Old Chinese cosmetics attract attention to open up the road to fashion rejuvenation

Recently, a survey of classic Chinese products initiated by a portal website showed that 46.15% of the respondents chose “seriously paying attention and are loyal fans of classic Chinese goods” and responded to “what do you think is the main reason?” , 34.91% of the respondents chose "China's own design and quality is very hard", respectively, higher than other answers. As for what kind of classic Chinese goods people are most concerned about? Cosmetics topped the list with 57.14%.

In fact, this domestic product boom has been a long-standing phenomenon. Under the “serious attention” of many fans, some old-fashioned “grandmother” cosmetics have come back to the forefront and set off a new wave of purchases. Some well-known old brands - Baige Ling, Mecca, Zhaogui, Palace lanterns and so on have introduced new product lines and new packaging, and are highly favored. At the same time, some unknown domestic small cards have also grown up.

No luxury packaging, no overwhelming advertising, there is no endless new concepts, simple low-key old-fashioned cosmetics how to quietly popular? The reporter noted that "word of mouth, online shop selling" is its main promoter. A few days ago, the reporter entered the words “national goods” on Taobao. The number of related skin care products reached 76,909, and the number of shops selling domestic products was 7,455. In addition to competing for purchase, many consumers do not forget to use the Internet experience. Although consumers of different ages and skin types have different perceptions, most users believe that these “grandmother” old products have been used by two or three generations. The quality of products is relatively stable and they are more reliable to use. Among them, some domestic skin care products can be described as basic skin care products suitable for all ages and can meet the needs of various skin types of moisture.

Palace lantern almond honey 3 yuan, hand oyster sauce 1.5 yuan, 6 yuan friendship cream, violet aloe powder 2.5 yuan, 4.5 yuan wolfberry milk liquid ... ... so cheap Chinese products, quality really fly it? 70-year-old Deng Ting told reporters in Beijing that she had had such concerns at first, until all the concerns vanished after she bought the Shanghai Four-in-One Flour and started to use it. Compared with Deng Ting's memory in washing powder, this product not only has a slight change in the packaging material, but also adheres to the tradition in the internal formula and production process of the product. It is completely familiar to the taste of a child. She feels both cordial and pleasantly surprised. Although the product price is only 4 dollars, but Deng Ting does not think it is cheap, but feel that it can be used to re-use the old brand is particularly precious, the key is to use it is also good, cost-effective.

Compared to the wide range of online store sales, there are relatively few physical stores on the market that specialize in domestic cosmetics. Even in some supermarkets, there are only a few products that can be seen in the sky. They are placed in an unremarkable corner. In this regard, sales staff said that the main reason for the online store sales, because some domestic cosmetics main low-cost brand, gross profit margin is very low, if the introduction of supermarket shopping malls, the cost up, manufacturers can not afford. Even so, it is hard to resist the rising consumer enthusiasm of the private sector. Some consumers posted the Taobao Raiders and the Taobao route on the Internet.

The reporter noted that while domestic cosmetics are highly favored, the focus is often on a certain type of product, and the brand’s attention is relatively weak. In addition, because the design that followed many years ago remains unchanged, some products are unrefined in terms of packaging, and some look even rough. "At first I thought it was the reason for transportation. Later, I found that many of them were like this," said one consumer.

It is precisely for this reason that some brands have begun to transform their fashion and are trying to transform themselves into high-end brands, such as the "Shuang Mei" brand relaunched by Shanghai Jahwa in 2010. As a classic among old-fashioned Chinese products, this branded product was introduced in 1898 and was produced by China’s first “Kang Sheng Xing” which uses modern technology to produce cosmetics. By the 1930s, it had managed to press international brands and was the No. 1 beauty brand on the beach at the time. It is understood that after the return of the "double sister" brand products to take the luxury line, and almost the world's first-line brand skin care products prices shoulder to shoulder.

How can you reflect your value? After the doubling of the value of domestic cosmetics, it is urgent to reflect the "gold content" that matches the price. Xiao Song, who works in a Shanghai media, stated that she is very interested in the brand “Shuang Mei”, but the high price of the product will keep her watching for a while.

Shanghai Jahwa official said that the high-end market is an industry commanding point that Chinese brands must occupy, profits, talents, and high technology. "Shuang Mei" is a brand designed according to international standards, and it is certainly necessary to go out. A representative of a well-known French brand believes that Guo Zihao has its rich connotations of inheritance. It is just a matter of making a brand not only a product, but also a market-oriented and professional operation, increasing the added value of the brand and the market's attractiveness. Many consumers accept, pursue, even export to foreign countries, which also has a long way to go for Chinese cosmetics.