About the beauty of business.
With the popularity of medical beauty, consumers are becoming more and more accepting of beauty instruments. According to Mintel’s 2017 report, up to 59% of Chinese women urban consumers aged 20-49 said they have used at least one home beauty device. From the perspective of price structure, the international beauty instrument brand is more than a thousand yuan, the mid-range price segment of about 500 yuan is relatively blue ocean, and many domestic brands are cut from this price segment, such as Notime, cassava, golden rice, DOCO and so on.
First simple science and beauty instrument, the beauty instrument on the market can be roughly divided into three kinds of radio frequency, micro current and color light according to the working principle. The radio frequency beauty instrument directly penetrates the skin by using RF radio waves, so that the bottom layer of the skin The temperature rises instantaneously to stimulate collagen regeneration (this technique is widely used in the medical field of wrinkle removal, mites removal, etc.); the micro-current beauty instrument stimulates muscle contraction movement through micro-current, allowing it to restore elasticity while stimulating the dermis layer and promoting The cells produce more ATP and accelerate the production of collagen. The color light beauty instrument uses the principle of light wave dynamics to activate deep cells, promote cell metabolism and synthesis to improve the surface skin condition, and different color wavelengths of light on skin cells. The effect is different.
Either beauty device has a common problem: It’s hard to stick to. Whether it is a handheld or a large row of lights, you need to stop other things, specifically for skin care. Many consumers of beauty instruments are female white-collar workers with high work pressure and anti-aging needs. Many people are in a high-intensity, fast-paced working environment, and they spend dozens of minutes every day to do the skin care process. “Too South,” so after thousands of beauty instruments bought home, often a result: eating gray in the corner.
We recently learned about the beauty instrument brand “Xiaoguangxian” hopes to solve this problem. Founder Cindy is a skin care person and a user of beauty equipment for many years. On an exhausting overtime day, Cincy was created. This kind of thought, “Can you put a beauty instrument on your face?” This is also the bud of Xiaoguangxian.
In 2018, the company was founded. The first problem to be solved is to avoid hands-free.
The team started with the idea of “liberating hands” and designed a patch-type eye-patterning instrument that only has a coin size and weighs only 4g. It can be attached to a 1mm thick skin-friendly gel. Use anywhere in the face, no need to hold hands, no need to close your eyes.While skin care, you can do a lot of things: play mobile phones, eat, play games, and watch movies. The actual use of the user is even more varied: the business trip is posted on the plane for a while, while working overtime, when posting, when posting, sticking to the brow, wrinkling, neckline, decree and so on.
In principle, the team chose the color beauty class, and the co-founder Yang Tong told us that the radio frequency beauty instrument is complicated to operate, and the operation should not be risk of collapse, which is more suitable for professionals to operate; A slight sense of acupuncture, in contrast, light wave power is safer and more extensive. Xiaoguangxian’s first generation of products is red light (red light has the function of promoting collagen production, the main purpose is anti-aging), each has 28 red light beads, retail price of 369 yuan / set, with a charging box.
The price of beauty products is not cheap, from 100 yuan to thousands of dollars, so the consumer’s decision cycle is relatively longer, and the purchase is mostly a single consumer behavior, buy one can use a lot year. The price of Xiaoguangxian in the beauty instrument category is a mid-range price, but it also faces the problem of repurchase.
In this regard, the veneer skin-friendly gel becomes the catcher of secondary consumption. The beauty instrument needs to be attached to the face through the gel. It is necessary to avoid allergies, skin sticking and other problems. The team refers to the baby’s antipyretic material. The main components of the gel are hydrogel and natural silica gel, which can be safe and natural. No irritation. The price is 89 yuan / box, plus the E-Commerce Festival activities to reach the user price of 69-79 yuan, including 30 stickers.
For brands, gels can solve repurchase issues while keeping brands and users engaged. On the other hand, the easily consumed gel will also become the psychological burden of the user. For this, Yang Tong said that the gel is a common product for the secondary consumption of the beauty instrument, and the radio frequency product also needs to purchase the gel, and according to the actual test. After 5 days of product purchase (5-10 pairs of gels in the product package), the information of the gel is recommended to be purchased. The proportion of the results of the statistical repurchase is 36%. In addition, the team is setting up a special eye-catching production line, and the price of the eye-sticker after the completion has a chance to be further reduced.
The last problem to be solved is professionalism.
As mentioned above, the beauty instrument’s consumption decision-making time is long and requires professional endorsement, so how to build a brand image is very important. The price of Xiaoguangxian belongs to the mid-range price of 300-700 yuan, but in terms of obtaining customers, it still needs to consider the issue of brand professionalism. Ya Meng, a beauty instrument brand with a market share of 40% reported in Japan, has gradually established its professional establishment through professional channels such as beauty salons and medical beauty.
In this regard, the founder Cindy Xiaoyu is also a KOL in the skin care field. He has more than ten years of experience in medical beauty. The individual has been operating for two years and has had 10,000 fans through his own content and natural traffic. Xiaoguangxian has been on the line of Xiaomi Youpin since the beginning of this year, and has sold more than 50,000 units. It has achieved breakeven, and plans to make recommendations through some skin care KOL and domestic beauty bloggers in Japan. And planting grass and bring goods, but also consider establishing cooperation with large medical institutions.
At the end of the year, Xiaoguangxian’s second-generation products will also be launched on Tmall’s flagship store. The second-generation products have red and blue light waves. Blu-ray can play an anti-inflammatory and bactericidal effect, suitable for acne muscles.
Team, the core founders are from Internet companies such as Xiaomi and headlines. Technically, the company and Yudu Bio strategic cooperation, the head of the brand and channel worked in Jingdong. The company is seeking financing.