On October 20, the trendy and cool cosmetics brand ColorKey (hereinafter referred to as "Colachi") under "Meishang Co., Ltd." officially announced that it has invited the popular idol star "Meng Meiqi" to serve as the brand's new spokesperson. Kelaqi will join hands with Meng Mei

On October 20, the cool cosmetics brand ColorKey (hereinafter referred to as "Colachi"), a subsidiary of "Meishang Co., Ltd." officially announced that it has invited the popular idol star "Meng Meiqi" to serve as the brand's new spokesperson. Kelaqi will join hands with Meng Meiqi to interpret the brand proposition of "Dare to be different and dare to be different" and jointly interpret the contemporary fashion spirit of "C-position dominance".

In October 2020, the popular idol star Meng Meiqi served as the new spokesperson of the trendy and cool cosmetics brand Colorkey Kelaqi under "Meishang Co., Ltd."

Colaqi teamed up with Meng Meiqi to create C-position makeup

Colachi was created by "Meishang Co., Ltd." is a trendy and cool beauty brand that advocates the independent spirit of contemporary women and adheres to the values ​​of fashion, sweetness and individuality. In the past two years, it has joined hands with popular idol stars such as Liu Boxin, Bi Wenjun, and Wang Ziyi to become brand spokespersons. At the same time, it frequently crosses borders with international classic IPs to create all-round content marketing. Since this year, it has become the first Chinese beauty brand to cooperate with Disney’s “Mulan” IP, and has collaborated with fashion brand Tokidoki to create a new “sweet and cool” trend. A series of joint collaborations such as this further demonstrate the brand spirit of Kelaqi’s courage to explore and innovate. The latest co-branded series of Colachi x "Doraemon" includes a full range of makeup products including lipstick, lip glaze, eyebrow pencil, etc. It will be available for pre-sale at 0:00 on October 21, allowing everyone to have it. Friends of Doraemon's Treasure Bag can realize "C-level dreams, come true immediately".

The new IP co-branded Colachi x "Doraemon" series, which was pre-sold on October 21, 2020, demonstrates the brand's consistent spirit of innovation and exploration

And this time, the "C-position" popular idols Meng Meiqi and Colachi The encounter is like the collision of sweet personality and cool appearance, blooming with infinite vitality. At the same time, the two parties' mutual recognition of the "Dare to be different" brand proposition will help further spark creative sparks. In the future, Kelachi will work with Meng Meiqi to launch a series of limited products on the market.

Meishang Co., Ltd. leads the third generation of domestic cosmetics

If we say that the first generation of domestic cosmetics brands brought about the first popularization of education with the entry of European and American culture, and the second generation of domestic cosmetics brands made rapid progress with the help of offline channel dividends, now, it has arrived At a time when the third generation of domestic cosmetics brands are breaking ground and emerging.

Although the epidemic this year has had a huge impact on retail consumption, the beauty market as a whole is still experiencing explosive growth despite the difficult environment. According to statistics from Taobao, the overall growth rate of the entire cosmetics industry in June this year was 50.2%, and GMV increased by 34.7%, of which the color cosmetics category grew by 46.8%. The reason comes from - under the epidemic, offline transactions have invariably shifted to online, which has boosted overall growth. Taking 618 this year as an example, brand merchants have completed preparations as early as May 24, and have made efforts online through various marketing methods such as spokespersons and live broadcasts, and finally achieved growth against the trend.

The astonishing growth of cosmetics comes from the two-wheel drive of consumer population and per capita consumption of cosmetics. As the age group of Chinese consumers changes, their consumption of beauty products continues to upgrade, and new demands starting from young consumers are growing rapidly. Beauty consumption has become one of the recognized trends in the capital market as early as 2015.

Cici Li

Founder of Meishang Co., Ltd. Under this opportunity, in January 2018, Ms. Cici Li, who has more than 20 years of industry experience, founded "Meishang Co., Ltd.". She has served as a senior executive in many domestic and foreign cosmetics groups. , and has rich experience in the entire beauty industry chain. When the company was founded, it received investment from angel investment funds led by the industry's top "Sequoia Capital". At present, "Meishang Co., Ltd." owns the trendy and cool cosmetics brand Colorkey, the professional cosmetics brand Superface, and the scientific research and repair brand Lab101 RuiPei.

Although the beauty market is growing rapidly, it also means that competition is extremely fierce. According to e-commerce statistics, this year’s Tmall 618 event has boosted sales of the entire cosmetics category, with a turnover of 6.39 billion yuan, an increase of 36% year-on-year.

Therefore, it was able to quickly open up the market, relying not only on the excellent product strength of the Colachi brand, but also on the clear strategic layout set by founder Cici Li from the beginning.

“In the cosmetics industry, lip products and facial products are equally divided. However, lip products have always been dominated by international brands. We find that the solid lipstick trend driven by some international brands has shown signs of fatigue, and the color is richer and the skin feels better. Lip glazes that are more delicate and have increasingly mature craftsmanship have not yet become popular, and have become an outlet that needs to be explored,” Cici Li explained.

Therefore, using years of research on raw material technology with leading foreign supply chains, we have overcome the technical difficulties of dry lips in traditional lip glazes. The new liquid lip glaze developed is smooth on the lips and highly pigmented, and does not burden the lips at the same time. This new product called "Air Lip Glaze" exceeded 17,000 sales on the day it was launched. It has been sold on Tmall in three months. The lip glaze category ranks first, becoming "the most popular lip glaze brand among top anchors". As of the end of September 2020, the product has exceeded 10.6 million units, truly confirming its status as China's number one lip glaze. In the first half of this year, with a series of popular new products such as mirror gloss lip glaze, matte lip glaze, golden chopsticks eyebrow pencil, makeup setting spray, etc., Colaqui ranked among Tmall's top 3 domestic beauty cosmetics groups, becoming the first Tmall A phenomenal new cosmetics brand with sales exceeding 200 million within one year of its launch, it has also become the core cosmetics brand in the hearts of Generation Z.

From ingredients, technology to price, the Colachi brand emphasizes differentiation, product strength, and cost-effectiveness. This is due to founder Cici Li's team's keen insight into the beauty market and clear business layout, which has led to the rapid development of the Colaqui brand and has become one of the representatives of the third generation of domestic beauty brands.

Who stands at the C position in the cosmetics consumer market

The post-95s generation grew up in the Internet era and has become the mainstream in today's market. Especially in the field of makeup, it has significantly different characteristics compared with the previous generation.

First of all, consumers born after 1995 from different regions are not as different as in the past. They have been exposed to the latest information and fashion trends from all over the world since they were young, and are more willing to accept emerging things, which reduces the traditional user education cost.

Due to the influence of the one-child policy, they tend to pay more attention to their inner feelings when they have been alone since childhood. This generation is generally born in affluent conditions and is not sensitive to price. The appearance of product packaging and attractive functional attributes are enough to stimulate their desire to buy.

"Air Lip Glaze" has sold a total of 10.6 million units, and the top anchor sold 10 million yuan in a single live broadcast.

At the same time, unlike the previous generation, it has not experienced the impact of globalized foreign pop culture. The post-95s generation does not look up to international cosmetics brands and generally holds a rational attitude towards cosmetics consumption. There is no need for external symbols to represent one's own identity and status, and the concept of "value for money" is highly advocated. In the new media era of flat information, consumers born after 1995 are full of curiosity about new things and have the courage to try them. These qualities of

coincide with the attitude of the Colaqui brand of "continuously exploring the unknown and unlocking new selves". At the same time, popular idol Meng Meiqi has always been pursuing her passion with enthusiasm since her debut in the C-position of the girl group, and her every move has always brought great positive energy to countless people. Her sweetness, vitality, and the spiritual attitude of the post-95s generation who dare to be different are exactly the resonance of the times evoked by the close collaboration between the Colachi brand and Meng Meiqi.

The "beautiful" business that started with a lipstick

Just like Keynes, he always used the "invisible hand" to describe it whenever he explained the laws of market economy. The "beauty" career of Cici Li, the founder of "Meishang Co., Ltd." also started from a mysterious fate - the first lipstick in her life. During her college career, one day, a foreign beauty brand promoting training suddenly came to campus. The smiling trainer handed her a lipstick and taught her step by step how to use it. In that era of black, white and gray, people's concept of beauty only stayed at the stage of a bottle of facial cream and a facial cleanser. And this bright and hot lipstick is like a brand new key, opening the door to a colorful new world. Since then, Cici Li’s yearning for “beautiful career” has also been enlightened. As soon as

entered the industry, it caught up with the booming development of China's beauty industry.As China's economy takes off, Chinese women's ignorant desire for beauty has also transformed into a huge torrent of consumption. Fortunately, Cici Li became her right-hand man with the first and second generation entrepreneurs of representative beauty brands respectively, and experienced the development process of China's beauty industry. But during the process, she discovered that there were many problems in the Chinese beauty market: “International beauty brands are often developed specifically for the skin types of European and American users, especially the beauty aesthetics and colors they like are not suitable for Chinese people; only when they go to third-tier and lower cities, they will I found that the market with the largest real user base does not have good products to satisfy them, and is often filled with three-no products.”

Cici Li, who has experienced the development of China’s beauty industry, is now leading a team to provide high-quality, cost-effective products. Cosmetics brands to serve more Chinese female consumers

These insights gathered into thinking, which inspired Cici Li to lead the team to stand up and establish Meishang Shares. In response to the needs of women in China's mainstream market, "Meishang Co., Ltd." uses a multi-brand matrix strategic layout to focus on market segments and meet the beauty needs of consumers of different ages and incomes.

In April this year, "Meishang Shares" once again completed nearly 200 million yuan in Series A financing. Investors include Red Star Macalline, Innovation Works, Weiguang Venture Capital, and Yikai Capital. "Meishang Co., Ltd." will continue to be committed to continuously strengthening and consolidating multi-brand construction and achieving sustainable development.

In the second half of this year, a 2,000-square-meter live broadcast room will be completed. Meishang employees will become anchors and conduct 24-hour live broadcasts directly to consumers, further leading the industry's innovative omni-channel new retail initiatives. In the future, while "Meishang Co., Ltd." will continue to develop its efforts in the online market, it will also actively deploy emerging channels, focusing on China's huge third-tier and lower-tier markets, and serve more Chinese female consumers with high-quality, cost-effective cosmetics brands. , is Cici Li’s unwavering vision.

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