False eyelashes, this seemingly inconspicuous beauty fast-moving consumer product, are actually an indispensable "eye-catching tool" for beauty experts. In the 1970s, Dazeshan Town, located in Pingdu City, Qingdao, began to produce false eyelashes. Over the decades, the false eyelashes industry in Pingdu has continued to grow. As of the end of 2020, the annual output value of the city's false eyelashes industry accounts for 80% of the national output and accounts for the world's With a market share of 70%, there are nearly 5,000 enterprises, with an annual output value of approximately 7 billion yuan, creating employment for more than 50,000 people. Of course, we at MAFEL are also included.
As the birthplace of the false eyelashes industry, Dazeshan Town occupies "half of the city's false eyelashes industry." At present, the output value of the eyelash industry in Dazeshan Town has reached more than 4 billion yuan, forming a complete false eyelash industry belt covering design, customization, processing, packaging, sales, logistics, foreign trade, etc. The monthly income of workers reaches 5,000 yuan, becoming To enrich the people's industry.
Recently, reporters visited Dazeshan Town in Pingdu to see how companies here dig out "real gold" in false eyelashes.
Walking into the factory's processing workshop, dozens of workers were busy on the operating table. Talking about the process of making false eyelashes. "The raw materials for producing false eyelashes include chemical fiber, mink hair, human hair and other materials. Although a pair of false eyelashes is not big, it still needs to go through pressing, closing, threading, rolling, shaping, gluing, and putting on the stage. There are nearly ten production processes, and only after passing the final quality inspection can it leave the factory."
The person in charge told reporters that when the local production of false eyelashes first started decades ago, workers could only use their hands to arrange the raw materials of the false eyelashes according to the style requirements. Since the diameter of the false eyelashes does not exceed 1 mm, the precision requirements are high. At that time, the production efficiency of the wool pressing and wool closing processes was very low. Later, a embossing mold was invented locally. The bottom of the mold has small grooves that are precisely processed according to the specifications of the eyelash raw materials. After the false eyelash raw materials are put in, they can be arranged neatly in a row. Workers can easily stick a row with tape. Neat false eyelashes. Thanks to the emergence of embossing dies, the production efficiency of local companies has rapidly increased by 10 times.
“After pressing, closing, and cutting are completed, rows of eyelashes must be rolled up and dried using thinner steel pipes to give the eyelashes a certain degree of curvature and preliminary shaping, and then go through 3D shaping, staging, and quality. After inspection, it can be packaged and shipped out." said the person in charge of the factory.
"If you want to build a good brand, you must have your own core competitive advantages." The reporter learned that over the years, through undertaking processing and production by well-known beauty companies and large foreign trade companies, local false eyelash products have been sold all over the world, but then As a result, problems such as the lack of the leading voice, low added value, and insufficient labor force have become increasingly prominent. Therefore, building leading enterprises and brands and replacing family-owned workshops with standardized and standardized factories have become a topic for the local exploration of the development of the false eyelashes industry.
"Original processing is not only low-profit, but it is not a long-term solution for the development of the enterprise. Building an independent brand can form its own market competitive advantage and is the only way for the long-term development of the enterprise." In recent years, the local government has not only introduced relevant policies to support the development of the eyelash industry, but also We will provide all-round support to enterprises in terms of taxation, logistics, talent, branding, etc., and will build an eyelash industrial park, which will be a good opportunity for enterprises to transform, upgrade and develop.
For example, Pingdu has basically mastered the core finished product processing link in the false eyelashes industry chain and has relatively complete core supporting industries. In order to further strengthen, supplement and extend the chain, the city has issued "Several Policies to Support the Development of the Eyelash Industry" , and at the same time prepare to build the "Beautiful Online New Economic Industrial Park" to develop the false eyelashes industry, further increase the transformation and upgrading of the false eyelashes industry, and support the industry to become bigger and stronger.
"The industrial park is invested and constructed by Pingdu City Development Group. It will be constructed in accordance with the 'customized' factory area and unified and standardized factory area to meet the needs of enterprises at different stages of development. It will also set up an e-commerce incubation center, sales display center, logistics warehousing The central brand cultivation center, R&D scientific research center, etc. provide a one-stop service platform for enterprises entering the park to help enterprises gather, develop, transform and upgrade." Yang Yanyong, the person in charge of the "Beautiful Online New Economy Industrial Park" said that the park will launch training within the year We will also cooperate with Pingdu City Vocational Education Center and Technician College to carry out e-commerce training to train e-commerce talents in a targeted manner to assist the development of the park.