It is said that product innovation is to create surprises for consumers.

Source | PolyMirae

Author | Si Min

Consumers:? It's 2020, why does anyone still think sculpted lipstick is a new thing?

After all, it's been more than a year since the "Flower Xizi Flower Hidden Star Dome Micro-sculpture Lipstick" became a hit on major social media platforms and beauty bloggers' live videos.

This carving lipstick listed in April 2019, once launched on the monthly sales of ten million, perennial entrenched makeup sales TOP list, can be said to be a lipstick fire the entire brand and even makeup carving process of the classic case.

As the first case of domestic three-dimensional texture lipstick precedent, the product replicates the ancient Chinese carving technology, the flowers carved in the lipstick, in most of the national style makeup are in the packaging and name of the effort, it will cream melted into the Chinese elements, opened up a new means of national style.

Then Huaxizi in the beginning of this year, followed by the launch of the "Huaxizi birds towards the phoenix embossed makeup tray", once again with exquisite carving process to consolidate their "Oriental makeup" brand positioning.

So, in the next half of the year, we saw or exactly the same, or a style of its own school of a variety of sculpted lipstick, sculpted blush, sculpted eyeshadow ......

The afterglow continues even into the mid-2020s with brands "re-betting" on the core selling points of their new products, even if it's no longer a surprise to consumers.

Above all this, without looking at the packaging you can distinguish who is who?

In this regard, the "victim" of the flower Xizi brand responsible person said in an interview with Poly Beautiful: "The carving must be Chinese style, and the carving should be fine enough. We call the flower Xizi, so all with the flower-related technology, these are the existence of our brand soul."

The same new makeup brand Suzie Su responsible person also said in an interview with Gathering Beauty, carving the dragon and painting the phoenix this has to have the brand gene attribute , not anyone can copy, and consumers have been over the point of freshness.

This does not take into account their own brand positioning and style, and simply do not use their brains and follow the trend of "copying homework" behavior , indeed will only make the brand in the minds of consumers in the image of a more confusing unclear, can not form a deep and clear recognition and

Of course, I'm sure these brand builders know better than anyone else, but why would they want to do something they don't?

Although there is no lack of short-term interest in the hot pursuit of , but the root of the problem, perhaps these brands have not yet had the ability to innovate on their own reason.

As the founder of Nine Distinctions Beauty said in an interview with Gathering Beauty, "Domestic makeup talent and basic aesthetic education are very lacking, and will only follow the gourd to draw a dipper, to say the fundamental point is to dominate the design of the product positioning of the person, the vision and pattern of the two or three streams. The level. The person in charge or the leader is still stuck in the path of imitation of mature and successful products, not confident or self-sustaining in innovation and creativity. R & D and design is the need to be ahead of the layout of the domestic, I'm afraid that the courage to do the brand, Mary Degree, Hua Xi Zi, perfect diary can be ranked in the top three. They are at least in the consciousness, subjective is dynamic."

In addition, a veteran national makeup brand responsible person also believes that the domestic makeup do not dare to easily do high-end or innovation, because "do not dare to try, do not dare to invest, afraid of failure, afraid of losing more than they gained" . Combing through can be seen, whether it is the perfect diary or Mary Degas and other domestic makeup brands, the investment in research and development and marketing are huge. The brand is eager to rapidly expand to occupy the market, most of the choice of multi-channel marketing, from the small red book to microblogging to weibo public number, a wave of "grass" behind the burning of the yuan. The consequence of this operation is that the sales volume is so huge that people are red, the gross profit is so weak that people are cold, and there is no profit on the more No funds to invest in research and development, the formation of a vicious circle.

Indeed, innovation has always been a brand development process that is difficult and important ability, when an idea is sold, recognized by consumers, related to followers flocked to, " this time to fight, is the persistence of the user , the user's persistence , the user's persistence , the user's persistence , the user's persistence , the user's persistence . , in the innovation of this road persistence ", the person in charge of the flower Xizi frankly said.