According to official sources, Baisui Mountain officially entered the field of skin care and launched a metasilicic acid hydrating spray. As the name implies, the core component of this product is metasilicic acid in natural mineral water.
How hot is the skin care market, so that mineral water companies have come to join in the fun? China Commercial Industry Research Institute predicts that the cosmetics market in China will reach 359.98 billion yuan in 20021year and 473.35 billion yuan in 2025. High gross profit and strong market prospects have become important factors for mineral water enterprises to covet the skin care products market. However, it is far from easy to seize the market.
The dispute of spray market
In 20 17, the parent company of Nongfu Spring, Yangshengtang Group, released a series of natural birch juice hydrating skin care products and began to set foot in the beauty industry. As the industry leader of natural drinking water, Zhong Shanshan, chairman of Health Center and chairman and general manager of Nongfu Spring, believes that they are experts in water supply, hoping to find the natural source of skin hydration through the study of birch juice.
In 20 19, another mineral water brand Kunlun Mountain also launched the first product of cross-border beauty-Kunlun Mountain moisturizing spray. According to the official propaganda, the main component of this spray comes from the snow mountain mineral water formed on the Kunlun Snow Mountain at an altitude of 6,000 meters on the Qinghai-Tibet Plateau, which can achieve the effect of rapid hydration.
Recently, Baisui Mountain, which has always been known as the "aristocrat in the water", also joined the competition and launched Baisui Mountain hydrating spray. According to the official introduction, this hydrating spray is taken from the Baisui Mountain production base in Luofu Mountain, Guangdong Province. The raw material of the spray is natural mineral water, and the core component is metasilicic acid in natural mineral water. Metasilicic acid can induce the proliferation of skin cells, effectively repair and activate collagen fibers and elastic fibers, which is beneficial to skin regeneration, thus increasing skin elasticity, whitening skin and delaying aging.
We can clearly see that bottled drinking water enterprises have begun to cross the border into the cosmetics industry, from drinking water to family and beauty scenes. For the cross-border beauty of Baisui Mountain, the relevant person in charge said in an interview that the launch of new products can enrich the company's brand matrix on the one hand and cultivate the market on the other.
However, many people in the industry don't think so. In their view, cosmetics spray and bottled water are two completely different tracks, and it is not easy for water companies to boost their performance by cross-border cosmetics. This so-called cross-border seems to be more like highlighting the quality value of its brand water.
Why are they all robbing?
Obviously, the major drinking water brands are not blindly looking to the skin care products market, but more aware of the development prospects of the current skin care products market and its relevance to its original main business. At the same time, it also reflects the fierce competition and spillover of drinking water enterprises, and they all hope to open up new markets and enhance their competitiveness.
At present, according to different sources, bottled water can be divided into four categories: pure water, natural water, natural mineral water and other drinking water. Although there are categories of drinking water, the competition among several brands in the industry is obviously fierce.
According to Euromonitor's statistics, the bottled water market in China was close to 200 billion yuan in 20 19, but there were also many enterprises to carve up the market. At present, there are many enterprises such as Nongfu Spring, Jing Tian, Wahaha, Ipoh and Evergrande Ice Spring.
Among them, the confrontation between Nongfu Spring and Baisui Mountain is particularly fierce. According to the data, Nongfu Spring has maintained the first place in the national packaged water market for eight consecutive years. Coincidentally, Baisui Mountain official website shows that "Baisui Mountain 1 1 year mineral water sales are the first".
You can also get a glimpse of the intensity of the products of both parties. Nongfu Spring announced its entry into the field of natural mineral water and launched the brand of "Changbaixue", facing the superior price of Baisui Mountain. It can be guessed that Baisui Mountain launched metasilicic acid hydrating spray this time, and it also has the idea of competing with Nongfu Spring.
In fact, these drinking water enterprises have mastered high-quality water sources and made cross-border replenishment sprays, which is an extension of their own product chain. Some people think that these drinking water enterprises may have taken a fancy to the high gross profit margin of cosmetics. The data shows that the gross profit margin of the beverage industry is about 50%, the gross profit margin of the cosmetics industry is 70%-80%, and even the gross profit margin of some brands exceeds 80%.
Enterprises competing in the field of drinking water may hope to drive the already weak main business market through the cross-border cosmetics market, break a new path of competition and open up a second growth curve. At the same time, even if innovative business can't bring new profit growth, because the cosmetics industry has higher requirements for water quality, it can shape the brand's own image to a certain extent, so why not?
Since Nongfu Spring and other drinking water brands began to enter the skin care products market, they have given a demonstration to other enterprises. Drinking water is not limited to the strangulation of water sources.
"Traditional spray" still leads the industry
In recent years, many new brands have emerged in the spray market, especially domestic brands, which have won the favor of many consumers with their cost-effective products. Especially after the outbreak, the market demand for portable moisturizing and basic antiallergic sprays is also expanding.
Drinking water companies compete for the hydrating spray market, which is also an impact on the original beauty brands in the industry. However, as a traditional "big family" of spraying, the brand of Yayang is not so anxious. In Yalong's view, makeup spray and bottled water are two tracks. The cross-border skin care products of water enterprises are more about showing the water quality value of their own brands. As a professional cosmeceutical brand, we will pay more attention to products that strengthen the skin care properties of dermatology, and on this basis, we will continue to innovate.
Avon's confidence stems from its market share in the spray market. It is understood that in 2020, Avram's sales on the Ali platform alone will exceed 253 million yuan, with a sales volume of 2 million pieces and a market share of about 5.3%, ranking first among beauty spray brands.
Followed by Winona's spray products, its sales on Ali platform in 2020 was nearly 65.438+0.03 billion yuan, accounting for about 2.2% of the market.
Faced with the challenges of many emerging brands in the spray market, Avene, backed by Pierre Faber Group, the second largest cosmeceutical developer in the world, and the second largest private pharmaceutical group in France, is still steadily focusing on pharmacy, health care and dermatology.
Compared with other spray products, Yang Ya's spray positioning is a dermatological skin care product, which is made of French Yang Ya spring water, aseptic filling, and has both biological and mineral characteristics. Light green. The unique bioactive substance D in Yang Ya spring water can strengthen the skin barrier, quickly relieve skin discomfort, and has its own repairing power and peace of mind. More than 50 studies on the magical healing power of active springs have also been published in international academic journals.
In addition, Avenir has the Avenir Active Spring Center in France, which is dedicated to dermatology and skin disease treatment. Every year, about 3,000 patients come to receive hydrotherapy, which is also a project included in the French medical insurance system.
According to the introduction of the brand, in addition to spray products, on the cosmeceutical track with stability and anti-sensitivity, Yang Ya also constantly innovates and optimizes the formula based on the pharmaceutical background. * * * has more than 65,438+060 products. Among them, there are star products that are widely loved and praised by consumers in China market, including Yang Ya No.0 Repair Cream, Yang Ya White Cream and Atopic Dermatitis Triple Repair Series, as well as sunscreen, acne removing and basic cleaning products. "We will continue to innovate and launch new products suitable for China consumers."
Compared with cosmetics companies that focus on the research of skin care ingredients, the products launched by these drinking water companies in the field of skin care are more like a concept.
To some extent, the various attempts of drinking water brands in the skin care market can not shake the role of the original industry leader, but can expand their audience and form the product matrix of enterprises.
Perhaps, these companies are not drunk, but are aiming at the "high-end, high-quality" label brought by cosmetic moisturizing spray. For them, whether "mineral water" can shake the status of beauty giants is actually not important.
Proofreading: Ling Zaiqing