The efficacy skin care becomes a "compulsory" track, and the research and development end starts the "involution" mode.
The beauty products with gratifying growth in the past two years are "efficacy" skin care products, such as the star products of Winona, Huaxi Bio and shanghai jahwa, all of which are related to "efficacy" without exception.
although the efficacy skin care is a popular track, it is still the research and development strength of each company that tests to truly gain a foothold.
"Paying more attention to marketing than R&D" was once a lingering "pain point" for domestic cosmetics. With the improvement of consumers' awareness of cosmetics, especially the rise of the "component party", those brands that sell well by various marketing methods such as speculating concepts, rubbing hot spots, and scratching the ball have to return to reality and settle down to make "effective" products.
R&D has become the "top priority" of many domestic beauty cosmetics, which has been mentioned at an unprecedented high level:
First, domestic beauty cosmetics have increased their investment in R&D.
Huaxi Bio's 221 annual report shows that during the reporting period, R&D investment reached 284 million yuan, up 11.43% year-on-year, with 571 R&D personnel and 89 invention patents.
shanghai jahwa, an established domestic product, invested 163 million yuan in research and development in 221.
in March this year, Hua xizi announced that he would invest more than 1 billion yuan in the next five years to spread out the layout in many fields of product innovation, basic research and applied basic research.
The research and development expenses of Perfect Diary are also increasing year by year. From 218 to 22, the R&D expenditure increased from 2.641 million yuan to 66.5 million yuan, and the R&D investment in 221 exceeded 142 million yuan.
Winona, who has appeared frequently in recent two years, is even more so. The investment in R&D is 58.112 million yuan in 219, 68.8517 million yuan in 22 and 12 million yuan in 221.
although there is still a big gap between the R&D investment of L 'Oré al and other international top brands, the importance of domestic beauty cosmetics on R&D is obviously increasing.
second: more and more brands set up R&D laboratories
The establishment of independent R&D centers or laboratories cooperating with third parties is an important symbol of the "involution" of domestic beauty research and development.
Perfect Diary's parent company, Yixian E-commerce, established a joint laboratory with Huazhong University of Science and Technology's National Nanopharmaceutical Engineering Technology Research Center last year. At present, it has jointly developed a number of raw materials, such as Shu-amine Xiu H, Shu-amine Xiu L, 377*** delivery nano-carrier pro, salicylic acid nano-encapsulated microcapsules and so on, and applied them to many of its products.
earlier in December, 22, Yixian e-commerce and Sensient Technologies Corporation, the world's largest pigment supplier for food, cosmetics and medicine, announced that the innovative color joint laboratory jointly established by * * * was also established in Shanghai, Guangzhou and Singapore.
Winona's parent company Bettini invested 1 million yuan to set up a subsidiary to carry out experimental technology research and other related businesses;
The parent company of Ximuyuan, Nord Traceability, reached a strategic cooperation with the National Engineering Research Center for Genetically Engineered Drugs, and the joint functional skin care laboratory jointly built by the two parties was unveiled.
Hua Xizi cooperated with China Cosmetics Research Center of Beijing Technology and Business University last year to set up "Oriental Beauty Cosmetics Research Institute";
The R&D building where HFP spent over 1 million yuan last year has been officially opened;
Earlier, Lin Qingxuan also opened the first modern factory and scientific research center in Shanghai with the development concept of carbon neutrality ...
With the implementation of a series of new cosmetics regulations, efficacy evaluation has become a "standard", the layout of major brands in the research and development field has accelerated, and the second half campaign of domestic beauty brands has officially started.
The result of R&D "involution" is:
Those enterprises that attach importance to R&D investment are more likely to gain the good reputation of "conscience-made domestic products", thus achieving revenue growth. For example, Betani achieved an operating income of 4.22 billion yuan last year, a year-on-year increase of 52.57%; The net profit was 863 million yuan, a year-on-year increase of 58.77%.
on the other hand, in the field of beauty, the strength of research and development often determines whether the brand can get a slice of the high-end market. Domestic beauty cosmetics must move towards "high-end" and cannot be separated from research and development.
The high customer unit price brought by high-end brands and the national mission of "China can also have high-end beauty cosmetics" drive more and more domestic beauty cosmetics to impact high-end. We can see that those brands that want to hit the high-end market often pay more attention to the investment in research and development.
whether it is to get rid of the label of "emphasizing marketing but neglecting research and development" or to realize the "high-end dream", the research and development of domestic beauty cosmetics is worthy of "involution".
of course, the "involution" and high-end development of domestic beauty cosmetics cannot be separated from high-quality carriers.
The China Meidu Headquarters Cluster, based on the popular landmark park "Tianmuli" in Hangzhou, not only has a practical and comfortable physical space, but also has an "internal circulation" of the cosmetics industry chain. The 5 km area of the cluster area in Fiona Fang has also formed a complete "external circulation" (cosmetics industry ecological circle) from raw materials to packaging materials, from design to production, and from sales to logistics.
The most dynamic and innovative place in the future, and the place where unicorn enterprises will appear most in the future, will be in the industrial cluster integrating "research, production and marketing".