China makeup broke into the dressing table of overseas consumers, and Hua Xizi went out to sea ＂upward＂
Since 2022, China Company has accelerated its "going out to sea". Among them, Hua Xizi, a makeup brand in the fast-moving field, has taken the initiative to attack mature makeup markets such as North America, Japan and Europe.
At present, Hua Xizi, who is still in the initial stage of going to sea, has captured a large number of overseas fans with its high quality and oriental aesthetics. In 2018, Hua Xizi, who was established in the second year, received an overseas order. At that time, an Australian Chinese woman was planted with flowers on social media and placed an order. At that time, Hua Xizi did not open overseas logistics, but still chose to send the eyebrow pencil to Australia by expensive transnational express. It was also from this order that Hua Xizi realized that the brand was seen by the world faster than expected.
In 2019, when Hua Xizi was not officially sold overseas, a Japanese netizen posted the Twitter content of Hua Xizi’s "West Lake Imprint Gift Box" and "Carved Makeup" on Twitter, indicating that he was amazed by Hua Xizi’s product characteristics and texture, and he appreciated the design of Hua Xizi’s makeup inheriting the oriental carving process. After the Twitter content was sent out, it immediately triggered a hot discussion among Japanese netizens about China’s make-up, and the hot topic rose rapidly, ranking seventh on the Japanese Twitter hot search list. Many Japanese netizens were interested in the West Lake gift box and hoped to buy Huaxizi’s products in Japan in the future.
In 2020, Hua Xizi ranked first in Tmall double 11’s domestic cosmetics list. At that time, users from more than 100 countries and regions bought Hua Xizi, and its cosmetics with oriental cultural details brought extraordinary product experience to overseas consumers.
China Makeup won the spontaneous evaluation and recommendation of top overseas bloggers.
"The Chinese style makeup is incredibly beautiful" and "the product is very easy to use" … On social platforms such as YouTube, Hua Xizi triggered overseas users’ discussion on China makeup products and China makeup, and even attracted world-renowned beauty bloggers Jeffree Star and Tati to evaluate and recommend it spontaneously.
At the beginning of 2022, Jeffree Star used a 25-minute video to evaluate several products such as Huaxizi Tongxin Lock Lipstick and Jade Girl Peach Blossom Light Honey Powder. Jeffree Star said that before that, as Hua Xizi opened an official social media account overseas, she noticed the China brand on the social platform and attracted it. She took the initiative to contact Hua Xizi to get the product. "The color of lipstick is full, and the mouth is full of lightness", "The texture is amazing" and "Like a work of art" … In the video, Jeffree Star bluntly said that this make-up brand from China did something that she had never seen before and was difficult to do.
Legend: Jeffree Star, a well-known American blogger, spontaneously recommended Hua Xizi.
"What a surprise! A hidden gem in the beauty industry. " In September this year, Tati, a veteran figure in the beauty circle in Europe and America, spontaneously evaluated dozens of popular items such as Huaxizi air honey powder, silk honey powder cake, concentric lock lipstick, four-color eye shadow and makeup remover in two consecutive videos. In the video, she specially recommended honey powder and honey powder cake, thinking that it is "silky to control oil, hide pores and lines" and is also moved by the design and carving of eye shadow tray.
Legend: Tati, a well-known American blogger, spontaneously recommended Hua Xizi.
In addition to gaining popularity in the beauty circle in Europe and America, Hua Xizi is also popular in markets such as Japan. From September to November this year, on TikTok, a Moroccan blogger spontaneously recommended Huaxizi products in at least six videos out of his love for Huaxizi. In August this year, the crew of Japanese drama Animals contacted Hua Xizi actively, hoping to use Hua Xizi’s products as makeup products in the drama and as free implants of Hua Xizi’s products.
Legend: Moroccan bloggers spontaneously recommend Hua Xizi.
Quality goes to sea, culture goes to sea, and wings Qi Fei.
On the basis of several years of overseas reputation, Hua Xizi first entered the overseas e-commerce platform in 2021. In March of that year, Hua Xizi officially settled in Amazon, Japan. On the first day of its launch, her concentric lock lipstick once entered the top three in the sales list of Amazon lipstick in Japan. It is reported that Hua Xizi has established a global independent station while entering the overseas e-commerce platform, which has attracted more than 2 million users from all over the world.
As of November this year, Huaxizi has been sold online in 46 countries and regions, and users in more than 100 countries and regions have purchased Huaxizi products, while its core sales places, such as the United States, Japan and Europe, have actually entered a highly competitive "Red Sea" stage.
It’s not a day’s work to establish a foothold in a mature market. As early as 2019, Huaxizi set up an "international quality inspection system", which created a very strict "Huaxizi standard" against China standards, EU standards, Japanese standards and American EWG, which paved the way for brand internationalization. As the first brand to put forward and construct the research and development system of oriental beauty cosmetics, we strive to make our products both artistic and practical.
Since 2022, Hua Xizi has started its five-year R&D investment plan of 1 billion yuan, and made efforts in independent research and development, basic research and formula research and development. At present, Hua Xizi has the first CMF laboratory of domestic beauty enterprises, which is one of the components of Oriental beauty makeup research and development system. CMF, which stands for Color, Material and Finishing, is a subdivision comprehensive subject in the field of product design. This discipline integrates fashion trends and color research, material research and innovative application, and surface treatment technology research, and is closely related to consumer behavior, psychology, aesthetics and so on.
Legend: Yige (Huaxi Zi Parent Company) Science and Technology Innovation Center
In the process of product building, Hua Xizi has incorporated a lot of materials from oriental culture and integrated the aesthetic wisdom of "oriental makeup" into the products. For example, Hua Xizi introduced black color into the field of make-up, applied micro-relief technology to lipstick paste, baked simple and elegant Millennium white porcelain into product packaging materials, and took Miao Yin out of the mountains and inlaid it on the compact … Vanessa, a Japanese makeup artist, praised Hua Xizi, who thought that Hua Xizi had a historical precipitation and had many lovely, advanced colors and exquisite designs.
While insisting on quality, Hua Xizi went to the world with China culture, China aesthetics and China spirit, and continued to promote China makeup overseas. For example, Hua Xizi, by studying the makeup culture of China in the past dynasties, combined with modern makeup fashion and women’s demands for beauty, extracted three China makeup techniques, namely "slender eyebrows, under-the-eyes color and beading lips", and shared the artistic creation contents related to China makeup with overseas users through his official Instagram account. These makeup styles with distinctive China culture were liked by overseas users. Among them, the inspiration comes from the landscape of China, and a video with the painting method of "Right now" has won more than 500,000 praises. Up to now, the number of overseas social media fans of Hua Xizi has exceeded 1.5 million.
Product innovation and international expression under the oriental aesthetic system
In the past, the standards, culture and system of China’s make-up industry were deeply branded by the West. However, under the background of the rise of a great country and cultural self-confidence, Hua Xizi insisted on "accepting diversity from abroad and keeping the truth at home" in the process of going to sea, and made product innovation and localization under the oriental aesthetic system, so as to shape a set of contemporary and international oriental aesthetics with the help of the influence of commercial brands.
The essence of China culture is cosmopolitan, and Hua Xizi is grasping this point and trying to enlarge it in the process of going to sea. For example, this year, Hua Xizi launched a star-repairing plate that integrates shadow, highlight, blush and eye shadow, inspired by the four great beasts: Qinglong, Baihu, Suzaku and Xuanwu. Domestic users have a cultural awareness of these four great beasts, but they don’t have them overseas, so they can’t let the world quickly understand them in the first time. In this regard, Hua Xizi has specially created some cartoon illustrations and martial arts TVC in line with their cultural characteristics overseas. Through the ultimate integration of tradition and modernity, overseas users have a better understanding and cognition of these beasts and products, and resonate.
Legend: Hua Xizi Stars Repair Capacity Plate
At present, whether at home or overseas, local brands are facing a key leap from "cost-effective advantage" to "goodwill" by virtue of quality and brand power. In DTC mode, Hua Xizi always thinks about products from the user’s perspective, pays attention to the consumer’s experience, creates products with users, and continuously iterates over products, so that tradition and modernity, nation and the world, simplicity and details can be integrated, and then wins the favor and preference of users at home and abroad in mature markets or increasingly saturated markets.
As of the beginning of this year, Hua Xizi has invited more than 200,000 users as product experience officers to create products together, relying on fans’ full feedback and suggestions to help brands quickly find product problems and iteratively optimize them.
Not only in product building, Huaxizi has a global vision in many dimensions, and polishes the international "Huaxizi standard". Recently, Huaxizi’s first large-scale flagship store in the world opened in Xizi Lake, with a total area of 1,000 square meters. Its art gallery-style beauty space created by China garden landscaping technique is deeply loved by consumers in China. Some netizens posted pictures of the shop space to overseas social media, which also aroused the amazement of many foreign netizens.
Legend: Huaxizi Global Flagship Store-Xihu Hidden Garden
Nowadays, Hua Xizi, who has taken the initiative to attack mature markets, is on a difficult and correct road. Hua Xizi, who has stepped into the "road of international brand of China beauty cosmetics", is behind the rise of China brand under the oriental aesthetic system. It can be said that Hua Xizi’s going out to sea has opened up new ideas for domestic products to move towards high-end and globalization, and also let people see that the fashion trend of oriental culture has the ability to become an international trend.
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