Xin Youzhi: The era of transparent consumption has arrived, and consumer experience is an important criterion for testing brands

On November 1st, the first Guangzhou International Beauty Week with the theme of "Millennium Commercial Capital International Beauty Bay" opened at the Baiyun International Hall in Guangzhou. Xin Youzhi, founder of Xinxuan Group (also known as Xinba), attended the conference and delivered a speech, sharing Xinxuan Group's experience in supply chain and user experience

On November 1st, the first Guangzhou International Beauty Week with the theme of "Millennium Commercial Capital International Beauty Bay" opened at the Baiyun International Hall in Guangzhou. Xin Youzhi, founder of Xinxuan Group (also known as Xinba), attended the conference and delivered a speech, sharing Xinxuan Group's experience in supply chain and user experience.

It is understood that this "Guangzhou International Beauty Week" is a five-day event jointly organized by the Guangzhou Municipal People's Government and the Guangdong Provincial Drug Administration. The event is jointly organized by the Guangzhou Market Supervision Administration, Baiyun District People's Government, Haizhu District People's Government, Huangpu District People's Government, Huadu District People's Government, and Conghua District People's Government. The event was attended by approximately 1500 representatives from domestic and foreign associations, international and domestic cosmetics group brands, and manufacturing, raw materials, packaging, and other industries.

Xin Youzhi, the founder of Xinxuan Group, emphasized in his speech that Guangzhou is of great significance to Xinxuan Group. Xinxuan is his fifth entrepreneurial venture. "The support and tolerance provided by the business environment in Guangzhou have enabled Xinxuan to rapidly grow into a company with an annual sales revenue of 50 billion yuan." He stated that he will "work with various enterprises in Guangzhou to strengthen and expand the millennium old business city. We hope that Xinxuan can take root in Guangzhou, deeply cultivate the Greater Bay Area, and expand overseas markets

Nowadays, Xinxuan Group has over 4000 employees and over a thousand anchors, of which 13 have single episode sales exceeding 100 million. He realized early on that in the live streaming industry, if the supply chain is strong, the front-end will be strong, and the traffic will be dispersed, incubating the anchor matrix. Xin Youzhi believes that the reason why Xinxuan can maintain growth is because it has always focused on "infrastructure" construction.

Guangdong Province is one of the most important production and gathering areas for cosmetics in China, and also the main base and window for Chinese cosmetics to go overseas. Over the years, Xinxuan has grown together with numerous beauty brands in Guangzhou. Xin Youzhi introduced several major features of the Xin Xuan beauty track. One is its high sales volume. Xinxuan has collaborated with more than 11000 core brands, including more than 1600 beauty brands, and helped 55 beauty brands achieve sales exceeding 100 million yuan; Secondly, it has great potential, with beauty categories accounting for over 28%; The third is to create numerous explosive products, "We create explosive products, but do not follow the trend"; The fourth is the high conversion rate, with an average conversion rate of nearly 20% for beauty products in Xinxuan live streaming rooms.

Xin Youzhi shared a case of live streaming sales of beauty products. In the Xinxuan live broadcast room, there is a collagen product with a 3-minute sales revenue of 67 million yuan. In addition, the Xinxuan live broadcast room has helped the sales of three domestic beauty brands, Yunifang, Runbaiyan, and Oushiman, exceed 1.1 billion yuan.

When elaborating on business philosophy, Xin Youzhi stated, "Trust is the most scarce thing in this industry. The times are irreversible, and we will usher in another revolution, which is transparent consumption. We need to experience transparency and quality transparency." Therefore, Xin Xuan always stands with consumers and continuously strengthens after-sales forces to strengthen relationships with consumers and enhance their experience.

To make consumption more equal, Xinxuan's after-sales service is challenging the customer experience in this industry, "Xin Youzhi said. It is understood that Xinxuan Group completed the upgrade planning and implementation of quality control in 2021, with a quality control team of over 1400 people, fully safeguarding product quality. In 2022, Xinxuan upgraded its customer service system to the "User Experience Center", with over 2000 team members providing full-time professional services to over 80 million users.

Always maintain sincerity and always be close to users "is a key experience that Xin Youzhi wants to share. He also puts forward suggestions to many traditional brand owners, adapting to the industry with updated people and perspectives, improving consumer experience, and also having a craftsman spirit.

Beauty is a competitive industry in Guangzhou, and this conference can further showcase China's beauty to the world. Xin Youzhi believes that the beauty industry in Guangzhou will continue to improve in the future, and also expresses that Xin Xuan can establish a communication channel to serve more excellent brands and help more domestic beauty brands enter the world stage.

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