"This era really don't need to change? Now even the operating system is changing, and the industry is far from fully competitive. I believe that Jobs invented a new era of mobile phones, and many new things will appear. "
As Lei Jun, CEO of Xiaomi, said, with the dream of "let everyone in the world enjoy the beautiful life brought by technology", Xiaomi has made steady progress, and with a little strength and luck, it has successfully sat in the "second place in the world" in the mobile phone market.
After more than ten years of hard running, Xiaomi finally finished this "counterattack" road on his mobile phone.
However, Lei Jun, who unloaded the stock software and finally held his head high, did not become a "happy idle man" who chopped firewood and fed horses and traveled around the world.
When the mobile phone can no longer hold the happy "technological dream", Lei Jun invested in four beauty instrument companies in one breath.
The investment community has learned that on July 19 this year, inFace, a beauty brand whose main business is to provide users with household beauty instruments and home beauty care solutions such as cleaning and anti-aging, announced that it has won tens of millions of yuan of Pre-A financing led by Xiaomi Group and Shunwei Capital.
In this regard, inFace founder and CEO Xiaoyin said that the financing representative inFace officially joined the Xiaomi ecological chain, and the funds will be used for new product research and development, brand promotion and overseas growth.
In fact, the relationship between Xiaomi Group and inFace has long existed. Due to a coincidence of 20 17, Xiaoyin, the founder of inFace, had an in-depth dialogue with Xiao, the former designer of Xiaomi. Subsequently, an oval-shaped beauty cleanser boarded the Xiaomi crowdfunding platform.
What is even less well known is that with the popularity of several beauty products, Xiaomi extended his foothold to the beauty instrument market with a try attitude, and then launched a series of attacks.
From 20 17 to 2020, Xiaomi has invested in AMIRO, which sells smart cosmetic mirrors, Ke Simei, who develops hair growth caps, and Oxyfen, which is a face washer.
It is worth mentioning that so far, in the ecological chain formed by Xiaomi's assault on all walks of life, the layout of beauty instruments has covered many categories such as cleansing, anti-aging, firming, acne removing, skin cleaning and hair removal.
However, on this track about beauty instruments, Lei Jun, who keeps going, is not alone.
(Source: National Business Daily)
According to relevant statistics, since 20 16, the annual registration growth rate of household beauty equipment enterprises has remained above 25%. As of June 30, there were more than 9,700 enterprises in China with the words "household" and "beauty equipment" in their names or business scope.
It is not difficult to see that with the arrival of hundreds of millions of beauty market, the enthusiasm of consumers is still high, and more and more "latecomers" are constantly launching this "arms race" about beauty. One of the most striking is Tencent.
According to Tianyancha, recently, AMIRO brand affiliated company Jiangzong Technology has undergone industrial and commercial changes, and the new shareholder is Guangxi Tencent Venture Capital Co., Ltd., a subsidiary of Tencent Industrial Fund. Cutting into the beauty instrument means that Tencent has returned to the track of medical beauty.
There is no doubt that a small beauty appliance is disrupting the business circles of the giants.
Once upon a time, when it comes to Tencent, Lei Jun feels envious: Tencent has achieved a generation of hegemons, and Ma has become the hegemon of this era. But heroes also have curtain calls, which also creates opportunities for us to start a business.
As the saying goes, at the end of borderless expansion, the strong will eventually meet. Just like maybe he didn't think that one day, on a new track, he would meet Tencent in a narrow way.
A new capital game in the tens of billions market.
The world is bustling, all for profit; The world is bustling for profit.
Behind the battle for capital is naturally an insight into the rapid growth potential of the blue ocean market.
As Jiang Wen, managing director of Xiaomi Strategic Investment Department, said: "In the next three to five years, the family beauty care industry will run out of the head brand."
(Source: Tmall, China Merchants Industry Research Institute)
According to relevant data, in 2020, the domestic household beauty instrument market will be about 6-8 billion yuan, with a compound annual growth rate of 30%. By 20021,the market size of household beauty instruments in China will be close to 10 billion yuan, and will exceed 20 billion yuan by 2026.
Contrary to the rising scale trend, the penetration rate of household electronic beauty instruments in China will be less than 4% in 2020, which means that there is still huge room for development in the future.
In addition, according to the report, nearly 60% of young female urban consumers said that they had used at least one household beauty instrument. At the same time, 93% of Generation Z will buy all kinds of cinema medical beauty products, and 30% of Generation Z will choose to buy beauty instruments.
Everyone has a love for beauty, but compared with medical beauty that requires multiple nursing, smart portable beauty appliances that can be operated at home are being sought after by more and more consumers.
Moreover, with the popularity of personalized skin care concept in the "Z era", "please others" has been divided into men and women. Before the rise of "her economy" and after the birth of "other forces", the era code of "getting rich by beauty" is being written.
However, from Yaman, Refa to Panasonic, most of the current beauty instrument market is occupied by foreign brands, and domestic products are slightly weak. At the same time, doubts about the lack of standards of beauty instruments and the mixed products are also rising.
According to reports, CCTV and Shenzhen Consumer Council have taken a total of 10 beauty instruments from the e-commerce platform for testing, and 6 of them were found to have exceeded the nickel release.
Coincidentally, on consumer rights protection platforms such as black cat complaints, consumers complain about the leakage of beauty instruments, excessive chemical components, facial allergies caused by use, and no test reports on products. Under the chaos of the industry, some people even made a sound: beauty equipment is an IQ tax!
In this regard, some insiders believe that beauty instruments have entered the domestic market for less than eight years, between medical devices and small household appliances, and many technologies have not yet formed strict norms and industry standards.
"Today's home beauty instrument market is quite early in the development of smart phone market. High-end brands and shanzhai compete for market cakes together. But the biggest difference between home beauty instrument and smart phone industry is that it needs more technology precipitation based on medical clinical trials, and the threshold is higher. "
As Ruth said, under the rapid "warming up" of the market, it is necessary to realize a safer and smarter product "black technology" to escort it.
Undoubtedly, this is also the customs clearance password for this capital game.
E-commerce is using the power of hosts to shake the boundaries of the industry.
Perhaps many people have heard of the "catfish effect": in order to improve the survival rate of sardines, a natural enemy "catfish" can be released. Under the crisis, sardines are alive and kicking.
From this point of view, e-commerce is like that alarming "catfish", because under the wave of digital economy, it is shaking the boundaries of all walks of life with an irresistible trend.
"The dividing line between the digital economy and the real economy will become increasingly blurred and will eventually disappear."
As Ma said, there was a fresh retail war before, followed by community group buying and low-cost hand-to-hand combat, and a "taxi war" that was quickly restarted.
After several breakthroughs, from vegetable markets, clothing stores, jewelry stores to beauty salons, those life scenes that were vivid in people's memories are constantly being defined and reconstructed.
Perhaps for entrepreneurs in this era, it is more important to split their core advantages and take the initiative to tear down the wall of thinking than to follow the wind.
Just like under the tide of the Internet, Xiaomi chose to be a pioneer, from smart phones and rice cookers to refrigerators and washing machines, and then aimed at beauty instruments. In those years when the vines of "artificial intelligence technology" flew against the wind, every small leap was very difficult.
As far as the beauty instrument track is concerned, compared with other countries, the domestic market is still in its infancy. Under the huge consumption potential of low penetration and strong purchasing power, innovation and opportunities are bound to increase day by day.
Meet the brave in the narrow road and win. This time, the capital turned the "butcher knife" to the beauty industry. But today's explosion is just the beginning. It remains to be seen who will stand out in the future under the escalating killing.
Author: Feng Qing