Interview with ｜ Liren Lizhuang Huang Tao： Broaden the track to lead growth and look forward to the new pattern of beauty consumption.

　　"Use Internet big data technology to solve the mismatch problem of products in the beauty retail field, find good products and recommend them to the right consumers." At the beginning of the new year, the head of the leading domestic beauty e-commerce retail enterprise and the chairman of Liren Lizhuang (605136.SH),totalManager Huang Tao appeared in the program "Face the Head". existinterviewIn the process, Huang Tao revolved around the creation of beauty makeuporiginal aspiration, sharing insights and unique insights into the development of the cosmetics industry.

　　In September 2020, Liren Lizhuang was listed on the main board of Shanghai Stock Exchange and officially landed in the capital market. On the one hand, Liren Lizhuang brings global quality products by holding hands with International Beauty Group.ChinaConsumers; On the other hand, in view of the emerging new consumer demand in market segments, the market gap is filled by incubating independent brands. At the same time, Liren Lizhuang also takes ESG as the enterprise development policy, and is stable in employment and industrial chain.rural revitalizationAnd other aspects, take the initiative to assume social responsibility and share the development value of enterprises.

　　Teacher Tsinghua turned to beauty cosmetics retail.

　　Being attached to beauty retail is a choice for Huang Tao to apply what he has learned. Graduated from Tsinghua University Automation, Huang Tao hopes to apply the theory of big data and artificial intelligence he has learned to practice and create value for the society. After the reform and opening up,ChinaThere are a large number of mismatches in the retail market, which provides a "useful place" for big data analysis technology, which coincides with the rise of domestic e-commerce, so he finally set his sights on the beauty e-commerce operation industry.

　　"Compared with products such as clothing, beauty products are more standardized and more suitable for data modeling. Through big data analysis and precision marketing, the problem of mismatch can be solved well." Huang Wei toldjournalist. Liren Lizhuang takes itself as a bridge, looking for goods for consumers and building for businesses.flatplatformTo help solve the problem of matching "people and goods yards".

　　Take the Japanese beauty brand Fulifang Silk as an example. Fulifang Silk has just been introduced.ChinaAt that time, the positioning is a niche cosmeceutical brand. Based on the insight into the development trend of amino acid cleansing market, Liren Lizhuang repositioned its brand, highlighted the selling points of products such as "amino acid cleansing" and "sensitive muscle-friendly", quickly adjusted the store operation strategy, greatly improved the conversion rate of new users and brand exposure, and made it a cleansing explosion.

　　It is reported that since the cooperation with Liren Beauty Makeup, Fulifang Silk has been reelected as TOP1 of Tmall double 11 Cleansing Category for many years, which has established its leading position in the field of amino acid cleansing. As of September 30, 2022, Liren Lizhuang has continuously reached cooperative relations with more than 60 brands such as Whoo Hou, Snow Show, Fulifang Silk, Vaseline, Swarovski, Yayang and Fulu Deya, and operated more than 160 brand stores through multiple channels.

　　Incubate brands to meet consumer demand

　　In 2021, aware of the pain point that consumers’ trust and preference for domestic brands have increased, and cooperative brands can’t meet the emerging new consumer demand in market segments, Liren Lizhuang began to incubate its own brands and successively launched Meiyitang and Yurong Elementary Independent Brands.

　　From "selling" beauty cosmetics to "creating" beauty cosmetics, Huang Tao believes that it is "finding good products for the right consumers"original aspirationFurther practice. "Liren Lizhuang studies the changes of consumers’ needs and the new direction of global cosmetic technology development every year. When we submit some new needs to cooperative brands, they cannot be met in time for various reasons, then we will consider trying it ourselves."

　　For example, Huang Tao, based on years of research and observation on the beauty and skin care industry, Liren Lizhuang believes that ceramide will be one of the ingredients in the cosmetics industry.importantThe development direction of. However, when the company submitted this demand to the cooperative brand, the cooperative brand could not meet it because of research technology, registration and other issues. In this case, Liren Lizhuang chose independent research and development, and launched a skin care brand Meiyitang with ceramide as the core component, responding.ChinaNew demands of consumers.

　　It is understood that the development momentum of the independent incubation brand of Liren Lizhuang is good. In the first half of 2022, the sales of its own brand increased rapidly compared with the same period of last year.

　　Stabilize the post and chain and assume social responsibility.

　　In 2022epidemicDuring this period, many enterprises in Shanghai, including Liren Beauty Cosmetics, faced unfavorable factors such as storage point closure and poor logistics.

　　In the face of this sudden challenge, Liren Lizhuang, on the one hand, is steady and steady, showing good business toughness.natureOn the other hand, the company has joined hands with ecological partners to overcome the difficulties. Huang Tao believes that taking the initiative to assume social responsibility has many benefits for the long-term development of enterprises. For example, not laying off employees can enhance team cohesion, while aid partners can gain the long-term trust and affirmation of more cooperative brands.

　　In addition, Liren Lizhuang has also hatched its own brand search files, using its own e-commerce advantages to broaden the categories operated by the company and help it in the form of consumer assistance.rural revitalizationCareer development.

　　Talking about the future, Huang Tao said that as an enterprise dedicated to creating value for the society, Liren Lizhuang pursues not only the closed-loop marketing ability of "being able to gain insight into the changes in the needs of the market and consumers, but also being able to meet them by organizing the supply chain", but also actively practicing the ESG concept and growing into an enterprise with both operational strength and social responsibility. (End)

This article comes from: Nanzao. com