UNISKIN: New Brands Need to Make a Difference
- Chaileedo Press
- Sep 29, 2022
- 2 min read
The most important thing for new brands to become popular is the uniqueness of their products.
The beauty industry has encountered various challenges this year. The total retail sales of consumer goods in China for cosmetics was 245.3 billion yuan(about $34.1 billion) from January to August 2022, down 6.4% year-on-year. However, China's efficacy skincare market has been growing rapidly in recent years, with a compound annual growth rate of 23.4%, and is expected to reach 41.1 billion yuan(about $5.7 billion) in 2022. CHAILEEDO invited the person in charge of UNISKIN to share with us the cosmetic trends in China.
CHAILEEDO: What aspects if new brands want to become widely known?
UNISKIN: For new brands, it still depends on differentiation. Differentiation includes product, channel, promotion, team and other aspects.
In terms of channels and promotion, the development of E-commerce and social media has been very fast in these years, and the dividend may not be so rich at this stage.
In terms of team, there are still some opportunities for new brands to find the right team for their own rapid development and growth. But the team you create be more efficient than the team of the large beauty group. Then you will have advantage of speed.
Of course, the most important thing is the product. You should consider that whether the product has technological uniqueness, or the product design can meet the consumer demand that other brand products can not meet on the market. Even the design of some product changes can meet some demands that consumers themselves are not aware of. For example, the invention of the first “laundry gel” met such a demand. However, this kind of revolutionary product design is difficult. New brands should at least create differentiated products so that they can be known by more people.
CHAILEEDO: Traffic is getting more and more expensive, what is the opportunity for brands to gain profit?
UNISKIN: As traffic is getting more and more expensive, there are two directions. One is still to squeeze the bonus of traffic. But we may need to capture the traffic windfall keenly, actively innovate and adjust. The other is to do a good job of conversion, which requires polishing strength of your brand and products so that when limited traffic comes in, it can convert them better.
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