Health & Beauty

Beauty makeup, beauty clothing...Innovative creations related to beauty are on the way to the forefront. Statistics show that in the first half of the year, the consumption of upgraded products across the country increased rapidly, and the retail sales of sports and entertainment products and cosmetics of units above designated size increased at an average rate of over 10% in two years. The "face value" economy is popular, will you pay for the "good-looking"?

Print cartoon patterns and check-in diaries on packaging; cover hot bottle stickers to show "secret" words; open blind boxes to extract "hidden money"... Make drinks into toys and socialize. For some time, the "net celebrity" of Hankou No. 2 Factory "Soda" is popular in the market.

With exquisite design, interesting packaging, high-value styling, etc., grabbing the attention of consumers, "there is a selling point in the United States, and the consumption in play" has gradually evolved into a trend. The value of appearance has become the "high-frequency word" consumed by Generation Z.

In the field of beauty, oriental scenery, pavilions and pavilions "write" eye shadow color matching and color palette design; in the field of home furnishing, ins style and industrial style are increasingly "into" home matching; while correcting vision, "beautify" "The color pupil category in contact lenses continues to become popular... A report shows that in the past three years, the compound annual growth value of color pupils is nearly 50%.

The hot market stems from people's pursuit of beauty. Ciran, CEO of color pupil brand Moody, told reporters that taking color contact lenses as an example, consumers are more and more concerned about the supply of health, comfort and fashion, the penetration rate is rising rapidly, and the industry is in a period of great change.

The person in charge of companies in various fields such as beauty and apparel believes that the new generation of consumers will be more individualistic and chasing fashion, which has brought good opportunities for new domestic brands. Grasping the "face value" economic vent, a large number of traditional brands in people's impression of the layout of fast fashion and other fields, new forces are also rising. According to data from Tianyan Check, at present, there are more than 540,000 daily chemical products-related companies in China whose business scope includes "color cosmetics, hair care, skin care, and perfume", and the annual registration volume is increasing.

With beautiful appearance and interesting soul, more and more products impress consumers. Behind the seemingly perceptual, rational innovation, design and operation are assembled.

There are new businesses hidden in new consumption. The "face value" economy is often inseparable from the word flow. One of the key points is to drive traffic with product innovation and connect users with emotional resonance.

"Inspirational soda" conveys the attitude of struggle, "Yangmei exhaled tea" encourages self-confidence... The drinks of Hankou No. 2 Factory have many labels. "We hope that every soda has a corresponding'portrait', with personality, emotion, and interaction." said Jin Yawen, the founder of Hankou No. 2 Factory. "The product comes with strong interactivity and topicality, not only in appearance Win favors and aggregate traffic on social platforms."

The development of social platforms and live broadcast e-commerce also creates space for the "appearance" economy.

Not long ago, Douyin released the Guofeng partner support plan, which will provide special support and rewards to creators. Up to now, Douyin Guofeng partners' topic-related videos have been viewed more than 13.5 billion times.

On the 22nd, Kuaishou held the 2021 E-commerce Service Provider Ecology Thousand People Conference. Li Congshan, head of Kuaishou’s ecology and regional operations, said that e-commerce service providers that provide more professional and refined services for the live broadcast needs of different industries are rapidly emerging. Kuaishou will further stimulate the value of service providers through platform support and empower more brands, merchants and talents.

Many "high-traffic" products have smart manufacturing behind them. New manufacturing is also the key to supporting new consumption. Zhu Jiangtao, the principal of the left point of the smart health care brand, told reporters that the company connects "personalized customization" and "scale production", and through continuous attraction, feedback, and improvement, it opens up the gap in the demand of young people in the field of smart health care and establishes a market. Competitive Advantage.

"New consumer groups have higher requirements for quality control." Ciran said that the company tried to set up a "site team" in the supply chain, and established a unique authentication code and traceability system for each box of color pupils.

"Behind the new consumption are the changes in the concept of a new generation of consumer groups. But whether it is'face value' or'emotion', it is all about impressing young people and satisfying their pursuit of product quality and experience." Zhu Jiangtao said, who Based on the consumer's pain points, who can better solve the core problems for users, whoever has the opportunity for rapid growth.