标签归档 西安桑拿网

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.

I grew up in a place called Brough, just outside Hull, where I have many good memories.

Although I don’t remember exactly how old I was when I first played football, I do remember that I started playing football with my best friend, in the park or at his house.

His father’s name was Conleth Campbell, who was the coach of a newly established men’s football team. He must have seen my good points because he asked me if I could come down and train with them.

This team is called Elloughton Blackburn Swifts. Although it is a child under 7 years old, I was about 5 or 6 years old when I went there. Conleth was very kind to me. He made me fall in love with football, even though I was a girl and played for a boy’s team. He always plays football with me. Just tell me to have fun there.

I went to their first training and I enjoyed it very much. This is all I want to do-just play football with the children, but when you reach a certain age, you can’t play football with the children anymore, which is a bit difficult for me.

This is all I know. I just don’t want to leave my boys’ team and join the women’s football team, because there is no real team in the local area. An unprecedented situation, so I don’t know what it will be like.

But I remember my father, who always supported me, saying, just try training once and see if I like it. If I don’t like it, it doesn’t matter. We will find other ways.

I still hesitated, and then he said, if I go, I can get a new football training suit. I thought,’ Oh, my own training suit? Okay, okay, then I’ll go!

He actually persuaded me through this, because I used to like to wear my team uniform at that time.

He persuaded me, which is a good thing, because I went and had the first training with them, and I liked it very much.

When I was about 10 or 11 years old, I decided to join a women’s team, which is the youth training center of Hull College. I stayed there for about two years, and then transferred to the North Yorkshire Youth Training Center. At that time, different women’s football systems were being improved, and that center later became York RTC.

At that time, I began to learn more about the position of the game and more tactics. We don’t have a fixed position, but that’s where I started to learn the position and the different requirements when you control the ball and don’t control it.

I remember they paid great attention to teaching these things before letting us play in the game, but I just want to play football, and then I will ask why I want to learn these things. Looking back now, I’m glad I learned that knowledge, because you really needed it when you grew up.

I first heard that Manchester City was interested in me when I was 14 years old. At that time, I was still playing football with my friends and had a good time, so I didn’t believe it at first.

I enjoyed my football very much. I was in the English youth team and just focused on what I was doing. But a year or so later, just before I turned 16, they wanted me to take the next step and make more progress. Everything is arranged, let me go there to play for Manchester City’s youth team. I could have stayed at RTC for another year, but when I knew I was going to join the development alliance, I knew I had to do it. This is a very competitive league and a big leap, but it is really the best decision. In the first half of the season, I will go to Manchester for training after school, either by train or with my father.

When that season ended, they wanted me to train with the first team at the beginning of next season, so I had to leave my hometown and come to Manchester at that time. I have to go to college and live in a host family so that I can train with them all day. I will train in the morning, go to school in the afternoon, or study during training.

This is something that someone told me when I was still in the youth training (joining Manchester City). I knew it might happen, but when it happened, I was very excited and couldn’t wait to start working. Leaving home at such a young age is a big event, which is crazy in retrospect, because it is a big event and you have to bear independent responsibilities.

I still chat with the boys when I started playing football, and my best friend’s father. We still chat from time to time, and I always receive information from the coaches when I was growing up.

That’s good. Keep in touch with them and let them know my recent situation. In any case, I will not change my initial intention and expectation for the future.

Written by：Jess Park

Reprinted from englandfootball.com

Link：Jess Park’s grassroots story | England Football

Translation: Lxxxx_8