On September 12, CBE Hangzhou International Beauty Expo came to a successful conclusion at the Hangzhou International Expo Center amid praise from the entire industry.
This CBE Hangzhou International Beauty Expo (hereinafter referred to as: CBE Hangzhou Expo) is hosted by Informa Markets, a British listed company, and Informa Baiwen Hangzhou Co., Ltd. It is also an innovative exhibition of the "Dual Cities and Double Exhibitions" strategy of CBE China Beauty Expo, which has been listed in the top 100 world trade exhibitions for five consecutive years, landing in Hangzhou.
As a key project introduced by Hangzhou City, this CBE Hangzhou Expo is themed "GO! New Beauty" with an exhibition area of 40,000 square meters. It has attracted 600 cosmetics companies from 20 countries and regions around the world, as well as more than 1,000 new beauty brands, and introduced ecological innovation companies such as flexible supply chain, new packaging design companies, and intelligent manufacturing. 42 new beauty theme series activities covering raw materials, technology, design, brand, channel, retail, cross-border and other fields were held.
This highly anticipated exhibition held in the golden autumn procurement season brought together professional buyers from all over the country and even the world, and "sparked" new business opportunities for cosmetics companies to launch new products and scientific and technological achievements.
What new beauty trends are reflected by the crowded CBE Hangzhou exhibition?
Trend 1: The rise of new Chinese beauty brands
At this exhibition with the theme of "GO! New Beauty", trendy Chinese products were particularly eye-catching, and the 1B "Trendy Chinese Products" Pavilion was crowded with people and attracted much attention. Group companies such as PROYA, Chando, OSM, Pianzaihuang, Linqingxuan, and Tongrentang led their Chinese brands to launch new products at the CBE Hangzhou Exhibition; at the same time, a group of new beauty brands also shone at the CBE Hangzhou Exhibition.
It is particularly noteworthy that in September this year, Hurun Research Institute and Informa Baiwen Exhibitions jointly released two beauty lists for the first time - "2024 CBE·Hurun China Beauty New Power Brand TOP50" and "2024 CBE·Hurun China Beauty Young Entrepreneurs", focusing on the new forces of domestic products, as well as the brand founders and new leaders of the young generation of the post-80s and post-90s.
During the exhibition, these listed beauty new power brands and Hurun beauty young entrepreneurs all attended the 2024 Hurun China Beauty List Awards Ceremony held on the evening of September 11.
Among them, Ximuyuan, Youshiyan, Fuerjia, Huaxikou, Liusimu, Rock Zoo, Zuoyanyouse, AKF, etc., which were listed in the "2024 CBE·Hurun China Beauty New Power Brand TOP50", all made a wonderful appearance in the 1B "Trendy Domestic Products" Pavilion.
China's new beauty brands have demonstrated excellent brand characteristics and strong vitality in the new era: they can respond to the needs of the new generation of consumers and have the potential to create consumer demand and trends; they have stable and constantly upgraded product technology, as well as the ability to continuously iterate new products, and achieve perfection in customization and segmentation tracks; they are good at using new tools, playing with traffic, focusing on the creation of brand values, connecting the younger generation, creating resonance, and thus satisfying young consumers' yearning for a better life.
Of course, in addition to the brand's own growth and competitiveness, a sound supply chain system has also promoted the rise of China's new beauty brands. Hurun pointed out in his interpretation of "2024 CBE Hurun China New Beauty Brand TOP50": "The consumer's demand for personalized and differentiated beauty products, coupled with the OEM factory's accumulation of perfect supply chain capabilities after years of development, better meet the new power brands' needs for flexible production capacity and personalized research and development, and contribute to the rise of new power brands."
These new power brands have become the new "protagonists" in the Chinese cosmetics market, and in the competition, they have promoted the upward development of China's cosmetics industry.
Trend 2: Raw material "chips" drive industry growth
If technology drives industrial growth, then raw materials are the "chips" of technology, carrying the core of the industry.
With the strong rise of new Chinese beauty brands, more and more brands are increasing their investment in scientific research, especially in raw material formulas, and regard it as the core competitiveness for long-term development.
At this year's CBE Hangzhou Exhibition, raw material companies shined.
The "New Raw Materials Exhibition Area" set up by the 1C "Innovative Raw Materials Flexible OEM" Pavilion brought together 45 well-known domestic and foreign raw material companies, and held 6 "New Raw Materials" series forums at the same time, creating an innovative and precise platform for display, trade and communication for raw material innovation companies.
Among them, the "Xinjiang Characteristic Raw Materials Exhibition Area" under the joint guidance of the Zhejiang Provincial Drug Administration and the Xinjiang Uygur Autonomous Region Drug Administration has become one of the innovative highlights of this exhibition.
The "Xinjiang Specialty Raw Materials Exhibition Area" consists of 7 Xinjiang raw material companies, exhibiting roses, lavender, Tianshan snow lotus, sweet almonds, sea buckthorn and other Xinjiang-specific plant raw materials; the Zhejiang-Xinjiang Cosmetics Industry Chain Matchmaking Conference and Xinjiang Specialty Raw Materials Conference laid a solid foundation for high-quality development of ecological beauty and raw material innovation.
More noteworthy is that, under the support and guidance of the Zhejiang Provincial Food and Drug Administration, the 2025 CBE Hangzhou Exhibition will create an "Ecological Beauty Raw Materials Innovation" theme area, introduce high-quality, characteristic and innovative raw material companies, showcase raw material innovation results, vigorously develop Chinese characteristic plant raw materials, and help the high-quality development of the cosmetics industry.
Trend 3: New resources converge to promote the flourishing of beauty products
In the trend of channel diversification, emerging channels have gradually become an important part of the beauty industry, including new retail, live e-commerce, community group buying, cross-border, etc., all of which are contributing to the growth of the industry.
The celebrity resource docking exhibition area led by the CBE celebrity alliance, the private domain new resource docking exhibition area led by the group leader, the cross-border theme area, and other channel-oriented new resources and new forces have all blossomed their energy at this exhibition.
The mainstream channels led by cosmetics stores and department stores focus on transformation and change issues, and promote channel business innovation and change through new trend forums such as the CBE New Beauty Conference and the CBE Channel Change Conference. At the same time, new retail, including Lianhui, Mr. Huolang, and WOW COLOUR, the new generation of new forces in the channel gathered at this exhibition site to purchase and select products in the golden autumn.
In the supply chain sector, new growth forces have emerged, mainly new brands with a scale of over 100 million. KAs and influencers with demand for free products have gathered together to put forward new product demands to the beauty technology end.
The development of China's cosmetics industry to a market size of over 400 billion yuan today is inseparable from these channel forces. They work hard in their respective fields and strive for the prosperity of this beauty industry.
Trend 4: Efficient conversion and flourishing of all kinds of products
This year's CBE Hangzhou Exhibition not only ushered in incremental channel resources, but also, more gratifyingly, many exhibitors on site reached strategic cooperation, and reaped great rewards in different channels and fields, laying the foundation for business growth in the second half of the year and even in the future.
For example, Sun Laichun, founder of the Linqingxuan brand, told CBE reporters that in terms of channel cooperation, strategic cooperation was signed with more than 20 channel distributors during the exhibition period; at the same time, the turnover of live broadcasting exceeded 6 million yuan.
The Mumu Kexiu brand reached strategic cooperation with more than 20 CBE top 100 cosmetics chains on site and established the "Linka Top 100 Club"; Deqinmeiyu (Shanghai) Supply Chain Management Co., Ltd. officially debuted and signed a strategic cooperation with the Hainan Free Trade Port Beauty Industry Base, etc.
Although the 2024CBE Hangzhou Exhibition has come to an end, the beauty industry is still moving forward brilliantly.
So far, the Shanghai-Hangzhou "Dual City, Double Exhibition" strategy of CBE China Beauty Expo has presented a different resource landscape to the industry - the Global Resource Beauty Expo in Shanghai in May and the New Beauty Expo in Hangzhou in the second half of the year; and formed an ecological platform that serves the beauty industry all year round and around the clock.
As a trade value platform for the entire global cosmetics industry chain, CBE will continue to integrate global resources and promote China's cosmetics industry to become a powerful country.
Next time, May 12-14, 2025, Shanghai New International Expo Center, the 29th CBE China Beauty Expo, see you there.
