1. The aura of cutting-edge beauty is bleak and it has entered a difficult period
Since the beginning of this year, there has been a succession of news about the collapse of cutting-edge beauty brands:
In January, the domestic makeup brand IT, which was established in 2019'S Focus announced the closure of the store.
In August, the cutting-edge makeup brand Calle said that colorpedia issued clearance instructions.
In September, Fomomy, a local cutting-edge makeup brand, released a store closure announcement titled "It's not marketing, we're really out of business" on its official Tmall website.
The cutting-edge beauty brands that were once in full swing are facing a severe market test.
In the last 5 years, most of the successful cutting-edge brands have stepped on the dividends of traffic and social media, but now the probability of the rapid rise of cutting-edge brands is decreasing, and brands have also entered the era of stock competition. "Cutting-edge brands that have not yet been scaled up are facing the challenges of low consumer loyalty, focusing on subdivisions to polish high-quality products, and mining the essence of the brand. ”
In the next 5 years, the growth of cutting-edge brands will be in the first placeIn the context of dealing with many cutting-edge beauty, Yunfeishi, which focuses on the OEM, also paid attention to the dilemma of the development of cutting-edge beauty, and actively adjusted the company's strategic direction to meet the development needs of cutting-edge beauty.
2. To help the new talents, Yunfeishi set up a research and development innovation laboratory
As a niche category, disposable cosmetics not only have a high degree of recognition in appearance, but also have more advantages in cost than formal wear, which is the first stop for a cutting-edge brand.
In order to strengthen the development of new products, accelerate product iteration, and help cutting-edge brands open up the market situation, Yunfeishi has established an innovation R&D center.
It is understood that the production technology of Yunfeishi was first introduced from South Korea, and the choice to set up a R&D center in South Korea this time can be said to be based on the previous foundation and precipitation.
Yu Yi, general manager of Yunfeishi, said, "3-5 years ago, Korean cosmetics were very popular in China, and now Korean cosmetics still have certain advantages in packaging innovation and other aspects. We want to limit our vision of innovation beyond the domestic market. According to him, the South Korean R&D center may learn from Japanese products to do some innovations in the future. This is the main purpose of the establishment of the Korea Innovation Research Institute Center.
He also mentioned that in China, it will also be innovatively applied to disposable cosmetics through cross-border forms, such as packaging in the field of food and medicine.
Yu Yi said, "The research and development of secondary packaging is a relatively macro topic, which requires comprehensive consideration of packaging materials, material characteristics, molding methods, filling methods, production processes and other issues, which requires close cooperation of multiple links, and also tests the comprehensive quality of R&D personnel." ”
It is understood that there are 3 Korean researchers in the R&D center of Yunfeishi Innovation R&D, all of whom are from professional design or packaging companies in South Korea, and have 6-10 years of work experience in this field. This time, they will provide a more professional perspective and more diversified ideas for the development of new products. In addition, there are 2 project members based in China who are jointly responsible for the research and development of new products.
3. Make good use of long-term thinking to help cutting-edge brands open up innovative ideas
Yu Yi believes that the second throw is not a temporary heat, and there will still be a sustained growth in the next 2-3 years. With the intensification of market competition, the second throw will also enter the involution mode, and the homogeneous market competition will force the transformation and upgrading of the chain end, and the innovation ability is becoming more and more important to the survival of foundry enterprises.
The innovative perspective of Yun Fei Shi is not limited to one or the other, for example, starting from the consumer experience, obtaining first-hand use evaluation, and guiding the improvement and upgrading of disposable packaging. Starting from the packaging material itself, according to the characteristics of the material, experiment and explore different design schemes. Starting from the set packaging type, look for suitable packaging materials, molds, etc. Starting from the brand tonality, implement one brand and one plan, explore personalized selling points and so on.
It is reported that Yunfeishi has new projects every month to ensure that new products are launched every month, so as to ensure their enthusiasm and ability to innovate. From this point of view, the popularity of disposable cosmetics in the market is by no means a day's work, but stems from the accumulation and innovation support of the first chain end. At present, the hot trend of the cosmetics market is changing, but we have reason to believe that driven by the innovation of first-chain enterprises, cutting-edge brands can use the secondary throwing method to make the road wider and wider.