#头条创作挑战赛#
2021年，中国已经成为天下上第二大化妆品斲丧市场，与此同时，中国又是举世化妆品最大的代工生产基地。近年来，国产美妆出海一直在加速，谁可以资助中国美妆企业进一步拓展外洋市场？谁又犹如一位经验丰富的老船长，为中国美妆出海指引方向？
近日，美妆网约请到了IBG(Innovative Beauty Group)公司CEO Xavier Leclerc de Hauteclocque现身说法，或许能为出海企业带来启示。以下为采访内容整理：
▲IBG CEO：Xavier Leclerc de Hauteclocque
Q：请您简单先容一下IBG团体,以及IBG中国区的重要业务情况。
Briefly introduce IBG Group and major business information in China.
A：IBG从属阿蓓亚团体（Albéa Group），是一家领先的举世美妆解决方案提供商，我们为很多举世最具活力的大众和高端美妆品牌提供引以为傲的的服务。IBG由Orchard(美妆定制)和FASTEN（创新包装）组成，我们通过应用行业专业知识，为客户提供创新及负责任的定制和交钥匙解决方案，包罗为彩妆、护肤、个人照顾护士、家居照顾护士、头发照顾护士和购物赠品提供计划、采购、配方研发、定制包装和工具配件。
依附在举世的美妆行业专家团队和独特的个人方法，IBG为所有客户——从着名美妆品牌到首次推出自有品牌的零售商，通过战略相助伙伴关系，将愿景变成现实，并将产物无缝地推向市场。IBG在上海、洛杉矶、纽约、多伦多、荷兰和巴黎设有服务处。
IBG (Innovative Beauty Group), a division of the Albea Group, is a leading global beauty solutions provider proudly serving some of the world’s most dynamic mass and prestige beauty brands.Comprised of Orchard Custom Beauty and FASTEN Packaging, IBG applies its industry expertise to support its customers with innovative and responsible custom and turnkey solutions that include design, sourcing, formula development, bespoke packaging and accessories for color cosmetics,skin care, personal care, home care, hair care, and gifts with purchase.
With a global team of beauty experts and a distinctly personal approach, IBG empowers all of its clients – from established beauty brands to first-time private label retailers – with strategic partnerships that bring visions to life, and products seamlessly to market. The company has offices in Shanghai, Los Angeles, New York, Toronto, the Netherlands and Paris.
▲意大利博洛尼亚美容展ORCHARD展位
Q：IBG在美妆产物的销售通路上，重要有哪些方式？
The main tunnels where IBG sell cosmetics products?
A：IBG服务差别范畴及类型的客户，其中包罗针对大众市场的零售通路、扣头店、美妆产物专营/专卖渠道以及美妆品牌，为他们提供种类广泛的产物体系，其中，彩妆产物约莫占比35%，护肤及个护产物约莫占比30%，身体及头发类产物约莫占比15%。
IBG serves a diverse customer base consisting of Mass Retailers, Discount Retailers, Beauty Retailers and Beauty Brands offering a vast product portfolio of cosmetic solutions – 35% Color, 30% Skin & Personal care and 15% Bath & Hair Care.
Q：外洋美妆市场当前出现什么样的特点？这对中国商家来说有着怎样的时机？
What are the characteristics of the overseas beauty market? What’re the opportunities for Chinese companies?
A：外洋市场在各个地区出现出广阔而多样的特点，拉丁美洲与北美、欧洲甚至法国都有很大的差别。只管云云，从一开始，我们就将“跨地区整合”这种方式纳入了思考及结构之中，以是我们坚信，我们能够为中国零售商开辟本土产物，然后在其他国家或区域推广提供支持。
The overseas market is broad and diverse in each region. Latin America varies greatly from North America and Europe or even France. We strongly believe we can support Chinese retailers to first develop local offerings with product ranges that could then be rolled out in other countries, as we would integrate the approach from the start.
Q：贵司探求相助伙伴的途径有哪些？一个完整的企业相助流程是怎样的？
How does IBG find cooperation partners? Can you please introduce the complete cooperation process?
A：作为一个美妆解决方案服务商，我们为每个客户群体建立了量身定制的相助伙伴网络。因此，与高端品牌相助和与大众市场零售商相助的服务方式会有所差别。
▲图源：IBG官网
我们的方法如下：团队会对中国市场进行调研，并和这些潜在的相助伙伴进行会谈，在成为正式相助伙伴前，我们会参观他们的工厂，对工厂的质量和可连续性进行审核。
其中，相助伙伴的可连续性分值对我们而言非常紧张。在几年前，我们就开始推行了一个名叫“连续精进”的项目，来支持我们的相助伙伴在企业社会责任（CSR）方面进行提升，以达到客户盼望的程度。
As a service company, we build a network of partners tailored to each customer segment. It’s not the same to work with prestige brands, as it is to work with a mass retailer.
Our approach is as follows: our team surveys the market in China and meets with potential partners. During this process we visit their factories and perform sustainability and quality tests before selecting a partner.
Our partners’ sustainability ratings are very important to us. We started a program a few years ago called“Raise the Bar” to support our partners in getting better on Corporate Social Responsibilities at the level expected by our customers.
Q：中国产物选择IBG作为出海渠道，有什么优势？
What are the advantages of choosing IBG to export oversea?
A：我们的团队中约莫有25%的人在亚洲，别的的人在欧洲和北美各占一半。IBG对各种终端市场有着广泛的相识，并在差别的客户细分市场拥有独特的专业知识组合，从扣头零售商到高端美妆品牌，以及美妆和个人照顾护士市场的所有产物细分市场。
IBG has vast knowledge of various end markets and a unique combination of expertise in diverse customer segments, from discount retailers to prestige beauty brands, as well as all product segments of the beauty and personal care market. Approximately twenty five percent of our team is in Asia and the rest are split about 50/50 between Europe and North America.
▲图源：IBG官网
Q：出海的产物，是否有什么必要特别改造的？
Is there anything special to do for the products sold oversea?
A：关键是要为每个斲丧群体量身定制配方和计划。与聚焦将要出口的国家自己相比，关注有特定需求(例如，痤疮、油性皮肤、卷发等)的斲丧者群体更紧张。
The key is to create formulations and designs that are tailored to each consumer’s “group or communities.”Focusing on the country is less important than focusing on a demographic of consumers that have a given need (i.e., acne, oily skin, curly hair, etc.).
Q：接下来，IBG对中国市场或相助伙伴有什么样的发展规划？
What’s the development plan of IBG and the cooperation plan with partners in the coming years?
A：在接下来的一年里，我们将集中积极加强我们的相助伙伴网络，使我们在质量和创新方面更加强大。以便于在客户有全系列/大型的产物开辟需求时，我们能够为其提供最佳解决方案——通过我们的项目管理能力和全案服务能力可以加速产物进入市场的战略。
In the coming year, our efforts will be focused on reinforcing our network of partners to be even stronger in our quality and innovation approach. This is to provide the best possible solutions to our customers when they have a complete/large product range to develop - where our project management capabilities and turnkey solutions can accelerate the Go-To-Market strategy. |
