Brand building needs to find a benchmark or even a broader perspective in the industry in order to break through the limitations of existing standards.
65438+1October 2 1-22, the 18th China Standardization Forum was held in Shunde District, Foshan City, Guangdong Province. Among them, in the brand and standardization special session of "New Standard, New Brand, New Economy, New Future" held by Guangdong Enterprise Brand Building Promotion Association, a leading brand building service platform in China, meifubao, an oriental skin care brand under Huanya Group, was invited as the awarding guest of famous brands in Guangdong, and witnessed the brand standardization achievements together with 15 enterprises and related professionals present.
The Outline of National Standardization Development puts forward that the standardization work should be driven by China, and domestic and foreign countries should promote each other, and the standardization development should change from quantitative scale to quality and efficiency. Today, meifubao won the honor of a famous brand in Guangdong Province, which is an affirmation of its brand influence by the cosmetics industry, and meifubao has also set a benchmark for the standardization of brand quality construction for the industry.
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Precipitation changes, inheriting the beauty of the East.
Guangdong has become a new highland for the high-quality construction of cosmetics industry in Guangdong-Hong Kong-Macao Greater Bay Area and even the whole country. National enterprises have support and policies for brand incubation. The change of the times plays a decisive role in the development of Guangdong brands. At the meeting, Su Qian, general manager of Meifubao Online Marketing Center, delivered a keynote speech entitled "Brand Change Opens a New Journey for Guangdong Brands", which showed the strength of Meifubao as a well-known brand in Guangdong and its adaptability to the changes of the times.
Based on the overall competition pattern of skin care products market in China, Susie thinks that foreign brands have sustained and stable advantages in the high-end cosmetics market, and foreign brands with multinational cosmetics groups as the main body occupy the main market share of mid-to high-end and mid-end cosmetics, while the development of local enterprises still stays in the mass cosmetics market. In the western-dominated market, Korean cosmetics and Japanese cosmetics, which also have the concept of "China", each occupy one side, but the essence of deep-seated competition is still the contest between "West" and "China".
Backed by Chinese herbal medicines with a long history, South China's Korean brand activated by science and technology has the potential to compete with the "West", and meifubao is one of them.
1999, meifubao brand "Focus on the Oriental Way to Nourish Skin" was born in the south of beautiful colorful clouds. Inspired by traditional herbal culture and based on the cultural essence of traditional Chinese medicine beauty balance conditioning, meifubao extracts plant essence, integrates modern beauty technology, and refines a series of products with oriental charm according to the characteristics of oriental women's skin to spread the wisdom of oriental skin care.
However, the times are changing and the concept of consumption is also changing. Meifubao has always adhered to the brand positioning of "Oriental Skin Care", used China's new skin care products and faced the beauty industry with endless new concepts. At every stage of the development of the consumer market, Meifubao follows closely the changes of users' needs and preferences and completes the product innovation iteration. At present, meifubao has formed a complete product matrix in different nursing fields, focusing on providing all-round skin care experience for oriental women.
In Guangdong Huanya Beauty Makeup Hall, meifubao showed the world the historical precipitation of oriental herbal wisdom and the origin of oriental skin care, and spread the essence of culture with national products.
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Take a younger step and create a new trend of national marketing.
The core of brand building is to give brand vitality, and brand rejuvenation is one of the best ways to reflect its vitality. As a classic brand with extensive market influence, meifubao is committed to the systematic rejuvenation and innovation of brands, products, marketing and channels. Continuing the brand concept of oriental aesthetics, meifubao combines the core of product innovation with cross-border IP, and repeatedly reaches consumers with the product positioning of new national style and new domestic products.
Meifubao culture, one of the classics of cross-border national quintessence, is inspired by Shehuo Ma Shao. Together with China arts and crafts master and national non-geneticist Li, it selects three classic figures, namely Nezha, Jiang Ziya and Notre Dame de Golden, and integrates traditional techniques into products to develop the Meifubao Goddess Gift Box. Based on the meaning of "the patron saint of skin", the gift box contains sunscreen and mask products, achieving the double skin care effect of "external sunscreen and internal whitening".
Deeply cultivating China's traditional culture and integrating the beauty of traditional crafts, meifubao also joined hands with Guangdong Museum Dream of Red Mansions IP to launch a series of products such as "Dream Back to Dream of Red Mansions" series masks and customized skin care products in the Red Mansion, so as to reproduce the classic cultural charm with modern methods and endow new domestic products with rich ideological connotations.
Inheriting the way of oriental skin care, meifubao has developed products with oriental tonality, such as Wuzhen Elastic Moisturizing and Tightening Series, Yulu Moisturizing Series, Huaben Moisturizing and Elastic Whitening Series, etc., and absorbed the core ideas of herbs and implemented them in every product with the wisdom of oriental skin care. Meifubao integrated oriental aesthetics into life scenes and conveyed the spiritual core of traditional culture to consumers through products.
In order to further expand the brand voice and actively explore the Z-generation young consumer market, meifubao launched a young layout on the marketing side and the channel side. Since 20 17, meifubao has successively signed contracts with the new generation of powerful stars such as Allen, Theo, Rachel Momo, Johnny, Tian and Yang Yang to launch a young brand marketing war. At the same time, Meifubao has formed a perfect operating ecology in community live broadcast, private domain drainage, KOL grass planting and other aspects, built a bridge to communicate with consumers, established a digital marketing matrix, and promoted omni-channel retail through three intelligent platforms.
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Based on internationalization, technology activates product strength
Market is the touchstone of brand development, and product quality is the basis for brand to stand on the market. Scientific research strength, as the core competitiveness to enhance brand value, is the internal driving force of meifubao's enduring prosperity. Relying on the strong production background of Huanya Group and taking the international R&D level as the benchmark, Meifubao has resource advantages in independent R&D and transformation of scientific and technological achievements.
By the end of 20021year1October 8, the data showed that Huanya Group had obtained 122 patents, including 52 invention patents, 13 utility model patents and 57 design patents. In addition, Huanya Group has also carried out in-depth cooperation with professional teams, scientific research institutions, universities and top international enterprises in various fields. Based on market insight and big data analysis, the research team conducted a comprehensive and scientific evaluation of cosmetic ingredients and product safety and efficacy, so as to screen out high-quality cosmetic raw materials and develop related product formulas. On this basis, Huanya Group conducted in-depth research on the sun protection consumer groups, and developed sun protection star products such as meifubao Pink Tube and Xiaojin Tube.
With the scientific research strength of Huanya Group, meifubao has extended the life cycle of its product family and maintained its vigorous vitality in the highly competitive market. At the same time, meifubao has accumulated extraordinary brand influence and product strength, built a mature brand communication chain and established a good market reputation.
Based on careful category division and high-quality product innovation, meifubao has won the support and affirmation of consumers. At the same time, relying on accurate marketing system and communication ecosystem, Meifubao has won industry recognition. Until today, it has been certified as a "famous brand in Guangdong Province" by an authoritative organization, and meifubao has once again demonstrated the comprehensive strength and market influence of national brands with its strength.
In the process of building brand value, meifubao is guided by inheritance and innovation, and uses an expanded young thinking mode to guide the spiral development of brand products and marketing, and stimulate innovation and change in the industry. Industry certification is a new starting point for Meifubao to open an accelerated era. I believe that meifubao will continue to play the role of brand rejuvenation and create a new dimension of national brands.