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According to the Chinese government website, a few days ago, the General Office of the State Council issued the "Action Plan for Firmly Promoting High-level Opening-up and Attracting and Utilizing Foreign Capital", which proposed to facilitate the exchange of international business people. It is convenient for foreign businessmen to apply for visas to China. For managers and technicians of foreign-invested enterprises and their accompanying spouses and minor children, the validity period of visas is relaxed to two years. Accelerate the recovery of the number of international flights in key aviation hubs such as Beijing, Shanghai and Guangzhou.

A quick glance at the main points

● Reasonably reduce the negative list of foreign investment access. Completely cancel the restrictions on foreign investment access in the manufacturing sector.

● Piloting the relaxation of foreign investment access in the field of scientific and technological innovation.

● For eligible reinvested enterprise projects, imported self-use equipment shall be exempted from customs duties.

● Support qualified foreign-invested enterprises to issue RMB bonds for financing in China.

● Ensure the reasonable energy demand of foreign-funded projects without discrimination.

● Expand the industrial catalogue and list of foreign-funded projects to encourage foreign investment.

● Facilitate the introduction of foreign talents to work, stop living and stay permanently in China.

expand market access

Reasonably reduce the negative list of foreign investment access

We will improve the national treatment plus negative list management system before foreign investment access, completely abolish the restrictions on foreign investment access in the manufacturing sector, and continue to promote the expansion and opening up of telecommunications, medical care and other fields.

Piloting the relaxation of foreign investment access in the field of scientific and technological innovation

● Beijing, Shanghai, Guangdong and other free trade pilot zones are allowed to select a number of qualified foreign-invested enterprises to conduct pilot projects in the development and application of gene diagnosis and treatment technologies.

● Support the opening-up measures in areas such as information services (limited to application stores) to achieve better results in the free trade pilot zone.

Expand the access of foreign financial institutions in the field of banking and insurance.

● Under the premise of ensuring safety, efficiency and stability, support qualified foreign-funded institutions to carry out bank card clearing business according to law.

● Deepen the opening of commercial pension insurance, health insurance and other industries, and support qualified overseas professional insurance institutions to invest and set up or participate in insurance institutions in China.

Expand the business scope of foreign financial institutions participating in the domestic bond market.

● Optimize relevant procedures for foreign financial institutions to participate in the domestic capital market, and further facilitate foreign financial institutions to participate in the China bond market.

● Support qualified foreign-funded financial institutions to participate in domestic bond underwriting as required.

● Study and steadily promote more qualified foreign banks to participate in the pilot trading of treasury bonds futures.

In-depth implementation of the domestic investment pilot of qualified overseas limited partners

● Expand the pilot scope of qualified overseas limited partners, standardize the requirements of qualified overseas limited partners to manage enterprises and funds in terms of registered capital and shareholders, and broaden the scope that funds can invest.

● Improve the management measures for private equity fund services, encourage foreign investors to set up private equity funds and carry out various investment activities according to law.

Strengthen the policy.

Expand the catalogue of industries and the list of foreign-funded projects that encourage foreign investment.

● The catalogue of industries in which foreign investment is encouraged throughout the country will increase its support for advanced manufacturing, high-tech, energy conservation and environmental protection, and the catalogue of industries with foreign investment advantages in the central and western regions will increase its support for basic manufacturing, applicable technologies and people’s livelihood consumption.

● Actively support foreign-funded projects in the fields of integrated circuits, biomedicine and high-end equipment to be included in the list of major and key foreign-funded projects, and allow them to enjoy corresponding support policies.

Implement tax support policies

● Foreign-invested enterprises can enjoy the tariff exemption policy for imported equipment for their own use if the projects invested by reinvested enterprises in China meet the requirements of encouraging foreign investment industries.

● Implement relevant preferential tax policies for foreign investors to invest in financial markets such as China bond market.

Increase financial support.

● Encourage financial institutions to provide high-quality financial services and financing support for qualified foreign-funded projects in accordance with the principle of marketization.

● Support qualified foreign-invested enterprises to issue RMB bonds for financing in China and use them for domestic investment projects.

● Promote the implementation of foreign exchange management facilitation policies for cross-border trade and investment, and continuously improve the convenience of foreign exchange business of foreign-invested enterprises.

Strengthen energy use guarantee

● Improve the regulation of total energy consumption and intensity, focus on controlling fossil energy consumption, implement policies such as excluding raw material energy consumption and non-fossil energy consumption from total energy consumption and intensity control, and ensure the reasonable energy demand of foreign-funded projects without discrimination.

● Accelerate the promotion of green certificate transactions and inter-provincial green electricity transactions to better meet the green electricity demand of foreign-invested enterprises.

Support the central, western and northeastern regions to undertake industrial transfer.

● Encourage the central, western and northeastern regions to give full play to local comparative advantages, and formulate policies and measures to reduce the costs of land, energy, labor and logistics for manufacturing enterprises according to local conditions.

● Plan and integrate key development zones in the central, western and northeastern regions, carry out industrial transfer cooperation with foreign investment in pairs with the eastern region, and establish and improve the mechanism and implementation rules for project promotion, cadre exchange and revenue sharing.

Optimize the level playing field

Clean up acts and policies and measures that violate fair competition

● Deal with the discriminatory behaviors of foreign-invested enterprises in government procurement, bidding, qualification licensing, standard setting and subsidies reflected by business entities in a timely manner, and notify the responsible entities and make rectification within a time limit.

● Accelerate the formulation and promulgation of standards for government procurement of domestic products, and treat products that meet the standards produced by domestic and foreign-funded enterprises equally and equally in government procurement activities. Comprehensively clean up policies and measures that hinder unified market and fair competition.

Improve the bidding system

● Accelerate the revision of the bidding law.

● Organize special treatment of outstanding problems in the field of bidding and tendering, focus on correcting problems that are strongly reflected by a number of business entities, and break unreasonable restrictions that restrict enterprises of all ownership to participate in bidding and tendering on an equal footing.

● Formulate fair competition review rules in the field of bidding, strengthen the rigid constraints of fair competition review, and avoid issuing policy documents that exclude and restrict fair competition.

Fair participation in standard formulation and revision

● Support foreign-invested enterprises to participate in advanced manufacturing, engineering materials, information and communication standardization technical committees or related standardization organizations under the same conditions, and participate in the formulation and revision of standards on an equal footing according to law.

● Publicize national standard information in a timely manner to improve the transparency and openness of standardization work.

Improve the scientific level of administrative law enforcement

Strictly implement the publicity system of administrative law enforcement, strictly implement the list of administrative inspection items, resolutely avoid repeated inspections, promptly correct irregular administrative law enforcement behaviors, and gradually implement off-site supervision characterized by remote supervision, early warning and prevention.

Continue to build the brand of "Investing in China"

● Relying on important exhibition platforms, we will carry out key investment promotion activities of "Investing in China" to show overseas investors China’s high-quality business environment and investment opportunities in all directions.

● Establish and improve the working mechanism, give full play to the role of foreign embassies and consulates as business organizations, support the combination of "going out" and "please come in" in local areas, and carry out investment promotion in a normal way.

● Organize international industrial investment cooperation and docking activities to promote more project negotiation and signing.

Strengthen the service of foreign-invested enterprises

● Make good use of platforms such as round tables of foreign-funded enterprises, deepen normalized exchanges with foreign-funded enterprises, foreign chambers of commerce associations and international organizations, respond to the concerns of all parties in a timely manner, and provide targeted service guarantees.

● Improve the inter-departmental coordination mechanism for complaints of foreign-invested enterprises at all levels, improve the direct contact system of foreign-invested enterprises, smooth communication channels, and timely understand and promote the resolution of problems and reasonable demands reflected by foreign-invested enterprises.

● Implement the information reporting system for foreign investment and continuously promote departmental data sharing. Foreign-invested enterprises shall not be required to submit the information that can be obtained through departmental information sharing.

Smooth the flow of innovation factors

Support foreign-invested enterprises and headquarters data flow

● Standardize data cross-border security management, organize data exit security assessment, standardize personal information exit standard contract filing and other related work, and promote the safe and orderly cross-border flow of data such as R&D, production and sales of foreign-invested enterprises.

● Formulate standards for cross-border data transfer in Guangdong-Hong Kong-Macao Greater Bay Area, establish a cross-border data flow mechanism for enterprises in Hong Kong and Macao based on major cooperation platforms such as Hengqin Guangdong-Macao Deep Cooperation Zone and Qianhai Shenzhen-Hong Kong Modern Service Industry Cooperation Zone, explore the establishment of a "white list" system for cross-border data flow, and steadily promote the convenient data flow in Guangdong-Hong Kong-Macao Greater Bay Area.

Facilitate the exchange of international business personnel

● It is convenient for foreign businessmen to apply for visas to China. For managers and technicians of foreign-invested enterprises, their accompanying spouses and minor children, the validity period of visas is relaxed to two years.

● Accelerate the recovery of the number of international flights in key aviation hubs such as Beijing, Shanghai and Guangzhou.

Optimize the management of foreigners’ work and residence permits in China.

● Optimize the procedures for foreigners’ work permits and work-related residence permits in China, and adopt the method of "one-stop acceptance and parallel approval" to form a faster and more efficient approval mechanism.

● Strengthen departmental coordination to facilitate the introduction of foreign talents to work, stop residence and stay permanently in China.

Support domestic and foreign institutions to cooperate and innovate.

We will further implement the international scientific and technological cooperation plan under the new situation, and support foreign-invested enterprises, foreign-funded R&D institutions and multinational companies established in China to participate in national key R&D plans, major national science and technology projects and other national science and technology projects on an equal footing.

Improve domestic regulations

Strengthen the protection of intellectual property rights

● Dock international high-standard intellectual property rules, improve intellectual property protection regulations, speed up the construction of a national intellectual property protection information platform, strengthen the construction of a trade secret protection system, and thoroughly implement the work plan for administrative protection of intellectual property rights.

● Focus on key areas and key links, and increase the protection of intellectual property rights of foreign-invested enterprises.

● Intensify the investigation and punishment of IPR infringement cases, and resolutely crack down on and punish IPR infringement of foreign-invested enterprises.

Improve the rules of cross-border data flow.

● Scientifically define the scope of important data.

● Fully and deeply participate in the e-commerce negotiations of the World Trade Organization, and accelerate the construction of global digital trade rules.

● Explore the pilot project of cross-border data flow with the members of the Digital Economy Partnership Agreement, accelerate the establishment of cooperation mechanisms for cross-border data flow with major economic and trade partner countries and regions, and promote the construction of a multi-level global digital partnership network.

Actively promote the negotiation and implementation of high-standard economic and trade agreements

● Actively promote China’s accession to the Comprehensive and Progressive Trans-Pacific Partnership Agreement and the Digital Economy Partnership Agreement, take the initiative to promote domestic reforms in related fields in accordance with relevant rules, regulations, management and standards, and promote the inclusion of some high-standard economic and trade rules in the arrangement of establishing closer economic and trade relations between the mainland and Hong Kong and Macao.

● Promote the negotiation and signing of free trade agreements with more countries and regions, and expand the global network of high-standard free trade zones.

Intensify the pilot project of docking international high-standard economic and trade rules

● Give full play to the leading role of the national service industry in expanding and opening up the comprehensive demonstration zone, accurately meet the needs of industrial development, take the lead in building an open service system that is in line with international high-standard economic and trade rules, and timely connect with the comprehensive pilot zone for expanding and opening up the service industry.

● Support the conditional free trade pilot zone and Hainan Free Trade Port to base themselves on the national conditions, connect with international high-standard economic and trade rules, and take the lead in exploring and implementing the results of negotiations in the fields of domestic regulation of service trade, investment facilitation and digital trade of the World Trade Organization. Continue to slide to see the next touch to read the original text.

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Original title: "State Council: Promoting the Accelerated Resumption of International Flights in Key Aviation Hub such as Beijing, Guangzhou and Shanghai"

Read the original text

It is good that children born in the forties and fifties can live, that children in the sixties and seventies can eat and wear warm clothes, and that children in the eighties and nineties can go to school. Now, if you just stay in the previous concept of parenting, it is a bit out. About reading, the most terrible thing is that teachers who don’t study are teaching hard and parents who don’t study ask their children to read good books, which is like driving without a license in spirit.

Then, when preparing to become parents, we should study our children hard. What problems should we pay attention to in the process of getting along with our children?

First, children have no concept of time. What we have to do is to teach children patience with enough patience.

Once I had dinner at my parents’ house, I happened to meet my sister-in-law’s family. Two children were arguing about watching TV. My sister in elementary school thought of a way and agreed with her brother: "Brother, you watch an episode, and I watch an episode. An episode is 20 minutes, okay?" At that time, my brother promised to be frank and said, "OK!" However, 20 minutes passed and an episode was finished. My brother said, "I haven’t finished watching it yet, so I won’t give it." My sister muttered, and my mouth was very unhappy. I thought my brother didn’t keep his word and couldn’t beat him, so I had to compromise and say, "It’s time to show you an episode at most, so I’m going to watch it." The younger brother replied unconcerned, "Hmm!" Later, as everyone expected, even when the time came, he still didn’t fulfill his promise. The frustrated sister couldn’t bear her brother who didn’t keep his word, so she grabbed the remote control with her brother and started watching her own program. Unexpectedly, her brother didn’t let it go, and they were once caught in a "war" …

If parents don’t understand the development of their children, they must think that this younger brother is importunate and will be given a lecture when he comes up, or parents who are partial to the boy directly blame his sister for not being tolerant. In fact, for an eager child, he thinks that 20 minutes and 20 minutes of adults are not a unit at all, and his 20 minutes may be eternity. So it’s not entirely my brother’s cheating, he just has no concept of time.

Then what we have to do is patiently help him to establish the concept of time. We can adjust the alarm clock and use the hourglass to stop when the time comes, so that he can know how long 20 minutes is after repeated perception.

Second, don’t label children who are exploring development as "bad behavior".

"Baby, don’t touch the hot kettle, be careful to burn your hands." "Baby, don’t touch the vase, it’s easy to break." … Do you often tell your baby this, but it’s not as good as you want? And the more you don’t let him do it, the more he wants to try it. When you’re not paying attention, he may have got into the kitchen locker and grabbed white rice and spilled it all over the floor. Things like this are telling you: he is thinking of a thousand ways to drive you crazy, but is this his real intention?

No, he just acts according to his age. He wants to know what it feels like to have a hot kettle. He wants to know what the sound of broken vases is. It turns out that the white rice in the kitchen feels like this. This is his process of actively exploring the world and seeking development. Not only can we not stop him. Also try to provide him with safe conditions, such as eggs, water, mud …

Third, children need security, love and a sense of belonging.

Undoubtedly, safety is the first thing we should ensure as parents or caregivers. Secondly, talk, interact, play and play games with your child, give feedback to any reaction of your child at any time, accompany your child with leisurely high quality, establish a healthy emotional connection, and gradually let your child have a sense of love and belonging. We also call it "safe attachment". The trust you built before the age of three will affect your child’s life development. For example, he will form healthier interpersonal relationships, become more independent and more confident.

Original title: "Family Education | Three Points to Pay Special Attention to in Raising Children"

Image source @ vision china

After eight days, Hua Xizi finally spoke.

However, the statement did not respond to the high-priced controversy, but reiterated its brand vision as a domestic beauty brand "promoting the beauty of the East and casting a century-old national makeup".

Whether this statement can satisfy consumers who have previously felt "backstab" or not. It is almost a consensus that it is not so easy for "all girls" to buy it.

More and more rational, they are using actions to announce the failure of their price and sentiment cards to the brand.Since the price dispute, they have been saying, "Who is not a domestic product? Who will feel sorry for me?" Take off the emotional binding, while comparing the domestic make-up with the gold price, and measure the cost performance with the accurate price comparison method.

At the same time, it is obvious that Li Jiaqi has had a hard time recently.

Being questioned and apologizing twice failed to quell dissatisfaction. It seems that this matter can’t pass if the powder continues to fall, the topic is constantly derived, and the heat persists for a long time.

Image source @ Little Red Book Davidkwok

Looking back from the time corridor, on the one hand, Li Jiaqi, who has grown into the "first brother" by virtue of his low price advantage and high emotional value, and on the other hand, the light of domestic products, which embodies consumers’ feelings and high cost performance expectations.The rise and fall of the two are so similar and intertwined.

Now, the other side of Li Jiaqi being questioned is the dilemma of domestic beauty cosmetics.

More and more consumers are beginning to feel that domestic products are becoming more and more expensive. They show their feelings and seek resonance by taking screenshots of their past orders on social media.

Image source @ Xiaohongshu Xiao Lv’s embarrassing life

Is this really the case?

Take shanghai jahwa, which owns well-known brands such as Liushen, Meijiajing, herborist, Qichu and Yuze, as an example. According to the announcement of its main business data, the average price of skin care products in the first half of this year and the second quarter of this year increased by 50.42% and 20.16% respectively compared with the same period of last year, which helped its skin care products achieve positive revenue growth.

Image source @ shanghai jahwa’s main business data announcement in the first quarter of 2023

Image source @ shanghai jahwa main business data announcement in the second quarter of 2023

Look at Polaiya, the parent company of Polaiya, Yuefushan and Caitang. In the first quarter of 2023, the skin care products and beauty cosmetics products of Polaiya increased by 21.69% and 23.28% respectively.

Image source @ Proya’s main business data announcement in the first quarter of 2023

In addition, in the first and second quarters of 2023, the average selling price of Marubi skin care products increased by 39.76% and 14.83% respectively, and the average selling price of beauty products increased by 27.22% and 15.90%. In the first half of 2023, the price of skin care products increased by 5.6% and the price of cosmetics increased by 4.9%.

Image source @ Betani 2023 semi-annual report

It can be seen that the price increase that consumers feel is not groundless.

From the main cost performance to "more and more expensive", the rising price of raw materials may be the reason that cannot be ignored.

At present, the key raw materials used by domestic skin care and beauty enterprises mainly rely on imports from the United States, Germany, Japan, South Korea and other countries, such as surfactants for cosmetics, thickeners, high-performance oils and fats, and high-safety preservatives. Therefore, the fluctuation of the supply price of upstream raw materials will indeed greatly affect the beauty and skin care brands.

Since the epidemic, the price increase of some basic raw materials, such as glycerol, has been particularly obvious.

Recently, many giants such as Dow Chemical, Japan PE Co., Ltd., Japan PP Co., Ltd., Sanyo Chemical, Longbai Group, etc. also announced price increases ranging from 5% to 23%, involving cosmetic raw materials such as silicone, surfactant, PMMA, PP, PE and titanium dioxide used as a physical sunscreen, and the price per ton directly exceeded 1,700 yuan.

Polaiya also said in the announcement that the prices of its main products, ruby and active substances with strong efficacy, have increased significantly-the average unit price in the first quarter of 2023 increased by 305.85/kg, an increase of 116.05%.

With the rising cost of raw materials, it is not only domestic brands that raise prices. However, the price increase of international big brands is much milder.

For example, the financial report of consumer goods giant Unilever shows that the price of beauty and health care products rose by 7.5% in fiscal year 2022.

Estee Lauder Group has also raised the price of its products twice in 2023, involving many of its star products, but the increase is relatively limited except Clinique Little Daisy Blush.

Data Source @ Official Flagship Store, Cartography @ Titanium Media APP

In this way,The rising cost caused by the rising price of raw materials is not enough to explain why domestic brands have changed from "flat replacement" to "expensive replacement".

The huge marketing expenses, including the commission of the anchor with goods, are another main reason.

According to the financial report data released by various companies, the sales expenses of various beauty products accounted for about 45% of the revenue in the first half of this year, and the parent company of Perfect Diary, Yixian E-commerce, had the highest proportion, accounting for 61.69%.

Image source @ 么么么么么么么么么么么么么么么么么么么么

Comparing the marketing expense rate of international brands such as Estee Lauder, Shiseido and L ‘Oreal, which is around 30%, we can see that domestic beauty brands are highly dependent on marketing.

This is actually related to the growth experience of domestic beauty brands.

A few years before the flood of new domestic brands emerged, the grass planting economy was just emerging and the online traffic cost was still relatively low. At that time, most of the new beauty brands were established in a short time, with small capital scale, and their ability to lay offline sales channels was limited. Therefore,In the early days of its establishment, online became the main position for the marketing and sales of domestic beauty brands.

At that time, an unwritten explosive formula was popular in the industry: "5,000 little red books+2,000 Zhihu questions and answers+head anchor with goods = a new brand".Seize the user’s mind and achieve explosive growth through marketing, which has almost become the standard of new brands of domestic beauty.

Take Huaxi Zi in this storm as an example. Founded in 2017, it is experiencing a channel dilemma when it comes into contact with the live broadcast room in Li Jiaqi in 2018. At that time, Li Jiaqi had just defeated Ma Yun in the Double Eleven PK selling lipstick, and began to emerge in the field of e-commerce live broadcast.

Looking back on the five years when Hua Xizi and Li Jiaqi were deeply bound, many sales miracles occurred at this time: in 2019, "double 11" sold 700,000 boxes of loose powder of Hua Xizi; In 2020, "618" Hua Xizi became the first in the turnover list of domestic beauty products with GMV of 235 million yuan, and its revenue jumped from 10 million to several billion. According to the quality statistics, from January to February, 2020, 40% of the sales of Huaxizi flagship store came from the live broadcast room in Li Jiaqi.

Hua Xizi’s growth experience is only a typical representative of domestic beauty, and there are also perfect diaries, orange blossoms, Yuze and so on.

Over-reliance on online marketing has made many domestic beauty products form a revenue-driven growth model.

Take Yixian E-commerce, the parent company of Perfect Diary, which was listed on the US stock market only three years after its birth, as an example. According to its announcement data, from 2018 to 2020, Yixian E-commerce spent 309 million yuan, 1.251 billion yuan and 3.412 billion yuan on sales and marketing respectively, with the highest proportion accounting for 65.2% of the total revenue. With the rising marketing expenses, its scale has also been rapidly expanded.

However, with the contraction of marketing expenses by Perfect Diary, its operating income is also affected simultaneously: in the first quarter and the second quarter of this year, the proportion of marketing expenses of Yixian e-commerce decreased by 7.9% and 2.5% respectively compared with the same period of last year, and the total net income decreased by 14.1% and 9.8% respectively.

More seriously, with the surge in online traffic costs,Many domestic beauty brands are caught in the "strange circle" cycle of exchanging marketing for revenue.That is to say, if marketing is reduced, revenue may decline, but if marketing is maintained, high traffic cost will cause losses, and even it may fall into a negative cycle of more money burning and more losses.

In this way, the price increase has become a natural choice in the dilemma of domestic beauty.

At the same time of rising prices,A large number of domestic beauty brands are disappearing in invisible places.

According to incomplete statistics, from June 2022 to now, there are about 12 cutting-edge makeup brands that have declared bankruptcy/clearance/suspension. Among them, there are some brands that have exploded, such as floating Fomomy and Kale said Colorpedia, which shows that the market competition is fierce.

Cartography: titanium media APP

Consumers’ enthusiasm for buying domestic beauty brands has also begun to cool down.

In this year’s TOP20 of Tmall’s 618 beauty industry, only four domestic brands entered the list, namely Polaiya, Winona, Fumei and Shuguang, and the corresponding rankings were TOP4, TOP9, TOP13 and TOP19.

Image source @ tmall beauty cosmetics

Looking back at the development of domestic beauty brands in the past ten years, the market share has increased from 15% in 2012 to 28.8% in 2021.

However, while we are excited about this, we should also see the fragility of relying on short-term marketing strategies and transferring costs through price increases.

Cosmetics, as a complex mixture of various raw materials, as the core active ingredient and the production technology such as fermentation and synthesis technology, are the key to build its core competitiveness.

In the process of the rise of international beauty products, many brands rely on core ingredients and production process barriers to build a protective city. Take L ‘Oré al’s self-developed Bose factor as an example. Since the successful research in 2000, helena rubinstein, Lancome, Xiuliko, YSL and Yuxi have all participated in Bose factor, occupying the forefront of the anti-aging category. The unique fermentation process of the core ingredient Pitera in the immortal water also helped SK-II build its core competitiveness.

However, R&D capability and core production capability are the disadvantages of domestic brands.

According to the statistics of Dongxing Securities, as of 15th, 2022, the number of patents of Procter & Gamble and Unilever reached 177,154 and 86,074 respectively, and mainly concentrated on inventions with higher gold content and longer patent protection period.

Image source @ Dongxing Securities

According to the data of Tianyancha, the number of patents of shanghai jahwa, Betani, Marubi, Huaxi Bio and Yixian E-commerce are 1650, 244, 396, 646 and 174 respectively, and among the patents in shanghai jahwa, the design category with relatively low gold content accounts for 80.24%; By 2022, Yixian e-commerce has 174 patents worldwide, of which 43 are invention patents.

Image source @ Tianyancha

Image source @ Tianyancha

In addition, domestic beauty products mostly adopt OEM OEM mode, lacking the ability and technology of self-built factory production.

Under this model, the upstream foundry masters the core production technologies such as raw material extraction and preparation, synthetic biotechnology, etc., while the brand side is often caught in homogenization competition, making it difficult to build a brand moat.

Take the category of freeze-dried mask. As a rapidly growing sub-category in recent years, there have been many explosive products. For example, in 2020, the SKU of Yuze freeze-dried mask will reach 2 billion; In 2021, Winona’s double eleven pre-sale freeze-dried mask products were pre-sold in three seconds.

But in fact, these explosions, such as Yuze Centella asiatica reassuring repair mask, Winona soothing repair freeze-dried mask, and Appropriate Herbal Gentian reassuring repair freeze-dried mask, were all made by the same foundry that mastered the core freeze-dried mask technology-Weibo Haitai.

According to the information, Weibo Haitai has cooperated with many brands to list dozens of masks and essence products of herborist, Yuze, L ‘Oreal, Ke Beili, Yiyibucao, Winona, Royal Nifang and Liangliang.

Under such fierce competition of homogeneous products, it is difficult to impress today’s consumers only by fighting for low prices and "selling badly"It has become an industry consensus to improve R&D capability, increase investment in innovation and improve product quality.

In the first half of this year, the proportion of research and development expenses of domestic beauty cosmetics has increased to varying degrees. Huaxi Bio invested 187 million yuan in research and development in the first half of 2023, accounting for more than 6%; Betani’s R&D investment accounted for more than 4%, up 33.58% year-on-year; The R&D expenses of Giant Bio increased year-on-year, reaching 80.75%.

Image source @ 么么么么么么么么么么么么么么么么么么么么

In addition to research and development, domestic beauty brands are also making up for shortcomings.

For example, in August this year, the first factory of Yixian E-commerce was put into operation, integrating R&D, manufacturing and quality control, trying to build a moat through self-built factories; Winona gradually diversified her own sales channels, vigorously added more offline, and tried to get rid of single dependence.

Some domestic beauty products have gone abroad and started to show their strength on the international stage.

According to public data, Hua Xizi has been sold to Japan, the United States, Europe and other countries and regions; And relying on "girl’s heart" to win Lolita’s favorite flower knowledge has also caused repercussions in the Japanese market.

The process of the rising of domestic beauty products is doomed to be not smooth sailing. Only by reducing the low cost and increasing the consumption of feelings, a stable and far-reaching brand is bound to fail.

With the continuous evolution of these brands, more possibilities will be created in the future. May a hundred flowers blossom and domestic products become stronger.(This article is the first titanium media APP, written by Yuan Ning, edited by Zhao Hongyu)

references

1. Q2 Skin Care Products’ Restorative Growth, Focus on Performance Repair and Omni-channel Development of Key Brands in the Future-china galaxy Securities Research Institute