The annual output value exceeds 4 billion yuan, and 70% of false eyelashes in the world are made in Qingdao.
Qilu. com Lightning News November 14th Recently, the "Double Eleven" carnival, which lasted for nearly half a month, came to an end. This year, the turnover of Tmall’s "Double Eleven" reached 498.2 billion yuan, and the cumulative order amount of JD.COM was 271.5 billion yuan. On the day of "Double Eleven", the beauty turnover of major e-commerce platforms increased significantly year-on-year: only 20 minutes after the sale, the turnover of international beauty in JD.COM exceeded that of the whole day at the same time last year; Within an hour, the sales scale of Suning’s beauty products increased by 7 times year-on-year … In the category of beauty products, false eyelashes were completely popular this year. Although the rate of going out during the epidemic period decreased, the enthusiasm of consumers to buy false eyelashes was not compromised.
According to CCTV, during the "Double Eleven" period, the false eyelashes market has been in a state of explosion. An ordinary false eyelash factory in Pingdu, Qingdao, stably outputs about 10,000 boxes every day, and the order volume is 40% higher than usual. In many beauty live broadcast rooms, the anchor people also don’t forget to remind everyone that as long as you pay close attention to the product description behind the label, you will be surprised to find that these false eyelashes come from almost one place-Qingdao, Shandong. Through the professional edition of Tianyancha, lightning journalists found that there are currently more than 2,000 false eyelashes-related enterprises in China, and 77% of them are registered in Qingdao, Shandong (about 1,560), accounting for 93% of all related enterprises in Shandong. The seemingly inconspicuous production chain of false eyelashes contributes more than 4 billion yuan to the local area every year.
The annual registration volume has hit record highs, and the false eyelashes market is "very hot"
In recent years, the development of China’s false eyelashes industry has shown a surprisingly high speed. According to the data of Tianyancha Professional Edition, in 2014 and before, only a few or dozens of false eyelashes-related enterprises registered in China every year (all enterprise status). In 2015, there was a blowout in the annual registration of false eyelashes-related enterprises, and more than 370 false eyelashes-related enterprises were added throughout the year. Since then, more than 100 false eyelash-related enterprises have been added in China every year. Among them, in 2019, 551 false eyelash-related enterprises were added in China, and the annual registration reached the highest level in history. As of November 10, 2020, subject to industrial and commercial registration, China has added 494 false eyelashes-related enterprises this year, up 4.9% year-on-year.
During the "Double Eleven" period, once the news that the order volume of false eyelashes in Qingdao increased by 40% was released, sharp-eyed consumers found that they were buying the products of false eyelashes manufacturers in the video. According to the data of Tianyancha, there are more than 860 local enterprises engaged in the false eyelashes industry for a long time in Pingdu. If the processing workshops are counted, it is conservatively estimated that there are thousands of them, accounting for 70% of the global false eyelashes production, which is an out-and-out source of false eyelashes in the world.
Doing excellent service and innovating products, the 4 billion industrial chain is formed in this way.
In terms of industry distribution, 66% of the enterprises related to false eyelashes in Qingdao are limited liability companies and 33% are individual industrial and commercial households. From the perspective of registered capital, more than 50% of false eyelashes-related enterprises have registered capital of less than 1 million, which well reflects the characteristics of the false eyelashes market.
Gao Shanmin is one of the earliest "elders" engaged in false eyelashes business in Pingdu, Qingdao, and his entrepreneurial story is also a microcosm of the development of local false eyelashes industry.
According to Gao Shanmin, the technology of making false eyelashes was first introduced from South Korea. In the 1990s, there were less than 10 false eyelashes businesses in pingdu city. Gao Shanmin mastered the production technology from relatives, took the lead in opening a workshop for making false eyelashes, and hired women who used to grow potatoes at home to help with the production. The annual income reached 200,000 to 300,000. Local villagers have followed this model, and enterprises and workshops that produce false eyelashes have mushroomed, and gradually developed into local pillar industries.
Nowadays, in almost any local factory or store, a wide variety of false eyelashes will make customers who come to order look askance: false eyelashes are divided into styles, such as pair hair and close arrangement; From the material point of view, there are mink hair, horse hair, chemical fiber and so on; Coupled with the different lengths, roots, curvatures and colors, there are more than thousands of false eyelashes on the market, and it is difficult for even experts to quickly finalize their favorite styles. However, one thing is the consensus of buyers: "There are only products you can’t think of here (Qingdao Pingdu), and there are no false eyelashes that you can’t make. First-class quality, customization, and the key is cheap. "
Entering the game has just taken the lead, and if you want to make a name for yourself, you still need to constantly explore. In Pingdu, Qingdao, there are more and more young people returning to their hometowns to engage in the false eyelash industry. In the business philosophy of Chen Jianlu, a young man born after 1990, quality service and innovative products are essential elements for a bigger and stronger business: "Although eyelashes are fake, they must be ingenious." After years of development, his false eyelash production line has been continuously expanded. Every day, hundreds of boxes of false eyelashes enter the national market, and some even cross the ocean, becoming hot items in Japan, South Korea, Europe and the United States.
Pressing, combing, stringing, cutting, curling, drying, heating, setting, and gluing … A small pair of false eyelashes needs more than 10 processes from raw materials to factory to become a "charming and hopeless" beauty artifact in the eyes of girls, and this pair of false eyelashes with a wholesale price of only a few yuan is a real "real money" for local people. The data shows that the annual output value of Qingdao Pingdu false eyelashes can reach 4 billion yuan, accounting for 80% of the national output and 70% of the global market share. It not only promotes the vigorous development of the local and even Qingdao false eyelashes market, but also solves the employment problems of many people.
Implementing "brand strategy" and transforming false eyelashes into internationalization
From the perspective of scale alone, processing and making false eyelashes used to be a "small business" for many families in rural Qingdao. The job advertisements of local factories mostly contain the following keywords: perennial recruitment, availability of children, open air conditioning, preferential treatment … Almost all women engaged in this work can take care of their families and generally increase their income. Since 2013, the false eyelashes industry in Qingdao has ushered in a period of rapid development, and the annual household income of female workers has also increased from 10,000 yuan to 20,000 yuan, up to at least 50,000-70,000 yuan at present.
Using advanced communication equipment and internet technology, many false eyelashes practitioners who focus on e-commerce sales have begun to spend more time on studying consumers’ psychology and market trends. For example, in the past two years, Japanese and Korean makeup has been popular in China, and short and sparse eyelashes look natural; Women in Europe and America prefer thick, long and dense hair, and have greater demand for colored eyelashes such as yellow, green and purple. With the continuous popularity of Taobao live delivery, Tik Tok and Aauto Quicker, more beauty shopkeepers and young women turn to place orders online, and customize exquisite high-grade false eyelashes according to their own needs … All these market weathervanes are accurately captured by them and fed back to the production and sales of false eyelashes.
Looking at the industrial layout of false eyelashes in Qingdao, we also began to bid farewell to the family-style "single-handedly fighting". Xuaner E-commerce Pioneer Park, which settled in pingdu city Development Zone in 2017, introduced a number of false eyelashes manufacturers from the beginning, and formed good cooperation with e-commerce platforms such as Taobao, Tmall, Pinduoduo and Vipshop, actively trained rural e-commerce professionals, and added assistance to the local false eyelashes industry. At present, the local false eyelashes industry has a complete industrial chain, high-quality products, good reputation and huge market, but what is lacking is a first-class brand. To this end, the local government has successively introduced a number of measures to support the development of the real economy. While promoting the supporting infrastructure construction, it has also increased industry support, strived for tax refund policies and standardized enterprise operation. Next, implementing the "brand strategy" and cultivating independent brands to go international will be the top priority of the transformation and upgrading of Qingdao false eyelashes industry.
Lightning journalist Yang Yujin Yin Chengqian reports.
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