According to the data, Jing Tian Baisuishan Company was established in 1992, which is a large enterprise specializing in the production and sale of bottled and barreled drinking water. The company has 28 advanced automatic production lines, among which Baisuishan production base has passed the highest international production certification, and its strong technical force and economic strength have been recognized in the drinking water industry.
In fact, the cross-border skin care field of Baisui Mountain is nothing new for domestic counterparts. As early as the increasingly fierce competition among water enterprises, the parent company of Nongfu Spring, Yangshengtang Group, launched a hydrating spray called Yangshengtang Natural Birch Juice on 20 19. Subsequently, brands such as Evergrande Ice Spring and Kunlun Mountain also launched sprays with mineral water as the main raw material.
Of course, the success of foreign counterparts is one of the important reasons for the entry of major drinking water brands in China. Among them, the most famous brands in the field of spraying are Evian and Yang Ya, whose main ingredients are mineral water. The spray sales of the two brands on the e-commerce platform are considerable.
In addition, it can not be ignored that the market scale of the global skin care industry is also expanding. As the world's largest consumer market, domestic and foreign companies want a piece of the action. The data shows that the global skin care market is growing steadily, with the market scale increasing from $99.6 billion in 20 12 to $148.3 billion in 2020, and it is expected to increase to189.3 billion in 2025. At present, the cosmetic market in Europe, America and Australia is relatively mature, so the new increase mainly comes from Asia, Africa and other regions with relatively low cosmetic penetration rate.
And the data shows that, driven by factors such as face value economy and consumption upgrading, the development momentum of China cosmetics industry has not diminished in 20021year, and the average single financing amount reached 242 million yuan in1-February alone. From March 2020 to March 20021year, there were 58 capital financing incidents in China cosmetics industry, with an average single financing amount of about/kloc-0.05 million yuan.
However, although the gross profit margin of the cosmetics industry is generally high, even the leading industry of drinking water brands is not easy to take this opportunity to share a slice of the traditional cosmetics enterprises in the spray market. According to media surveys, at present, except for the spray of Health Care Hall, whose monthly sales volume exceeds 3,000 bottles on Tmall platform, the spray performance launched by other mineral water brands across the border is not bright. For example, the highest sales volume of Evergrande Ice Spring Spray is only 15 pieces.
The industry believes that cosmetic spray and bottled water are two tracks, and the gameplay is different. Therefore, it is not easy for water companies to boost their performance by cross-border cosmetics. The significance of cross-border skin care products of water enterprises seems to be more like highlighting the quality value of their own brand water.
In addition, this admission also means not only facing peers, but also competing with similar products of big-name beauty brands. After all, spraying and bottled water are two industries. In order to avoid cross-border subversion, Baisui Mountain not only needs to establish a new operating system in terms of channels and marketing, but also needs to work hard on the first-Mover advantage and brand influence of products.