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Efficacy skin care has become a "must bet" track, and the R&D side has started the "involution" mode.

Beauty products that have grown gratifying in recent two ye

Efficacy skin care has become a "must bet" track, and the R&D side has started the "involution" mode.

Beauty products that have grown gratifying in recent two years are all "efficacy" skin care products, such as Winona, Huaxi Bio and shanghai jahwa's star products, all of which are related to "efficacy" without exception.

Although the efficacy skin care is a popular track, the test is still the research and development strength of each family in order to truly gain a foothold.

"Paying more attention to marketing than R&D" was once the lingering "pain point" of domestic cosmetics. With the improvement of consumers' awareness of cosmetics, especially the rise of the "component party", those brands that sell well by various marketing methods such as speculating concepts, rubbing hot spots and scratching the ball have to return to reality and settle down to make "effective" products.

Research and development has become the "top priority" of many domestic beauty products, and it has been mentioned to an unprecedented height:

First, domestic beauty products increased investment in research and development.

Huaxi Bio-20021Annual Report shows that during the reporting period, R&D invested 284 million yuan, up by1kloc-0/.43% year-on-year, with 57 R&D personnel and 89 invention patents.

In 202 1 year, shanghai jahwa invested 654.38+63 million yuan in research and development.

In March this year, China announced that it will invest more than 654.38 billion yuan in the next five years, and expand its layout in many fields such as product innovation, basic research and applied basic research.

The research and development expenses of the perfect diary are also expanding year by year. From 20 18 to 2020, R&D expenditure increased from 264 1000 yuan to 66.5 million yuan, and R&D investment was 2021420,000 yuan.

This is especially true of Winona, who has appeared frequently in the past two years. R&D investment is RMB 20 1 10200, RMB 6885 17000 and RMB 2021200,000 in 2020.

Although there is still a big gap with the R&D investment of top international brands such as L 'Oreal, the importance of domestic beauty cosmetics to R&D is obviously rising.

Second, more and more brands have established R&D laboratories.

The establishment of an independent research and development center or a laboratory cooperating with a third party is an important symbol of the "involution" of domestic beauty research and development.

Perfect Diary's parent company, Yixian E-commerce, established a joint laboratory with Huazhong University of Science and Technology's National Nanopharmaceutical Engineering Technology Research Center last year. At present, Shu-A Min Xiu H, Shu-A Min Xiu L, 377, nano-carrier pro, salicylic acid nano-encapsulated microcapsules and other raw materials have been jointly developed and applied to many of its products.

Earlier, 65438+February 2020, Yixian E-commerce and Sensient Technologies Corporation, the world's largest supplier of pigments for food, cosmetics and medicine, announced that the joint innovative color laboratories were also established in Shanghai, Guangzhou and Singapore.

Winona's parent company, Bettignies, invested 654.38 billion yuan to set up a subsidiary to carry out experimental technology research and other related businesses;

Ximuyuan's parent company Nord Traceability reached a strategic cooperation with the National Engineering Research Center for Genetically Engineered Drugs, and the joint functional skin care laboratory jointly established by the two parties was unveiled;

Last year, Hua established the "Oriental Beauty Research Institute" in cooperation with China Cosmetics Research Center of Beijing Technology and Business University;

Last year, the cutting-edge domestic beauty HFP R&D building, which cost more than 100 million yuan, was officially opened;

Previously, Lin Qingxuan also opened the first modern factory and scientific research center in Shanghai with the development concept of carbon neutrality. ...

With the implementation of a series of new cosmetics regulations, efficacy evaluation has become a "standard", the layout of major brands in the research and development field has accelerated, and the second half of domestic beauty brands has officially begun.

The development of "involution" results in:

Those enterprises that attach importance to R&D investment are more likely to gain the good reputation of "conscience domestic products", thus achieving income growth. For example, Bettaney achieved an operating income of 4.022 billion yuan last year, a year-on-year increase of 52.57%; The net profit was 863 million yuan, a year-on-year increase of 58.77%.

On the other hand, in the field of beauty, the strength of R&D often determines whether the brand can get a share in the high-end market. Domestic beauty cosmetics can't go to the "high end" without research and development.

The high customer price brought by high-end brands and the national mission of "China can also have high-end beauty cosmetics" have driven more and more domestic beauty cosmetics to attack high-end brands. We can see that those brands that want to hit the high-end market often pay more attention to R&D investment.

Whether to get rid of the label of "emphasizing marketing but neglecting research and development" or to realize the "high-end dream", the research and development of domestic beauty cosmetics is worthy of "involution"

Of course, the "involution" and high-end development of domestic beauty cosmetics cannot be separated from high-quality carriers.

Based on the popular landmark park "Tianmuli" in Hangzhou, the China Dumei headquarters gathering area not only has practical and comfortable physical space, but also has the "internal circulation" of the cosmetics industry chain, forming a complete "external circulation" (cosmetics industry ecological circle) from raw materials to packaging materials, from design to production, from sales to logistics within 5 kilometers of Fiona Fang.

The most dynamic and innovative place in the future and the place where unicorn enterprises will appear the most in the future will be in the industrial cluster of "research, production and sales".