“China’s manufacturing transforms into China’s creation, China’s speed transforms into China’s quality, China’s products transform into China’s brands.” There is no doubt that the proposal of the “Three Transformations” in the national action plan “Made in China 2025” has provided direction and a path for the construction of Chinese brands. Against this backdrop, a group of domestic cosmetics brands and companies that have embarked on innovation in research and development, channels, and branding are leading the way.
Yesterday (December 4th), the “New Made-in-China, New Driving Forces” 2023 New Made-in-China Brand Development Conference was held grandly on Xinhuanet. Chicmax was invited to attend the conference, and its flagship brands KANS and One Leaf, as benchmark brands for “new driving forces of Chinese brands,” shared insights on cultivating innovation and creativity, achieving high-quality development, and building Chinese brands. They provided new ideas and methodologies for the future development path of domestic cosmetics brands. At the same time, both KANS and One Leaf brands were selected as “excellent cases of innovation for new Made-in-China brands.”
KANS and One Leaf make an appearance at the Xinhuanet Forum
In recent years, with the development of the Chinese economy and the enhancement of cultural confidence, a large number of new Made-in-China brands have gained favor among an increasing number of consumers due to their excellent product quality, showcasing the unique charm of Chinese brands. From overcoming difficulties to setting sail, what is the future path for new Made-in-China brands? This has become an important topic concerning the construction of Chinese brands.
As a sub-forum of the 2023 China Entrepreneur Boao Forum, the “New Made-in-China, New Driving Forces” 2023 New Made-in-China Brand Development Conference was officially held in Hainan on December 4th. It is reported that the conference is guided by the Brand Office of Xinhua News Agency, jointly organized by Xinhuanet and Meione (Shanghai) Network Technology Co., Ltd., and co-hosted by the Xinhuanet Mobile Internet Business Group and Xinhuanet Client. At the conference, leaders and experts from government agencies, industry and economy, financial investment, brand strategy, and representatives of well-known domestic brands gathered together to discuss the high-quality development path of new Made-in-China brands.
It is understood that the brand-building plan of “New Made-in-China, New Driving Forces” aims to promote brand development, innovation, and cooperation, further enhancing the influence and reputation of Chinese new Made-in-China culture at home and abroad. KANS and One Leaf were invited to the 2023 New Made-in-China Brand Development Conference, representing the industry’s recognition of Chicmax Corporation and its flagship brands. This also confirms that Chicmax Corporation is widely recognized in the industry as a representative of Chinese cosmetics brands that can traverse cycles and always stand at the forefront.
Scientific Research Innovation, Channel Innovation, Brand Innovation
Chicmax is always on the road
How does Chicmax achieve fashion innovation in terms of brand, scientific research, and channels? In a speech titled “Transcending Cycles, Revitalizing Made-in-China Brands,” Liu Ming, Vice President of Chicmax Corporation, conducted an in-depth analysis using the KANS brand as an example.
Firstly, in terms of scientific research innovation, KANS has introduced its own technology through Chinese innovation and independent research, truly embodying “Chinese creation” in its products and brand.
It is reported that this year, after 20 years of dedicated independent research and the efforts of over 200 research and development personnel, KANS has made a leap from applying peptides to innovative peptides. The new generation Chinese anti-aging ingredient, “Hexapeptide-9,” has been introduced, giving Chinese people their own exclusive anti-aging ingredient. The upgrade from a two-dimensional to a three-dimensional structure has enhanced the absorbability, prolonged the effectiveness, and increased the physiological activity of the peptide, providing natural advantages.
It is worth noting that KANS not only focuses on its own development but also contributes to the high-quality development of the industry. It is reported that KANS has also led a consortium of 19 companies and organizations to develop and release the first group standard in China for “Cosmetic Raw Materials – Synthetic Peptides.” The release of this standard signifies that KANS has filled the gap in the lack of guiding principles for peptide cosmetics in China, providing guidance for the standardized production, application, and development of peptides, and enhancing consumers’ confidence in peptide products.
In addition, the One Leaf brand has been deeply involved in the basic research of Chinese ingredients, specifically olive leaf extract, for the past eight years. Based on this research, One Leaf has released the first group standard in China for “Cosmetic Raw Materials – Olive Leaf Extract,” which establishes more detailed quantitative standards from extraction processes to quality criteria. This is advantageous for further accelerating the healthy and sustainable development of the olive leaf extract-related ecological industry.
Throughout Chicmax’s 20-year development cycle, it has witnessed the transformation and growth of domestic enterprises in scientific research. When the industry called for increased research and brand construction, Chicmax successfully achieved a “three-fold leap” in scientific research. Currently, Chicmax has established international dual research centers, constructed a multi-level scientific research talent system with over 200 members, and established an international production system worldwide. Furthermore, in terms of fundamental research, the company has made breakthroughs with exclusive ingredients such as TIRACLE dual-bacterial fermentation components and Artemisia annua oil AN+.
In terms of channel innovation, KANS has taken the lead, gaining a competitive advantage on emerging platforms such as Douyin (TikTok). It is reported that as of November, KANS’ Gross Merchandise Volume (GMV) on Douyin has reached 2.85 billion RMB, making it the top player in the beauty category from January to November this year. Liu Ming stated, “Through revitalizing established brands and reshaping brand power, domestic beauty brands have far surpassed international brands on the Douyin platform. We have also proven the strength of Made-in-China brands.”
On the occasion of the brand’s 20th anniversary, KANS has repositioned itself as “Scientific Anti-Aging” and put forward the brand slogan “Providing Confidence for the Youth.” Regarding effective consumer communication at the brand level, Liu Ming stated, “The new KANS in the new cycle must convey the strength of Chinese ingredients and Chinese scientific research, and tell the story of Chinese brands.” Therefore, KANS has participated in programs such as “All Girls’ Offer 2, 3,” “All Girls’ Anchors,” “Incredible Chinese Ingredients 3,” and “Impressive! Made-in-China,” allowing consumers to further understand and perceive the power of “Made-in-China” and “Chinese ingredients.” On the other hand, the One Leaf brand has responded to market demand upgrades and started to focus on the “repair+” track, with an overall tone leaning towards “fresh and vibrant.”
It is not difficult to see that throughout the journey, KANS and One Leaf have always followed the changes of the times, embracing innovation, rejuvenating, and achieving new heights in multiple fields such as scientific research, channels, and marketing.
Transcending cycles, Chinese cosmetics enter the golden age of development
What can be seen is that the 20-year journey of KANS since its establishment in 2003 is actually a microcosm and the most authentic portrayal of the development of Chinese cosmetics.
Liu Ming stated, “KANS transcends cycles and continuously revitalizes itself through brand innovation. This is also the process of Chinese cosmetics moving from imitation and independence to surpassing and creating their own new standards and systems.” So, how will Chicmax Corporation and its subsidiary brands respond to the next cycle? Liu Ming also provided an answer at the conference.
She mentioned that the first aspect is leading through organizational drive, continuously cultivating the future successors of the Chinese cosmetics industry to cope with competition. The second aspect is leading in scientific research. She said, “We have been investing in scientific research for 20 years and will continue to do so in the future. In recent years, our annual investment in scientific research has reached around 3%, aiming to improve our quality and production.” The third aspect is leading in AI information, and the fourth aspect is leading in marketing. She emphasized the importance of keeping up with the times and not falling behind wherever the flow of traffic is. The fifth aspect is leading in intelligent production.
It is not difficult to see that Chicmax has clearly defined its five major competitive advantages for future development, which will be the key to supporting the continuous innovative development of this well-established Chinese domestic enterprise for the next 20 years.
“In the future, Chinese domestic products will enter a golden age, entering a new cycle with high-end development and efficacy skincare as the core. The market value of Chinese domestic cosmetics is expected to reach hundreds of billions.” Liu Ming said, “Looking at the global leading beauty companies, none of them lack a history of over a hundred years. With the rapid development of the Chinese economy, we are confident that Chinese domestic beauty companies also have ample opportunities and will achieve new heights.”
As a stalwart force in the rise of Chinese domestic products, Chicmax showcased the key to its long-lasting rejuvenation at this conference, making it a typical representative and epitome of the upward growth of the Chinese cosmetics industry. It can be foreseen that when more “Chicmax-like” companies emerge, the Chinese cosmetics industry will undoubtedly make the world see the power of Chinese brands through technological leadership and innovative models.
