Beiersdorf Xue Wei: Digitalization and innovation Are the Core
- Chaileedo Press
- Sep 9, 2022
- 2 min read
Updated: Sep 14, 2022
The future beauty and skincare market will continue to divide into different markets and areas, and transform into youthfulness.
As one of the world's top 10 beauty giants, how does Beiersdorf view the Chinese market? CHAILEEDO invited Xue Wei, Managing Director of Beiersdorf Northeast Asia, to talk about the future trends of cosmetics in China.
In her opinion, the future beauty and skincare market will continue to divide into different markets and areas and transform into youthfulness.
Meanwhile, in the past two years, mass consumers' demand for maintaining skin health and solving skin problems has shifted from simply pursuing ingredients to focusing more on researching efficacy, and customized beauty products may become the new mainstream. To adapt to the changes in the Chinese consumer market, Beiersdorf has landed the world's second-largest innovation research center in Shanghai after its headquarters in Hamburg to customize new products for Chinese consumers and will continue to focus on building the brand matrix in the future.
Furthermore, an increasing number of Chinese consumers, especially the younger generation, are very concerned about the impact of their consumption on the environment. In response, Beiersdorf is increasing its investment in green innovation for product formulations and packaging, and customizing more environmentally friendly products. It will also introduce more products related to "climate neutrality" and resource conservation to respond to China's carbon peaking and carbon neutrality goals.
It is worth noting that "digitalization and innovation" are the two core elements of Beiersdorf's transformation, and Xue Wei kept mentioning in the interview that these two elements are still the key to the Group's transformation.
For instant, within the company, the use of big data allows for faster decision-making. Digital infrastructure such as CRM, data management platform, and content management platform are built to improve the efficiency of the work and decision-making of corporate employees, thus enhancing the effectiveness in reaching consumers and communicating with them accurately.
As for the next development highlights in the Chinese market, Xue Wei said Beiersdorf will continue to focus on the creation of a brand matrix. She believes that there is room for Beiersdorf to break through in both high-end skincare brands and functional skincare brands.
CHAILEEDO understands that Beiersdorf has launched in-depth cooperation with Tmall Innovation Center (TMIC) to accelerate the C2B model conversion and co-create digital new product development. In addition, it will continue to maintain and enhance the construction of the digital ecosystem of WeChat, Weibo, Xiaohongshu, Tiktok China, and other social media platforms to achieve ecological co-creation of content.
Finally, Xue Wei said that China's skincare market has huge potential for development, and as the development of China's cosmetics industry is further standardized, it makes the industry competition tends to be healthier and more benign. Moreover, Chinese consumers are not only skincare experts, but also a group of global leaders and innovators, and Beiersdorf also hopes to grow together with consumers in the future.
On September 22, the 5th Conference on China’s Cosmetics Trends will be held in Hangzhou, China. CHAILEEDO will be live streaming the entire event, register now to book a live stream: https://www.chaileedo.com/events.
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