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Weihai Longain Beauty Pencil CO.,LTD, the biggest production base of color cosmetics pencil in Shandong,
What is the original force of Chinese makeup growth abroad?
Tmall new national makeup to the sea pioneer seminar was held in Guangzhou, released the "ZEESEA zhi color 2021 to the sea report" (hereinafter referred to as "report"). The reporter learned from the report that more than 1 year after the launch, ZEESEA's omni-channel sales in Japan are nearly 10 billion yen; and compared to some domestic beauty in Southeast Asia and other markets to go low-price strategy, ZEESEA is more inclined to create a high-end product positioning, the average price is 30-50% higher than the domestic price.
At present, the domestic makeup to accelerate the sea, "Chinese makeup" is becoming popular around the world. According to data released by the General Administration of Customs, China's cosmetics exports in the first three quarters of 2020 amounted to 752,500 tons, and the export value reached 3.139 billion U.S. dollars, surpassing the annual cosmetic exports in 2018 and 2019, the latter two were 2.5 billion U.S. dollars and 2.774 billion U.S. dollars. And in the field of color cosmetics, ZEESEA Zizhi can be said to be the pioneer of domestic products to the sea. It is understood that ZEESEA mainly targets Japan, the United States and other developed countries makeup market, and become the first to seize the Japanese and American
In 2021, ZEESEA entered the U.S. market, and in only 4 months, monthly sales exceeded 2 million RMB on average.
According to the report, in 2018, the annual sales of Zicolor exceeded 1 billion yuan, occupying the top 3 seats of national beauty products. 2019 will be a step up, with annual sales exceeding 1.5 billion yuan and millions of fans on the whole network while holding the top 3 seats of national beauty products. 2020, Zicolor will start its "brand to the sea" strategy, laying out international e-commerce platforms such as Amazon and so on. In 2020, Zisser started the "brand abroad" strategy, laying out international e-commerce platforms such as Amazon, and entering Japan's largest drugstore chain Matsumoto Kiyoshi. Up to now, Zisser covers nearly 2,000 Matsumoto Qing stores; according to incomplete statistics, in addition to Matsumoto Qing channel, Zisser has also laid more than 2,000 points of sale in Japanese collection stores and super stores, etc. Regarding the channel laying plan, Zisser has previously revealed that by the end of 2021, the offline omni-channel sales coverage in Japan is planned to reach 7,000.
Most domestic brands go abroad, the main position will basically prefer Southeast Asia and other markets, but ZEESEA Zee's overseas market layout focus is in Japan, North America and other developed countries. In fact, in the United States, Japan and other developed countries, the user's use of makeup habits, discriminatory ability, aesthetic level is more mature, the choice of brand standards are more demanding, such a layout strategy is actually very challenging for a first-time overseas brands. "Mature market and mature users can prove the brand value and operation ability more quickly." He Jicai, marketing director of Zicolor, explained. It is understood that, at present, zhi color R & D team of more than 100 people, 30% of beauty engineers with more than 20 years of experience in beauty development, 70% of makeup artists with experience in international brands, has developed several explosive products for MAC, Bobbi Brown, L'Oreal and other international brands deep cooperation with the world's top laboratories.
"Just look at the product packaging of Zicolor, you can see that the national brand in the aesthetic, design has been in line with international, makeup is both a beauty product and art." In Guangdong Province, the executive chairman of the Institutional Reform Research Association Peng Peng commented.
At the same time, Peng Peng suggested that, on the one hand, national brands need to cultivate a professional cross-cultural background team to approach partners of different cultural backgrounds; on the other hand, they also need to effectively and accurately communicate with consumers of different cultural backgrounds, from the "Chinese makeup" became popular worldwide, can see the "Made in China "Now on the stage of direct competition with first-line brands, national brands more to sink their teeth into shaping the cultural value of the brand.
Experts on the scene believe that the next 3-5 years is the window period for Chinese brands to go to sea. According to Hu Qimu, senior researcher of Digital Economy Think Tank, digital empowerment is the most effective means to enhance competitiveness at sea.
Digitalization can empower the color cosmetics industry in R&D, design, production, supply chain, marketing, channels and other aspects. The former brand digital layout is more in the last two links, but the FMCG industry market changes quickly, in addition to the digitalization of marketing and channels, but also through digitalization, quickly follow the market changes, to achieve flexible production.
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