With the development of economic globalization, especially the promotion of China's manufacturing hard power and visibility, the national brand ushered in a sea-going boom. Recently held in Guangzhou, Tmall new national goods makeup out to sea pioneer seminar, the relevant industry experts put forward that the national goods out to sea is a long-term trend, especially to seize the next three years of the key opportunity period. Among them, the practice of some national brands, has initially broken out of the path that can be used for reference.

Thanks to the high-quality development of manufacturing industry, the extensive coverage of cross-border e-commerce, the growing cultural self-confidence of our country, coupled with the prevention and control of the "new crown" epidemic on the outstanding results and other opportunities, the current shipment of goods to the sea just in time. In terms of the cosmetics industry, china's cosmetics exports in the first three quarters of 2020 were 752,500 tons, with exports reaching $3,139 million, surpassing the total for the whole of 2018 and 2019, with $2.5 billion and $2.774 billion, respectively, according to data released by the General Administration of Customs. "Chinese makeup" is becoming a global hit.

In this process, experts at the meeting reminded that the current national cargo out to sea, from "Made in China" out of the country is increasingly upgraded to "China to create" the global market, to go a long way, in addition to identifying the direction, the choice of the path to the sea is particularly important. Take the domestic beauty sales of the top three color brands as an example, from 2020 to open the "brand out to sea" strategy, layout of Amazon and other international e-commerce platform, and into Japan's largest pharmaceutical makeup chain Matsumoto Qing. Among them, only four months into the U.S. market, monthly sales have exceeded 2 million yuan, while in Japan more than a year, omnichannel sales of nearly 10 billion yen.

The first time out to sea, will be the center of gravity layout in Japan, North America and other developed countries, because local users of the use of makeup habits, resolution, aesthetic level is more mature, the selection of brand standards are more stringent, such a layout strategy is in fact a first-time out-of-sea brand is very challenging; In the process of "playing strange upgrade" and stepping into the camp, a unique path has been explored.

In this regard, the director of color marketing He Jicai shared three experiences: First, in-depth study of the popularity of overseas markets, consumer groups, content heat, to find trends;

On-site experts suggest that the next 3-5 years is the window for Chinese brands to sea. "On the one hand, now is the period of major adjustment of the international economic and trade pattern, enterprises have the opportunity to participate in the remodeling of the industrial structure, on the other hand, after many years of development, with the strengthening of manufacturing capacity, supply chain capacity, logistics storage capacity, as well as cultural self-confidence, makeup out to sea is a very good period." Peng Wei, executive director of the Guangdong Provincial Institute of Institutional Reform, said.

Along the path that some pioneer brands have taken, Hu Yumao, a senior researcher at the Digital Economy think tank, suggested that the new generation of national brands went to sea, and that digital empowerment was the most effective means to enhance the competitiveness of the sea. "Due to the impact of the outbreak, some foreign industries have not yet recovered, the next 3-5 years is a good opportunity for Chinese brands to enter overseas markets, especially makeup brands, international consumers are more receptive to products with cultural characteristics." Digitalization, he says, empowers the makeup industry in research and development, design, production, supply chain, marketing, channels, and more. At present, the digital layout of the brand is more in the last two links, but the rapid elimination of the industry market changes quickly, in addition to marketing and channel digitization, but also through digital, rapid follow the market changes, to achieve flexible production.

In addition to digital and other technical means, because the global competition in product quality competition, increasingly manifested as brand connotation of the competition, so cultural soft power can not be ignored. In Peng's view, the national brand needs creativity, culture, but also the ability to speak in international language. He suggested that Chinese brands need to develop professional cross-cultural teams to engage with partners from different cultural backgrounds, and that consumers from different cultural backgrounds should be effectively and accurately communicated. "From the 'Chinese makeup' popular worldwide, you can see that 'Made in China' is now on the stage of direct competition with the first-line brands, the next, the national brand more to sink their hearts to shape the cultural value of the brand."