Stabilizing "color", Laying out "function", and Focusing on "base makeup" - Judydoll Grasps the Unsolved Needs of Users

In the past couple of years, the cosmetics market has been undergoing a phase of involution, presenting a challenge, especially for relatively new brands striving to stay afloat. Media reports indicate that since 2023, nearly 10 domestic beauty brands have folded, mostly those established after 2016, riding the wave of new consumption trends.

The reasons for these closures are varied and real. Sales downturns, debt accumulation, crises in research and development, and design challenges have all contributed to the demise of these young brands.

Indeed, establishing a beauty brand isn't overly challenging, but sustaining it in the long term and ensuring its healthy growth pose significant difficulties. This challenge becomes even more pronounced when market trends wane, making it increasingly rare for a brand to maintain its position and profitability. However, amidst these challenges, Juyi Group stands out as a beauty company that has successfully navigated the ups and downs of the industry.

On March 11, Shanghai Juyi Cosmetics Co., Ltd. released its 2023 performance data, demonstrating robust growth. The group's annual retail sales surpassed 3 billion yuan, with revenue reaching 2.61 billion yuan (excluding Fuludeya), marking a 48% year-on-year increase. Juyi Group has sustained double-digit performance growth for several consecutive years, consistently maintaining profitability.

Among its portfolio, the earliest established brand, "Judydoll ," contributed over 1.6 billion in revenue, marking a 66% year-on-year increase. It has become a top-selling brand in domestic cosmetics and ranks among the top five brands in terms of sales.

Established in 2017, Judydoll  has weathered the storm of market shifts and involutionary consumer trends. From product innovation to brand building, what underlies Orange Duo's continued profitability since its inception?

Recently, iBrandi had an exclusive conversation with Tian Tian, product and marketing director of Judydoll . Tian Tian explains that despite the challenges facing the cosmetics market in recent years, Juduo has maintained a steadfast commitment to growth since its inception. Adapting to market changes, the brand consistently seeks new avenues for growth.

"Initially, Judydoll  focused on color cosmetics, but in response to market shifts, we have expanded our product categories, broadened our audience base, and diversified our distribution channels. Judydoll  aspires to become a true 'national makeup brand,'" summarizes Tian Tian.

The following is a condensed version of the exclusive interview, presented by iBrandi:

Stabilize "Color", Lay Out "Function", and Focus on "Base Makeup": Addressing Unmet User Needs

iBrandi: Despite market challenges, Judydoll  has sustained growth and profitability. What drives this steady growth?

Tian Tian: In the past couple of years, while the cosmetics market faced challenges, Judydoll  remained committed to growth by exploring new opportunities. We diversified our product offerings, expanded our customer base, and embraced various distribution channels. Upholding a vision of long-term sustainable growth, we continuously strive to strengthen our emotional connection with consumers.

Product Expansion: Judydoll  has pursued a "full category strategy," innovating products and expanding categories to meet evolving market demands. By offering popular products across multiple categories, we've enhanced brand resilience and unlocked new growth potential.

Crowd Expansion: Initially targeting young women aged 15-25, Judydoll  has successfully attracted consumers from a wider age range, expanding its customer base to include women aged 15 to 40. This demographic shift has contributed significantly to our sales growth.

Channel Expansion: Embracing diverse distribution channels, including emerging platforms like Tiktok, Judydoll  has capitalized on new opportunities while expanding offline channels and venturing into overseas markets.

Product Innovation: Core to Judydoll 's success is our ability to innovate products that address evolving user needs. By staying attuned to consumers' unmet needs, we deliver practical yet enjoyable makeup solutions.

Conclusion: Judydoll 's sustained growth amidst market challenges underscores its commitment to innovation and consumer-centric strategies. By addressing unmet user needs and delivering high-value products, Judydoll  continues to thrive in the competitive cosmetics market.