China-Singapore Jingwei, July 4th (Lin Wansi) In the video, a woman with exquisite makeup first washes her face with facial cleansing device , and then turns on the ultrasonic skin scraper to remove all dirt from the skin. Then, squeeze out some essence, apply it with the facial iontophoresis device and anti-wrinkle beauty device, guide the skin care essence to the bottom of the skin, then apply lip balm , open the plumping lip balm, and lift and massage the lip skin .
When all the steps were completed, the woman finally went to bed with a glow in her face and was satisfied. The consumer on the other side of the screen was left alone, looking at the home beauty device she had purchased with a huge sum of money sitting in the idle drawer, and confusedly asking questions in the search bar. "Are home beauty devices a tax on IQ?"
With the popularity of the beauty economy, the market for home beauty devices has become active again. According to the "Baidu However, a survey by Sino-Singapore Jingwei found that many manufacturers in the beauty instrument market currently conduct "OEM sales", with product prices as low as more than ten yuan, and some manufacturers shout "OEM qualifications are not required, just pay."
OEM products are as low as more than ten yuan, and the retail price is 10 times the purchase price.
In the eyes of some young people, home beauty devices are a relatively expensive investment, but a cost-effective investment for long-term ownership. 25-year-old Mengmeng (pseudonym) bought a domestic beauty device priced at about 1,000 yuan at the beginning of this year. “I will try a domestically produced one first, and if I can adapt to the experience, I will place an order for a big-name beauty device after my consumption level improves.”
This year 30-year-old Yunyun (pseudonym) told Sino-Singapore Jingwei that she planned to place an order for a Japanese Essence Introduction Device worth 18,000 yuan, which would be interest-free for 6 periods. However, she still had to repay 3,000 yuan a month. She was about to catch up with her mortgage payment, but later she still had to pay back her mortgage. I chose a domestic beauty device that was half the price.
According to data from the Qianzhan Industry Research Institute, the high-end market for beauty devices is mainly dominated by foreign brands from Japan, Europe and the United States. The market price ranges from a thousand yuan to tens of thousands of yuan, and is concentrated between 5,000 yuan and 7,000 yuan. Overseas brands such as , Yameng, , Zeus, and Panasonic occupy 80% of the Chinese beauty device market. However, due to the short development time of domestic brands, they mainly imitate foreign brands in terms of product functions and designs, making it difficult to demonstrate their brand influence. Most of them focus on high cost performance.
What is worthy of attention is that there is also a certain chaos in the home beauty device market. Some manufacturers can produce low-priced beauty devices through OEM and OEM without any qualifications.
Sino-Singapore Jingwei’s investigation found that many merchants claimed to provide wholesale of beauty instruments and “OEM processing” services, with prices ranging from more than ten yuan to several hundred yuan.
Zhongxin Jingwei contacted the staff of Shenzhen Zhuoli Technology Co., Ltd., a beauty instrument manufacturer, as a beauty salon staff. When asked whether OEM customers need to show specific qualifications, the other party said that they only need company qualifications and trademark certificates. They are responsible for the warranty of after-sales quality issues. "If you have your own brand, you can put your brand on it. If you don't have it, you can use neutral products (products without logos) or use our brand."
After consultation, the above manufacturers wholesale The radio frequency skin beauty instrument is more expensive than the introduction instrument, and the market retail price is also higher. The above-mentioned manufacturer stated that it ordered 5,000 pieces of hot and cold radio frequency skin beautification devices. The price of each piece is 188 yuan, and the sample price is 260 yuan. It is understood that the hot and cold radio frequency skin beauty device’s promoted functions include tightening the skin, reducing wrinkles, deeply cleaning dirt and cosmetic residues under the skin, calming the skin, antibacterial and anti-inflammatory, etc.
However, the above-mentioned manufacturer also revealed that the current market retail price of the radio frequency instrument is more than 2,000 yuan, which is more than 10 times the OEM price.
Chat record between Sino-Singapore Jingwei and Zhuoli Technology
Another instrument from Zhuoli Technology is mainly used for essence introduction or cleaning. It integrates heating + high-frequency micro-vibration + ion functions, and the price is lower than that of a radio frequency skin beauty instrument. , the OEM price is 56 yuan, and the market control price is 100 yuan.
"The market retail price is determined by the customer, but we have market price control. The dealer's market terminal price cannot be lower than the market control price. This is for the benefit of the dealer. If the market price is bad, no one will make money."The other party also revealed that if the price is higher, you can set up coupons, such as receiving coupons of one or two hundred yuan to attract customers, as long as the price is not lower than the manufacturer's controlled price.
Another beauty instrument manufacturer in Shenzhen Duoneng Technology Co., Ltd. also told Sino-Singapore Jingwei that OEM requires a letter of authorization for the brand and a letter of entrustment for production and processing. According to reports, the beauty instrument product sold by this manufacturer, the photorejuvenation beauty mask, claims to use LED phototherapy light at the cinema level. Based on the power principle, it has 807 high-precision photodynamic beauty lamp beads, which can improve acne marks , whiten and brighten the skin, and fade wrinkles, etc.
However, the retail price of this product is also nearly 10% of the OEM price. times. According to reports, 5,000 pieces of beauty masks are priced at 400 yuan per piece. The manufacturer said that the price of this product is controlled in China, and it has been sold to major e-commerce companies online such as Tmall and Jingdong at the normal retail price. It is not less than 3999 yuan. The current price on Tmall and JD is 2199 yuan, and the live broadcast price cannot be less than 1999 yuan.
Another manufacturer told Sino-Singapore Jingwei that the OEM price of some imported instruments is as low as more than 10 yuan, and they are already sold out on the market. , manufacturers no longer control prices. In addition, OEM "does not require (any qualifications), just pay."
Zhongxin Jingwei Client learned that according to the State Food and Drug Administration regulations, starting from April 1, 2024. Starting from now, radio frequency treatment equipment and radio frequency skin treatment equipment products shall not be produced, imported and sold without obtaining medical device registration certificate in accordance with the law.
Are household beauty instruments subject to IQ tax?
Why can OEM products be so expensive? Industry insiders revealed that the key lies in marketing.
In 2021, #Li Jiaqi company was fined 300,000 yuan for false propaganda. According to the relevant penalty decision, the anchor used "full face activation collagen , The effect of lifting and tightening, lifting and lightening wrinkles is very obvious... After using it for a month, it is equivalent to taking a shot of Thermage . The effect is really scary and miraculous." The product has been evaluated to a certain extent.
Earlier in 2020, the Shenzhen Consumer Committee evaluated 10 beauty device products with good sales on the market, including NuFACE, Namisi, and Compass. , Jindao and Refa, SKG, Panasonic, MKE, Notime and Yameng.
The results showed that 6 of the ten products had the risk of sensitization, and 2 had the risk of low-temperature burns and burns to the dermal layer of the skin. In addition, from the perspective of makeup removal effect alone, testers believe that the makeup removal effect of beauty devices is not as good as that of human hands.
Is there an IQ tax on a home beauty device that costs thousands? Ding Hui, chief physician of the Department of Dermatology and Cosmetology of the First Affiliated Hospital of Guangzhou University of Chinese Medicine, once publicly stated on Zhihu that the introduction of various beauty instruments is useful, but its effect is limited. It is a kind of passive absorption by the skin. First, It is difficult to maintain, and secondly, it is easy to form dependence. Most of the essence introduced acts on the surface of the skin. If the surface of the skin is placed on the table, it will be similar to our keyboard. Fat-soluble small molecules enter the intercellular lipids. To exert its effect, without the action of external force, the essence mainly acts on the 1-5 layers of cells above. Going down, the basement membrane band at the junction of the dermis and epidermis blocks it, making it difficult to penetrate further.
"Instead of destroying and repairing later, it is better to protect it from the beginning, use sunscreen, and avoid eating foods that are high in sugar, oil, and fried at high temperatures." Ding Hui said.
Capital is accelerating its entry into the industry
Despite the constant controversy, the beauty device track has still attracted capital to enter the industry.
Tianyancha data shows that there are currently more than 2,700 beauty device-related companies in China. Based on industrial and commercial registration, China has added 14 new relevant companies since 2022, 50 companies have been established in the past year, and the monthly registration growth rate in the past year has remained above 9%.
On this basis, capital has also entered the game one after another. Tianyancha shows that since this year, domestic beauty device brands such as PINYAN, Mesmooth, Hua Fanxi, and Zhongmeike Biotech have received financing from IDG Capital, Tencent Investment, Celtic Ventures, Nut Capital, Kexi Capital, and Capital Well-known institutions such as China Construction Investment Corporation are entering the market, with investment and financing amounts reaching hundreds of millions of yuan.
According to incomplete statistics from Sino-Singapore Jingwei, currently, Xiaomi has invested in at least three beauty device brands, and Tencent has also invested in the beauty device brand Amiro. Huawei has also entered the beauty device market. Last year, it launched two beauty devices, including the popular radio frequency beauty device.
At the same time, there are also listed companies that use home beauty devices to extend their business from the B end to the C end. In March this year, Furui Medical Technology, a supplier of medical beauty equipment, announced the release of the first product of the personal care brand LMNT, LMNT one. This product is a home beauty device based on light wave energy. It helps consumers achieve skin rejuvenation at home through multiple dimensions such as instant skin brightening and promoting collagen regeneration.
Ping An Securities released a research report in April 2022, which showed that Winona, a brand of cosmetics manufacturer Bettany, also plans to develop home beauty devices and other tracks in the future.
Small home appliance company Bear Electric has also entered the market of home beauty devices. In 2021, some investors asked about the company's competitive advantages in beauty devices and other products on the investor interactive platform. Xiaoxiong Electric responded that personal care products are still in the early stages of development and are looking for room for differentiation.
In February 2021, hyaluronic acid head company Haohai Biotech incorporated Ouhuameike's radio frequency and laser medical beauty equipment and household instruments, innovative dermal fillers and other products into the group's medical beauty territory. The EndyMed Pro, Pure professional radio frequency beauty instrument, and Newa home beauty instrument series products of EndyMed, a subsidiary of Ouhuameike, have been put on sale in the domestic market.
It is worth noting that Haohai Biotech stated that its flagship products such as radio frequency beauty equipment and home beauty instruments are mainly produced in the outsourcing OEM model, which increases the proportion of materials in the cost structure.
(For more report clues, please contact Lin Wansi, the author of this article: [email protected]) (China-Singapore Jingwei APP)
(The views in this article are for reference only and do not constitute investment advice. Investments are risky, so be cautious when entering the market. )
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