Every year, before spring, it was one of the busiest days in the haijo district of guangzhou, called the "love-talk nail shop" - - in front of several square metres, two couches and a dresser chair were waiting for guests. The search for the “salary shop” on the popular comment points is accompanied by a sweet reminder: “before spring, please make an appointment at the shop.”。
For many women, it is just as essential to make a beautiful manicure for spring as to wear new clothes. But having to wait in line and then spend at least an hour doing a phototherapy suit is not the only option。
The rise of methadone has given the menacing lover an additional reason not to go out。
They are characterized as “i. E., torn” and divided from material into stickers and chips. They have thicker base plastics, which allow for decorating with decorations, and more colorful designs. However, the sticker is more air-breathing and more adhesive, with little sense of the alien after the surface of the nail。
It takes only a few minutes to use a nail paste, and most boxes can be used two to three times, with a unit price ranging from several to several dozen dollars。
More importantly, nail paste is relatively weak for nail damage. The adhesiveness of the nails and nails is not as strong as that of products such as manicure used in professional nails, and the removal of them requires only the leaching of warm water。
Fashion weibo's "sixs and sixs" fan is a beauty lover. Working activities require frequent changes of manicure to fit different clothes. “when the activity was most intense, it might have just been pasted in the morning and changed in the afternoon.” she said。
In fact, artesian pasta is not an emerging category that was recently born。
As early as 2015, the united states brand-named incoco, which specializes in methadone, started a wave in china。
On the other hand, ying kei quickly spreads marketing networks through microbusiness alliances. Ying kei has been using pure membrane coverings and has been promoting that products do not contain harmful components of nail polish, such as formaldehyde and benzo。
Zo wenhui, head of the shanghai company for psychic industries in shanghai, stated that yingxia had indeed created a wind mouth with a “safe and easy” and “triggered” membrane patch when entering china. The brand's first year of sales and heat is sufficient to allow industry to look at it。
Educating consumers, however, takes a lot of money, energy and even patience. The chinese market has almost disappeared in just one year。
The nail industry started early in overseas markets, such as europe and the united states and japan, and local consumers are more receptive to new meta-products. However, china's nail industry started late, and consumers know little about it。
It is difficult for premature markets to become breeding grounds for brands. As a result, the initial rise of chinese methadone producers was largely dominated by foreign trade, with an attitude towards the domestic market。
According to joo wenhui, the failure of ying koe in the chinese market is primarily due to overpricing. The price range of $80-$100 is enough to discourage chinese consumers who do not yet know about methadone; moreover, the marketing network of their microbusiness model is too fragmented to guarantee after-sales services, which largely affects consumers ' willingness to repurchase。
In addition, the production costs and difficulties of the membrane in the same product are highest。
Wang ming, the head of the ulu city luang crafts co. Ltd., stated that the mechanized stickers were broadly classified in material terms into three categories: uv ink, uv resin and gourmet. Of these, the highest price was paid at approximately $2. 00. However, because of the high production and storage requirements of the membranes, which are not easily stored, the actual production of the membranes in the market is not significant. At present, most of the artesian paste on the market is uv resin, which is relatively inexpensive and more stable. The lower to a few dollars of fingernail paste is essentially printed in low-quality and least-cost uv ink, at a price of only a few cents。
The early days of china's mercantile market also resulted from premature industrial chains and processes。
According to wang wai woo, director general of the artery operations, the manufacturer of methadone, at the time many factory chambers used non-professional traditional printers to produce fingernails, but the country's fine production equipment and processes in recent years had also led to consumer awareness of the art。
Using the “grass” capacity of social media, it has become easier to promote aesthetic paste than in 2015. Searching for “salary paste” in small red books shows that consumers recommend a wide variety of beauty paste brands, both high-profile overseas and direct-selling by domestic manufacturers. Most of the price is concentrated in the range of $20-70, and there are customized amounts of up to $1 and up to $100。
Among them, the united states brand of dashing diva and the korean brand of ohora, both of which are known overseas, are recent and frequent。
Ohora had opened a flagship overseas shop on the little red book, but recently issued a bulletin stating that all products from the small red book overseas branding shop had been dropped as a result of strategic changes in corporate international careers. Since then, ohora has no official direct distribution channels in china。
Destihua, a united states-established nail brand in 1989, has full-made manicure products such as kerosene and nail paste, and has opened meta-saloons in many parts of the united states, japan and korea. American singers rehana and beyonce both visited their sharon。
In december 2020, distyhua was the spokesperson for the asia-pacific region. The director of the chinese market in destihua, xu li jian, said to the interface fashion: “the choice of songxi as the spokesperson marks the beginning of our desire to enter the chinese market seriously.”
The brand's spokesperson, song si, received over a million copies of tweets, and many fans supported it in the form of comments. The choice of a “flow star” has also helped significantly to raise brand awareness to new steps by 2017, when it entered the chinese market。
According to suh lizhen, the brand received increasing attention in 2019. It was not until 2020 that destiwar became widely known, working with the headcasts via, li jiaqi and the artists. This year, sales increased almost tenfold over 2019。
There seems to be some evidence of the beginning of the circle in 2019. Several methadone manufacturers revealed to the interface that their share of domestic sales was increasing starting in 2019 and that an increasing number of domestic consumers were feeling interest in methadone。
Compared to the development context in which dusty started from nail polish, many domestic producers started directly from methadone。
Cai weng fai indicated that nail polish was in the category of cosmetics and required a cosmetic production licence, and that there were no mandatory requirements for methadone. In addition, technical barriers to nail polish itself are low and large-scale manufacturers are concentrated. This is not an easy area for start-ups。
Wang ming sees the space for the development of methadone. From a plant point of view, he believed that nail polish was more likely to be marked by highly mechanized production patterns. The methadone, from design to production, requires more manpower support and more operational space。
Although the threshold for entry appears to be low, branding is always difficult。
This has nothing to do with the business model of domestic producers. Even though the share of domestic sales has increased in recent years, it still accounts for the bulk of sales in mature foreign markets in the nails sector. Moreover, producers tend to rely on oem and odm for profit, making it difficult to allocate funds and energy to support autonomous brands。
Wang ming believes that human costs are the main reason why most manufacturers have difficulty in branding and scaling up. The need for manpower in the design and goods control sector is high because of the non-specification of methadone. Scaling up means more investment, a step that many manufacturers cannot take。
Moreover, the new brand, which now seeks to create market visibility, needs to go beyond the emerging mountain of destihua。
New speed and style designs tend to determine the ability of brands to keep pace with fast-changing consumer preferences in the undisaggregated aesthetics market. The early start in the nails industry, the deep-seated destihua, has pre-emptive advantages in terms of both new frequencies, design processes and marketing。
Currently, at the quarterly meetings of destire, new 60-120 sections of the design of the new product are being developed and 5-6 sections of the restricted product are being placed on an occasional monthly basis。
As the design team is far from korea, language communication is a major issue in the longer production cycle. She stated that the product had a life cycle of 3-6 months from design to production. As a result, in addition to ad hoc modalities such as the joint ip, which will add to the schedule, other daily contributions tend to be prepared half a year in advance, such as the summer fund in june of this year, which has already been defined in january。
The diagnosis of popular trends is also an important part of the production cycle that requires time and effort. In order to match the prevailing trends in china, the korean design team, while considering the elements of the general market, will hire research firms to conduct regional market surveys。
Suh li jian, for example, says that the design of the korean winter colours with high saturation levels sells well throughout the year in china, yet the perceptible spring and summer seasons sell evenly。
Furthermore, in marketing, dusty has continued to increase brand exposure and seek new performance growth points by working with well-known ip associates and headline broadcasters。
However, when it comes to the future direction of development, seo li jian believes that the brand is still in the market. “in particular, when looking at data from online sales, we will find that the overall portion of nails and makeup is very small and very different from the situation abroad.”
For a long time, nails have been a minor preference in the chinese market. In order to gain market increments, pharmaco-products need and must be educated in the market. Low consumer acceptance is the primary threshold for the nail brand。
If you're searching for art in a little red book, you'll find a lot of information about the use of the curriculum. The reminder that “alcoholized cotton sheets must be used before they are used”, “select a sticker smaller than the fingernails” and so on, cannot be avoided. Including dusty, a video of the guide will be posted on the sales page of the internet, in addition to a graphical description on the side page of the product。
Fashionists believe that the initial use of methadone does require a certain period of adaptation and is prone to the appearance of bad and misdemeanor situations。
The owner of miss cherry nail, han zheng, who worked in the nail industry for almost 10 years, said, “i have many customers who have mentioned the artery products. However, it is not so convenient for initial users. A lot of customers use it once, it's not pasted, and the freshness disappears."
On the other hand, methadone is not sufficient to replace the art and experience of the art store. Han said, "if you see a model's fingernail color in a magazine, i can make the exact same." in this regard, methadone processes remain limited. Moreover, the under-line consumption scenario is lacking and needs to be accomplished by consumer initiative。
With a view to enhancing direct interaction with consumers, dusty has turned his eyes to the possibility of development below the line。
Previously, in korea, destival entered a large make-up chain, olive young, whose dense network of under-line shops allowed brands to gain high-density product exposure, opening up the korean market at short notice。
There is no doubt that dusty is hoping to recreate south korea's success story. In the chinese market, the brands are located in 12 under-line conglomerates and cosmetics stores, with a total of about 1,000 front shops. At the same time, dusty has tried to open an under-line specialty shop with a guide to solve and guide the use of the product。
However, unlike the national make-up brand of the last two years of fire, it has been difficult for a single make-up brand to access the path from the top to the bottom of the line。
Wang wai woo, who had seen a cooperative attempt to open an underground shop, abandoned it for management reasons. He stated that the mismatch between inputs and outputs was a key reason why it was difficult to reach the line. Underline manpower costs are higher, but its flow and exposure are far below the line。
The impact of the epidemic on the retail sector as a whole further inhibits the possibility of development off-line. During the epidemic, the number of destihua special stores was reduced from five to two and concentrated in shandong chinin。
Since ying kae's entry into china in 2015, the chinese market has been developing for six years, but is still marginalized from small goods, making it difficult to become an industry challenger. It is important to make an impression on consumers in the first place to educate them。
As a faithful user of the art of art, she bought nearly 100 pieces of art in two years from different shops, but she was not impressed with a brand. "it's not very brand-oriented. Because the most important thing to buy online is to look at the look, the material, and whether the work is delicate." she said。
Han believes that nail patches can never destabilize the existence of nail shops, "i feel like a wind. A brand just came out and scratched, and not long ago. That's it." she said。
(as requested by the interviewee, wang ming is aliases
