Text | Yang Yangyang
Recently, Guangdong Hao San Technology Co., Ltd. (hereinafter referred to as Hao San Technology), a domestic OEM/ODM enterprise, officially opened its new factory in Australia. Its innovative R&D team consists of four doctors and several graduate students, and will focus on developing a series of natural organic makeup products, infant products and whitening and anti-aging products.
Hao San Science and Technology Australia Joint Factory ▍ R&D Team (fourth from left is Ban Yu 'an)
In fact, this is not the first time that Hao San technology has gone overseas. In 20 17, Hao San Science and Technology Indonesian Garden Factory was officially put into operation, covering a total area of 654.38+10,000 square meters, mainly producing all kinds of cosmetics, mainly for customers in Southeast Asia.
Yang Yangyang combed and found that, in addition to the "three good technologies", many domestic OEM enterprises have realized or are ready to go to sea.
Have the strength to go abroad.
According to Yang Yangyang's incomplete statistics, Bei Hao Group, Hao San Science and Technology, Li Quan Group and Taihe Biotechnology Group (hereinafter referred to as Taihe Biotechnology) are currently establishing foundries abroad, and Guangzhou Mei Duo Biotechnology Co., Ltd. (hereinafter referred to as Mei Duo Biotechnology) and Northbell Cosmetics Co., Ltd. (hereinafter referred to as Northbell) are in the process of preparation.
Domestic OEM enterprises that set up factories abroad (incomplete statistics)
Ban Yu 'an, general manager of Hao San Science and Technology, told Qingyan that the choice to build a factory in Australia was well thought out. He said that in the next five years, Southeast Asia, represented by China, will undoubtedly be a growth point that cannot be ignored. The Australian factory aims to make use of the advantages of natural organic raw materials in Australia to produce brighter and better products.
Apart from Hao San Science and Technology, other overseas enterprises mentioned above are also representatives of powerful enterprises in the industry, and have accumulated a number of overseas customers. For example, Bei Hao Group, as a representative enterprise of domestic mask OEM/ODM, currently has seven large mask factories around the world (among which Foshan Sanshui Bei Hao Mask Cultural and Creative Industrial Park is under construction), and its overseas customers are distributed in dozens of countries and regions around the world, covering South Korea, Japan, Australia, France, Russia and other countries and regions.
Judging from the performance of Beibeier, a leading foundry enterprise, it has maintained rapid growth. In 2065.438+08, its revenue reached 65.438+097.2 million yuan, up 28.05% year-on-year, and its non-net profit was 26.5438+07.32% year-on-year. Fan Zhanhua, CEO of Northbell, once revealed that more than 40 cosmetic brands of Top 100 in the world have maintained cooperative relations with Northbell. Around the world, Northbell's mask products have been sold to more than 40 countries and regions.
Fan Zhanhua introduced to Qingyan that the first condition for building factories overseas is customers, followed by strong R&D, production strength and management ability. According to Fang Xiangming, general manager of R&D in Li Quan Group, capital, talent reserve and determination are indispensable for OEM enterprises to go to sea. Obviously, these head players in the domestic cosmetics OEM industry have already had the determination and strength to go abroad.
The internationalization of factories has become a trend.
In fact, in the matter of going to sea, the international foundry has taken the lead. As early as 2003, Intel set up a factory in China, and now it has developed into one of the largest cosmetics foundries in China. At present, there are three factories in Suzhou, which develop and produce cosmetics and skin care products, and Intel in Shanghai (Intel Shanghai subsidiary) focuses on the development and production of pen products. In 2004 and 2007, Korean Kosmet and Koma also entered China. At present, Kosmet has four factories in China, and Koma has built two factories in Beijing and Wuxi.
In turn, it is ▍: Intel Technology Old Factory and Intel Technology New Factory; Inteli cosmetics; Shanghai Yingte Le Fei
So, what does it mean for domestic OEMs to compete to go to sea when international OEMs are entering China and increasing investment and capacity?
"Foreign foundries set up factories in China mainly to meet customers in China market and China, while domestic foundries go to sea to meet foreign customers and win more overseas orders on the one hand, and to meet domestic customers' demand for imported products on the other", Fan Zhanhua bluntly said, "The internationalization of factories is bound to be the trend".
Fang Xiangming believes that the root of factory internationalization actually comes from consumers. "In order to meet the diverse needs of consumers, brands often have more different ideas, hoping to provide consumers with more different choices in terms of technology application, product characteristics and origin. In order to meet these at the same time, it is also a direction for domestic foundries to go to sea."
In fact, the word "going out to sea" has been mentioned many times in the cosmetics industry in recent years, and brands such as Ye Yi, Mary Daijia and Nature Hall are trying to go abroad and go global. With the gradual internationalization of China brand, China OEM enterprises have also embarked on the road of "internationalization".
Of course, each foundry has its own planning and positioning. At present, there are 3880 enterprises that have obtained cosmetics production licenses nationwide, and only a few of them plan to go to sea or have already gone to sea. However, Ban Yu 'an admits that it is necessary for foundry companies to be in line with international standards. "Cosmetic technology innovation must be internationalized and in line with international standards, so as to make the enterprise bigger and stronger".
Different perspectives