卷功效、卷低价、卷ROI，救不了品牌！5月上海，来“无用”美妆展找答案

The article examines anxieties in the beauty industry and proposes solutions, emphasizing the importance of aesthetic sovereignty and strategic products, while providing actionable strategies.

1. Industry Pain Points: Intense competition on efficacy, low prices, and ROI has eroded user loyalty and brand premium; merely chasing GMV growth fails to address fundamental issues.

2. Core Solution: The BAE Beauty Art Festival advocates for the "uselessness of the useful," rebuilding brand moats through aesthetic sovereignty (e.g., cultural connotations and personalized expression); OIB promotes a strategic product mindset, focusing on engineered success over short-term hits to transcend algorithm cycles.

3. Actionable Advice: Participate in the BAE event in Shanghai in May 2026 to learn how brands can evolve from "merchants" to "aesthetic curators," experiencing how design language enhances user emotional connection; examples like Pechoin integrating Eastern aesthetics and Kangaroo Mommy's Möbius strip design offer inspiration.

4. Event Details: The event will be held at the West Bund Dome Art Center in Shanghai from May 9-10, 2026, offering direct access to new growth perspectives.

This article focuses on the transformation of brand marketing and product development, highlighting the critical role of aesthetic sovereignty and strategic products in achieving differentiation.

1. Brand Marketing: Move beyond competing on price and efficacy; adopt BAE's concept of the "uselessness of the useful" to position the brand as an "aesthetic curator," using cultural narratives (e.g., turning lip gloss into artistic expression) to strengthen user emotional bonds; user behavior shows they remember routines like "Vitamin C in the morning, Retinol at night" but not brand names, necessitating the infusion of a "charming, elegant, or rebellious soul."

2. Product Development: Case studies demonstrate integrating cultural elements to enhance value, such as Pechoin's use of artifacts as a medium to blend nature and craftsmanship, Hanhoo's "teacup"图腾 for anti-aging tea positioning, and Kangaroo Mommy's Möbius strip aesthetics embodying a "beauty without limits" philosophy.

3. Consumer Trends: Consumers prioritize emotional connection over mere ingredient concentration; strategic products can grant "algorithm immunity," fostering user loyalty and active search; the opportunity lies in exploring the intersection of aesthetics and strategy at the BAE event.

4. Risk Warning: Overemphasis on ROI risks reducing brands to mere tools; a balance between "efficiency" and "soul" is needed; OIB's methodology provides a practical path, as seen in Paragon's use of "tropical blue" to rebuild differentiation in Indonesia.

The article interprets policy trends and market opportunities, offering growth strategies and risk mitigation, emphasizing the shift from hit products to strategic products.

1. Policy Interpretation: The event, guided by entities like the Shanghai Municipal Party Committee Propaganda Department, promotes the revitalization of the cultural and creative industries, offering brands a compliant new direction; the OIB and BAE collaboration theme, "The Aesthetic Expression of Strategic Products," aligns with policies fostering commerce and culture integration.

2. Growth Markets: Changing consumer demands show users seek emotional connections; strategic products (e.g., Pechoin's state gift case) can transcend cycles like declining birth rates, with Kangaroo Mommy's counter-trend growth proving aesthetic design expands market reach.

3. Opportunity Alert: The BAE event provides measures for event-based marketing, teaching how to shift users from "buying goods" to "visiting an exhibition," capturing value beyond direct GMV; cooperation methods include OIB assisting brands with overseas expansion (Indonesia case) and accessing investment support.

4. Risk Warning: Chasing ROI entails short-term博弈 risks, making brands easily "swiped past" by algorithms; the positive impact is that strategic products build long-term loyalty, while neglecting aesthetics risks losing the brand's soul; key learnings include how OIB cases use "aesthetic expression" to solidify loyalty.

The article guides factories to focus on product design and commercial opportunities, highlighting the importance of aesthetic elements and the development insights from strategic products.

1. Design Requirements: Cases show products need integrated cultural connotations, like Pechoin's "artifact as medium" design, Hanhoo's "teacup"图腾, and Kangaroo Mommy's Möbius strip curve aesthetics, requiring aesthetic language to enhance appeal; design philosophy is shifting from pure functionality to emotional承载.

2. Commercial Opportunities: The era of strategic products offers long-term growth potential, replacing the hit product model; OIB cases, like Paragon's use of "tropical blue" as an identifier to rebuild differentiation in Indonesia, demonstrate opportunities in overseas markets; the BAE event showcases innovative designs like rock display platforms, inspiring new ideas.

3. E-commerce Insights: Advancing digitalization requires moving beyond efficiency; aesthetic sovereignty can enhance brand premium and reduce inventory risks; the article indicates competing on ingredients down to the genetic level is ineffective, necessitating a shift to "useless" cultural expression.

4. Practical Path: Reference BAE live displays (e.g., scented white noise experiences) to explore producing personalized products; event information provides a participation platform at Shanghai's West Bund.

The article analyzes industry trends and solutions, revealing client pain points and strategies centered on aesthetic sovereignty.

1. Industry Trends: Transition from the hit product era to the strategic product era, with aesthetics as a core differentiator; BAE's advocacy for the "uselessness of the useful" reflects a new industry direction, emphasizing cultural connotations over cold efficacy.

2. Client Pain Points: Brands are trapped by algorithms, suffer from low user loyalty, and struggle to establish differentiation (e.g., competing on ingredient lists to decimal points yet remaining forgettable); OIB cases expose pain points like Hanhoo's EGCG R&D bottlenecks.

3. Solutions: Combining aesthetic sovereignty with strategic positioning provides "algorithm immunity"; successful OIB methodologies (Pechoin's Eastern aesthetics, Kangaroo Mommy's cross-market success) demonstrate an engineered path; the BAE event offers slow aesthetic experiences to alleviate pain points.

4. Innovation Insight: While not directly mentioning new tech, design language (e.g., Monet-inspired lip gloss expression) serves as a soft innovation tool; service providers can help brands achieve a mental shift from "selling goods" to "curating."

The article discusses platform demands and issues, offering operational management and investment attraction opportunities, while emphasizing the avoidance of short-term risks.

1. Demands and Issues: The commercial demand on platforms is to help brands escape the "algorithm cage" and avoid being "swiped past"; issues include ROI competition eroding brand premium, broken user emotional connections, and short-term博弈 hindering long-term development.

2. Platform Approach: Support brand participation in events like BAE, advocating for "non-efficiency" value, such as shifting users from "buying goods" to "visiting an exhibition"; the OIB methodology offers a "strategic product" model for platforms to emulate, promoting algorithm immunity.

3. Platform Investment Attraction: The BAE Beauty Art Festival presents a new opportunity; the May 2026 Shanghai West Bund event can attract brand participation, allowing platforms to leverage it for investment attraction; guidance from bodies like the Shanghai Municipal Commission of Commerce provides policy support.

4. Risk Mitigation: Operational management should avoid solely pursuing GMV growth, encouraging aesthetic sovereignty (e.g., rock display platforms in cases) to reduce risks; the trend indicates that ignoring the "uselessness of the useful" leads to a loss of brand soul; platforms should advocate for long-term strategy.

The article reveals new industry dynamics and problems, providing research material on business models and policy implications.

1. Industry Dynamics: The rise of aesthetic sovereignty (BAE's theme: "uselessness of the useful") and the strategic product era replacing the hit product mindset; new dynamics include integrating cultural connotations into products (Pechoin case), reflecting a shift towards personalized branding in the beauty industry.

2. Emerging Problems: Competition on efficacy and low prices leads to brand crises, declining user loyalty, and algorithm-driven short-term博弈; problems include difficulty establishing differentiation (consumers remember "Vitamin C in the morning, Retinol at night" but not brand names), requiring solutions for broken emotional connections.

3. Business Models: OIB cases demonstrate models combining aesthetics and strategy, like Hanhoo's "teacup" positioning and Kangaroo Mommy's Möbius strip design, achieving engineered success; the BAE and OIB collaboration embodies the dual practice of "creating fascination" and "precipitating loyalty."

4. Policy Implications: The event is guided by entities like the Shanghai Municipal Party Committee Propaganda Department, indicating policy support for the cultural and creative industries; regulatory suggestions include encouraging aesthetic sovereignty to address industry anxieties, offering insights such as government units promoting commerce and culture integration.