China Cosmetics Conference (11th) was held in 22nd June, 2018. BEIHAO CEO, Liang Hongli launched a speech--"The Future Of Mask"
From 5.9 billion in 2011 to 50 billion in 2017, China's mask market has increased nearly 10 times. In contrast to the hot mask market, there have been many problems in China's mask market in recent years, and mask companies are also facing great difficulties. BEIHAO CEO, Liang Hongli, summed up 3 outstanding points.
Endless Price War Among The Local Brands
China's mask market is so prosperous, but the local mask company does not make any profit. Why does this happen?
BEIHAO CEO pointed out that the local mask companies have been made themselves in the price war without any bottom line and integrity. They did not do any efforts on the promotion of the mask. Instead, they captured the market by the low retail price and low product quality.
“100 Yuan for 3 sets, 4 sets or even 6 sets”, some local mask brands always do such mask promotion, which lets the mask product lack of the competitiveness and repeat-purchase rate.
Korean Brands Made A Nifty Profit
Besides the price war among the local mask brand, the imported brands are also the strong competitors. Nelson data shows that the mask market in China, is about 50 billion in 2017. In such a huge market, why the local brand made no profit and who got it?
Korean brands have shared at least 10-20 billion of the Chinese mask market. Few people know that most of the raw materials of Korean mask are imported from China. Korean brands lacks of the brand service and the product experience, but their price is not low and they could attract more consumers in China.
Why? Because Chinese brand is the poor quality one? Or Chinese consumers worship all foreign things?
BEIHAO CEO, Liang Hongli, always believes that the best mask in the world is made in China.
Eye covetously From Europe and US Brands
Beside the Korean brand, the European and the US brands have begun to pay attention to the facial mask. Nowadays, they are lack of the understanding of the Chinese local market and the consumption habits. Once they make good use of their brand influence and resource in the field of the mask, the local market will be occupied soon.
How to make the impetuous mask market develop in the healthy way?
Impress Consumers With The Good Products And The Best Marketing
Product is “the One”, while marketing is “the Zero”. The good products and the best marketing are the future of the mask.
Good products require investment and innovation. BEIHAO has been following this value for so many years: there no future without R&D and innovation.
The innovation of a cosmetics enterprise depends on its strength of R&D, which is also the advantage of BEIHAO. At present, only "R&D And Innovation" can promote the continuous growth of mask products, create favorable market value, and then capture loyal consumers.
Basing on the market and the consumer demands, BEIHAO has been promoted: Silkara Mask, Japan Kishu Binchotan Black Gold Mask, Bulgarian Rose Water Mask, 100 Minutes Bio-cellulose Mask. All these are the strength of BEIHAO’s innovation.
Good products also need a good marketing plan. Good marketing must be carried out on the basis of products. Without good products, all marketing activities will go to zero.
Impressing consumers with good products and good marketing is the only solution for Chinese mask brands to break through the business dilemma. Who get well prepared, who could share the mask market with the amount of 200 billion.