Theroadofself-evolutionforKoreancosmeticsmanufacturer
2022-03-21 11:49阅读：
Evolution, the word comes from Darwin's Theory of Evolution,
the evolution of biological species. The most powerful law
by which the world works is evolution. Evolution is a verb
whose form is 'to change'. By changing, you can tell if
something is getting stronger or weaker.
This chapter analyzes how Korean cosmetics brands and Korean
cosmetics OEM achieve self-evolution step by step, to the
international platform. Here are two cases as the analysis
direction:
South Korea first, the world's top 20 cosmetics enterprises:
AmorePacific;
South Korea No.1, the world's top 10 cosmetics OEM:
COSMAX;
Part 2: COSMAX, a Cosmetics manufacturer in South Korea, is
moving towards the road of international
self-evolution.
In the whole wave of cosmetic Oems and ODMs, COSMAX in Korea
is arguably the most successful, but definitely worth mentioning.
COSMAX has announced its 2018 f
inancial results and
The total sales reached 1257.9 billion won (about 7.559
billion yuan), a record since the company was established in 1992.
The whole record can be said to be in the whole Of China,
North Bell in Zhongshan can break through 1 billion, other OEM is
still lack of momentum. In many of the world OEM list,
choose Kesmeishi for publicity, because it is really in life,
constantly mentioned and promoted by people.
There are very few stories about COSMAX founder Lee
Kyung-soo. In some of his reports, you can see the dribs and
drabs of corporate events and actions, such as which companies have
been acquired and which actions have been taken. A low
profile. The whole COSMAX endorsement is also unusually
simple and one-time in corporate publicity.
This is strikingly similar to Sun Tzu's Art of War, which
states, 'Therefore, those who are skilled in war win without
wisdom, obscurity or courage.'
COSMAX factory has been certified as a qualified enterprise
of international CGMP excellent cosmetics manufacturing and quality
management standard, and is praised as the cosmetics industry by
Foxconn. Among other things, its certification indicates
that it is recognized by a number of international organizations.
This is a certificate, which can be said to guarantee the
quality of production. The other dares to say 'the Foxconn
of cosmetics,' and so it is.
The second factory was established in 2000
Passed ISO9001 quality system certification in
2000
He registered with KOSDAQ in 2002
In 2002, it formed a strategic alliance with Intercos Group
of Italy
Obtained CDR (Professional development skills) cosmetics
containers in 2002
The third factory was established in 2004 with a construction
area of 3840 square meters and a production capacity of 1.5 million
pieces per month
In 2004, Cosmax Shanghai was established.
In 2005, a biotechnology laboratory was
established
Nanotechnology laboratory was established in
2005
Jeju HIDI factory was established in 2005
Obtained ISO 14001 certification in 2005
p>
In 2006, the domestic industry obtained the Australian TGA
GMP certification for the first time
It was listed on KOSPI in 2006
Signed a strategic cooperation agreement with Shuwang
Cosmetics company in 2006
In 2007, it signed a strategic cooperation agreement with
ABLE C&C
In 2007, the company acquired Rijin Pharmaceutical to expand
the health functional food market
In 2007, the new factory will be established with a
construction area of 114,00m2 and a production capacity of 5
million units per month
In 2008, it acquired three professional toothpaste r&d
and production enterprises, APPLES PHARM, and passed ECOCERT
certification
It can be seen intuitively that COSMAX has been doing most of
the following steps: R&D - technical cooperation -
certification - factory opening - R&D - strategic cooperation -
certification - factory opening (reciprocity) author.
Research, production and development.
In his principles, He talks about the five steps of corporate
and individual self-evolution: practice, problem, diagnosis, plan,
and practice again. It's the same reason.
It is understood that Kosmeishi focuses on r&d
investment. The developed formula is used for testing,
market validation, production increase, investment and plant
opening, profitability, continuous research and development, market
validation, update and iteration. To ensure the eternal
excellent quality, stable quality, mature formula, the number of
update iteration determines the depth and recognition of
quality.
In 2002, it formed a strategic alliance with Intercos Group
of Italy. Among them, Intercos of Italy is the world's
leading cosmetics contract manufacturer. OEM is the
manufacturing industry. In developed countries, it is a
labor-intensive industry. However, COSMAX and Intercos have
formed a good strategic alliance and are not deliberately
considered competitors. According to data, the entire COSMAX
product formula is close to 10,000, and Inercos is good, there are
more than 1,000. The better the company, the more it focuses
on talent development,
Cosmax invests heavily in attracting and training its r&d
staff; But Intercos is good, with nearly 500 people working
in innovative design and development, a third of the group's
population. More than 80% of Intercos group's orders are OEM
for cosmetics. So, in the eyes of the public, who gets who
and how much it costs. This is a signal (COSMAX won't miss
it).
Behind their success, compared with the current domestic
general OEM (small and medium-sized), small and medium-sized OEM
has great reference significance, because they want to survive in
the future, the important thing is that they know they are far from
the Fortune 500, so survival is very important.
There are nearly 10,000 recipes for Cosmax. How many compare
to your own?
How long does COSMAX's formula update iteration take compared
to its own?
The three-step cycle of Kosmeishi's survival rule:
research-production-development-research-production......
The cycle of self-evolution, versus does it form its own
cycle of self-evolution its own rules of existence?
Today, many companies are transforming. In the sense
of practical reference, this change is self-reflection in the face
of fierce market competition. Zhongshan North Bell, for
example, specializes in face masks and produces 4 million masks a
day. The mask can support 50% of the turnover of the whole
foundry. Subdivision field has been paid more and more
attention, small and medium-sized OEM can find their own OEM
characteristics to survive. If an OEM does not want to lose
every customer, do not adhere to their own segmentation focus, will
become no characteristics and advantages.
It does require more thought.
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