Core Viewpoint - The vitality of physical beauty retail is driven by functional needs and value recognition, necessitating sincere and impactful marketing content that resonates with deeper consumer desires [2] Group 1: Event Overview - The 520 Girlfriend Festival, organized by Po Yi Mei Hui, has evolved into a unique IP that deeply integrates into consumer lifestyles and evokes strong emotional resonance over seven years [2] - The festival aims to create a special day for women to indulge themselves and strengthen friendships [4] Group 2: Themes and Marketing Strategy - Each year since 2019, the festival has featured a unique theme, with the 2024 theme being "Songs We Sang" [6] - The 2023 theme, "Rebirth of the Republic of China," pays tribute to the awakening of female consciousness during the Republic era, showcasing the unique female power of that time [7][8] - The event is structured into three phases: pre-heating, explosive launch, and implementation, focusing on immersive experiences around the theme [10] Group 3: Consumer Engagement - The festival includes storytelling elements that engage consumers, such as a narrative about starting a beauty department store in the Republic era [11] - Po Yi Mei Hui collaborates with over ten well-known brands to create limited edition gift boxes, integrating product features into the storytelling [11] - The stores are decorated in a Republic-era theme, offering free experiences of themed makeup and interactive photo spots to enhance consumer engagement [14][16] Group 4: Brand Participation and Impact - Over 40 brands participated in the festival, with 15 brands joining for the first time, highlighting Po Yi Mei Hui's strong retail brand appeal [24][25] - The festival significantly boosted sales for participating brands, with the main sponsor, Da Fu Yan, achieving sales of 2.4 million, a 53% increase year-on-year [28][29] Group 5: Strategic Insights - The festival exemplifies the strategic value of offline channels in enhancing consumer experience and trust, providing immediate satisfaction and market insights [33][34][37] - The collaboration between Po Yi Mei Hui and brands like Fu Er Jia demonstrates a successful model of building trust through experiential marketing [38] - The festival showcases the potential of beauty retail to transcend mere transactions, becoming a cultural and emotional connector within urban life [38]

Core Insights - The recent successful launch of Fulejia's new products, including the Brightening Mask and Sodium Hyaluronate Repair Liquid, highlights the brand's strong capabilities in scientific research and innovation [1] - The collaboration between Fulejia's two R&D centers in Harbin and Shanghai is crucial for product iteration speed and market competitiveness, creating a comprehensive innovation system that covers raw material development, formula design, and efficacy verification [1][2] Group 1: R&D Centers - The Harbin R&D center focuses on medical device technology and has established a leadership position in the medical dressing market through advanced research such as supramolecular co-crystal technology and recombinant collagen [1][2] - The Shanghai R&D center, set to be operational in 2024, aims to meet the efficacy upgrade demands in the cosmetics market and integrates global resources with an international perspective [1][2] Group 2: Innovation and Collaboration - The synergy between the two centers is enhanced through the integration of supramolecular technology and academic-industry networks, leading to innovative solutions for industry challenges such as the stability of natural ingredients and low transdermal absorption rates [2] - The collaboration has resulted in the development of patented raw materials like supramolecular white peony seed oil and supramolecular grape seed oil, addressing consumer needs for safe and effective skincare solutions [2] Group 3: Production and Market Impact - The intelligent upgrade of production facilities amplifies the collaborative effects of the R&D centers, with automated production lines and smart traceability systems ensuring product traceability from raw material origin to experimental data [2] - This integrated "research-production-sales" model significantly enhances the efficiency of new product development, with over ten new products launched in August of the previous year, receiving positive market feedback [2] Group 4: Industry Implications - Fulejia's dual R&D center model is reshaping the innovation logic in the Chinese beauty industry, establishing a competitive barrier that is difficult to replicate and providing a transformative example driven by research value [3] - The combination of solid research from Harbin and cutting-edge insights from Shanghai demonstrates that breaking regional boundaries and activating innovation resonance is essential for sustaining China's beauty narrative in the global technology competition [3]