Text丨Chinese businessman Taolu Mumu
It took nearly 20 years for the foreign giant L'Oréal to build a strong fortress for the "face project" of Chinese men, but it was inadvertently broken by a Chinese brand. What's even more surprising is that compared with L'Oreal, which has a long history and a prominent reputation, Ximuyuan, who captured the "city wall", is only "four years old".
According to the Tmall list released not long ago, in the past year, Ximuyuan men's skin care sets have been ranked first in the hot sales, praise and repurchase list of Tmall's "men's skin care sets" category for a long time. Last year's Double 11, it was also Ximuyuan who took the top spot in the domestic product list of Tmall men's care industry.
From soap, Dabao to the current delicate boy and scientific skin care, in recent years, Chinese men have attached great importance to face projects, and various men's skin care series that have flocked to supermarkets, shopping malls, and e-commerce platforms can be seen. With the rise of the "male face" economy, the battle between local brands and overseas giants is becoming increasingly fierce, but why is L'Oréal's solid fortress built over the years being broken by a local rookie who has only been established for four years?
Obviously, Ximuyuan has identified the "pain point" of men's skin care: if you want to be minimalist, you must be scientific and effective.
How do you balance both? The answer given by Xi Muyuan is "return to common sense".
Studies have shown that male hormone levels are higher than women's, sebaceous glands are developed, and the amount of oil produced is twice that of women.
This is why men's skincare focuses on oil control and pore shrinkage. It seems that winning these two puzzles is half the success of the product. The truth is that over-cleansing will only destroy the ** barrier, exacerbate sensitivity, and bring more skin problems and discomfort experiences, which is the real problem of men's skin care.
Adhering to the brand purpose, Ximuyuan once again set its sights on the vast nature, and found in the literature survey that the extract of "Aurora Black Spruce" in the hinterland of the Arctic Circle is rich in polyphenols, essential fatty acids, phytosterols and other substances, which can inhibit the 5-reductase enzyme in the skin, thereby reducing excessive sebum secretion.
Product research and development has a foundation in this, but Ximuyuan knows that the effectiveness of a single ingredient does not mean that the product is fully successful. There is still a long way to go before nature's bounty is truly transformed into a product that can be used on a daily basis.
Under the concept of ingenious formula, the team dives into research. The samples were sent to the laboratory again and again, and after the theoretical "safety, effectiveness, and pleasure" was established, volunteers were clinically tested and followed up for observation. The results did not meet expectations, so I went back to the lab ......"From scientific research to clinical, from clinical to scientific research" has been repeatedly polished.
At the end of 2022, a men's research series with black spruce extract as the core formula was launched. The product achieved 96More than 9% praise, at the same time, the third-party test report issued by Beijing Technology and Business University Sanli Hui also further verified the product strength.
In the end, the series became the No. 1 domestic product in only one month after its launch, and surpassed international brands such as L'Oreal and Biotherm in two months and went all the way, finally occupying the first place in the men's skin care rankings.
This is just a microcosm of the R&D process of many of Ximuyuan's products.
In addition to the empowerment of advanced equipment and intelligent production, Ximuyuan has also established cooperation with the Pearl River Delta Research Institute of Tsinghua University, Jiangnan University, Southern Medical University ** Disease Hospital and many other universities, research institutes and tertiary first-class disease hospitals to continuously expand the "external brain capacity". Each of Ximuyuan's products, including the men's series, has the blessing of the above-mentioned software and hardware.
At the same time, in order to promote the implementation of efficacy "from scientific research to clinical", Ximuyuan has become a "efficacy testing madman" in the industry, and has completed a total of 717 human clinical efficacy tests, with a total of 13,396 people participating in efficacy testing. In 2023, the number of human efficacy test items completed will be as high as 331, and the number of people will exceed 5,000, which is not only far higher than the average annual average of enterprises of the same scale in the industry, but also greater than the cumulative number of enterprises in one year for many years.
At a time when men's skin care is nothing new, there have long been big brands from all walks of life eyeing this "blue ocean", and it is not easy for local brands to attack the city, and it is even more difficult to defend the city. In 2023, Ximuyuan's GMV will grow steadily, and its profitability will be further improved.
end——Welcome to pay attention to [China Business Taoluo], know the people, and read the legend of Taoluo.