When a wave of entrepreneurship is set off on the dressing table, why is the new consumer storm of false eyelashes not coming?
With the rise of social makeup culture and consumer demand for makeup, the false eyelash industry is moving towards its turning point.
Driving about 108 kilometers north from downtown Qingdao, you can reach Pingdu City, which is one of Qingdao's county-level cities and is famous for its quarrying and false eyelashes. The closer to Pingdu, the denser the quarries and false eyelash factories, large and small, appear alternately on both sides of the highway, producing two kinds of goods with huge differences in soft and hard.
The history of Pingdu's production of false eyelashes can be traced back to the early days of reform and opening up. It was one of the first places in China to produce false eyelashes and made a fortune by accepting OEM orders from Korean brands. For the farmers at that time, making false eyelashes in the house was an easy job, and it could also make a fortune for the family during the slack season.
Like many other industries in China, "little bosses" have also emerged from false eyelashes manufacturing. Some workers who have mastered the technology from Koreans are no longer satisfied to work for other people’s companies, and have successively started their own false eyelashes factories. . When the men in the village left their hometowns to work in the southeast coastal cities, the local women became the main force in the factory, and the relatively loose working hours allowed them to free up time to take care of their families.
So far, Pingdu has become the largest producer of false eyelashes in China. According to statistics from the local government, as of the end of 2020, the annual output value of the eyelash industry of Ping An Resort accounted for 80% and 70% of the national and global market shares, respectively. There were nearly 5,000 false eyelash-related companies with an annual output value of about 7 billion yuan.
Dazeshan Town, the birthplace of the Ping Holiday eyelash industry, is a small town with a total area of only one-third the size of Beijing’s Chaoyang District. It is the center of false eyelash production in China. The signs of eyelash OEMs are interspersed with small companies that supply viscose and packaging boxes to false eyelash manufacturers.
What has not changed much from the past is that the production of false eyelashes is still highly dependent on labor. Although the use of molds improves production efficiency, it is still a labor-intensive industry in nature, which is determined by the production process of false eyelashes.
From the beginning of processing to the final product leaving the factory, a pair of false eyelashes needs to go through nine steps of pressing, closing, threading, cutting, rolling, shaping, stripping, loading and packaging. The millimeter is the unit of measurement in this delicate work. Workers must press, arrange and cut the wool into a customized style without any difference. Measuring sticks are the most common aid on their workbenches.
The complicated style is another factor hindering the mechanization of false eyelash production. In addition to the two common categories of grafting false eyelashes and daily wearing false eyelashes, there are also classifications of hair, close-packed and blooming hair. According to the density, length, color and curl of false eyelashes, various new shapes Then came into being, and corresponded to different methods of combining hair and stereotypes.
This means that, in addition to wool, each factory has different standards for making false eyelashes, and this has also led to difficult production of industry standards. False eyelashes have not yet been classified as a specific type of production. The latest pilot measure of the Ministry of Industry and Information Technology is to put them in the hair products department, but there are still not many product quality standards that need to be followed to establish a false eyelashes factory.
In the face of powerful agents, false eyelash manufacturers do not have an advantage in bargaining. The low added value of false eyelashes is in sharp contrast with the almost purely hand-made process. Even some manufacturers with better cost control, wholesale net profit Only ten percent is normal.
Branding is a recognized way to increase the added value of products, and it is not that false eyelash manufacturers have tried to develop in this field. But the embarrassment is that false eyelashes are used by many people as beauty products, but false eyelash manufacturers are unable to obtain the corresponding cosmetics production qualifications. This has caused many false eyelash manufacturers to have their own brands unable to enter chain beauty collection stores. Supply system.
The beauty collection store is one of the most important channels for consumers to conduct beauty education in the pre-Internet era. The beauty collection store has been lost, and the exposure of false eyelash brands is "dumb". Even in the field of artificial eyelash grafting in cinemas, the right to speak does not belong to the false eyelash manufacturers.
The process of grafting eyelashes is to stick wool-like false eyelashes one by one on the original eyelashes to achieve the effect of extending the length. Various shapes are also completed on this basis. The technique and aesthetics of the technicians are the key. Their small circle determines what kind of false eyelash products customers will use. However, the false eyelash brands cannot reach the end consumers, and the majority of the profits are also taken by the beauty salon.
The link is too long, to a large extent, the false eyelash industry maintains a steady growth, but it is difficult to get out of the predicament of well-known big names.
No shortage of money, but lack of people
Compared with neighboring Japan, China's false eyelash penetration rate is not high. Weisheng Zhao, the founder of the false eyelash brand, has researched in Japan for a year. He estimated that among the 13 million beauty users in Japan, the penetration rate of false eyelash products is between 50% and 60%, and there are nearly 2.6 million heavy users of false eyelashes. Well-known professional false eyelash brands were subsequently cultivated.
Another contradiction in Pingdu’s difficulty in creating a brand lies in the lack of talents for brand operations. Despite being affiliated to Qingdao, Pingdu’s infrastructure and income levels still lag behind those of Qingdao’s urban area, which invisibly prevents the arrival of operating talents and is not conducive to the development of local false eyelash manufacturers. Two investment institutions once approached Deng Xiaojun, but in the end they all stopped talking.
But even if the focus is still on foundry, market changes are still ubiquitous.
Compared with the past, there are not many companies willing to place large orders at once, and personalized small orders have become the mainstream. This is similar to the "small SLR" model used by Zara and Shein, and puts forward higher requirements for the flexibility of supply chain management.
October and November are one of the busiest nodes for Ping Holiday eyelash producers. The night in the north always comes earlier in winter. The double eleven and black five strikes have made many factories still brightly lit after 5 pm, and workers who receive piece rate wages will receive the most lucrative remuneration of the year. According to a report from CCTV, during the "Double Eleven" period in 2020, many false eyelash factories in Qingdao Pingdu will have an explosive order. Some of the factories have a daily production volume of 10,000 boxes and nearly 40% of the new orders.
Before these orders from all over the world were converted into various styles of false eyelashes, the transportation team had been waiting outside the factory for a long time. In the next ten hours, this box of false eyelashes will be shipped to the customs ports in cities such as Qingdao, Yiwu and Hangzhou, and even further to Guangzhou and Shenzhen.
Guangzhou and Shenzhen still have an important influence on the development of China’s beauty industry. These two cities have a long tradition of foreign trade and a huge wholesale market. The first pot of gold.
In the past two years, in an environment where the sales of makeup products such as lipstick and blush have declined to varying degrees, false eyelashes are one of the few cosmetic products that have received less impact during the epidemic. More than one interviewee told UIFashion that their performance has doubled in 2020, and eyes that cannot be blocked by masks have become a window for people to release their beauty-conscious nature.
In this era when all consumer categories are worth reinventing, the rise of Perfect Diary and Huaxizi has rewritten the occupation of overseas brands in China’s beauty industry, and many categories that used to be inconspicuous in the eyes of investors have now become hot gold mines. , Attracting a large amount of financing.
The same is true for false eyelashes. This industry, which has neither educates consumers nor has a national brand, is heading towards its turning point. With official support, Pingdu's false eyelash production model and environment are also being upgraded. The currently planned false eyelash industrial park covers an area of more than 400 acres. There will be standardized production workshops, office areas and product display areas inside, and talents will be introduced. The policy will also tilt accordingly.
With the rise of social makeup culture and consumer demand for makeup, this long-silent industry has been stirred up again. Players in it are eagerly looking forward to the birth of a perfect diary with false eyelashes, which will be a turnaround for false eyelashes. A historic moment in the eyelash industry.
Of course, for each of these brands, the best result is naturally that you happen to be the selected "perfect diary".
Driving about 108 kilometers north from downtown Qingdao, you can reach Pingdu City, which is one of Qingdao's county-level cities and is famous for its quarrying and false eyelashes. The closer to Pingdu, the denser the quarries and false eyelash factories, large and small, appear alternately on both sides of the highway, producing two kinds of goods with huge differences in soft and hard.
The history of Pingdu's production of false eyelashes can be traced back to the early days of reform and opening up. It was one of the first places in China to produce false eyelashes and made a fortune by accepting OEM orders from Korean brands. For the farmers at that time, making false eyelashes in the house was an easy job, and it could also make a fortune for the family during the slack season.
Like many other industries in China, "little bosses" have also emerged from false eyelashes manufacturing. Some workers who have mastered the technology from Koreans are no longer satisfied to work for other people’s companies, and have successively started their own false eyelashes factories. . When the men in the village left their hometowns to work in the southeast coastal cities, the local women became the main force in the factory, and the relatively loose working hours allowed them to free up time to take care of their families.
So far, Pingdu has become the largest producer of false eyelashes in China. According to statistics from the local government, as of the end of 2020, the annual output value of the eyelash industry of Ping An Resort accounted for 80% and 70% of the national and global market shares, respectively. There were nearly 5,000 false eyelash-related companies with an annual output value of about 7 billion yuan.
Dazeshan Town, the birthplace of the Ping Holiday eyelash industry, is a small town with a total area of only one-third the size of Beijing’s Chaoyang District. It is the center of false eyelash production in China. The signs of eyelash OEMs are interspersed with small companies that supply viscose and packaging boxes to false eyelash manufacturers.
What has not changed much from the past is that the production of false eyelashes is still highly dependent on labor. Although the use of molds improves production efficiency, it is still a labor-intensive industry in nature, which is determined by the production process of false eyelashes.
From the beginning of processing to the final product leaving the factory, a pair of false eyelashes needs to go through nine steps of pressing, closing, threading, cutting, rolling, shaping, stripping, loading and packaging. The millimeter is the unit of measurement in this delicate work. Workers must press, arrange and cut the wool into a customized style without any difference. Measuring sticks are the most common aid on their workbenches.
The complicated style is another factor hindering the mechanization of false eyelash production. In addition to the two common categories of grafting false eyelashes and daily wearing false eyelashes, there are also classifications of hair, close-packed and blooming hair. According to the density, length, color and curl of false eyelashes, various new shapes Then came into being, and corresponded to different methods of combining hair and stereotypes.
This means that, in addition to wool, each factory has different standards for making false eyelashes, and this has also led to difficult production of industry standards. False eyelashes have not yet been classified as a specific type of production. The latest pilot measure of the Ministry of Industry and Information Technology is to put them in the hair products department, but there are still not many product quality standards that need to be followed to establish a false eyelashes factory.
In the face of powerful agents, false eyelash manufacturers do not have an advantage in bargaining. The low added value of false eyelashes is in sharp contrast with the almost purely hand-made process. Even some manufacturers with better cost control, wholesale net profit Only ten percent is normal.
Branding is a recognized way to increase the added value of products, and it is not that false eyelash manufacturers have tried to develop in this field. But the embarrassment is that false eyelashes are used by many people as beauty products, but false eyelash manufacturers are unable to obtain the corresponding cosmetics production qualifications. This has caused many false eyelash manufacturers to have their own brands unable to enter chain beauty collection stores. Supply system.
The beauty collection store is one of the most important channels for consumers to conduct beauty education in the pre-Internet era. The beauty collection store has been lost, and the exposure of false eyelash brands is "dumb". Even in the field of artificial eyelash grafting in cinemas, the right to speak does not belong to the false eyelash manufacturers.
The process of grafting eyelashes is to stick wool-like false eyelashes one by one on the original eyelashes to achieve the effect of extending the length. Various shapes are also completed on this basis. The technique and aesthetics of the technicians are the key. Their small circle determines what kind of false eyelash products customers will use. However, the false eyelash brands cannot reach the end consumers, and the majority of the profits are also taken by the beauty salon.
The link is too long, to a large extent, the false eyelash industry maintains a steady growth, but it is difficult to get out of the predicament of well-known big names.
No shortage of money, but lack of people
Compared with neighboring Japan, China's false eyelash penetration rate is not high. Weisheng Zhao, the founder of the false eyelash brand, has researched in Japan for a year. He estimated that among the 13 million beauty users in Japan, the penetration rate of false eyelash products is between 50% and 60%, and there are nearly 2.6 million heavy users of false eyelashes. Well-known professional false eyelash brands were subsequently cultivated.
Another contradiction in Pingdu’s difficulty in creating a brand lies in the lack of talents for brand operations. Despite being affiliated to Qingdao, Pingdu’s infrastructure and income levels still lag behind those of Qingdao’s urban area, which invisibly prevents the arrival of operating talents and is not conducive to the development of local false eyelash manufacturers. Two investment institutions once approached Deng Xiaojun, but in the end they all stopped talking.
But even if the focus is still on foundry, market changes are still ubiquitous.
Compared with the past, there are not many companies willing to place large orders at once, and personalized small orders have become the mainstream. This is similar to the "small SLR" model used by Zara and Shein, and puts forward higher requirements for the flexibility of supply chain management.
October and November are one of the busiest nodes for Ping Holiday eyelash producers. The night in the north always comes earlier in winter. The double eleven and black five strikes have made many factories still brightly lit after 5 pm, and workers who receive piece rate wages will receive the most lucrative remuneration of the year. According to a report from CCTV, during the "Double Eleven" period in 2020, many false eyelash factories in Qingdao Pingdu will have an explosive order. Some of the factories have a daily production volume of 10,000 boxes and nearly 40% of the new orders.
Before these orders from all over the world were converted into various styles of false eyelashes, the transportation team had been waiting outside the factory for a long time. In the next ten hours, this box of false eyelashes will be shipped to the customs ports in cities such as Qingdao, Yiwu and Hangzhou, and even further to Guangzhou and Shenzhen.
Guangzhou and Shenzhen still have an important influence on the development of China’s beauty industry. These two cities have a long tradition of foreign trade and a huge wholesale market. The first pot of gold.
In the past two years, in an environment where the sales of makeup products such as lipstick and blush have declined to varying degrees, false eyelashes are one of the few cosmetic products that have received less impact during the epidemic. More than one interviewee told UIFashion that their performance has doubled in 2020, and eyes that cannot be blocked by masks have become a window for people to release their beauty-conscious nature.
In this era when all consumer categories are worth reinventing, the rise of Perfect Diary and Huaxizi has rewritten the occupation of overseas brands in China’s beauty industry, and many categories that used to be inconspicuous in the eyes of investors have now become hot gold mines. , Attracting a large amount of financing.
The same is true for false eyelashes. This industry, which has neither educates consumers nor has a national brand, is heading towards its turning point. With official support, Pingdu's false eyelash production model and environment are also being upgraded. The currently planned false eyelash industrial park covers an area of more than 400 acres. There will be standardized production workshops, office areas and product display areas inside, and talents will be introduced. The policy will also tilt accordingly.
With the rise of social makeup culture and consumer demand for makeup, this long-silent industry has been stirred up again. Players in it are eagerly looking forward to the birth of a perfect diary with false eyelashes, which will be a turnaround for false eyelashes. A historic moment in the eyelash industry.
Of course, for each of these brands, the best result is naturally that you happen to be the selected "perfect diary".