标签归档 武汉男人网

Beijing Winter Olympics entered the countdown.

After being dormant for three seasons, skiers finally ushered in a grand skiing season.

More exciting than skiers are entrepreneurs related to the ski industry, who predict that the ski industry will usher in golden decade in the post-Winter Olympics era. According to the development plan of ice and snow sports, the total scale of China’s ice and snow industry will reach one trillion yuan in 2025.

However, as the skiing equipment just needed for skiing, it is expensive, which makes many friends who try to enter the circle discouraged and choose to change their hobbies. According to research statistics, ski equipment is indeed the project with the highest gross profit margin in the ski industry chain.

Is the ski equipment that burns money a good nugget market?

Skiing is addictive and burns money.

This is an exciting and challenging ice and snow sport. In the world of white clothes, every skier on the ski resort can fly freely and feel the speed and passion; Also in the ultimate concentration, harvest inner peace.

As a sport that requires high hardware facilities, skiing is quite expensive. Ski resorts, perfect supporting facilities, early teaching and training, personal equipment and convenient transportation all need certain economic conditions as support.

Taking personal equipment as an example, it is calculated according to the price range table of major brands compiled by EqualOcean.A set of primary ski equipment including ski suit, snowboard, ski pole and ski shoes costs between 3,000 and 10,000 yuan; And a skier, a set of top equipment from head to toe is more than 60 thousand yuan.If you are keen on buying joint models and limited models, the price will have to double.

The high unit price supports the profitability of ski equipment. According to data from Mob Research Institute,The gross profit margin of snowboards and ski suits in ski equipment is about 40%-50%.The gross profit margin of helmets and snow goggles can reach 70%;The gross profit margin of ski resort is about 15%, the gross profit margin of ski training is 30%-35%, and the gross profit margin of ski resort construction equipment is between 25%-35%.

Ski equipment is sold to individuals and to ski resorts respectively, and the gross profit margin is different. The profitability of the C-end far exceeds that of the B-end. According to the data of Toubao Research Institute, the gross profit margin of imported skis sold to ski resorts is 20%-25%, and the gross profit margin of individual sales can reach 50%. The gross profit margin of selling snow clothes, helmets and snow goggles to the snow field is about 30%-40%, and that of selling to individuals is 70%-80%.

The "aristocratic" movement lives up to its reputation. According to data from Mob Research Institute,At present, skiers in China are mainly male middle-and high-income groups in first-and second-tier cities, with the age of 25-34 and the monthly income of over 10K.

Even if you have enough economic strength, you can’t ski at will. Skiing is seasonal and restricted by the venue. Even in winter, you can find venues around your home or city when you want to ski. Sometimes you need to take a car, drive by car or even fly to other cities and countries.

Limited by economic conditions, venues and seasons, the number of skiers in China is less, and most of them are skiers. According to the data of White Paper on Ski Industry in China,In 2019, the number of skiers in China was 20.9 million, of which 77.4% experienced skiers, and the average number of skiers per year was no more than two.

A large number of people who only skate once or twice a year prefer to rent equipment in the snow field, and it is difficult to form purchasing power. Therefore, although the unit price of ski equipment is high, it is a typical niche market.

The Research Report on the Development of Ice and Snow Industry in China shows that in 2020, the total scale of China’s ice and snow industry has reached 600 billion yuan. According to the data of Zhiyan Consulting, under the huge ice and snow market scale, the ski market in China will be about 83.56 billion yuan in 2020, and it will be subdivided into the ski equipment market with a scale of about 12.69 billion yuan.

With the approach of the Winter Olympics, there have been several "skiing craze" in China in recent years.

Actually, skiing in China started late, and the third Asian Winter Games was held in 1996, which was the beginning of skiing in China. In France, there were 45,000 skiers in 1950; In Japan, the skiing craze rose in the 1960s. In 1980, nearly 30% of Japanese men aged 20-24 participated in skiing.

Taking the Winter Olympics as an opportunity, many enterprises have begun to lay out the ice and snow industry in China in recent years. Equipment with strong profitability and as a necessity for skiing has become one of the choices in the market.

According to Tianyancha data, since 2015, the number of registered enterprises with "skiing" has increased significantly. In 2019, the number of registered enterprises exceeded 1,000, and currently there are more than 6,400. As a ski equipment in a niche market, there are more than 40 related companies.

Enterprises operating ski equipment can be divided into three categories, the first isComprehensive sportswear enterprises such as Pathfinder, Anta and 361,Starting with the layout of ski costumes;Cabin skiing, as the representative, not only provides personal skiing equipment, but also includes ski resort equipment.Such as ice machines, snow-pressing vehicles, snow-making machines, snowmobiles, lighting systems, etc. In addition, there are someEnterprises that focus on making personal ski equipment brands, such as running river, Zero Summer, Vector, etc.

However, the domestic ski equipment market is still in a very early stage compared with foreign countries. Wu Bin, vice chairman of Beijing Ski Association and president of Cabin Ski, once said,Due to the late start of China’s ski industry, there is still a big gap between the manufacturing technology and product quality of domestic ski equipment manufacturers and foreign famous brands.

Liu Fengxi, the founder and &CEO of Zero Summer, told Yiou EqualOcean that the source of skiing equipment in China is mainly snow fields and factories that produce skis, and there is a lack of core talents in R&D and design. Taking advantage of the "skiing fever" in the Winter Olympics, many enterprises that have never dabbled in skiing equipment have started to make skiing equipment, but most of them are directly produced by using the existing molds in the factory, which is not able to meet the needs of skiers for snowboarding performance at different stages.

Skiing requires high quality ski equipment,Domestic skiers are more inclined to buy high-end ski equipment of imported brands.

Take veneer as an example, Burton, an American outdoor skiing brand, has a market share of 30%-40% in China, and the price is usually around 10,000 yuan. In the alpine skiing, snowboarding and freestyle skiing events of the 13th National Winter Games, the contestants from all over the country basically used imported ski equipment from snowboards, snowshoes, fixers, helmets and leggings. The top ten ski brands on the China brand network are also foreign brands.

A skier goes from an experiencer to an enthusiast, and finally to an enthusiast. With the progress of skiing technology, the requirements for skiing equipment will become higher and higher, and it will often go through the process from renting to purchasing, and then from entry to high-end.

The ski equipment that can be rented in the ski resort is more just the choice of novice experience. Some skiers said to Yiou EqualOcean, "The rented things will take only one snow season, and the next snow season will feel that they can’t keep up with your level."

When you are fascinated by skiing, a set of self-purchased primary equipment can’t meet the demand. "Many people are eager to throw away their previous primary boards after they are advanced" and "the budget is at least 5000+, which is considered to be out of the ski field".

What’s the difference between a less satisfactory set of equipment and an excellent set of skiing equipment?

From the user’s point of view,"You get what you pay for, and the imported snowshoes are the difference between the slippers in the bathhouse and your running shoes."Some people are so figurative.

Once skiing in into the pit,"integration of human and board"The realm of snow friends has become the direction of continuous exploration. "Bad equipment will affect your progress, and you can’t feel the feedback from snowboards and snowshoes."

For snow friends who like to play handsome and shoot videos, the appearance and design of some domestic brands have also been spit out. "Domestic brands also have good quality, butSkiing can’t just consider the role of protection, everyone wants to dress more handsome. "

In Liu Fengxi’s view, domestic brands and foreign brands cannot be unilaterally distinguished. The key is to do a good job in products.

He believes that there is a social division of labor in the whole market, and domestic and foreign countries are not completely independent. For example, the small blackboard in zero summer, 90% of the raw materials are imported, the design and development team is in Seattle, looking for a China foundry to produce, and the boss is from China; Both Philae and Archaeopteryx were acquired by Anta. In fact, it is difficult to define whether they are made in China.

China is the world’s foundry,"Almost all ski brands you can see and hear, especially veneers, are Made in China",But "there are the best factories in China and the worst factories in China. The same factory can produce the best things in the world and the worst things".

For related enterprises, the gap between skiing equipment has been widened as early as the initial stage of research and development. This is a highly personalized sport, and brands will inject their understanding of skiing into their products.

As an enthusiast who started skiing in 2002 and skied around the world for two or three hundred days a year at the craziest time, Liu Fengxi has seen different people, different ways of playing, different brands and equipment. The biggest feeling is that,There is a problem of vision in making ski equipment. It is not simply a product, but an understanding and love of skiing, and more professional knowledge is needed.

Take snowboarding as an example. It takes at least two years for a complete snowboard to come out. In the early stage, we need a lot of experimental data, drawing and developing molds, and in the later stage, we need a lot of time to test on the snowy road and collect feedback to revise and adjust raw materials, molds and specific parameters.

Max Parrot, a new Olympic silver medalist who signed a contract with Nobaday, tested his snowboard for nearly 100 times. Through constant experience feedback, he made a series of adjustments in design and raw materials to achieve his satisfactory competition state.

Source: Zero Summer Official Authorization

Nicole Ning, who is responsible for the development of Pathfinder’s ski product line, once said: "There are not many talents who are proficient in skiing, materials science and fashion design in China, but there are many big brands abroad, such as TNF and Archaeopteryx." Therefore, the designers of the Pathfinder ski project should snow for a certain period of time every winter to experience their own products, observe what clothes people around them wear, and exchange ski culture and product experience with the big coffee in the ski circle.

"Maybe the practice of each brand will be different, but it takes a lot of time, energy, financial resources and material resources to really do ski equipment well." Liu fengxi said.

In addition to the understanding of skiing, a lot of research and development, design and testing in the early stage,Establishing brand recognition in consumers’ minds is also a compulsory course for ski equipment enterprises.

An expert who has been operating in the ice and snow equipment industry for seven years said that in fact, the related technologies of ice and snow equipment have been localized, and China is not without excellent ski equipment.

Take snowboarding as an example. Snowboards imported from China and Europe use the same production line. Because China enterprises do OEM production for imported brands of snowboards, the raw materials, technology and quality used by domestic snowboards are no different from those of imported brands, but consumers’ recognition is low, resulting in the price of domestic brands being about 30% lower than that of imported brands.

Many foreign brands originated from a certain sport, such as lululemon’s yoga clothes, Archaeopteryx’s jacket and Burton’s ski suit, while domestic brands have a relatively broad positioning. Pushing the door open is called outdoor, and closing the door is indoor.

People who like climbing, hiking and skiing are not the same kind of people and have different equipment. "If you can’t make a yoga suit, it is a yoga brand. If you make a ski suit, it is a ski brand. Users’ understanding of the brand will only become vague and not specific." Liu fengxi believes.

Ski equipment brands should enhance users’ core perception, bind with a relatively vertically subdivided sport, and create core equipment for them as brand endorsement.

In skiing, a good ski suit is helpful to athletes, but it doesn’t play a decisive role. In order to make achievements, athletes have to rely on the core hardware to equip snowboards, fixers and snowshoes. This is like the difference between a racer’s racing suit and a car. In skiing, skis, fixers and snowshoes are that car.

However, even if Anta, the sponsor of the Winter Olympics, cuts into ski equipment with ski clothes, and there is still room for improvement in the ski core equipment.

Skiing, which is called "aristocratic" sport in China, has basically become synonymous with winter sports in Europe, America, Japan and South Korea.

According to the Report on the Development of Ski Industry in China, the population penetration rate of ski market in China is only 1%, which is far from the 35% in Switzerland, the largest Nordic skiing country in the world, and also lags far behind the 9% in Japan and 8% in the United States. This also means that there is still much room for improvement in China’s ski-related industries.

Taking the Winter Olympics as an opportunity, the State Sports General Administration put forward the goal of "300 million people on the ice and snow".

Liu fengxi explained,The goal of "300 million people on ice and snow" is well-founded., not groundless. Referring to the developed countries such as the United States, Japan, Switzerland, Austria, France, Canada, etc., the total skiing population basically accounts for about 10%-30% of the total national population, and there are about 1.4 billion people in China, which is almost 300 million people based on the average ratio of 20% in developed countries.

Before 2015, the domestic ice and snow industry grew almost savagely. In 2015, Beijing successfully bid for the Winter Olympics, and the state issued a series of policies to promote the development of the industry.

During 2016-2020, the state and local governments promulgated the Development Plan for Ice and Snow Sports (2016-2025), the Popularization Plan for Mass Winter Sports (2016-2020), the National Construction Plan for Ice and Snow Facilities (2016-2022) and the National Measures for the Administration of Winter Sports Competitions (for Trial Implementation).

The United States has hosted four Winter Olympics and Japan has hosted two Winter Olympics.Every "post-Winter Olympics" era has brought a very large increase in the number of skiers, the improvement of hardware facilities and the improvement of basic service capabilities.

After Beijing’s successful bid to host the Winter Olympics, entrepreneurs and investors were moved by the wind, and many emerging entrepreneurial projects were favored by investors, such as zero summer, skiing, skiing, and Vector, covering the entire ski industry chain, including ski equipment, ski training, ski information, and ski services.

The approaching of the Beijing Winter Olympics has obviously brought about a wave of skiing craze.

In 2020, the amount of skiing-related notes published in the lifestyle community Little Red Book increased by 89% year-on-year; In late November of that year, the search volume related to skiing content increased by 150% year-on-year, and the release volume increased by 300% year-on-year.

According to the "2020 Winter New Vitality Life Trend Report" released by CBNData and Tmall Sports, from November to December, 2020, the sales of ski equipment increased by 1300% year-on-year, and domestic emerging brands such as Nanen, Vector and Nobaday entered the "Top 10 brands that love ice and snow in the Z era".

Without the maturity of infrastructure, there will be no real skiing craze, and the hosting of the Winter Olympics has become the target node of many infrastructure construction in China. From 2014 to 2019, the number of ski resorts in China increased from 460 to 770. In 2020, affected by the epidemic, there were 715 ski resorts operating normally.

The supporting facilities around the ski resort are also constantly improving, and we try to break through the seasonal restrictions of skiing to achieve all-season operation. In the non-snow season, we operate cross-country mountain bikes, real-life CS and other projects, and develop into an ice and snow town integrating tourism, entertainment, commerce and real estate.

Yu Jingming, the founder of Le Dian Skiing, pointed out that if we look at the development of Chongli, we will know that the changes in the ski resort are amazing. Now we simply can’t see that it used to be a poor county. When Wanlong opened its business, it didn’t even have a hanging box, and now its hardware and services are close to the Japanese level.

However, this is only the beginning. Before the successful hosting of the Winter Olympics, the market was more eager to lay out infrastructure such as snow fields and improve transportation hotels and other supporting facilities. Liu Fengxi said,After 2022, we will welcome the golden decade of skiing industry.

The ski industry is welcoming golden decade. Is the ski equipment expected to become a mass market from a niche market?

The International Snow Federation defines the difference between skiers and enthusiasts by two criteria: first, whether it has its own equipment, and second, whether it has the frequency of skiing in ski resorts for 5 times or more every year.

In China, where there are many skiers, the first piece of equipment for many skiers has not been solved, and "at least 15 pieces of equipment are needed to really experience skiing".Liu Fengxi said that the current market is still in the stage of low conversion rate, and many skiers ski once a year, making it difficult to form purchasing power.

The ski equipment market should ride the wind of "300 million people on ice and snow", and the key is to improve the conversion rate.Let more people get on the ice and snow, turn more skiers into skiers, and the demand for equipment is gradually increasing. This requires the promotion of the general environment, the improvement of venues and supporting facilities, and the improvement of national consumption level.

China Ski Industry Development Report predicts that by 2022, the number of skiers is expected to rise to 45 million, and the ski retail equipment market in China will reach 45 billion yuan. This is still a niche market.

However, there is no small market, only small brands. Ski equipment has the characteristics of just need, high profit and growth. A brand widely accepted and recognized by consumers is far more useful than the scale of 100 billion and the space of one trillion.

　　Affected by cold air, in the past few days, most parts of the country have experienced different degrees of cooling from north to south, and the cooling range in some areas has reached 8 ~ 10℃, affecting a wide range, from northeast to southwest, and obvious rain and snow weather has also appeared in the north and south. However, today and tomorrow, the impact of cold air is coming to an end, and the national weather situation is about to have a major turning point. The temperature in most areas will stop falling and pick up, and the southern region will also change from the previous rainy and humid state to a relatively dry and sunny weather.

　　It is estimated that from April 1 to 2, cold air will mainly affect southwest and south China, and the temperature will drop by 4 ~ 6℃ in central and western Yunnan, Fujian, southern and eastern Guangdong, Hainan Island and other places, and the local temperature can reach above 8℃. The above areas are accompanied by 4 ~ 5 winds and gusts of 6 ~ 7. There are small to moderate rains in most parts of southwest China, south of the Yangtze River and south China, among which there are heavy rains or rainstorms in parts of Yunnan, Guangdong and Hainan Island.

　　In addition, during the daytime from April 1 to 3, due to the influence of cold air, there will be strong winds of 7-8 grades and gusts of 9 grades in the southern part of the East China Sea, Taiwan Province Strait, east of Taiwan Province, bashi channel, northern and central South China Sea, southwestern South China Sea and Beibu Gulf, among which the winds in Taiwan Province Strait, parts of the central and western South China Sea can reach 9 grades and gusts of 10 grades. Remind ships sailing and operating in the above-mentioned sea areas to pay attention to defending against strong winds at sea.

　　CCTV News:On the afternoon of 22nd, Foreign Minister Wang Yi and South Korean Foreign Minister Kang Jinghe met for the third time since August. For the first time, on August 6th, Wang Yi met with South Korean Foreign Minister Kang Jinghe while attending a series of foreign ministers’ meetings on East Asian cooperation in Manila.

　　Wang Yi said that the deployment of "Sade" harms China’s strategic security interests, which is not the way for neighboring countries to get along with each other, nor is it the proper meaning of strategic partners. It is hoped that South Korea will make efforts to eliminate the "obstacles" and "stumbling blocks" in the development of China-ROK relations.

　　Kang Jinghe said that the ROK hopes to maintain communication with China, work hard to solve the problems existing in bilateral relations, and promote substantial improvement in bilateral relations.

　　The second time was on September 20th, when China’s Foreign Minister Wang Yi attended the UN General Assembly in new york, he met with South Korean Foreign Minister Kang Jinghe.

　　Wang Yi: Resolutely oppose the deployment of "Sade" in South Korea

　　Wang Yi said that China understands South Korea’s need to safeguard national security, but we firmly oppose the deployment of the "Sade" system in South Korea, because this move goes beyond South Korea’s own defense and directly harms China’s strategic security interests. China urges the ROK to face up to China’s legitimate concerns, properly handle this issue as soon as possible, and effectively remove the stumbling block that hinders the development of bilateral relations. 　　

　　Korean Foreign Minister: Trying to find a solution to the "Sade" problem

　　Kang Jinghe said that since the establishment of diplomatic relations 25 years ago, the relations between the two countries have made great progress and experienced some twists and turns. South Korea is willing to strengthen communication with China, strive to find a proper solution to the "Sade" issue, and promote the revitalization and motivation of bilateral relations. 　　

　　The two sides agreed to push exchanges in various fields back to the right track.

　　On October 31, China and South Korea released news at the same time, introducing the communication between the diplomatic departments of the two countries on China-ROK relations, expounding their positions on issues such as "Sade" and agreeing to promote exchanges and cooperation in various fields to return to the normal development track at an early date.

　　South Korea released a positive signal to adjust bilateral relations

　　Recognizing China’s position and concern on the issue of "Sade", South Korea clearly stated that the "Sade" system deployed in South Korea does not target a third country according to its original deployment purpose, that is, it does not harm China’s strategic security interests. From the standpoint of safeguarding national security, China reiterates its opposition to the deployment of the "Sade" system in South Korea. The two sides agreed to communicate on issues related to "Sade" that China is concerned about through the channels of the two armies.

　　South Korean Foreign Minister Kang Jinghe’s visit to China has aroused great concern from the outside world. What issues will Kang Jing and his trip to China talk about with China and what results will be achieved?

　　Su Xiaohui, Deputy Director of the Institute of International Strategy, China Institute of International Studies.: "The communication between China and South Korea will focus on several levels. The first level is the level that everyone is most concerned about, which is the future direction of China-South Korea relations. We saw that on October 31, China and South Korea released a news release at the same time, which made a new orientation for the future development of China-South Korea relations. Therefore, Kang Jinghe’s visit is an attempt to promote the further transformation of China-South Korea relations and warm up the relations between the two countries. Promoting such high-level exchanges between the two sides is probably an important purpose of Kang Jing and his trip. "

　　Experts believe that since the establishment of diplomatic relations 25 years ago, the relations between the two countries have been generally stable, but there have been some twists and turns. Over the past year or so, China-ROK relations have been challenged by the deployment of the "Sade" system in South Korea. At present, South Korea is trying to adjust its policy to respond to China’s important concerns and move in the opposite direction with China. This is a very positive signal, which has rubbed against the cold Sino-Korean relations for a period of time, thus entering the stage of adjustment and improvement.

　　Su Xiaohui, Deputy Director of the Institute of International Strategy, China Institute of International Studies."South Korea sent a clear message in October, hoping that China and South Korea can meet leaders and achieve high-level exchanges, so that Moon Jae in can visit China and further promote the development of China-South Korea relations. Under such a background, China also sent a positive signal, hoping to get along with its neighbors in a friendly way."

　　According to public opinion, as important neighbors, both China and South Korea hope to maintain benign communication at all levels, including politics, economy, security and other fields, so as to make the relations between the two countries better, not worse.

　　Su Xiaohui, Deputy Director of the Institute of International Strategy, China Institute of International Studies.: "At present, it should be said that China-ROK relations are on the track of benign interaction. From the perspective of the ROK, we hope to push bilateral relations to a better future, properly control differences, and make China-ROK relations more in line with the significance of the two countries. And we will see that the fundamental reason behind the current interaction between China and South Korea is that both China and South Korea believe that the sound development of bilateral relations is beneficial to the national interests of the two countries. "

Image source @ vision china

Wen | Whale Research Brand Laboratory, Author | Huang Xiaojun

This article is a bit long, and I mainly want to finish talking about China’s beauty brands at once. The core idea comes from a report of Huaxing Capital a long time ago, which is roughly summarized at the beginning of the article:

From the past, beauty is essentially a marketing-driven and channel-driven industry, and research and development is not the most important driving factor.

Therefore, we see that every marketing change and channel change may bring a wave of overtaking opportunities in corners.

However, in the 21st century, the consumption trend of extreme cost performance has accelerated to become a reality, and product research and development will become the brand competitiveness in the next stage for the first time.

All right, let’s start from the beginning.

The reason is that some time ago, Mao Geping, a famous domestic makeup artist, was a guest in the live broadcast room in Li Jiaqi. She just changed her eyebrows for the anchor and turned into Liu Yifei at once, which was quite shocking.

For a time,# Mao Geping, one household, one leveling, realizing Liu Yifei freedom #, quickly became popular on various platforms.

In fact, as early as the end of March 2020, on a live broadcast in Li Jiaqi, 40,000 pieces of dermabrasion artifacts were sold. As a straight man, looking at the MGPIN logo on the box can be described as a face of embarrassment.

What is this thing? Even many young ladies can’t explain it clearly. Most of their answers are: familiar and unfamiliar.

It is actually the beauty brand of the same name in Mao Geping.According to media reports, MGPIN is the only top international makeup brand in China.

Compared with Chanel, Dior and other international brands, it ranks 11th in the TOP15 in the world.

More data show that the gross profit of MGPIN has exceeded 85% in recent years, much higher than that of L ‘Oreal (71%) and Shiseido (74%~75%).

In this battle, the perfect diary meets MGPIN, much like Ling Huchong meets the wind and clear air at Siguo Cliff.

However, this legendary beauty industry in China has only 2 million fans in the flagship store, which is less than 1/10 of the perfect diary.

Brand mystery, data conflict, what about MGPIN?

Mao Geping studied in the Shaoxing Opera Class of Zhejiang Art School in 1977, and went to Zhejiang Shaoxing Opera Troupe after graduation.

But later, it seems that the professional position is somewhat biased. There are few well-known Yue Opera performances in Mao Geping, but they have served as makeup artists for many tracks.

At that time, Mao Weitao, the head of Zhejiang Xiaobaihua, often asked Mao Geping to make up.

It was the 1990 edition of Yang Naiwu and Chinese Cabbage that made insiders realize Mao Geping. Tao Huimin, the star of the play, was a protege of Yang Xiaoqing, the director of the Yue Opera Troupe at that time.

Mao Geping was recommended by the latter as a makeup artist in Tao Huimin.

By 1995, Wang Wenjuan, the representative inheritor of Yue Opera, will make a TV series "Meng Lijun".

Mao Geping, who helped Tao Huimin become the hottest actress in China, has certainly become her first choice as a makeup artist.

At that time, Wang Wenjuan was 70 years old, and just like Mao Geping’s magic, she turned into a big girl.

In this drama, the douban score is 9.0 so far.

At the same time, the 1995 version of Wu Zetian was ready to start shooting. The protagonist Liu Xiaoqing was 40 years old at that time, but she had to play the whole process of Wu Zetian’s growth from 15 to 80.

This test of makeup is equivalent to the classic line of Queen Ulanala Yixiu in empresses in the palace."Men and women can’t do it!" .

After asking around the world, Liu Xiaoqing found Mao Geping.

In this TV series, Mao Geping has devoted his life to Liu Xiaoqing.Even made a guest appearance as a little eunuch.

Looking back 25 years later, it should be the most beautiful role that Liu Xiaoqing played in his life.

After many years, it is said that Liu Xiaoqing wanted to relive the glory of Wu Zetian more than once, but never achieved it.

According to legend in unofficial history, Mao Geping did not intend to do this business at that time. After all, he is busy with a big list, 100 episodes of Kyoto Chronicle.

Liu Xiaoqing is full of momentum. She said to Mao Geping, as long as you make up Wu Zetian’s makeup, you can be famous all over the world, and even get rich.

Sister didn’t brag.

The 1995 edition of Wu Zetian is like an advertisement for Mao Geping to walk.

Since then, the little eunuch in the play has become a hot makeup artist and the most trusted magician of the actress in China film and television dramas.

After the 1995 edition of "Wu Zetian" swept the country, Mao Geping almost became Liu Xiaoqing’s royal makeup artist.

Until 2016, Liu Xiaoqing starred in the historical drama version of "Wu Zetian", and Mao Geping accompanied her all over the world.

If there was a delay, it was probably in 2008.

At that time, Mao Geping was appointed as the chief makeup artist at the Beijing Olympic Games, during which he also made makeup for Jacques Rogge, president of the International Olympic Committee.

But this is no longer Mao Geping’s main business.

In an interview with Jiangsu Satellite TV, Mao Geping said that he left Beijing at the end of 1995 and hasn’t been to that land for the next eight years.

"If I don’t take any drama, I want others to forget me."

Disappear, but for a more gorgeous appearance.

In fact, as early as 1998, Mao Geping was vaguely shuttling in people’s field of vision.

At that time, he published his makeup experience into a book and toured more than 60 cities across the country to give lectures.

Everywhere I went, many people asked Mao Geping if he could accept his disciples. When so many people asked him that Mao Geping couldn’t remember, he came up with the idea of opening a school.

In 2000, Mao Geping established the Image Design Art School in Hangzhou, and successively opened branches in Beijing, Shanghai, Shenzhen, Chongqing, Chengdu, Zhengzhou, Wuhan, Qingdao and other cities.

According to media reports, education classes in Mao Geping are expensive:

The cheapest manicure class is 2500 yuan, and the most expensive film and television special effects makeup class needs 52800 yuan.

However, such a price did not scare off students who came to study, and only the teacher class trained more than 500 excellent lecturers.

Mao Geping Niu Niu is in the makeup technology.

"Fashion New Watch" had previously written that,After seeing Angelababy and the makeup artist in Liu Shishi, I still want to send my head to Mao Geping.

Just last year, Mao Geping changed the makeup of blogger @ Late at Night, turning the round face into a melon face and hiding the tears and decrees.

The corresponding video quickly boarded the hot search in Weibo, and was broadcasted by bilibili and Tik Tok, with the viewing volume reaching 1.3 billion times.

In 2000, Mao Geping also did another important thing, that is, registered the MGPIN brand and began to sell cosmetics.

Now that I think about it, the logic is simple.

When their students leave the society after graduation, these professionals will surely praise the cosmetics of the master’s family in the future procurement and promotion.

Those female consumers who have heard about Amway from Tony, a teacher in the beauty industry, will probably look for generations to buy one, even if MGPIN is only available in Iceland.

The data speaks for itself.

MGPIN updated its prospectus once in 2018, and the data shows that:

In the first half of 2014-2017, the sales proportion of training channels reached 9.32%, 8.42%, 7.56% and 8.96%.

Why is the data so old? Tiger sniffing article gives an explanation:

Theoretically, the prospectus is valid for six months, that is, "the issuer shall use the prospectus within the validity period to complete the issuance from the date of the last signing before the public offering."

In this regard, Tiger Sniff contacted the Secretary-General’s Office of Mao Geping, saying: "All along, the company has updated the prospectus according to the standards of the CSRC, and the latest financial report data of the prospectus also covers 2020, but I don’t know why the CSRC official website has not publicly disclosed it."

Tiger Sniff also called the CSRC for public consultation, but the staff all said that it was not within the scope of acceptance. “

Mistake, it’s not good for students to bring goods.

In fact, the main sales channel of MGPIN is the offline counter.Cosmetics sell Level, which can maintain high-end brand tonality well offline.

Like Chanel, Dior and other luxury goods, MGPIN is mainly stationed in the flagship shopping malls of large chain department stores, all of which are local landmarks and CBD centers, and adopt the mode of direct department store counters.

According to "Tianxia Online Merchants", at present, MGPIN has more than 250 counters all over the country, covering all the cities from the third and fourth tier to the north, Guangzhou, Shenzhen and Hangzhou, and all of them are direct channels without exception.

Take the Mao Geping counter of Yintai Department Store Wenzhou World Trade Store as an example. In the first year, the annual sales of a single counter exceeded 10 million, and the repurchase rate exceeded 50%.

I have a friend who is a cabinet sister here. She proudly told me that our counter is the first in MGPIN in China.

It’s hard to say whether it’s because of the strength of the product. But makeup teaching is more tempting for young ladies.

In the MGPIN counter, as long as the purchase reaches a certain amount, the makeup service will be given away. The counter requires the counter sisters to "teach" the makeup of the guests and will teach the customers.

For most cosmetics, it’s not that the product won’t work, but that consumers won’t buy it back.

When MGPIN teaches consumers to sell products, they naturally feel that other people’s products are awesome.

Admire your own divine logic.

In the words of the cabinet sisters, "when the products are sold, our service has just begun."

And what service brings is stickiness.The membership stickiness of MGPIN can kill all Internet brands almost instantly:

If you spend 8800 yuan, you can become a member of Supreme Fashion, and its repurchase rate is 68.38%.

The lowest consumption standard is the beauty members in 300 yuan, and their repurchase rate has reached 33.76%.

Such stickiness basically eliminates the need for Mao Geping to advertise in Xiaohongshu. Publicity expenses, which account for less than 10% of revenue each year, can achieve 300 million revenue and 85% gross profit.

L ‘Oré al’s gross profit is only 71%, and Shiseido, a high point, is 75%.

As early as December 2016, Mao Geping submitted a prospectus to the China Securities Regulatory Commission, intending to be listed on the main board of Shanghai Stock Exchange. However, after updating the prospectus in 2017, its IPO process stagnated until the end of October 2021, which lasted for five years.

Today, Mao Geping’s prospectus is still in the 2017 edition, and it has not been approved for listing since the meeting, and it has not disclosed the company’s financial information in recent years.

Why is it so difficult to go public in Mao Geping? There are problems at the enterprise level, as well as problems at the industry and track level.

Let’s start with Mao Geping himself.

Mao Geping’s signature product is actually a kind of thing called high gloss cream.

Its function is to make people’s face more three-dimensional, and it can fill tears and decrees. It is said that in order to verify the makeup degree of the base makeup, Mao Geping once wore a down jacket and ran and sweated in the room in summer.

After more than 100 formula tests by the master, MGPIN made a high-gloss cream.

Although it was in 2000, this high gloss cream was also sold in 690 yuan. However, compared with a small kidney shaking a black bottle and a kidney, it is still extremely cost-effective.

Therefore, high gloss cream has become the brand’s "sales crown" for more than 20 years.

Mao Geping is the biggest asset of MGPIN product research and development.

Mao Geping is a master’s endorsement in determining the direction of new product research and development, competing product analysis, formula research and development, function testing and sample trial.

After that, MGPIN will entrust the processing factory to manufacture, and 58% of the raw materials will be purchased by the company and then delivered to the processing factory.

But how high is the real R&D capability?

There are only 15 R&D personnel among the 1,321 employees of MGPIN. In the first half of 2014-2017, R&D expenses accounted for the highest proportion of revenue.

For a long time, the investment in R&D is low, so that Mao Geping has not formed its own unique formula and core technology.

In terms of patents, there are only three design patents in Mao Geping, namely, cosmetic box (high gloss powder paste), cosmetic box (four-color eye shadow) and mascara shell.

Of course, this is a common problem in the beauty industry.

According to the research report of Huaxing Capital, the research and development expenses of cosmetics groups are usually very low, and the real technological innovation may only appear in the world in 3-4 years.

At present, the core selling of cosmetics is "hope", and marketing is the core competence.

And from the beginning of Liu Xiaoqing’s makeup, the marketing of this brand began.

Next, I want to be serious and talk about the problems of the industry.

In 2006, the world’s first grafted mascara was born in the beauty industry.

This artifact, which can draw big-eyed tassels without false eyelashes, achieved an amazing performance of selling one every 15 seconds in that year.

Grafted mascara is a domestic make-up brand.MariedalgarThe first product launched.

Next, Mary Daijia pioneered the first 360-degree rotating brush head mascara, the first micro-vibration electric mascara, the first baking series eye shadow blush, and the first DIY eye shadow customized by makeup …

It can be described as explosive products.

In 2010, the largest mascara production base in Asia was also completed under the preparation of Mary Daijia.

This year, Hunan Satellite TV’s fashion entertainment program "I am a great beauty" was launched, and the first broadcast ratings became the first in the country at the same time. And the eye series products used in this program are from Mary Daijia.

This has ushered in five years of rapid development for Mary Daijia and the entire beauty industry in China.

According to the 2016 China Cosmetics Investment and Financing Report released by Pinguan.com and Chessboard Capital, 79% of the cosmetics industry invested and financed in 2006-2016, and 46% in 2014 -2016.

In 2010, cosmetic brandsFangcaojiSuddenly the fire broke out. At that time, it was the first cosmetics brand to invest 1 million advertisements in Taobao. In half a year, its turnover exceeded 20 million, making it the first cosmetics category in Taobao.

Four years later, Fangcaoji faded out of people’s sight, and one was calledWISOur brand has been screened in Weibo. Through Weibo’s monetization tools such as Fantong, WIS accumulated 3.5 million fans a year, and its annual sales exceeded 200 million.

By 2016, the retail transaction scale of beauty cosmetics in China has reached 336.061 billion, and the total consumption in the domestic market has surpassed that of Japan, making it the second largest cosmetic consumer in the world.

The best category is make-up. The market share of local makeup brands surpassed foreign brands for the first time in 2016, contributing 52% of the market sales.

You know, at that time, there was data that 62% of urban women put on makeup almost every day, which promoted the makeup market to achieve a compound growth rate of 10.20%.

This year, Mary Daijia once again stood out from the popularity of Fangcaoji and WIS, and became the first in the 2016 Tmall Double Eleven cosmetics category sales list.

In the same period, another one was calledPerfect DiaryOur brand was also born in Guangzhou.

By 2018, the tender and perfect diary will participate in Tmall Double Eleven activities for the first time. Unexpectedly, this brand took only 1 hour and 28 minutes to become the first makeup brand of Tmall Beauty with a turnover of over 100 million.

A new dark horse appears in the field of makeup.

In that year’s makeup category list, Mary Daijia paid a discount rate of 63.2% and grabbed a market share of 2.3%, ranking ninth. The perfect diary only used a discount rate of 37.9%, in exchange for a market share of 3.3%, ranking fourth.

In 2019, Tmall Double Eleven, Perfect Diary became Tmall’s first make-up brand with sales exceeding 100 million, ranking first on the list. Mary Daijia, once the first domestic makeup, missed the top ten on the list.

Iron list, running water brand.

What makes us proud is that no matter how popular the brand is, domestic beauty brands finally have a place in the list.

According to the statistics of 22 mainstream platforms from the star map data, Perfect Diary still ranks first among the top five brands in the online beauty industry in 2020, and Hua Xizi, a domestic brand that emerged in the same period, is also on the list.

Of course, Mary Daijia, who left the list, did not lose her performance.

As a domestic make-up head brand, Mary Daijia’s previous live broadcast set a record of selling more than 30,000 pieces and sales exceeding 5 million yuan.

However, these performances can’t escape the "curse" of the entire beauty industry, and there are explosive products without brands.

Throughout the growth history of Mary Daijia, from grafted mascara to mushroom makeup, the trajectory of explosive products is particularly obvious. Compared with the perfect diary, it has become an explosion-proof manufacturing machine. At the hottest time, the sales volume of six popular items broke 100,000.

When Tiger Sniff Pro interviewed Wu Zhigang, general manager of OIB.China, he talked about the phenomenon of the explosion of perfect diaries. The latter said,"This is not the victory of the brand, but the carnival of explosive products."

Compared with L ‘Oré al, Estee Lauder and Shiseido, the brand presence of China Beauty Cosmetics is really weak.

This is actually a product of the times.

China’s post-90s generation has an unprecedented acceptance of new things, but is particularly sensitive to price and quality-such user characteristics have boosted the brand-free movement with the highest cost performance.

As early as twenty or thirty years ago, Uniqlo was born in Japan.

In the Fourth Consumer Era, San Pu Exhibition indicated that Uniqlo catered to the Japanese "new generation of human beings", who were shown around Ginza by service in childhood and began to play in Shibuya in high school.

But at the bottom, it is still the economic foundation that determines the superstructure.

The development of Uniqlo is inseparable from the Plaza Agreement. After the signing of this agreement, the exchange rate of the Japanese yen soared, and Japanese goods no longer had a price advantage in overseas markets.

Young people no longer dare to touch expensive and luxurious clothes, but have a demand for "fashionable and durable, but not expensive".

Obviously, China is experiencing such an economic cycle.

As the main consumer group, the post-90 s generation is faced with mortgage and car loan, and will return to the old mortgage as soon as they graduate.

Nielsen’s survey of young people aged 18-29 shows that 86.6% of the people in the survey belong to "indebted people", with a per capita debt of 120,000.

The global market is following such economic laws, and Swatch is the triumph of cost performance in Europe; WalMart is the victory of cost performance in America; Decathlon is a cost-effective anti-market behavior in the luxury market in France.

What these brands have in common is that they are squeezing the brand premium. They are king through products, even without brand management, in fact, in the end, a familiar brand will be born.

Today, the China market repeats itself.

Mary Daijia and the perfect diaries are one of the typical representatives.

Cui Xiaohong, the founder of Mary Daijia, once said that the company wants to catch the group of people who are "young, fashionable, confident and not blindly obedient".

She introduced, "Young people living in the present receive information from different countries, have an international perspective, and have their own tastes and opinions. Name cards are not so important, they just want to find something that suits them. "

This group of people must conform to the brand’s value proposition in order to resonate in the subsequent connection.

To connect with this group of young consumers, products are of course the most direct medium.

Since the grafting mascara won the favor of the market, Mary Daijia has expanded from a single product to a series of brand products, such as facial makeup, lip makeup, eye products and so on.

In this process, how to make series products become explosive products is the top priority of brand operation.

First, focus on the user scenario.

Take "Little Mushroom", a makeup item with monthly sales exceeding 100 million, as an example. Before polishing this product, Mary Daijia conceived many scenarios:

Users get up in the morning in a hurry to go out, and there is not enough time. The makeup in a hurry leads to uneven distribution of foundation on the nose; When making up, the table, mirror and hands are all covered with liquid foundation.

Therefore, the three-dimensional puff of small mushrooms has a strong ability to absorb foundation, streamlined radian design, and no dead angle fits the contour of the skin; Stamped design allows users to "bang" a few times, so they can simply and conveniently apply makeup.

When our team interviewed Cui Xiaohong, she once said that she would read the user comments of Tmall flagship store before going to bed every day to understand the real needs of consumers.

Second, content connects users.

With products that can express pleasure, enterprises have to interact with consumers through them and resonate with them.

Mary Daijia once appeared in KFC’s "Pink Cool" theme store, providing free make-up modeling for consumers. Later, I met the "Berry" good lipstick gift box for exclusive limited sale at Mary Daijia Tmall Store.

On the day of the cross-border box sale, it broke through 10,000 sets in 28 minutes and 20,000 sets the next day.

Such activities are not isolated cases.

In 2015, two "pop-up shop" events were held to coincide with the themes of "London Fashion Week" and "Christmas". Simulate the real backstage of the show for consumers, let them experience makeup with supermodels, and learn about color art and fashion trends.

In 2016, Mary Daijia appeared in Storm Electronic Syllabus, and successively laid out "pop-up shop" in Beijing, Shanghai, Shenzhen and Chengdu. Makeup artists create modern makeup for consumers through the combination of powder, yellow and blue brushes and lip color embellishment.

In 2017, it became the only brand of deep cooperation of storm syllables.

….. until now, no longer listed.

Chen Haijun, general manager of Mary Daijia, summed it up at that time:

"In fact, the logic of doing this is not complicated. Where are the consumers, we will go. Through observation, we found that in addition to traditional channels and online channels, KFC, Fashion Week and Art Festival can all connect with consumers. "

Those consumers who know Mary Daijia through eyebrow products have also deepened their impression of the brand’s youthfulness and individuality in this connection again and again, and passed on every exciting moment through social media.

Third, the channel layout.

The N-fold spreading power of the Internet is similar to effervescent tablets, which are slowly dissolved and diffused in water until they are integrated with water. The same is true for brands, which are not deliberately spread, but are actively spread by users.

In fact, the connection is the channel, and every event not only connects with consumers, but also attracts the attention of the channel side.

In June 2017, Mary Daijia settled in SEPHORA, the world’s top cosmetics retailer.

Sephora is a French cosmetics retailer, mainly through CS counters. After joining LVMH, a global luxury brand company, in 1997, Sephora quickly set up more than 1,600 stores in nearly 30 countries.

Sephora is also known as the "global cosmetics retail authority" because more than 95% of the stores are internationally renowned brands.

Mary Daijia is the only domestic brand in Sephora. In Sephora’s channel system, Mary Daijia became the sixth cosmetics brand in sales after only half a year.

If Mary Daijia’s short-term outbreak depends on Sephora, then the perfect diary is to bet on the social e-commerce of Xiaohongshu.

Since its launch in 2013, Xiaohongshu has accumulated over 200 million post-90s and post-90s users. This group of people are happy to browse and share UGC content such as evaluation, raiders and tutorials, and slowly bury their desire for consumption in the process.

Many beauty brands are happy to "plant grass" on this platform. The old-fashioned Chinese-made Baique Ling has 34,000 fans in Xiaohongshu, and the fans of international big-name L ‘Oré al and Charm MAC are around 280,000.

But none of this seems to be worth mentioning in front of the perfect diary, which has 2 million fans and more than 340 thousand notes on the whole platform.

The perfect diary was launched in Tmall in July 2017, and the sales volume in the following months did not improve much. The turning point was February 2018.

This month, it is the start time of Perfect Diary’s key operation of Little Red Book.

Until 2019, in the 28th minute of double 11’s unveiling, the sales of Perfect Diary surpassed that of all-day in double 11 in 2018, becoming the first cosmetics brand of Tmall with sales exceeding 100 million, and the all-day performance became the first domestic brand to top the makeup list of Tmall double 11.

Of course, in addition to Little Red Book, the operations of platforms such as WeChat, Weibo, Tik Tok and bilibili are also being copied by Perfect Diary.

After these data, we heard Wu Zhigang’s comment: "This is not the victory of the brand, but the carnival of explosive products."

Forward-looking Industry Research Institute’s Analysis Report on Market Demand Forecast and Investment Strategic Planning of China Cosmetics Industry dismantled the separation of China’s beauty market;

China beauty cosmetics high-end market, mainly occupied by top international brands, such as Guerlain, Christian Dior, Chanel, Estee Lauder and so on.

China beauty cosmetics mid-range marketForeign brands also have strong market competitiveness and occupy a large market share. Such brands mainly include Olay, L ‘Oré al Paris and Shiseido.

China beauty cosmetics Dazhong marketOnly in this way can we see the local brands, such as Appropriate Herbal Medicine, Nature Hall and Ding Jiayi, but they are still squeezed by foreign brands such as Nivea and Ponzi.

Whether we are talking about Mary Daijia or the perfect diary, there is not much absolute market share in the 400 billion beauty market.

To truly achieve brands like L ‘Oreal and Estee Lauder, China’s beauty industry needs more capital participation. You know, 24 of Estee Lauder’s 30 brands come from mergers and acquisitions.

This is a long road. According to our research and analysis, there are at least three hills that these beauty brands must climb:

First, the channel layout.

From the online little red book, Weibo, Taobao live broadcast of the perfect diary, began to go down. According to statistics from third-party organizations, the number of offline stores of Perfect Diary was 183 by the end of November last year.

Mary Daijia is also developing into online channels.

As early as 2017, the unmanned color vending machine created by Mary Daijia and Tmall appeared in Yintai City, West Lake, Hangzhou, and sold nearly 1,600 lipsticks in three days.

In the effective time, one lipstick is sold on average in one minute, and the lipstick sold by one machine in one day is equivalent to the sales of Marie Daijia online counter in one week.

Through O2O and LBS, Perfect Diary and Mary Daijia are all integrating into omni-channel, realizing the continuous operation of digital consumption.

Second, supply chain configuration.

Perfect Diary once completed a new round of financing of $100 million, and when the valuation reached $2 billion, it indicated that the main purpose of this round of financing was to build a supply chain.

In March of that year, Yixian E-commerce announced a cooperative investment plan with Cosme Meishi, the world’s largest cosmetics OEM company, and invested nearly 700 million yuan to build a free cosmetics R&D and production base.

The base will become the largest cosmetics production base in Asia.

Mary Daijia, the largest mascara production base in Asia, was built as early as 2010.

Regarding the construction of the supply chain, Cui Xiaohong once said in a speech, "I have to meet many suppliers for five days, seven days a week, and often mix together to talk about innovation and products."

But in fact, Mary Daijia is backed by a powerful beauty supply chain-Chuangyuan Group BEUKAY Group.

Most brands in the world, such as L ‘Oré al Paris and maybelline new york, 70% are customers of Chuangyuan Group. It helps all brands to innovate, and builds a platform that can support innovation and supply and realize product thinking and value with the experience of the past 10 years.

Third, product research and development.

Back to the research report of Huaxing Capital, beauty is essentially a marketing-driven and channel-driven industry, and research and development is not the most important driving factor. -and every marketing change and channel change may bring a new wave of overtaking opportunities in corners.

However, from the perspective of accelerating the realization of the ultimate cost-effective consumption concept, product research and development will increasingly become the brand competitiveness in the next stage.

However, from the data point of view, the research and development expenses of major beauty groups are usually very low, and the real technological innovation may only appear in the world in 3-4 years.

Most of the innovations we usually see are the upgrading of product formula, the improvement of packaging form and the updating of concept shaping.

This is the difficulty in the rise of China’s beauty brand, and it is also an opportunity to stand out from the whole industry.