Can Ya-man Disrupt China’s At-Home Beauty Device Market? - Jing Daily

Overview

Ya-man, a high-end Japanese quality instrumentality marque with prices averaging $400 (RMB 3,000), precocious launched a branding run successful concern with Chinese media accumulation location XinShiXiang. The five-minute abbreviated video nether the taxable of “Beauty With Various Definitions” featured marque ambassador Yu Feihong, KOL Qian Hui, and dermatology adept Dr. Li Jialun. They explained their respective knowing of quality and encouraged viewers to research the diverseness of beauty. 

Netizens’ Reaction

The run video attracted implicit 13 cardinal views connected Weibo wrong 1 week acknowledgment to Yu Feihong’s endorsement. Ya-man alsol created a Weibo run hashtag encouraging users to stock their ideas connected what defines beauty, which drove 81 cardinal views arsenic of publication. 

Though promoting diverseness and inclusion is thing caller successful the quality and manner market, it marks a immense measurement for quality instrumentality brands. Typically, players successful this assemblage enactment much effort into sales-driven selling tactics successful China, specified arsenic highlighting the functions and effectiveness of their products. Ya-man is among the archetypal to put successful consolidating its marque civilization and conveying its values to section quality enthusiasts.

Verdict

China has seen a surge of quality gadgets with technologies similar ultrasonic, magnetic misting, and LED. In fact, the size of China’s at-home quality instrumentality marketplace reached $1.38 cardinal (10 cardinal RMB) successful 2021, according to probe steadfast Qianzhan. This maturation has not lone been driven by evolving technologies but besides consumers’ expanding consciousness and request for these products since the COVID-19 pandemic. 

In the epoch of the “beauty economy,” Chinese consumers are consenting to wage for their appearance. Based connected a survey astir home-use quality devices, the mean spending connected skincare per 4th is $138 (1,000 RMB), and 14 percent of respondents said they walk much than $415 (3,000 RMB) connected these gadgets each quarter. In particular, middle-aged radical person a greater willingness to put successful products with anti-aging effects.

Given this ever-growing request for self-care among section shoppers, Ya-man has maintained a starring presumption successful the market. In the quality instrumentality category, the marque ranked archetypal successful income connected Tmall and JD.com for six consecutive years and 4 consecutive years, respectively, during the yearly Double-11 Festival. Still, contention is fierce arsenic much homegrown names similar Flossom and Amiro emerge. As such, successful summation to collaborating with KOLs and KOCs to amended consumers astir the functions of assorted products, communicating marque values is captious for creating differentiation.