“Courtesy is known as a courtesy”, for modern women, 'ceremony' largely includes the modification of appearance. With the advancement of women's social division of labor, women consumers not only want to maintain a good image in front of their partner, but also We need to demonstrate our charisma to the “friendship circle” in terms of social roles. Under this consumption trend, the number of Chinese beauty instrument products has increased explosively. It is reported that in 2017 alone, domestic retail sales of beauty instrument products exceeded 4.5 billion yuan, year-on-year. Increased by 887%.
The beauty tide created by the 'Cang Shishi' era
Jie Xun, head of integrated marketing at Bijie (Guangdong) Clean Technology Co., Ltd., pointed out that 'beauty skin care has become a 'lifetime career' for women consumers. Observing the female friends around us, we can easily discover that its beauty, The proportion of expenses such as skin care and fitness has already exceeded the basic cost of living in the proportion of its total income. If you do not eat, you should also buy beauty products. This is not a joke.
According to the National Development and Reform Commission's "2017 China Residents Consumption Development Report" data, the Engel coefficient of China's residents in 2017 is 29.39%, China's first entry into the UN's 20% to 30% rich range. This is an important one. Signal, because the Engel coefficient, which is the proportion of food consumption expenditure in total expenditure on consumption, has always been regarded as an intuitive and concise measure of the wealth of a family or country. 70% of spending is in addition to eating and drinking, meaning that Chinese have more wealth to travel. , health care, education, culture, health and other 'quality life' investment, of course, for female consumers, which must include the improvement of their own image cognition.
Driven by profits, domestic and foreign brands have entered the beauty instrument industry, and products with a variety of labels have 'a certain power' have also come from a few tens of dollars to several thousand dollars, and this situation has broadened consumers. The choice of space also increases everyone's buying confusion.
Is 'placebo' still effective?
'Nanometer', 'Sonic', 'Collagen', 'Activate cell activity', Various kinds of 'technical content' propaganda labels, More like a 'Marketing Spell', Consumers are plausible and temptation.
Is the beauty instrument product a placebo or is it effective?
In this regard, Xin Li, the person in charge of the Meijian project, explained that “Whether it is a few hundred yuan or a thousand yuan, there are certain effects, but the reliability of different brands will vary. At the same time, Different people's skin conditions have different effects.'
She uses ion radio frequency as an example. 'Radio frequency technology does have medical arguments. The initial penetration of drugs into the skin was through electroosmosis. When the technology is moved into household products, the power will be reduced, and the effect will be reduced accordingly. But through continuous use, one or two months later, you can see the effect.
For different pricing ranges for similar products, Li Wei believes that the “reasonable cost range” concept does not apply to beauty products. 'On the one hand there are brand premiums and sales strategies, like Evian's mineral water; In terms of component material selection, appearance process design and technical reliability, the brand product's initial investment is even greater.
Shen Xun frankly stated that 'because the beauty instrument products have more layers of cosmetic beauty attributes, they pay more attention to the marketing trend and also focus on brand building. The big brand beauty instruments are like the Lancome, CPB, etc. , The physical cost does not determine its retail pricing. According to him, in August 2017, Ali had switched the beauty instrument category from the original Tmall Electric City to the 'Beauty Channel', 'We know, the beauty product's Focus on branding and marketing. '
Beauty and disfigurement
Li Wei reminds consumers that when purchasing beauty products, they must look for regular brands and formal channels.
'The reason why this is because the contact with the body, and long-term contact with the product, its technology must be demonstrated, otherwise the beauty may become disfigured. ' Li Wei prompted, 'We sometimes compare the beauty instrument to the injection needle, the brand can It is very rigorous, and the imitation goods such as the cottage lack the necessary arguments, and the quality is uncontrollable. Without the clinically proven technology, we are afraid to apply it to the products.
For the beauty instrument industry, there is still no uniform standard in China. 'For the beauty instrument hardware, there are universal standards in China, such as 3C certification. But for specific technologies and functions, it is lacking. This is why we emphasize the enterprise itself. The reason for rigorous argumentation must be made. Taking the laser as an example, the home laser standard review meeting was held in Xi'an just a few days ago, and the strong energy output technology for photons, light waves, radio frequency and other effects on the skin will be formulated in the future. Corresponding standards. 'The variety of products, the cross-application of technology and the uncertainty of the skin and other factors make the standard of the beauty equipment products effective and difficult to produce.
Li Wei disclosed that “Xinbao Zuo Meijian Electric is currently going according to the standards of the medical system. At the same time, we have also reached cooperation with some domestic research institutes to demonstrate the reliability of the products, while doing a good job of research and development of quality control. . '
Shen Xun also expressed his expectation for a unified and effective standard. 'If there is no standard, the market can easily create a situation in which bad money drives out good money. Take Ya-Man, our agent, as an example, now on the market. It is full of fakes and knockoffs. Japan Ya-Man is Japan's first listed beauty electronics company. In the early days of exploring the Chinese market, it used the name "Yamman" for transliteration, but now Yaman has been badly registered. We can only reword 'Yameng'. In addition, we have also received feedback from consumers. We have poor shopping service to provide consumers with inferior products and cause skin burns. This has done great harm to consumers and our brand.
Domestic Beauty Brand Awakening
With the fermentation of the domestic beauty instrument market, under the pattern of traditional foreign brands leading the market, domestic brand forces are gradually awakening. Companies including Xinbao, Jindao, and Feico have all opened the market for beauty instruments.
'Sinbo will introduce American brand Gelivan to carry out the expansion of Meijian Electric including beauty equipment. Our goal is to achieve 30% of overall revenue in three years,' said Li Wei, 'and I hope that the future of Meijian Electric's business Can recreate a new treasure. ' It is reported that in the future Gelivan will position itself as a mid-to-high end product, 'The benchmark we aim at is Philips.'
For the domestic enterprises to force beauty instrument market, Shen Xun, mainly engaged in foreign brand marketing agents, expressed his opinion: 'I think the technical problem is not difficult. Take the Chinese manufacturing force I have seen as an example, the company I used to produce About 70% of the world's microwave ovens can be OEMs for Miller, Bosch, GE, etc., and can also be branded for many domestic brands. From the production point of view, there is no problem. However, the key to distinguishing between different brand levels is new technology. Applications, the selection of components and materials, the humanistic thinking of process design, and the refinement of the production process. A good product always costs more in cost and energy.'
'The domestic companies are trying to force the beauty instrument market. The barriers to technology should not be difficult. After all, some patented technologies and materials are substitutable. The key is whether or not everyone is willing to stop and discern the details of the technology, and the details of the process. , Humanistic considerations. Many of us like Japanese products. In fact, we like their 'go heart'. '
'What Chinese companies lack is time, we may be in the era of 1.0 and 2.0, and foreign brands have come to focus on the 4.0 era of experience. As long as we give our domestic brands time, catching up is not a problem.'
'The economy is good and the brand's power is opposite. Maybe in the near future, Chinese women can realize the idea of at least one beauty device per person! ' Shen Xun Road.