Beauty is the eternal theme of mankind. Nowadays, with the improvement of people's living standards, the "Yan value economy" is heating up rapidly. For beauty lovers, the word hyaluronic acid must be familiar, because such ingredients can be found in many skin care products. But what you may not know is that Freda Bio is the first enterprise to add hyaluronic acid to cosmetics. For every 10 hyaluronic acid product sold in the world, 7 raw materials come from Shandong.
In this issue, I found that Gazelle walked into Freda Bio-Co., Ltd. and had an in-depth exchange with General Manager Gao Chunming. I heard how this old man who has been deeply involved in the market 14 years has been deeply involved in the hyaluronic acid industry and embarked on a new journey.
Science and technology first
Interpreting "the Beauty of China" with Pharmaceutical Standards
"If an enterprise wants to develop for a long time, including making a good brand, technology must be the first." Gao Chunming told Qilu Evening News reporter that as the pioneer and leader of hyaluronic acid "stock solution" skin care products, technological research and development advantages have always been the "magic weapon" for Freda Bio.
Let's go back to 38 years ago. 65438-0983 Ling, the "father of hyaluronic acid in China" from Shandong Province, took the lead in inventing the method of extracting hyaluronic acid by biological fermentation technology, which broke the monopoly of western countries on high-purity hyaluronic acid in one fell swoop and made hyaluronic acid realize industrial mass production. You know, hyaluronic acid was first extracted from Celosia cristata, which is used as a viscoelastic agent in ophthalmic surgery and can also be used to treat bone and joint diseases. But at that time, hyaluronic acid was difficult to be widely used because it could not be mass-produced.
This core technology has established Freda's unshakable position in the hyaluronic acid skin care industry in China. In 2003, Freda Bio launched the first skin care product with hyaluronic acid as the core, which officially initiated the hyaluronic acid skin care in China.
(Gao Chunming, General Manager of Freda Biological Co., Ltd.)
When recalling the company's development with reporters, Gao Chunming also constantly emphasized the importance of R&D and talents. Gao Chunming said that at the moment when high quality has become the core driving force of beauty consumption, scientific research strength is not only the foundation of cosmetics enterprises, but also the core competitiveness of enterprises. At present, Freda has three national platforms and 12 provincial scientific research and technology platforms. In terms of personnel training, we will cooperate flexibly with Chinese Academy of Sciences, Shanghai Universities of Applied Sciences, Jiangnan University, Shanghai Fudan University, Shandong University, Bosi Biology and other universities and R&D institutions to further enhance R&D and technical capabilities.
In addition to technological advantages, Freda Bio also has high standards for its own products. From May 65438 to May 65438, 2002/KLOC-0, with the implementation of the new cosmetics regulations, new requirements were put forward for the efficacy, safety and application of cosmetics. As we all know, Freda started from a pharmaceutical company. Even if he cuts into the cosmetics track, the "drug god" is still a gene engraved in his bones. As a state-owned enterprise, Freda Bio has been making cosmetics according to pharmaceutical standards. Gao Chunming told reporters that he thinks cosmetics are homologous. "Cosmetics are for the skin. As far as the human body structure is concerned, the skin is the largest epidermal organ. Its principle is the same as medicine. Therefore, we have been using medical concepts to guide the formulation of our cosmetics. " Take Shan Yan, a high-end brand owned by Freda as an example. According to the data, every product in Shan Yan comes from the top medical-grade beauty industry base in China, covering an area of 100 mu, and can meet GMP (Good Manufacturing Practices) certification standards for purification production.
Nowadays, with the rise of the "national wind" trend, domestic brands are increasingly recognized by consumers. Gao Chunming told reporters that since the establishment of 1998, Freda Bio has experienced a long exploration of beauty and art, and has been discovering and guarding the unique beauty of China through science and technology. Today's younger generation has no sense of cultural inferiority and can show themselves more confidently. This confidence in their bones makes them more willing to present "the beauty of China" and support national brands. At present, around the "beauty of China" and hyaluronic acid industry, Freda Bio has built a powerful matrix of various products suitable for different age groups and different people.
(Elaine and Bao Rongzhai make up together)
Diversified marketing
Business and art are not simply cross-border
Nowadays, "the fragrance of wine is not afraid of the depth of the alley", and brand marketing has become one of the important means to connect products with consumers. For the cosmetics industry, brand effect is more important. Gao Chunming has different views on the current overwhelming cross-border marketing. In his view, business and art have never been binary opposites, but are accompanied by each other. This is not a simple so-called cross-border cooperation. "This is not a combination. This is art and art itself. In our way, we will shape a new era, discover different beauty and find the beautiful essence of connection. "
After witnessing the changes in the cosmetics market for more than ten years, Gao Chunming said that after witnessing the changes in many brands and channels, he deeply realized the importance of gaining insight into consumer demand and keeping abreast of the times. The reporter learned that with "hyaluronic acid" as the origin and expanding outward, Freda Bio is growing into an enterprise with diversified brand matrix. At present, we have a brand pyramid consisting of Elaine, a brand specializing in hyaluronic acid skin care, Shan Yan, a high-end customized brand, a doctor specializing in microecological skin care, and UMT, a brand specializing in skin makeup. Continue to penetrate in various market segments, build a "moat", and drive the company's performance to run against the trend. The reporter learned that its brand Dr. Yael completed the growth from zero to 100 million in one year. From 2065438+July 2009, in just one year, Dr. Ai became a "star" in domestic cutting-edge products.
"For business, I personally think we must do it in a down-to-earth manner. An enterprise is more likely to make its enterprise value and social value bigger through various combinations. This is the core, so we must deeply cultivate our target population. " Gao Chunming told reporters. With the help of cultural orientation, functional attributes and emotional orientation, artists are invited to speak for the products, and at the same time, many works of art are brought to consumers' lives through the products, which brings consumers a lot of spiritual enjoyment. In the future, Freda Bio will continue to cooperate with artists, Rong Baozhai and other international IP. Young people who have reached the Z generation deeply take IP as a "hook" and find ways to communicate and link with them through art and traditional culture, which directly hits their hearts. Let young people gain the enjoyment and edification of beauty, but also use good skin care products to enhance their external image, thereby enhancing their self-confidence, believing in their own beauty, inspiring beauty from the outside to the inside, spreading beauty from the inside to the outside, and realizing the beauty of harmony inside and outside.
Gao Chunming also has unique views on marketing tactics. "I think marketing is a comprehensive thing. First of all, what is your value proposition? In addition, who to sell and how to sell it are very important. If you want to achieve long-term success, it is not enough to find only one outlet, because this outlet may not exist for a long time, and eventually you need to have a pair of wings. "
From the rise of Shangchao channel to the rise of CS channel, and then to the prevalence of e-commerce Taobao and Tmall era, under the influence of the Internet, the cosmetics industry began to develop in an all-round way through multiple channels. At present, Freda Bio is an online business-oriented company, but with the integration of online and offline, Freda Bio has also begun to make efforts to physical channels. In addition, the company has also accelerated the interoperability of offline and online business models and promoted the overall layout of new retail; Bet on DTC mode, establish the company's private domain traffic, form a user community, and build a "user-centered" enterprise core competitiveness.
Full of ambition
Whole Chain Development and Luzhuang Revitalization
The Cosmetics Supervision and Management Office of Shandong Drug Administration once said that a large number of excellent manufacturers and product brands have emerged in Shandong Province, and "Lu Cosmetics" is becoming a beautiful business card in the industry. As a head beauty enterprise in Shandong, Freda Bio's "ambition" is not only to create a single explosive product, but also to form a complete industrial chain, build a hyaluronic acid industrial cluster, and fulfill its social responsibility of revitalizing "Luzhuang".
"Raw hyaluronic acid is just one of the raw materials for cosmetics. There are more than 8,000 kinds of cosmetics allowed in China and more than 20,000 kinds abroad, so it is at most one in eight thousand or one in ten thousand. It is impossible for any industry to win much by relying on one raw material. " Gao Chunming told reporters that at the beginning of this year, Freda Bio signed a cooperation with Iparhan brand in Xinjiang, and began to explore the lavender essential oil market and lay out new products of hyaluronic acid+essential oil.
Today, Freda Bio has started the layout of the whole industrial chain, and a "four new" health care industrial park is under construction. It is understood that the "Four New" Healthy Pension Industrial Park project is based on Freda Industrial Park (Class C Industrial Park (industrial tourism town)) and aims to build the largest healthy pension industrial park in Jiangbei that integrates intelligent production, sightseeing, cultural experience, beauty and health, popular science education and interactive entertainment. Supported by new technologies, new industries, new formats and new models, the "Four New" Industrial Park will become the brand incubation base of Shandong health care products, the industrial cluster center of Shandong health care products, the cultural experience center of Shandong health care products and the fashion beauty Expo center of Shandong.
In Gao Chunming's view, Freda Health Industrial Park has four innovations: the first concept is "new", which is an industrial industrial park integrating industrial tourism, enterprise intelligent production, cooperative brand incubation and online celebrity live broadcast. The second technology is "new". In the design, many acousto-optic methods will be adopted, and new technologies and processes of the production line will be introduced. The third mode of cooperation is "new". In the future, in addition to the Group's own work, it is necessary to gather high-quality supplier resources and downstream dealer resources for cooperation, and more MCN institutions and companies are also welcome to cooperate. The fourth "new" is the application of industrial Internet. He said: "We have adopted a variety of industrial Internet applications in the construction of industrial parks, especially in the quality management at the production end, hoping to build a smart factory by building a personal care industrial park."
In an interview, Gao Chunming once said in "Beating the Floor": "Under the new development pattern of domestic big cycle as the main body and domestic and international double cycles promoting each other, the development of domestic products will usher in opportunities. Under the established brand strategy and positioning, Freda Bio will play the "stupid" road of "diligence, hard work, persistence and rejuvenation of land makeup". "