News has opinions and industry insights ｜ How can false eyelashes ＂tilt＂ the local economy to achieve high-quality development？
Beijing, China, December 23 (Reporter Yang Chang, Wang Xian, Wang Wei) According to China Voice "News with Views" of China Central Radio and Television General Station, an ordinary northern city supplies 70% of the world’s false eyelashes, with a market value as high as 10 billion yuan. This place is Pingdu, Shandong Province. There are 3,895 false eyelashes enterprises and more than 20,000 processing points, producing more than 3,000 false eyelashes of different styles and categories, and it is known as the "False Eyelashes Capital of China". When beauty has become the choice of more and more people, what changes have taken place in the economy where false eyelashes are "fanned"? Can it become a textbook for industrial development in other places? How to "jump" the local economy to achieve high-quality development? China Voice "News with Views" of China Central Radio and Television Station specially planned "Industry Insight", and talked with Wang Haibo, general manager of a false eyelash handicraft company in Qingdao, and Han Songming, executive president and secretary general of pingdu city Beauty Eyelash Association, to take you in-depth understanding of the development process of Pingdu false eyelash industry and explore the future innovation and upgrading path of false eyelash industry.
Wang Haibo (Photo courtesy of the respondent)
Han Songming (Photo courtesy of the interviewee)
Good eyelashes are made flat.
How did Pingdu’s false eyelashes industry come along?
The "Double 12" shopping festival just past brought the peak season of the beauty industry, and also greatly increased the production and sales of false eyelashes. Wang Haibo, general manager of a false eyelash handicraft co., Ltd. in Qingdao, said that before the "Double 12", workers had been working overtime to produce, and during this period, they continued to stock up for the next shopping festival. He introduced that the birth of a pair of false eyelashes needs at least 7-8 production links to reach consumers.
False eyelash products (photo courtesy of respondents)
Han Songming, Executive President of pingdu city Beauty Eyelash Association, combed and introduced the development history of Pingdu false eyelashes industry. He pointed out that Pingdu false eyelashes industry is mostly distributed in Changle Village, Dazeshan Town, and has experienced exponential explosive growth since its development in the 1970s. In the past, 60%-70% of the products were exported abroad. With the improvement of people’s living standards in China, after 2015, the domestic false eyelashes market has been gradually developed, the product output has continued to grow, and the styles have gradually enriched. Today, the false eyelash industry in Pingdu has become a local characteristic industry to enrich the people, absorbing a large number of rural surplus labor, especially rural women’s labor. This not only increased the income of villagers, but also made the beauty eyelash industry develop rapidly like mushrooms after rain.
Wang Haibo is the "second generation" of the false eyelashes industry, and has a personal experience of the development and changes of the false eyelashes industry in Pingdu. He said that the fake eyelash industry in Pingdu is more standardized, mechanized and digital than the way that the previous generation used family workshops for OEM production. His company has a special R&D team focusing on the innovation and upgrading of false eyelashes products, and its production management is stricter and more institutionalized.
The domestic market has unlimited potential.
How to promote Pingdu’s "C-bit" industry to achieve a new upgrade?
"There are nearly 150 million young women born after 1995 in China." Han Songming said that there are huge market opportunities hidden in it. Women are increasingly pursuing health and beauty, and false eyelashes have made them more confident. Wang Haibo is also very optimistic about the development of the domestic market. He believes that there are huge consumer groups and strong consumption power in the domestic market, and people are increasingly pursuing the quality of life and beauty, and false eyelashes cater to this consumption trend.
Wang Haibo pointed out that at present, most local enterprises are still in the OEM stage, and the sales end is basically concentrated in southern cities. Han Songming visited nearly 2000 false eyelash enterprises. His research found that Pingdu’s false eyelash industry has a high similarity with Wenzhou’s leather shoes industry development model 30 years ago, which is basically a "front shop and back factory" model, with the "small, scattered and chaotic" problems of traditional industries, most of which are still in the processing stage, and the industrial chain construction is not complete. As the "C-bit" industry of Pingdu, how to turn the production advantage into the data advantage has become a necessary question to drive the Pingdu false eyelashes industry to achieve a new upgrade.
In order to promote the transformation and upgrading of eyelash industry, under the impetus of government departments, pingdu city organized the establishment of Beauty Eyelash Association to further standardize the market order and lead the eyelash industry to accelerate the transformation to brand, digitalization and agglomeration. At present, it has absorbed nearly 100 enterprises of different sizes. Han Songming believes that with a good industrial foundation and policy support, a series of measures such as establishing industrial associations and building industrial parks will greatly promote the transformation and upgrading of Pingdu false eyelashes industry.
Technology empowers production, where should the false eyelash industry exert its strength?
From the perspective of raw material industry chain, Han Songming pointed out that the raw material of false eyelashes, chemical fiber drawing, contains high scientific and technological content. The price of high-end raw materials imported from South Korea is nearly 800,000/ton, and the price of domestic high-end materials reaches 200,000/ton, and the price of general quality ranges from 50,000 to 60,000/ton. He said that the particularity of wearing false eyelashes makes the products healthier and more environmentally friendly. At present, Pingdu has begun to invest in the construction of a beauty supporting industrial park, focusing on the production of raw materials for eyelashes. In the future, we will explore how to make environmentally friendly raw materials and realize the degradation of materials under the premise of satisfying the eyelashes’ senses.
In terms of intelligent manufacturing of false eyelashes, in 2022, Pingdu cooperated with the Robotics Research Institute of Zhejiang University to develop automation equipment, jointly build intelligent manufacturing and digital workshops, and improve production efficiency with the automation mode of man-machine combination. At the same time, the Ministry of Industry and Information Technology issued the production standards of wig and false eyelashes related industries, making false eyelashes products more friendly and safer.
Wang Haibo said that the profit of false eyelashes is not high, and the labor cost accounts for the vast majority of the cost of false eyelashes. Intelligent manufacturing can indeed effectively reduce the production labor cost. However, he believes that false eyelashes, as a special beauty product, are not standardized mold production, and the demand for labor is very large. The core link of its production still needs to adhere to pure hand-making, in order to give products more flexibility and variability, so as to maintain beautiful characteristics.
Han Songming also said that digital production does not mean a reduction in labor demand. Beauty and eyelash industry has always been a labor-intensive industry. Since 2015, the false eyelash industry has a compound annual growth rate of more than 50%, which is a rare sunrise industry in the beauty category. With the development of the whole industry, the demand for labor production and processing will only increase, which will only create more jobs and let more people live a good life.
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