Although he was named "the best product manager I have ever seen" in the live studio in Li Jiaqi, Haa co-founder Bai Xue kept a low profile.
on fullerene, the core component of fullerene double extraction essential oil, Haa has become the ceiling of the industry. In the eyes of Bai Xue, Haa has always been a brand defined by the outside world. "I never thought that I would do ingredient and efficacy skin care, but I was defined as an ingredient party."
"It may be precisely because we picked a few ingredients, and then they all became popular", on June 4th, in the "No ingredients, no brands" sponsored by the Institute of Consumer Research and Titanium Media? At the theme salon of the Future of China's Efficacy Skin Care, Bai Xue admitted her mental journey after "the product is on fire". Some people suggested that she seize the wind. "You have such a good relationship with Li Jiaqi, you have to be desperate." Others suggested that she use the power of capital to take the brand to a higher level.
At this time, Bai Xue spent more energy on the R&D end. Haa signed a strategic agreement with Huangpu Military Academy and Jiangnan University in the cosmetics industry, and scientific research experts participated in brand customization development. "One year to do this, I gave up sales of over 1 million yuan a year. I am just a seller. I want to study and make goods. I want to start from the R&D end." Snow White said.
in the case of zero market launch, how did a new brand step on the middle of the market and win the favor of Li Jiaqi? Bai Xue mentioned that behind the success is the insistence on the quality of raw materials. In order to achieve the direct mining of the core components of the brand, the amount of Haa direct mining last year exceeded 1 million, and all the production processes from weighing to listing were supervised.
in the purchase of fullerene, the core raw material, Haa also got the patent authorization from Mitsubishi one step ahead of international brands, which ensured that Li Jiaqi could say the word "antioxidant" in the live broadcast without worrying about violating the advertising law.
When Haa competed with Dr. Chengye on the same stage in the live broadcast room in Li Jiaqi, the sales volume was 1 times that of Dr. Chengye. "I think you are ready, and you don't have to get stage fright in front of international brands." Snow White said.
during my 1-year career, I have handled more than 1, brands, and most of them are international first-line products. From the time I came up with my idea in 217 to the time I decided to do haa in 218, it was just the moment when Korean cosmetics were in full swing. I was not convinced. I don't think these products have any unique high technology, so I wondered why our domestic products didn't have such good products that consumers liked. So I began to change from selling goods to making goods. This process is a bit like Ban Chao's joining the army and Lu Xun's abandoning medicine to join the literature, because I have put aside tens of millions of retail business every year for the sake of the brand.
I did a small survey and found that many entrepreneurs basically started to make new brands in 17-18 years. Book by book for 17 years, Quadi for 18 years, and Haa18 for 18 years. Has anyone ever thought about what year 218 is, and why so many new domestic products have emerged?
In fact, industry development is a microcosm of social problems. From 1981 to 217, the major social contradictions in our country were still the contradiction between the growing material and cultural needs and backward production. After 217, it has been the contradiction between people's growing need for a better life and uneven and insufficient development. Therefore, 218 is the first year of the rise of cutting-edge domestic products, and the development of the beauty industry is also facing an unbalanced, underdeveloped and unsystematic situation. How to solve the main social contradictions is actually a breakthrough in the development of the American industry. In fact, the country has already given us a drama.
Lin Chao, the director of bilibili Up, has analyzed the outline of the 14th Five-Year Plan, which clearly points out that it is necessary to expand domestic demand, increase scientific and technological innovation and expand industrial upgrading. The outline also points out that supporting the rise of private brands, on the one hand, develops old brands, on the other hand, enhances the competitiveness of new brands, and makes it clear that the cosmetics industry should give priority to cultivating high-end brands belonging to China. Therefore, the recent introduction of new regulations by the state is also aimed at helping the industry to develop more standardized.
So back to today's topic, where are the opportunities for functional skin care in China? In technological innovation and industrial upgrading, if your products have technological innovation and can promote industrial upgrading, then your products and brands will have opportunities. On the other hand, if you are a cleansing oil, it must be quite dangerous to defeat Ben-by-Ben, to be the essence, and to throw against the standard.
So, here comes the problem again. There are opportunities. How long will it take to see the results and progress? It took us 36 years to solve the major social contradictions in the last period, and the National Tenth Five-Year Plan is also a five-year plan, and there is no clear quantitative target requirement for GDP growth in the plan, which means that the country also knows that it takes time and a long-term spirit to solve the major social contradictions. However, it is difficult for many people to get short-term results. Although we have emerged some benchmark brands, such as Hua Xizi, Perfect Diary, Winona, Hua Xi, Zhuben, etc., it is not enough. It takes technological breakthroughs and product innovations to enhance the core competitiveness of domestic brands, and it takes time to precipitate. It took 36 years to solve the main contradiction in the last society, and it will take 16 years for us to work hard this time! Therefore, it requires more small partners who are rooted in and love the beauty industry to make unremitting efforts to promote the development of the industry. We have already boarded the Harmony from the green leather train, and only by sailing from Harmony to Fuxing can domestic products occupy a place in the industry stage.
more importantly, the rise of domestic products requires us to reorganize our country's cultural self-confidence in the next 2 years. Cultural self-confidence is a deeper and lasting force in the development of a country and a nation. The new era promotes cultural self-confidence, and it is even more necessary to realize creative transformation and innovative development. Only by not forgetting our roots can we open up the future, and only by being good at inheritance can we innovate better. I think the real cultural self-confidence is to let a hundred flowers blossom, a hundred schools of thought contend, and be more open and inclusive.
what is scientific and technological innovation? In fact, I take our own brand as an example. Why do we dare to write the first one in China? Because the patent certificate of this thing was issued to us by Mitsubishi of Japan, we dare to write it because we really did it.
when we made the second toss, the idea was that our product might be made into small bags because it was a new brand, and it was not so easy to sell, just like the chewing gum in a supermarket with a pack of two dollars in front of the checkout counter before the checkout counter. Everyone bought two dollars without losing money and could not be fooled. This is our mood, so our second toss and Hua Xi's second toss are completely different logics.
When we made the second throw, we were also one of the first in China to make this kind of small bag essence, our ceramide essence, and also one of the first brands in China to directly propose ceramide as a repair barrier. Including the ingredient of decarboxylation carnosine, the essence of carnosine astaxanthin, which we listed in April of 19, we were also one of the first domestic brands to put forward the concept of anti-saccharification. Before us, we might say that anti-saccharification was Pola.
Haa won the "Most Component Party" brand at the 5th China International Cosmetics Technology Summit last year. In fact, we have always been a defined brand, whether it is a component party or a efficacy party, this is the definition of us by others. For ourselves, the motivation is very simple, that is, to make products with high quality and excellent price that meet the international level, and hope that our brand can compete with international brands on the same stage one day.
it may be precisely because we picked several ingredients, and then they all became popular, and then everyone summarized us into a constituent party. When we did this, we actually didn't think so much.
That is to say, for some cutting-edge brands, some people may think that you have caught the wind. For example, we are also a brand favored by Jiaqi. Last year, Jiaqi broadcasted our products for more than 3 times. Many people said that you seized the opportunity, and you have such a good relationship with Li Jiaqi that you have to be desperate for new products.
What did we do this year? We did brand innovation and upgraded our research and development. Last year, we signed a strategic agreement with Jiangnan University of Huangpu Military Academy in the cosmetics industry, so we won't talk about our product development formula in the future. This is the most basic one, and they will help us customize and develop it. In addition, we also signed a three-year agreement with him for the customized development of raw materials. When we first went to the market, we actually used raw materials from some international manufacturers.
one year's time to do this is to give up the sales of over 1 million yuan a year. I'm just a seller. I want to study and make goods, and I want to start from the research and development side.
In 22, the active substances at the core of our brand, such as those claimed by our flagship, will be directly collected and self-collected. Last year, our direct collection amount exceeded 1 million yuan. For such a small brand, we can directly collect the core components of the brand, and when we are producing, we will send people to the factory, and we will personally supervise the whole process from weighing, feeding and emulsifying to listing. So I never have to worry about what will happen to my products, or whether my raw materials and my factory will cut corners. I just need to say that I have added something, and there must be something in it.
So I want to be responsible to my consumers, and that's all we can do. If you can have such a belief and determination, and you can firmly say here that I want to do this after countless failures, I think there will always be opportunities. As long as you make a good product, you are thinking about how to bring a better solution to consumers, and there are definitely opportunities.
It is precisely because I want to make a different product that I can rush out in such a market where our brand is so poor and I have never put it into the market. Maybe we are defined as a dark horse on many occasions, because we are really strange. We may have never seen anything in the market before. For example, we made fullerenes and went straight to the ceiling. I think it is particularly interesting, that is to say, I didn't know that Dr. Chengye also made fullerenes, and we were.
But because we provided a lot of information at that time, we provided him with a fullerene ball, which was only one in the world, and I got the patent authorization from Mitsubishi, so that Li Jiaqi could say the word "antioxidant" in the live broadcast without worrying about violating the advertising law.
The fullerene essence of Haa and the competing products of Dr. Chengye appeared in the live broadcast room in Li Jiaqi within 3 days, while the sales volume of HAA was 1 times as much as that of Dr. Chengye because of the more effective ingredients added. I think I'm ready, and I don't have to get stage fright in front of international brands. The day when domestic products are out of the circle by strength is just around the corner.