The beauty industry is naturally close to women. Founded in 1989, CHLITINA has been a beauty industry cultivator and an observer of female consumption habits for the past 30 years. As an enterprise that hires a vast numbers of female staff, it also undertakes the mission of promoting women’s development. Recently, Zhao Cheng-you, chief operating officer of CHLITINA, shared with us what new value the company should bring to women in this ever-changing world.

C=CBNweekly

Z=Zhao, Cheng-you

 

 

C: What beauty services do female consumers need nowadays?

Z: We have refined a principle, which is precise skin care. For example, when a customer realizes she is starting to develop fine lines, she would want something with an anti-aging effect. If she goes to a counter in a department store, she would be introduced to a product with anti-wrinkle properties, but after receiving our remarkable professional skin detection analysis, she may discover that her skin issue is actually a result of dehydration and other problems. Precise skin care means that we would introduce products using our professional judgement that each individual customer needs and will truly provide the benefits needed even though it may not be what she originally wanted. But of course a truly good product has to offer customers more added value so they can access the most comprehensive services.

 

 

C:C: Based on 30 years of observation, what are the differences between modern female consumers compared with the past?

Z: Demand of beauty products and health food is on the rise among women consumers though some surveys have indicated that the public has less than 60 points of confidence in product safety. Hence, the competition in the beauty industry in the future will still return to focus on quality, which is something that we have always done. CHLITINA can be regarded as quite a “silly” enterprise in that we control the entire sales process, from raw materials to R&D, production and sales, and even though it is relatively tedious, it is the only way to ensure full control over quality.

Another consumer behavior is that young people tend to favor products demonstrating immediate effect. For example, it would be so exhausting to work out and lose weight just to have a smaller face, but one can achieve a sharp chin just from a medical beauty injection, which explains the popularity of medical beauty procedures. We are also laying the foundation for medical beauty, and have already initiated the program. In recent years, while facing the numerous demands of younger consumers, we have added more focus in businesses such as nail art and eyelashes, as well as e-commerce.

 

 

C: In addition to expanding the sales channels, what other aspects need to be cultivated when faced with a new consumption environment?

K: China is now the largest mobile internet country, and as information becomes more transparent, the future will be an era in which bad money drives out good. So, as a traditional industry, how should we respond to it? The answer is digitalized construction. We have come up with a head-to-tail strategy, where at the “head” end, we will strive to extract value from R&D to the supply chain, not only in product development, but also through the construction of precise digitalized supply chains and effective training and management. At the “tail” end, we will connect the big data of the consumption end with digital marketing. For example, traffic docking with Internet companies to establish a better CRM system description for the 4,000 stores to utilize for store management and sharing of big data. This provides a customized skin management solution that offers “precise skin care” for consumers. We have the responsibility to be a pioneer and lead our own stores to march forward together in this era.

 

 

C: How does CHLITINA lead female staff to grow together?

K: First, as a platform, we have offered career opportunities for many women. A lot of our grassroots beauty instructors come from relatively impoverished families, and after working in our stores, they earn a good income from stable employment.

Second, we also hosted an activity called “Realizing Dreams at Famous Schools,” where we would regularly send staff and store managers to famous universities on short-term learning courses on culture, marketing, and management, in order for them to constantly improve themselves.

Last year, we promoted our slogan “Women Love Bravely.” As we often say, women are mighty because they dedicate themselves selflessly to their families, but we hope to encourage each woman to learn to love and cherish themselves before shouldering the responsibilities of their various roles.

 

Introduction:

Zhao Cheng-you, chief operating officer of CHLITINA, has led the company in successfully establishing the training school for beauticians “Germes Institute,” and the national manicure and eyelash chain brand RnD.

CHLITINA is a leading company in the field of beauty salons, production and research, product sales, education and training, and e-commerce services in the fields of beauty and skin care, manicure and eyelash, and medical beauty.