美丽的牵手

“我們对中东欧商品很有信心，”宁波帝加唯达股份有限公司总经理陈薏看准了中东欧美妆产品在国内市场的新商机。

“优质、平价，这是中东欧商品最明显的特点，也是最大的魅力。中国—中东欧国家博览会这个国家级展会，是中东欧商品展现的最佳平台。”陈薏说，随着对中东欧国家的了解越来越深入，同时又熟悉掌握国内消费市场的瞬息变化，她和丈夫张荣灵敏地嗅到了国内美妆市场的新商机。

“中东欧国家的美妆个护产品具有优良的品质和卓越的性价比。比如保加利亚，全球1/3的玫瑰原料产于此，独有的大马士革玫瑰更是能制作出优质的衍生产品。我们此前的预判就是，美妆个护产品可以成为中东欧商品拓展中国市场的重要领域之一。”陈薏说。

陈薏接着回忆说：“早在2014年的时候，我就接触过保加利亚的国宝级品牌BIOFRESH，但是因为当时的地区代理引入的产品太少了，所以我只体验了有限的几个产品。但是产品的品质让我印象深刻、念念不忘。所以中间几次想要联系品牌，无奈因各种原因一直没有和品牌方对接上。”

一条路遇阻，没有妨碍陈薏继续在这个方向上奔跑的决心。凭着自己的判断，2018年，陈薏率先与东欧美妆护肤品销量第一的罗马尼亚国宝级品牌GEROVITAL合作，成为大中华区总代理。

“2017年前后，国内美妆消费、女性消费都出现了明显上升的趋势。GEROVITAL主打的就是抗衰老，产品成分本身又非常简单、安全，我们判断这类产品在国内有巨大的市场。”陈薏坦言自己当时的想法。

在代理GEROVITAL的过程中，市场反馈佐证了陈薏的预判。“美妆产品的最大优势，就是复购率高。消费者第一次可能只是购买一瓶爽肤水，但是使用体验好，她后续就可能会买一整套产品。而中东欧美妆产品普遍有平价优势，这就降低了购买门槛、提高了新客获取率。另一方面，美妆本身是消耗品，3个月左右就会产生一次复购，这样循环往复的购买量都是复购效应。”

与此同时，陈薏没有放弃继续寻求与BIOFRESH的合作对接，终于在2020年一次偶然的机会，与该品牌取得了联系。

“在真正对这个品牌的产品线有了进一步的了解后，我更兴奋了。这是一个已经非常成熟的国宝级品牌，无论是产品原料、产品成分、制作工艺，都有可靠的保证，也非常契合目前国内消费者的美妆需求。”

在去年拿到该品牌的全国代理后，陈薏开始着手化妆品备案、备货等。“就是为了在今年的中东欧博览会这样的国家级平台上，能够让保加利亚美妆产品崭露头角。”

接受采访时，陈薏在中东欧博览会常年馆中的特色商品馆正在加紧升级装修，调整展品展示，全力迎接第二届中国—中东欧国家博览会。“全新的呈现一定会非常漂亮！我们对中东欧商品很有信心！”

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！”