70% of the global false eyelashes in Dazeshan Town, pingdu city are made here, with an annual output value of 7 billion yuan.
70% of the global false eyelashes are made here.
Dazeshan Town, pingdu city: Small false eyelashes with an annual output value of 7 billion yuan.
Figure ①: Workers are loading semi-finished products of false eyelashes into a tray. Figure ② ③: The finished false eyelashes placed in Boxiu Eyelash Exhibition Hall. □ Reporter Li Yuan reports
■ Editor’s noteCao county became popular, and Hanfu came out of the circle, which made many people know this Luxi county again. In fact, not only Cao County, but also Hanfu, there are many fashion-related industries in Shandong that have achieved national and even global leadership, but some of them are little known. This newspaper will open a column of "Discover Different Shandong" from now on, taking you to visit invisible champions in the fields of "fashion items" such as false eyelashes, guitars, cosmetic bottles and carbon fiber skateboards, and "discover different Shandong" together.
□ Our reporter Li Yuan
Some people like to wear convenient adhesive false eyelashes, while others like implanted false eyelashes with natural and lasting effects. Although these beautiful and charming false eyelashes have different styles, they have the same "origin": Dazeshan Town, Pingdu, Qingdao. From the birth of the first village-run small factory for false eyelashes processing in the 1970s, there are false eyelashes processing enterprises everywhere in the town. After more than 40 years of development, the false eyelashes industry in Dazeshan Town has gradually developed and grown, with an annual output value of 7 billion yuan, accounting for 80% of the national output and 70% of the global market share.
Open a box of adhesive false eyelashes, and remove the weight of the packaging box and eyelash tray. A pair of false eyelashes weighs only five or six grams. The diameter of a false eyelash is only 0.07 mm, which seems insignificant, but from the beginning of processing to the final product leaving the factory, it has to go through nine processes: pressing, combing, threading, cutting, winding, shaping, peeling, supporting and packaging.
At the age of 16, he entered the false eyelash factory to work, and later started his own factory to engage in research and development. Deng Xiaojun, the chairman of Qingdao Iman Eyelash, can be said to be an expert in the field of false eyelash production. Pointing to thousands of kinds of false eyelashes placed in the display case, Deng Xiaojun introduced that false eyelashes are mainly divided into three types: opposite-hair, close-packed and multi-hair. According to different preferences of consumers in different regions for materials, styles, length, curl and color, they are divided into different models, and different models correspond to different methods of combing hair and subsequent styling.
"That is to say, a mature skilled worker needs to master more than 1,000 wool blending methods, the error needs to be controlled within 0.1 mm, and the setting equipment needs to be highly integrated." Deng Xiaojun said that the average monthly salary of a skilled worker in the production and operation of false eyelashes is about 5,000 yuan, which is very popular.
"Foreign false eyelashes were used early, and our false eyelashes were first exported by OEM, especially in Europe and the United States, and now they are also the focus of various businesses." Wang Haibo, the head of Boxiu Eyelash, said that he started his business with OEM. Although the sales volume is good, there is not much room for growth. He realized that only by developing new products and having core competitiveness can he open up more markets. Wang Haibo led the team to produce artificial mink hair false eyelashes in half a year, which is characterized by low cost and environmental protection, and its softness and comfort are close to those of mink hair. Once it was launched, it was well received by foreign markets. In 2020, artificial mink hair false eyelashes accounted for more than half of the export value of more than 10 million yuan of Boxiu eyelashes.
Deng Xiaojun also tasted the sweetness because of innovation. Its self-developed glue-free self-adhesive eyelash doesn’t need to draw eyeliner or smudge, and it doesn’t need to add magnets or glue. It can be worn in 3 seconds and removed in 1 second. After listing, it was sought after by beauty experts. It searched for false eyelashes on major e-commerce platforms, and glue-free self-adhesive eyelashes were all explosive products.
This year is the sixth year for Weifang girl Xu Jia to come to Qingdao, and the second year for her to open a manicure and eyelash shop in Qingdao West Coast New District. JOE said that she has tried everything from the most common chemical fiber to the self-adhesive eyelash and self-grafted eyelash for several tens of yuan, and then to the professional false eyelash planting for more than one hundred yuan. "A pair of false eyelashes, cheaper than a dozen yuan, can be worn for one month, and planting eyelashes will cost one or two hundred yuan. Who doesn’t like it if the consumption is not high?" JOE’s words speak for many female consumers. It is precisely because of the fast-moving properties of false eyelashes that JOE resigned and opened a eyelash shop.
When interviewed in Dazeshan Town, the reporter found that many people in the industry believe that the domestic market of false eyelashes industry is in the early stage of vigorous development. According to the statistics of major e-commerce platforms and venture capital funds, since 2015, the online sales of domestic false eyelashes have increased by more than 60% every year, even during the epidemic, the domestic and international markets of false eyelashes have not been greatly affected. In the words of Wang Shuqin, director of Dazeshan Town Economic Development Service Center, although eyelashes are fake, the instigated market is real. The whole town has formed a complete industrial chain of false eyelashes covering design, customization, processing, packaging, sales, logistics and foreign trade, which has driven tens of thousands of local workers to find jobs.
There are more than 5,000 production enterprises, with an annual output of 120 million pairs of eyelashes. Dazeshan Town, as the largest producer of false eyelashes in China and even in the world, is clearly aware of its own shortcomings while seeing opportunities: on the one hand, most of the false eyelashes enterprises are mainly OEM production and wholesale, and most of them are small workshops, with small scale, scattered distribution and poor production and office environment; On the other hand, the secondary wholesale and high premium export and retail links are in the hands of trading companies in Shenzhen, Yiwu and other places, which leads to the low visibility of the false eyelashes industry in Dazeshan Town and cannot effectively open the sales market.
How to make the false eyelash industry in Dazeshan Town reach a new level? Since last year, Pingdu has formulated a series of policies and mechanisms to make up the chain and strengthen the chain, and achieved a breakthrough in the terminal market by returning to the raw material chemical fiber factory, promoting the return of semi-finished products processing links, building regional brands and quality systems, and building an industrial Internet platform.
In order to seize the bonus period of online sales and increase the proportion of Pingdu eyelash industry in the sales link, Pingdu "Beautiful Online New Economic Industrial Park" has been under construction, with a planned area of about 300 mu and a total investment of about 3 billion yuan. According to the "customized" factory construction, it will effectively solve the problems of fire protection, environmental protection and safety in the production process of enterprises. At the same time, the park will also set up an e-commerce incubation center, a sales exhibition center, a logistics storage center, a brand cultivation center and a research and development center to create a one-stop service platform for enterprises entering the park, such as raw material procurement, talent training, brand building, product research and development, logistics storage, exhibitions and exhibitions, to help enterprises gather, develop, transform and upgrade.
Only when the product is excellent can the brand be made.
Wang Haibo, head of Boxiu Eyelash:
I have been engaged in the false eyelashes industry for three years, and my family is also engaged in this line. In the eyes of my peers, I may be a little unconventional, because I didn’t go to the factory at home to "take over", but chose to start from scratch. I have worked in sales before, but I think production is the first, and the quality of products is nothing else. In the past, the older generation mostly engaged in small family workshops, without clear rules and regulations, and the product quality was different. Now, the times are different, the needs of customers are different, and the requirements for the quality and style of goods are higher.
Although the false eyelash industry has a huge market and huge consumption potential, it has passed the period of disorderly competition. Excellent products are the premise of branding and opening up the market. Therefore, the company has taken the road of standardized management since its establishment. Thanks to strict quality control, we received several large export orders in the second year of our business.
In my opinion, in order to continue to develop well, it is not feasible to take the old road of OEM production. We must strengthen the building of industrial brands, implement "brand strategy" and cultivate independent brands on the basis of establishing a sound quality system.
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