Our reporter Li Chunlian Shi Lu
As a big stage for international giants to "show" their new products for the first time in the world, the CIIE reflects the new trend of consumption in the international beauty industry to a certain extent. All brands in the beauty industry are exploring the future development direction.
On November 8, a reporter from "Securities Daily" saw a long queue in front of the booths of foreign beauty giants such as Shiseido, Kose, and L'Oreal in the consumer goods exhibition area of the CIIE. Many people came to participate in the event to receive product samples.
Judging from the new products of the beauty giant's first show in Asia or the world's first show, the trend of customization is obvious.
Huang Yongmin, President of Amorepacific China, told a reporter from Securities Daily: "Chinese consumers are increasingly pursuing personalized and customized products and services, especially the younger generation of Z. Therefore, Amorepacific will also increase the number of consumers in the future. Development of personalized and customized products and services.”
Behind the continuous update of products by major beauty giants in the Chinese market is their optimism about the Chinese beauty market.
Many beauty giants interviewed by reporters from Securities Daily said that the CIIE has obvious spillover effects, which will stimulate the innovation of enterprises.
"First release" new products promote consumption upgrade
The reporter noticed that at the CIIE, "Generation Z" was quite interested in high-tech "first-launch" new products, whether it was L'Oreal's brainwave fragrance selection or Shiseido's customized skin care, the experience area was always crowded with people. absolutely.
Huang Yongmin said in an interview with the "Securities Daily" reporter that on the one hand, the high-end market segment is growing rapidly, and the products are mainly functional products, focusing on efficacy and technology.
On the other hand, brands that are close to the needs of the public are not only improving in quality and cost-effectiveness, but also emerging many popular products that lead the fashion trend.
With the continuous innovation of beauty companies, the personalized beauty consumption experience has been continuously upgraded, and it is also further promoting consumption upgrades.
Judging from previous CIIEs, the "first-launch" new products launched by many companies have become popular in the market and are sought after by consumers. This is also an important reason why companies value the platform of the CIIE.
From the data point of view, more than 280 Fortune 500 and industry leading companies participated in this year's CIIE business exhibition, with a "return rate" of nearly 90%.
Weng Yanling, head of the beauty category of Unilever China, told the "Securities Daily" reporter: "Judging from the new products launched by companies at the China International Import Expo, the new trend of global beauty industry consumption shows category segmentation, population segmentation, Age segmentation and other characteristics. In addition, skin care products are becoming more and more transparent in terms of ingredients and formulations, and product safety has become one of the main factors consumers consider when purchasing.”
It is not difficult to find that beauty giants are gaining recognition from Chinese consumers through continuous product innovation.
"China's rapidly innovative market environment is full of challenges, but challenges and opportunities coexist, and such an environment breeds a broader beauty market." L'Oreal North Asia President and China CEO Fei Borui told the "Securities Daily" reporter In the interview, he said that from this perspective, competition drives higher-quality product innovation, which is a good thing for consumers and the market, and the Chinese beauty market still has great potential.
Fei Bo Rui believes that with the continuous growth of the Chinese market, L'Oreal has grown into the largest cosmetics group in China, and China has also become L'Oreal's second largest market and core strategic market in the world.
At the same time, L’Oréal continues to increase the scale and intensity of investment, lead the practice of technological innovation, continuously satisfy Chinese consumers’ diversified pursuit of “beauty”, and promote consumption upgrades.
Beauty giants have increased their investment in China
At the China International Import Expo, in addition to the big "show" of black technology and new products, the beauty giants expressed their continued optimism on the Chinese market.
"China is one of Amorepacific's important overseas markets. Since 1992, well-known brands such as Sulwhasoo and Laneige have been introduced successively. We firmly believe that with the help of the platform of the Expo, we can help more consumers understand the individuality brought by Amorepacific. Customized and customized products and services. We see a broader prospect in the Chinese market, and we are currently in active communication and preparations, hoping to bring our customized products and services to the Chinese market under the right opportunity.”
As one of the first international beauty groups to enter the Chinese market, Shiseido has always actively participated in the construction of local "beauty power".
Therefore, this year Shiseido also set up an independent booth "ZiChuang Pavilion" to showcase the latest achievements of Shiseido's deep involvement in local innovation and investment.
Chen Zhijie, manager of Shiseido China's corporate communications department, told the "Securities Daily" reporter that with the help of the CIIE platform, he can conduct in-depth exchanges with many international partners, and he is more and more confident in the development of China's beauty market.
Next, Shiseido will continue to strengthen its brand matrix while improving its own research and development capabilities, further enhancing the ability of existing brands to innovate and bring new and better products and services to Chinese consumers.
As the spillover effect of the Expo continues to increase, beauty giants have higher expectations for the Chinese market.
Yang Mingzhao, director of KOSé PR of Kose Cosmetics Sales (China) Co., Ltd., told a reporter from Securities Daily: "We have brought the latest technology and ideas to the venue at this CIIE, so that Chinese consumers can learn more about KOSÉ's products, technologies and products. Expectations for the future. Kose has always attached great importance to the Chinese cosmetics market. For us, the Chinese market is the most important market in the world, and we are very optimistic about its future.”
As a thriving global multi-brand beauty platform, Yixian e-commerce continues to introduce high-quality products and leading innovative technologies from overseas skin care brands into China.
"The group is full of hope and expectations for the Chinese beauty market." Sun Yixiang, director of public relations of Yixian e-commerce, said in an interview with a reporter from "Securities Daily" that the group regards skin care as the second growth curve. The reason for the series of high-end skin care brands.
Yixian E-commerce will continue to deepen research and development, build a "moat" of product research and development technology, bring consumers a better and innovative technology beauty experience, and open up more space for the industry.
The general manager of Allergan Aesthetics China also told the "Securities Daily" reporter: "Chinese consumers have a very strong demand for new beauty technologies and new products. Allergan Aesthetics has always attached great importance to the Chinese market and the needs of Chinese consumers, so In the future new product planning, the company can basically guarantee that one or two global cutting-edge innovative products will be introduced into the Chinese market every year. In addition to the functional skin care products and skin care equipment that are being prepared, we will continue to focus on facial aesthetics and body shaping. Deep cultivation and expansion in two major fields.” (Securities Daily)