Health & Beauty

As China's supply chain becomes increasingly rich, the competition in the domestic storage market is becoming increasingly intense. Many consumer goods industries turn their attention to overseas. Based on the pattern of internal and external dual circulation, domestic trade enterprises transform foreign trade, seize the dividends of foreign trade, and grow rapidly. Among them, the beauty industry is a typical representative. Relying on domestic e-commerce platforms, new beauty brands have grown rapidly, making full use of the marketing capabilities accumulated in China, and actively entering overseas markets. According to the "2021 Beauty Industry Trend Insight Report", the overall growth rate of the beauty industry in 2020 will be 23%, and the overseas growth of domestic beauty products will exceed 10 times.

Since 2020, domestic beauty products have almost been pressed the pause button when going overseas. Affected by the global epidemic, overseas markets are facing impact. In the past, Chinese brands that gained overseas attention by being among the world's major marketing exhibitions lost their offline main positions. It has been three years since the cutting-edge talents who had made great progress have been away from the spotlight.

This year, domestic beauty products seem to usher in a new dawn.

Recently, the world-renowned Cosmoprof in Bologna finally welcomed back China's "new brand" of beauty. Based on the digital platform of Alibaba International Station, 10 Chinese beauty brands including Steady Medical Winner, Onojie, and Jeremy have attracted market attention and gained new business opportunities in the form of innovative exhibitions linked online and offline at the same frequency.

It is understood that Cosmoprof Bologna has a history of more than half a century and enjoys a high reputation in the global beauty industry. It is regularly held every year at the Bologna Exhibition Center in Italy. Today, Bologna Beauty Expo has become an important event in the field of beauty, with over 140 exhibitors from over 140 countries and 2,700 exhibitors and brands.

Online + offline, a new posture for overseas exhibitions in the post-epidemic era

Connecting online and offline is no longer only happening around domestic consumers. This time, in conjunction with the Cosmoprof professional exhibition at the same frequency, Alibaba International Station will bring 10 major Chinese beauty brands to the exhibition site, so that B2B cross-border e-commerce can not see The goods have become visible and tangible product exhibitions and trial experiences; at the same time, multiple large LED screens and touch screens are equipped on the exhibition site, which has achieved a remote connection with professional buyers in the field of beauty and personal care in Europe:

With the help of VR Showroom and 3D space modeling technology, the sample rooms, model rooms and production lines of exhibiting brands can be restored 1:1 in real scenes, and buyers who are far away from the Italian exhibition site can observe the enterprises and understand the technical strength through digital means. , real-time access to product information in the exhibition hall, not only that, buyers only need to scan the code through their mobile phones, they can realize digital VR real-time viewing of factories, selection of goods and business negotiations. When buyers are satisfied, they can also initiate a one-click audio and video connection to achieve face-to-face Boss with zero time difference, allowing professional buyers to directly find source suppliers and face decision-makers directly, making decision-making links shorter and more efficient.

"After the outbreak, we haven't seen Chinese merchants for a long time. This time, I was able to see Chinese merchants at the exhibition site, and I was very pleasantly surprised and very efficient to see factories online and connect with Chinese suppliers via video. ; The development of Chinese beauty brands and products amazes me," said a buyer at the beauty show.

At the same time, Chinese beauty brands have also created their own exclusive solo exhibitions on Alibaba International Station. Through the superstar brand impulse brand marketing activities, they use digital methods to "cloud exhibitions" to show 360° corporate strength, brand advantages, Technological innovation, service capabilities, the distribution of buyers' moving lines on the site, and characteristic marketing strategies such as "0 yuan sample collection, bulk purchase discounts", and joint marketing of off-site brands, the number of online buyer visits in three days has reached hundreds of thousands; At the same time, through the integration of online and offline methods - live broadcast factory inspection, BOSS face-to-face, buyer 0 time difference to undertake, quickly establish business relationships with online professional buyers, and exhibitors during the exhibition brand The number of high-quality online buyers increased by 120% month-on-month. %.

In March last year, Alibaba International Station created the "Super Star Label", which has been widely concerned and recognized by the overseas buyer market as a booster for Chinese corporate brands to go overseas. At present, the "Super Star Label" has become an important "position" for many domestic brands to go overseas, covering multiple industries such as beauty, personal care, home improvement, consumer electronics, and machinery. This time, the linkage with Cosmoprof is one of its innovative measures to help domestic brands go overseas, and it is also a key part of Alibaba International Station's digital brand overseas solution.

The domestic brand Steady Medical has attracted the attention of overseas buyers, and has made a lot of achievements online and offline

Among the super star brand merchants who participated in the "Cloud Exhibition", Steady Medical Winner has gained a lot. It is worth mentioning that Steady Medical Winner is the parent company of Cotton Times, a well-known domestic brand in China. On the road of brand going overseas, Steady Medical Winner has been exploring diversified ways.

At the exhibition site, Steady Medical has won the favor of many overseas buyers from the United Kingdom, Germany, Italy, etc., and nearly 200 professional buyers were harvested in 3 days. Exhibiting buyers have experienced the cotton soft towel products of Robust Medical Winner on the spot, and visited its factories thousands of miles away through star label super solo exhibition, 3D exhibition hall and live broadcast interaction, and also connected to Robust Medical Winner via video. The business person in charge of the company conducted in-depth negotiations, gained a very comprehensive understanding of Steady Medical, and recognized its self-developed "cotton spunlace non-woven fabric technology". With nearly 20 years of research on cotton fabrics, Robust Medical has developed a new production process, that is, directly using natural cotton to produce cotton spunlace non-woven fabrics. This production process has won the approval of more than 50 countries and regions around the world. Patent, its good quality has been widely recognized by the international medical community and the field of beauty and personal care.

At the same time, Steady Medical’s online solo exhibitions have been promoted at the same time. Through the promotion of super star brand activities, it has fully demonstrated its brand strength and technological innovation advantages, and has won widespread attention from online buyers. The number of buyers visiting stores has increased by nearly 6 times year-on-year. . At the same time, through B2B special marketing strategies such as "0 yuan sample collection, bulk purchase special offers", and face-to-face boss face-to-face with zero time difference, the targeted attraction of high-quality online buyers increased by nearly 4 times year-on-year.

As the epidemic continues and the complex and changeable international trade environment is superimposed, it is of great significance for Superstar to build a new channel to show its brand strength to the world. , which will help more Chinese enterprises to achieve breakthroughs in digital brands going overseas, and win competitiveness and reputation in the international market.