"Cultivation of internal strength"
The rise of domestic beauty products has been a topic that has been discussed a lot in the industry in recent years.
's interpretation of this phenomenon mainly has two directions. Firstly, the cultural confidence brought about by the rise of great powers has in turn prompted a wave of domestic products in the beauty market; secondly, domestic beauty brands are good at marketing tactics and familiar with various channels, so they frequently "out of the circle".
These statements are not wrong, but they are not entirely correct. Domestic brands use research and development to strengthen their competitiveness, which seems to have been ignored.
Breakthrough in the high-end beauty market
China's cosmetics industry has been riding high for more than 40 years, and the rise of domestic beauty products has become inevitable.
In fact, domestic beauty products have been recognized by local consumers to a certain extent. According to the "Domestic Beauty Insight Report" released by Tencent, "Chinese cosmetics brands already account for 56% of the market share, and from the perspective of consumer purchase intention, 42% of consumers are more willing to choose domestic beauty brands, 90% Consumers said they will buy domestic beauty products again in the future. "
It is also worth noting that this year's 618 has ended. According to the lists released by major data platforms, although the international beauty brands are still leading the way, year-on-year 2021 Looking at the brand landscape in 2017, a number of leading domestic beauty products have shown unprecedented resilience. Not only have their brand positions become more solid, but their overall rankings have also risen significantly. Behind the changes in
, we have to admit that, on the one hand, it depends on the market opportunities that emerge from Trillion Beauty Cosmetics in China. On the other hand, after more than 20 years of polishing the foundation layer, domestic beauty products have advanced from ensuring product safety to focusing on product efficacy. At the same time, changes in the consumption philosophy of the new generation of consumers have also broadened the imagination of domestic beauty products. This not only gives domestic beauty products the confidence to participate in global market competition with a level-headed attitude, but also allows brands to gain long-term vitality and voice.
"A century-old brand, an omni-channel brand, and an internationally competitive mid-to-high-end domestic beauty and skin care brand." On June 22, the McGill Optics Valley R&D Center and Yichang factory welcomed dozens of domestic mainstream media to visit. Guo Miao, founder and chairman of the Maigil brand, expressed her feelings about the brand on the same day. Maximum expectations. As a brand established for 8 years, Mageely has once again demonstrated to the outside world the brand spirit of excellence and continuous breakthroughs from the production end to the research and development end.
▍Guo Miao, founder and chairman of the Maijili brand
00 years are not easy, but Maijili has never been afraid of overcoming difficulties. For example, the brand uses high-end positioning to break through the high-end beauty market. As we all know, in the past, it was difficult to find domestic brands in the high-end beauty and anti-aging fields. However, as domestic brands represented by Maijili continue to make inroads and break through, more and more domestic beauty products are beginning to cross the boundaries of high-end beauty and anti-aging. Decline track gap. Perhaps this is also a contributing factor why big international brands started giving away formal wear during 618 this year. is taking one step at a time. It is precisely because of the continuous sprint of a group of domestic brands like Maggie's that pay more and more attention to quality that domestic beauty products have fully narrowed the competitive distance with international brands.
The self-developed ingredient Maifu has been recognized by the authority
Although domestic beauty products continue to grow, some commentators will always repeatedly emphasize that "domestic beauty products focus on marketing and neglect R&D." In fact, beauty is an industry with full market competition, and no brand does not pay attention to marketing. It can even be said that almost all brands have fought their way out through huge advertising investments, and this is not the case for Chinese and foreign brands.
There is nothing wrong with beauty brands attaching importance to marketing. Similarly, we cannot arbitrarily conclude that domestic beauty brands do not attach importance to research and development. On the contrary, domestic beauty products have long understood that hard-core scientific research capabilities are indispensable for brand longevity. The relevant person in charge of the Maijili brand once publicly stated, "If you want to gain recognition and attention among domestic beauty brands, the research and development of exclusive ingredients is one of the core competitiveness."
Moreover, the same goes for those Changsheng brands. It is inseparable from the support of exclusive ingredients.For example, Bose has made great contributions to the development of many famous products of L'Oreal Group ; another example is SK-II "Fairy Water", which has become a popular object through Pitera... Because of this, Mageely has made great contributions since its establishment. From the beginning, we realized that brands must have exclusive ingredients to consolidate competitive differentiation.
Adhering to this scientific research concept, Maijili successfully developed an exclusive anti-aging ingredient - "Mai Fu Yin". It is understood that the strain of "wheat yeast" is a natural moisturizing factor extracted through microbial fermentation. After layers of screening, one species was finally selected from 1,000 kinds of yeast , and it was matched with the most special rice in Japan, Akita Komachi. Precisely fermented together with rice, α-KG is the main anti-aging component contained in wheat skin factor. For users, it can directly help cell energy circulation and increase the cellular energy factor ATP.
It is worth mentioning that the relevant research and efficacy empirical results of "Mai Fu Yin" have also been included in internationally renowned forums and journals such as IFSCC and JCD; in April 2022, "Mai Fu Yin" was once again listed in the academic journal "Journal of Cosmetic Dermatology magazine cover. It can be seen that, under the cover of beauty marketing, it is brands like Maijili that use scientific research methods to make domestic beauty products continue to shine brightly.
Unlimited research and development is not empty talk
Similarly, the purpose of scientific research is to create good products. With the exclusive ingredient "Mai Fu Yin", Mageely innovatively launched Mageely Essence Balance Water to change consumers' stereotype of " lotion ". Because for some consumers, "lotion" is dispensable, and its effect is not obvious.
However, the emergence of Maguire Essence Balancing Water makes the lotion category unique. According to the brand, the purity of the "wheat skin factor" in Magillion Essence Balance Water is as high as 94.4%, ranking first in the ingredient list. It comes with more than 90 natural skin-nourishing ingredients, delivering moisture and nutrients to all layers of the skin. At the same time, it can also quickly balance the water, oil and ecological environment of the skin, keeping the skin in a stable, healthy, moist and delicate state.
It is not difficult to see that strengthening product technological capabilities with the exclusive ingredient "Mai Fu Yin" is the focus of Maijili's continuous product innovation, and it is also the competitive advantage of deepening a certain category. Facts have proven that giving products scientific research power to respond to consumers’ needs for efficacy will naturally receive a positive response from the market. It is understood that in the eight years since its launch, Magillion Essence Balanced Water has become the brand’s best-selling champion water, and has been personally recommended by more than a hundred head and waist KOLs and celebrities.
Three feet of ice did not come in a day, and neither does a good product. In order to create products that surprise consumers, Maijili insists and firmly believes that well-developed products are the foundation of the brand. Therefore, Guo Miao has said to the industry more than once, "As long as safe and effective products can be produced, there is no upper limit on McGeely's R&D budget." This is not just empty talk.
Comprehensively build a brand moat
Public information shows that as early as 2019, McGeely invested heavily in establishing the McGeely Asia-Pacific R&D Center in Wuhan. In order to ensure product quality, Maijili has established a strong professional R&D team at all costs.
It is understood that the McGeely R&D Center has nearly a hundred scientific researchers from all over the world. Among them, there are not only professionals studying dermatology, biological science and behavioral science, but also scientists from internationally renowned beauty groups such as Shiseido, Procter & Gamble SK-II, and Beiersdorf. Their research scope covers microbial fermentation. , cell culture, active substance extraction, etc.
Moreover, Maijili has also actively established cooperation with many well-known dermatology experts, such as Professor Li Li of West China Hospital, Professor Liu Wei, honorary director of the Skin Care Science Professional Committee, Dr. Xie Jun of Dermatology Department of Zhongnan Hospital, Dr. Liang Hong from of People's Hospital of Wuhan University and others. Up to now, Mageely has obtained 180+ patented technologies. Its painstakingly researched and developed patented cutting-edge plant stem cell ingredients Tri-X Cell, REGU®-FLASH, Maifuxin, etc. have built strong competitive barriers for brand products.
It is also well known that many beauty brands currently choose factory OEM products, including many international beauty brands. Doing so can not only save corporate costs, but also enable rapid response to products that are hot in the market. However, McGeely made the decision to invest heavily in building its own factory in 2016.
Regarding this choice, Guo Miao believes that "if a brand wants long-term development and lasting combat effectiveness, it must have its own unique core competitiveness, such as R&D competitiveness, production competitiveness, product competitiveness, etc. OEM production There are many limiting factors, such as production capacity not being able to keep up with market demand, product quality being unable to be controlled and implemented, product homogeneity being serious, and the source of raw materials being difficult to trace, etc. These uncertain factors are likely to cause a crisis of trust.”
Therefore. , many people may be surprised when McGeely has achieved remarkable results after being established for 8 years. But looking back, the essence is still due to the brand's insistence on scientific research, which gives the brand the value of being able to continuously "break out of the circle". Similarly, compared with international brands that have been researching exclusive ingredients for decades, and companies or brands that have been popular for hundreds of years, the excitement of domestic beauty products like Mageely has just begun.
1999 yuan/year Become an individual member of Qingyan Intelligence and get the latest industry intelligence. Click here Green Eyes Intelligence Member
