美麗的牽手

“我們對中東歐商品很有信心，”寧波帝加唯達股份有限公司總經理陳薏看準了中東歐美妝產品在國內市場的新商機。

“優質、平價，這是中東歐商品最明顯的特點，也是最大的魅力。中國—中東歐國家博覽會這個國家級展會，是中東歐商品展現的最佳平臺。”陳薏說，隨著對中東歐國家的了解越來越深入，同時又熟悉掌握國內消費市場的瞬息變化，她和丈夫張榮靈敏地嗅到了國內美妝市場的新商機。

“中東歐國家的美妝個護產品具有優良的品質和卓越的性價比。比如保加利亞，全球1/3的玫瑰原料產于此，獨有的大馬士革玫瑰更是能制作出優質的衍生產品。我們此前的預判就是，美妝個護產品可以成為中東歐商品拓展中國市場的重要領域之一。”陳薏說。

陳薏接著回憶說：“早在2014年的時候，我就接觸過保加利亞的國寶級品牌BIOFRESH，但是因為當時的地區代理引入的產品太少了，所以我只體驗了有限的幾個產品。但是產品的品質讓我印象深刻、念念不忘。所以中間幾次想要聯系品牌，無奈因各種原因一直沒有和品牌方對接上。”

一條路遇阻，沒有妨礙陳薏繼續在這個方向上奔跑的決心。憑著自己的判斷，2018年，陳薏率先與東歐美妝護膚品銷量第一的羅馬尼亞國寶級品牌GEROVITAL合作，成為大中華區總代理。

“2017年前后，國內美妝消費、女性消費都出現了明顯上升的趨勢。GEROVITAL主打的就是抗衰老，產品成分本身又非常簡單、安全，我們判斷這類產品在國內有巨大的市場。”陳薏坦言自己當時的想法。

在代理GEROVITAL的過程中，市場反饋佐證了陳薏的預判。“美妝產品的最大優勢，就是復購率高。消費者第一次可能只是購買一瓶爽膚水，但是使用體驗好，她后續就可能會買一整套產品。而中東歐美妝產品普遍有平價優勢，這就降低了購買門檻、提高了新客獲取率。另一方面，美妝本身是消耗品，3個月左右就會產生一次復購，這樣循環往復的購買量都是復購效應。”

與此同時，陳薏沒有放棄繼續尋求與BIOFRESH的合作對接，終于在2020年一次偶然的機會，與該品牌取得了聯系。

“在真正對這個品牌的產品線有了進一步的了解后，我更興奮了。這是一個已經非常成熟的國寶級品牌，無論是產品原料、產品成分、制作工藝，都有可靠的保證，也非常契合目前國內消費者的美妝需求。”

在去年拿到該品牌的全國代理后，陳薏開始著手化妝品備案、備貨等。“就是為了在今年的中東歐博覽會這樣的國家級平臺上，能夠讓保加利亞美妝產品嶄露頭角。”

接受采訪時，陳薏在中東歐博覽會常年館中的特色商品館正在加緊升級裝修，調整展品展示，全力迎接第二屆中國—中東歐國家博覽會。“全新的呈現一定會非常漂亮！我們對中東歐商品很有信心！”

A “Beautiful” Partnership

“We are very confident about products from Central and Eastern Europe，” said Chen Yi， general manager of Ningbo Dijia Vida Trading Co. Ltd.， who had long spotted the business potential of beauty products from Central and Eastern Europe. “High quality and low prices are the hallmarks and biggest advantages of these products and the China-CEEC Expo simply serves as the best platform to showcase these CEEC products.” As she got to know more and more about CEEC and became familiar with the changes of the Chinese market， Chen and her husband Zhang Rong saw the new business opportunities afforded by CEECs beauty products in China.

“For example， one third of the worlds roses used as raw materials for cosmetic products come from Bulgaria， and its unique Damascus roses can also be used for high-quality derivative products，” said Chen. “In fact， back in 2014， I already tried some products from Biofresh， a top brand in Bulgaria. Deeply impressed， I tried to be in touch with the company to sell their products in China， but， for various reasons， have not been successful （until recently）.”

Chen Yi wasnt deterred. In 2018， Chens company was the first in China to cooperate with Gerovital， a national brand from Romania and a top seller of cosmetics and skincare products in Eastern Europe， and became Gerovitals general agent in Greater China.

“Around 2017， consumption of beauty products in China saw a significant uptick，” Chen recalled. “As Gerovital focuses on anti-aging， and the product itself is very simple and safe， we believed there is a huge market for this kind of products in China.”

Market feedback confirmed Ms. Chens judgment. “A consumer may buy one bottle of toner the first time， but if she has a good experience with it， she may buy the whole set of the products. Beauty products from CEEC are comparatively cheaper， which means more potential customers. On the other hand， beauty products are consumables， which customers purchase every three months or so， which means higher sales volume.”

At the same time， Chen Yi did not give up on seeking cooperation with Biofresh. Ultimately in 2020， she secured the distribution rights for Biofresh through a chance opportunity. “We are full of confidence for CEEC products！”