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Image source @ vision china

Text | See column, edited by | Paul Yu Pin

With the development of the internet, people’s concept of beauty products has changed, and many people no longer feel that makeup is a troublesome thing. On the contrary, in today’s society, people’s mental outlook is the first business card displayed to outsiders, and a good makeup can add a lot to people’s first impression, which can be applied to all aspects of life.

In recent years, with the continuous development of China’s economy and the continuous improvement of residents’ income level, domestic consumers’ concept of cosmetics consumption has been gradually strengthened and the scale of domestic cosmetics market has expanded rapidly under the development of China market by big-name cosmetics companies in Europe, America, Japan and South Korea.

From 2015 to 2020, the consumption scale of cosmetics in China increased from 204.9 billion yuan to 340 billion yuan, with a compound growth rate of about 8.81%. According to the statistics of the National Bureau of Statistics, the total retail sales of cosmetics in China in 2020 was 340 billion yuan, an increase of 9.5% compared with 2019. The epidemic in 2020 had a great impact on the overall economy. In this environment, the retail sales of cosmetics in China can still maintain growth, especially with the promotion of "Double Eleven" and "Double Twelve" at the end of the year, the retail sales will grow even faster.

At the same time, the sideline business associated with beauty products is like mushrooms after rain, which makes some people smell business opportunities and seize the opportunity to prepare for a big fight. Even in the face of high prices, the love of beauty still makes them rush, and they can even pay huge sacrifices for it.

The following is a true story about them:

Chen Tingting, 26, Changsha.

At the age of 24, Chen Tingting published an article about cosmetics in Weibo. Because he had done enough homework before, his reading was very objective. This is the first time that she posted an article on the Internet and shared a beauty article for the first time.

After tasting a little sweetness, Chen Tingting quickly determined the direction of her articles, with daily sharing and product introduction as the main columns. Although Chen Tingting was still a civilian in a small enterprise at that time, she didn’t have much time to update, but the published articles were of good quality, so she also gained a group of fans.

In the following years, due to the popularity of short videos, Chen Tingting also began to consider changing direction. After all, bloggers are just things to play in their spare time, and they don’t have to pay too much attention to it. They should focus on their main business. This is what people around Chen Tingting say to her the most.

Every time Chen Tingting thinks about these things, it doesn’t taste good in his heart. Yes, it was only an article published on a whim. After all, it was not business. Chen Tingting was in a dilemma, and later stopped working for half a month. By the time Chen Tingting turned around and opened his account again, the number of fans was running out, but there were more than 30 private letters in his inbox.

Chen Tingting ordered a private letter, which was basically sent by her fans. She advised her not to give up and would wait for you all the time. Chen Tingting had mixed feelings after reading it. I didn’t expect that there were fans who really supported her. That night, she was full of thoughts and thought about simply continuing to do it. After a period of time, Chen Tingting not only continued to publish articles on Weibo, but also opened a new account to update short videos and continue to show her beauty experience and daily life. After a month of continuous updating, the number of her fans reached more than 10,000.

Truth and grounding are the labels that people give Chen Tingting, which also makes her accumulate a lot of popularity. In the original video list in September, she was shortlisted with 20 famous beauty bloggers. However, the profession of beauty blogger sounds tall, but it is not.

The increase in heat will not only win the praise of the audience, but also attract black powder to the door. She also faces some questions from the audience, such as poor makeup skills, mispronouncing foreign brand names, and even copywriting fraud. At first, Chen Tingting didn’t care about these things, but with more and more malicious private messages, Chen Tingting began to get depressed. She didn’t know how to deal with these situations, so she had to submit to humiliation.

Patience didn’t bring her peace, and more and more people began to get angry and even rhythmic in the comment area of her works, and the whole video and article comment area was full of smoke. When all negative emotions accumulated to the peak, Chen Tingting began to doubt himself. For a while, I was not in the mood to go to work, and even almost got depression. My boyfriend wants to persuade Chen Tingting to give up. The water on the Internet is too deep for him to control.

Chen Tingting didn’t know what to do at the moment. She was depressed for a month, during which she also called me maliciously to harass, which scared her to eat for several days. To make matters worse, even my boyfriend was harassed. My boyfriend couldn’t bear such torture. He wanted to help himself, but now he’s fine, and he’s dragged himself in. For this matter, Chen Tingting had a big fight with her boyfriend. After that, her boyfriend gave an ultimatum, and if she didn’t stop this matter, she wouldn’t be able to live.

Indeed, if you continue like this, your life will only get worse and you should stop. But Chen Tingting was puzzled. After graduating from college, he found a bad job, and he didn’t have any interest or enthusiasm at all. In the first week, the whole person was in a daze. But after she became a beauty blogger, Chen Tingting found her own direction, which is the only motivation for her persistence.

"Otherwise, completely transform it!" Perhaps the little fire in my heart didn’t go out, which rekindled Chen Tingting’s enthusiasm. She felt that she should do this. Since the clerical work didn’t make her happy, why not do what she likes? It’s just black powder, they won’t shake my determination! Chen Tingting, who made up his mind, quit his job and studied professional knowledge seriously.

If the video quality is poor, then go to school. In order to shoot good-looking images, she began to study picture composition and framing, learn depth of field and scene scheduling, and learn how to create a sense of picture with the most refined words. If she mispronounced English, she went to school. She learned English from scratch, practiced dialogue and listening every day, and browsed the latest foreign beauty products every day. At that time, the mobile phone became her boyfriend and was inseparable from her.

Chen Tingting spent all her spare time on her study. During this period, she browsed a lot of information to pave the way for her work. Her eyes were always browsing the information, and her own videos had to be repeated several times, and no mistakes could be made. Although the whole process encountered many difficulties, but with a passion, Chen Tingting also persisted.

Although it is hard to find your own way, the result will not live up to it.

Time is fair, and it will give everyone a due reward. A month later, Chen Tingting updated the video again and issued an announcement to warn those guys with rhythm. Once the video was broadcast, it ushered in a huge amount of traffic, which Chen Tingting never thought of. Both old fans and new fans said in the barrage that all aspects obviously felt improved.

Today, Chen Tingting is a famous beauty blogger, and her high professionalism and professional ethics have won the attention of many fans, and many well-known brands have taken the initiative to come to Chen Tingting for cooperation.

Speaking of the decision at that time, Chen Tingting said that he had never felt so happy after finding his true self. When talking about the future development, she said that what she was most afraid of was falling into comfort and stagnation, and she should continue to study, because the world is also updating, and she must keep up with the pace.

Zhang Cheng is 21 years old, Tianjin

"I don’t understand why, there are still many people who think that boys and cosmetics seem to be born with eight characters." Zhang cheng said.

Compared with the boys around him, Mr. Zhang has a clean face, knife-shaped eyebrows and three-dimensional facial features. Of course, in addition to the original value that can be played, he still has his own accomplishments in makeup. It’s not strange to put makeup on a girl, but it’s probably unacceptable to put it on a boy.

In many people’s eyes, boys shouldn’t wear makeup. After all, from ancient times to now, people’s impression of dressing table is only that a girl is wearing makeup and a big man is sitting there. It’s hard to imagine. After all, many people think that boys should be rough and make up, which will be regarded as a sissy.

Speaking of which, Mr. Zhang disagreed. Boys’ makeup is not that kind of heavy make-up. They just clean themselves up. Is this still a sissy? So the sloppy one is a pure man?

When it comes to Zhang Cheng’s makeup, it can be traced back to his parents. His father used to be the host of local TV programs and his mother was a drama actor. These two occupations required makeup posts. When Zhang Cheng was still young, he was also impressed by his parents’ makeup behavior and some makeup experiences.

According to relevant data, from 2016 to 2019, the average annual growth rate of retail sales in China men’s beauty market was 13.5%, much higher than the global average of 5.8%. By 2023, the global men’s cosmetics market will reach 78.6 billion US dollars, about 540 billion yuan. The era of "other economy" is accelerating.

In terms of make-up, relevant data show that the growth rate of makeup consumption of boys after 00 in 2020 has far exceeded that of girls after 00, among which the growth rate of buying liquid foundation for boys after 00 is twice that of girls, and male make-up is becoming a trend.

My father has no objection to boys’ makeup. He thinks that boys’ daily makeup should be clean and concise. In fact, it didn’t take long for Zhang Cheng to learn to make up, that is, after graduating from senior three. He had to study hard in high school and his parents wouldn’t let him distract himself. If you look at it every day, Mr. Zhang’s face can’t see any traces of makeup.

However, the roommates with him know their roots well. Every morning, after Mr. Zhang washes his face, he has to hold a few "bottles and cans" on the table and finish his face in front of the mirror. Although most roommates are tolerant, they just make fun of a few words, but when he first entered school, one roommate’s behavior almost left no psychological shadow on Mr. Zhang.

The overall image of that roommate is very similar to that of Lu Zhishen. He shaves inch plate and loves fitness. He was puzzled by Mr. Zhang’s makeup behavior, and one day he planned to find out. Fortunately, several other roommates stopped "Lu Zhishen" in time, otherwise it would be staged. Later, "Lu Zhishen" also apologized to Zhang Cheng, and the two also shook hands and made peace. Now the relationship is also iron. Once, "Lu Zhishen" was also a move of Zhang Cheng when chasing a girl.

"After all, the concept of makeup for men and women is too deep, so I can’t help but take my time. Mr. Zhang gave a quip.

According to statistics, in 2017, the global men’s cosmetics market has reached 57.7 billion US dollars, about 400 billion yuan. It is predicted that by 2023, the global men’s cosmetics market will reach 78.6 billion US dollars, about 540 billion yuan, including not only moisturizers, but also products such as foundation cream, bronzed cosmetics and eyebrow powder. Social media is an important factor to promote the development of men’s beauty. According to the survey data, about 20% of men in Britain often wear makeup, and about 1% of them wear makeup every day.

Everyone has their own lifestyle and preferences, which will not affect them to become excellent people. We don’t like men’s make-up, women’s "handsomeness" and people’s lifestyles, but we can’t blame them in this way. Self-reliance, courage, perseverance, these characteristics women can have, considerate, gentle, humble, still precious on men. Because of this, everyone in the world is unique. Everyone has the right to choose his own life without violating the legal and moral bottom line.

Lao Zheng, 41 years old, Zhejiang.

More than a decade ago, Lao Zheng still knew nothing about cosmetics. After all, he was a boy, and things that could not be touched by anything suddenly broke into his life. Lao Zheng is now one of the bosses of a well-known eyebrow pencil factory in Zhejiang Province. Lao Zheng, who had no contact with the beauty cosmetics series, actually did something related to beauty cosmetics and was so successful.

Things have to be traced back to Lao Zheng’s senior year. Lao Zheng, who was about to graduate, went to a small enterprise for an internship, but the result was mediocre. Lao Zheng felt that there was no way out, but he didn’t know where to start when he changed careers. At that time, the Internet just started to develop. Careful Lao Zheng discovered business opportunities. Women who usually like to go shopping and go out now start to buy what they like on the Internet. It is further discovered that the goods that women buy the most are all related to cosmetics.

An accidental opportunity allowed Lao Zheng to take the road to entrepreneurship. My long-lost high school classmate found Lao Zheng and wanted to start a company. Coincidentally, Lao Zheng was also studying cosmetics sales recently. He wanted to sell eyebrow pencil, because there was an eyebrow pencil factory near his home and his income was considerable, so he wanted to try it himself. I just learned the eyebrow pencil making process myself, and I was worried that no one would cooperate, so I found Lao Zheng.

Prior to this, Lao Zheng had started the pioneering test of the beauty industry. After a period of hard work, it had begun to take shape, but it could not continue to develop. Now one is skilled and the other is experienced, and they immediately hit it off.

Together, they rented a small workshop, bought two sets of equipment, and made eyebrow pencil by their own craft, but the production efficiency was not high. Even though they had found a good channel, the other party’s list, even if the demand was small, could not be satisfied by them alone. Secondly, there is the quality problem. Sometimes, although the bill can be issued, the quality of the eyebrow pencil can’t be guaranteed. In order to solve this problem, they have no idea for a night.

Lao Zheng feels that although there are skills now, you don’t know whether the current ability can really meet the needs of customers. If two people communicate here all day, I am afraid it will be difficult to get results without outside intervention. So Lao Zheng proposed to visit an eyebrow pencil factory first, and if necessary, he could go there to work and learn technology!

But his classmates don’t want to. This is the most important time. Is it necessary to give up your own industry and join others, wasting your hard-earned resources? If you do this, you may give your achievements to others. As a result, the two men had a disagreement. After the discussion was fruitless, the two men who had only cooperated for two and a half years decided to "fly solo".

Lao Zheng, who had nothing, found a famous local eyebrow pencil factory and joined it as a worker. He has worked there for four years since then. During this period, he actively exchanged experiences with the master in the factory, combined with his own opinions, gathered the strengths of everyone and polished his skills day by day.

When Lao Zheng was 36 years old, he started the eyebrow pencil factory again by saving money. Compared with before, today’s Lao Zheng has excellent skills. Moreover, during the time when he worked in the factory, Lao Zheng actively sought all kinds of contacts and cultivated future customers and partners. At the same time, he also found several masters to help train new employees, while learning and producing, so that the training does not delay working hours.

Relying on the tenacious will of hard work and excellent technology, Lao Zheng solved many difficulties, and the complete service chain solved all the problems of customers from purchase to after-sales, and accumulated many repeat customers. A few years later, Lao Zheng’s eyebrow pencil factory quickly became a local leading enterprise, and many beauty companies also came here to seek cooperation. For a time, Lao Zheng He’s eyebrow pencil became famous.

But these are not enough. In the next time, Lao Zheng wants to drive the factory to all parts of the country and send the list to the other side of the ocean. Of course, we also need Do not forget your initiative mind to ensure our own technology and quality, and provide the best and most complete service for our customers. These are the basics of becoming bigger and stronger.

"See column" said that with the maturity of network infrastructure, social and short video platforms have brought new traffic dividends, and many online media platforms have become the target of many beauty brand industries. Some of these corporate brands, with the labels of "cheap", "good-looking" and "fast on the new", quickly won the hearts of those post-95 users who are active in the network.

The construction of digital middle platform based on social platform marketing and the controllable supply chain system are the main reasons why the beauty industry stands out at present. For brands, focusing on marketing means and traffic effects can bring immediate effects to brands, but they cannot create long-term brand value alone. Because in the industry, beauty is a technical industry, compared with some big brands with completely independent production and independent research and development capabilities, small brands need to do more to survive.

With the rapid development, there are also several obvious problems in the beauty industry, such as the difficulty in expanding stores, too messy management, difficult customer maintenance and single sales form. These are the problems that need to be solved at present. Whether these problems can be solved will affect the future development of the beauty industry, seize the wave of Internet technology development, and strengthen relevant regulatory and maintenance measures. In the future, the beauty industry may become the most promising "sunrise industry".