Hou Juncheng: Pathfinder Chinese Beauty "Sales Out to Sea"

China News Service, Hangzhou, September 11th, title: Hou Juncheng: Exploring China's beauty "set sail"

Author Chai Yanfei Xi Jinyan Wu Yong

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“Once upon a time, we all looked up at those foreign brands and felt that the moon abroad was particularly round; now, especially after experiencing the epidemic, more and more domestic cosmetics have entered the public eye.” Hou Juncheng, founder of the Chinese cosmetics brand "Polaiya", said frankly, Behind the counterattack of domestic beauty makeup, heralds a new era is coming.

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Nowadays, he acts as the “shop second” of China's beauty town, and with a sincere heart, he works with the government to build a new and world-class Chinese cosmetics industry gathering place and promote the "competition" of Chinese beauty. global stage.

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Proya goes public.

Interviewee provides

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Stepping out of the mountains to achieve China's beauty benchmarking enterprise

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In the glamorous cosmetics industry, Hou Juncheng's story is more inspirational.

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In the 1980s, Hou Juncheng, who was born in Dajing Town, Yueqing, Wenzhou, followed his brother-in-law to learn auto repair technology, and set up an auto repair factory a few years later, earning his first pot of gold in entrepreneurship.

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At that time, the lady's husband dealing in cosmetics found that the goods were all from Yiwu, and Hou Jun "sniffed" the business opportunities in it, and after handling the business of the auto repair factory, he went to Yiwu.

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Relying on honesty and pragmatism, Hou Juncheng quickly ranks among the forefront of Yiwu cosmetics wholesale.

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At that time, with the improvement of the living standards of the Chinese people, the demand for the cosmetics market rapidly increased, and the keen Hou Juncheng began to plan to create his own brand.

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In 1999, Hou Juncheng moved to Hangzhou, looking for talents who really understand R&D and production, and systematically learning about cosmetics production and sales.

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In 2003, Hou Juncheng and his brother-in-law Fang Yuyou created the Proya brand.

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Facing the stratum surrounded by many foreign brands in the market, Proya decided to take a different approach, placing the main battlefield in the third and fourth-tier cities and township markets, and embarking on a differentiated development route.

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“Initially choosing third- and fourth-tier cities for development is also a helpless move. For the same product, foreign brands are two to three times more expensive than ours, and the profit is very high. And our product prices are relatively low, and the profit is not so high. Therefore, If we want to enter the counters of large shopping malls in first- and second-tier cities, the cost is very high." Hou Juncheng admitted frankly.

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At that time, Hou Juncheng was thinking more about "how to survive." "After all, the cosmetics industry is under huge competitive pressure, facing the reality of either growing by itself or being eaten by capital."

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In fact, during the development of Proya, many overseas venture capital institutions had wanted to buy, but Hou Juncheng rejected them all.

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Facing the temptation of capital, he was firm in his belief, "What we want to do is China's Proya, and even the world's Proya."

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China's beauty town.

Interviewee provides

Practicing "beautiful cause" with dreams as horses

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In 2017, after a long and bumpy road, Proya successfully went public and put Hou Juncheng in the spotlight.

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However, at the peak of his life, he chose to devote more time and energy to the beauty town of Wuxing in Huzhou.

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Thousands of years ago, Daixi, where the beauty town is located, was once the famous producing area of Begonia flowers in the south of the Yangtze River.

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By chance, Hou Juncheng came to Daixi and was attracted by the scenery here, and thought it was very suitable for establishing a cosmetics production base.

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In April 2009, Proya officially started production here.

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In May 2015, under the spring breeze of Zhejiang Province's efforts to build the "eight trillion-level" industries and the construction of characteristic towns, Hou Juncheng came out with an idea: whether it is possible to build a beauty town and gather a group of like-minded people. People, work together to cultivate the "beautiful cause"?

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"Industry flourishes, enterprise flourishes." Hou Juncheng believes that the development of the industry requires win-win cooperation rather than zero-sum competition.

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He hopes to build a brand new, world-class Chinese cosmetics industry cluster, drive high-quality development with scientific and technological innovation, comprehensively improve the development level of China's cosmetics industry, and achieve common progress.

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Since 2015, Hou Juncheng has one more identity-General Counsel of the Management Committee of China Beauty Town.

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Every year, Hou Juncheng spends a lot of time leading his team to promote beauty towns around the world and carry out investment promotion work.

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Through joint efforts with the local government, Hou Juncheng led the beauty town team to sign friendly strategic agreements with government agencies and industry associations in 29 countries including France, Italy, and South Korea.

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Up to now, the town has introduced 190 enterprises and has become one of the three largest cosmetics gathering centers in the country.

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“In the past, Daixi was a remote mountainous area. Now our beauty town is going abroad to participate in the exhibition.” According to the relevant person in charge of Daixi Town, from a company leading an industry, an industry driving a small town, and then a small town for benefit For the common people, Daixi has truly realized the growth of the beauty industry from scratch, and the goal of the industry's prosperity and common prosperity.

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At present, the contribution rate of the beauty industry to the finance of Daixi Town has exceeded 60%.

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The International Rose Culture Festival held in the beauty town of China.

Interviewee provides

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"Sailing to sea" dream world beauty stage

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A ray of fragrance moisturizes the face, and also illuminates the eager hope of the people.

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"China is already one of the world's largest beauty consumer markets, but it lacks internationally influential national beauty brands." Hou Juncheng said frankly, hoping to empower the transformation and upgrading of China's beauty industry through the platform of Beauty Town .

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In fact, with the rapid growth of China's economy and the growth of the "Generation Z" consumer group, domestic beauty products are rising with an unstoppable momentum.

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In recent years, Chinese beauty companies, represented by Proya, have actively embraced internationalization on the one hand, relying on talent empowerment and technological innovation to enhance product competitiveness; on the other hand, they have borrowed from the trend of the country to draw nutrients from traditional culture and find creative inspiration. Hands work together to pursue the dream world beauty stage.

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The reporter learned that in order to enhance international competitiveness, Proya has carried out a number of in-depth technologies with French marine biotechnology expert CODIF, French national seaweed research institution CEVA, and global cosmetics industry raw material giants BASF, DSM, and LIPOTRUE SL in Spain. Cooperation to build a moat in scientific research, supply chain, equipment, raw materials, and talents.

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As of June 2021, Proya has 82 national authorized invention patents and 32 utility model patents, leading the domestic industry; participated in the formulation of 9 national standards, 3 industry standards, and 11 group standards; and was approved to establish a post-doctoral research station , Many projects won Zhejiang Science and Technology Progress Award.

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From a corner to the overall situation, from OEM to brand creation, more and more Chinese beauty companies are no longer "follow the trend". They strive to innovate, carry the revival of the national beauty and fashion industry, and leverage the global cosmetics landscape. Change.

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Especially under the impact of the epidemic, Chinese beauty companies have used the Internet, social e-commerce, and live broadcast e-commerce to "turn up against the wind."

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The road to the rise of domestic beauty cosmetics has taken shape, and it has attracted more and more international cosmetics upstream and downstream companies to "grab the beach", and the beauty town has become a favorable bridge and platform.

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Aiming at the high-precision trend of Chinese beauty brands, YONWOO, the largest packaging material company in South Korea, settled in the beauty town in 2016 and has now formed a production capacity of 12 million sets of cosmetic containers and accessories.

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"The Chinese cosmetics market has unlimited development prospects and vigorous vitality. The Chinese market has also been providing a stage for our development with a friendly, open, and tolerant cooperative attitude." said Wu Jinpei, general manager of Huzhou Yanyu, and will continue to be deeply involved in Chinese beauty in the future. The cosmetics industry transforms and upgrades and shares opportunities in the Chinese market.

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The tide of the times is surging, and changes and opportunities are coming together. Hou Juncheng said frankly that at the moment when the country vigorously supports the development of domestic products and advocates dual-cycle, beauty and domestic products have already taken the lead, and will inevitably release greater vitality from now on, and then make a fortune in the international market competition. (over)

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Source: chinanews