标签归档 杭州西湖妃子阁

Reporter | Wu Rong

Edit | Yun Huiyun

At the end of last year, we reported that with more and more domestic beauty products eyeing overseas markets, 2021 will be a crucial year for brands to "go out to sea".

According to the data released by the General Administration of Customs, in the first three quarters of 2020, the export volume of cosmetics in China was 752,500 tons, with an export value of US$ 3.139 billion, surpassing the export volume of cosmetics in 2018 and 2019, with the latter two being US$ 2.5 billion and US$ 2.774 billion respectively.

At present, the pace of domestic beauty brands going out to sea is still accelerating. According to the recently released data of "2021 Beauty Industry Trend Insight Report" released by CBNData First Financial Data Center and Tmall Golden Makeup Award, domestic beauty products have increased by more than 10 times.

Compared with the past, in recent years, in the wave of domestic beauty products going to sea, there are more new brands, including Perfect Diary, Flower West, Flower Know and ZEESEA Color.

Different brands will choose their countries and channels according to their own characteristics, so as to better explore the possibility of overseas development.

The perfect diary will focus on the southeast Asian market. In April, 2020, Perfect Diary was launched in overseas official website, with Chinese, English, Japanese, Russian, Thai and other languages, and supported payment in US dollars, Singapore dollars and other currencies.

In addition to sales in official website, brands will also use other channel platforms. At present, including Perfect Diary and Hua Xizi, they all go out to sea with the help of Tmall. Another make-up brand, Laqi colorkey, has settled in Shopee, the largest e-commerce platform in Southeast Asia.

There are also offline channels.

At the end of 2018, Mary Daijia entered eight countries including Thailand, Malaysia and Singapore through the Sephora channel; Hua Zhiming has also settled in Japan’s offline beauty collection stores, including more than 300 cosme.

ZEESEA Zise also told the interface news that in addition to international e-commerce platforms such as Amazon, the brand has also settled in Matsumoto Kiyomizu, Japan’s largest cosmeceutical chain. Up to now, it has covered nearly 2,000 Matsumoto Kiyomizu stores. More than a year after its launch, its sales in Japan reached nearly 10 billion yen. According to the plan, ZEESEA Zise will reach 7,000 offline sales points in Japan by the end of 2021.

Perfect Diary, ZEESEA Zise and Ke Laqi colorkey all started in Guangzhou. Previously, we discussed in the article "Revealing the Domestic Beauty Base: Over 70% of them come from Guangzhou, and they should be positive with big brands". The relatively mature beauty industry chain, daily chemical experience and talent pool have created many phenomenal domestic beauty brands for Guangzhou. In fact, these are also important reasons for supporting the new domestic beauty products to go out.

In addition, with the development of online shopping, the progress of logistics and other infrastructure, and China’s rapid recovery from the epidemic, China’s beauty brand has attracted more attention overseas this year.

However, judging from the performance of brands at sea, it is not without challenges.

How to localize is a big problem.

Most domestic beauty brands go to sea, and the main position is generally the Southeast Asian market. However, there are more than 10 countries in Southeast Asia, and different countries have their own religious beliefs. The differences in consumer preferences are not small. It is not easy to localize products.

Nancy, CEO of Baizui Cuisine, who started planning to go to Southeast Asia in 2020, said in an interview with the media that people in different countries have different skin conditions and demands. Take sunscreen products as an example. Consumers in Southeast Asia use sunscreen to resist aging, which is not the same as the starting point for most consumers in China to prevent sunburn. In addition, in Muslim countries such as Indonesia, the policy requires that beauty products must meet halal certification.

The relevant person in charge of Hua Xizi’s public relations also admitted in an interview with Interface News that a very important challenge of China’s brand globalization is the difference in language system and communication mode. Other countries and regions are very different from China in culture, language and customs. Hua Xizi has no idea about their acceptance of China beauty cosmetics and China culture, so she needs to do a lot of pre-promotion work.

Compared with the Southeast Asian market, users in developed countries such as the United States and Japan are more mature in the use habits, discrimination and aesthetic level of cosmetics, and the standards for choosing brands are more stringent. This will undoubtedly put forward more tests for China beauty brands that set their focus on the sea as developed countries.

For example, ZEESEA has focused its overseas development on Japan and the United States, and Judy, the head of its new overseas retail, described the course of brand going out to sea in the past year as a process of "fighting monsters and upgrading". "The laws and regulations of each country are different, and Japan and the United States have their own laws and regulations. We have no teachers, no objects to learn, and we can’t avoid risks. We can only cross the river by feeling the stones. "

In terms of product selection, it is impossible to copy domestic explosives overseas, and brands need to re-develop products and adjust production lines. For example, Hua Xizi’s star color number in China is positive red, but when it is sold in the Japanese market, the color number is also "do as the Romans do", and the popular caramel maple leaf color, peach color and raspberry red are selected as the main colors.

In addition, considering the comprehensive cost, the pricing of products listed overseas is also higher than that of domestic products.

Hua Xizi’s lipstick product "Tongxin Lock Lipstick", which sells for 219 yuan in China, sells for 6,129 yen (equivalent to 371 yuan) in Amazon, Japan, which exceeds the price of Chanel lipstick in Amazon, Japan, which is 5,270 yen (equivalent to 315 yuan) in the same period.

According to Hua Xizi’s statistics, overseas pricing may be 1.7 times the domestic price. This pricing strategy takes into account the comprehensive costs of tariffs, logistics, services and operations. Similarly, the selling prices of international brands in China are also priced in a similar way.

"Due to the impact of the epidemic, the vitality of some foreign industries has not yet recovered. The next three to five years will be a good opportunity for domestic brands to enter overseas markets, especially cosmetics brands." Hu Qimu, a senior researcher at the digital economy think tank, told the interface news. Although the layout of developed countries is full of challenges, mature markets and mature users can prove brand value and operational ability more quickly. If the layout is made earlier, it will have a first-Mover advantage by breaking the circle of products and operations.

Considering that the rise of cutting-edge domestic beauty brands is still in its infancy, the beauty market is fiercely competitive, and the number of self-built supply chains is small, and most of them rely on supply chain problems such as OEM, how to improve product strength will become the key to the success of these brands. If the product quality cannot be recognized, and there is not enough high repurchase rate, user loyalty and recommendation support, going out to sea may only become simply brushing China elements to find a sense of existence.

After Anthony Davis’ early contract renewal window was opened, Lakers President Pelinka immediately put a three-year $186 million maximum salary contract in front of Davis. Davis readily accepted and tied his peak period to the Lakers completely.

For Davis, who has hidden dangers of injury, renewing his contract in advance adds security to his future. In the next five seasons, Davis’ total salary will reach $270 million, of which the average annual salary of the new contract for three years will be $62 million, breaking the record set by Jay Brown not long ago.

For the Lakers, this is a key part of Pelinka’s layout for the post-James era.

The 38-year-old James has player options in the offseason in 2024, and his choices are very diverse. After keeping Austin Reeves, Yasunari and Vincent on 3-4 year contracts, the Lakers renewed their contracts with Davis in advance. No matter how James chooses in the future, the Lakers can ensure that they have Davis and depth, and there is still room to chase other big-name stars in the free market.

Ironically, after the Lakers won the championship season, when it was most necessary to be steady and strive for progress, Pelinka chose to be aggressive. Coupled with the injuries of James and Davis, the Lakers wasted more than two years.

Before the trading deadline in 2023, Pelinka finally completed the "blocking operation" and successfully corrected the error. In the offseason, Pelinka learned a lesson this time and stopped rushing forward. Pelinka’s series of operations show that the Lakers are not only striving to win in the present, but also planning for the post-James era. After all, James will be 39 years old at the end of December and will have the player option in the summer of 2024.

In the draft, the Lakers chose Jaron Hood Schifino with No.17 and Maxwell Lewis with No.40.. Together with last year’s No.35 show, Christie, the Lakers hoarded three potential new stars under the age of 22.

In the free market, the Lakers gave Bacamura $51 million for three years, gave Reeves $56 million for four years, and hired the Heat to introduce Vincent for three years $33 million. All three of them are in the long-term planning of the Lakers. Russell signed a 1+1 contract, and whether he is in the long-term planning is still unknown.

Vanderbilt has not renewed its contract in advance, but from September 7, local time until June 30, 2024, Vanderbilt is eligible to sign an early renewal contract of up to four years and 75 million US dollars. Considering Vanderbilt’s age and characteristics, it is highly possible for him to renew his contract in advance.

Three new stars have good potential, and four of them are high-quality puzzles, so the depth of the Lakers now and in the future is guaranteed. The next step is to establish the leader of the post-James era. Davis is the undisputed star of the Lakers.

Last season, the world has seen the horror of Davis, who plays center. In the regular season, he averaged 25.9 points, 12.5 rebounds and 2 blocks, and his shooting percentage was a career high of 56.3%. In the playoffs, Davis has shortcomings, but the data of averaging 22.6 points, 14.1 rebounds and 3.1 blocks per game is still scary enough, especially his defensive performance.

Buha, a reporter with The Athletic Lakers team, also believes that James’ career is running out, whether the fans are willing to accept it or not, and the Lakers need to make plans early. Whether James retires or leaves the Lakers for other teams in the future, Davis will be the facade of the Lakers’ new era, and he will also be the key for the Lakers to attract other superstars to join.

Aside from the Lakers’ backing in Los Angeles, there is room for salary in the future. Davis’s top defensive ability and offensive ability without the ball make him compatible with any outside star. In the era of Jamey, Davis also proved that he was willing to accept the role of the second master.

The only thing that can affect Davis’ prospects is injuries, but the hidden dangers of injuries have to be looked at separately. It is true that Davis’ attendance is not high, but since the 2016-17 season, Davis has played 400 games. In the same period, Joel Embiid only played 394 games, Curry only played 387 games, Owen only played 362 games and Durant only played 345 games. When Davis’ team entered the playoffs, except for the 2021 playoffs, Davis’ attendance and performance were almost impeccable, and he was absolutely reliable in big scenes.

In addition, regarding Davis’ injury, both Pelinka and Ricky Paul believe that Davis’ injury frequency is more due to his bad luck, and they both believe that Davis’ luck will turn.

Earlier, Paul said: "Davis’s experience in the past two years is very strange. Other players hit his knee and injured him. He stepped on his opponent’s foot when he landed, and he pulled his hamstring or groin before. Any athlete engaged in sports may encounter these injuries, but the outside world described it as if Davis was injured as soon as he played."

Pelinka didn’t expect Davis to avoid injury only by transshipment. He was also trying to help Davis reduce the risk of injury. He signed center Hayes and compared Hayes with Dwight Howard and McKee in the championship season. Pelinka is still planning to sign another center to further lighten Davis’ burden. In the new season, Davis will probably still play as the starting center, but according to the opponent’s counterpoint, the Lakers will be flexible, instead of locking Davis in the fifth position 99% of the time like last season.

The Lakers’ early renewal of Davis is also releasing two signals.

In the Bath family era, the Lakers were a team famous for being kind to the heroes. From Jerry West, Abdul-Jabbar, Magic Johnson, Kobe Bryant, James and Davis, the Lakers gave enough respect and treatment to the heroes. "Human touch" is the label of the Lakers, and it is also their strategy to recruit superstars to join.

In recent years, the operation of the Lakers has always been inseparable from Paul, a super agent. James is undoubtedly Paul’s most heavyweight customer. Even if James retires in the future, the Lakers will not give up Paul’s line. After all, Paul still holds stars such as Garland and Zach Lavin. Davis renewed his contract in advance, and Vanderbilt (whose agent is also Paul) is likely to renew his contract in advance. In the next few years, the line between the Lakers and Paul will not be broken.

Overall, this is an offseason that can satisfy the Lakers. What should be left is left, and what should be renewed in advance is also signed, and most of the contracts are signed at reasonable prices. The Lakers have both the present and the future, and the remaining problems caused by operational mistakes in 2021 will be basically solved.

In the new season, the Lakers can rely on their depth to help James and Davis reduce their burdens and strive for a better regular season ranking. As for whether the Lakers can compete for the championship in the new season and in the future, it depends on whether Davis can improve attendance, get back the feel of jump shot and really carry the banner.