The core point for innovative brands to go offline is whether they can adhere to “sincerity”.
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 Pan Qifeng, the offline channel sales director of Guangzhou GRAIN RAIN Biotechnology Co., Ltd. to share with us the cosmetic trends in China.
CHAILEEDO: What is the premise of the innovative brand entering offline?
Pan: The core point for innovative brands to go offline is whether they can adhere to “sincerity”. I think it is a prerequisite for brands to go offline if they consider offline channels as a long-term and stable business channel and are willing to share the sustainable benefits of brand growth with their offline partners.
CHAILEEDO: How can innovative brands do well in the offline channel?
Pan: Offline channels focus more on consumers’ intuitive experience, which means that innovative brands have to spend energy on researching packaging presentation, display methods and activity forms that meet the needs of the channels. This year, GRAIN RAIN has upgraded the product packaging for offline channels, making the color block more uniform when displayed in the terminal. At the same time, we developed a set of “fairy” display and activities of Hanfu(traditional Chinese clothes) for offline terminals, so that consumers can feel the brand awareness, interaction and recognition in the terminal.
Both the brand and the channel are inseparable from the support of our users, and we continue to upgrade the formula to provide users with a safer and more effective product experience. For users in different regions and channels offline, GRAIN RAIN provides a variety of series of products to meet the efficacy of different users’ skin care needs.
“A hundred techniques are better than one sincerity”. “Sincerity” is also the core of brand values. We believe that as long as we treat our channels and users with “sincerity”, the emerging brands will go steady and well offline.