美麗的牽手

“我們對(duì)中東歐商品很有信心，”寧波帝加唯達(dá)股份有限公司總經(jīng)理陳薏看準(zhǔn)了中東歐美妝產(chǎn)品在國(guó)內(nèi)市場(chǎng)的新商機(jī)。

“優(yōu)質(zhì)、平價(jià)，這是中東歐商品最明顯的特點(diǎn)，也是最大的魅力。中國(guó)—中東歐國(guó)家博覽會(huì)這個(gè)國(guó)家級(jí)展會(huì)，是中東歐商品展現(xiàn)的最佳平臺(tái)?！标愞舱f，隨著對(duì)中東歐國(guó)家的了解越來越深入，同時(shí)又熟悉掌握國(guó)內(nèi)消費(fèi)市場(chǎng)的瞬息變化，她和丈夫張榮靈敏地嗅到了國(guó)內(nèi)美妝市場(chǎng)的新商機(jī)。

“中東歐國(guó)家的美妝個(gè)護(hù)產(chǎn)品具有優(yōu)良的品質(zhì)和卓越的性價(jià)比。比如保加利亞，全球1/3的玫瑰原料產(chǎn)于此，獨(dú)有的大馬士革玫瑰更是能制作出優(yōu)質(zhì)的衍生產(chǎn)品。我們此前的預(yù)判就是，美妝個(gè)護(hù)產(chǎn)品可以成為中東歐商品拓展中國(guó)市場(chǎng)的重要領(lǐng)域之一。”陳薏說。

陳薏接著回憶說：“早在2014年的時(shí)候，我就接觸過保加利亞的國(guó)寶級(jí)品牌BIOFRESH，但是因?yàn)楫?dāng)時(shí)的地區(qū)代理引入的產(chǎn)品太少了，所以我只體驗(yàn)了有限的幾個(gè)產(chǎn)品。但是產(chǎn)品的品質(zhì)讓我印象深刻、念念不忘。所以中間幾次想要聯(lián)系品牌，無奈因各種原因一直沒有和品牌方對(duì)接上?！?/p>

一條路遇阻，沒有妨礙陳薏繼續(xù)在這個(gè)方向上奔跑的決心。憑著自己的判斷，2018年，陳薏率先與東歐美妝護(hù)膚品銷量第一的羅馬尼亞國(guó)寶級(jí)品牌GEROVITAL合作，成為大中華區(qū)總代理。

“2017年前后，國(guó)內(nèi)美妝消費(fèi)、女性消費(fèi)都出現(xiàn)了明顯上升的趨勢(shì)。GEROVITAL主打的就是抗衰老，產(chǎn)品成分本身又非常簡(jiǎn)單、安全，我們判斷這類產(chǎn)品在國(guó)內(nèi)有巨大的市場(chǎng)。”陳薏坦言自己當(dāng)時(shí)的想法。

在代理GEROVITAL的過程中，市場(chǎng)反饋?zhàn)糇C了陳薏的預(yù)判?！懊缞y產(chǎn)品的最大優(yōu)勢(shì)，就是復(fù)購(gòu)率高。消費(fèi)者第一次可能只是購(gòu)買一瓶爽膚水，但是使用體驗(yàn)好，她后續(xù)就可能會(huì)買一整套產(chǎn)品。而中東歐美妝產(chǎn)品普遍有平價(jià)優(yōu)勢(shì)，這就降低了購(gòu)買門檻、提高了新客獲取率。另一方面，美妝本身是消耗品，3個(gè)月左右就會(huì)產(chǎn)生一次復(fù)購(gòu)，這樣循環(huán)往復(fù)的購(gòu)買量都是復(fù)購(gòu)效應(yīng)?！?/p>

與此同時(shí)，陳薏沒有放棄繼續(xù)尋求與BIOFRESH的合作對(duì)接，終于在2020年一次偶然的機(jī)會(huì)，與該品牌取得了聯(lián)系。

“在真正對(duì)這個(gè)品牌的產(chǎn)品線有了進(jìn)一步的了解后，我更興奮了。這是一個(gè)已經(jīng)非常成熟的國(guó)寶級(jí)品牌，無論是產(chǎn)品原料、產(chǎn)品成分、制作工藝，都有可靠的保證，也非常契合目前國(guó)內(nèi)消費(fèi)者的美妝需求。”

在去年拿到該品牌的全國(guó)代理后，陳薏開始著手化妝品備案、備貨等?！熬褪菫榱嗽诮衲甑闹袞|歐博覽會(huì)這樣的國(guó)家級(jí)平臺(tái)上，能夠讓保加利亞美妝產(chǎn)品嶄露頭角?！?/p>

接受采訪時(shí)，陳薏在中東歐博覽會(huì)常年館中的特色商品館正在加緊升級(jí)裝修，調(diào)整展品展示，全力迎接第二屆中國(guó)—中東歐國(guó)家博覽會(huì)?！叭碌某尸F(xiàn)一定會(huì)非常漂亮！我們對(duì)中東歐商品很有信心！”

A “Beautiful” Partnership

“We are very confident about products from Central and Eastern Europe，” said Chen Yi， general manager of Ningbo Dijia Vida Trading Co. Ltd.， who had long spotted the business potential of beauty products from Central and Eastern Europe. “High quality and low prices are the hallmarks and biggest advantages of these products and the China-CEEC Expo simply serves as the best platform to showcase these CEEC products.” As she got to know more and more about CEEC and became familiar with the changes of the Chinese market， Chen and her husband Zhang Rong saw the new business opportunities afforded by CEECs beauty products in China.

“For example， one third of the worlds roses used as raw materials for cosmetic products come from Bulgaria， and its unique Damascus roses can also be used for high-quality derivative products，” said Chen. “In fact， back in 2014， I already tried some products from Biofresh， a top brand in Bulgaria. Deeply impressed， I tried to be in touch with the company to sell their products in China， but， for various reasons， have not been successful （until recently）.”

Chen Yi wasnt deterred. In 2018， Chens company was the first in China to cooperate with Gerovital， a national brand from Romania and a top seller of cosmetics and skincare products in Eastern Europe， and became Gerovitals general agent in Greater China.

“Around 2017， consumption of beauty products in China saw a significant uptick，” Chen recalled. “As Gerovital focuses on anti-aging， and the product itself is very simple and safe， we believed there is a huge market for this kind of products in China.”

Market feedback confirmed Ms. Chens judgment. “A consumer may buy one bottle of toner the first time， but if she has a good experience with it， she may buy the whole set of the products. Beauty products from CEEC are comparatively cheaper， which means more potential customers. On the other hand， beauty products are consumables， which customers purchase every three months or so， which means higher sales volume.”

At the same time， Chen Yi did not give up on seeking cooperation with Biofresh. Ultimately in 2020， she secured the distribution rights for Biofresh through a chance opportunity. “We are full of confidence for CEEC products！”