The chaos of the capital's new darling is frequent, how can the domestic beauty equipment break

Information Zhenhuimei 2023-04-03 11:49:01

The chaos of the capital's new darling is frequent, how can the domestic beauty equipment break the situation?

The chaos of the capital's new darling is frequent, how can the domestic beauty equipment break the situation?

With the upgrading of consumption, consumers' pursuit of beauty is getting higher and higher. Compared with skin care products, household beauty instruments can help consumers meet higher-level skin care needs, and can save users the high cost of beauty salons and medical beauty institutions. The cost of household beauty instruments has gradually become the "new favorite" of consumers' skin care. Keeping young and delaying aging has become the core appeal of contemporary female consumers.


When it comes to the 2021 capital upsurge of beauty instruments, there are two very intuitive opportunities to get out of the circle: one is that in 2020, Li Jiaqi’s live broadcast room sold more than 600 million beauty instrument products in one day; In Ya and Li Jiaqi's live broadcast room, the most popular products are beauty equipment. Search for "beauty instrument" on the Xiaohongshu APP, and there are a total of 10,000+ products and 310,000+ related notes. Popular stars such as Qi Wei, Wu Xin, and Guan Xiaotong have also shared the beauty instrument styles they use on the Xiaohongshu platform .

For consumers, due to insufficient understanding of professional knowledge, big-name anchor certification + publicity effect + baby evaluation" has almost become the standard mode for them to choose beauty instruments at present. Driven by the "standard model", the sales volume of beauty instruments on the e-commerce platform is outstanding. Not only is the outbreak on the consumer side, but the industry side has also reached tens of billions. At the same time, the production upgrade at the enterprise side also echoes and promotes the release of the consumption potential of beauty devices. According to the data from Qichacha, the number of registrations of companies related to beauty devices has accelerated since 2014. During the five years from 2015 to 2019, a total of 69,000 companies were newly registered, of which 24,000 were registered in 2019, a year-on-year increase of 41.6%. It is the year with the largest number of registrations in the past ten years, an increase of 19.4 times compared to the number of registrations in 2010. Under the synergistic effect of the consumer end and the industrial end, the beauty instrument market is ushering in an explosive inflection point. However, now many domestic brands have begun to catch up, pointing at the mid-to-high end. The black swan effect of the epidemic has also opened another window for the development of domestic beauty devices. On the one hand, the barriers brought about by the epidemic have allowed users who originally went to beauty parlors to switch to home consumption scenarios where beauty devices are optional; The supply of some brands is unbalanced, or even out of stock. The boost of capital has provided "firepower" for the counterattack of domestic brands. More and more "heart-wrenching" domestic beauty instrument brands are being born, grabbing the market cake that is gradually growing. Although it is a "latecomer", domestic beauty instruments are still developing rapidly and catching up.


I have to admit that although the future is bright, the current state of beauty equipment is still "embarrassing". As far as the model is concerned, unlike the relative maturity of hyaluronic acid, the positioning of beauty instrument products in China is not clear, and it is in the gray area between medical equipment and household appliances. The low threshold in the field of small household appliances also makes the industry a mixed bag. On the production side, popular anchors or KOLs canFactories and enterprises customize products, and many small brands on the market are mostly produced by OEM and OEM.


At present, beauty instruments mainly have problems such as hidden safety hazards, quality defects, false promotion of functions, and excessive marketing. There are a large number of consumer complaints on the complaint platform. In addition, the lack of industry standards is also a major shackle in the current beauty instrument industry. Fortunately, in the face of the "ice and fire" industry, we are now ushering in regulatory actions at the regulatory level. In April 2021, the State Food and Drug Administration issued a notice on soliciting opinions on the "Guidelines for the Classification and Definition of Radio Frequency Beauty Products" (Draft for Comment). It is foreseeable that the development of the beauty device industry will tend to be more professional and standardized , under strict requirements, it is more conducive to the healthy development and orderly competition of enterprises.

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