Izimonyo zesisekelo saseShayina zingene enkathini yegolide!

Ngokusho kwesibikezelo se-China Business Industry Research Institute, ubukhulu bemakethe besisekelo (isisekelo esiwuketshezi,impuphu ekhululekile, njll.) ezweni lami kuzoba cishe ama-yuan ayizigidigidi ezingama-40 ngo-2022. Ngokusho kwedatha evela kwi-Beauty Industry Research Institute, kusukela ngo-Okthoba 2021,izimonyo zobusoibalelwa cishe ku-36.7% wesabelo semakethe sesigaba sezimonyo zombala.

Kodwa-ke, isikhathi eside, kuthrekhi yezimonyo lapho abathengi bezimisele kakhulu ukusebenzisa imali, imikhiqizo yakwamanye amazwe efana ne-Armani, i-Estee Lauder kanye ne-YSL inenzuzo ecacile maqondana nomlando womkhiqizo kanye nokuqwashisa abathengi. Kodwa-ke, lesi sithiyo asikwazi ukugqashulwa. Namuhla, imikhiqizo yobuhle yasekhaya ifinyelela kuthrekhi yezimonyo eyisisekelo, ibuyela emqondweni wemikhiqizo, futhi iqinisa njalo amandla obuchwepheshe kanye nocwaningo kanye nokuthuthukiswa kwemikhiqizo yezimonyo eyisisekelo, ngenhloso yokukhuthaza izimonyo zasekhaya ngokusebenza kahle kanye nekhwalithi, ezingeni eliphezulu lentuthuko.

Kulo nyaka, umncintiswano kuthrekhi yezimonyo yasekhaya usuqine kakhulu, kanti imikhiqizo efana ne-Perfect Diary, i-UNNY CLUB, kanye ne-Mistine nayo itshale imali eningi ekudalweni kwezigaba zezimonyo eziyisisekelo.

01

Imikhiqizo: ukutshalwa kwezimali okwengeziwe kwe-R&D, amaphuzu okuthengisa agxile kakhulu

Kusukela ngonyaka odlule, i-Yixian e-commerce, ephumelele ukudala ama-palette e-animal eyeshadow kanye ne-lipsticks, ikhulise ukutshalwa kwezimali ocwaningweni lwe-base makeup kanye nentuthuko. UHuang Jinfeng, usihlalo kanye ne-CEO ye-Yixian E-commerce, wake wathi, “Izindlela zemikhiqizo yemibala ziyafana. Uma ushintsha imibala yesizini kuphela, usadinga ukugcina imvamisa entsha ephezulu, kodwa ijubane lokuphindaphinda kwemikhiqizo ye-base makeup lizoncipha.”

“Izinga lokuthengwa kabusha kwemikhiqizo yezimonyo eziyisisekelo lingcono kunelemikhiqizo enemibala, kanti imikhiqizo yokunakekela isikhumba ingcono kunemikhiqizo yezimonyo eziyisisekelo.” Lesi yisinqumo sikaHuang Jinfeng, futhi kungukuqonda okujwayelekile kwemboni ngezimfanelo ze-izimonyo eziyisisekelo. Kusekelwe kulo mbono wokuthi ngaphansi kwesimo semakethe lapho ithrafikhi ibiza khona futhi ukusebenza kahle kokumaketha ku-inthanethi kwehla, isigaba sezimonyo eziyisisekelo sithole ukunakwa kwezinkampani eziningi zezimonyo futhi sesibe yindawo ebalulekile yokuguqulwa komkhiqizo. I-UNNY CLUB, umkhiqizo wezimonyo eziyisisekelo, ikhetha futhi ukukhulisa ithrekhi yezimonyo eziyisisekelo.

Izimonyo ezihlala isikhathi eside, ukulawulwa kwamafutha kanye nokuthambisa, ukuvimbela ukubola, ukuvimbela ukufiphala… Ngokungafani nezimonyo zombala ngomqondo ojwayelekile, imikhiqizo yezimonyo eziyisisekelo ingaxoxa izindaba eziningi enqubweni yocwaningo kanye nentuthuko. Ocwaningweni nasekuthuthukisweni kwemikhiqizo yezimonyo eziyisisekelo, umkhuba wezinkampani zezimonyo ogxile ezindaweni ezibuhlungu zokufunwa, ukuguqula imiphumela yocwaningo kanye nentuthuko ibe yizindawo zokuthengisa umkhiqizo, kanye nokuxhumanisa uhlelo locwaningo kanye nentuthuko nenani lomkhiqizo kuvelele kakhulu.

Isibonelo, ekuthuthukisweni kwe-UNNYisisekelo sezimonyo esihlala isikhathi eside, ithimba locwaningo nentuthuko elizimele le-UNNY ligxile ezinkingeni zabathengi ababengenaso isisekelo sezimonyo zesikhumba esinamafutha. Ngemva kokulungiswa nokulungiswa kwefomula okungaphezu kwe-100 kanye nesikhathi sokuthuthukiswa esingafika ezinsukwini ezingu-376, baphumelele ukudala lo mkhiqizo.

Ngonyaka odlule, behlose ukuqeda izinkinga zokusebenzisa imikhiqizo yezimonyo yesikhumba esinamafutha noma esixubile, i-Yixian E-Commerce kanye ne-Institute of Chemistry ye-Chinese Academy of Sciences bathuthukise futhi basungula ubuchwepheshe be-SmartLOCK™. Kuthiwa lobu buchwepheshe bungamunca uwoyela omningi okhishwa yisikhumba ngendlela eqondile, kodwa ngeke bususe uwoyela odingekayo ezimonyweni eziyisisekelo, ukuze kufezwe umphumela wokulawula uwoyela oqondile. Njengamanje, ubuchwepheshe be-SmartLOCK™ busetshenziswe ku-diary pearl lock Makeup powder ephelele, i-small silver mirror air cushion kanye neminye imikhiqizo.

02

Umkhiqizo: ukubeka izimonyo zase-Asia, ukuphishekela ubulula obukhulu

Ukuze kuthuthukiswe inkinga yokuthi “isisekelo sokuqala esinombala ophezulu sihluke kakhulu esikhumbeni sabathengi baseShayina”, i-MISTINE, ethuthukisa imakethe yaseShayina ngamandla, iphakamise “i-Asian Research Color System”. Ngokusho kwemibiko, uhlelo luwubuchwepheshe obukhethekile be-COSMAX. Ukuze kuhlanganiswe ububanzi bezinkambu zemibala, uhlelo alusebenzisi imibala emithathu ye-W, N kanye ne-C eyayisetshenziswa emakethe yomhlaba wonke ngaphambilini, kodwa luhlukanisa imibala ibe yimibala engu-7. Ensimini, ngaphezu kokubekwa “kocwaningo lwase-Asia”, kusukela ekupakishweni kuya ezithakweni, ukuphishekela ubulula kanye nemvelo kusukela ngaphakathi kuya ngaphandle kungenye isici semikhiqizo yezimonyo yendawo. 

Isibonelo, i-UNY ibeka lo mkhiqizo njengobuhle bemvelo obuncane, kanti umbono womkhiqizo kanye nesitayela sokupakisha imikhiqizo yezimonyo eziyisisekelo kubusa imibala emnyama nemhlophe encane; i-Dewy Lab iphakamisa umqondo "wezinto ezintathu ezinobungane" - ezisebenziseka kalula, ezinobungane empilweni, ezinobungane emvelweni, Yakha indinganiso ye-DCBS yezimonyo ezinombala omsulwa, futhi ihlela ukufaka esikhundleni sezinto zokupakisha ngamaphakheji angasetshenziswa kabusha, ukusebenzisa uyinki wemvelo novuselelekayo, futhi iqhubeke nokunciphisa ukukhishwa kwekhabhoni.

03

Isiteshi sokuthengisa: ipulatifomu eku-inthanethi, esuselwa kakhulu kumasampula

Ngokuphathelene nezici zesigaba, uma kuqhathaniswa nemikhiqizo yokunakekelwa kwesikhumba, umphumela wokwakheka okuyisisekelo uyahlukahluka kumuntu nomuntu, futhi umphumela ungabonakala esikhathini esifushane; uma kuqhathaniswa nokwakheka kombala, ukwakheka okuyisisekelo kunomthelela obuthakathaka obonakalayo futhi kudinga ukuvivinywa mathupha ukuze kubonwe. Ngakho-ke, ukudalwa kokwakheka okuvivinyayo kubaluleke kakhulu emikhiqizweni yokwakheka okuyisisekelo.

Ngokuphathelene nentengo, imikhiqizo yezimonyo esezingeni eliphezulu isondela, noma idlula ngisho, imikhiqizo yamazwe ngamazwe. Sekukonke, igebe phakathi kwemikhiqizo yasendaweni kanye nemikhiqizo yamazwe ngamazwe liyancipha ngokushesha ngokwemikhiqizo, imikhiqizo, kanye ne-R&D.

Esikhathini esizayo, umbono wamazwe ngamazwe kanye nokusondelana kuzoba yizinzuzo ezinkulu zemikhiqizo yezimonyo yendawo. Imikhiqizo yezimonyo yasekhaya eyenziwe ngokusekelwe kwikhwalithi yesikhumba, izintandokazi zombala kanye nemikhuba yokudla yabantu baseShayina inendawo enkulu yokucabanga.