Xinhuanet held the 2023 "New Domestic Products, New Power" theme event in Boao, Hainan Province on December 4. Han Shu and Yiye, a subsidiary of Shangmei Group, also attended the forum and discussed with everyone how domestic brands can gain new impetus, achieve innovative development and enhance their influence in the new economic environment. At the same time, Han Shu and Yiye were both rated as "Outstanding Cases of China's New National Product Innovation".
This time, being invited to participate in the 2023 New Domestic Brand Development Conference is not only an affirmation of Shangmei and Shangmei, but also a recognition, proving that they are the most competitive company in the domestic cosmetics industry.
Liu Ming, deputy general manager of Shangmei Group, said: "The concept that Han Shu has adhered to for 20 years is to let Chinese have youth and beauty. ”
A new cycle of consumption is coming.
Consumers have higher expectations for domestic products.
Promote Made in China to Created in China, from Chinese speed to Chinese quality, from Chinese products to Chinese brands", the "three transformations" in "Made in China 2025" have pointed out the direction and way for China's brand building.
Today, the young "Generation Z" is already the main force of "new consumption". Their unique aesthetics, confidence in the country's culture and the pursuit of high quality have promoted domestic brands to accelerate the pace of innovation and maintain their competitiveness with diversified design elements, cutting-edge innovative technologies and solid product quality.
In this context, the "New Domestic Products, New Kinetic Energy" 2023 New Domestic Brand Development Forum, under the guidance of the Brand Work Office of Xinhua News Agency, was jointly organized by Xinhuanet and Meifang, and jointly organized by Xinhuanet Mobile Internet Business Group and Xinhuanet client, calling on all national brands to jointly build products and brands in the new era and expand the influence and popularity of domestic products.
Shangmei is a local cosmetics brand, established for 21 years, from a cycle to a recovery, this is a well-known cosmetics brand, it shows how a great national brand is in the changes of the times, through innovation to gain new strength.
Brand, scientific research, channel comprehensive innovation.
Han Shu, a leaf flower to revitalize the vitality of the national brand.
Shangmei Co., Ltd. was founded 21 years ago, coinciding with the boom period of domestic cosmetics, but with the change of industrial pattern, the transformation of traffic outlets, and the continuous change of consumption patterns, major companies are increasingly aware of how important innovation is to their own development. How did Han Shu and Yiye re-examine their brand positioning and find a new strategy?
A dimension of brand creativity to radiate new groups with enhanced positioning. Under the trend of anti-aging, Han Shu raised his goal to "scientific anti-aging, skin care" in 2021, and put forward the slogan of "giving young people more confidence" to promote Chinese ingredients and China's scientific research power to the world. Yiye has been developing in the field of "repair +" in recent years, focusing on the field of "repair **", focusing on the "fresh vitality" that is the favorite of the younger generation.
The innovation of science and technology has made cosmetics a "chip". Liu Ming said: "The key to how to build chips for domestic skin care products lies in China's innovation, China's independent research and development, so that we can have our own technology, and let our brands and products become made in China." ”
In 2023, Han Shu developed Cyclohexapeptide 9, an anti-aging ingredient specially created for Chinese, making it more comprehensive, effective, stable, safer and gentler. Han Shu has carried out in-depth research and breakthroughs in formulation, and took the lead in formulating the group standard of "Synthetic Peptides of Cosmetic Raw Materials", realizing the leap from "refined" to "bigger", and promoting the standardized development of the industry.
In order to open up new channel space, build a full-link closed loop, and find new growth space. Today, Han Shu has made good progress in many fields such as live broadcast, short **, talent, talent, and short drama, and has become the leader of the domestic cosmetics industry. According to Feigua's statistics, Han Shu won the first place on Douyin in November, with sales reaching 440 million. At the same time, Han Shu's total sales on Douyin, from January to November 2023, have become the world's largest beauty brand, with total sales reaching 28500 million, among them, the popular Douyin product "Red Waist" is in the TOP1 position of the six major lists of Douyin, with omni-channel sales of more than 3.4 million sets.
Han Shu's 20 years is that China's cosmetics industry, from imitation to independence, and then to transcendence, has established a new set of standards and systems", Liu Ming said, Han Shu has found a new path in this cycle, rejuvenated his products, and led and represented the transformation of domestic cosmetics.
China's cosmetics industry, with these local skin care products, can rely on its own brand, with the leading technology and fashion innovation, to show the world China's strength.