"Evolution Philosophy" in the Chinese Beauty Industry Belt

"Every four masks in China have one from Oriental Miyu." As one of Shanghai's largest and most popular cosmetics gathering place in China, Oriental Mitan Valley achieved this achievement in 2019. Subsequently, Oriental Miyu became the only "capital of Chinese cosmetics industry" in China, and successively introduced Shiseido China's third R & D center and L'Oreal's first investment company in China.

Oriental Beigu is just a microcosm of the development of the beauty industry zone. Since 2020, Beijing, Guangzhou, Chengdu and many other cities have established large and small beauty industry belts, and have brought actual growth points to the beauty industry. According to JD data, in the 618 promotion of 2022, the number of pre -sale orders in Guangdong's beauty industry increased by more than 5 times year -on -year, and the pre -sale order volume of the Shandong Beauty Industry Band increased by more than doubled.

These numbers only prove the short -term, local promotion effect. We also hope to see the long -term role of industry belts to different types of brands and the differences behind the expansion of the number of industrial bands, and the industry leads the next planning direction. Based on this background, the First Financial Business Data Center (CBNDATA) talked with Zhu Haojun, deputy general manager of Dongfangmei Valley Enterprise Group Co., Ltd. Essence

Beauty industry with conspiracy

In 2014, after the Ministry of Industry and Information Technology officially launched the brand building of the industrial cluster regional brand, Shanghai, Zhejiang, and Guangdong took the lead in planning the beauty industry belt. Currently developing well -developed industrial belt representatives.

Beginning in 2020, a variety of industrial bands of different types of industrial bands in multiple cities. Behind the rapid expansion of the industry, the focus of planning has also begun to move closer to the concepts of "R & D and Intelligent Manufacturing" and "Experience Consumption" from just emphasizing the industry layout to adapt to the demands of different stages of the enterprise.

First of all, in common, the industry belt focuses on the infrastructure and upstream and downstream resources in the park around the "replenishment chain", and focuses on the "strong chain" in research and development, testing and other links.

Secondly, the functions and positioning of the industrial belt not only focuses on the beauty industry and the park itself, but also collaborate with factors such as urban planning and resource advantages in the area. As far as Oriental Meigu is concerned, because it is located in Shanghai in the "International Consumption Center City" and enjoy the dual policy coverage of Zhangjiang and Lingang, it focuses on highlighting the starting economy and headquarters economy when determining industrial planning, and forming "Zhangjiang Pharmaceuticals with Zhangjiang Pharmaceutical Valley The "Twin Valley" linkage mechanism of Gu R & D and Fengxian Oriental Meiyu "will also supplement the Oriental Meigu in the future with Jing'an District" Create a Global Multifunctional Composite Headquarters Gathering Center in the world ", forming a differentiated industrial space layout Essence

From the perspective of the differences in different industrial bands, the industrial belts of intensive planning and open park since 2020 have begun to focus on specific fields or raw materials to avoid homogeneous competition between industrial bands. In 2021, the Consumer Product Industry Department of the Ministry of Industry and Information Technology pointed out that "the next step, our department will accelerate the construction of new regional cosmetics industry clusters, improve and upgrade existing cosmetics industry clusters, and pay attention to regional development differentiation. , Avoid blindly pursuing 'large and complete' and repeated construction, which will combine the actual situation and characteristics of some areas to build a subdivided industrial cluster with a small and special and refined '. " Section requires requests.

At the specific practical level, the various industries are still in the exploration stage. As described in the previous form, the industrial belt selection established in the past two years has selected characteristic raw materials as a direction of "small and special" and "specialty".

In any case, the original intention of the industry belt is to integrate the upstream and downstream resources of the industry and pursue efficiency advantages. In this process, the industry should be able to improve the supporting services on the one hand, and on the other hand, it is necessary to closely match factors such as regional resources, urban planning, and industrial collaboration to avoid becoming "real estate projects wearing industrial coats."

"Customized" service around head enterprises and small and medium -sized brands

Relying on the advantages of the head foundry settled in Shanghai, Dongfangmei Valley introduced well -known foundry companies such as Kosmei and Shanghai Zhenchen to improve the competitiveness of the industrial belt and attractiveness to the brand. Zhu Haojun believes, "Industrial belt is an ecosystem,‘ there must be a towering tree, and there must be small tree seedlings. ’We need a well -known brand to create a business card for industrial belt, and a large number of vibrant small and medium -sized enterprises constitute a brand reservoir.”

According to the development stage and specific demands of the "towering big tree type" enterprises and "small tree seedlings" enterprises, the value of the industrial belt and the way of providing services are also different.

The well -known enterprises of "towering trees" have a relatively complete layout in the industry upstream and downstream. The industrial belt provides supporting services is only the foundation. It also needs to integrate the resources of both parties to find new breakthrough points. Essence

For the old -fashioned brand that originally focused on a certain business, the new value of the industry belt is to complement the strength of both parties and provide them with opportunities for cross -border trials. For enterprises with cross -regional development or distinctive tone, the industrial zone can combine the aforementioned urban planning and industrial belt differentiation positioning, which clearly clearly brings unique value.

In addition to a small number of well -known enterprises, many small and micro brands of "small saplings" and white cards pay more attention to the actual support that the industrial belt can provide, that is, the shortcomings of the upstream raw materials research and development and efficacy detection, and the downstream channels. Minimize the cost pressure of the early stages of the brand.

Specifically, in the upstream raw material research and development and efficacy testing links, the industrial belt has established a "shared" function platform such as raw material collection supply chain platforms, industrial belt research institutes, inspection and testing centers, etc. to solve the pain points of a single enterprise in these links. In the environment of downstream channels, under the environment of tight online dividends and increased traffic pressure, small and medium -sized brands and white cards lack professional e -commerce talents and insufficient consumer awareness. It does not occupy an advantage in autonomous layout of online channels. The industrial belt seizes the new economic form in a timely manner, establishes live broadcast bases, launches large -scale live IPs, opens official online stores, and introduces professional MCN institutions to cooperate with the header of the header. , Conversion ability.

Taking the "321 Live Festival" in 2022 as an example, according to the official report data, Oriental Meigu invited a total of 112 online celebrities live broadcasts to carry out 139 online live broadcast and cargo activities, which are nearly 150 brands of nearly 150 brands. SKU with goods. The one -week live broadcast of the entire network exceeded 550 million times, and the total sales of the entire network exceeded 12.813 million yuan.

In addition to the industry belt itself, fast hands, Douyin, JD.com, and Tmall have emphasized the "industrial band brand" and "emerging brand" in the planning of 2022. Zhu Haojun told CBNDATA, "E -commerce platforms and industry bands have their own advantages and disadvantages. The former can create sales myths in the short term, but it is difficult to continue. Once you stop, you will be overtaken by faster and updated brands. The latter may not be able to run so much Quick, but it will go more stable, and the coordination of the industry's division of labor and the improvement of the efficiency of each link are more advantageous. "

The next journey of the beauty industry is not only beauty, not only in the country, not only in China

Although in terms of the subdivision of the industry and the type of enterprise, the domestic beauty industry belt is extremely differentiated, it is still difficult to completely avoid homogeneous competition. The supporting services of the industrial belt and the long -term planning of the park tend to be similar. Whether from the perspective of the influence and revenue structure of the expansion industry belt, or the perspective of creating regional brand business cards and increasing brand value, the beauty industry belt requires more room for growth.

The first is based on the beauty industry to extend to a wider track. From the beginning of the plan, these industries are not only aimed at beauty, but a broader "beautiful health industry", including related industries such as biomedicine, medical beauty services, life and health, and some industrial bands even signed pet medical treatment , E -sports companies.

From a longer -term perspective, these large consumer brands are also related to the added value of the industry's hope to build. When she signed the e -sports company Yi Chun Network, her makeup Music Valley was looking at the scale of e -sports fans and the trend attributes of e -sports. It can improve the experience value of "integration of cultural tourism" and attract young customers for the industry.

Secondly, represented by Guangzhou Baiyunmei Bay, Shanghai Oriental Beauty Valley, and Huzhou Beauty Town, the industrial belt has set their sights on the international market. Brand explores the feasible space. Specifically, through the international fashion exhibition and cosmetics industry exchange meeting, the industry belt gradually increases the influence of "eastern hole, oriental products and Oriental brands in overseas markets. Dongfangmei Valley also set up Oriental Milan Milan Center in Milan to undertake the functions of "International Resources Expansion", "China Merchants Center" and "Overseas Experience Center".

From 2014 to 2022, from the spontaneous formation of industrial clusters to the new industrial belt that has a systematic layout and running through the industrial upstream and downstream, the functions and positioning of the industrial belt have undergone tremendous changes. Zhu Haojun described these changes with branding, capitalization, and internationalization. Although the new story is just the beginning, the industrial belt and the upstream and downstream enterprises, and a large number of small and medium brands that are born in it are a whole, which represents a certain extent that the domestic beauty brand is bigger and stronger, and moves towards the world.

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