| Source of Xiao Hu
| That little thing on the Internet (ID: alibuy)
is the rise of domestic products?
In recent years, a slogan that everyone likes to shout most is "the rise of domestic products". And domestic brands always say that they are the light of domestic products when marketing.
Has that domestic product really risen?
at least not in the skin care market.
Pre-sale data released by Tmall Data on Double 11 this year shows that from October 21st to October 31st, the top 10 skin care pre-sales are Estee Lauder, L'Oreal, Lancome, Hou, Shiseido, SK-II, Sulwhasoo, The Mystery of Hailan, Keyan, OLAY.
Yes, there is no domestic product on the list.
In the pre-sale list of beauty products on Taobao live broadcast, there are 12 single products live broadcast over 100 million on Taobao, including Whoo Weather Dan Gift Box, Yameng ACE Radio Frequency Apparatus, Tripollar Beauty Apparatus, Shiseido Red Waist Essence, Guerlain Gold Recovery Honey, Sulwhasoo water lotion set, SK-II fairy water small bulb red bottle set, L'Oreal ampoule mask, Sisley all-round milk, OLAY light-sensitive white bottle, sea blue mystery repair essence and Shiseido Yuewei water lotion.
are all foreign brands without exception. The domestic brands have lost their names again. Everyone says they support domestic products, but they are still very honest.
Of course, there are still domestic brands coming back and forth, but in the cosmetics industry. In the TOP10 list of beauty pre-sales on the Tmall platform, Perfect Diary and Huaxizi occupy the first and third positions respectively.
It can be seen that during Double 11, although girls will spend a hundred dollars to buy Huaxizi and Perfect Diary's lipstick and eye shadow, when it comes to skin care needs such as moisturizing, whitening, and anti-aging, the first thing that comes to mind is Estee Lauder and L'Oreal , Shiseido, these European, American and Japanese brands. What is the reason behind
?
It is obvious that in the field of skin care products, especially high-end skin care products, consumers have a higher degree of trust in international brands. The effects of top products such as SK-II Immortal Water, Shiseido Red Waist Essence, and Aquamarine Mystery Essence have all been passed down so amazing that they have become the best choice for many consumers.
and this reflects the pattern of China's skincare market:
foreign brands are fully dominating the high-end market.
The top brands on the Chinese market are all well-known overseas brands, represented by Hailan Mystery and Guerlain. High-end brands are mainly Japanese brands, such as Shiseido and Sulwhasoo.
, anyway, does not have the name of domestic products-data shows that domestic skin care brands account for less than 5% of sales in the high-end consumer market. Why is
domestic products "lost" in this field?
is congenital inadequacy, acquired weakness
compares the development of foreign brands and domestic brands in China's skin care market, it can only be said that foreign brands occupy the right time and place.
First of all, in terms of time, foreign brands have an advantage.
Many foreign brands have entered China as early as the 1980s and have a history of almost 40 years. Such a long time is enough for them to build a high-end brand image and leave a deep impression on consumers. As a comparison, many domestic brands were established around 2000, such as Dabao, which was established in 1999; Natural Hall, which was established in 2001.
Before that, most of the earliest national brands such as Little Nurse and Meganet ended in mergers and acquisitions, and there was no sound.
From the perspective of time, domestic skin care brands have not gone far enough, and naturally they have no first-mover advantage.
Secondly, from the perspective of R&D technology, domestic brands are also far behind foreign brands.
skin care products are no better than cosmetics, and the technical threshold is very high. International brands generally rely on sufficient group capital resources, have a number of patented technologies, and can spend tens of billions of yuan on research and development every year, and can even build their own factories for production.
For example, Shiseido spends 40 billion yen a year on scientific research. Its research and development expenditure accounts for 3% of its sales in 2020, and it has had a number of breakthrough research and development results before 2000.
as hyaluronic acid inMass production was successful in 1984, and in 1993, Shiseido launched the first cosmetics containing retinoids.
's strong R&D capabilities allow foreign brands to continue to develop products that lead their peers in line with consumer tastes to meet the needs of consumption upgrades.
Most domestic brands may find OEMs to produce products. Naturetang, Herborist, and Meso have sought help from production companies such as Intertec, Shanghai Chuangyuan, and Shanghai Mayuma.
Even if local brands spend money on research and development, the capital invested is only a fraction of international brands.
, like Shanghai Jahwa, which owns well-known brands such as Herborist, Liushen, and Maxam. The research and development expenses in 2019 are 173 million yuan, which is insignificant compared to Shiseido’s 40 billion.
lacks research and development capabilities, so domestic brands can only be left behind.
In addition, analyzing the development path of domestic skin care brands, you will find that they have two factors that hinder their high-end development:
First, most domestic cosmetics companies initially imitated the products of international brands, with cheap prices and average quality. , In itself gives a low-end impression.
Second, local brands are good at using distributors to sink channels and expand aggressively in second- and third-tier cities. The user group itself is not high-end, how can the brand be high-end?
Consumers’ eyes are discerning
. In fact, there is still a long way to go before domestic products can get out of the real rise. In terms of brand promotion,
does a lot of marketing. They often have a "bloodbath" on Xiaohongshu and Station B. They also promote themselves as the light of domestic products from time to time, and come with a wave of national style marketing short videos. Is
outside of marketing? How many domestic brands have worked hard in research and development? The low sales price and the common people's brand image can certainly usher in the enthusiasm of consumers, but it is also likely to enter the "low-end domestic products" quarrel.
Not long ago, Li Jiaqi sold domestic products in the live broadcast room. The price was 400 yuan. Some consumers complained: "Do you dare to sell domestic products so expensive?" Although Li Jiaqi said that "Chinese products are not worse than foreign ones", some people still feel that The domestic product is not a big brand and it is not worth the price.
It can be seen that the mentality of "domestic products equals low-end" still lies between consumers and domestic brands. In addition to marketing, domestic brands can only increase their R&D investment and marketing efforts, build a brand moat, and enhance brand image and popularity, in order to enhance their competitiveness and truly compete with foreign brands.
In fact, local brands are already doing this.
For example, Yuze has established a skin science laboratory with a hospital in recent years, dedicated to solving various skin problems caused by skin barrier damage from the root. For example, Huaxi Biology has been deeply involved in the field of hyaluronic acid industry chain for more than 20 years and has become a giant in the field of hyaluronic acid.
In any case, consumers' eyes are discerning. They value the hard power of the product more than the place of origin. Only when domestic brands put the focus of development on the improvement of strength can they be regarded as the "light of domestic products".
