“C-Beauty” noma “K-Beauty”?Ubani ozowina imakethe yonobuhle yaseNdiya echumayo?

Ngomhla zingama-21 kuJulayi, u-K Venkataramani, oyi-CEO yesitolo sobuhle esikhulu kunazo zonke e-India, i-Health & Glow (kamuva ebizwa ngokuthi i-H&G), uhambele ulayini “wobuhle obusebenzayo e-India” obuphethwe “I-Cosmetics Design”.Esithangamini, uVenkataramani uveze ukuthi imakethe yonobuhle yaseNdiya “ikhanya ngamandla angakaze abonwe”.

Ngokombiko weVenkataramani, ngokwemininingwane ye-H&G ezinyangeni ezintathu ezedlule, ukuthengiswa kwemikhiqizo ye-lipstick kunyuke ngo-94%;kulandele izigaba zethunzi nokuluhlaza, ezinyuke ngo-72% no-66% ngokulandelana.Ngaphezu kwalokho, umthengisi ubone ukukhuphuka okungama-57% ekuthengisweni kwemikhiqizo yokuvikela ilanga, kanye nemikhiqizo yezimonyo eyisisekelo ne-brow.

"Akungabazeki ukuthi abathengi sebewuqalile umgubho wokuziphindiselela."UVenkataramani uthe, “Ngaphezu kwalokho, leli qembu labathengi bobuhle ngemuva kwalolu bhubhane lizimisele kakhulu ukwandisa umbono walo futhi lihlole imikhiqizo emisha abangakaze bayizame ngaphambili.Imikhiqizo - ingase ivele eChina, noma ingase ivele eNingizimu Korea. "

01: Kusuka “okubulalayo” kwemvelo ukuya ekwamukeleni amakhemikhali 

Isiko lobuhle ligxile kakhulu eNdiya, kodwa lapho, abesifazane bakhule ngemithi yasendulo yamaNdiya.Bakholelwa ukubaluleka kwazo zonke izithako zemvelo-uwoyela kakhukhunathi wezinwele ezibushelelezi neziqinile, namamaski obuso be-turmeric esikhumba esikhazimulayo. 

“Okwemvelo, konke okungokwemvelo!Abathengi bethu bebevame ukulindela ukuthi yonke into emikhiqizweni yethu ithathwe emvelweni, futhi babecabanga ukuthi ukwengeza amakhemikhali anoma yiluphi uhlobo kungaba yingozi esikhumbeni.”Uyahleka u-Bindu Amrutham, umsunguli wohlobo lwe-Indian skincare i-Suganda “Mhlawumbe ngempela babengaphambi kwamashumi eminyaka ngaphambi kwenkambiso yomhlaba wonke (ebhekisela kumkhuba wamanje we-'vegan' wobuhle), kodwa ngaleso sikhathi, kwakudingeka sikhuphukele phezulu esitolo isipikha futhi umemeze: noma yiziphi izithako zemvelo noma izinto zamakhemikhali kufanele ziphumelele ukuhlolwa kokuphepha kuqala!Ungakutheli ujusi wezimila zasolwandle ezinezinsuku eziyishumi ebusweni bakho!”

Okwamjabulisa uBindu, imizamo yena nozakwabo abayenzile ayilona ize, futhi imakethe yonobuhle yaseNdiya isishintshe kakhulu.Nakuba abesifazane abaningi baseNdiya besazifela ngemikhiqizo yobuhle eyenziwe ekhaya, abathengi abaningi baye bamukela ubuchwepheshe besimanje—ikakhulukazi kwezokunakekelwa kwesikhumba.Ukusetshenziswa kwemikhiqizo yokunakekelwa kwesikhumba eNdiya bekulokhu kukhuphuka eminyakeni emihlanu edlule, futhi inkampani yezemakethe i-Global Data ibikezela ukuthi lo mkhuba uzoqhubeka ukhuphuka esikhathini esizayo.

02: Ukusuka “ekuzithembeni” kuye “ekuvuleni amehlo ukuze ubone umhlaba”

Ngokwemininingwane evela ku-National Bureau of Statistics of India, cishe ama-Indian upstarts acishe abe ngu-10,000 angena ngempumelelo esigabeni esiphakathi nsuku zonke, futhi abaningi babo ngabesifazane abamhlophe, abafana nabesifazane abamhlophe emhlabeni wonke, banezindinganiso eziqinile zobuhle.Lokhu futhi ubuhle India uqobo.Isizathu esiyinhloko sokukhula ngokushesha kwemakethe yezimonyo zombala eminyakeni yamuva.U-Purplle, omunye umthengisi wobuhle e-India, naye ukuqinisekisile lo mbono. 

Ngokusho kukaTaneja, okwamanje, imikhiqizo ethandwa kakhulu eNdiya phesheya kwezilwandle ayiveli eYurophu nase-United States, kodwa i-K-Beauty (i-makeup yaseKorea).“Uma kuqhathaniswa nemikhiqizo yaseYurophu neyaseMelika eklanyelwe kakhulu abamhlophe nabamnyama, imikhiqizo yaseKorea eqondiswe kubantu base-Asia ithandwa kakhulu ngabathengi basendaweni baseNdiya.Akungabazeki ukuthi igagasi le-K-Beauty selifikile kancane kancane eNdiya. " 

Njengoba uTaneja eshilo, izinhlobo zezimonyo zaseKorea ezifana ne-Innisfree, The Face Shop, Laneige kanye ne-TOLYMOLY ziqondise ngamandla imakethe yase-India ukuze yande futhi itshale imali.I-Innisfree inezitolo ezingokoqobo eNew Delhi, e-Kolkata, e-Bangalore nasemadolobheni amakhulu enyakatho-mpumalanga ye-India, futhi ihlose ukuqhubeka nokwandisa umkhondo wayo ngezitolo ezintsha zezitini nodaka emadolobheni aseningizimu ye-India.Amanye amabhrendi ase-Korea ajwayele ukusebenzisa indlela yokuthengisa ehlanganisiwe etholakala ikakhulukazi ku-inthanethi futhi yelekelelwa ngokungaxhunyiwe ku-inthanethi.Ngokombiko we-INDIA RETAILER on Nykaa, enye inkundla yobuhle base-Indian e-commerce, kusukela inkampani isayine isivumelwano sobambiswano nezinye izinhlobo zezimonyo zaseKorea (uNykaa angazange azidalule) ukuze azilethe emakethe yaseNdiya, Isamba semali engenayo yenkampani ikhule kakhulu.

Nokho, uSharon Kwek, umqondisi oxhumanisa ingxenye yeMitel's South Asia Beauty and Personal Care, waphikisa.Uveze ukuthi ngenxa yentengo, ukufika kwe "Korean Wave" emakethe yaseNdiya kungenzeka kungabi bushelelezi njengoba wonke umuntu ecabanga. 

“Ngicabanga ukuthi i-K-Beauty ibiza kakhulu kubathengi baseNdiya, kufanele bakhokhe intela ebizayo evela kwamanye amazwe kanye nazo zonke ezinye izimali zale mikhiqizo.Futhi ngokusho kwedatha yethu, ukusetshenziswa kwe-capita ngayinye yabathengi baseNdiya kuzimonyo kungu-12 ngonyaka we-USD.Kuyiqiniso ukuthi abasesigabeni esimaphakathi e-India bakhula kakhulu, kodwa banazo nezinye izindleko futhi abachithi wonke umholo wabo emikhiqizweni yobuhle,” kusho uSharon. 

Ukholelwa ukuthi i-C-Beauty yase-China iyinketho engcono kubathengi baseNdiya kune-K-Beauty.“Sonke siyazi ukuthi amaShayina anekhono elihle lokuhlela kusengaphambili, futhi cishe wonke amadolobha aseNdiya anezimboni eChina.Uma izinkampani zezimonyo zaseShayina zihlose ukungena emakethe yaseNdiya, cishe zizokhetha ukwenza imikhiqizo yazo eNdiya, okuzozisiza ukuba zizuze kakhulu abathengi.Yehlisa izindleko.Ngaphezu kwalokho, eminyakeni yamuva nje, imboni yobuhle nezimonyo yaseShayina ibilokhu ithuthukiswa njalo, yenza kahle ekutholeni ugqozi emikhiqizweni yamazwe ngamazwe enegama elikhulu nedumile, futhi ilungiswe ukuze ikhiqize eyayo imikhiqizo, kodwa intengo iyingxenye eyodwa kwezintathu kuphela. amagama amakhulu .Yilokhu kanye okudingwa ngabathengi baseNdiya.” 

“Kodwa kuze kube manje, i-C-Beauty iqaphe kakhulu ngemakethe yaseNdiya, futhi bazimisele kakhulu ukubheka ezimakethe zaseNingizimu-mpumalanga ye-Asia, njengeMalaysia, Indonesia kanye neSingapore, okungenzeka ihlobene nezingxabano ezivamile phakathi kwalawa mazwe womabili. ”Intatheli ye-"India Times" u-Anjana Sasidharan wabhala embikweni, "Thatha isibonelo sabadlali abavelele be-C-Beauty i-PerfectDiary ne-Florasis, bobabili abanokulandelela okuqinile ku-inthanethi ezinkundleni zokuxhumana, okubasizile njengoba bengena ezimakethe ezintsha eNingizimu-mpumalanga ye-Asia. .Isikali sisungulwe ngokushesha.Ku-TIKTOK e-India, ungabona futhi ukuthi ividiyo yokuphromotha ye-Florasis ithole ukuphawula okungaphezu kuka-10,000 kanye nama-retweets angaphezu kuka-30,000.Ingabe ikhwalithi yezimonyo iphansi?’, u-75% wabasebenzisi benethiwekhi baseNdiya bavotele ukuthi ‘cha’ futhi bangu-17% kuphela abavote ngokuthi ‘yebo’.” 

U-Anjana ukholelwa ukuthi abathengi baseNdiya bayalibona izinga le-C-Beauty, futhi bazophinde babelane futhi badlulisele amavidiyo okukhangisa ezimonyo zaseShayina, bekhala ngobuhle bazo, okuzoba inzuzo ku-C-Beauty ukungena emakethe yaseNdiya.Kodwa ubuye waveza ukuthi lapho umbuzo othi “Ngingayithenga kuphi imikhiqizo enophawu lwe-C-beauty?”ezinkundleni zokuxhumana, kuhlala kukhulunywa ngokuthi “Qaphela, avela ezitheni zethu.”"Ngokujwayelekile, abalandeli baseNdiya be-PerfectDiary kanye ne-Florasis bazovikela imikhiqizo yabo eyintandokazi, kuyilapho abaphikisi bezoletha abalingani abaningi ukuze bazame ukuthulisa amazwi abo - ekukhulumeni okungapheli, imikhiqizo kanye nemikhiqizo ngokwayo iyalibaleka..Futhi embuzweni obuza ukuthi ungazithenga kuphi izimonyo zaseKorea, awuvamile ukubona isigameko esinjalo,” kuphetha u-Anjana.