China Beauty Expo Leader’s Forum Gives Cosmetics Industry a Boost

Adding New Meaning to Businesses, Consumers, and the Industry

On March 30^th, the China Beauty China (Shanghai) Leader’s Forum brought together more than 800 cosmetics industry executives at the Jumeirah Himalaya Hotel in Shanghai. The forum filled the house with representatives from brands across the cosmetics supply chain, China’s top 100 retailers, and leading industry experts.

How Do We Create New Meaning?

Mr. Wang Benhe, Vice President, of CCPIT-CLIS, said that China Beauty Expo (CBE) has become the biggest beauty event in Asia and one of the top three beauty expos in the world. He raised a question on how it take its role in the beauty industry to the next level, particularly how it can continue to empower Chinese cosmetics brands and push the Chinese cosmetics industry into the forefront of the world market.

Sang Jingmin, President of China Beauty Expo, saw 2018 as a milestone year for the Chinese cosmetics industry, “2018 will be a boom year for technology develop, a year of innovation in retail, and a year when Chinese cosmetics brands go international….With all of this underway, there is a lot to accomplish this year. In such a time, we need to create new meaning for companies, consumers, and the industry.”

Linking Resources to Create New Things

According to Ms. Sang Ying, Executive Vice President and Secretary-General of China Beauty Expo, China Beauty Expo 2018 with a total exhibition area of 260,000 sqm, 13,000 standard booths, and 3,500 exhibitors, has set new records in scale. 2018 will also mark five major changes in the show.

First, CBE has updated its three themed exhibitions: its Beauty Expo, Cosmetech, and Professional Beauty. Second, CBE has take its exhibition tour across China and to major international cities. Third, CBE launched its Global Buyers’ Team program. Fourth, CBE launched its Media Beehive Program to boost its online marketing. Fifth, through its awards and industry rankings like the Meiyi Awards, Cosmetech C50, and list of top brands, CBE is driving the development of the China cosmetics industry. Meanwhile, Sang Ying said that CBE will continue to pursue its mission to drive sharing, innovation, and self-improvement based on technology and fashion.

Dr. Liu Yuliang, CEO of JALA Group, believes that only by connecting resources can companies grow and create world-leading cosmetic brands. He encouraged fellow cosmetics companies to embrace international resources while maintaining a foothold in China. He also emphasized the need to improve management skills, increased collaboration, and pursue social responsibility.

The Attitude to Create New Fashion

During the past two years, many brands have scrambled to capture Chinese increasingly affluent consumers. Ms. Qu He, General Manager of the Glamourflage Business Unit of Ousia (Guangzhou) Industrial Co. Ltd, said that the prerequisites for a strong brand remain a strong organization, unique brand attributes, an appealing product range, global presence, cross-industry marketing to stimulate consumer interest. “Only when products are adequately tempting can a create, consumer-centric brand be born.”

What makes a product appealing? Dr. Guo Xiangying, President of Lee Shin Bio-Tech Cosmetics (Shanghai) Co. Ltd of the Thai Ho Group covered a range of topics including cosmetics, pharmaceuticals, technological innovation, and resource integration. She shared information about her groups latest technology developments and the opportunities for customer-centered products based on the Internet of Things, AI, smart technology, and VR/AR in the cosmetics industry.

While Dr. Guo identified the elements at the core of customer-centered product, Ms. Han Jing, a partner in Pinyuan Wenhua, explained how to use powerful personalities and brand assets to lead new trends in cosmetics. According to her, authoritative representatives and brand assets appeal to consumers and can differentiate a brand, enhance a brands reputation, and create word-of-mouth communication channels.

Mr. Wang Deyou, Chairman of the Board of EasyCare Group, also emphasized the importance of product rather than form. He believes that new retailers should focus on consumer needs and experiences while providing customers with the best possible products and services through technological innovation, customization, and supply chain improvements.

Ms. Dan Lala, General Manager of Tengxiang Plastic Industrial and CEO of Aurora, said that fashionable packaging can raise the positioning of a product and that innovation is likely to impress and appeal to consumers.

Antoine Gueret, Product Designer at Centdegres China, echoed the same point in his presentation, Multiple Facets of New Cosmetics.

Develop Technologies to Create New Business Opportunities

Beyond fashion, another important key to success is technology. Mr. Tang Zuochun, General Manager of the IT Business Unit of Chasings, outlined a blueprint for smart factories using Chasing CX-ER intelligent solutions.

Ms. Huang Siqiao, Deputy General Manager of Guangdong Qiaoyi Plastics Co. Ltd, shared her insights on how the new generation of manufacturers can innovate based on the 4P principle: place, product, people, and promotion.