Opportunities and challenges of domestic cosmetics: improving scientific research ability is the real way out

With the development of economy, China has successfully entered the ranks of cosmetics consumption countries. Its consumption level has surpassed the European Union and Japan, only second to the United States, and has become the second largest consumer of cosmetics in the world. With the improvement of consumption power, the productivity of enterprises is also rising at the same time: in the face of the competition of foreign cosmetic enterprises, domestic cosmetics enterprises have sprung up like mushrooms. By 2019, there are nearly 5000 cosmetics manufacturers in China. < / P > < p > with the development of the cosmetics industry and the arrival of the flow era, many enterprises have invested a lot of money to promote and market their brands and products, but they do not know that this is a kind of behavior of “giving up the capital and going to the end”: from the current situation, the research and development investment of China’s cosmetics enterprises is insufficient, and the production quality management system needs to be improved; compared with foreign countries, the problem of product homogeneity is more serious Generally, the technology content is not high, and the product innovation ability can not keep up with the market changes. < / P > < p > in order to break the deadlock and improve the core competitiveness of domestic enterprises, domestic enterprises need to shift from marketing concept oriented to scientific and technological research and development oriented professional layout. < / P > < p > with the double impact of the epidemic on the operation and consumption sides of all walks of life, the cosmetics industry has ushered in a big reshuffle time to get rid of the old and welcome the new. The traditional consumption concept has been questioned and challenged, and foreign brands are no longer sought after, while the popularity of skin care concepts such as “micro ecology” and “skin barrier” which pay attention to efficacy continues to rise. In 2020, when the cosmetics industry is in a cold situation, furida beauty industry has ushered in a counter trend growth. The micro ecological science skin care field represented by the brand “Dr. angel” of Freida has become a major emerging trend. < p > < p > recently, Dr. Ruhr, a brand of Freida, jointly held the first session of jumeili and csdcma leather News Forum in Shanghai. The meeting included academic exchanges of Dermatology and cross-border cooperation between dermatology and cosmetics, which opened a new exploration chapter in the beauty industry. < p > < p > compared with other domestic brands that focus on marketing skills and over packaging technology, Dr. Shen Er, as a brand focusing on micro ecological skin care under Freida, relies on Shandong Academy of Pharmaceutical Sciences, a national new drug platform, with core patent technology, and has inherent research and development advantages and core scientific and technological competitiveness in the field of microecology. According to the person in charge of the meeting, as early as 2018, Dr. Shen Er has done a lot of research and development in micro ecological skin care with the R & D level of pharmaceutical enterprises, accumulating a lot of experimental data; at the same time, before the establishment of the brand, the team carried out in-depth communication and cooperation with dermatologists in advance, aiming to establish the technical and theoretical basis of micro ecological skin care, so as to reach the technical end and research and development In order to provide better products for consumers. As a leading enterprise with scientific research as the core force in domestic cosmetics industry. < p > < p > according to relevant data, from January to July of 2019, “Guochao” keyword search increased by 392.66% year-on-year, and consumers’ propensity to consume and trust in domestic products increased significantly, and Chinese enterprises ushered in the best opportunity to create local cosmetics brands. < / P > < p > in such an opportunity, a strong brand can withstand the screening and test of the market better than a brand that can market. Through market segmentation and diversified layout, furida beauty has established “Yilian”, which specializes in hyaluronic acid skin care, Dr. Yeer, who focuses on skin micro ecological science skin care, high-end customized skin care brand “Shanyan”, sensitive muscle care brand “quanrun” and “UMT”, which mainly focuses on z-generation fantasy u-dimension, and so on Areas. < p > < p > as a large province of cosmetics production with high output and high consumption, Shandong Province has vigorously implemented the strategy of strengthening the province with high quality and brand in recent years to create a new advantage of high-end brand in Shandong Province. Two laboratories, Shandong skin care technology engineering laboratory and Shandong sodium hyaluronate and its derivatives Engineering Laboratory, were recently recognized as Shandong Engineering Laboratory by the provincial development and Reform Commission, playing an important role in technology research and development, talent gathering, achievement transformation and so on. < p > < p > with more than 30 years of pharmaceutical R & D background and relying on biological fermentation technology, fraida, a big health industry group, has achieved good sales results with its new and old brands such as Yilian and Dr. Yier. On the first anniversary of its establishment, Dr. Joel was one of the top 10 beauty brands on tmall 618 list. In one year, the total sales volume also increased from 0 to 100 million, and several single brand stores were established. It can be seen that the real way out is to improve the scientific research ability of enterprises in the tide of cosmetics consumption. 08/16/2020