started from 0, 5 years, 30 billion brand value, 60 billion industry revenue, the Oriental Beauty Valley, born in Fengxian District, Shanghai, interprets the brand myth of the global beauty industry. While becoming the vane of the national beauty industry, Oriental Beauty Valley has also become the target of 35 beauty industry clusters in 14 provinces across the country competing to learn or even surpass; Internet platforms, four Fortune 500 beauty giants, and three hundreds of billions of pharmaceutical companies are all honing their skills in the beauty business; not only that, a number of national, Shanghai, and related provincial and municipal industrial cities across the country Brand IPs have appeared one after another... At the moment when there is such a melee and fierce battle, how should Oriental Beauty Valley, as the top industrial city, be based in Shanghai, influence the whole country, and face the future to the world?
has built Oriental Beauty Valley into a source of beautiful world and a super IP Meigu interprets the brand myth of the global beauty industry. While becoming the wind vane of the national beauty industry, Oriental Beauty Valley has also become 35 beauty products in 14 provinces across the country, including Guangzhou Baiyun Beauty Bay, China Beauty Town, Beijing Future Beauty City, and Shenzhen Mawan Beauty Port. City Heights and 15 “Beauty Valley” industrial clusters across the country, including Southern Beauty Valley, Western Beauty Valley, Northern Beauty Valley, Huazhong Beauty Valley, and Shezhuang Beauty Valley, compete to learn, imitate and even surpass.
At the same time, Yunnan Baiyao, Pien Tze Huang, Amic, Huaxi, Yixian, Bethany and other top listed companies with a market value of 100 billion intend to build a highland for the beauty industry, Sequoia, Hillhouse , Alibaba , Byte, , Jingdong and other five trillion Internet giants have also begun to build beauty industry platforms, L'Oreal, Procter & Gamble, Unilever, Estee Lauder and other four world top 500 have also begun to lay out the beauty industry ecology. The three 100 billion enterprises , such as Nais, Liby, and Yangzijiang, are expanding the business of the beauty industry...
is not only that, but has opened up four types of brands in the industry, city, park and enterprise in the Oriental Beauty Valley and has become a super IP of Shanghai's urban brands At the same time, Shanghai Bay Area, G60 Science and Technology Innovation Corridor, Jiading Automobile City, Pujiang First Bay , etc., outside Fengxian District , etc. appeared one after another, and Future Space, Intelligent Networking, Yichuan Yanyu, Digital Jianghai in Fengxian District. and others have also appeared one after another. At this moment, how should Oriental Beauty Valley, a highland of the leading industrial city, be based in Shanghai, influence the whole country and face the future to the world? In the 1980s, the cosmetics industry began to take root in my country, and Shantou became the earliest highland of the cosmetics industry in my country. It once occupied 37.5% of the country's beauty and cosmetics brands, and its sales accounted for more than half of the country's sales. But today, Shantou's cosmetics industry has been unable to reproduce its former glory.
At present, the Oriental Beauty Valley is in a critical climbing period. On the one hand, must bear in mind the experience of the rise and fall of the cosmetics industry in Shantou, and on the other hand, it has to cooperate with the highlands of cosmetic production cities and 15 "beauty valley" industries in 35 cities in 14 province. The group competes on the same stage.
With Jinkun's years of brand guidance and industrial assistance, Oriental Beauty Valley has embarked on a development path of "production, city, park and enterprise" and "four products in one", and has held four consecutive Oriental Beauty Valley International Cosmetics Conference , to strengthen the brand influence both inside and outside the beauty industry and on a national and global scale.
is about to enter the second five-year period, Oriental Beauty Valley must maintain steady growth, consolidate the pillar position in the economic development of Fengxian , and carry the important task of Shanghai's beautiful and healthy industry business card, it is necessary to optimize the top-level design of the brand and open up the B-end Industry and C-end consumption, explore a new way of integrating the whole industry chain and the whole city chain of production and consumption city.
Based on this, Oriental Beauty Valley follows the " three " breakthrough, namely branding, capitalization and internationalization. The branding of
is built on the basis of the original "production, city, park and enterprise" and "four products in one". has created a new brand image of Oriental Beauty Valley with industry differentiation, brand potential, and regional hierarchy, highlighting the Oriental Beauty Valley. brand new potential. zThe capitalization of 8z
centers around the brand-centered puzzle of 10 billion yuan, the platform-centered blueprint of 100 billion yuan, and the ecological core of the trillion-dollar grand plan as a strategic guide, attracting leading listed companies, incubating , specialized and new enterprises, and building investment A financing platform to create an industrial ecosystem integrating industry, consumption and capital.
Internationalization Through , it creates the "three ends" of the industrial supply chain end, the brand cluster end and the consumer window end, as well as the "three places" of the new product launch place, the first store experiment place and the technology transformation trading place, and establishes a "buy the world, sell the world" "The shopping paradise, leading 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-year period, looking back at the past, facing the present, and looking forward to the future, we will accumulate strength to become the world's cosmetics capital and continue to write a magnificent chapter.
The "beautiful epic" of the transformation of traditional industries It ranks first among the three major business gangs and has the reputation of "Oriental Jews". The Chaoshan Merchant Gang is extremely talented in business, dares to do things, dares to be the first, and is good at trading. There is a folk saying: Where there is tide water in , there are Chaoshan people, and wherever there is money, there are tide 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, which indirectly contributed to Shantou becoming the birthplace of China's cosmetics industry.
Lafang, Proya , and Mingchen Health are the first three private cosmetics companies in the domestic A-share market, of which Lafang and Mingchen Health are from Shantou. In the 1980s, Shantou Cosmetics led the national cosmetics industry and gave birth to the first batch of domestic cosmetic brands , from the earliest Yaqian, Yajia , Xuerou, to the "Lafang" that most consumers are familiar with now. Dihua show ", " Lancer ", " Laiqi ", "BOB", "Chia" and so on.
Chaoshan Gang has become a force that cannot be ignored in the Chinese cosmetics arena. Lv Yixiong, founder of Hanshu, , Lv Nanming, chairman of Yalijie , Lv Hong Kong, founder of My Fashion Girlfriend, Wu Guiqian, chairman of Lafangjiahua , Chen Tinggui, founder of Wen Biquan , Tang Xilong, founder of Kazilan , Zhang Chubiao, chairman of Danzi Group, Chen Qinfa, founder of Mingchen, Zhou Zhaoyang, founder of Wanbang International, and Yang Zengsong, chairman of Xiandi, etc. have made great efforts in the field of cosmetics, making Shantou a great success in the field of cosmetics. Unrivaled status in cosmetic arena. When Shantou Cosmetics was at its peak,
owned 37.5% of the country's beauty and cosmetics brands, and its sales accounted for more than half of the country's total. "Made in Shantou" has become the label for Chinese cosmetics to go to the world. At the annual meeting of the Guangdong Daily Chemical Chamber of Commerce, Chaoshan dialect is the common language; the daily chemical products in Yiwu market are also developed by Chaoshan people . In the color cosmetics category at that time, Wanbang, Leqi, Qiwei, Shi Lulan, Qiaomeiren, etc. from Chaoshan accounted for more than 50% of the domestic production capacity of and .
Unfortunately, in the past ten years, Shantou's position in the field of cosmetics has been declining, and it has basically withdrawn from the main stage of industry competition. On the one hand, Shantou is constrained by the lack of land resources, which limits the intensive development of the industry; on the other hand, the fraud in Shantou is serious, and the shadow of the lack of integrity of the Chaoshan Gang lingers, which affects the investment in Shantou, even the Chaoshan Gang. In the eyes, Shantou is not an ideal investment place. In the long run, the development space of Shantou's cosmetics industry is limited. 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: Prequel to the Bay Area
In 1978, the Third Plenary Session of the Eleventh Central Committee was held, and Guangdong became the forefront of "reform and opening up". The difference between Guangdong and other places is that it is adjacent to Hong Kong and Macau, and there are many overseas Chinese. With its unique geographical location and policies, Guangdong has attracted a large number of foreign-funded enterprises, and Procter & Gamble is one of the representatives.
In 1988, P&G chose Guangzhou as its first stop in China. Procter & Gamble said, Guangzhou is adjacent to Hong Kong and Macau, 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 favorable conditions for attracting foreign-funded enterprises such as Procter & Gamble. Driven by Procter & Gamble and trade with Hong Kong, has strongly stimulated the demand for cosmetics OEM and trade in Guangzhou, making Guangzhou cosmetics OEM enterprises and trade enterprises spring up like mushrooms, gathering raw materials, packaging materials, etc. to cover the upstream of the cosmetics industry A group of companies in the supply chain and downstream wholesale commerce.
Entering the 1990s, Guangzhou ushered in the first peak period of the great development of the cosmetics industry. Following Procter & Gamble, Amway in the United States and Aosimi in Australia also entered Guangzhou successively. During the same period, local beauty companies in Guangdong began to rise, forming Yaqian Group (1989), Wanbang Group (1992), Liby Group (1994), Guangdong Mingchen (1994), Piaoying Group (1996) Year), Lafang Jiahua (1998), and Danzi Group (1998) became the "Chaoshan Gang" in the beauty industry.
Of course, we cannot ignore that after more than ten years of reform and opening up, residents have stepped out of subsistence consumption and ushered in consumption transformation. Residents are entering the awakening period of cosmetics consumption. The pursuit of beauty and fashion has become a new trend in consumption. At that time, large and small cosmetics companies, mainly the Chaoshan gang, flocked to the market, resulting in mixed good and bad products, and counterfeit and shoddy products were rampant; while European and American cosmetics, relying on mature product concepts, overwhelming advertising, won the trust of consumers and formed the Chinese people's love for them. Cosmetics' concept of "imported things are better than domestic ones". After more than ten years of development in Guangzhou cosmetics industry, Baiyun District stands out and becomes the "heart" of Guangzhou cosmetics industry. Only the cosmetics enterprises in Baiyun District account for 78% of Guangzhou, and the number of cosmetics industry enterprises accounts for one-third of the country. Sanyuanli is also the "heart" of cosmetics in Baiyun District. There are thousands of cosmetics shops, forming Xingfa Plaza, Yifa Plaza, Yifa International, Tai'an Plaza, Hongfa Plaza, Runfa Plaza, Shunfa Plaza and other seven major cosmetic markets. Since 2007, the Baiyun District Government has held the Baiyun Cosmetics Festival to speed up the construction of Baiyun Cosmetics' brand strategy.
However, it is a pity that after ten years of development in the cosmetics industry in Baiyun District, although has formed a consensus that "global cosmetics look at Guangzhou, Guangzhou cosmetics look at Baiyun", but they have fallen into the embarrassing situation of "high popularity and low reputation" , The phenomenon of counterfeiting in the cosmetics industry has become a big scar. In order to fundamentally reverse the image of cosmetics in Baiyun District and completely cut off stubborn diseases, in 2016, the first step was taken to launch the Asia-Pacific Metropolis project. economic growth pole. In the following year, Junhe, another cosmetics concentration center in Baiyun District, has few large-scale enterprises, few independent brands, high investment, high pollution, high energy consumption and low output value due to its unremarkable industrial form. Junhe draws on the successful experience of Zhejiang characteristic towns to create , a cosmetics characteristic town. In March of the same year, Junhe Sub-district Office signed the "Framework Agreement on Strategic Cooperation of Cosmetics Characteristic Town Project", specifying that the planned area of the core area is 3.8 square kilometers and the construction area is 1.8 square kilometers.
After two years of rectification and development of key areas, Baiyun District has gradually formed the idea of the future development of the cosmetics industry in Baiyun District. In 2018, the government of Baiyun District learned from the models of Fengxian District and Oriental Beauty Valley, and introduced the brand top-level design and industry bottom-level operation assistance services of Jinkun, a brand service provider of industry, city, park and enterprise in Oriental Beauty Valley, and established the cosmetics industry in Baiyun District. The development leading group formulated and issued the "Three-Year Action Plan for Quality and Efficiency Improvement of Baiyun District Cosmetics Industry (2018-2020)", and formally proposed to create an industrial brand of "Guangzhou Baiyun Meiwan".
Since then, "Baiyun Meiwan" has entered the historical stage of China's cosmetics industry.
2. Small town wind and cloud
(1) Broken Arm Survival in Mining Town
Daixi Town is an ancient town in the south of the Yangtze River with a thousand-year history. With its rich mineral resources, mining has long been the main source of local economic development and people's income. Source, the highest peak of is that more than 90% of farmers are mining . The side effects of mining are obvious, making the millenniumPieces of green hills in the ancient town were devastated, and the sky was covered by coal ash dust. In the worst case, the villagers dared not even open the windows.
After 2000, Daixi Town began to realize that the ecological damage and soil erosion caused by extensive over-exploitation would cause unimaginable disasters to future generations. To this end, Daixi Town began to struggle to start the measures to shut down the mining units, put forward the idea of "requiring land from the mountains", and opened the prelude to the establishment of the industrial park. The leadership at that time issued a "military order": as long as the digging, filling and moving day by day, these low hills and gentle slopes will surely flow gold and silver.
coincides with 2003, when Huzhou proposed a new model of comprehensive environmental management of old and abandoned mines according to local conditions. In 2005, under the background of ecological construction of "lucid waters and lush mountains are invaluable assets", Daixi Town launched a vigorous shutdown of all mines and units, and invested 120 million yuan for governance and ecological restoration. At the same time revitalize a lot of land. The Huzhou Municipal Government proposed at that time: "The ecology is the most important feature of Huzhou, and all our work revolves around this axis." The Huzhou Municipal Government's Industrial Concept: Mine governance solves the urgent problems of the moment, and industrial implantation Solve the problem of future sustainable development.
Then what industries are suitable to be implanted in Daixi Town?
(2) One person, one company, one town
Hou Juncheng , after doing a lot in the Yiwu Cosmetics Wholesale Market, established his own brand and established a production base, named Proya, with Hangzhou as the company's headquarters. In 2006, a friend accidentally invited Hou Juncheng into Daixi Town. At that time, Daixi Town had a new look, with 70% of the forest coverage area, and the water storage capacity was comparable to that of the West Lake. These advantages easily impressed Hou Juncheng and decided to establish a production base in Daixi.
The entry of Proya provides a new direction for the industrial transformation of Daixi Town. Since 2009, Proya has achieved rapid growth of 20%-30% for 6 consecutive years since it was put into production, and expanded the production area from the original 155 mu to 300 mu. By 2015, Proya had entered the top three domestic cosmetics industry. Driven by Proya, Daixi introduced leading companies such as Minuo Daily Chemical, Chucheng, Huatian, Hesheng and other supporting companies to form a relatively complete cosmetic 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 Daixi Town, Huzhou City, Zhejiang Province. A month before that, 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. Hou Juncheng saw the policy dividends of establishing a characteristic town, and intends to make the beauty in the characteristics of Daixi Town, making Daixi Town a beauty town in China. Hou Juncheng,
did what he said, and after communicated with the local government for less than 3 months, in August, the two sides officially launched the establishment of the beauty town . About 2 months ago, on October 15th, China Beauty Town held the world's first press conference at the Louvre Museum in Paris, France. Hou Juncheng promoted the beauty town as the general consultant.
Since then, the brand top-level design of China Beauty Town has surfaced. According to the plan, China Beauty Town will focus on building a whole industry chain led by cosmetics production. In the production of cosmetics, it will develop and produce skin care products, make-up products, perfume products and other ancillary products. In the product exhibition and sales, will develop exhibition industry and leisure tourism, plan to build the world's largest cosmetics-themed museum, etc., relying on attractions such as the spice and botanical garden in the town to create a "one-day tour of China's beauty town", etc.
3. Legend of the Shanghai School
(1) Who is the leader of Fengxian's economy
" Historical Records · Confucius Family " records: " Confucius used poetry, books, etiquette, music, and education, and his disciples covered three thousand, and he was skilled in six arts. There are two people in the seventy." "Seventy-two sages" disseminated the Confucian thoughts and theories through lectures, of which the ninth is now Yanyan, and the last stop for lectures in his later years was the ancient land of Fengxian, which has been respected by the local people until 1726. When Fengxian was established as a county, it was named "Fengxian" in memory of Yanyan.The meaning of "sage". For a long time, agriculture has always been the leader of Fengxian's economy. Until 2000, after Fengxian was removed from the county and divided into districts, it was planned to gradually reduce the proportion of agriculture in Fengxian's economy. It also originated from the fact that Fengxian was speeding up the construction of a new city. , the industrial land in the park is decreasing, and the industrial land has dropped sharply from 18.49 square kilometers to 5.95 square kilometers. This requires changing the nature of excessive agricultural land and matching land use to more efficient industries. In this context, Fengxian District is aimed at the biotechnology industry. As one of the nine major municipal development zones in Shanghai, Shanghai Fengxian Modern Agricultural Park has been upgraded and transformed into a Biotechnology Park in Shanghai Fengxian Economic Development Zone. The park covers an area of 20 square kilometers and is divided into production The 2008 financial crisis hit the agricultural deep processing enterprises, and the biomedical enterprises performed well. This is further strengthened, Fengxian's reputation in the field of biomedicine has been greatly strengthened. Confidence. In 2009, the Shanghai Municipal Government wrote the development of advanced manufacturing industries into the government work report, and clarified the direction of Shanghai's economic transformation, which provided fertile ground for Fengxian's development of the biotechnology industry and pointed out the direction. Therefore, the Fengxian District Government further clarified direction, focusing on the development of the biomedical industry, including the fine chemical industry. In order to cooperate with the development of the biomedical industry, the park will eliminate or relocate agricultural products, clothing and textiles, logistics and industries that do not match the industrial positioning. In order to attract scientific and technological enterprises, the park has successively established a biomedical technology transfer center, an academician and expert workstation, established an industry guidance fund, a biomedical industry development company, a biomedical professional fund, a biomedical incubation platform and other public service platforms. 。 The park solves the difficulties of talents, technology, capital, declaration and consultation for enterprises in an all-round way, attracting enterprises such as Shangsheng Institute, Raisin Blood, Gebaide, Mingyuan Shukang, Galan Group and other enterprises to settle down one after another. The park is maturing and reserves a large amount of R&D technology and human resources for Fengxian District in the field of biomedical technology. (2) The prequel of Oriental Beauty Valley In 1992, Shanghai issued a policy to support multinational companies in establishing headquarters economy, becoming the first in the country to develop attraction Regional pilot work for multinational companies. Attracted by this favorable policy, a number of multinational companies have gradually established headquarters in Shanghai, including European and American cosmetics giants. In 1997, L'Oreal opened a China General Representative Office in Shanghai, and In 2005, the R&D and innovation center was established in Shanghai, and the second phase of the R&D and innovation center was established in 2010.
In July 2002, Estee Lauder established , a wholly-owned subsidiary of in Shanghai. In addition, Unilever, Johnson & Johnson, Korea Amore Taiping Foreign beauty and skin care, and daily chemical groups have set up their headquarters in Shanghai.
is particularly noteworthy. In 2000, Nu Skin Group of the United States prepared to build the first production base of personal care products in mainland China in Fengxian. In 2014, the first overseas regional headquarters, the Greater China Innovation Headquarters Park, was settled in Fengxian. In 2002, the Italian cosmetics OEM company Intertek acquired the Spanish-owned Shanghai Masats Pencil Company, changed its name to Interfill Cosmetics, and settled in Fengxian. In 2004, COSMAX, a Korean cosmetics OEM/ODM company, established its Chinese headquarters in Shanghai. First, it leased a factory in Shanghai. Later, due to business growth, it had to consider building its own factory. In 2008, COSMAX established its first factory in China in Fengxian Industrial Comprehensive Development Zone. Before
, for a long time, Guangzhou was the carrier of the needs of international cosmetics OEM enterprises, but due to the scattered industry, low-end technology, and rampant counterfeiting, international cosmetics OEM giants began to relocate. At this time, Shanghai has become the new choice of international cosmetics OEM giants in China. Shanghai has disciplines related to the cosmetics industry, including Shanghai Jiaotong University, Fudan University, East China University of Science and Technology, and Shanghai University of Applied Sciences, which provide talents for multinational cosmetics companies to do research and development. Fengxian's biotechnology park operation model is becoming more and more mature, providing full production for multinational cosmetic companiesindustry chain support.
In 2009, Fengxian Biotechnology Park transformed into fine chemical industry, and Fengxian cosmetics industry ushered in the first small upsurge. With the development of the past 5 years (until 2014), a relatively complete industrial cluster has been established, covering beauty and skin care products, perfume and daily chemical products, health care products, biomedicine, etc. R&D enterprises of independent brands such as Interfiler and Chuangxin; packaging materials enterprises such as Inoue Xinyi, Deku Kubota, and Galipai; and manufacturing enterprises such as COSMAX, Leisheng, Natural Hall, , and Zhixin Bio.
Where should the cosmetics industry in Fengxian District go next? On November 19, 2014, Fengxian District specially held the "Beauty in Fengxian" Cosmetics Industry Chain Development Seminar, at which first proposed the concept of "Oriental Beauty Valley", indicating that Fengxian's cosmetics industry is opening a new chapter , which will also mean that the pattern of China's cosmetics industry 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 city parks and enterprises, Oriental Beauty Valley has gradually opened the curtain of building the country's largest beauty industry with a value of 100 billion.
Summary: From Shantou to Guangzhou, from Huzhou to Shanghai, batch after batch of reformers witnessed and worked hard to push the cosmetics industry from a supporting role to a protagonist in China's consumer map, contributing to the development of China's cosmetics industry. Long prosperity laid the foundation .
With the improvement of the construction of China's cosmetics industry chain, the maturity of the concept of cosmetics consumption, and the enhancement of the comprehensive strength of cosmetics enterprises, China's cosmetics industry will also open a new chapter, and a more legendary and beautiful epic will be staged on the land of China!
The most beautiful era of "competitiveness and beauty"
According to the incomplete statistics of the Jinkun Beauty Expert Group, 35 cities in 14 provinces across the country have begun to fully deploy the beauty and health industry, achieving a comprehensive coverage of the east, west, north, south, and central regions. However, the construction of the beauty industry in most cities is still at the stage of "big thunder and little rain". On the whole, the national beauty industry has formed two camps and levels. The first level of belongs to brand, business, production, scientific research, and consumption attributes, such as Shanghai Fengxian , Guangzhou Baiyun, Huzhou Wuxing, Beijing Changping and Shenzhen Qianhai; the second level of , belonging to raw materials, bases, regions, enterprises, and track attributes, such as Xinjiang Yili, Hunan Hengyang, Fujian Pingtan, Hubei Huangshi, Chongqing Tongliang, etc.
focuses on analyzing the construction of the cosmetics industry in Guangdong, Zhejiang, Beijing, Fujian, Hubei, Hunan, Chongqing and other places based on the combination of new and old forces with polar attributes.
1.Guangdong: Nine Heroes Fight for Hegemony
Guangdong Province occupies half of China's cosmetics industry. Data shows that there are more than 1.08 million domestic non-special use cosmetics in Guangdong, 5016 special-use cosmetics administrative license approvals, and the number of cosmetics companies accounts for about 60% of the country. . The fertile ground for cosmetics in Guangdong Province has remained highly active, and many regional cosmetics industries have emerged, large or small, including Guangzhou Baiyun, Guangzhou Huadu, Guangzhou Huangpu, Shantou, Zhaoqing, Zhongshan, and Foshan. , Zhuhai , Shenzhen and other are trying to leave their own footprints in the process of China's cosmetics industry and play a unique role.
Among them, the ones with the highest gold content are Guangzhou Huangpu District and Guangzhou Huadu District, except for the above-mentioned Guangzhou Baiyun District.
Guangzhou Huangpu District proposed to create "five grains" in the "14th Five-Year Plan", which are Zhigu, Hydrogen Valley, Medicine Valley, Meigu, and Nano Valley. Among them, "Meigu" is the cosmetics industry of Huangpu District. Standard Shanghai's "Oriental Beauty Valley" to create a "Southern Beauty Valley". Guangzhou already has a more mature “Baiyun Meiwan” second only to Oriental Beauty Valley in the country.Where does Pu District have the confidence to build a cosmetics industry highland like "Southern Beauty Valley"? According to
data, in Huangpu District has 66 licensed cosmetics production enterprises and 377 cosmetics trading enterprises with a registered capital of more than 100 million yuan. A large number of leading beauty companies such as Procter & Gamble, Amway, Blue Moon , Marubi , Uniasia, and Jordanes have gathered; at the same time, Huangpu District has obvious advantages in the field of high-end daily chemicals and cosmetics. The output value of high-end cosmetics industry exceeds 40 billion yuan, accounting for 50% of Guangzhou City.
According to the plan, the core location of "Southern Beauty Valley" covers an area of about 473,000 square meters, forming four characteristic beauty industry parks with a total construction area of more than 2 million square meters, gathering high-end intelligent production and high-end beauty industry There are two major industrial clusters of R&D and business office, focusing on building "five platforms" such as an industrial development platform, an industrial resource platform, an industrial incubation platform, an industrial service platform and an industrial policy platform, providing development support for enterprises and introducing R&D centers, design Center, third-party testing center, safety evaluation center, efficacy evaluation center, display experience center, marketing center, service center and entrepreneurial guidance center, etc. "nine centers", opening up the "four major links" of research and development, raw material procurement, production, and sales .
On the whole, Huangpu District enterprises form the characteristics of "three big and three many": large enterprise scale, large output value, large industry influence; many foreign-funded enterprises (including Taiwan, Hong Kong and Macao enterprises), many independent brands, and many core technologies. , which has brought new development opportunities for Huangpu District to create a "Southern Beauty Valley". According to the plan, the future "Southern Beauty Valley" will become an internationally renowned industrial landmark, park brand, and a gathering place for internationally renowned brands. As the second largest national economic development zone in the country, Guangzhou Development Zone and Huangpu District, the second largest administrative area in Guangzhou, it is twice the GDP of Baiyun District, the fifth largest district in Guangzhou, and is the same as Shanghai, the district where Shanghai Oriental Beauty Valley is located. Four times that of Fengxian District, it is ready to invest 10 billion at the first step to build the country's largest highland of beauty products with a production of 100 billion. Due to the lack of clear top-level brand design and bottom-level operation of the industry, it is a pity and shock for . Dong Shi frowned and called the Southern Beauty Valley after the 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. The name
is the strategy, and the imitation of the name of is the imitation of the strategy. If the strategy is wrong, the battle will be lost without a fight.
The name is the brand. The cottage will never become the number one brand, and the big cottage is even making wedding dresses for others, so it is difficult to get ahead. The name
is the top-level design. Without a top-level design, has no bottom-level operations, and therefore it is easy to become a chicken rib.
is located in Huadu District, known as the "North Gate of Guangzhou". It has two hubs, Baiyun International Airport and Guangzhou North Railway Station. It is the location of Guangzhou International Air-Railway Hub and the main battlefield for hub construction, forming a unique transportation by water, land and air. The advantages provide favorable conditions for the industrial development of Huadu District, including the cosmetics industry of Guangzhou's traditional industries, making Huadu and Baiyun the two cores of Guangzhou's cosmetic products. As early as 2013, Huadu was awarded as the "China Cosmetics Industry Capital", and in 2019, it was awarded the "China Beauty Capital" .
Huadu's cosmetics industry is mainly based on "one core and four gardens". "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. The role of cosmetics companies in the beautiful living room". The "four parks" refer to the Western Huadu International Advanced Manufacturing Industrial Park, Xinya Jinghu Industrial Park, Huashan Overseas Chinese Industrial Park, and Xiu Xinhua Industrial Park, which jointly promote 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", and gradually moved towards cluster development, industrialization, and large-scale operation. , Guangdong Beauty Smart Valley Industrial Park, Meidong Industrial Park, and Far East Beauty Valley were established. According to the plan, it is estimated that in 2022, the output value of Huadu cosmetics industry will exceed 30 billion yuan, with a scale ofThere are more than 100 cosmetics industry enterprises and more than 300 cosmetics wholesale and retail enterprises above designated size, making it an "international cosmetics industry meeting room" and launching the "China Beauty Capital" brand.
Zhongshan City is an important city in Guangdong's cosmetics industry. As early as 2008, it was awarded the title of "China's Cosmetics Industry Capital". At present, the brand development strategy of "Zhongshan Beauty Cosmetics" has been clarified. Up to now, there are more than 17,000 major players in the cosmetics market in Zhongshan, and they have certain competitive advantages in toothpaste, lip balm, sunscreen, facial masks and other products. In the past three years, the annual output value is 10.4 billion yuan in 2018, 11.5 billion yuan in 2019, and 12.4 billion yuan in 2020, of which 12 enterprises have an annual output value of over 100 million yuan. According to the plan of Zhongshan Municipal Government, it will build a cosmetics industry R&D, production technology incubator park in Cuiheng New District and Nanlang Town, and build a modern professional park for cosmetics related products (beauty instruments, packaging materials) and services in Sanxiang Township. Nanlang Town is the core bearing area. Relying on "one center and one resort", Nanlang Town has built a biomedical center in the Greater Bay Area and a coastal international business, cultural and tourist resort, attracting more than 30 cosmetic companies to settle in.
The Zhongshan Municipal Government has clearly made every effort to build the "Zhongshan Beauty Makeup" alliance brand. By establishing the "Zhongshan Beauty Makeup" cosmetics alliance (group) standard system, it will explore creating a "Zhongshan Beauty Makeup" publishing platform, integrating fashion and cultural tourism into one, improving the "Zhongshan Beauty" brand effect. Zhongshan City explores and cooperates with the Hong Kong Cosmetics Association, and establishes a Hong Kong-Zhongshan biomedical collaborative development cooperation mechanism through platforms such as the "Hong Kong-Zhongshan Health Forum". The ambition to "revive 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 opened the city's first cosmetics professional parkGuangdong Hongguang Biotechnology Industrial Park. The industry in the park is highly focused on the cosmetics industry, and is positioned as a biotechnology high-end cosmetics R&D and production center in the Guangdong-Hong Kong-Macao Greater Bay Area. It covers an area of about 200 mu and plans to invest about 2 billion in total. Hongguang Group values the development opportunities in the Guangdong-Hong Kong-Macao Greater Bay Area. , cosmetics industry transformation and upgrading, through R&D, testing and other public service platforms, manufacturing, sales and logistics distribution, four major functions of service support, boosts the high-end cosmetics industry in Zhaoqing High-tech Zone to achieve a scale of 100 billion production capacity.
Although Guangdong Province has an absolute competitive advantage in the cosmetics industry, it is not a small shortcoming in the daily chemical sub-sector, and it is in a state of "barbaric" and "stocking". In 2017, Foshan Sanshui District built a daily chemical industry base, ending the history of no daily chemical industrial park in Guangdong. 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 gathering area in Guangdong and even South China.
After more than 3 years of development, Foshan has gathered a group of high-quality daily chemical companies, including the Beihao Global Mask Culture and Creative Park built by Taiwan Beihao Group with an investment of 1.1 billion yuan. After completion, it will become the world's largest production base for facial masks. The output can reach 6 million pieces. It is worth noting that many daily chemical companies in Foshan come from Baiyun District of Guangzhou and its surrounding areas, which is convenient for connecting the upstream raw materials, packaging and other links of Baiyun cosmetics industry, and the developed downstream distribution system. Foshan's geographical advantage has seized the soft underbelly of Guangdong's cosmetics industry and created a good business environment, allowing Foshan to occupy a place in the cruel competition of Guangdong's cosmetics arena.
The characteristics of Zhuhai's cosmetics industry are established in the field of biomedicine, and the cosmetics industry is developed through medical transfer to beauty and medical extension of beauty. The biopharmaceutical industry is one of the six pillar industries in Zhuhai, forming a biopharmaceutical industry system with pharmaceutical manufacturing as the main body, medical equipment as the support, and health care products and cosmetics as the features. Zhuhai City clearly proposes to leverage the cosmetics industry with "medicine and health care" and make a difference in the medical beauty track. In addition, the foundation of Zhuhai's cosmetics industry is not bad. It has one of the top ten cosmetics shop OEMs in China, and Gaolan Port Economic Zone has formed a beautiful and healthy industry cluster for beauty, health food, high-end daily chemicals and other industries. The position of Zhuhai in the future cosmetics industry is worth looking forward to.
On July 22, 2021, the Shenzhen Municipal Government officially announced the creation of a nationally leading and world-renowned "Medical Beauty Capital", which means that Shenzhen has made a clearrole of the product industry. The "Action Plan on Promoting Consumption Expansion and Quality Improvement and Creating New Consumption Demands (2021-2023)" issued by the Shenzhen Municipal Government proposed to expand the supply of high-level medical and health services, plan the construction of an international medical city, and standardize medical beauty services.
After several years of medical aesthetics rectification, under the guidance of new technology and new consumption, Shenzhen has created a full-chain medical aesthetics service and formed a comprehensive highland for the internationalized industry of medical aesthetics services. has been designated as an international consumption center and a global duty-free goods distribution center in Qianhai. It supports Qianhai to build a global duty-free goods distribution center, and is expected to become a carrier for Shenzhen Medical Beauty. Based on the strategic position of Qianhai in the construction of the Guangdong-Hong Kong-Macao Greater Bay Area of the country, it carries the function of a world trade hub, giving Qianhai more room for imagination in the layout of medical beauty and the entire cosmetics industry. Qianhai is expected to become the development of Guangdong's cosmetics industry. the largest variable in . Also under the guidance and assistance of Jin Kun, "Mawan Meigang" will also be ready to come out.
2.Zhejiang: Three pillars stand together and start "Zhejiang-made beauty"
Zhejiang is a major province in the cosmetics industry in my country. There are more than 550 cosmetics manufacturers, ranking second in the country, and online sales of cosmetics are the first in the country. The output value of cosmetics industry , import and export volume, and the number of registered products ranked third in the country. At present, Zhejiang Province has formed two major cosmetic industry development clusters, including Hangzhou and Huzhou skin care and cosmetics industry clusters and Jinhua color cosmetics and cosmetics industry clusters. "Zhejiang Beauty Cosmetics" has stood in the first phalanx of the development of the national cosmetics industry.
Under the professional guidance of Jinkun, a brand service provider of industrial city parks and enterprises, "Zhejiang Cosmetics Industry High-Quality Development Implementation Plan 2020-2025" was released and proposed that by 2025, the annual sales revenue of the cosmetics industry in Zhejiang Province will reach 200 billion yuan, cultivate There are 3 industry-leading companies with annual sales revenue of more than 10 billion yuan, and more than 5 international well-known brands. Zhejiang beauty brand products account for more than 25% of the domestic beauty market share. Makeup, ecological beauty" is the main direction of attack, and it has launched a batch of high-tech and high-value-added boutique cosmetics, as well as a batch of special cosmetics rich in local culture and national colors.
From the perspective of Hangzhou, it is considered to be the "third level" of China's cosmetics industry after Shanghai and Guangzhou. Hangzhou ranks fifth among the hot spots of domestic cosmetics consumption in 2020. Among the top ten cosmetics department store retailers in the country, there are two in Hangzhou, namely Intime Department Store and Hangzhou Tower. There are two leading domestic cosmetics companies in Hangzhou, one is Proya represented by traditional forces, and the other is Huaxizi represented by new forces.
Hangzhou has advantages that cannot be matched by other regions in the cosmetics industry. The location of Alibaba's headquarters has the right to speak in the field of e-commerce, leading a new round of online cosmetics consumption. Many cosmetics companies have settled in Hangzhou, which is precisely the e-commerce resource of Hangzhou. It is close to Alibaba and has specially set up a marketing center. Hangzhou's huge consumption volume and entrepreneurial and innovative environment allow cosmetics companies to set up R&D centers locally, shortening the distance with customers, and getting feedback from the market as soon as possible.
Huzhou has become the golden sign of Zhejiang's cosmetics industry with its "beauty town". After 5 years of development, the "Beauty Town" has gathered more than 150 cosmetics production and supporting enterprises, including the leading company Proya, the retail chain pioneer Guerlain Beauty, the well-known Korean cosmetics company Hanfo, Asia's largest packaging material company Yanyu, the United Kingdom The royal brand Posico, the French aromatherapy brand Kinberg, and the fragrance research and development company Lelfu, etc. The beauty town has also built a testing and R&D center, a beauty academy, a beauty museum, a technology incubator, a beauty science and technology innovation center, a scene commercial street, and an online celebrity live broadcast center, becoming the third largest beauty industry highland in China.
According to the plan, 's "beauty town" will gather 300 cosmetics and supporting projects in the next ten years (including more than 100 cosmetics manufacturers), with a total investment of about 45 billion yuan. -50 billion yuan, tax revenue of 3-5 billion yuan, to create a "new highland" for industrial agglomeration, a "new model" for industry-city integration, a "new magnetic field" for talent agglomeration, "new energy" for resource pooling,Rural revitalization "new engine", quality supervision "new model". Under the background of the great integration of the Yangtze River Delta and the construction of beautiful towns, the "beauty town" will continue to upgrade the beauty industry, improve the ecosystem of the entire industry chain, and integrate industrial brands with urban brands, aiming to create a beautiful town with industrial characteristics direction of progress. Jinhua, as the carrier of the color cosmetics industry in Zhejiang Province, more than 90% of the production enterprises are engaged in the production and manufacture of color cosmetics items. Yiwu, a subsidiary of Jinhua, has become an international small commodity trading capital, driving Jinhua to become one of the earliest distribution centers for the development of the cosmetics industry and international trade in the country, and the main production and processing area for color cosmetics in Zhejiang Province and even the whole country. According to the data, Jinhua currently has 287 cosmetics production enterprises, accounting for 58.57% of the province; 101 cosmetics-related supporting enterprises; it has a comprehensive wholesale market for cosmetics import and export, and basically forms an industry covering cosmetics production, sales (online and offline), and logistics. chain.
For a long time, Jinhua City Cosmetics faced an embarrassment, the number of production enterprises accounted for nearly 60% of the province, but the output value only accounted for 1/3. To this end, Jinhua gradually improved this embarrassing situation through the two major directions of "one loose and one tight". First, the support policies are loose. For example, Jinhua has been approved to set up a filing acceptance point for imported non-special-purpose cosmetics. Enterprises can go through the filing procedures for imported non-special-purpose cosmetics at their doorstep, which greatly improves the efficiency of import approval. Second, Jinhua strengthened strict supervision and established the construction of a closed-loop supervision system for comprehensive inspections in the field of "1+4+x" during and after the event. "1" means "a cosmetic business entity", "4" means "cosmetics + registration items + trademark advertising + annual report credit supervision" four must-check lists. Through efforts in these two directions, Jinhua will consolidate the industrial foundation, release the effect of industrial agglomeration, enhance the construction of its own brand, and realize the upgrading of Jinhua from a large cosmetics market to a strong market.
2, Beijing: The main brand of scientific research, sitting on the great northern
At the end of May 2021, Changping, as the only beautiful and healthy industry development cluster in Beijing, officially released under the professional guidance of Jinkun, a brand service provider for industry, city, park and enterprise The development plan of "Future Beauty City", a highland of 100 billion beauty industry, focuses on six major fields, including plant-specific resources cosmetics, customized production pilots, and new cultural and creative beauty. This is the first government-led cosmetics in the northern region of China. Industrial clusters . At the same time, the "Ten Policy on Beautiful Economy" was introduced, which is the first district-level policy document in Beijing to specifically support the development of the beauty and health industry.
The characteristics of "Future Beauty City" are reflected in "one core, two parks and four highlands", that is, "one core" is the "core area" for scientific and technological innovation in the beautiful and healthy industry. Focusing on the beauty and health industry, four major public service platforms, namely basic research, achievement transformation, R&D testing, and inspection and testing, are established; the "two parks" are to build Xiaotangshan Beauty Intelligent Manufacturing Park and Xiaotangshan Beauty Innovation Park; the "four highlands" are based on Driven by the construction of "one core" and "two parks", Changping has been built into the source of Jingyan's innovation strategy, the first place of Jingyun national makeup, the incubation and cultivation place of Jingpin products, and the main position of Jingcai intelligent manufacturing.
Among the hot cities in China's cosmetics market in 2020, Beijing ranks first . Beijing is speeding up the construction of an international consumption center city and expanding the scale of the cosmetics consumption market. Changping District relies on the research and development advantages of the "Life Valley" of the future science city and the transformation of the "Three Cities and One District" of the Beijing International Science and Technology Innovation Center. The gathering of resources from colleges and enterprises in the district is an advantage that other beauty industry parks cannot match. These give Changping unlimited imagination to create a cosmetics industry.
3, Fujian: Mainly playing cross-strait cards, linking Taiwan sea and land
Fujian Pingtan Comprehensive Experimental Zone is located on Pingtan Island, the fifth largest island in China. In July 2021, the Pingtan Comprehensive Experimental Zone released the "Implementation Opinions of the Pingtan Comprehensive Experimental Zone to Promote the Development of the Beauty Industry" and "Several Measures for the Pingtan Comprehensive Experimental Zone to Promote the Development of the Beauty Industry", and announced to create a "cross-strait beauty island" .
Pingtan's release of these two cosmetics policies shows Pingtan's determination and confidence in developing cosmetics. Improve the quality and efficiency of the cosmetics industry (2024-2025), plan the layout of the "one core, multi-center" beauty industry, with the Taiwan Pioneer Park as the core office area, in the emerging industrial park, the Taichung Medicinal Materials Trading Center, Taiwan Town, and live broadcast In economic industrial parks and other areas, flexibly set up beauty R&D centers, production centers, and sales centers to promote the clustering and development of the beauty industry.
Pingtan develops the cosmetics industry, fully taps 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" has reached out to the international market and introduced beauty products from Japan, South Korea and other regions; relying on the domestic market, it has linked the two major beauty industry areas of the "Yangtze River Delta" and "Pearl River Delta" to create a gathering place for the beauty industry in the province. , explore the new value of the Fujian-Taiwan cooperation window and opening window in the experimental area, and move towards a famous beauty island on the "Maritime Silk Road" in the 21st century.
4, Hubei and Hunan: the main raw material brand, shouldering the heavy responsibility
The characteristics of Hubei's cosmetics industry revolve around aromatic plants, forming standardized technologies and management plans for aroma planting and extraction, aroma product research and development, business model creation, aroma therapist training, rehabilitation gardens The whole aroma industry chain format with the model output as one.
In 2018, Hubei Huangshi officially built the "Chutian Fragrance Industry Park", the first characteristic pastoral complex with the core theme of "Aromatic Industry" in China. The planned land area of the entire park project is 420 mu, with a total investment of 2 billion yuan. The park covers the functions of the entire aroma industry chain such as intelligent manufacturing, intelligent logistics, product innovation, and market promotion. is mainly engaged in skin care products, color cosmetics, shampoo and hair care products, and bath products. , fragrance products, special dietary food and other production, after the is completed and put into production, it is expected to achieve an annual sales income of 5 billion yuan.
, as Ruisheng Bio in Chutian Fragrance Industrial Park, is based on a new ecological agriculture high-tech enterprise building an aroma industry platform, and exclusively introduces more than 100 species of rare aromatic plants in the world such as Damascus No. 3, French lavender and chamomile, which is the largest in China. The largest Damascus rose planting area, and has 10,000 mu of aromatic plant planting base, 70 mu of standard nursery greenhouse, and 3,500 square meters of world aromatic plant tissue culture factory.
At the same time, Daye City led the construction of the provincial incubator of "Hubei Shell Ruisheng Aroma Industry Innovation Center", and successively established the Aroma Industry Research Institute, the Aroma Industrial Park Daily Chemicals Base, and the Aroma Professional Maker Space, etc. The whole industry chain of aroma industry attracts service objects and attracts 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 Food and Drug Administration issued five new cosmetics policies in 2019, and in 2020 issued the "Opinions on Further Deepening the Reform of "Delegating Regulations, Streamlining Service" and Promoting the High-quality Development of the Biomedical Industry in Hunan Province" , clearly refined the relevant policies and measures to support the development of the cosmetics industry in Hunan Province, and proposed to undertake the transfer of the cosmetics industry as the focus of the development of the cosmetics industry in Hunan Province. At present, Ningxiang, Changsha is the first important town for cosmetics in Hunan.
In 2020, Hunan's largest cosmetics production base, the European standard intelligent manufacturing headquarters, will start the construction of . The project covers a total area of 79.8 acres and is one of the largest beauty production bases in the country. After the project is fully put into operation, it is expected to achieve a total output value of 1 billion yuan, and the production products cover nail polish, perfume, aerosol, disinfectant and disinfectant gel, color cosmetics and other categories. According to the plan, the European Standard Group will also establish a research and development center with the largest scale and complete supporting facilities, on which to build an independent research and development and testing platform. After the European standard settled 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 a role in undertaking the transfer of the coastal cosmetics industry in Guangdong. In 2019, Leiyang, "the first county of camellia oleifera in China", signed a cooperation intention with 16 cosmetic companies in Guangzhou to jointly expand the downstream industry of camellia oleifera and create a camellia oil cosmetic industry corridor. In the same year, Yongzhou City and Hunan Provincial Food and Drug Administration signed the Memorandum of Understanding on Promoting the High-quality Development of the Cosmetics Industry.With the transfer of Yongzhou to Guangzhou and Shanghai cosmetics industry, a natural plant and cosmeceutical cosmetics industry base featuring the development of mountain resources will be rapidly formed.
5, Western Beauty Valley: the East meets the West, filling the blank Before and after, Chongqing also began to lay out and build the "Western Beauty Valley", and Tongliang became the best choice. Tongliang is located at a key node on the central axis of the Shuangcheng economic circle in the Chengdu-Chongqing area. It is the "bridgehead" city in the main urban area of Chongqing. From the business environment, innovative ecology, and urban-rural integration, Tongliang is at the forefront.
The western region also has a unique advantage in creating cosmetic products. It has raw materials such as wormwood, rose, lemon, honeysuckle, etc., which are the core advantages of producing and developing botanical cosmetics. The first phase of "Western Beauty Valley" is 5 square kilometers in accordance with the plan, closely following the high-end natural beauty cosmetics system, covering R&D, production, packaging, sales and brand planning, inspection and testing, display experience, new product promotion, network communication and other industrial chain links , builds a high-end beauty and cosmetics industry agglomeration, fills up the shortcomings of the development of the beauty 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 Zhongchuang City, Meizhuang Zhigu, and Sit Cosmetics Industrial Park have signed contracts to settle in, with a total investment of 23.2 billion yuan. In the future, Western Beauty The Valley will introduce 30 billion beauty industry to settle in, and will form a 40 billion beauty industry cluster after it is completed and put into operation. The cooperation between Western Beauty Valley and Zhejiang University Cosmetics Innovation Center, South China Institute of Technology and other colleges and universities will build a more complete upstream and downstream Industry chain, boost the beauty and health industry ecosystem, and fill the blank of the western beauty industry from scratch.
Summary: Vigilance under the hurricane
The upsurge in the construction of the cosmetics industry across the country fully proves that the Chinese cosmetics industry is huge. Consumption space is the most important part of the industrial layout of local governments. However, it has to be said that there are many problems behind the construction of .
In terms of space planning, the layout of the cosmetics industry in most regions is not clear, and cosmetics companies in most regions are placed in industrial In the park, the effect of industrial synergy is low. In terms of industrial positioning, the positioning is not clear, and there is no special policy for the cosmetics industry at the local level, and the driving force for promoting the development of the industry is weak. In terms of organizational management, the cosmetics industry belongs to each industrial park and is an organization for overall management There are few departments. Local associations can only be used as coordination departments between the government and enterprises, and do not have industrial development plans. In terms of enterprise development, domestic production enterprises have low R&D investment, and the uniqueness of products is not obvious. Most emerging brands adopt OEM Model, focusing on brand development and market communication, and some enterprises are located in the origin of raw materials.
In terms of industrial strength, the purpose of developing the cosmetics industry in various places is not clear. After introducing the enterprise, the follow-up promotion of the cosmetics industry is weak, and the goal of overall planning of the industry is weak. Not strong.
In the face of the current rapid development of the entire cosmetics industry, Oriental Beauty Valley, as the first brand in the cosmetics industry highland, also needs to re-examine its own growth path, further clarify the future development direction, and take the lead in leading Chinese cosmetics. The important task of the industry moving towards a healthier, more prosperous, more international and globalized .
Oriental Beauty Valley: set off again and reach the top of the world's cosmetics
Oriental Beauty Valley has become the first highland of China's cosmetics industry, entering the second five To grow into the cosmetic capital of the world after 2010, there are still many challenges, mainly in:
First, from the perspective of the whole country, the construction of the cosmetics industry in various parts of the country is booming, and the entire industry tends to be homogenized. The risk of plagiarism everywhere Imitation damages the brand image of Oriental Beauty Valley, constantly squeezingThe industrial space of Oriental Beauty Valley .
Second, from the perspective of Shanghai as a whole, Hongqiao International Hub, Lingang New Area, G60 Science and Technology Innovation Corridor, Shanghai Bay Area, Pujiang No. 1 Bay and Shanghai's five new cities carry the heavy responsibility of Shanghai's urban brand building from different perspectives, driving the Each district is speeding up a new round of industrial construction and urban development. The superposition of various city-level brand strategies in Shanghai will lead to one ups and downs, which will affect the policy support for the Oriental Beauty Valley to a certain extent, and will also crowd out cities in the Oriental Beauty Valley. kinetic energy.
Thirdly, from the perspective of Fengxian as a whole, there are also multiple brands and multiple IPs, such as Future Space, Intelligent Network, Yichuan Yanyu, Digital Jianghai , etc. These regional brands are also diluted to a certain extent The position of the Oriental Beauty Valley brand in Fengxian district diversifies Fengxian's focus on industrial investment and consumption, and compresses the strategy of opening up the B-end industry and C-end consumption.
Based on this, in order to better establish the position of Oriental Beauty Valley as a leader in the industry, and accelerate the pace of advancing towards the world's cosmetics capital, needs to sort out the growth context of Oriental Beauty Valley in the past five years, and clarify the next step in the development of Oriental Beauty Valley. The direction and path of the force, and the continuous structure leads the great development of the beauty industry in the country.
1. Voice to the world
Beauty Expo Korea is the largest of its kind in Korea and one of the most high profile, promising and advanced beauty events in the Asian region. Because of the popularity of "Korean Wave" culture throughout Asia, Korea's beauty industry leads the beauty industry in Asia, and the Korea Beauty Expo has excited the whole of Asia. In September 2015, at such an influential event, "Oriental Beauty Valley" officially spoke to the world for the first time, and China's cosmetics industry began to rewrite the global cosmetics industry pattern. After the official debut of
"Oriental Beauty Valley", it quickly attracted high attention from the business community and the government. In the fourth quarter of 2015, the vice mayor of Shanghai in charge of the industry came to Fengxian to conduct a special investigation on the creation of "Oriental Beauty Valley" and the development of "beautiful industries", saying that Fengxian's creation of "Oriental Beauty Valley" has an industrial foundation, 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 "Thirteenth Five-Year Plan" pointed out that it is necessary to "gradually form an 'Oriental Beauty Valley' integrating R&D, production and marketing of cosmetics". At the same time, COSMAX, which has been rooted in Fengxian for many years, became the first multinational cosmetics giant to express its support after the debut of "Oriental Beauty Valley". On November 14, 2015, Fengxian District Government and COSMAX The group signed a letter of intent for cooperation, and the two parties 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. The Fengxian District Government once again analyzed and studied the theoretical feasibility of creating an "Oriental Beauty Valley" by holding an international forum, and conveyed to the outside world what an "Oriental Beauty Valley" is. The construction of "Oriental Beauty Valley" is in the early stage of the country's strategy of building a "Beautiful China, Healthy China". It happens that Fengxian District has formed a clustering advantage in beauty products, 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 the "Oriental Beauty Valley" work promotion meeting to fully deploy and implement the specific work of the construction of the Oriental Beauty Valley, mainly including three major tasks: the establishment of a promotion office, the establishment of an industry association, and the establishment of a development fund. At the meeting, the main leaders of Fengxian District Government pointed out that in order to build a "beauty industry" outlet in Fengxian, it must be precisely positioned and coordinated to form a future international fashion capital.
One week later, the "Oriental Beauty Valley" Promotion Office was formally established and the first working meeting was held. The requirements for the Promotion Office from the Fengxian District Government: participate wholeheartedly in the construction of Meigu; deepen and refine the survey, survey, and statistics of settled enterprises; keep an eye on the enterprises that intend to settle down; establish a network working mechanism covering the whole district to improve work efficiency. Afterwards, the Oriental Beauty Valley Industry Promotion Center and the Dongfang Beauty Valley Enterprise Group were established to form a tripartite "troika" of government, associations and enterprises for coordinated promotion.institutional mechanism.
With the increasing influence of Oriental Beauty Valley, Shanghai Cosmetics surpassed Guangzhou Cosmetics in Baidu search index.
Oriental Beauty Valley has made full use of domestic and foreign forums to build brand influence from the earliest stage. "China Cosmetics Enterprise Development Seminar" is the first domestic influential forum held after the establishment of "Oriental Beauty Valley". At the forum, the main leaders of the Fengxian District Party Committee and District Government proposed three changes based on the construction of Oriental Beauty Valley: policy support from the past funds to the combination of funds and wisdom; from individuals to teams, focusing on team building; research industries, It is necessary to study the integration of industry and city, industry and culture, and let the city become the platform foundation for development.
In 2018, Oriental Beauty Valley held the first International Cosmetics Conference with the theme of "Beauty Empowers a Better Life". It has become one of the top summits in the global cosmetics industry. The conference takes on the important task of Oriental Beauty Valley's first window to the world, and is a carrier to show its comprehensive strength to the world, moving from the capital of China's cosmetics industry to the world's cosmetics industry. bridge of the capital.
then in 019 with the theme of " is beautiful and omnipresent", in 2020 with the theme of "beautiful world, shared globally", and in 2021 with the theme of "the beautiful world of Oriental Beauty Valley", the second, third and The 4th Oriental Beauty Valley International Cosmetics Conference, in terms of scale and influence, can be regarded as the top summit in the domestic cosmetics industry. It has built a communication platform for Chinese cosmetics companies to enter 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" was not only sponsored by the Shanghai Municipal Government, but also participated by the Ministry of Industry and Information Technology, the Ministry of Commerce and the State Drug Administration. In order to co-host, in the context of such high-level participation, what gift will the 5th Oriental Beauty Valley International Cosmetics Conference bring to the world in 2022? What kind of surprise do you make?
Looking back carefully, from the start of the comprehensive construction of the Oriental Beauty Valley, the tone for the entire development has been clarified, and key actions have been determined, including establishing the standards for the establishment of the cosmetics industry and the introduction of key enterprises, and the top leadership of the district government. Support various support policies for settled enterprises, enhance brand influence through forums/activities/events, etc. "Oriental Beauty Valley" has completed the development plan from the top-level design of the brand to the bottom-level operation of the industry, and started a development road with branding as the core and capitalization and internationalization as the two wings.
2. Start the "three modernizations" strategy of branding, capitalization and internationalization "superior. The "four products" are the industrial brand, the city brand, the park brand, and the corporate brand, creating a brand matrix of the Oriental Beauty Valley; the "three modernizations" are the industry differentiation, brand potential, and regional hierarchy, highlighting the beauty of the East Valley's unique industrial status.
Industrial brand : Oriental Beauty Valley has built a beauty highland of hundreds of billions of dollars in the domestic cosmetics industry, becoming a gathering place leading the entire global cosmetics industry chain, and becoming the global cosmetics capital.
City brand : Let Oriental Beauty Valley become the most representative city business card of Fengxian, and let Dongfang Beauty Valley become an important starting point 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 quality cosmetics leading companies, listed companies and specialized new companies at home and abroad, and become the most competitive and most distinctive biomedicine and cosmetics park in China.
Corporate brand : Oriental Beauty Valley Group has become the most dynamic state-owned enterprise in Fengxian District, the most competitive platform-based enterprise in the field of beauty and health in China, and a new benchmark for Chinese enterprises to go international.
Industry differentiation: In the face of the rise of beauty industry construction represented by "beauty" and "valley" all over the country, through differentiation, establish a leading edge in the industry, highlight the brand value of Oriental Beauty Valley, and enhance brand influence .
Brand Potential : Based on the brand status of tens of billions of dollars, Oriental Beauty Valley accelerates the introduction of leading listed companies as key tasks, optimizes and improves the efficiency of industrial investment promotion, increases interaction with consumers, enhances the brand's cognitive value, and affects consumers. purchase behavior.
Regional hierarchy : To clarify the brand status of Oriental Beauty Valley in the urban construction of Fengxian District, to become the carrier of Fengxian cosmetics, pharmaceuticals and biology, to become the leader of Fengxian's high-quality economic development, and the new business card of Shanghai's beauty and health industry.
Oriental Beauty Valley has long been adhering to the development concept of "cross-border and even borderless", and has won the reputation of "the capital of China's cosmetics industry". The industry of Oriental Beauty Valley focuses on building four major centers: industrial clusters, R&D centers, talent gathering, and service support; and continuously improving eight major functions: R&D, design, testing, display, marketing, experience, industry services, and expert guidance. Focusing on the beauty and health industry, Oriental Beauty Valley has formed three major industries of cosmetics, biomedicine and food, and gradually built a beauty and health industry ecosystem. According to
data, currently has 2 of the top 10 cosmetics companies in the world and 8 of the top 20 Chinese cosmetics companies settled in Oriental Beauty Valley . There are more than 700 large and small industrial enterprises, and more than 3,000 beauty and health brands are rooted here. . There are more than 400 cosmetic companies in Oriental Beauty Valley, accounting for more than a quarter of Shanghai, and sales accounting for 40% of the city. It has formed the largest beauty and health industry cluster in China. As expected by the Fengxian District Party Committee and District Government, Oriental Beauty Valley is becoming the first choice for the world's cosmetics to enter China.
At present, "Oriental Beauty Valley" has gathered more than 200 biopharmaceutical enterprises. In 2020, the output value of biopharmaceuticals above designated size will account for 13% of Shanghai's total. Fengxian's next step is to build "Oriental Beauty Valley" into a new highland of "the most concentrated industry, the most capital, the most talents, and the most innovative achievements" in China's biopharmaceutical CDMO, relying on the biomedical CDMO industry to guide the "Oriental Beauty Valley" With high-quality development, it has become a world-class biopharmaceutical industry cluster. Oriental Beauty Valley is transforming from a highland of beauty and health industry to life and health industry.
Oriental Beauty Valley has been established as the "No. 1 Project" of Fengxian District since its establishment. It has gathered the strength of the whole district to create Dongfang 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 industry axis to form a three-dimensional industrial system, so that Fengxian can redefine its strategic role and industrial status in Shanghai's economic development through Oriental Beauty Valley. From Shanghai Zhangjiang, Zhejiang Wuxing District to France, South Korea, etc., Fengxian District has established a close and linked strategic partnership through Oriental Beauty Valley to enhance Fengxian's urban brand influence at home and abroad.
From the data point of view, the proportion of 's regulated output value to Fengxian District has increased year by year. From 2016 to 2019, they were 13.5%, 14.1%, 14.6%, and 19.9%, respectively. In terms of imported projects, from 2016 to 2019, 193 new industrial projects were launched in Dongfang Meigu, accounting for 23% of the projects introduced in the region during the same period. Among them, investment projects of more than 100 million US dollars or more accounted for nearly 100 million large projects introduced in the region during the same period. 50%. Oriental Beauty Valley has jumped from an industrial brand to an urban brand, realizing a qualitative change from quality to brand.
In June 2016, Oriental Beauty Valley released the serviceThere are 9 measures for the development of the cosmetics industry. This is the first time that the functional department of the Fengxian District government has issued a policy document on promoting the construction of the "Oriental Beauty Valley" project. Subsequently, it announced to strengthen the protection of trademark intellectual property rights, established the Oriental Beauty Valley Industry Research Institute, and established the Oriental Beauty Valley Brand Development Guidance Service Center. Oriental Beauty Valley has continuously introduced various targeted support policies for settled enterprises, established various enterprise service organizations, further refined the service process, and has become a well-deserved "Gold Medal Store".
The key indicator to measure the success of a park and the brand appeal of the park is whether it has a leading company in the industry. Oriental Beauty Valley has become the first choice for leading cosmetics companies at home and abroad. On March 17, 2020, Shiseido announced that it will officially enter the Oriental Beauty Valley and build a Shiseido R&D center, becoming the first multinational beauty company to enter the Oriental Beauty Valley. In addition, veteran enterprises such as Galan, Nu Skin, and COSMAX have expanded and expanded their production. By introducing domestic and foreign top cosmetics companies, Oriental Beauty Valley consolidates the creation of a platform for the entire industry chain of beauty and health.
After just five years of development, the brand value of Oriental Beauty Valley has exceeded 10 billion, and it has become the most influential and well-known brand among its domestic counterparts. The corporate brand building of Oriental Beauty Valley is inseparable from the creation of "Three Ones", "One Day" (Oriental Beauty Valley Shopping Festival), "One Exhibition" (Oriental Beauty Valley Brand Exhibition) and "One Meeting" (Dongfang Beauty Valley Brand Exhibition) Valley International Cosmetics Conference). Through the "Three Ones", Oriental Beauty Valley connects B-end and C-end, domestic and international markets, cosmetics and entertainment and catering consumption, endows Oriental Beauty Valley with richness, diversity and imagination, and enhances Oriental Beauty Valley. Brand loyalty .
Oriental Beauty Valley is not only a world-class platform produced by beauty companies, but also an ideal shopping paradise for global consumers. This superposition effect re-evaluates the brand value of Oriental Beauty Valley . In 2019, Oriental Beauty Valley held the Oriental Beauty Valley brand exhibition successively, attracting more than 200 brands from 107 beautiful and healthy enterprises; at the end of the year, the "Meigu Meigou" e-commerce platform made its debut, with a bonded exhibition and trading center of about 560 square meters. It was put into operation, and the two-line integration mode of offline display and online shopping was opened.
In November 2020, Meigu Meigou Plaza, an offline beauty industry complex built by Oriental Beauty Valley, was officially unveiled. It aims 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 the brand's bonus period. Through business and format innovation, the brand potential of Oriental Beauty Valley is continuously enlarged; at the same time, it is supplemented by new connotations and new models.
(2) Capitalization: "Three Maps" + "Four-Dimensional"
The capitalization of Oriental Beauty Valley strategically creates three maps, namely the brand tens of billions of puzzles, the platform's 100 billion blueprints and the ecological trillions of grand plans.
First, is a tens of billions puzzle with brand building as the core, Oriental Beauty Valley consolidates the brand position of 10 billion yuan, attracts cosmetics companies in the capital market to add to the icing on the cake of Oriental Beauty Valley, continuously optimizes the entire industry chain, and improves the accuracy of services sex, and raise the brand potential.
Second, is a blueprint of 100 billion centered on platform building. With the help of capital, it has in-depth cooperation with financial institutions such as banks, insurance, and venture capital to build an investment and financing platform, incubate new brands, and promote companies to go public and become the cosmetics industry. A 100 billion platform that embraces the capital market and nurtures new brands.
The third is, is a trillion-dollar grand plan centered on ecological creation , Oriental Beauty Valley realizes the coordination from cosmetics production and cosmetics consumption, to the maturity of cosmetics industry investment, builds a virtuous circle of the three, and builds the world's first trillion-dollar cosmetics industrial ecosystem. The capitalization focus of
Oriental Beauty Valley is divided into four dimensions, namely, listed leading companies, specialized and special new enterprises, investment and financing platforms, and industry and finance ecosystems.
First, attracts the leading cosmetics company to become a new oneThe key investment target of Dongfang Meigu is to seize the company's listing and increase investment and expansion, making Dongfang Meigu an ideal choice for enterprises.
Second, incubates cosmetics specializing and special new enterprise , based on the accumulated experience and resources of building the whole industry chain and the cosmetics industry, Oriental Beauty Valley began to rise from big investment, big communication, big channel and big brand to "specialized, special and new". ” and “small and micro-tip” big scientific research competition logic, looking for potential cosmetics specializing and special new enterprises, giving policy, capital and technical support, boosting rapid growth and going public.
Third, builds a cosmetics investment and financing platform , and Oriental Beauty Valley and banks, insurance, venture capital and other financial institutions build industrial funds, including biomedical strategic emerging industry funds, cosmetics special funds, and angel investment funds for incubating emerging companies. .
Fourthly, forms an ecological circle of cosmetics production and consumption city , opening up the domestic and foreign cosmetics industry, opening up the B-end production and C-end consumption of cosmetics, and opening up industrial capital and financial capital.
In the past two years, the cosmetics industry has ushered in a wave of listings in the industry chain. In just half a year in 2020, more than a dozen beauty-related companies have successfully made IPOs, and in 2021, there will be more than 30 cosmetic-related listed companies. Under the new crown epidemic, the beauty industry has become one of the few bright spots and has been sought after by capital. At the end of 2020, A-share beauty industry chain-related companies reached 20, with a total market value of 423.9 billion yuan. And Betney, which was listed at the end of March 2021, has a market value of over 100 billion in just ten days.
The two leading companies that will soon be listed in the mainland in 2021, Amic and Bethany also announced in June that they would go public in Hong Kong. According to the prospectus issued by the major listed cosmetic companies, the main actions of after listing and financing: increase production scale and expand production lines; develop new categories and create new brands; external investment and acquisition of . Taking Amic as an example, after fundraising, the focus will be on medical and aesthetic consumer goods and upstream and downstream investments. Bloomage Bio said: The raised funds will be used for the upgrading and renovation project of the Bloomage Bio R&D Center, the Bloomage Tianjin Sodium Hyaluronate and related projects, and the Bloomage Life and Health Industrial Park project.
Oriental Beauty Valley is in the period of brand potential detonation, opening up the layout of the upstream and downstream industry chain of cosmetics, occupying the unique cosmetics consumption highland in Shanghai, and fully grasping the new round of investment after the listing of cosmetics companies. For the investment of listed cosmetics companies, Oriental Beauty Valley establishes new preferential investment policies to assist listed companies in making matching institutional innovations in technology development and product development, making Oriental Beauty Valley the number one cosmetics listed company to start a new round of growth Choose a place to become an incubator for emerging cosmetic companies to go public.
At present, Huamin Capital, a subsidiary of Oriental Beauty Valley, as a venture capital platform, has invested in companies including Labo Cosmeceutical, Qizhen Technology, Mommy Knows, Psychological Superman, etc. The industry influence is not prominent, and the capital platform has become a relatively obvious shortcoming on the road of Oriental Beauty Valley. "Shanghai Cosmetics Industry High Quality Development Action Plan" clearly points out: actively guide social capital to invest in the cosmetics industry chain. Support qualified enterprises to use multi-level capital market financing to explore the establishment of cosmetics industry investment funds.
Next, Oriental Beauty Valley will build a capital platform from three directions:
First, build a biopharmaceutical and cosmetic industry FOF system , integrating the financial strength of Shanghai and Fengxian, forming three branches including enterprise growth funds , Small and Medium Enterprise Entrepreneurship Funds and Industry-Finance Combination Funds.
Second, Oriental Beauty Valley and , a top domestic and foreign venture capital institution, established a professional fund for biomedicine and cosmetics, and introduced venture capital institutions to the park to provide precise incubation and investment and financing services for enterprises in the park.
The third is, Oriental Beauty Valley and leading companies in biomedicine and cosmeticsEstablish a new fund , or introduce funds under these leading companies. Funds of leading companies have an accurate understanding of the entire industry, which will help the capital layout of Oriental Beauty Valley and improve the success rate of incubation. The capitalization of
is a new test of Dongfangmeigu's ability to integrate resources, which affects the next investment results, and upgrades and iterates the cosmetic industry chain of Dongfangmeigu. Through capitalization, Oriental Beauty Valley opens new horizons, taps new asset value, redefines industrial strength, tells new brand stories, and becomes the core work on the road to the world's cosmetics capital.
(3) Internationalization: "Three Ends" + "Three Places "
Oriental Beauty Valley has become recognized as the "Capital of China's Cosmetics Industry", and is currently in the process of building toward the "Cosmetics Capital of the World". Oriental Beauty Valley's marching towards the "Cosmetics Capital of the World" is actually the internationalization road of Oriental Beauty Valley . From the perspective of the construction of the cosmetics industry in various parts of the country, only internationalization is the only way to compete with them and establish a distinct differentiated advantage. From the perspective of the entire Fengxian District's economic development trend, 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 its contribution to the Fengxian District's economy.
In the face of various cosmetic industrial parks emerging all over the country, why did Oriental Beauty Valley become the first and most likely to achieve internationalization? This mainly depends on two 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 promote the "Shanghai Shopping" brand and accelerate the construction of an international consumption center city. Shanghai has been at the forefront of opening to the outside world for a long time. The number/quality of multinational enterprises it has, and the level of international consumption have become the "tough backstage" of Oriental Beauty Valley in terms of internationalization. The second factor of
is that after five years of development of Oriental Beauty Valley, has attracted international giants such as L’Oreal, Shiseido, COSMAX, Nu Skin, etc., as well as domestic leading enterprises such as Pechoin, Galan, and Shanghai At the same time, Oriental Beauty Valley has established in-depth cooperative relations with operators of cosmetic industry parks in Japan, South Korea, Europe and the United States. In addition, the exhibition 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 go healthier and longer. .
The internationalization of Oriental Beauty Valley is mainly reflected in the "three ends" and "three places".
"three-terminal" industry supply chain side, brand cluster side, consumer window side . At the end of the industrial supply chain, based on Oriental Beauty Valley, it opens up the entire industrial chain of R&D, production, packaging design, testing, marketing planning, brand promotion, etc., and provides full industrial chain services for multinational enterprises entering the Chinese market and Chinese enterprises entering the global market. . On the brand cluster side of
, with its strong brand influence, attracts high-quality domestic and foreign high-quality biopharmaceutical and cosmetic brands through foreign investment and strategic cooperation, and builds a brand matrix to demonstrate the ecological advantages of the industry. Relying on the linkage of Meigu Meigou, collection stores and Shanghai fashion industry, Oriental Beauty Valley gathers international big names, specialized and special new brands to create a new birthplace of Shanghai fashion brands, and participates in global competition with the power of brand clusters, which is more beneficial Promote domestic brands to go global and accelerate international brands to go to the Chinese market. On the consumer side of
, 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. It not only accelerates the application of China's cutting-edge technology, but also highlights China's traditional manufacturing advantages, fully meets the differentiated and personalized needs of domestic and foreign users, gives new imagination to China's consumption upgrade, and creates "buy the world, sell the world". ” a new shopping experience.
"Three places" refers to the new product launch place, the first store experimental place, and the technologyConversion transaction place . Shanghai is speeding up the construction of the "world's first launch place for new products", the first place for new products to be released, and Oriental Beauty Valley has gathered a group of top domestic and foreign brands in the cosmetics industry. The online and offline linkage of Shu, Meigu Meigou e-commerce platform, etc., the first choice for new products is Oriental Meigu , which consolidates the leading position of Oriental Meigu in the industry and enhances its position in the hearts of C-end consumers.
's first store experiment site, Dongfang Meigu closely grasps the new format of cosmetics consumption, the trend of transformation and upgrading of cosmetics enterprises, relying on the mature cosmetics consumption concept, the huge market of cosmetics consumption in Shanghai, and the brand appeal of Dongfang Meigu, makes Dongfang Meigu Gu has become the first stop for domestic cosmetics companies to enter the Shanghai market, and an experimental site for international companies to enter the Chinese market. Oriental Beauty Valley's establishment of a cosmetics consumer ecology gives companies a broader space to open their first stores.
A trading place for technology transformation, Oriental Beauty Valley builds a platform for the transformation of scientific research into the market for the research and development technology of biomedicine and cosmetics. matches corporate resources for the technology of colleges and universities to go to the market, and on the other hand, it is for the technology transfer of enterprises or docking with universities. R&D and establishment of channels . Oriental Beauty Valley fully taps the Key Laboratory of Traditional Chinese Medicine Standardization of the Ministry of Education, the Engineering Research Center of the Ministry of Education of Modern Chinese Medicine Preparation Technology, etc., to achieve a win-win situation for the government, Oriental Beauty Valley, R&D institutions and enterprises.
Summary: The fully armed
branding of Oriental Beauty Valley has made Dongfang Beauty Valley today's "China's Cosmetics Industry Capital" and its brand status of tens of billions.
In the next five years, relying on capitalization, Oriental Beauty Valley will build an industry fund matrix, attract listed companies, incubate specialized and special new brands, and build and open up platforms with the power of capital;
rely on internationalization to expand the development space of Oriental Beauty Valley , to create a new growth track for Oriental Beauty Valley, and arm itself with innovative power.
The brand-new Oriental Beauty Valley takes branding as the core, capitalization and internationalization as the two wings, and makes the Oriental Beauty Valley the "Cosmetics Capital of the World", telling the world the origin of the global beauty world of the Oriental Beauty Valley and the super IP. new story.
The final conclusion
was first proposed by Oriental Beauty Valley in 2014, and it was implemented in 2016. It has been 8 years since today. It can be said that the "8-year Anti-Japanese War" has achieved the reputation of Oriental Beauty Valley as "the capital of China's cosmetics industry".
is based on 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 the modern enterprise management system to accurately grasp the market opportunities of the beauty industry, to provide The high-quality development of state-owned enterprises has set an example.
In terms of industrial upgrading, Oriental Beauty Valley promotes the transformation and upgrading of Fengxian from agriculture, biomedicine to beauty industry, and makes the beauty and health industry a pillar industry of Fengxian.
In terms of brand building, Oriental Beauty Valley has introduced first-class cosmetics companies at home and abroad, held international cosmetics conferences, cross-border cooperation, etc., which enhanced the brand influence of Oriental Beauty Valley.
In terms of consumption ecology, Oriental Beauty Valley has built Meigu Beauty Shopping Plaza, new beauty retail stores, etc., so that consumers can quickly and preferentially purchase cross-border products to meet the one-stop shopping experience.
In terms of urban innovation, Oriental Beauty Valley has become a comprehensive urban brand in Fengxian, a business card of Shanghai's beauty and health industry, and a model of national industry-city integration.
Today, in the face of a new round of upgrading of the beauty industry highland, Oriental Beauty Valley has come to the crossroads of development, facing challenges from four aspects: industry, city, rivals and users:
First, beauty cosmetics all over the country The new upsurge of industrial construction has exposed the entire industry to the risk of bubbles, intensified homogeneous competition, and endangered the industry leadership of Oriental Beauty Valley.
Second, after being learned and imitated too much in the industry, the differentiation of Oriental Beauty Valley is being learned by the other side, and the brandPotential energy has dropped.
The third is that Dongfang Meigu is going to the B-end and the C-end to fight on two fronts. The integration of the B-end and the C-end is not enough, and there is still a considerable way to go in opening up the entire industry chain.
Fourth, Oriental Beauty Valley is going to become the world's cosmetics capital, but the direction and path of internationalization need to be clarified and localized, opening up new leadership and new momentum on a global scale.
Based on the above comprehensive analysis of the achievements and challenges of Oriental Beauty Valley, the future of Oriental Beauty Valley will be healthier, longer-term and stronger. Layout:
First, branding. Continue to strengthen the investment in brand building of Oriental Beauty Valley, optimize the synergy between industrial, urban, park and enterprise brands, 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, it empowers investment promotion, incubates specialties and new products, connects industrial capital and financial capital, and enhances the development vitality and capital closed loop of Oriental Beauty Valley.
The third is internationalization. Relying on the advantages of Shanghai's unique international metropolis, Oriental Beauty Valley has established an international cosmetics company to enter the Chinese market through the construction of an international industrial chain, an international brand matrix, and an international consumer leadership. The first platform makes Oriental Beauty Valley the global spokesperson of China's cosmetics industry.
The success of Oriental Beauty Valley is a successful practice of "production, city, park and enterprise" and "four products in one". With the help of the company, it is just around the corner to become the world capital of cosmetics, telling the world the origin of the global beauty world of Oriental Beauty Valley and the new story of super IP.
Oriental Beauty Valley is ushering in the second golden period of development, promoting it to play a pivotal role in the development of Fengxian and Shanghai's "14th Five-Year Plan", has become the most shining business card of Shanghai and even China's beauty and health industry , to become the leader and leader of China's cosmetics industry to the international stage! Towards the World Cosmetics Capital” relevant content has been abridged. Jinkun is a well-known brand service provider of industrial city park enterprises and a chain Internet brand operator, and has successively coached and served more than 500 professional, special and new enterprises and the first brand in the industry. , listed companies, city brands, and China's top 500 and the world's top 500. Shi Zhangqiang is a senior economist, founder of Jinkun brand, executive committee of Shanghai Federation of Industry and Commerce, secretary-general of Shanghai Brand Committee, in-depth counseling and service for Shanghai Oriental Beauty Valley , Guangzhou Baiyun Meiwan, China Beauty Town, and Beijing Future Beauty City, which are the top 100 billion beauty industry city brands.)
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