船长IBG美妆出海

　　#头条创作挑战赛#
　　2021年，中国已经成为世界上第二大化妆品消费市场，与此同时，中国又是全球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，谁可以帮助中国美妆企业进一步拓展海外市场？谁又如同一位经验丰富的老船长，为中国美妆出海指引方向？
　　近日，美妆网邀请到了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：请您简单介绍一下IBG集团,以及IBG中国区的主要业务情况。
　　Briefly introduce IBG Group and major business information in China.
　　A：IBG隶属阿蓓亚集团（Albéa Group），是一家领先的全球美妆解决方案提供商，我们为很多全球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，包括为彩妆、护肤、个人护理、家居护理、头发护理和购物赠品提供设计、采购、配方研发、定制包装和工具配件。
　　凭借在全球的美妆行业专家团队和独特的个人方法，IBG为所有客户——从知名美妆品牌到首次推出自有品牌的零售商，通过战略合作伙伴关系，将愿景变成现实，并将产品无缝地推向市场。IBG在上海、洛杉矶、纽约、多伦多、荷兰和巴黎设有办事处。
　　IBG (Innovative Beauty Group), a pision 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在美妆产品的销售通路上，主要有哪些方式？
　　The main tunnels where IBG sell cosmetics products?
　　A：IBG服务不同领域及类型的客户，其中包括针对大众市场的零售通路、折扣店、美妆产品专营/专卖渠道以及美妆品牌，为他们提供种类广泛的产品体系，其中，彩妆产品大约占比35%，护肤及个护产品大约占比30%，身体及头发类产品大约占比15%。
　　IBG serves a perse 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：海外美妆市场当前呈现什么样的特点？这对中国商家来说有着怎样的机会？
　　What are the characteristics of the overseas beauty market? What’re the opportunities for Chinese companies?
　　A：海外市场在各个地区呈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不同。尽管如此，从一开始，我们就将＂跨地域整合＂这种方式纳入了思考及布局之中，所以我们坚信，我们能够为中国零售商开发本土产品，然后在其他国家或区域推广提供支持。
　　The overseas market is broad and perse 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：贵司寻找合作伙伴的途径有哪些？一个完整的企业合作流程是怎样的？
　　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合作伙伴网络。因此，与高端品牌合作和与大众市场零售商合作的服务方式会有所不同。
　　图源：IBG官网
　　我们的方法如下：团队会对中国市场进行调研，并和这些潜在的合作伙伴进行会谈，在成为正式合作伙伴前，我们会参观他们的工厂，对工厂的质量和可持续性进行审核。
　　其中，合作伙伴的可持续性分值对我们而言非常重要。在几年前，我们就开始推行了一个名叫＂持续精进＂的项目，来支持我们的合作伙伴在企业社会责任（CSR）方面进行提升，以达到客户期望的水平。
　　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：中国产品选择IBG作为出海渠道，有什么优势？
　　What are the advantages of choosing IBG to export oversea?
　　A：我们的团队中大约有25%的人在亚洲，其余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了解，并在不同的客户细分市场拥有独特的专业知识组合，从折扣零售商到高端美妆品牌，以及美妆和个人护理市场的所有产品细分市场。
　　IBG has vast knowledge of various end markets and a unique combination of expertise in perse 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：出海的产品，是否有什么需要特别改造的？
　　Is there anything special to do for the products sold oversea?
　　A：关键是要为每个消费群体量身定制配方和设计。与聚焦将要出口的国家本身相比，关注有特定需求(例如，痤疮、油性皮肤、卷发等)的消费者群体更重要。
　　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对中国市场或合作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，我们将集中努力加强我们的合作伙伴网络，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/大型的产品开发需求时，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品进入市场的战略。
　　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.