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　　[car home New Car Launch] On August 29th, 2021 Chengdu Auto Show was officially opened. There were many heavy models at this auto show, including a new generation of mercedes benz c-class and BMW-modified X3. GAC Toyota (|), KIA Jiahua made in China, and the new commander; A new generation of Emgrand, Tank 400/500, Chuanqi brand-new GS8, BYD Dolphin, QQ ice cream and other new cars have brought you a visual feast. According to our statistics, the number of new cars on the first day of the opening of the auto show is nearly 150. Then, through this summary article, let’s review the new cars that were launched at this auto show and listed and pre-sold.

● Listing: Audi Q2L

　　On August 29th, Chengdu Auto Show officially opened. At this auto show, FAW-Volkswagen Audi officially announced its small SUV.The new Q2L is officially launched, and seven models (elegant and dynamic) are launched, with the price range of 228,800-251,600 yuan..

　　In the front face, Audi’s family-owned polygonal front grille is very recognizable, and the redesigned model has been redesigned for headlights and lamp cavities, with more emphasis on shaping the sense of technology. At the same time, the grille on both sides of the front face of the new car has also added silver decorative strips, which improves the overall exquisiteness.

　　In terms of body size, the length, width and height of the new car are 4257(4270)/1785/1547mm respectively, and the wheelbase is 2628 mm. At the same time, the new car will adopt a suspended roof design. At the same time, the sharp rim and the black guard at the side skirt can highlight the cross-border nature of the vehicle.

　　　In the rear part, the new car will adopt a design similar to that of the front enclosure at the rear enclosure, and the wide silver rear enclosure guard plate is quite eye-catching. At the same time, the two sides of the rear enclosure will adopt an opening design similar to that of the front enclosure, which can form a good echo.

　　　After entering the car, the new car as a whole still adopts the familiar design. Objectively speaking, the sense of science and technology of this set of interior design has no advantage in the current market. However, we can see that the details of the center console will be integrated with many silver designs, with a more outstanding metallic texture.

　　In addition, the new Q2L RS kit burning model will have Audi RS-exclusive car paint-Kaimola gray car paint, and at the same time, RS-style enclosure kit will be added, including front grille, front bumper, rear bumper and silver exterior rearview mirror. In addition, black grille and LOGO style are also available.

　　For the customized selection of Audi Q2LC column cover, the official will provide a variety of styles to choose from, and even show a personalized model with teddy bear as plug-in configuration.

　　In terms of power, the new car will be equipped with a 1.4T turbocharged four-cylinder engine of DJS produced by FAW-Volkswagen Automobile Co., Ltd., with a maximum power of 110 kW (150 HP) and a transmission system matched with a 7-speed dry dual-clutch gearbox.

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● Starting: New Audi Q2L YiBo Edition

　　At the Chengdu Auto Show, which opened on August 29th, the YiBo version of the new Audi Q2L was officially released. The new car was based on the new Audi Q2L, and YiBo’s name and signature were added to the C-pillar.

　　In the front face, the new car still uses Audi’s family-owned polygonal front grille, and the new model has been redesigned for headlights and lamp cavities, with more emphasis on shaping the sense of technology. At the same time, the grille on both sides of the front face of the new car has also added silver decorative strips, which improves the overall exquisiteness. In terms of body size, its length, width and height are 4257(4270)/1785/1547mm respectively, and its wheelbase is 2628 mm..

　　On the side of the car body, the new car will adopt a suspended roof design, and the sharp rims and black guards equipped at the side skirts can highlight the cross-border nature of the vehicle. YiBo’s exclusive signature at the C-pillar position is also the biggest highlight of the new car. In the rear part, the new car will adopt a design similar to that of the front enclosure at the rear enclosure, and the wide silver rear enclosure guard plate is quite eye-catching. Both sides of the rear enclosure will adopt an opening design similar to that of the front enclosure, which can form a good echo.

　　In terms of power, the new car will continue to be equipped with a 1.4T turbocharged four-cylinder engine with a maximum power of 110 kW (150 HP), and the transmission system is matched with a 7-speed dry dual-clutch gearbox.

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● Listing: 2021 Mercedes-Benz S-Class

　　At the 2021 Chengdu Auto Show, Mercedes-Benz officially announced that the 2021 Mercedes-Benz S-Class was launched.At this auto show, the 2021 S-class sedan with S 400 L business model, S 400 L luxury model, S 450 L, S 450 L 4MATIC, S 500 L 4MATIC, a total of five model years were heavily listed.The manufacturer’s suggested retail price range is RMB 917,800-1,838,800.

　　Starting from the current Mercedes-Benz CLS, Mercedes-Benz has opened a brand-new design language-long and narrow wedge headlights, triangular taillights and concave polygonal mesh, but it is also from this day that the spit on the appearance of Mercedes-Benz models followed. Obviously, the new generation of S-class continues this design, which makes people have different opinions on the new style of S-class.

　　Compared with the appearance of "show others", Mercedes-Benz has made more efforts in the interior of "show yourself", which has also been shown in the Maibakh S-class released in advance. The overall design idea of the new S-class interior comes from the manufacturing concept of luxury yachts. The center console uses a layered design to accommodate the huge AR-HUD head-up display system, full LCD instrument panel and 12.8-inch OLED central control multimedia touch screen.

　　The 2021 S-class sedan will cover almost all models with more luxury and intelligent configuration, showing a more outstanding luxury flagship style. The whole system comes standard with a 12.8-inch touchable OLED central display, which not only makes the picture quality clearer and brighter, but also makes the operation experience more sensitive and smooth. The models of S 450 L and above are equipped with the rear seat belt delivery device. When the passengers sit in the rear seat and close the door, they don’t need to turn their bodies, and the car will automatically hand over the seat belt, welcoming them to the seat with a safe ceremony. In addition, the S 500 L 4MATIC also comes standard with an "intelligent induction assistant" that supports front and rear row body language recognition, an adaptive rear lighting system that can adjust the lighting position, brightness and color temperature in the car, and rear comfort components, etc., to upgrade the exclusive experience to a higher level.

　　　In terms of power, the new car has some changes compared with the previously listed models. The S450 and S400 models have been replaced by a combination of 2.5T+ISG(48V), while the S500 has not changed, and it is still equipped with a 3.0T engine. In terms of transmission, the new cars are matched with 9-speed automatic manual transmission.

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●　Listing:The new Mercedes-Maibakh S 580 4MATIC.

　　At the Chengdu Auto Show, which opened on August 29th, the brand-new Mercedes-Maibakh S 580 4MATIC made its official debut.The official price of the new car is 2.388 million yuan.. The new car will be equipped with a light mixing system composed of a 4.0T twin-turbocharged V8 engine code M176 and a 48V motor, and its 0-100km/h acceleration takes only 4.8 seconds.

　　In terms of appearance, the new car basically completely continues the brand-new Maibakh S 480 (sold for 1.468 million yuan) which was listed at the Shanghai Auto Show, adopts a brand-new Maibakh-exclusive mid-net design, and has Maibakh’s exclusive double M logo on the C-pillar. However, it is a pity that the two-color body still does not appear on the Maibakh S 580. In addition, the rim also adopts a multi-spoke style instead of the familiar "pie" rim, which has a very strong gas field.

　　In terms of interior, the new car is still made of luxurious materials, and the 12.3-inch full LCD instrument and 12.8-inch touch screen are no longer so dazzling. A large number of Nappa leather packages and Burmester’s 4D surround sound system may be the configurations that car owners are more concerned about. In addition, overseas models will provide a four-seat layout, and two exclusive aviation seats will bring a more luxurious ride experience. It is not known whether the imported domestic version can provide this configuration in the future.

　　In terms of power, Mercedes-Maibakh S 580 4MATIC will be equipped with a micro-hybrid powertrain with a 4.0T twin-turbo V8 engine code-named M176 and a 48V motor, which is the only model equipped with a V8 engine among the new generation S-class models in Maibakh. The engine has a maximum power of 503 HP and a peak torque of 700 Nm. The 48V motor provides an additional maximum power of 20 HP and a peak torque of 180 Nm, which makes the 0-100km/h acceleration of the new car only take 4.8 seconds. In terms of transmission, it will match a 9-speed automatic manual transmission and a 4MATIC four-wheel drive system.

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● Listing: brand new mercedes benz c class.

　　On August 27th, the brand-new mercedes benz c class was officially launched, and the new car.A total of four models were launched.,The price range is 325,200-369,200 yuan.. It is worth mentioning that the car was also unveiled at the Chengdu Auto Show.

　　In terms of appearance, the new car still offers two design styles. The "big standard" model adopts an inverted trapezoidal air intake grille with a single chrome decoration, and incorporates some AMG-style styles in the front enclosure; On the other hand, the "Billboard" model adopts polygonal air intake grille with multi-banner chrome decoration, which is also the exclusive appearance style of China market. The headlights of the new car are more sharp in shape, and the interior is also equipped with eagle-hook LED daytime running lights, which increases its recognition during the day.

　　When you come to the side, the through waistline on the side of the car body is matched with the raised rib line under the door, which makes the visual effect of the new car look muscular. In terms of body size, the new domestic mercedes benz c Class will only provide long-axis models, with the specific length, width and height of 4882/1820/1461mm and the wheelbase of 2954mm respectively. In addition, the new car will also provide the exclusive body color, rim modeling and long wheelbase logo for China market.

　　In terms of the rear end, we can see that the shape of the taillight of the new car has changed obviously, and it has been replaced with a family-style triangular design, which looks very sharp. The overall shape of the rear enclosure is in the same strain as that of the front enclosure. In addition, the layout of two exhaust outlets and the shape of the diffuser are preserved, which enhances the sense of movement of the rear.

　　Coming into the car, the design style similar to Mercedes-Benz S-Class is very eye-catching. The new car will be equipped with a 12.3-inch full LCD digital instrument and an 11.9-inch central control panel as standard. If you look closely at the angle of the central control panel, it will be tilted to the driver by 6 degrees for easy operation. In addition, the brand-new three-spoke multi-function steering wheel also smells like Mercedes-Benz S-class, which enhances the aura of the brand-new mercedes benz c-class.

　　The second-generation MBUX human-computer interaction system is embedded in the central control panel, which has been improved in application and intelligence, and has been localized and upgraded for the China market. It has multi-dimensional interaction function and supports smart home interconnection such as JD.COM/Midea, and also supports OTA upgrade and so on. In terms of configuration, the new car will be equipped with Burmester 3D sound system, intelligent four-zone air conditioning, fragrance system, comfortable headrest, enhanced driver assistance and intelligent parking.

　　In terms of power, the new car will be equipped with a brand-new M254(1.5T) engine, and there are two kinds of adjustments for high and low power, of which the high-power version of the 1.5T engine has a maximum power of 150kW(204 HP) and a maximum torque of 300N·m；; The low-power version of the 1.5T engine has a maximum power of 125kW(170 HP) and a maximum torque of 250 N m.. In addition, the new car will be equipped with 48V motor (ISG), which can provide an additional maximum power of 15kW and a maximum torque of 200 N m.. Matching it is a 9-speed automatic manual transmission with rear-wheel drive, and it is expected that a model equipped with 4MATIC four-wheel drive will be launched later.

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● Starting: Mercedes-Benz V-Class

　　On August 29th, 2021 Chengdu Auto Show opened, and 2021 Mercedes-Benz V-Class models were officially unveiled. The overall shape of the new car continues the design of the current model, and only the details have been upgraded. On the basis of the original V 260 Pilot Edition, V 260 Premium Edition and V 260 L Long-wheelbase Deluxe Edition, the 2021 V-Class has added the V 260 L Long-wheelbase Premium Edition to expand its family lineup to four models.

　　In terms of appearance, there is little difference between the current models of the new car. The front of the car uses a point grille and is surrounded by double chrome trim pieces. The 19-inch rim is the latest style, and the visual effect of the flat shape is slightly different, and chrome trim is added to the side skirt to enrich the details.

　　The interior part has not been greatly upgraded. It is worth noting that the car was upgraded in the middle of 2020, focusing on upgrading the interior space. The light brown peacock wood decorative pieces in the car are matched with DINAMICA roof lining and Malone brown ARTICO leather, which are exactly the same as those of Maibakh S-class cars, showing noble temperament and personality.

　　In terms of seats, the second row of luxury electric single seats is wrapped in ARTICO leather to provide better seat support; The lengthened seat armrest is more comfortable, and the new cup holder and mobile phone tray also add points to the details; Luxury headrest, leg rest and foot rest also have the functions of heating, ventilation and massage. The new wooden decorative strips at the rear of the front seats echo the whole vehicle, and the added ambient lights at the rear of the seats also help to enhance the riding experience. The brand logo projection lights up the boarding area with the star emblem light and shadow to upgrade the luxury experience; At the same time, it is equipped with digital interior rearview mirror to ensure clear vision and improve driving safety.

　　In terms of power, referring to the current model, it is equipped with a combination of 9-speed automatic transmission (9G-TRONIC) independently developed by Mercedes-Benz and a 2.0T gasoline engine, with a maximum power of 211 HP and a peak torque of 350 Nm. In addition, the new generation V-class is equipped with air suspension system (AIRMATIC), which further improves the driving comfort of the vehicle and provides a more luxurious driving experience.

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● Listing: New Mercedes-AMG　A 35 L 4MATIC blazing night special edition

　　On the Media Day of Chengdu Auto Show in 2021, the new Mercedes -AMG A 35 L 4MATIC blazing night special edition was launched. As a modified and special edition model, the new car has made changes in appearance details, making it more dynamic.At the same time, the official also announced the price of the car, which was 439,800 yuan.

　　From the photos taken at the scene, the overall style of the vehicle remains the same, but the unique body color matching is adopted, and red painting is added to the hood and the side of the car for decoration, which adds a sense of movement to the vehicle.

　　The side of the car is still familiar to us. The tires are designed with blackening, and the slim red decoration is also incorporated, which further highlights the meaning of "blazing night special edition". The tail shape is more exquisite, and it is matched with the exhaust from both sides to create a better dynamic effect.

　　In terms of interior, it adopts the steering wheel style common to AMG family, creating a stronger sporty atmosphere. In addition, the suspended display screen and the iconic air outlet design of the air conditioner create a very strong luxury atmosphere. In terms of seats, orange trimmings are added to the seats inside the car, which is consistent with the color matching outside the car.

　　　In terms of power, the new car will continue to be equipped with a 2.0T turbocharged engine with a maximum power of 306 HP and a peak torque of 400 Nm. In terms of transmission, the 7-speed wet dual-clutch gearbox is matched with a 4MATIC four-wheel drive system.

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● Starting: Mercedes -AMG GLA 35 4MATIC

　　On August 29th, Chengdu Auto Show officially opened. At this auto show, Mercedes -AMG GLA 35 4MATIC with AMG performance suit made its debut in China. The new car has been upgraded in appearance to make it more sporty.

　　In terms of appearance, the special edition model adds a more combative appearance AMG performance suit compared with the ordinary GLA 35, and the paint color is also painted with matte mountain gray paint. The front grille is still polygonal with a straight waterfall-style middle net, and the front surrounding cooling openings on both sides are decorated with bright black frames and a set of small air knives are added on the outside.

　　The side of the car body, the exterior mirror shell of the new car and the decorative strips on the car body are all bright black. In addition, the front and rear fenders of the new car protrude from the car body to form a wide-body visual effect, and with the AMG-style wheels with dense spokes and large size, and the front-facing six-piston brake calipers, the sports attributes of the new car are increased a lot.

　　In the rear part, the new car is equipped with a large-size spoiler on the "GLA 45" model, the taillights are designed in a blackened style, and the rear enclosure is also decorated with a rear diffuser, while the exhaust layout is still a two-way style. However, the overall details make the sports attributes of the GLA35 model more obvious and no longer low-key.

　　In the interior part, there is little difference between the new car and the ordinary version. It is still a full LCD instrument panel and a three-spoke multi-function steering wheel. The central control multimedia display adopts a suspended design, and the central control is equipped with a large number of carbon fiber decorations and bright black panels, which highlights the movement without forgetting the luxurious texture.

　　In terms of power, the new car still uses a 2.0T turbocharged four-cylinder engine with a maximum power of 306 HP and a maximum torque of 400 Nm. The transmission system will be matched with an 8-speed dual-clutch gearbox, and the 0-100km/h acceleration time is 5.2 seconds. For more information about the new car, we will bring you more information at the auto show.

If online celebrity’s beauty cosmetics want to develop sustainably, it has to enter the real stage of industrialization, specialization and capitalization competition.

Online celebrity beauty brands, which are in the limelight, will eventually return to the essence of beauty business.

According to the latest news of new york Post, after American cosmetics retailer Ulta Beauty became the exclusive cooperative retailer of Kylie Cosmetics, a reality show star, in November last year, its sales in Ulta Beauty were not satisfactory. According to Rakuten, a website that tracks online shopping, about 60% of consumers who bought Kylie Cosmetics only bought the brand once from June 2016 to May 2019, and almost all consumers who tried to buy Kylie Cosmetics products in recent months had no repurchase plan.

Rakuten, a subsidiary of the Japanese Internet service company of the same name, has 1.5 million online consumption records. However, since Rakuten did not track the physical store of Ulta Beauty, the data only reflected the online sales of Kylie Cosmetics.

Kylie Cosmetics’ revenue peaked in November 2016, the year after the first product was launched. The Kyshadow suit sold out quickly in less than 60 seconds when it debuted in August 2016. In February 2016, the lipstick set released by Kylie Cosmetics was auctioned on eBay, and even ended the auction for $225, which is almost 10 times the original price of $29.

Kylie Cosmetics helped Kylie Jenner break through $1 billion.

According to the latest statistics of Forbes, with the great success of Kylie Cosmetics, Kylie Jenner has officially surpassed the founder of Facebook to become the youngest self-made billionaire in history, with assets exceeding $1 billion and officially joining the Billionaire Club.

However, the growth rate of Kylie Cosmetics has shown signs of slowing down recently. Last year, sales only increased by 9% to $360 million. The cooperation with Ulta Beauty was originally intended to further enhance the brand’s market share, but it seems that the situation is not as expected.

On the one hand, the overall beauty market in the United States is weak. According to the data released by NPD Group earlier, the sales of cosmetics in the first quarter of the United States decreased by 4% to 1.8 billion US dollars compared with the same period of last year. Estee Lauder Group also mentioned the economic slowdown in the United States in the latest quarter.

On the other hand, there are indications that after the short-term consumption boom, Kylie Cosmetics has to face the real brand management problems. According to Rakuten data, as of November 2018, the company’s online revenue has dropped by 62%. Some analysts believe that the decline in revenue is mainly due to the inability of Kylie Cosmetics to maintain customer loyalty and the continuous loss of consumers.

Recently, some consumers have begun to complain about poor customer service, refund policy and order confusion. Some consumers reported that they spent $250 on the website to buy products, and finally only received 7 of the 12 items, while Kylie Cosmetics customer service failed to handle complaints. Kylie Jenner’s suit for her mother Kris Jenner received a lot of 1-star negative comments on Ulta official website.

According to Rakuten, Kylie Cosmetics’ star lip glaze products are still strong, accounting for 69% of its sales, and its sales performance far exceeds other categories. From June 1, 2016 to May 31, 2019, the sales of Kylie Cosmetics lip products only decreased by 2.3%, while the sales of lipstick products in the US market decreased by 5.3% in the same period. But the performance of other categories is not satisfactory. Some complaints point to product quality problems, criticizing the color development and product texture of eye shadow tray, and consumers have mixed opinions on the brand’s latest skin care product line.

The cooperation between Kylie Cosmetics and Ulta Beauty was originally intended to further enhance the brand’s market share, but it seems that the situation is not as expected.

Some critics say that online celebrity’s beauty cosmetics may just be a gust of wind, which will soon lose power. Although many online celebrity beauty brands are thriving, it is still too early to draw this conclusion. However, people are well aware that traffic and topicality cannot support the long-term development of beauty brands.

With more and more full market competition, if online celebrity beauty brands want to develop sustainably, they will eventually enter the real stage of industrialization, specialization and capitalization competition. They will not only compete with online celebrity beauty brands for market share, but also have to compete with powerful traditional beauty brands.

According to a source quoted by The Wall Street Journal, the negotiation of beauty giant Coty Group’s plan to acquire a majority stake in Kylie Cosmetics for $600 million is still going on. In order to show its importance, the transaction was personally followed up by Chairman Peter Harf. Up to now, Coty Group and Kylie Cosmetics refused to respond to the news.

As early as 2017, buyers showed interest in Kylie Cosmetics and discussed with them how to reduce the brand’s dependence on the manufacturer Seed Beauty. According to a source, the case that a friend of the Kardashian family and the founder of the beauty brand Anastasia Beverly Hills sold his personal brand equity for $3 billion in 2018 provided a commercial reference for the Kardashian family.

With the increasingly fierce market competition, as millennials and Z-generation groups began to favor niche brands with higher cost performance and social media topics, the track of online celebrity beauty brands became very crowded. Huda Beauty, a personal beauty brand launched by beauty blogger Huda Kattan in 2013, has gained a large number of fans. Especially in China, due to the development of shopping sharing community and social media, Huda Beauty’s star eye shadow tray products still set off a wave among young consumers, even though it has not officially entered China.

However, Huda Beauty has not been spared from the quality control problem. Some consumers complained that the brand’s eye shadow tray was fluorescent or allergic. Although the product was labeled with the eye shadow tray "Not recommended for eyes", the label was hard to notice.

Fenty Beauty, launched by singer Rihanna, has always been regarded as a rival of Kylie Cosmetics, and fans of both sides often even set off a battle on platforms such as Instagram. Unlike beauty brands from grassroots beauty bloggers such as Huda Kattan, Rihanna and Kylie Jenner are both celebrities and have a high appeal on social media. Kylie Jenner has 140 million followers on Instagram, while Rihanna has 73.7 million.

In 2016, KENDO, a beauty incubator under LVMH Group, invested 10 million US dollars to help Rihanna launch Fenty Beauty.

The competition between the two brands is very tight. At the beginning of this year, Fenty Beauty expanded to skin care products almost at the same time as Kylie Cosmetics, and launched skin care products such as lip balm "Pro Kissr Balm" and lip scrub, which was regarded by the industry as a signal of its strength in the skin care market. In addition, Rihanna applied to the US Patent and Trademark Office for registration of Fenty Skin trademark at the beginning of this year. The application content includes soap, skin care and personal care products.

Different from Kylie Cosmetics’ single category, Fenty Beauty is more balanced in all categories. Behind this is the difference in "hard power" of R&D and production.

Kylie Cosmetics outsourced R&D and production to Spatz Laboratories, a subsidiary of Seed Beauty Group. This supplier is a typical private brand manufacturer, which has been providing cosmetics R&D, manufacturing and packaging services for various personal brands for a long time. It has factories in Ornard, California and China. In addition to Kylie Cosmetics, Seed Beauty also manufactures another amazing internet beauty brand, Colourpop, which currently has 5.9 million fans on Instagram. However, the brand is often criticized for its product quality, which makes the market question the quality control of Seed Beauty.

It can be said that the Seed Beauty behind Kylie Cosmetics is the fast fashion in the field of beauty. As online celebrity’s economy became more and more fierce, such manufacturers began to increase. From product design to production, it can take no more than one week at most. All the work processes of private brand manufacturers have ready-made models to keep abreast of the current beauty trends.

Judging from the capital background behind the two brands, Fenty Beauty is obviously better.

In 2016, KENDO, a beauty incubator under LVMH Group, invested 10 million US dollars to help Rihanna launch Fenty Beauty. KENDO was founded in 2010 by David Suliteanu, who was the CEO of Sephora Americas. Subsequently, KENDO became a brand independent of Sephora and joined the perfume and cosmetics department of LVMH Group. KENDO’s makeup business includes Kat Von D Beauty, Marc Jacobs Beauty, Formula X Nail, OleHenriksen and Bite Beauty.

Fenty Beauty is the third largest makeup project that KENDO is responsible for. The latter plays a key role in the development of Fenty Beauty business. It can not only provide high-quality R&D talents, but also have global distribution channels, which can reach the terminal sales even in the market without Sephora and other professional makeup retailers.

At present, Fenty Beauty has taken the lead in global expansion. Earlier, Fenty Beauty announced that it would land in the Asian market in September and sell it in Seoul and Jeju Island of South Korea, as well as Hong Kong and Macau of China. The main sales channels include DFS Global Duty Free Shop, Harvey Nichols, beautyavenue and lottedfs.

Although Fenty Beauty has not announced the specific time to enter the mainland market in China, according to the current movement rhythm of the brand in China, there may be an official announcement before the end of this year at the earliest. Fenty Beauty started to open official accounts of Sina Weibo, WeChat and Xiaohongshu in May this year, and completed the authentication of FentyBeautyOfficial in WeChat official account on July 2. The brand also announced Naomi, a singer who became famous for the variety show Creation 101, as the latest spokesperson, which reflected the brand’s determination to localize to some extent.

Fenty Beauty has successively opened social media accounts in China and announced singer Naomi as the latest spokesperson.

This week, Fenty Beauty is suspected of opening an overseas flagship store in Tmall. At present, no products have been released, and the number of fans has exceeded 18,000. According to the basic information of the store, the company name of the store is KENDO HONG KONG LIMITED, which is the incubator of Fenty Beauty.

Whether from R&D and production, marketing and public relations, or channel layout, Fenty Beauty has initially possessed the ability to compete with traditional beauty brands. This will also be the inevitable development direction of online celebrity beauty cosmetics in the future. From the perspective of the global beauty market, although online celebrity Beauty has had a short-term impact on traditional beauty brands with its excellent online marketing capabilities, the advantages of online celebrity Beauty brand have been weakened as traditional beauty brands have also started to use KOL marketing strategies in large quantities. However, the traditional beauty brands have accumulated a lot in the channel layout of the global market, which makes the new online celebrity beauty brands hard to match.

In recent years, traditional beauty giants have continuously acquired emerging brands to enhance their appeal to young consumers. In the past ten years, Estee Lauder Group has successfully ranked among the top four beauty retail giants in the world by acquiring emerging brands such as Becca and Too Faced. Earlier, it was reported that Estee Lauder Group intended to bid $1 billion for the luxury beauty brand of the same name founded by celebrity makeup artist Charlotte Tilbury. The brand focuses on star products such as lipstick and eye shadow. Its current annual sales are between $150 million and $200 million, and it was supported by venture capital firm Sequoia Capital in 2017.

In fact, not only traditional beauty brands have begun to regain consumers’ attention, but even luxury brands also want to share a piece of it.

In May this year, Gucci announced that it had fully entered the beauty market, and officially launched its first lipstick series in official website, which was headed by creative director Alessandro Michele. There were 58 products in this series. Different from the main competitors such as Chanel and DIOR, Gucci didn’t set foot in the cosmetics market for the first time until 2014. It was jointly launched by former creative director Frida Giannini and legendary makeup artist Pat McGrath. The series of products, including lipstick, eye shadow and foundation, were still on sale in the market after Frida Giannini left her job, but no new products were launched in the past two years, which was gradually concealed by the limelight of emerging brands such as Charlotte Tilbury.

Li Jiaqi, a well-known beauty blogger and "king of live broadcast", recently released a new Gucci lipstick series Rouge à Lèvres Voile Lipstick evaluation video in Sina Weibo, which attracted a lot of attention. Up to now, the video has been played 2.56 million times, with 17,645 likes, 890 reposts and 1,601 comments. According to the latest data of WeChat WeChat official account Madmen, the price of a single advertisement in Tik Tok, Li Jiaqi is as high as 950,000 yuan, which is a huge marketing budget that only a few luxury brands and beauty cosmetics giants can support.

The data shows that the price of a single advertisement in Tik Tok, Li Jiaqi is as high as 950,000 yuan.

In March of this year, the French luxury brand Hermes suddenly announced that it would fully enter the beauty market, and planned to launch beauty products on a large scale in 2020. In an interview with French media Le Monde, CEO Axel Dumas revealed that it is very necessary for brands to comprehensively lay out the cosmetics, perfume and personal care markets in order to enhance their competitiveness.

Burberry, whose performance has been sluggish in recent years, is also determined to regain its beauty business, and will take back the management right of the beauty business from Coty Group this year. After appointing Riccardo Tisici of Givenchy as the creative director at the beginning of last year, the brand has carried out a series of innovative measures, including launching a new monthly "B Series".

According to public information, in order to attract young consumers, Burberry added makeup business as early as 2010, and launched products such as lipstick, eye shadow and foundation, which were represented by Interparfums, a perfume manufacturer that had cooperated for more than 20 years, and then it was taken back in 2013 and handed over to Coty Group in 2015.

Although Burberry once thought that the annual income growth rate of its beauty business could reach 25%, and it aimed at the top ten luxury beauty brands in the world, the constant change of management rights made the brands unable to concentrate on making good products and failed to launch good product ideas and marketing strategies. Even within two years of Burberry’s own operation, the beauty business was the only sector in which the income declined.

Chanel, which has the most successful beauty business layout, spends a large amount of budget on the marketing of beauty business every year, and its product layout and promotion ideas have become more and more bold, and successively landed pop-up shop projects that young people like, such as "COCO CAFE" and "Miss COCO Game Hall". In August last year, Chanel took the lead in launching the men’s beauty series "Boy de CHANEL".

Although LVMH has never disclosed the specific sales figures of DIOR’s beauty business, industry insiders predict that the annual wholesale sales of the brand’s beauty department is about 2.5 billion euros, with perfume accounting for half, cosmetics accounting for about 30%, and skin care products accounting for about 20%. The largest markets are China, the United States, French, Japanese and British.

The specialty of beauty category is that it is highly tied to marketing, and the professionalism of products is basically linked to R&D investment. After the short-term fluctuation of beauty cosmetics in online celebrity, the market is returning to rationality. The "basic skills" of the beauty business have not changed, and the fight is still product professionalism and high-input marketing.

This means that if online celebrity beauty brands are not willing to cash out in the short term, it seems that there is only one way to rely on beauty giants.