Recently, according to the ranking statistics of the comprehensive strength of cosmetics single-brand enterprises in Jiangsu Province, the single brand of MSF cosmetics is in the leading position in the industry in terms of product quality, number of stores, economic benefits and other major indicators in the province. Its single-brand cosmetics The store also ranks first in the single-brand market share of the cosmetics industry in Jiangsu Province.
As one of the first batch of representatives in the cosmetics single-brand field in China, Max Skin, born in Suzhou, Jiangsu, is rooted in Jiangnan culture, focusing on the brand positioning of “precise skin care”, and has been focusing on the single-brand cosmetics field for 11 years. The brand has been listed on the New Third Board (stock code: 836831) as early as 2016, and has become a benchmark enterprise in the field of single-brand cosmetics in China.
As an influential brand in the field of domestic single-brand cosmetics, Max Skin has great advantages and characteristics in terms of brand tonality, innovation, characteristics, operational capabilities, personnel training, product quality and other core competitiveness, thus laying a solid foundation It has confirmed its pioneering position in the single-brand market share of the cosmetics industry in Jiangsu Province.
1. Intensive in the provincelayoutto create a regionincreasepole
Born in the hinterland of the south of the Yangtze River, Max Skin started from intensive distribution in the local area, and its single-brand stores gradually expanded and radiated to the whole country. Relying on its complete set of mature store operation standardization system, starting from the multi-dimensional details of people, goods, markets, marketing and services, and through the key points of store layout of “high yield, high appearance, high quality and high density”, Max Skin is based on Point-to-line and line-to-surface will continue to expand stores intensively, and strive to build the number one store in the local area and form a regional growth pole.
At present, Max Skin’s outlets have spread all over the districts and cities in Jiangsu Province, including Nanjing, Suzhou, Changzhou, Nantong, Suqian, Lianyungang, Taizhou, Wuxi, Xuzhou, Yancheng, Danyang, Yangzhou, and Zhenjiang.
2. Construct the “Learning-Research-Production” of Honey Skin“Science and Technology Innovation Center, Strengtheningcore competitiveness
In the final analysis, the competition between brand power and product power is a competition of scientific research and innovation strength. Through years of hard work and market practice, at present, Max Skin has established a complete and standardized R&D system to improve its own scientific research level and strengthen the brand’s core competitiveness.
For more than 10 years, it has been focusing on the skin quality and age of Chinese people, with the aim of “customizing the skin of oriental women”. Based on the positioning of “precise skin care”, Max Skin is based on the “three essences” strategy of precise needs, precise scientific research, and precise products. The system is based on skin science theory, relying on the product feedback mechanism of millions of users of Max Skin, established joint research with Southeast University, Soochow University and other universities, and jointly developed with domestic and foreign authoritative experts in medicine, biological science, chemistry and other fields. Appointed the former global chairman of IFSCC and Professor Jadir Nunes from the University of Sao Paulo, Brazil, as the Chief Technology Officer of Max Skin. By integrating top international resources, the Max Skin “Learning-Research-Production” Science and Technology Innovation Center was built to continuously empower products and provide Chinese people with Safer, more efficient and scientific precision skin care program.
At the same time, the establishment of Max Skin’s “ISEC cyclical evaluation system” can ensure that the brand can meet the needs of the market through ingredient efficacy evaluation (INGREDIENT), consumer sensory evaluation (SENSORY), product efficacy verification (EFFICACY), and continuous tracking evaluation (CONTINUE). Carry out precise research and development and timely upgrades in order to create the ultimate word-of-mouth products.
3,high qualityword of mouthproduct,Help lock customers and attract high traffic
On the product side, Max Skin always adheres to the principle of “putting customers first and taking needs as the root”, integrates the world’s top quality supply chain, and applies cutting-edge technology and innovative functional ingredients through Max Skin’s “Learning-Research-Production” Science and Technology Innovation Center Implemented in the development of each product, it has achieved full-category coverage such as skin care, facial masks, make-up, body care, and men’s skin care, providing diversified demand customization for the skin of Chinese people. Taking quality as the cornerstone, Miss Skin carefully polishes each product, and has also created many popular word-of-mouth star hot-selling items that help stores lock in customers and attract more customers.
For example, the multi-effect isolation and repairing cream, which has been the best-selling “ace” base makeup in Miss Skin stores for 10 years since its launch; it has been on the market for 9 years and has been the sales throne of Miss Skin stores for many years."CMO Goldsmith Award for Product Innovation Award” star repairing yeast water—Skin Water Essence Water; Qingying Moisturizing Sunscreen, which has been on the market for 8 years and won the “China Brand Influence Excellent Product Award”; Youth Essence Essence of the “China Brand Influence Excellent Product Award”; in addition, as one of the most effective single products in the shop of Max Skin Town, Max Skin “Repairing Small Golden Bottle” Essential Oil (Instant Light Secret Essential Oil ) has been on the market for 3 years, and has firmly ranked the store’s word-of-mouth product throne for its hard-core repairing, anti-wrinkle and firming capabilities. ; and the same multi-dimensional skin rejuvenation, anti-wrinkle and firming power as essential oils, Maxi skin “anti-wrinkle small amber” essence has also become another big star product in the store due to its excellent efficacy, skin feel, and appearance experience.
In terms of store operation, Max Skin has always been committed to building “five good stores” (good people, good stores, good products, good marketing, and good service). Relying on the three-in-one physical new retail operation ecosystem of “online smart store + offline physical store + store digital operation diagnosis and analysis”, as well as the online + offline annual multi-session talent training and upgrading plan of Max Skin Talent Incubation Academy, From membership increase, personnel capacity improvement, trump product detonation, incremental product expansion, event marketing drainage, service improvement to new store support, etc., multi-dimensionally helped the store realize membership increase, store expansion, single store Production value increased.
For example, during the difficult period of the epidemic, physical retail in various industries fell into survival difficulties. Through the empowerment and support of stores, Max Skin not only achieved growth against the trend, but also helped many stores to exceed 1 million sales in a single event.
To become the “pioneer model” of a single brand in the cosmetics industry in Jiangsu Province with its impressive strength, the “ambition” of MSF does not stop there. In the future, based on a global perspective, Max Skin will continue to strengthen its own internal skills, continue to grow bigger and stronger in terms of store layout, scientific research innovation, product empowerment, store operations, etc., and continue to expand brand awareness, market reputation and industry influence. Committed to becoming a Chinese national brand.