After four years of continuous transformation, Naturedo Group has successfully transformed from a traditional enterprise to a technology beauty company.
Recently, the local beauty giant Jialan Group officially announced that it has officially changed its name to "Shanghai Natural Hall Group".
On the pages of the group**, WeChat*** and Weibo, the new logo of "Nature Hall Group" has also been replaced.
Since its establishment in Shanghai in 2001, "Nature Hall" is a well-known brand under the group, and has been deeply rooted in the minds of consumers with the brand concept of "you are already beautiful".
According to its announcement, based on the needs of the group's strategy and planning, the name change will help further amplify the influence of the core brand "Nature Hall".
The name change has also made the industry pay more attention to the development strategy and history of Nature Hall Group.
How did it transform from a traditional company to a digitally-driven technology beauty company, and how did it maintain ...... performance growth in its 23-year development history?
It is not difficult to find that the pragmatic Natural Hall Group, with its vision always looking forward, has always grasped the general trend of the beauty industry, created value around consumer groups, and flexibly adapted, and has also become a "sample" of the industry where consumers are driving innovation.
The crowd is investing in **resources**.
Follow the crowd", this concept has always played an important guiding role in the strategic trajectory of the Naturedo Group.
Back in 2001, the group's brands "Meisu" and "Nature Hall" were launched one after another, but the actual promotion encountered resistance.
It is difficult for new domestic beauty products to have a place in major channels such as department stores and hypermarkets.
How can Naturedo Group break the situation?
Following the idea of "the crowd is investing resources in the first place", after a lot of analysis and demonstration, because of the huge market capacity and potential of cosmetics franchise stores, Nature Hall Group decided to take it as one of the important channels to intensively cultivate.
After two years of exploration, a unique win-win cooperation model and system have been formed, and finally in 2003, "Nature Hall" was successfully promoted to the leading brand of franchise store channels.
This strategy has helped the group achieve channel innovation, and it also became a milestone event in the domestic beauty industry more than 20 years ago.
In 2006, with the resources accumulated in the channel, Naturedo Group began to enter shopping malls and stores, becoming a big winner one step ahead.
After years of steady development, Naturedo Group has established a complete offline sales channel, and since 2013, it has gradually improved its online sales channels, and its e-commerce platform has also developed rapidly.
In the following 5 years, from "No. 4 beauty on the whole network" to "the head domestic brand of national beauty", Nature Hall has stepped out of its own "e-commerce rhythm".
At the beginning of 2019, Naturedo Group increased its online channel layout, combining "online cloud store + offline physical store" to reach consumers in an all-round way, leading the market share in multiple formats and giving full play to its omni-channel advantages.
Starting from the user's mindset, the group launched its digital transformation in 2020, hoping to fundamentally change the way it interacts with consumers and the way it manages its channel products.
With "digital retail" and the industry's first "one inventory" model, the company as a whole is driven to digital transformation, in accordance with the "10 business **, 20 digital operationalization, 30 marketing intelligence" to achieve overall transformation in three steps.
By building their own digital middle platform, accumulating data assets, and then precipitating them into the "private domain" of the enterprise, they have further explored the lifetime value of customers, achieved cost reduction and efficiency increase, and have a more flexible and closer to consumer marketing method, which allows Naturetang Group to occupy a better industry niche.
The natural hall group, which has revitalized its online and offline channel assets and consumer data assets, is expected to begin to reap the "compound interest" of global digitalization.
At the beginning of 2024, how to accurately understand market changes, keep up with the pace of the times, and achieve sustainable growth, based on a deep systematic understanding of the beauty industry, Naturedo Group is also predicting the direction of future changes in the industry.
At the group's recent annual meeting, the group proposed a new strategy30, focusing on beauty from four aspects: single focus, multi-brand, full format and internationalization.
It is worth noting that "follow the crowd and change the growth model together" has also reappeared in its strategic guidance.
The brand value around the crowd jumps.
Looking at the trends facing the beauty industry, the demographic structure of Chinese society is changing at a rapid rate to an aging population, showing a pyramid shape.
Focusing on issues such as "whether the target group can solve user needs and pain points", Nature Hall Group has already deployed.
In this regard, in its newly proposed "multi-brand" strategy, Naturedo Group has made it clear that "Naturetang" is the cornerstone brand, the four brands of "Beauty, Botanical Wisdom, Spring and Summer" and "Sasina" focus on market segments, and "Perfuyan, Self-Exit" focuses on the concept of scientific skin care efficacy, building a differentiated brand matrix.
In addition, it will also implement a mass category and channel strategy, covering all ages, different genders and other dimensions, such as providing diversified skin care and washing products from the head, face to the whole body for more than one billion mass consumers in the domestic market.
In terms of channels, it will also carry out the reconstruction and innovation of all formats, focusing on consumer needs, so that the target group can buy its products anywhere.
According to industry insiders, looking forward to the subsequent growth of China's cosmetics market**, the consumer group will expand to children, the elderly, men and other groups.
Starting from the mass consumer, which occupies a larger base, the products of the Naturedo Group can meet the needs of the whole family for toiletries, which is a leap in the brand value they hope to achieve. For example, young mothers who have been using Nature's Little Purple Bottle will buy children's skin care products of the 'Already Out' brand for their children's children, 'Meisu', an anti-aging brand product for female elders, and 'Nature' men's products for ...... men at home”
On the other hand, the new group name is conducive to driving the development of its whole business for mass consumer groups, further reducing the level of communication and strengthening the brand memory.
After 23 years of precipitation, the brand foundation of "Nature Hall" has been very solid, not only is it a well-known brand among domestic products, but also a high proportion of consumers are willing to repurchase the brand's products.
According to Kantar Consumer's "Insights into the Mental Performance of Facial Skincare Brands", since 2021, Naturetang has once again ranked first among domestic brands in Kantar Brandz China market in the facial skincare category for three consecutive years.
It can be seen that the new name of Naturedo Group is more likely to activate the attention of the audience and is more in line with consumers' expectations for the corporate image.
According to industry insiders, with the end of the era of demographic dividend, local beauty companies can only usher in the rise of new opportunities in the next 5-10 years by breaking through the restrictions of the target group.
In order to further consolidate its "territory" among the target group, Naturedo Group needs to highlight its brand expertise, especially in the competition of brand mind, and continue to invest in brand value, and this name change is an important step taken by it.
Consumer-driven innovation.
According to Euromonitor data, the per capita consumption of cosmetics in China in 2022 is 55$9, $235-$335 in the United States, the United Kingdom, Japan, and South Korea.
This shows that there is still a lot of room for growth in Chinese's per capita cosmetics consumption, but what the market needs is a brand that truly understands consumers and sincerely provides good products.
Since its inception, Naturedo Group has been well aware of this truth: domestic beauty products have a better understanding of the local market, and the products developed are more suitable for local and Asian people, which will translate into an advantage to catch up with international brands.
Therefore, Naturedo Group adheres to the consumer-driven innovation, develops ingredients and formulas according to the real needs of consumers, and uses leading cognitive and technological breakthroughs to drive product upgrades, helping it form a strong brand potential of "oriental aesthetics and cutting-edge technology".
In terms of product technology, since its establishment, Naturedo Group has adhered to the R&D strategy of "independent research and development and global cooperation" to ensure that its production formulas and processes are not only suitable for Asian skin types, but also synchronized with the world-class level.
Each product has undergone at least 60 scientific verifications from the selection of raw materials to meet consumers' requirements for quality, function and environment.
It is worth mentioning that in 2016, it cooperated with Labskin Creations, the world's top French ** laboratory, and became the first company in the world to use 3D bioprinting technology to print Asian**, which enables Naturedo Group to not only keep up with international trends, but also develop cosmetics that are more suitable for Asians**.
In 2019, with the polar yeast Himoine, Naturetang Group stood out in the involution of microbial skin care and even efficacy skin care track, which not only achieved a comprehensive surpass in skin care performance, but also a technical upgrade blow to the fermentation ingredient track, and the research and development of "Chinese ingredient" Himoine also broke the industry pattern of high-quality cosmetic raw materials being monopolized by foreign countries.
At the same time, Naturedo Group has accumulated heterogeneous resources brought about by digital transformation, so it actively uses digital technology to carry out consumer feedback, R&D and innovation, and continuously optimizes product formulations and improves production processes.
In-depth understanding of consumer needs and creating beauty products that truly meet market expectations have given Naturedo Group a taste of "sweetness" when expanding overseas.
Since the official launch of its overseas strategy in 2018, its product sales and brand promotion in the Asian market have gradually stabilized.
During the 2023 Double 11 period, "Nature Hall" won the first place in the sales volume of domestic brands on the two e-commerce platforms of Shopee and Lazada in Malaysia, and was also selected as the first place in the "Best Beauty Brand in China" by the Singapore beauty vertical **Beauty Insider.
Looking back on the development process of the Group, "following the crowd" has helped it find a strong traction, and the long-termism of the Group has always focused on creating value for consumers, providing a sample force for the development of the local beauty industry.
Today, it has the three advantages of "the whole industry chain, omni-channel, and all-domain digitalization", and has already aimed at new opportunities for the rise of popular brands.
Starting from the name change of Nature Hall Group, we seem to see a giant ship representing a local beauty brand sailing on the magnificent sea, with the goal of "becoming the first in China."
1. The world's leading technology and beauty company".