There are many ingredients, we still need to pay attention to the effect.
In the past two or three years, the “Party Party” has risen in the domestic skin care industry. First, on the other hand, players on the chain, such as brands, KOLs, and factories, are keen to capture the wind and speed up their layouts. Brands such as “HFP” with sales exceeding 1 billion have appeared. At the same time, such a trend will inevitably give people the feeling that “every new brand must be a party.” Many people are thinking, how long will the wind of ingredient skin care?
“It is difficult to predict the market trends. We used to be optimistic to predict that the trend of constituent parties would continue for another two or three years. It was found that by the second half of this year (2019), Weakness has already appeared. “Wen Ximing, general manager of Huaxi Bio-MESO (BM) brand, said,” We should return to the effect, because the ingredients are not equal to effective. When consumers return to the confusion again, there may be new opportunities. Click. “
Recently contacted Bio-MESO (hereinafter referred to as BM) is a skin care brand of Huaxi Bio. Huaxi Bio is a hyaluronic acid raw material supplier occupying an important global market share. It entered the science and technology board last November. In addition to raw material products, pharmaceuticals, health food and other business categories, Huaxi Bio has designed eight functional skin care brands for different groups of people, including Runbaiyan, Mibeier, BM, etc.
BM takes 18-35-year-old women in the first and second-tier cities as the main consumer group. They have a good education background, believe in their subjective judgment, and pursue rational skin care. Not on the surface, not following the trend, not blindly obeying, is the value system that BM hopes to build with consumers.
In the skin care industry, many people are trying to tell the story of ingredient skin care. With the increase of brands, consumers may be confused: if nicotinamide is effective, which is also the product that is mainly based on nicotinamide, what is the difference and which one is better? In this context, the advantages of BM mainly include the following two aspects:
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R & D capability, patented technology
Backed by Huaxi Bio’s R & D team and years of experience in the field of medical and aesthetic skin care, the team believes that BM has a deeper understanding of the skin problems of Chinese women. Brands want to provide consumers with a solution that can enter the skin, rather than a single ingredient.
Wen Ximing, general manager of the brand, used astaxanthin as an example. One of the effects of astaxanthin is anti-oxidation. But to solve the problem of antioxidant or skin repair, it is necessary to provide consumers with a complete formula based on the cause and pathology. In addition to astaxanthin, many other ingredients need to be combined for better results.
R & D based on core hyaluronic acid technologyA transdermal patented technology is introduced to make the ingredients better absorbed by the skin. In terms of raw materials, new high-quality ingredients can also be obtained faster and added to the formula first.
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As a brand of Huaxi Bio, BM has the ability to integrate the upstream supply chain.
From the research and development of raw materials and formulations, the production supply chain, to the sales link, all are self-operated. From the team’s perspective, if you want to run long distances, this will be the core competitiveness of BM.
Next, how to pass brand value to consumers and gain trust is the test and focus of BM.
BM’s main product category is muscle fluid. The team wants to use this kind of hook products to occupy consumers’ minds. Regarding the choice of hook products, brand general manager Wen Ximing explained: “Muscle base fluid is a scientific composition of ingredients, which can represent our brand philosophy, and endorsement of Huaxi Biological as a major raw material manufacturer; at the same time, our patents are transparent Skin technology can help the product’s transdermal absorption rate. We hope that consumers can think of muscle base fluid and think of BM’s products with the highest quality. “
In addition to the muscle base fluid, the brand has also launched other peripheral products, such as “Essence water without adding an extra drop of water”, hoping to surprise consumers with a seemingly contradictory advertising slogan and trigger purchase desire.
Considering the fragmentation of traffic, the team has been expanding sales channels. Currently, online channels include Tmall, JD.com, Vipshop, Jumei Youpin, etc. In addition to online, the team will choose to lay offline channels. In the words of brand general manager Wen Ximing, “Locating in new offline retail stores will bring more brand benefits to us. The experience and display-based ones, I think may be better, we have now entered the” one ” Offline store, will do some display. “
In terms of marketing promotion, platforms that can produce long articles and longer reading times for users, such as Xiaohongshu and public accounts, are the main positions of BM. The brand set up its own content team last year, doing celebrity screening and assessment, brief planning, and co-creating content with celebrities, and forming interactions; the live broadcast form is also one of the directions being tried. The team believes that the live broadcast will have a “face-to-face communication” with consumers “.
The brand was established in 2018, and currently has about 15 SKUs. The GMV in 2019 is close to 100 million yuan. During the Double Eleven period, the repurchase amount accounted for40%.
Relaxing, or growing, is a problem that skin care brands have always faced. More and more domestic brands have joined the competition, and international giants have also stepped up their domestic marketing layout.
In this regard, brand general manager Wen Ximing shared his views: “Imported skin care brands began to show their bottom cards. Estee Lauder and L’Oreal started to buy one get one for sales during the big promotion. Next year ( In 2020), this strategy will be more and more, and the substitution effect and growth space of domestic brands will be weakened. In such a competitive environment, how to improve the efficiency of delivery is the key. I personally feel that next year (2020) may be domestic products A training period, or a period of big waves and sands. After next year, if you are still a standing brand, you may really be a brand. “
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