China News Finance, January 5 (Zuo Yuqing) "This is the most violent attack Lin Qingxuan has received since his founding." "Red Camellia", the spearhead was directed at the famous French luxury brand Chanel.
Why does a small camellia cause such a big chemical reaction between the two major brands?
Digging? Impact the product track?
At the beginning of the new year, Chanel carried out a series of publicity campaigns for the upcoming red "Czar" camellia series of skin care products. With the popular blessing of Wang Yibo, Liu Wen, Zhang Junning and other stars, the number of pre-heated Weibo interactions exceeded one million.
This also made Lin Qingxuan's founder Sun Laichun "unable to sit still": "This is a crucial battle."
On January 3, Chanel's publicity Weibo released over one million interactions.
Sun Laichun pointed out that in the past 2021, many Lin Qingxuan frontline employees were poached by Chanel.
"We believe that Chanel's move to the Red Camellia skin care track this time is not an accident, but a premeditated plan."
In Sun Laichun’s view, as a domestic brand, Lin Qingxuan has been deeply plowing Chinese red camellia skin care products and has cooperated to develop more than 10,000 acres of camellia planting bases: "Red camellia is mainly distributed in the mountains above 800 meters in Zhejiang and Jiangxi, China. And 90% of the red camellia species originated from China, and the other 10% came from Southeast Asia, Japan and South Korea. Europe and the Americas do not have this variety, so Chanel did not introduce the genetic conditions for the red camellia skin care products."
This time, Chanel switched from "white camellia" to "red camellia", which made Sun Laichun "angry" but also a sense of crisis: "For the Asian market, the two top skin care product groups in Japan and South Korea will not easily Follow the trend. First, they all have the main brand gene, and second, they lack the advantage of raw materials. Therefore, we are not very wary of international competitors."
Recently, Sun Laichun, the founder of Lin Qingxuan, sent Changbo to respond to Chanel's new products.
"The other party's capital investment, brand voice, resources, etc. all have the upper hand." Sun Laichun said, "This is the fiercest attack Lin Qingxuan has received since his founding. This defense war is about Lin Qingxuan's life and death."
Hype? Or is it a real crisis?
Chanel's entry into the red camellia skin care product, will it really bring such a big crisis to Lin Qingxuan?
Many netizens also questioned that this is just a "hype."
"The addition of Chanel will not have much impact on Lin Qingxuan." Zhou Yuanzhu, director of Shanghai Corporate Culture and Brand Research Institute, believes that Chanel is not the main cosmetics. Although Chanel has entered the high-end cosmetics track in recent years, its influence is still not as good as that of Lancome and Lancome. International big names in the fields of L'Oreal and Estee Lauder.
Red camellia.
The picture comes from Lin Qingxuan's Tmall flagship store.
Zhou Yuanzhu believes that choosing red camellia may only be Chanel's "differentiation strategy."
Lin Qingxuan has matured on the Red Camellia skin care product track, has formed a fixed customer base, and has done a lot of research and development. "The comparative advantage is still very strong."
However, Lin Qingxuan’s founder’s "anger" is indeed excusable: "In addition to the digging of people, for Lin Qingxuan, who has spent a lot of effort on this track, Chanel’s entry may involve some issues, such as patents. Technology."
Chinanews.com noticed that the Tianyan Check App showed that Lin Qingxuan currently has a number of patented technologies related to the extraction and preparation of camellia.
And on January 4, Lin Qingxuan newly disclosed a new patented technology on "a bionic, skin barrier repairing composition containing camellia extract and its application".
On January 4th, Lin Qingxuan newly disclosed a new patented technology on "a bionic, camellia extract-containing skin barrier repair composition and application".
Screenshot from Tianyan Check.
Zhou Yuanzhu pointed out that although Chanel's own brand halo made Lin Qingxuan feel threatened.
"But in fact, in recent years, with the rise of the national tide, the market cakes of international skin care brands are being cut by local skin care brands. Lin Qingxuan himself will also usher in an explosive period of development in 2021. Compared with overseas brands, domestic brands are more proficient in live broadcasting. Bring goods and other local innovative online marketing methods, and have greater advantages in the development of herbal cosmetics."
"This incident will not only allow more people to know'Lin Qingxuan', which will help the brand become bigger and stronger; but with the voice of the leading companies in this field, it will also exert certain pressure and influence on Chanel." Zhou Yuanzhu said.
As of press time, Chanel has not yet responded to this matter.
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