyuan show that the enterprise itself must have considerable superiority in order to get the attention and support of local governments. At the same time, localities must also have the corresponding industrial advantages to attract the addition of unicorn companies.

At present, the top three cities in the development of China's beauty industry are Guangzhou, Shanghai, and Hangzhou. The advantages of the three places are very different.

Shanghai Fengxian District "Oriental Beauty Valley"

As we all know, Guangzhou has long been a cutting -edge position to solve the production of international big -name foundry. Here we bring a series of production infrastructure such as the raw materials, processing, and packaging required for new skin care brands. here.

Shanghai has benefited from the gathering effect of the beauty industry. Not only many traditional beauty domestic products are born here. More than 30 multinational companies such as L'Oreal, Estee Lauder, United Leihua, and Shiseido also set up China or the Asia -Pacific headquarters in Shanghai. Shanghai has established a R & D center.

In addition to the "fat powder" industrial town since ancient times, Hangzhou has become an important scenario in recent years. Attracted a group of beauty industry gathering.

The characteristics of each advantage determine that unicorn companies are likely to choose to enter the city based on their business models and demands. At the same time, the collaboration between unicorn and local governments is not this or one another, but a multi -party linkage. In the process of enterprises and local industries, it is the most ideal state to achieve its specialties and then realize its own demands.

In any case, it is certain that the competition of cities is ultimately the competition of the industry, and industrial competition depends on each enterprise to achieve. Nowadays, China's urban industry development has reached a new stage. It tests the pattern and vision of local governments for industrial development. Only one step can be taken first in the new period and achieved a jump.

As a result, the current status of "big but not strong" in the Chinese cosmetics industry can be fundamentally changed.

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