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Who do you choose, the domestic beauty that is hanging all the way VS the international big name that won by lying down？

Text/A Jiu

2019 is definitely a year of domestic beauty.

At one time, Japanese brands represented by Shiseido and SK-II, Korean brands represented by Snow Show and whoo, and European and American brands represented by Lancome and Estee Lauder were attacked on three sides, and domestic brands were suppressed to have no sense of existence and could only be "poor" who were rubbed on the ground.

In 2019, domestic beauty was unprecedentedly hot: domestic beauty brands occupied half of the market, the brand growth rate exceeded 1000%, and brands were favored by capital. The public and the media described it as "counterattack".

However, is the domestic beauty brand really a comprehensive counterattack?

In the era of low prices, it is not easy to say goodbye.

In 2019, Tencent released the "Domestic Beauty Report", and the relevant person in charge said that "in the new market environment, national cosmetics have bid farewell to the era of low prices", and the media have also echoed it. Is it true?/You don’t say. We speak with data.

First of all, let’s look at the unit price:Take THE COLORIST and WOW COLOUR, which are positioned as the national fashion beauty collection stores, for example, the current customer price of the two brands is between 100 and 300 yuan; Sephora, which has gathered many international brands, surpassed 400 yuan in the unit price as early as 2010. The comparison between domestic beauty cosmetics and international brands is a bit tragic.

Then, let’s look at market share:According to the first financial data, in 2019, in the domestic beauty market in China, the mass brands accounted for over 50%, while the sum of high-end and mid-end brands with high premium did not exceed 50%. At the same time, the Japanese local brand market is evenly distributed with high, medium and mass brands, accounting for 30.15%, 29.94% and 39.91% respectively.

At the same time, there is no "talker" who can shoulder foreign brands and lead the industry in the domestic beauty and skin care market:Such as Baiqueling, shanghai jahwa, Shanghai Shangmei and other large enterprises, the domestic market share is only 2%~2.5%. In contrast, Senior Hall has won more than 13% market share in the Japanese market, while Amore has won a high share of 18.8% in the Korean market.

The unit price of customers is not high, the products are concentrated in the mass market with small profits, and there is no "talker" brand that can lead the industry … In short, it is not easy for domestic beauty cosmetics to say "goodbye" to the era of low prices.

You work hard, but others are "winning"

"Foreign goods go down, domestic products go up" is a trend, but does it mean that domestic beauty and skin care brands can compete with foreign rivals?

Although the products sell well, there are some embarrassment when it comes to high loyalty and high brand premium.Baidu’s search for "big-name replacement" keywords has over 29 million search results.In order to open up the market, some brands simply take the initiative to be small and low, and directly mark "big brand replacement" in their own propaganda content. In the impression of a large number of users, the consciousness of "domestic beauty = parity" is still deeply rooted.

Do I work hard for so long, but I can only be a big spare tire?

Domestic brands that don’t want to "turn positive" are not good brands, but they also have troubles trying to make their own domestic beauty. Simply put:We spend more money and do more marketing actions, but we can only watch foreign big brands "lie down and win".

According to the person in charge of the new domestic beauty brand in the industry, he spoke to the media: "Usually, the rebate given by overseas brands to KOL is about 20 points, and domestic brands can reach 50 points. It is not surprising that online celebrity brands can give 100 points in order to quickly open up sales. Some even give 120 points, which is completely losing money."

We have to face up to it: all roads lead to Rome, but the other side was born in Rome. Before we arrived in Rome, we were still at a disadvantage in this competition.

In the future, how to go?

At present, the movement of new domestic products is in the ascendant. Generation Z, which is composed of post-90s and post-90s, has become the main force of beauty consumption. The beauty supply chain is becoming more and more mature, and the marketing methods are constantly innovating … These are all good for domestic beauty and skin care brands.

Under these favorable conditions, what should we do to bid farewell to the era of low prices and get rid of the "flat replacement" spare tire hat? From the development of domestic high-end skin care brand Lin Qingxuan, we can learn some useful experiences.

◆ Speak with strength and improve yourself in all directions.

In the domestic beauty industry, there are old brands rejuvenating, new brands exerting their strength, and online celebrity brands rising, but the product strength is the key to gain user recognition.

From raw material planting and extraction, scientific research and production to sales and service, Lin Qingxuan has established an industry-leading whole industry chain model. Its self-developed main active ingredient "Qingxuancui" has the same significance to Lin Qingxuan as pitera； of SK-II; The supercritical extraction technology adopted is also comparable to the international famous brands. With its hard strength in product composition and technology, the brand has won 35 beauty and skin care awards at home and abroad, and has become the only "annual focus enterprise award" in WWD China.

◆ Break into the high end and bid farewell to the "price butcher"

With the confidence of high-end quality, shaping high-end brands and grasping high-consumption people is the only way for domestic beauty and skin care brands to rise.

Teacher Wu mentioned in the article Farewell to the Price Butcher that "the 30% line of life and death has always been the only way for China brands to compete with international brands". At present, this line of life and death is failing. Domestic beauty and skin care brands are not absolutely competitive in the field of high-end products. Whoever can seize the high-consumption crowd and realize the brand premium may become a new generation leader.

Through brand differentiation positioning, innovative digital marketing reform and other multi-dimensional brand strategy upgrades, Lin Qingxuan successfully transformed from a small fresh brand into a mid-to high-end skin care brand. In double 11 in 2019, the unit price of online customers reached 624 yuan, a year-on-year increase of 27%, and the unit price of offline customers reached more than 1,000 yuan, which did not lose any international first-line brands.

Teacher Wu believes that "new domestic products = (quality+core technology) × circle consumption" will be the new formula made in China at present.Only by reading and practicing it can domestic beauty and skin care brands bid farewell to the "price butcher" and conquer more consumers.

Exploring new retail: reconstructing people’s goods yard and building new consumption scenes.

At present, the domestic beauty and skin care brands are mainly online, but the offline channel has always been the killing place for beauty and skin care brands. Digital transformation, embracing new retail and reconstructing people’s goods yard have become a new battlefield for domestic beauty.

To the left, it is the accelerated offline layout of the national tide beauty collection stores such as THE COLORIST and WOW COLOUR; To the right, it is a direct store that insists on deepening the brand for a long time like Lin Qingxuan. Sun Laichun, founder of Lin Qingxuan, described it as:"Whether a cat can walk in a straight line depends on a mouse. Why do enterprises have to go digital? Because customers have been digitized. "

The rise of sales volume is only the starting point. It is the new pursuit of domestic beauty brands to build China brand and realize high brand premium and brand cultural identity.

In the new decade, we are happy to see more "Lin Qingxuan" break through the fierce competition and achieve the real light of domestic products.

Reference article:

"No more" big-name replacement ",how to counterattack domestic beauty? 》

"Is domestic beauty really rising? 》

You should know these basics when you first meet baseball.

1. What is the ball made of? How big and how heavy is it?

The outer layer of a baseball is tightly sewn with white horse skin or cowhide, and its center is made of round cork, rubber or similar substances and wound with hemp thread.

Generally speaking, a ball is 7.5 cm in diameter, 141.7-148.8 g in weight and 22.9-23.5 cm in circumference.

Step 2 get to know the bat

The bat should be made of a whole piece or more than two pieces of wood. It is less than 1.07 meters long and less than 7 centimeters wide.

Professional baseball players are not allowed to use metal bats. Only amateur and high school baseball players can use them.

3. Baseball gloves

The pitcher’s gloves should be the same color, except white and gray. The color of decorations on gloves must be the same as that of gloves.

Step 4 dress

Players of the same team should wear uniform colors and styles, and baseball-related patterns and shiny decorations are not allowed on the clothes.

Step 5: Protective gear

Batters and base runner should wear protective hats with ear protection, and they must wear protective hats, face protection, chest protection and leg protection when taking over.

World Cup changes fate! The winner’s worth has increased by 40 million yuan, and he will switch to Liverpool to become the summer window champion.

This season is indeed a bumper year for Argentina’s national team. After Argentina won the World Cup, the team also ushered in a happy moment when its value soared. First of all, in the winter window, Enzo Fernandez became the king of the winter window of Chelsea at the price of 120 million euros, and he is also the core player of the team in the future.

On the other hand, Alvarez also grasped the ability with his excellent opportunity. With the salary increase and contract renewal from Manchester City, players who will become the core of the team in the future are focused on training, and it is the summer window. Mcallister, another player who won the World Cup with outstanding performance, will also be one of the high-priced players in the summer window. At present, the British media also reported that mcallister will sign a contract with Liverpool for many years.

This time, mcallister will give Brighton a transfer fee of 80 million euros as a key player in Brighton’s rise this season. Mcallister contributed 12 goals and 2 assists this season and played a decisive role in the team. And Liverpool are also very optimistic about mcallister, and will directly give him a generous salary and long-term contract. And mcallister is also one of the players who won the World Cup and changed their fate.

After winning the World Cup, the value soared from 40 million euros to 80 million euros. Directly rose by 40 million euros and became a member of the giant team. The fact that Liverpool won mcallister was to replace Bellingham, who had always wanted to be optimistic. This talented England midfielder was originally a target that Liverpool wanted to win. But considering that the price of this star is as high as 120 million euros, it is really impossible to win him.

Therefore, mcallister has also become a substitute for parity, and Fenway, the Liverpool owner, has actually invested reasonably. After buying mcallister, there should be no big investment in this summer window, and mcallister will become the Liverpool summer window champion.

Unfortunately, the loyal minister of Juventus met with the captain of Inter Milan, who had no way to serve his country in Argentina, but became an Italian hero.

# 100 Watching Teams # Throughout the long history of Argentine football, this old-fashioned giant in the green world has never lacked talents. This is obviously a good thing for the Argentine national team. But for some players, it may not be a good thing. For example, Camoranesi, the hero of this article, a loyal Juventus minister with strong personal ability and loyalty, can only accept the fate of serving the country in Argentina because he unfortunately met Inter Milan captain Sanetti, which is extremely embarrassing:

Mauro german camoranesi was born in Tantier, Argentina on October 4th, 1976. Unlike those compatriots who received professional training at a young age in the youth training camps of traditional Argentine giants such as Riverbed and Boca, Camoranesi received youth training at a club called Atletico Alto Silvio. I’m afraid even many old fans who often pay attention to the Argentine League on weekdays don’t know much about this club, which was still hanging out in the Argentine Second Division at that time.

Born in this level of club, the fledgling Camoranesi suffered a lot. Unlike saviola and aimar, who have attracted much attention since their debut, Camoranesi did not get much attention in the first five years of his career, and he tasted the pain of wandering at an early age. He changed his employer five times in five years. It was not until 2000 that he was recruited by Verona as far away as Apennine that his career was slightly stable.

Camoranesi was a qualified right wing before landing in Apennine. He can not only break through with the ball, but also score from a long distance, which can disrupt the opponent’s defense line by himself. Of course, Camoranesi’s teamwork spirit is also beyond doubt. His first choice after a successful breakthrough on the flank is often to send an accurate cross to his teammates. In addition to creating threats on the flank, Camoranesi will occasionally move to the middle, and there will be a stunning direct plug, which will make the opponent hard to prevent.

Under the influence of Serie A, Camoranesi’s defensive ability has made great progress. As long as he sets foot on the court, he will not hesitate to defend physically, greatly reducing the defensive pressure of his own team. Although Camoranesi’s contribution on the defensive end can’t be compared with Nesta’s professional defensive player, Camoranesi has never been the team’s defensive weakness.

As for Camoranesi’s club Verona at that time, compared with the established strong teams like Inter Milan and Juventus, it is naturally not enough. However, the configuration of this team on the offensive line is actually quite good. Besides Camoranesi, he also owns Gilardino and Mutu, all of whom are famous figures in the green world.

Unfortunately, both Gilardino and Mutu were newcomers at that time, and they had not reached the peak of their professionalism. Therefore, Mutu, Gilardino and Camoranesi’s offensive combination are not very effective. Verona, let alone compete for European qualification, even struggled to avoid relegation, and have been hovering on the edge of the relegation zone. After the end of the 2001-02 season, Verona was unfortunately relegated.

Verona’s record will obviously affect Argentina’s attitude towards Camoranesi. You know, Argentina’s national team at that time was full of famous talents. Take the 2002 World Cup in Korea and Japan as an example. Even Riquelme and saviola, the most important men of the year, will be unfortunately defeated, so Camoranesi, who plays for Verona, will naturally not be called up by the Argentine national team. Even the media that was most opposed to the then Argentine coach Belsa would not take Camoranesi’s failure to participate in the 2002 World Cup in Korea and Japan as Belsa’s crime.

Fortunately, there are people who know the goods after all. After Verona’s unfortunate demotion, Juventus, a veteran Italian club, extended an olive branch to him and attracted him. It must be explained here that in the summer when Camoranesi joined Juventus, the Italian media generally believed that this new signing was just a substitute for Zambrotta. Zambrotta was unfortunately injured in the 2002 World Cup in Korea and Japan, and was doomed to miss the beginning of Serie A in 2002-03.

Perhaps even Moggi, known as the "king of transfer", didn’t expect Camoranesi, the new aid of Youwen, to be so fierce. During Zambrotta’s rehabilitation, Camoranesi played a phenomenal performance and locked his main seat in one fell swoop. So when Zambrotta comes back from injury, the Italian native can only look for playing opportunities in other positions. Fortunately, Zambrotta is versatile enough not to worry about having no ball to play …

It was not until this stage that there began to be voices calling for the Argentine national team to recruit Camoranesi. However, then Argentine coach Belsa was still unwilling to give Camoranesi a chance.

As for the reasons, there are probably two aspects: First, it was Camoranesi’s first season when he joined Juventus. Although his personal performance was excellent, at that time, he was not the kind of star player with old qualifications and his influence in football was not too great. Plus Camoranesi was born in a small club like Sporting Civi in Huhardeaux, not to mention his influence in Argentina. As a direct result, even if there are voices calling for the Argentine national team to recruit Camoranesi, the voices are not too many and not too loud. At the very least, it is nothing compared with the call for Belsa to call up Riquelme before and after the 2002 World Cup.

Second, and perhaps more importantly, I met Inter captain Sanetti in Camoranesi. Although Zanetti often played as a right-back during his time at Inter Milan, in Belsa’s 3-3-1-3 tactical system, Zanetti was the right-back avant-garde.

Once Belsa recruits Camoranesi, then Camoranesi’s biggest competitor is undoubtedly Zanetti. At that time, Sanetti was not only in his prime, but also had already proved his strength in the Argentine national team. Whether it was the 1998 World Cup in France or the 2002 World Cup in Korea and Japan, although the Argentine team failed to laugh at the end, Sanetti’s personal performance was impeccable and was deeply loved by Argentine football. Against this background, it is really difficult for Camoranesi to compete with Zanetti, the captain of Inter Milan.

When Camoranesi had no way to serve his country in Argentina, the Italian national team extended an olive branch to him. Because Camoranesi’s great-grandfather was Italian, it is not difficult for Camoranesi to apply for an Italian passport. So Camoranesi simply decided to play for the Italian national team.

Even if Camoranesi is strong enough to play for the Italian national team, there are still people who sneer at him. For example, fiore, an Italian international, once publicly stated that players should play for which country they were born.

This situation continued until the 2006 World Cup in Germany. Camoranesi, as the main player of Italy, helped the Azzurri win the World Cup successfully and became an undisputed Italian hero. The controversy about whether the Italian team should reuse Camoranesi only subsided.

Also in the summer of 2006, Camoranesi stuck with Juventus, who was relegated to Serie B, and chose to stay with Nedved, Buffon, Piero and Trezeguet, becoming a recognized loyal minister of Juventus. The reputation of "Brad Pitt" is destined to go down in history.

Camoranesi returned to Serie A with Juventus after suffering in Serie B for a year. However, the Calciopoli incident has had a great impact on the Bianconeri, which has lost a lot of main players. As a result, in the first few seasons before Juventus returned to Serie A, the team’s record was not good.

As for Camoranesi personally, with the increase of age and the troubles of injuries, the competitive state of this loyal servant of Juventus has indeed declined a lot. By the summer of 2010, Camoranesi, then 34, waved goodbye to Juventus and moved to Stuttgart. However, the old Camoranesi’s life in the Bundesliga was not happy. It was difficult for him to guarantee his playing time, and he soon changed his family and returned to play in the Argentine League. It wasn’t long before Camoranesi announced his retirement.