Will the next "perfect diary" be born in the Chinese market?


Huang Yong, President of P & G Alumni Association and founding partner of P & G innovation consumption fund, believes that more cutting-edge brands such as perfect diary and huaxizi will appear in China's beauty market in the future.

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Will the next "perfect diary" be born in the Chinese market?

Huang Yong, President of P G Alumni Association and founding partner of P G innovation consumption fund, believes that more cutting-edge brands such as perfect diary and huaxizi will appear in China's beauty market in the future.

The three market segments of hair care, anti hair loss, beauty and men's care deserve attention.

At a recent press conference, Hu Huanxin, founding partner of Baoding technology, co-founder of consumer venture capital fund and meichu smart home, said that the following three indispensable conditions are the rapid rise of new brands, such as perfect diary and huaxizi, which are still "excellent team", "high-quality products" and "strong channel ability."

"At present, skin care products are still a hot topic, with opportunities for cosmetics, scalp care, body care and beauty equipment," Hu said. As long as we reach the extreme in these clips, more "perfect Diaries" may be born in the future.

In July 2020, tmall announced the launch of the "new brand growth plan", which plans to promote 5000 brands to become emerging brands in the industry within two years.

Gu Mai, vice president of Alibaba group, also said: "if you ask me where the future growth momentum comes from, I will vote for emerging merchants in the next two or three years, regardless of their sales scale or growth potential."

In the past three years, tmall has grown 100000 new brands, which can prove Gu's statement. These "houlang" brands account for 40% of the total number of tmall merchants. Perfect diary and huaxizi grew up in this period. More importantly, in last year's singles day, as many as 357 emerging brands became best-selling brands in their respective sub categories.

As shown by tmall, the ability to directly contact consumers, accumulate fans, recruit members, understand user needs, maintain customer relations and improve brand image has become an urgent task for emerging brands. Tmall's digital technology has brought clearer consumer portraits and more specific product requirements to the brand.

In fact, not only tmall, but also other e-commerce platforms have released the "new brand plan" to help Chinese manufacturing enterprises build new brands.

Therefore, while everyone is cheering the listing of the perfect diary, smart investors have begun to look for the next unicorn.

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