On November 16th, China Beauty Expo’s leadership team met with media in Hong Kong to share its new strategies for strengthening the beauty industry. Sang Jingmin, President of the China Beauty Expo (CBE) stressed that the beauty industry faces a growing need to upgrade itself to keep pace with consumer demands. CBE emerged as a leader among global beauty events. CBE has ranked among the top 100 global business exhibitions for the past four years and surpassed Cosmoprof as the largest beauty expo in the world.
Sang Jingmin underscored CBE’s role as an ecosystem for the cosmetics industry, and its unique opportunity join all segments in the industry’s value chain. He also emphasized the importance in building new strategies to address the needs of more sophisticated and diverse consumers. According to a recent report release by CBE and Meresun, young Chinese consumers have raised the bar in terms of product quality, variety, technology, innovation, and personalization. CBE also has bringing together a growing number international brands such as L’Oreal and Shiseido and suppliers like Intercos, Cosmax, BASF, and Kolma.
Building on Mr. Sang’s comments, CBE Secretary-general, Sang Ying, explained that the 23rd edition of CBE in 2018 will continue to increase its size and brand resources while it integrates upstream and downstream segments of the industry. This year’s exhibition will add more high-end, fashionable, and personalized brands. It will also provide an increasingly powerful platform to support niche brands entry into China.
Innovating to Grow the Industry
In a recent interview with CBE, Wang Yihua, Intercos Group’s Greater China General Manager, shared his view that the Chinese cosmetics industry’s biggest weakness is in product strength. That holds back its brands. Rising consumer demands are the key driver pushing the upgrade of China’s cosmetics industry that includes more than 4,000 licensed manufacturers.
Sang Ying, CBE’s Secretary-general, also used the Hong Kong press event as an opportunity to elaborate on CBE’s expanding role as an industry ecosystem. She noted that COSMETECH, one CBE’s themed exhibitions, has become the largest personal care technology show in the world. During CBE 2018 (May 22-24, 2018), COSMETECH will occupy six exhibition halls and a total of 75,000 sqm. COSMETECH will cover product categories that include OEM/ODM/OBM, raw materials, packaging materials, and machinery and equipment. More than 1,000 leading cosmetics suppliers from around the world will show-case their state-of-the-art technology solutions. Exhibitors will include Intercos, Cosmax, BASF, Kolmar, Weikele, Symrise AG, Keystone, Filabila, Albea, HCT Group, and Leidex.
More regional brands are recognizing the importance of raw materials and formulations for boosting brand and product strength. Earlier in 2017, Pechoin became a gold member of IFSCC – an honor that partially stems from its aggressive push to seek new raw materials, formulations, and patented technologies. More Asian buyers are also purchasing from Chinese suppliers. At the Hong Kong press conference, CBE unveiled its Hall N6 Innovative Technologies and Raw Materials – a new highlight for the CBE 2018 show. Hall N6 will focus on three major categories: raw materials and ingredients for personal care products, raw materials and ingredients for household care, and labs and product services. Hall N6 also will include a dedicated area for seminars and conferences. CBE will work with IFSCC, Sino-Japanese International Communication Association, Shanghai Chemical Trade Association, universities, and other international organizations to organize thought leadership seminars.
In addition to Hall N6, CBE 2018’s Hall N4 for Premium Packaging and Color Cosmetics will also bring top local and international packaging providers together to showcase their latest solutions for color cosmetics packaging, raw materials, and manufacturing processes.
“Go Global and Import” Strategy Brings Global Resources to China’s Industry Growth
CBE has build a strong track record of bringing global resources to China’s cosmetics industry. CBE 2017 exhibited more than 3,000 brands from over 34 countries and regions and attracted buyers and trade visitors from over 80 countries and regions.
During the Hong Kong media event’s question and answer session, Sang Ying pointed out that the “Go Global and Import” strategy is a long-term development initiative for CBE. It created opportunities for international brands to enter the Chinese market and Chinese businesses to expand globally. “At present, CBE is proactively promoting Chinese cosmetics brands around the world. Asia countries will be major targets for the next three years. For the upcoming 23rd edition of CBE, we will organize groups of professional buyers from across Asia.”
As part of the “Go Global and Import” strategy, Sang Ying has led a team on this year’s CBE World Tour. Since September, the CBE team has visited countries and regions, including Italy, Taiwan, Thailand, Malaysia, and Japan. At each stop, CBE has provided local industry peers with the latest insights on the China market and consumer trends. CBE also has included companies with deep China operating experience, like Polystar, Mistine, and Aromatic Enterprises, to share there experiences with tour presentation attendees.
In addition, CBE’s World Tour has also engaged influential regional organizations such as ASEAN Cosmetics Association, Thai Cosmetics Association, and Malaysia Cosmetics Association, and invite major buyers from their respective markets to CBE 2018. To better serve international exhibitors, CBE has launched the Asian Buyers Program. CBE has appointed “CBE Ambassadors” to introduce influential international buyers and expand communication between international brands and agents and between manufacturers and brand owners.
CBE capped the Hong Kong press event by hosting a dinner for the media and cosmetics association representatives from France, Germany, Italy, Greece, Spain, Japan, South Korea, Singapore, Malaysia, Indonesia, Thailand, Israel, Hong Kong, and Taiwan. CBE President, Sang Jingmin, announced that CBE 2019 would include 17 large exhibition halls and more than 50 smaller halls to host more than 10,000 brands from more than 40 countries and regions.