Hyaluronic acid bibcock, Bloomage Biotech and Freda

 

In recent years, the upsurge of "hyaluronic acid skin care products and medical beauty" has pushed the industry leading enterprises Bloomage Biotech and Freda to consumers.

As a world-renowned bioactive material company, hyaluronic acid and other bioactive materials produced by Bloomage Biotech are well known in the industry. Some insiders have revealed that many large-scale enterprises such as Estee Lauder, Oreal, Unilever, and Coca Cola are all used hyaluronic acid raw materials produced by Bloomage Biotech.

 

In the industrialization level, the fermentation yield of Bloomage Biotech acid reached 12-14g / L, which was far higher than the industry optimal level of 6-7g / L reported in the literature, and was in the leading level in the world. The main quality parameters of its pharmaceutical grade products, such as nucleic acid, endotoxin and other impurities, are 1 / 50 and 1 / 20 of the values specified in the European Pharmacopoeia international standard respectively, and the product quality is far beyond the international standard.

 

Bloomage Biotech began to enter the terminal market in 2016, and in 2018, it began to adjust its business strategy, on the basis of maintaining the advantages of raw material business, it began to pay attention to the terminal product business. In addition to the comprehensive layout and implementation of multi brand strategy, it also focused on promoting online channels. It has formed a functional skin care brand matrix composed of Biohyalux, Aqualuna, QuadHA, MedRepair and other skin care brands.

In 2018, Bloomage Biotech's production of hyaluronic acid has reached nearly 200 tons, and its raw materials have been sold to SK-II, L'Oreal, Estee Lauder and other international first-line brands in more than 40 countries and regions, such as the United States, European Union countries, South Korea and Japan. In 2018, the total sales volume of hyaluronic acid raw materials in China accounted for 86% of the global total sales volume, while Bloomage Biotech accounted for 36%, which means that more than one third of the hyaluronic acid products in the world are related to Bloomage Biotech. China is the largest producer and distributor of hyaluronic acid.

 

In the process of localization of hyaluronic acid, Freda is an unavoidable existence. As a large production base of ophthalmic drugs in China, Freda has focused on the research and development of hyaluronic acid for 37 years, and has a number of patented hyaluronic acid ingredients. It is the undisputed leader of China's hyaluronic acid industry. Freda is not only the world's leading R & D, production and application base of hyaluronic acid, but also the exclusive supplier of hyaluronic acid raw materials for many international first-line cosmetics enterprises.

 

As a leading enterprise of hyaluronic acid in China and a pioneer and leader of hyaluronic acid "stoste" skin care products, Freda beauty has been specializing in hyaluronic acid products for more than 30 years. Now it has created a product matrix with high cost performance, firmly occupying the market of mid-range skin care products.

 

Freda's skin care brand "Rellet", which specializes in hyaluronic acid skin care, has won the top two positions of the most favored China cosmetics brand by virtue of its deep strength and excellent reputation; Dr.Alva, who focuses on skin microecology and scientific skin care, takes two "sales first" achievements in probiotics mask and water milk market. Freda's another skin care brand, Shreda moisturizing mask, made 30 million sales of single product, and made remarkable achievements in 618 in 2020.

 

Driven by the "2030 healthy China" series of national strategies, health consumption is further upgraded, and functional foods with efficacy and nutrition are favored by more and more people. In particular, on January 7, 2021, China Health Commission officially approved sodium hyaluronate as a new food raw material, which means that China will enter the era of localization of hyaluronic acid food, and sodium hyaluronate will become an important oral beauty raw material alongside collagen, which will undoubtedly inject a new force into China's functional food industry.

 

In this new opportunity, Bloomage Biotech has launched hyaluronic acid snacks "Healing", including chewable tablets, soft candy, American ginseng drink, bird's nest drink and potato chips, as well as hyaluronic acid drinking water brand "Shuijiquan", while Freda has launched a number of hyaluronic acid sodium drinks. The status of Bloomage Biotech and freda in China's hyaluronic acid industry is equivalent to that of Yili and Mengniu in China's dairy industry.

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How New Zealand skin care brand——Geoskincare became so popular in China?

 

The brand of geoskincare belongs to nzskincare Company Ltd, a New Zealand based company established in 2000. It is committed to providing safe and efficient skin care products for the public and beauty loving women, maintaining the ideal state of skin and solving the needs of skin care.

In 2014, geoskincare officially landed in China. At the beginning, geoskincare mainly developed offline, and has been in a low-key state. In the second half of 2019, geoskincare's Shuining Qingrun isolation cream is popular all over the network, becoming a large single product with monthly sales exceeding 500000. Until 2020, geoskincare 's isolation cream has a stable monthly sales of more than 500000 in Tmall and Taobao, and is the sales champion of similar products for two consecutive times.

Marketing has always been an important part of the beauty brand, and now the rise of many new brands has a close relationship with Xiaohongshu, Douyin, Taobao, and other platforms.

Geoskincare also captured the dividend. In the initial marketing, they have been looking for traffic gathering place, and put the effect in the first place, which also delimited the initial moat for them.

In 2018, Xiaohongshu recruited a large number of stars to join in. Geoskincare seized the opportunity to quickly cooperate with a number of stars and net influencers to recommend the products, repeatedly strengthening users' understanding of geoskincare and attracting them to buy and share.

When the industry still has a wait-and-see attitude towards live commerce, geoskincare has entered the market. The accurate capture of new channels makes it the "first eating crab" brand. The first station of geoskincare live streaming chose to cooperate with Weiya, the head anchor of Taobao live, which also laid the foundation for geoskincare live commerce to choose the head anchor of the platform.

In addition, geoskincare clips the live video of Viya promoting its products to a short video, and this short video appears frequently in Douyin; bloggers also test their products densely, and put videos on Douyin. The direct effect of this "overwhelming" promotion video is to make people feel that the brand is "popular " and stimulate the purchase desire of new users.

Nowadays, with the information of skin care industry becoming more and more transparent, more and more consumers begin to pay attention to brand endorsement, product composition, and consumption tends to be rational. Therefore, it is easy to understand why the current media platform has become an important marketing battlefield.

It is worthwhile to draw lessons from geoskincare, which only focuses on promoting several products such as "Water Mask", "Makeup Base" and "Cleansing Mask". In fact, the brand currently has about 50 products. In recent years, more and more beauty brands have achieved explosive growth through similar strategies. On the one hand, with a single category or several single products as a breakthrough, online channels can quickly establish word-of-mouth and brand awareness, with low trial and error costs and relatively controllable risks. On the other hand, it is also a more feasible development path when large beauty groups occupy a strong market share.