started from 0, with a brand value of 30 billion and a industrial revenue of 60 billion in 5 years. Oriental Beauty Valley, born in Fengxian District, Shanghai, interprets the brand myth of the global beauty industry. While becoming the weather vane of the national beauty industry, Oriental Beauty Valley has also become the object of learning and even surpassing in 35 beauty industry clusters in 14 provinces across the country; at the same time, six beauty and cosmetic listed companies with a market value of 100 billion yuan, five trillion Internet platforms, four world's top 500 beauty giants, three 100 billion pharmaceutical companies are all sharpening their knives to lay out their beauty businesses; not only that, many national, Shanghai and relevant provinces and cities in the country have appeared and made appearances... In such a melee and fierce battle, how should Oriental Beauty Valley, as the leading industrial and urban highland, be based in Shanghai, influence the whole country, and move to the world in the future?
has built Oriental Beauty Valley into the source of the beautiful world and super IP
text/Jinkun Brand Marketing Expert Group
Starting from 0, in 5 years, 30 billion brand value and 60 billion industrial revenue, Oriental Beauty Valley, born in Fengxian District, Shanghai, interprets the brand myth of the global beauty industry. While becoming the weather vane of the national beauty industry, Oriental Beauty Valley has become the target of learning, imitation and even surpassing 15 "Beauty Valley" industrial clusters in 14 provinces across the country, including Guangzhou Baiyun Beauty Bay, China Beauty Town, Beijing Future Beauty City, Shenzhen Mawan Beauty Port, and 15 "Beauty Valley" industrial clusters in the country, including South Beauty Valley, Western Beauty Valley, North Beauty Valley, Central China Beauty Valley, and Shezhuang Beauty Valley.
At the same time, Yunnan Baiyao, Pianzihuang, Aimeike, Huaxi, Yixian, Beitaini and other six top listed companies with a market value of 100 billion intend to build a highland for the beauty industry. Sequoia, Hillhouse , Alibaba , Byte, JD and other five trillion Internet giants have also begun to build a beauty industry platform. L'Oreal, Procter & Gamble, Unilever, Estee Lauder and other four world 500 have also begun to lay out the beauty industry ecosystem. The three trillion companies such as Naais, Libai, and Yangtze River are expanding their beauty industry business...
not only that, While Oriental Beauty Valley has opened up four types of brands: industry, city, park and enterprise and became the super IP of Shanghai city brand, , , Shanghai Bay Area, G60 Science and Technology Innovation Corridor, Jiading Car City, Pujiang First Bay , etc., are all appearing. In Fengxian District, Future Space, Intelligent Networking, Yichuan Misty Rain, Digital River and Sea , etc., are also unveiling. At this moment, how should Oriental Beauty Valley, as the leading industrial and urban highland, be based in Shanghai, influence the whole country and move towards the world?
In the 1980s, the cosmetics industry began to take root and sprout in my country. Shantou became the earliest cosmetics industry highland in my country. It once occupied 37.5% of the country's beauty cosmetics brand, and its sales accounted for about half of the country's . But today, Shantou's cosmetics industry is difficult to regain its former glory.
At present, Oriental Beauty Valley is in a critical period of climbing. On the one hand, must keep in mind the rise and fall of Shantou's cosmetics industry experience, and on the other hand, it must compete with the cosmetics industry highlands and 15 "Beautiful Valley" industrial clusters in 35 cities in
With Jinkun’s years of brand guidance and industrial assistance, Oriental Beauty Valley has embarked on a development path of “industry, city, park and enterprise” and “four products integration”, and has held four consecutive Oriental Beauty Valley International Cosmetics Conferences to strengthen its brand influence both inside and outside the beauty industry and around the country and around the world.
Facing the coming second five years, Oriental Beauty Valley wants to maintain steady growth, consolidates its pillar position in Fengxian economic development, and carries the important task of Shanghai's beauty and health industry business card. It is necessary to optimize the top-level brand design, open up B-end industries and C-end consumption, and explore a new way to integrate the entire industrial chain and the whole city chain of production and consumption.
Based on this, Oriental Beauty Valley follows the " Three-in-one " to break the deadlock, namely branding, capitalization and internationalization.
Branding is based on the original "industry, city, park and enterprise" and "four products integration", has created a new image of the Oriental Beauty Valley brand that is differentiated in the industry, brand potential, and regional hierarchical, demonstrating the new brand potential of Oriental Beauty Valley.
Capitalization revolves around the 10 billion puzzle with brand as the core, the 100 billion blueprint with platform as the core, and the trillion grand ambition with ecological core as strategic guidance, attracts leading listed companies, incubates specialized and new companies, and builds an investment and financing platform, and creates an industrial ecosystem that integrates industry, consumption and capital.
Internationalization Through , we have created the "three ends" of the industrial supply chain end, brand cluster end and consumer window end, and the "three places" of the new product launch site, the first store experimental site and the technology transformation and trading site, to establish a shopping paradise of "buy globally and sell globally" and lead the new development of the global beauty industry.
Oriental Beauty Valley is at the crossroads of development. At the starting point of the second five years, looking back on the past, facing the present, looking at the future, accumulating strength to move to the world's cosmetics capital, and continuing to write a gorgeous chapter.
"Beautiful epic" for the transformation of traditional industries
1. Same city story
(1) Shantou: The forgotten legend
(1) Shantou: Chaoshan Business Gang, Shanxi Business Gang, and Hui Business Gang are all known as the three major business gangs in China. Among them, Chaoshan Business Gang is ranked first among the three major business gangs and has the reputation of "Oriental Jews". The Chaoshan Business Group is extremely talented in doing business, dares to do things and dares to take risks, dares to be the first, and is good at trading. There is a saying among the people: Where there is a tide in , there are Chaoshan people, and where there is money to make, there is Chaozhou merchants ! When the cosmetics industry began to take root in China, how could the Chaoshan Gang miss this once-in-a-lifetime opportunity to make money, indirectly making Shantou the birthplace of China's cosmetics industry.
Lafang, Peraya , Mingchen Health are the three earliest private cosmetics companies in the domestic A-share market, among which Lafang and Mingchen Health are both from Shantou. In the 1980s, Shantou cosmetics led the national cosmetics industry and gave birth to the first batch of domestic cosmetics brands , from the earliest Yaqian, Yajia , and Xuerou to the familiar "Lafang", " Tihuaxiu ", " Lanser ", " Leiqi ", "BOB", "Qiya" and so on.
Chaoshan Gang has become a force that cannot be ignored in China's cosmetics world. Lv Yixiong, founder of Hanshu , Lv Nanming, founder of Yalijie , Lv Hong Kong, founder of my fashion girlfriend, Lv Guiqian, chairman of Lafang Jiahua , Wu Guiqian, founder of Wen Biquan , Chen Tinggui, founder of Kazilan , Tang Xilong, founder of danzi group Zhang Chubiao , founder of famous ministers Chen Qinfa, founder of Wanbang International Zhou Zhaoyang, chairman of Xiandi Yang Zengsong, etc., in the cosmetics world, have called for the wind and rain, and have achieved Shantou's unrivaled position in the cosmetics world.
At the time of Shantou Cosmetics’s most glorious time, it accounted for 37.5% of the country’s beauty cosmetics brands, and sales accounted for about half of the country. "Made in Shantou" once became the label for Chinese cosmetics to go global . At the annual meeting of Guangdong Daily Chemical Chamber of Commerce, Chaoshan dialect is the common language; daily chemical products in Yiwu market were also developed by Chaoshan people . Among the cosmetics categories at that time, Wanbang, Leiqi, Qiwei, Shilulan, Qiaomeiren and others from Chaoshan accounted for more than 50% of the country's production capacity.
Unfortunately, over the past decade, Shantou's position in the cosmetics field has become increasingly weak, and it has basically withdrawn from the main stage of industry competition. On the one hand, Shantou is restricted by the lack of land resources and restricts the intensive development of the industry. On the other hand, Shantou's fraud is relatively serious, and the shadow of Chaoshan Gang's lack of integrity cannot be removed. affects Shantou's investment and investment. Even in the eyes of Chaoshan Gang, Shantou is not an ideal investment place. In the long run, Shantou's cosmetics industry has limited room for development. With the rapid rise of Oriental Beauty Valley, Baiyun Beauty Bay and Beauty Town, it is difficult for Shantou's cosmetics industry to reproduce its former glory.
(2) Guangzhou: Bay Area Prequel
In 1978, the Third Plenary Session of the Eleventh Central Committee was held, and Guangdong became the forefront of "reform and opening up".What is different from other places is that it is adjacent to Hong Kong and Macao, and there are many overseas Chinese. With its unique geographical location and policy dividends, Guangdong has attracted a large number of foreign-invested enterprises to influx, and Procter & Gamble is a representative of it.
In 1988, Procter & Gamble will be selected as Guangzhou in China. Procter & Gamble said that Guangzhou is adjacent to Hong Kong and Macao and is an important base for China's foreign trade. At that time, Guangzhou pioneered a series of foreign service policies in the country, which also created good conditions for attracting foreign-invested enterprises such as P&G. is driven by Procter & Gamble and trade with Hong Kong, which has greatly stimulated the demand for cosmetics OEM and trade in Guangzhou, causing Guangzhou cosmetics OEM and trade enterprises to spring up like mushrooms after a rain, gathering companies such as raw materials and packaging materials covering the upstream supply chain and downstream wholesale and trade in the cosmetics industry.
Entering the 1990s, Guangzhou ushered in the first peak of the great development of the cosmetics industry. After Procter & Gamble, Amway, the United States and ASME also entered Guangzhou one after another. During the same period, local beauty companies in Guangdong began to rise, forming Yaqian Group (1989), Wanbang Group (1992), Libai Group (1994), Guangdong Mingchen (1994), Piaoying Group (1996), Lafang Jiahua (1998), and Danzi Group (1998) to become the "Chaoshan Gang" in the beauty world.
Of course, we cannot ignore it. After more than ten years of reform and opening up, residents have gone through survival consumption and ushered in the transformation of consumption. Residents are entering the awakening period of cosmetic consumption. Shampoo, soap, and skin care cream have become residents' consumption needs, and the pursuit of beauty and fashion has become the new trend of consumption. At that time, cosmetics companies large and small, mainly Chaoshan Gang flocked to the market, causing uneven quality and counterfeit and inferior products to be rampant; while cosmetics in Europe and the United States won the trust of consumers with their mature product concepts, forming the concept of "imported things are better than domestic ones" by Chinese people.
After more than ten years of development, Baiyun District stood out and became the "heart" of Guangzhou's cosmetics industry . Only the cosmetics companies in Baiyun District account for 78% of Guangzhou, and the number of companies in the cosmetics industry accounts for one-third of the country. Sanyuanli is also the "heart" of cosmetics in Baiyun District. It has thousands of cosmetics shops distributed, forming seven major cosmetic markets including Xingfa Plaza , Yifa Plaza, Yifa International, Tai'an Plaza, Hongfa Plaza, Runfa Plaza, and Shunfa Plaza. Since 2007, the Baiyun District Government has held the Baiyun Cosmetics Festival to accelerate the construction of Baiyun Cosmetics' brand strategy.
However, unfortunately, after ten years of development of the cosmetics industry in Baiyun District, although has formed a consensus that "global cosmetics look at Guangzhou, Guangzhou cosmetics look at Baiyun", it has fallen into an embarrassing situation of "high popularity and low reputation". The phenomenon of counterfeiting in the cosmetics industry is difficult to ban, which has become a big scar. In order to fundamentally reverse the image of cosmetics in Baiyun District and completely eliminate the chronic diseases, in 2016, the first step was taken to launch the Asia-Pacific Meidu project, which opened up product design, R&D, display, experience, transaction and other links and became a new economic growth pole in the business district.
Years ago, another cosmetics concentrated area in Baiyun District, Junhe, due to the lack of outstanding industry form, there are few enterprises with large scale and few independent brands, high investment, high pollution, high energy consumption and low output value. Junhe draws on the successful experience of Zhejiang's characteristic towns to create a cosmetics characteristic town . In March of the same year, Junhe Street Office signed the "Strategic Cooperation Framework Agreement for Cosmetics Characteristic Town Project", which clarified that the planned area of the core area was 3.8 square kilometers and the construction area was 1.8 square kilometers. After two years of rectification and development of key areas, Baiyun District has gradually formed the future development of the cosmetics industry in Baiyun District. In 2018, the Baiyun District Government of learned from and learned from the models of Fengxian District and Oriental Meigu, introduced the top-level brand design and industrial and urban enterprise brand service provider Jinkun, the industrial and urban park enterprise brand service provider, established the Baiyun District Cosmetics Industry Development Leading Group, formulated and issued the "Baiyun District Cosmetics Industry Three-Year Action Plan (2018-2020)", and officially proposed to create an industrial brand "Guangzhou Baiyun Meiwan".
Since then, "Baiyun Meiwan" has entered the historical stage of China's cosmetics industry.
2. Town Fengyun
(1) The broken arm of the mining town is surviving
Daxi Town As the thousand-year-old Jiangnan Ancient Town , with its rich mineral resources, mining has long been the main source of local economic development and people's income. The peak of reached more than 90% of farmers started mining . The side effects of mining are obvious, leaving the green mountains of the Thousand-year-old ancient town full of devastated mountains and covered the sky with coal ash and dust. At the worst, the villagers didn't even dare to open the windows.
After 2000, Taixi Town began to realize that the ecological damage and soil erosion caused by extensive over-exploitation will cause unimaginable disasters to future generations. To this end, Taixi Town began to launch a difficult move to shut down mining units, put forward the idea of "seeking land from the mountains", and kicked off the establishment of the industrial park. The leadership team at that time issued a "military order": as long as you dig, fill it, and move it day by day, you will definitely let these low hills flow slowly.
coincided with 2003. Huzhou proposed to adopt a new model of comprehensive governance of old and abandoned mining environments according to local conditions. In 2005, against the backdrop of the ecological construction of "green water and green mountains are gold and silver mountains", Taixi Town launched a vigorous shutdown of all mines and units, and invested 120 million yuan to manage, restore the ecology, and revitalize a large amount of land. The Huzhou Municipal Government proposed at that time: " ecology is the most important feature of Huzhou, and all our work is turning around this axis." Huzhou Municipal Government's industrial philosophy: mine governance solves the current urgent problems, and industrial implantation solves the problems of future sustainable development.
So what industry is suitable for implantation in Taixi Town?
(2) One person, one enterprise, one town
Hou Juncheng , after the popularity of Yiwu cosmetics wholesale market, he established his own brand and established a production base, named Perroy, and took Hangzhou as the company's headquarters. In 2006, a friend accidentally invited Hou Juncheng to visit Taixi Town. At that time, Taixi Town had been completely renewed, achieving a forest coverage of 70%, and its water storage capacity was comparable to that of West Lake. Its water quality has always met the national first-class water standards, making it an ideal choice for cosmetics production. These advantages easily impress Hou Juncheng and decided to establish a production base in Taixi, which officially started construction in 7th in 2006 and officially started production in April 2009.
The entry of Perchoy provides a new direction for the industrial transformation of Taixi Town . Since 2009, after Perchoy entered production, it has achieved rapid growth of 20%-30% for six consecutive years, and has expanded the production area from the initial 155 mu to 300 mu. By 2015, Percholar had entered the top three cosmetics in China. Under the leadership of Percholar, Taixi introduced leading companies such as Mino Daily Chemical, and supporting companies such as Chucheng, Huatian, and Hesheng to form a relatively complete cosmetics industry chain .
On the evening of May 12, 2015, Hou Juncheng suddenly had an idea during a reception: he wanted to build a beauty town in the Industrial Park of Taixi Town, Huzhou City, Zhejiang Province. In the month before this, the Zhejiang Provincial Government issued the "Guiding Opinions on Accelerating the Standardized Construction of Characteristic Towns", which clearly stated that it would vigorously support the construction of various types of characteristic towns. Seeing the policy dividends of establishing characteristic towns, Hou Juncheng intends to create the characteristics of Taixi Town, making Taixi Town a Chinese beauty town.
Hou Juncheng, who did it just right away, after less than 3 months of communication with the local government, in August, the two sides officially launched the creation of the beauty town . About 2 months, on October 15, the Chinese beauty town held its first world press conference at the Louvre in Paris, France. Hou Juncheng promoted the beauty town as the general consultant.
Since then, the top-level brand design of China's beauty town has surfaced. According to the plan, China Beauty Town will focus on building a full industrial chain dominated by cosmetics production. In cosmetics production, skin care products, cosmetic products, perfume products and other supporting products will be developed and produced.In the exhibition and sales of products, will develop and leisure tourism, and plan to build the world's largest cosmetics theme museum, etc., and rely on attractions such as the spice botanical garden in the town to create a "one-day tour of China Beauty Town" and so on.
3. Haipai legend
(1) Who is the niuer who is Fengxian's economy
" Records of the Grand Historian·Confucian Family " records: " Confucius uses poetry, calligraphy, etiquette, music, and teaching. There are 72 disciples, and 72 people who are proficient in six arts." "Seventy-Two Sages" Confucius' thoughts and doctrines spread through lectures. The ninth of them is Yan Yan. In his later years, he was the ancient place of Fengxian. He was respected by the local people. Until 1726, when Fengxian established a county, he specially named it "Fengxian", which means "respecting the wise men".
For a long time, agriculture has always been the magnificent economy of the magnificent economy. Until 2000, after Fengxian abolished the county and established a district, it was planned to gradually reduce the proportion of agriculture in Fengxian's economy. It also originated from the time when Fengxian was accelerating the construction of a new city, and the industrial land in the park was decreasing, and the industrial land was sharply reduced from the original 18.49 square kilometers to 5.95 square kilometers. This requires changing the nature of too many agricultural land and matching land use to more efficient industries. Against this background, Fengxian District targeted the biotechnology industry.
was once one of the nine municipal development zones in Shanghai Shanghai Fengxian Modern Agricultural Park upgraded and transformed into Shanghai Fengxian Economic Development Zone Biotechnology Park . The park covers an area of 20 square kilometers and is divided into two major sections: production-oriented service industry functional zone and biopharmaceutical industry functional zone. The financial crisis in 2008 hit the deep processing enterprises, while the performance of biomedical enterprises was eye-catching. This further enhances Fengxian's confidence in the field of biomedicine.
In 2009, the Shanghai Municipal Government wrote the development of advanced manufacturing industry into the government work report, clarifying the direction of Shanghai's economic transformation, which provides fertile ground for Fengxian to develop the biotechnology industry and points out the direction. Therefore, the Fengxian District Government further clarified its direction and focused on the development of the biopharmaceutical industry, including the fine chemical industry. In order to cooperate with the development of the biopharmaceutical industry, the park eliminates or relocates industries that do not match the positioning of agricultural products, clothing and textiles, logistics and industrial enterprises.
In order to attract technology companies, the new biotechnology park has successively established biomedical technology transfer centers and academicians and expert workstations in the park, established industrial guidance funds, biopharmaceutical industry development companies, and established a variety of public service platforms such as biopharmaceutical professional funds and biopharmaceutical incubation platforms. The park has comprehensively solved the difficulties of talents, technology, funds, application and consultation for enterprises, and has attracted companies such as Shangsheng Institute, Laisse Blood, Gebaide, Mingyuan Shukang, and Jialan Group to settle down one after another. As the biotechnology park matures, it has reserved a large amount of R&D technology and talent resources for Fengxian District in the field of biomedical technology.
(2) The prequel of Oriental Beauty Valley
1992, Shanghai issued a policy to support multinational corporations in establishing headquarters economy, becoming the first in the country to carry out regional pilot work to attract multinational corporations .
Attracted by this favorable policy, a group of multinational companies in have gradually established headquarters in Shanghai, including European and American cosmetics giant . In 1997, L'Oreal opened the China General Office in Shanghai, and in , it established the R&D and Innovation Center in Shanghai in 2005, and in 2010, the second phase of the R&D and Innovation Center was established.
In July 2002, Estee Lauder established a wholly-owned subsidiary in Shanghai. In addition, international beauty, skin care and daily chemical groups such as Unilever, Johnson & Johnson in the United States, and AmorePacific in South Korea have set up headquarters in Shanghai.
is particularly noteworthy. In 2000, the United States Ruxin Group planned to build the first personal skin care product production base in mainland China in Fengxian. In 2014, the first overseas regional headquarters, Greater China Innovation Headquarters park was settled in Fengxian. In 2002, the Italian cosmetics OEM Group acquired the Spanish-owned Shanghai Masats Pencil Company, renamed Yingtefil Cosmetics, and settled in Fengxian.In 2004, South Korea's cosmetics OEM/ODM company Cosmetics established its China headquarters in Shanghai. First, it leased a factory in Shanghai, but later, due to business growth, it had to consider building its own factory. In 2008, Kosmesi established its first factory in China in Fengxian Industrial Comprehensive Development Zone.
Before this, for a long time, Guangzhou was the carrier of international cosmetics OEM needs, but due to the dispersed industry, low-end technology, and rampant counterfeiting, international cosmetics OEM giants began to move outward. At this time, Shanghai became the new choice for international cosmetics OEM giants in China. There are universities related to the cosmetics industry in Shanghai, including Shanghai Jiaotong University , Fudan University , East China University of Science and Technology , Shanghai University of Applied Technology , etc., providing talents for multinational cosmetics companies to do research and development. Fengxian’s biotechnology park operation model is becoming more and more mature, providing support for multinational cosmetics companies with the entire industrial chain.
In 2009, Fengxian Biotechnology Park transformed into fine chemicals, and Fengxian cosmetics industry ushered in its first small climax . In the past five years (to 2014), a relatively complete industrial cluster has been established, covering beauty and skin care products, perfume and daily chemical products, health products, biomedicine, etc., and has independent brand R&D companies such as Xin, Galan, Zhao Xiaodie , Yishang, Yingtefil, Chuangxin; packaging material companies such as Inoue Xinyi, Dekui Kubota, and Galipai; manufacturing companies such as Cosimete, Lei Sheng, Natural Hall , and Zhixin Bio.
Where should the next cosmetics industry in Fengxian District go? On November 19, 2014, Fengxian District specially held a seminar on the development of the cosmetics industry chain of "Beauty in Fengxian". At the conference, proposed for the first time the concept of "Oriental Beauty Valley" , indicating that Fengxian's cosmetics industry is opening a new chapter, which will also mean that China's cosmetics industry structure will be redefined.
Under the strong leadership of the Fengxian District Party Committee and the district government, and under the professional guidance of Jinkun, a brand service provider for industrial, urban and enterprise enterprises, Oriental Beauty Valley has gradually opened the curtain to build the largest beauty industry highland of 100 billion yuan in the country.
Summary: According to the torch,
From Shantou to Guangzhou, from Huzhou to Shanghai, batches of reformers have witnessed and worked hard to push the cosmetics industry from the supporting role in China's consumption map to the protagonist, laying the foundation for the long-term prosperity of China's cosmetics industry.
With the improvement of China's cosmetics industry chain construction, the maturity of cosmetic consumption concepts, and the comprehensive strength of cosmetics companies has been enhanced, China's cosmetics industry will also open a new chapter, and a more legendary and beautiful epic will surely be staged on the land of China!
The heroes competed for the most beautiful era of "competing for beauty"
According to incomplete statistics from Jinkun Beauty Expert Group, 14 provinces across the country have begun to fully deploy the beauty and health industry, achieving full coverage of from east, west, south, north and middle. However, the construction of beauty industry in most cities is still in the stage of "high thunder, little raindrops" .
Overall, the national beauty industry has formed two major camps and levels. first level, belonging to brand, trade, production, scientific research, and consumption attributes , such as Shanghai Fengxian , Guangzhou Baiyun, Huzhou Wuxing, Beijing Changping and Shenzhen Qianhai; second level, belonging to raw materials, bases, regions, enterprises, and track attributes , such as Xinjiang Yili, Hunan Hengyang, Fujian Pingtan, Hubei Huangshi, Chongqing Tongliang, etc.
is based on the old and new forces that combine the two polar attributes, focusing on analyzing the construction of cosmetics industry in Guangdong, Zhejiang, Beijing, Fujian, Hubei, Hunan, Chongqing and other places.
Guangdong Province occupies half of China's cosmetics industry. Data shows that Guangdong has more than 1.08 million domestic non-special-purpose cosmetics registered in Guangdong, and 5,016 administrative license approvals for special-purpose cosmetics. The number of cosmetics companies accounts for about 60% of the country.The fertile soil of cosmetics in Guangdong Province has always remained highly active, and many regional cosmetics industries have emerged, including Guangzhou Baiyun, Guangzhou Huadu, Guangzhou Huangpu, Shantou, Zhaoqing, Zhongshan , Foshan , Zhuhai, Shenzhen and other , all of which have tried to leave their own footprints in the process of China's cosmetics industry and play a unique role.
The ones with the highest value content in Guangzhou, except for the above-mentioned Baiyun District, Guangzhou, Huangpu District and Guangzhou Huadu District.
Guangzhou Huangpu District proposed to build "grains" in the "14th Five-Year Plan", is the smart valley, hydrogen valley, medicine valley, beauty valley, and nano valley. Among them, "beautiful valley" is Huangpu District's own cosmetics industry, benchmarking Shanghai's "Oriental Beauty Valley" to create "Southern Beauty Valley". Guangzhou has a more relatively mature "Baiyun Meiwan" in the country, second only to Oriental Beauty Valley. Where does Huangpu District have the confidence to build a cosmetics industry highland like "Southern Beauty Valley"?
data shows that Huangpu District has 66 certified cosmetics manufacturers and 377 cosmetics trading companies, with a registered capital of more than 100 million yuan accounting for more than 30%. A large number of leading beauty companies including Procter & Gamble, Amway, Blue Moon , Wanmei , Huanya, Zodenice and other leading beauty companies gathered; at the same time, Huangpu District has obvious advantages in the fields of high-end daily chemicals and cosmetics, with the output value of the high-end cosmetics industry exceeding 40 billion yuan, accounting for 50% of Guangzhou. Its scientific research strength cannot be underestimated. It has many well-known domestic and foreign professional testing institutions including Guangdong Pharmaceutical Inspection Institute (GDIDC).
According to the plan, the core location of "Southern Beauty Valley" covers an area of about 473,000 square meters, forming four special beauty industrial parks with a total construction area of more than 2 million square meters. It gathers two major industrial clusters of high-end intelligent manufacturing production and high-end R&D and business office in the beauty industry, and focuses on building "five platforms" such as industrial development platform, industrial resource platform, industrial incubation platform, industrial service platform and industrial policy platform, providing development support for enterprises, and introducing "nine centers" such as R&D centers and design centers, third-party testing centers, safety evaluation centers, efficacy evaluation centers, display experience centers, marketing centers, service centers and entrepreneurship guidance centers, and opening up the "four links" such as R&D, raw material procurement, production, and sales.
Overall, enterprises in Huangpu District form the characteristics of "three majors and three more": large scale, large output value, and large industry influence; many foreign-funded enterprises (including Taiwan, Hong Kong and Macao-funded enterprises), many independent brands and many core technologies, bringing new development opportunities for Huangpu District to build a "Southern Beauty Valley". According to the plan, the future "Southern Beauty Valley" will become an internationally renowned industrial landmark and park brand, and a gathering place for internationally renowned brands.
As the second largest national economic and technological development zone in the country, , Guangzhou Development Zone and the second largest administrative district in Guangzhou, Huangpu District, is twice the Baiyun District, the fifth largest district in Guangzhou, and 4 times the Fengxian District of Shanghai Fengxian District, where Shanghai Oriental Beauty Valley is located. We are preparing to invest 10 billion to build the largest highland of production and beauty production in the country. Due to the lack of clear brand top-level design and industrial bottom-level operation, is a pity and shame, and the competition is following Dongshi and called the Southern Beauty Valley behind Oriental Beauty Valley?
After all, in the era of brand economy, the name is the biggest strategy, the strongest brand and the clearest top-level design.
name is strategy, imitation name is imitation strategy, if the strategy is wrong, you lose without fighting.
name is the brand. copycats will never become the number one brand, and large copycats make wedding dresses for others, making it difficult to make a name for themselves. The name
is the top-level design. Without top-level design, there will be no underlying operation, and therefore it is easy to become useless.
is located in Huadu District , known as the "North Gate of Guangzhou", and has two major hubs: Baiyun International Airport and Guangzhou North Station . It is the location of Guangzhou International Air-Rail Hub and the main battlefield for the construction of the hub. It forms unique transportation advantages of water, land and air, and provides favorable conditions for the industrial development of Huadu District, including the cosmetics industry of Guangzhou's traditional industries, making Huadu and Baiyun the two core cores of Guangzhou cosmetic products. As early as 2013, Huadu was awarded the title of "China's Cosmetics Industry Capital". In 2019, it was awarded the title of "China's Meidu" .
Huadu’s cosmetics industry mainly focuses on the “one core and four parks”. "One core" refers to the Huadu Lake Cosmetics Headquarters Cluster Area, with a land area of 186 mu and a total investment of about 2 billion yuan. It will play the role of building "the urban living room of China's cosmetics industry", " Guangdong-Hong Kong-Macao Greater Bay Area urban fashion living room", and "the beautiful living room of cosmetics enterprises". The "Four Parks" refer to the Western Huadu International Advanced Manufacturing Industrial Park, Xinya Jinghu Industrial Park, Huashan Overseas Chinese Industrial Park, and Xiuquan Xinhua Industrial Park, jointly promoting the cluster, agglomeration and intensive development of the cosmetics industry.
In 2021, Huadu officially launched the strategic plan of "one core, four parks and multiple bases", gradually moving towards cluster development, industrialization, and large-scale operation of . It has successively been listed and established by China Meidu Cosmetics Headquarters Cluster Area, Guangdong Hongyu Zhihui Beauty Park, Guangdong Beauty Valley Industrial Park, Meidong Industrial Park, Far East Meigu, etc. According to the plan, it is estimated that in 2022, the output value of Huadu's cosmetics industry will exceed 30 billion yuan, more than 100 cosmetics industrial enterprises above the scale, and more than 300 cosmetics wholesale and retail enterprises above the limit, building a "international cosmetics industry living room" and launching the "China Meidu" brand.
Zhongshan City is a major city in Guangdong's cosmetics industry. As early as
According to the planning of the Zhongshan Municipal Government, a cosmetics industry research and development and production technology incubation park will be built in Cuiheng New District and Nanlang Town , and a modern professional park for cosmetics related products (beauty instruments, tools, packaging materials) and services in Sanxiang Town . Nanlang Town is the core carrying area. Relying on the "one center and one destination", Nanlang Town has built a Greater Bay Area Biomedical Center and Binhai International Business and Cultural Tourism Resort, attracting more than 30 cosmetics companies to settle in.
Zhongshan Municipal Government has made every effort to build the "Zhongshan Beauty and Makeup" alliance brand. By establishing the "Zhongshan Beauty and Makeup" cosmetics alliance (group) standard system, exploring the creation of the "Zhongshan Beauty and Makeup" release platform, integrating fashion and culture and tourism into one, and enhancing the brand effect of "Zhongshan Beauty and Makeup". Zhongshan City explores and cooperates with the Hong Kong Cosmetics Association to establish a cooperative mechanism for collaborative development of Hong Kong-Zhongshan Biomedicine through platforms such as the "Hong Kong-Zhongshan Health Forum". The ambition to "revitalize the capital of the cosmetics industry" is self-evident.
Zhaoqing is a new force in the construction of Guangdong's cosmetics industry. On March 19, 2021, Zhaoqing officially started the construction of the first cosmetics professional park in the city Guangdong Hongguang Biotechnology Industrial Park . The industry in the park is highly focused on the cosmetics industry and is positioned as the research and development center of high-end cosmetics in biotechnology in the Guangdong-Hong Kong-Macao Greater Bay Area. covers an area of about 200 mu and plans to invest about 2 billion . Hongguang Group values the development opportunities of the Guangdong-Hong Kong-Macao Greater Bay Area. cosmetics industry has been transformed and upgraded. Through public service platforms such as R&D and testing, production, manufacturing, sales, logistics and distribution, and service supporting facilities, helps Zhaoqing High-tech Zone's high-end cosmetics industry achieves a capacity of 100 billion yuan.
Although Guangdong Province has an absolute competitive advantage in the cosmetics industry, it has a considerable shortcoming in the daily chemical sector, and is in a state of "barbaric" and "free-stocking".In 2017, Sanshui District of Foshan City built a daily chemical industry base, ending the history of Guangdong without a daily chemical industrial park. The park has introduced 13 daily chemical projects in the first batch with a total investment of 2.8 billion yuan. In the future, it will build the largest daily chemical industry carrier and cluster area in Guangdong and even South China.
After more than three years of development, Foshan has gathered a number of high-quality daily chemical companies, including the Beihao Global Facial Mask Cultural and Creative Park, which was invested 1.1 billion yuan in Taiwan, which will become the world's largest facial mask production base after completion, with a daily mask output of 6 million pieces. It is worth noting that many daily chemical companies in Foshan come from Baiyun District and its surrounding areas in Guangzhou, which are convenient for connecting with the upstream raw materials, packaging and other links of Baiyun cosmetics industry, and have a developed downstream distribution system. Foshan's geographical advantages have seized the weaknesses of Guangdong's cosmetics industry and created a good business environment, allowing Foshan to have a place in the cruel competitive Guangdong cosmetics industry.
Zhuhai's cosmetics industry features are established in the field of biomedicine, and the cosmetics industry is developed through medical transformation to the United States and medical development of the United States. The biopharmaceutical industry is one of Zhuhai's six pillar industries, forming a biopharmaceutical industry system with pharmaceutical manufacturing as the main body, medical devices as the support, and health products and cosmetics as the characteristics. Zhuhai City has clearly proposed to use "medical care" to leverage the cosmetics industry and make a difference in the medical beauty track. In addition, Zhuhai's cosmetics industry foundation is not bad. It has one of the top ten cosmetics shops in China. Gaolan Port Economic Zone has formed a beautiful and healthy industry cluster area integrating beauty and health care industries such as beauty, health food, and high-end daily chemicals. Zhuhai’s position in the future cosmetics industry is worth looking forward to.
On July 22, 2021, the Shenzhen Municipal Government officially announced to the public that it has built a nationally leading and world-renowned "medical beauty capital" , which means that Shenzhen has clarified its role in the cosmetics industry. The "Action Plan for Promoting Consumption Expansion, Improvement of Quality and Creating New Consumer Demands (2021-2023)" issued by the Shenzhen Municipal Government proposes to expand the supply of high-level medical and health services, plan and build an international medical city, and standardize medical beauty services.
After several years of medical beauty rectification, Shenzhen has built a full-chain medical beauty service under the guidance of new technologies and new consumption, forming a comprehensive international industrial agglomeration highland for medical beauty services. is designated as an international consumption center and a global duty-free product distribution center Qianhai. It supports Qianhai to build a global duty-free product distribution center, and is expected to become the carrier for Shenzhen medical beauty . Based on Qianhai's strategic position in the construction of the national Guangdong-Hong Kong-Macao Greater Bay Area, it carries the function of world trade hub, giving Qianhai a greater imagination space in the medical beauty and the entire cosmetics industry layout. Qianhai is expected to become the biggest variable in the development of Guangdong's cosmetics industry. It is also with Jin Kun's guidance and support that "Mawan Beautiful Port" is about to emerge.
2. Zhejiang: Three-legged team, launching the "Zhejiang Beauty Production"
Zhejiang Province is a major province in my country's cosmetics industry. It currently has more than 550 cosmetics production enterprises, ranking second in the country, the online sales of cosmetics in the country, and the output value, import and export volume, and registered products are ranked third in the country. At present, Zhejiang Province has formed two major cosmetics industry development clusters, including Hangzhou, Huzhou skin care cosmetics industry cluster and Jinhua cosmetics cosmetics industry cluster. "Zhejiang Beauty" has stood in the first echelon of the national cosmetics industry development.
Under the professional guidance of Jin Kun, a brand service provider for industrial and urban parks, "Implementation Plan for the High-Quality Development of the Cosmetics Industry in Zhejiang Province 2020-2025" was issued and proposed that by 2025, Zhejiang's cosmetics industry's annual sales revenue will reach 200 billion yuan, cultivate three industry-leading enterprises with annual sales revenue of more than 10 billion yuan, own more than 5 internationally renowned brands, and Zhejiang's beauty brand products account for more than 25% of the domestic beauty market share. It is determined to take "brand Zhejiang makeup, Shangchao makeup, special makeup, and ecological beauty" as the main focus, launch a batch of high-tech cosmetics with high added value and a batch of special cosmetics with local culture and ethnic colors.
From the perspective of Hangzhou, it is considered to be the "third level" of China's cosmetics industry after Shanghai and Guangzhou. ranked fifth among the domestic cosmetics consumption hotspots in 2020. Among the top ten cosmetic department stores in Hangzhou, two companies are among the top ten , namely Intime Department Store and Hangzhou Building. There are two leading domestic cosmetics companies in Hangzhou, one is Perroy, represented by traditional forces, and the other is Hua Xizi, represented by new forces.
Hangzhou has advantages in the cosmetics industry that other regions cannot match. Alibaba's headquarters is located and has the right to speak in the e-commerce field, leading a new round of online cosmetics consumption. Many cosmetics companies settled in Hangzhou as an e-commerce resource in Hangzhou, and are close to Alibaba and have specially set up marketing centers. Hangzhou's huge consumption volume and entrepreneurial and innovative environment allow cosmetics companies to set up their R&D centers locally, bringing them closer to customers and getting market feedback as soon as possible.
Huzhou has become the golden signboard of Zhejiang's cosmetics industry with the "beauty town". After five years of development, the "Beauty Town" has gathered more than 150 cosmetics production and supporting enterprises, including the leading company Percholar, the retail chain pioneer Guerlain, the well-known Korean cosmetics company Hanfo, Asia's largest packaging material company Yanyu, the British royal brand Boshiko, the French aroma brand Kimberg, and the fragrance development company Lelfour. The beauty town has also built a testing and R&D center, a beauty and cosmetics college, a beauty and cosmetics museum, a science and technology incubation park, a beauty and cosmetics science and technology innovation center, a scene commercial street, and a internet celebrity live broadcast center, etc., becoming the third largest beauty and cosmetics industry highland in China.
According to the plan, "Beauty Town" in the next ten years gathers 300 cosmetics and supporting projects (including more than 100 cosmetics manufacturers), with a total investment of about 45 billion yuan . It is expected that after completion, it can achieve annual main business income of 30-50 billion yuan and tax revenue of 3-5 billion yuan, creating a "new highland" for industrial agglomeration, a "new model" for industrial and urban integration, a "new magnetic field" for talent agglomeration, a "new energy", a "new engine" for rural revitalization, and a "new model" for quality supervision. "Beauty and Makeup Town" seizes the background of the great integration of the Yangtze River Delta and the construction of beautiful towns, continuously upgrades the beauty industry, improves the entire industrial chain ecosystem, and allows industrial brands to blend with urban brands, and move towards the direction of creating beautiful towns with industrial characteristics.
As the carrier of the cosmetic industry in Zhejiang Province, , Jinhua, more than 90% of the production enterprises are engaged in the production and manufacturing of cosmetic projects . Yiwu, a subsidiary of Jinhua, has been built into the capital of international small commodity trading, driving Jinhua to become one of the earliest distribution centers for the development of the cosmetics industry and international trade exchanges in the country, and it is the main production and processing area of cosmetics in Zhejiang Province and even the whole country. Data shows that Jinhua currently has 287 cosmetics production enterprises, accounting for 58.57% of the province; 101 cosmetic-related supporting enterprises; it has a comprehensive wholesale market for import and export of cosmetics, and has basically formed a chain covering cosmetics production, sales (online and offline) and logistics.
For a long time, Jinhua City cosmetics faces an embarrassment. The number of manufacturers accounts for nearly 60% of the province, but the output value only accounts for 1/3 . To this end, Jinhua gradually improved this embarrassing situation through the two major directions of "one loose and one tight". First, in terms of loose support policies, for example, Jinhua was allowed to set up a registration acceptance point for imported non-special use cosmetics, and enterprises can go through the registration procedures for imported non-special use cosmetics at their doorstep, which greatly improves the efficiency of import approval. Second, Jinhua strengthens strict supervision and establishes a comprehensive inspection of the "1+4+x" business field, and once-in-time and after-hours closed-loop supervision system. "1" means "a cosmetics business entity", and "4" means four must-see lists of "cosmetics + registration matters + trademark advertising + annual report credit supervision". Through efforts in these two directions, Jinhua has consolidated the industrial foundation, released the industrial agglomeration effect, improved the construction of its own brand, and achieved the upgrade of Jinhua from a cosmetics market to a strong city.
2. Beijing: Mainly focusing on scientific research cards, owning the North
At the end of May 2021, Changping, as the only beautiful and healthy industry development cluster in Beijing, under the professional guidance of Jinkun, the brand service provider of industrial, urban and urban parks and enterprises, officially released to the public to create a "future beauty city" highland for the highland of 100 billion beauty industry, focusing on six major areas including plant-specific resources cosmetics, customized production pilot projects, and new beauty culture and creativity. This is the first government-led cosmetics industry cluster in the northern region of . The "Ten Beautiful Economy" policy issued at the same time is the first district-level policy document in Beijing that specifically supports the development of the beautiful and healthy industry.
The characteristics of "Future Beauty City" are reflected in the fact that "one core, two parks, and four highlands" are the "core area" for science and technology innovation in the beautiful and health industry. They will rely on Zhongguancun Life Park and surrounding areas to build a R&D headquarters-based park, focusing on the beautiful and health industry to build four major public service platforms: basic research, result transformation, R&D testing, and inspection and testing; the "two parks" are to fully build Xiaotangshan Beautiful Intelligent Manufacturing Garden and Xiaotangshan Beauty and Cosmetic Innovation Park; the "four highlands" are driven by the construction of "one core" and "two parks", and build Changping into the source of innovation in Jingyan, the first place of Jingyun Guozhuang, the first place of Jingqiu product incubation and cultivation, and the main position of Jingcai Intelligent Manufacturing.
Among the hot cities in China's cosmetics market in 2020, Beijing ranks first in . Beijing is accelerating the construction of an international consumer center city to expand the scale of the cosmetics consumption market. Relying on the R&D advantages of the "Life Valley" of the Future Science City and the acceptance and transformation of the "Three Cities and One District" of the Beijing International Science and Technology Innovation Center, Changping District has formed the full chain of cosmetics "production, education, research, inspection, and use". In addition, the aggregation of resources of universities and enterprises in Changping District is an advantage that other beauty industry parks cannot reach. These give Changping unlimited imagination to build the cosmetics industry.
3. Fujian: Mainly plays the cross-strait card, linking to the Taiwan Strait and the mainland
Fujian Pingtan Comprehensive Experimental Zone is located in Pingtan Island, the fifth largest island in China. is the closest place to Taiwan, China, and is known as China's "Maldives". In July 2021, Pingtan Comprehensive Experimental Zone issued the "Implementation Opinions on Promoting the Development of the Beauty and Cosmetics Industry in Pingtan Comprehensive Experimental Zone" and "Several Measures for Promoting the Development of the Beauty and Cosmetics Industry in Pingtan Comprehensive Experimental Zone", and announced that will create a "Cross-Strait Beauty Island" .
Pingtan releases these two cosmetic policies, demonstrating Pingtan's determination and confidence in developing cosmetics everywhere, and proposes to plan a "one core and multiple center" beauty industry layout based on the construction of Taiwan's beauty industry (2021), the expansion and increase of beauty industry (2022-2023), and the improvement of quality and efficiency of beauty industry (2024-2025), and the layout of the "one core and multiple centers" beauty industry, with the Taiwan Entrepreneurship Park as the core office area, and flexibly set up beauty research and development centers, production centers, and sales centers in emerging industrial parks, Taichung Medicinal Materials Trading Center, Taiwan Town, Live Economic Industrial Park and other areas to promote the cluster development of the beauty industry.
Pingtan develops the cosmetics industry, fully taps into its unique cross-strait location advantages, and positions itself as the most convenient, most efficient and lowest cost channel for Taiwanese beauty products to enter the mainland market. "Cross-Strait Beauty Island" extends its position to the international community and introduces beauty products from Japan, South Korea and other regions; relies on the domestic market to link the two major beauty industry zones of the "Yangtze River Delta" and "Pearl River Delta" to fully build the beauty industry cluster in the province, explore the new value of the Fujian-Taiwan cooperation window and opening window of the experimental zone, and move towards the famous beauty island on the "Maritime Silk Road" in the 21st century.
4, Hubei and Hunan: Mainly a raw material brand, shouldering the heavy responsibility
Hubei's cosmetics industry features revolve around aromatic plants, forming a complete aroma industry chain business format integrating standardized technology and management plan output for aroma planting and extraction, aromatic product research and development, business model creation, aroma physiotherapist training, and rehabilitation garden model output.
In 2018, Hubei Huangshi officially built the "Chutian Fragrance and Makeup Industrial Park", the first characteristic pastoral complex in China with "Aromatic Industry" as its core theme.The entire park project has a planned land of 420 mu, with a total investment of 2 billion yuan. The park covers the entire aromatic industry chain functions such as intelligent manufacturing, intelligent logistics, product innovation, and marketing promotion. is mainly engaged in the production of skin care products, cosmetics, hair care products, bath products, fragrance products, special dietary foods, etc. After is completed and put into production, it is expected to achieve annual sales revenue of 5 billion yuan.
As the Chutian Xiangguo Industrial Park Ruisheng Bio, based on a new ecological agricultural high-tech enterprise that builds an aroma industry platform, it has exclusively introduced more than 100 rare aromatic plant seedlings in the world, such as Damascus III, French lavender, chamomile, etc. It is the largest Damascus rose planting area in China. It has built a 10,000 acres of aromatic plant planting base, a 70 acres of standard seedling greenhouse, and a 3,500 square meter world aromatic plant tissue culture plant.
At the same time, Daye City led the construction of the provincial incubator of the "Hubei Beike Ruisheng Aromatic Industry Innovation Center", and successively established the aroma industry research institute, the aroma industrial park daily chemical base, the aroma professional co-creation space, etc., to attract service targets through the entire aroma industry chain, attracting many enterprises from Beijing, Guangzhou and other places to settle in.
In recent years, Hunan Province has attached great importance to the development of the cosmetics industry. The Hunan Drug Administration issued five new cosmetics policies in 2019, and issued the "Opinions on Further Deepening the Reform of "Deregulation, Decontrol and Service" to Promote the High-Quality Development of the Biopharmaceutical Industry in Hunan Province" in 2020. clearly and refines relevant policies and measures to support the development of the cosmetics industry in Hunan Province, and at the same time proposes to take on the transfer of the cosmetics industry as the key to the development of the cosmetics industry in Hunan Province. Currently, Changsha Ningxiang is the number one cosmetics center in Hunan.
In 2020, , the largest cosmetics production base in Hunan, started to build . The project covers a total area of 79.8 mu and is one of the largest beauty production bases in the country. After the project is put into production, the total output value is expected to reach 1 billion yuan, and the production products cover categories such as nail polish, perfume, aerosol, disinfectant, disinfectant gel, and cosmetic products. According to the plan, Euro Standard Group will also establish the most large-scale and fully equipped R&D center, and build an independent R&D and testing platform based on this. With the European Standard settling in Ningxiang, many high-quality cosmetics companies such as Yating and Benmei began to enter Hunan.
It is worth noting that many regions in Hunan play the role of taking over the transfer of the cosmetics industry along Guangdong. " China's No. 1 Oil Tea County" Leiyang signed a cooperation intention with 16 cosmetics companies in Guangzhou in 2019, jointly expanding the downstream oil tea industry and building a tea oil cosmetics industry corridor. In the same year, Yongzhou City and Hunan Provincial Drug Administration signed the "Memorandum of Cooperation to Promote the High-Quality Development of the Cosmetics Industry", supporting Yongzhou's transfer of the cosmetics industries to Guangzhou and Shanghai, and quickly forming a natural plant and cosmetics industry base featuring mountain resource development.
5. Western Beauty Valley: East and West Echo, Filling the Void
Because Shanghai Oriental Beauty Valley Construction has been highly recognized by the market, there is no iconic cosmetics industry highland in the west at this time. Before and after Guangzhou Development Zone began to build the "Southern Beauty Valley", Chongqing also began to lay out and build the "Western Beauty Valley" , and copper beams became the best choice. Tongliang is located at a key node on the central axis of the Chengdu-Chongqing Twin Cities Economic Circle. It is a "bridgehead" city in Chongqing's main urban area. From the business environment, innovative ecology, and urban-rural integration, Tongliang is at the forefront of leading.
The western region also has a unique advantage in creating cosmetic products, which has raw materials such as mugwort, rose, lemon, honeysuckle, etc. These are the core advantages of the production and development of plant cosmetics. "Western Beauty Valley" is planned to use 5 square kilometers for the first phase of land, closely following the high-end natural beauty and cosmetics system, covering R&D, production, packaging, sales, brand planning, inspection and testing, display experience, new product promotion, and online communication and other industrial chain links. builds a high-end beauty and cosmetics industry cluster, fills the shortcomings in the development of the beauty and cosmetics industry in western China, and creates a new economic growth point.
"Western Beauty Valley"" As of the first half of 2021, 33 companies including Wanyang Chuangchuang City, Beauty and Cosmetics Intelligence Valley, and Site Cosmetics Industrial Park have signed contracts, with a total investment of 23.2 billion yuan.In the future, Western Meigu will introduce 30 billion yuan of beauty industry to settle in, and after completion and production, it will form a beauty industry cluster of 40 billion yuan. With cooperation between Western Meigu, Zhejiang University Cosmetics Innovation Center, South China Institute of Industrial Technology and other universities, has built a more complete upstream and downstream industrial chain, promoting the beauty and health industry ecosystem, and filling the gaps in the western beauty and cosmetics industry from scratch .
Summary: Beware of the rapid progress
The climax of the cosmetics industry construction emerging across the country fully confirms the huge consumption space of China's cosmetics industry and the highlight of the local government's industrial layout. However, it has to be said that many problems are exposed behind the large-scale construction of .
In terms of spatial planning, the layout of the cosmetics industry in most areas is unclear, and cosmetics enterprises in most areas are placed in industrial parks, so the industrial synergy effect is low.
In terms of industrial positioning, the positioning is unclear, and there are no special policies for the cosmetics industry, so the driving force for promoting industrial development is weak.
In terms of organizational management, the cosmetics industry belongs to various industrial parks, and there are few organizations and departments that coordinate management. Local associations can only serve as coordination departments between governments and enterprises and do not have industrial development plans.
In terms of enterprise development, domestic production enterprises have low R&D investment, and the product uniqueness is not obvious. Most emerging brands adopt the OEM model, focusing on brand development and market communication, and some companies are laying out in the raw material production areas.
In terms of industrial strength, the purpose of developing the cosmetics industry in various places is not clear. After importing the enterprise, the subsequent promotion of the development of the cosmetics industry is weak, and the goal of industrial overall planning is not strong.
Faced with the current rapid progress in the construction of the entire cosmetics industry, Oriental Beauty Valley, as the number one brand in the cosmetics industry highland, also needs to re-examine its own growth path, further clarify its future development direction, and shoulder the important task of leading China's cosmetics industry toward healthier, more prosperous, more international and globalization .
Oriental Beauty Valley: Start again, reach the top of the world's cosmetics
Oriental Beauty Valley has become the highest place in China's cosmetics industry. After entering the second five years, it still faces considerable challenges. It is mainly reflected in:
First, from the perspective of the whole country, the construction of the cosmetics industry has emerged in various parts of the country. The entire industry has the risk of becoming homogeneous. Plagiarism and imitation in various places will damage the brand image of Oriental Beauty Valley, and constantly squeeze the industrial space of Oriental Beauty Valley .
Second, from the perspective of the entire Shanghai, Hongqiao International Hub, Lingang New Area, G60 Science and Technology Innovation Corridor, Shanghai Bay Area, Pujiang First Bay and Shanghai's five major new cities each carry the important task of Shanghai's urban brand building from different angles, and drives each district to accelerate a new round of industrial construction and urban development. The superposition of various municipal brand strategies in Shanghai will lead to one increase and another decrease, which will affect the policy support for Oriental Beauty Valley to a certain extent, and also squeeze out the urban momentum of Oriental Beauty Valley.
Third, from the perspective of Fengxian, there are also multiple brands and IPs, such as Future Space, Intelligent Networking, Yichuan Misty Rain, Digital River and Sea , etc. These regional brands also dilute the status of the Oriental Meigu brand in the entire Fengxian region to a certain extent, disperse Fengxian's focus in industrial investment and consumption, and compress the strategy of connecting the B-end industry and C-end consumption.
Based on this, in order to better establish the position of Oriental Beauty Valley as the industry leader and accelerate the pace of moving towards the world's cosmetics capital, needs to sort out the growth context of Oriental Beauty Valley in the past five years, clarify the direction and path of Oriental Beauty Valley's key efforts in the next step, and continue to structure and lead the great development of the national beauty industry.
The Republic of Korea Beauty Expo is the largest expo in Korea of similarity, and one of the most eye-catching, promising and state-of-the-art beauty events in Asia.Due to the popularity of "Korean wave" culture throughout Asia, South Korea's beauty industry leads the beauty industry throughout Asia, and the Republic of Korea Beauty Expo has excited the entire Asia. In September 2015, at such an influential event, "Oriental Beauty Valley" officially spoke out to the world for the first time, and China's cosmetics industry began to rewrite the global cosmetics industry structure. After the official debut of
"Oriental Beauty Valley" quickly gained high attention from the business community and government levels. In the fourth quarter of 2015, the deputy mayor in charge of industries in Shanghai went to Fengxian to conduct a special investigation on the creation of "Oriental Beauty Valley" and developed "beautiful industries". He said that Fengxian has an industrial foundation to build an "Oriental Beauty Valley", which also corresponds to Shanghai's goal of building a science and technology innovation center with global influence.
At the end of 2015, Fengxian’s “13th Five-Year Plan” pointed out that it is necessary to “gradually form an ‘Oriental Beauty Valley’ that integrates cosmetic research and development, production and marketing” . At the same time, Cosmetics, which has been rooted in Fengxian for many years, became the first multinational cosmetics giant to express support after its debut. On November 14, 2015, the Fengxian District Government signed a letter of intent for cooperation with Cosmetics Group, and the two sides jointly promoted the construction of "Oriental Beauty Valley".
In the first quarter of 2016, "Oriental Beauty Valley" officially ushered in the first climax of brand building. By holding an international forum, the Fengxian District Government once again analyzed and studied the theoretical feasibility of creating the "Oriental Beautiful Valley" and conveyed to the outside world what is the "Oriental Beautiful Valley". "Oriental Beauty Valley" construction is in the early stage of the country's strategy of building a "Beautiful China, Healthy China". Fengxian District just soared to have a centralized and agglomerated advantage in beauty products and medical and health products enterprises, and has the conditions to become a world-class beauty and health industry cluster .
On February 25, 2016, the Fengxian District Government held a work promotion meeting on "Oriental Beauty Valley" to fully deploy and implement the specific work of Oriental Beauty Valley construction, mainly including three major tasks: establishing a promotion office, establishing an industry association, and establishing a development fund. At the meeting, the main leaders of Fengxian District Government pointed out that if Fengxian wants to build an outlet of "beautiful industry", it must accurately position and coordinate the promotion to form the future international fashion capital .
A week later, the "Oriental Beauty Valley" promotion office was officially established and held its first working meeting. The requirements of the Fengxian District Government to the Promotion Office: participate wholeheartedly in the construction of Meigu; deepen and refine the survey, survey and statistics of settled enterprises; keep a close eye on tracking of intended settled enterprises; establish a network working mechanism covering the entire district to improve work efficiency. Later, Oriental Meigu Industrial Promotion Center and Oriental Meigu Enterprise Group were established to form a system and mechanism for the coordinated promotion of the "three horses" of the government, associations and enterprises.
With the increase in the influence of Oriental Beauty Valley, Shanghai cosmetics surpassed Guangzhou cosmetics in Baidu search index.
Oriental Beauty Valley has fully utilized domestic and foreign forums to establish its brand influence since its earliest days. The "China Cosmetics Enterprise Development Seminar" is the first domestic influence forum held after the establishment of "Oriental Beauty Valley". At the forum, the main leaders of Fengxian District Party Committee and District Government proposed three changes based on the construction of Oriental Beauty Valley: policy support shifted from the past funds to the combination of funds and wisdom; from individuals to teams, focusing on team building; studying industries, we must study the integration of industries and cities, industries and culture, so that cities can become the platform basis for development.
2018, Oriental Beauty Valley held the first International Cosmetics Conference with the theme of "Beauty Empowers a Beautiful Life". It received high attention and support from the Shanghai Municipal Government and relevant national departments. It invited authorities at home and abroad for cosmetics industry. More than 100 well-known cosmetics companies at home and abroad participated. It became one of the top summits in the global cosmetics industry. The conference carried the important task of Oriental Beauty Valley's first window to speak out to the world, and concentratedly showed the carrier of comprehensive strength to the world, and moved from the capital of China's cosmetics industry to the bridge of the world's cosmetics capital.
Then in 2019, with the theme of " Beautiful, Omnipresent", in 2020, with the theme of "Beautiful World, Global Sharing", and in 2021, with the theme of "Oriental Beauty Valley, Beautiful World", the second, third and fourth Oriental Beauty Valley International Cosmetics Conferences were held continuously. From scale to influence, it can be regarded as the top summit in the domestic cosmetics industry, building a communication platform for Chinese cosmetics companies to move towards the global market, and a test pool for foreign cosmetics companies to enter the Chinese market.
The 4th Oriental Beauty Valley International Cosmetics Conference with the theme of "Oriental Beauty Valley, Beautiful World" has not only risen to the hosting of the Shanghai Municipal Government, but also national ministries and commissions such as the Ministry of Industry and Information Technology, the Ministry of Commerce and the State Administration of Medicine have also participated in the joint hosting. Against the backdrop of such high-standard participation, what gift will the 2022 5th Oriental Beauty Valley International Cosmetics Conference bring to the world? What kind of surprises do you create?
carefully looked back. From the start of the comprehensive construction of Oriental Beauty Valley, it has clarified the tone for the overall development and determined the key actions, including establishing standards for the creation of the cosmetics industry and the introduction of key enterprises, the highest leadership department of the district government has driven domestic and foreign investment promotion, established various support policies to support enterprises entering the company, and enhancing brand influence through forums/events/events. "Oriental Beauty Valley" has completed the development plan from top-level brand design to bottom-level industrial operation, and has launched a development path with branding as the core and capitalization and internationalization as the two wings.
2. Launch the "three-in-one" strategy of branding, capitalization and internationalization
(1) Branding: "Four Products" + "Three-in-one"
The branding of Oriental Beauty Valley is reflected in the "Four Products" and "Three-in-one".
"Four Products" are industrial brand, city brand, park brand, and corporate brand , creating the brand matrix of Oriental Beauty Valley; "three transformations" are industry differentiation, brand potential, and regional hierarchy , demonstrating Oriental Beauty Valley's unique industrial status.
Industry Brand : Oriental Beauty Valley has built a highland for the domestic cosmetics industry with hundreds of billions of yuan, becoming a gathering place to lead the entire global cosmetics industry chain, and becoming a global cosmetics capital.
City Brand : Make Oriental Beauty Valley the most representative city business card of Fengxian, and make Oriental Beauty Valley an important tool for Shanghai to build an "international fashion capital" and a new benchmark for Shanghai's consumption upgrade.
Park Brand : Let Oriental Beauty Valley gather the best cosmetics leading enterprises, listed enterprises and specialized and new enterprises at home and abroad, becoming the most competitive and distinctive biomedical and cosmetics park in China.
Corporate Brand : Oriental Meigu Group has become the most dynamic state-owned enterprise in Fengxian District, the most competitive platform enterprise in China's beauty and health field, and the new benchmark for Chinese enterprises to move towards internationalization.
Industry differentiation: Faced with the rise of beauty industry construction represented by "beauty" and "gulf" in various parts of the country, through differentiated creation, establish a leading advantage in the industry, demonstrate the brand value of Oriental Beauty Valley, and enhance brand influence.
Brand potential : Based on the tens of billions of brand status, Oriental Meigu accelerates the introduction of leading listed companies as a key task, optimizes and improves the efficiency of industrial investment, increases interaction with consumers, enhances the cognitive value of brands, and affects consumers' purchasing behavior.
Regional hierarchical : Clarify the brand status of Oriental Beauty Valley in the urban construction of Fengxian District, become the carrier of Fengxian cosmetics and pharmaceuticals, and become the leader of Fengxian's high-quality economic development and the new business card of Shanghai's beautiful health industry.
Oriental Meigu has long adhered to the development concept of "cross-border and even unbounded" , and has won the reputation of "China's Cosmetics Industry Capital".Oriental Beauty Valley's industry focuses on building four major centers: industrial clusters, R&D centers, talent agglomeration, and service supporting facilities; continuously improves eight major functions: R&D, design, testing, display, marketing, experience, industry services, and expert guidance. Oriental Beauty Valley revolves around the beautiful big health industry, has formed three major industries: cosmetics, biomedicine and food, and has gradually built a beautiful big health industry ecosystem .
data shows that currently has 2 of the top 10 cosmetics in the world and 8 of the top 20 cosmetics in China settled in Oriental Meigu . There are more than 700 industrial enterprises of all sizes, and more than 3,000 beautiful and health brands are rooted here. There are more than 400 cosmetics companies in Oriental Meigu, accounting for more than one-quarter of Shanghai, and sales account for 40% of the city. It has formed the largest beauty and health industry cluster in China. Just as Fengxian District Committee and the District Government expect, Oriental Beauty Valley is becoming the first choice for cosmetics to enter China .
At present, "Oriental Beauty Valley" has gathered more than 200 biopharmaceutical companies, and the output value of biopharmaceutical above the scale in 2020 accounts for 13% of the city of Shanghai. Fengxian’s next step will build the “Oriental Beauty Valley” into a new highland of China’s biomedical CDMO “the most concentrated industry, the most concentrated capital, the most concentrated talents, and the most concentrated innovative achievements”. Relying on the biomedical CDMO industry, it will guide the high-quality development of the “Oriental Beauty Valley” and leaps into a world-class biomedical industry cluster. Oriental Beauty Valley is transforming from a highland of beautiful health industry to a life and health industry.
Since its inception, Oriental Beauty Valley has been the "No. 1 Project" of Fengxian District, it has gathered the strength of the entire district to create Oriental Beauty Valley, making it a business card for the world to know Fengxian. "Oriental Beauty Valley" establishes a beautiful and healthy product axis, service axis and industrial axis, forming a three-dimensional industrial system, so that Fengxian can redefine its strategic role and industrial position in Shanghai's economic development through Oriental Beauty Valley. From Zhangjiang, Shanghai, Wuxing District, Zhejiang to France, South Korea, etc., Fengxian District has established a close and coordinated strategic cooperation relationship through Oriental Meigu to enhance Fengxian's urban brand influence at home and abroad.
According to the data, the above-scale output value of Oriental Meigu's contribution to Fengxian District has been increasing year by year. From 2016 to 2019, it was 13.5%, 14.1%, 14.6%, and 19.9% , respectively. In terms of projects introduced, from 2016 to 2019, Oriental Meigu implemented 193 new industrial projects, accounting for 23% of the projects introduced in the region during the same period, of which investment projects of RMB 100 million or more than US$10 million accounted for nearly 50% of the large projects introduced in the region during the same period. Oriental Beauty Valley has leap from industrial brand to urban brand, achieving a qualitative change from quality to brand .
In June 2016, Oriental Beauty Valley issued 9 measures to serve the development of the cosmetics industry. This is the first time that the functional departments of Fengxian District Government have issued a policy document on promoting the construction of the "Oriental Beauty Valley" project. Subsequently, it issued a notice to strengthen trademark intellectual property protection, established Oriental Meigu Industrial Research Institute, and established Oriental Meigu Brand Development Guidance Service Center. Oriental Beauty Valley has continuously introduced various targeted support policies for enterprises, established various enterprise service organizations, further refined the service process, and became a well-deserved "gold medal waiter".
The key indicator for measuring the success of a park and the brand appeal of the park lies in whether it has leading companies in the industry. Oriental Meigu has become the first choice for leading cosmetics companies at home and abroad. On March 17, 2020, Shiseido announced that it had officially settled in Oriental Migua and built Shiseido R&D center, becoming the first multinational beauty company to settle in Oriental Migua . In addition, veteran enterprises such as Galan, Ruxin, and Cosmetics have expanded their production. Oriental Beauty Valley has consolidated the creation of the entire industrial chain platform for beauty and health by introducing leading domestic and foreign cosmetics companies.
After just five years of development, the brand value of Oriental Beauty Valley has exceeded 10 billion, becoming the most influential and most well-known brand among its peers in China.The corporate brand creation of Oriental Beauty Valley is inseparable from the creation of "three ones", "one festival" (Oriental Beauty Valley Shopping Festival), "one exhibition" (Oriental Beauty Valley Brand Exhibition) and "one meeting" (Oriental Beauty Valley International Cosmetics Conference). Through the "three ones", Oriental Meigu will connect the B-end and C-end, the domestic and international markets, cosmetics and entertainment and catering consumption, giving Oriental Meigu's brand richness, diversity and imagination, and enhancing the loyalty of Oriental Meigu's brand .
Oriental Beauty Valley is a world-class platform for beauty companies to produce and manufacture, and an ideal paradise for global consumers to shop. This superposition effect reevaluates the brand value of Oriental Beauty Valley . In 2019, Oriental Beauty Valley held the Oriental Beauty Valley brand exhibition, attracting 107 beautiful and healthy companies to bring more than 200 brands; at the end of the year, the "Meigu Meigou" e-commerce platform made its debut, and the bonded display and trading center of about 560 square meters was put into operation, opening the dual-line integration model of offline display and online shopping.
In November 2020, the offline beauty complex Meigu Meigou Plaza created by Oriental Meigu was officially unveiled, integrating cosmetics research and development, display, sales, experience, design, Internet celebrities, training, testing, investment promotion, business and other functions, aiming to establish a set of industrial service innovation models and create a high-end and international cosmetics trading center and distribution center. Oriental Beauty Valley is ushering in a period of brand dividends. Through innovation in business and business formats, the brand potential of Oriental Beauty Valley is constantly amplifying; at the same time, it also uses new connotations and new models to counter the Oriental Beauty Valley.
(2) Capitalization: "Three maps" + "Four-dimensional"
The capitalization of Oriental Beauty Valley strategically creates three maps, namely brand 10 billion puzzle, platform 10 billion blueprint and ecological trillion grand map.
First, with brand building as the core of 10 billion puzzle , Oriental Beauty Valley consolidates its brand status of 10 billion, attracts cosmetic companies in the capital market to add icing on the cake of Oriental Beauty Valley, continuously optimizes the entire industrial chain, improves the accuracy of services, and enhances the brand potential.
Second, takes platform building as the core of 100 billion blueprint . With the help of the power of capital, it cooperates in depth with financial institutions such as banks, insurance, venture capital and other financial institutions to build investment and financing platforms, incubate new brands, promote corporate listing, and become a 100 billion platform for the cosmetics industry to embrace the capital market and nurture new brands.
Third, takes ecological construction as the core of trillions of Hongtu , Oriental Meigu has achieved the goal of coordination from cosmetics production and cosmetic consumption to the maturity of investment in the cosmetics industry, building a virtuous cycle of the three and creating the world's first trillion-dollar cosmetics industry ecosystem.
The capitalization focus of Oriental Beauty Valley is divided into four dimensions, namely, listed leading companies, specialized and new enterprises, investment and financing platforms and industrial and financial ecosystem.
First, attracts leading cosmetics company , becoming the key investment target of the new round of Oriental Beauty Valley. After the company goes public, it will increase investment and expansion, making Oriental Beauty Valley an ideal choice for enterprises.
Second, incubates cosmetics specialized and new enterprises . Based on the experience and resources accumulated in building the entire industrial chain, the cosmetics industry has begun to rise from large investment promotion, large communication, large channels, and large brands to the large scientific research competition logic of "specialized and new" and "small and micro-tips". It is looking for potential cosmetics specialized and new enterprises, and provides policy, capital and technical support to promote rapid growth and listing.
Third, creates a cosmetics investment and financing platform , and Oriental Meigu creates industrial funds with banks, insurance, venture capital and other financial institutions, including biomedicine strategic emerging industry funds, cosmetics special funds, angel investment funds that incubate emerging enterprises, etc.
Fourth, forms the cosmetics production and city ecosystem , opening up the domestic and foreign cosmetics industries, opening up the B-end production and C-end consumption of cosmetics, and opening up the industrial capital and financial capital.
In the past two years, the cosmetics industry has ushered in a round of industrial chain listing . In just half a year in 2020, more than a dozen beauty-related companies have successfully passed the IPO, and in 2021, there were more than 30 cosmetics-related companies. Under the COVID-19 pandemic, the beauty industry has become one of the few industries with highlights and is sought after by capital. At the end of 2020, there were 20 companies related to the beauty industry chain of A shares, with a total market value of 423.9 billion yuan. And , which was listed at the end of March 2021, has exceeded 100 billion in just over a dozen days.
The two leading companies that have been listed in the mainland in 2021, Aimeike and Betelni, also announced in June that they will go public in Hong Kong. According to the prospectus released by major listed cosmetics companies, the main actions of after listing financing are: to increase production scale, expand production lines; to develop new categories and create new brands; to invest and acquire from abroad. Taking Aimeike as an example, after raising funds, we focus on investments in medical beauty consumer goods and upstream and downstream investments. Huaxi Bio said: The funds raised will be used for the upgrading and transformation project of Huaxi Biotech R&D Center, Huaxi Tianjin sodium hyaluronate and related projects, and Huaxi Biolife and Health Industrial Park project.
Oriental Beauty Valley is in the period of detonation of brand potential, opening up the layout of the upstream and downstream industrial chains of cosmetics, occupying Shanghai's unique cosmetic consumption highland, and fully seizing the new round of investment of cosmetics companies after they go public. Oriental Meigu has established new preferential investment policies for investment in cosmetic listed companies, assisting listed companies in making matching institutional innovations in technology development and product development, making Oriental Meigu become the first choice for cosmetic listed companies to start a new round of growth, and becomes the incubator for new cosmetic companies to go public .
At present, Huamin Capital, a subsidiary of Oriental Meigu, has invested in companies including Laibo Pharmaceutical Cosmetics, Qizhen Technology, Mommy Quan Knows, Psychological Superman, etc. From the entire fund scale to the invested companies, the industry influence of the capital platform has not been outstanding. The capital platform has become a relatively obvious shortcoming on Oriental Meigu's road ahead. "Shanghai Cosmetics Industry High-Quality Development Action Plan" clearly states: Actively guide social capital to invest in the cosmetics industry chain. Support qualified enterprises to use multi-level capital market financing and explore the establishment of cosmetics industry investment fund .
Next, Oriental Beauty Valley built a capital platform to focus on three directions:
First, created a biomedical and cosmetics industry parent fund system , gathering the financial strength of Shanghai and Fengxian to form three branches including enterprise growth funds, small and medium-sized enterprise entrepreneurship funds and industrial-financial integration funds.
Second, Oriental Meigu and top domestic and foreign venture capital institutions established professional funds for biomedicine and cosmetics, and introduced venture capital institutions to settle in the park to provide precise incubation and investment and financing services for park enterprises.
Third, Oriental Meigu established a new fund with leading companies in biomedicine and cosmetics, , or introduced funds under these leading companies. The funds of leading companies' funds are accurately understood by the entire industry, which will help Oriental Meigu's capital layout and improve the incubation success rate.
Capitalization is a new test of Oriental Meigu's resource integration capabilities, affecting the next investment promotion results and upgrading and iterating the Oriental Meigu's cosmetics industry chain. Through capitalization, Oriental Beauty Valley has opened up new horizons, explored new asset value, redefined industrial strength, told new brand stories , becoming the core work on the road to becoming the world's cosmetics capital.
(3) Internationalization: "Three Terminals" + "Three Places "
Oriental Beauty Valley has become recognized as the "City of China's Cosmetics Industry", and is currently in the process of building the "Capital of the World Cosmetics". Oriental Beauty Valley moves to the "world's cosmetic capital" in fact, it is actually the internationalization path of Oriental Beauty Valley . From the perspective of the construction of cosmetics industries in various parts of China, the only way to compete with them and establish distinct differentiated advantages. From the perspective of the economic development trend of the entire Fengxian District, Oriental Beauty Valley must maintain stable growth, create a new growth track, drive the Fengxian city brand building with internationalization, and increase the proportion of economic contribution to Fengxian District.
Faced with the emergence of various cosmetic industrial parks across the country, why did Oriental Beauty Valley become the first one with the most potential to achieve internationalization? This mainly depends on two major factors.
The first factor is the external growth soil. Oriental Beauty Valley relies on Shanghai, the most international city in China. During the 14th Five-Year Plan period, Shanghai will make every effort to launch the "Shanghai Shopping" brand and accelerate the construction of an international consumption center city. Shanghai has been at the forefront of opening up to the outside world for a long time, and its number/quality of multinational companies, international consumption level, etc. have become the "hard backend" of Oriental Beauty Valley in internationalization .
The second factor is that after five years of development, has attracted international giants such as L'Oreal, Shiseido, Cosmetic, and Ruxin. At the same time, , the leading domestic companies such as Pechoin, Galan, and Shangmei have established in-depth cooperative relationships with cosmetics industrial park operators in Japan, South Korea, Europe and the United States. In addition, exhibitions and events with the "International Cosmetics Conference" as the core, grafting high-quality international resources, etc., have made excellent training for the internationalization of Oriental Beauty Valley, making the internationalization of Oriental Beauty Valley healthier and longer-term.
The internationalization of Oriental Beauty Valley is mainly reflected in the "three ends" and "three places".
"three-end" industrial supply chain end, brand cluster end, and consumer window end . The industrial supply chain end is based on Oriental Meigu to open up the entire industrial chain of R&D, production, packaging design, testing, marketing planning, brand promotion, etc., and provide full industrial chain services for multinational companies entering the Chinese market and Chinese companies entering the global market.
brand cluster end, Oriental Meigu has strong brand influence, attracts high-quality brands in the domestic and foreign biomedical and cosmetics industries through external investment and strategic cooperation, builds a brand matrix, highlighting the ecological advantages of the industry . Relying on the linkage between Meigu Meigo, the collection store and the Shanghai fashion industry, Oriental Meigu gathers international brands and specialized new brands to create a new birthplace of Shanghai fashion brands. It participates in global competition with the power of brand clusters, which is more conducive to promoting domestic brands to the global and accelerating the international brands to the Chinese market.
consumption window, Oriental Beauty Valley connects domestic consumption with international consumption, and realizes customized consumption in high-end and niche markets through big data, artificial intelligence, and industrial Internet. That is, it accelerates China's application of cutting-edge technology, highlights China's traditional production and manufacturing advantages, fully meets the differentiated and personalized needs of domestic and foreign users, gives China's consumption upgrades new imagination, and creates a new shopping experience of "buy globally and sell globally".
"Three places" refer to the first place of new products, the first store experimental place, and the technology conversion and trading place . The first place for new products, Shanghai is accelerating the construction of the "global new product launch site". Oriental Meigu has gathered a group of top domestic and foreign brands in the cosmetics industry. uses various conferences and forums such as the International Cosmetics Conference and the CIIE to link up online and offline through Jiukeshu, Meigu Meigu e-commerce platform and other online and offline linkages. Oriental Meigu is the first choice for new products to launch, consolidating Oriental Meigu's leading position in the industry and enhancing its position in the hearts of C-end consumers.
first store experimental location, Oriental Meigu closely grasps the new cosmetic consumption format, the trend of transformation and upgrading of cosmetics enterprises, relying on mature cosmetic consumption concepts, the huge market for cosmetics consumption in Shanghai, and Oriental Meigu's brand appeal, makes Oriental Meigu the first stop for domestic cosmetics enterprises to enter the Shanghai market, and become the experimental location for international companies to enter the Chinese market.Oriental Beauty Valley has established a cosmetics consumer ecosystem to give companies a broader space to open their first stores.
technology transformation trading location, Oriental Meigu builds a platform for scientific research and transformation to the market for the R&D technology of biomedicine and cosmetics. on the one hand matches corporate resources for the technology of colleges and universities and institutes, and on the other hand, establishes channels for the technology transfer or docking of colleges and universities . Oriental Meigu fully explores the key laboratories of the Ministry of Education, the Ministry of Education's Modern Preparation Technology Engineering Research Center, etc., to achieve win-win results between the government, Oriental Meigu, R&D institutions, and enterprises.
Summary: Oriental Beauty Valley's fully armed
branding has made Oriental Beauty Valley today's "China's cosmetics industry capital" and its ten billion brand status.
In the next five years, Oriental Beauty Valley will rely on capitalization to build an industrial fund matrix, attract listed companies, incubate specialized and new brands, and build and open up platforms with the power of capital;
will rely on internationalization to extend Oriental Beauty Valley's development space, create a new growth track for Oriental Beauty Valley, and arm itself with the power of innovation.
The new Oriental Beauty Valley takes branding as the core, capitalization and internationalization as the two wings, and builds Oriental Beauty Valley into the "world's cosmetics capital", telling the world a new story about the origin of the global beautiful world of Oriental Beauty Valley and its super IP.
The final conclusion
was first proposed in 2014 and started to be implemented in 2016. It has been 8 years since it was completed today. It can be said that the "8 years of War of Resistance" has made Oriental Beauty Valley a reputation as the "Capital of China's Cosmetics Industry".
is calculated as the official birth of Oriental Beauty Valley in 2016. The achievements of Oriental Beauty Valley in the past five years mainly include five aspects:
In terms of enterprise development, Oriental Beauty Valley Group relies on modern enterprise management systems to accurately grasp the market opportunities of the beauty industry and set an example for the high-quality development of state-owned enterprises.
In terms of industrial upgrading, Oriental Beauty Valley promotes the transformation and upgrading of Fengxian from agriculture, biomedicine to beauty industry, and builds the beauty and health industry into Fengxian's pillar industry.
In terms of brand building, Oriental Meigu introduced first-class cosmetic companies at home and abroad, held international cosmetics conferences, cross-border cooperation, etc., which enhanced Oriental Meigu's brand influence.
In terms of the consumption ecosystem, Oriental Meigu has created Meigu Meigu Meigu Plaza, Beauty and New Beauty Retail Store, etc., allowing consumers to purchase cross-border products quickly and at a discount, satisfying the one-stop shopping experience.
In terms of urban innovation, Oriental Beauty Valley has become Fengxian's comprehensive urban brand, a business card of Shanghai's beautiful health industry, and a model of national industrial and urban integration.
Today, facing the upgrading of the new round of beauty industry highland construction, Oriental Beauty Valley has reached a crossroads of development, facing challenges from four major aspects, including industries, cities, competitors and users:
First, the construction of beauty industry in various parts of the country has brought the entire industry to the risk of bubbles, intensified homogeneous competition, and endangered the industry leadership position of Oriental Beauty Valley.
Second, after being learned and imitated by too much in the industry, the differentiation of Oriental Beauty Valley is constantly being learned by the other party, and the brand potential has declined.
Third, Oriental Meigu is heading towards a double-line battle between the B-end and C-end. The B-end and C-end are not fully integrated, and there is still a considerable way to go in opening up the entire industrial chain.
Fourth, Oriental Beauty Valley is going to move towards the world's cosmetics capital, but the direction and path of internationalization need to be clarified and trench-territorialized, opening up new leadership and new impetus on a global scale.
Based on the above comprehensive analysis of the achievements and challenges faced by Oriental Beauty Valley, in the future, Oriental Beauty Valley will go healthier, longer-term and stronger, and focus on further efforts and layout from the three directions of branding, capitalization and internationalization: First, branding. Continue to strengthen Oriental Beauty Valley's investment in brand building, optimize the brand synergy of industrial, urban and park enterprises, establish a brand matrix for the head, waist and legs of beauty consumption, and enhance the international status of biomedical research and development.
The second is capitalization. Through the power of capital, empower investment promotion, incubate specialized and innovative, connect industrial capital with financial capital, and enhance the development vitality and capital closed loop of Oriental Beauty Valley.
The third is internationalization. Relying on Shanghai's unique advantages as an international metropolis, Oriental Beauty Valley has built a first platform for international cosmetics companies to enter the Chinese market and enter the international market through international industrial chain construction, international brand matrix construction, and international consumption leadership, making Oriental Beauty Valley the world's spokesperson for China's cosmetics industry.
The success of Oriental Beauty Valley is a successful practice of "industry, city, park and enterprise" and "four products integration". allows it to better accept the challenges and imitation of the new round of cosmetic industry highlands in various parts of the country. With the help of capitalization and internationalization, it is just around the corner to move towards the world's cosmetics capital, telling the world a new story of the origin of the global beautiful world and super IP of Oriental Beauty Valley.
Oriental Beauty Valley is ushering in the second golden period of development, promoting it to play an important role in the development of Fengxian and Shanghai's "14th Five-Year Plan". has become the brightest business card of Shanghai and even China's beauty and health industry, and has become the leader and leader of China's cosmetics industry to the international stage!
(This article comes from the Oriental Beauty Valley brand capitalization internationalization strategy of Jinkun brand marketing expert group "Oriental Beauty Valley: From China Makeup" The content related to the product industry capital towards the world's cosmetics capital is abridged. Jinkun is a nationally renowned brand service provider and chain Internet brand operator of industrial and urban park enterprises. He has successively provided guidance and services for more than 500 specialized and new enterprises, industry first brand, listed companies, city brands, and the Fortune 500 and the Fortune 500 in China. Shi Zhangqiang is a senior economist, founder of Jinkun brand, executive member of the Shanghai Federation of Industry and Commerce, and secretary-general of the Shanghai Brand Committee. He has in-depth guidance and serviced four top 100 billion beauty industry brands, including Shanghai Oriental Beauty Valley, Guangzhou Baiyun Meiwan, China Beauty Town and Beijing Future Meicheng.)
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