Jing'an Temple business district is a gathering place for the cosmetics headquarters economy, bringing together many world-renowned cosmetics companies such as L'Oreal, Clarins, Sisley, La Prairie, Charlotte Thiburi, etc.
In view of the legal differences and standards that foreign brands are troubled by entering the Chinese market and the characteristics of the current rapid development of online sales, the Jing'an District Administration for Market Regulation, as the industry regulatory department, fully integrates and uses the big data of bureaus, departments and teams to achieve the goals of industry trend prediction, compliance risk research and judgment, risk prevention tips, and problem solution provision with the "cosmetics industry regulatory risk early warning model".
Picture worm creativity
Consolidate and analyze regulatory data
Form an early warning model
At present, the main consumer position of the cosmetics industry has shifted from offline to online, and the consumption characteristics have also undergone significant changes, and opening up the online and offline global digital operation system is the focus of the development of regional cosmetics enterprises. Let the beauty industry become a shining label for the vigorous development of Jing'an's business and trade industry.
In order to implement the decision-making and deployment of the Municipal Party Committee and the Municipal Government on continuously optimizing the business environment, combined with the characteristics of the agglomeration of foreign-funded cosmetics enterprises in the region, and to meet the needs of the digital transformation and transformation of the cosmetics industry, the District Market Supervision Bureau explored and established a big data analysis model at the location of the "World Showcase of Beauty Brands on Nanjing West Road" in order to implement the decision-making and deployment of the Municipal Party Committee and the Municipal Government on continuously optimizing the business environment.
Jing'an Temple Market Supervision Office
As a connected consumer
and the grassroots market of the bridge of the enterprise,
Master a large number
data on consumer disputes, supervision and inspection,
How to put this part of the big data
Transformed into "nutrients" for the high-quality development of enterprises
It's the direction they've been exploring.
Therefore, before the "Double 11" in 2023, they tried to integrate and analyze a large amount of regulatory data to form this early warning model.
Integrate data dynamically
Help enterprises improve their management level
This model integrates the data of complaints and reports, adverse reaction reports, sampling verification, co-investigation, and network supervision clues transfer of 8 major makeup brands in Jing'an Temple business district, and realizes the monitoring and early warning of compliance risks, quality shortcomings, and changes in consumer services through analysis, and strengthens the protection of brand rights and interests while safeguarding consumer rights and interests.
Through the collection, classification, summary and analysis of regulatory big data by the District Market Supervision Bureau, it provides enterprises with relevant regulatory data and trends from the perspective of market supervision, and improves the quality management level of enterprises.
Ling Yun, director of Jing'an Temple's Market Supervision Institute, said: "Our regulators dynamically collect, integrate and update relevant data, which can accurately know the specific confusion and risk points that enterprises may face, and provide enterprises with 'precise drip irrigation' business services." ”
Taking L'Oréal China as an example, through the model data, relevant regulators and corporate personnel can intuitively and clearly feel the aspects that need to be paid attention to and strengthened in the operation of each brand, some of which involve packaging, and some of which involve product promotion. For another example, combined with the analysis of the co-investigation data, it also has important reference significance for the brand protection department of the enterprise to strengthen the specific process control.
Picture worm creativity
Through the early warning model and the supporting professional service package of "one enterprise and one policy", a cosmetics company in the jurisdiction has achieved a double decline in the number of complaints in the peak consumption season and the stable consumption period in the eight months from the launch of the model to June 2024. During the "Double 11" period in 2023, the number of complaints will drop by 40%. Among them, the decline in complaints about promotional activities, warehousing and logistics, quality problems, and consumer services is particularly significant. In the first quarter of 2024, sales increased by 6.2% year-on-year, while the number of complaints decreased by nearly 30% year-on-year.
Optimize regulatory services
Build a good business environment
This model and follow-up supporting services have formed a front-end and linkage enterprise service package, which actively discovers the difficulties, blockages and pain points in the development of enterprises through data, and truly enables regulatory data to further expand the market dividend and development dividend of the brand in the business district, and then form a radiation driving effect and attract more cosmetics brands to invest and settle in Jing'an.
Data analysis is version 1.0 of this model.
Currently, Jing'an Temple Market Supervision Institute
It has been tested to be able to achieve data sharing
"Regulatory risk warning in the cosmetics industry
Information Sharing Package" version 2.0.
Shen Rui, Senior Compliance Manager at Clarins, said that the sharing package not only reflects the care and support of the market supervision department for the healthy development of the enterprise, but also provides valuable market supervision information and risk warning for the enterprise, helping the enterprise to identify and respond to potential market risks in a timely manner, and ensuring the stable operation of the enterprise.
"The sharing package uses the form of graphics and texts to summarize the data, so that enterprises can find their opinions and suggestions on this product or service in different categories when reviewing the relevant data every year or quarter, which is of great help to enterprises to do data analysis and improve the service level of enterprises." Shen Rui said, "Consumers' feedback on the quality of products and services is the vitality of enterprises. We are particularly concerned about consumer feedback from us, and the market supervision department helps us to collect information and provide clues, which helps us to improve our services and products. ”
Picture worm creativity
For example, some anchors may have deviations in expression or slips of the tongue, but through the prompts of the network monitoring information in the sharing package and the guidance of the supervisory cadres, the enterprise has conducted intensive training for these live broadcast personnel when formulating live broadcast scripts, and told them about the relevant laws and regulations.
Shen Rui said that in the complex and changeable market environment, accurate information and timely early warning are crucial for enterprise decision-making. This initiative provides strong support for the company's compliance operation and risk management, and also builds a good business environment for the enterprise.
In the future, the District Market Supervision Bureau hopes to build a real-time and interactive data platform through this model to better help enterprises look at their own management from the perspective of market supervision. At the same time, it is also exploring ways to further increase data mining to achieve full-chain regulatory services with "supervision + service" as the core, with the goal of meeting the needs of enterprises and improving consumer experience, so as to help Jing'an become a model of high-quality development of the beauty industry and a new highland of fashion culture.
Reporter: Lu Anyi Picture: Interviewee, Picture Worm Creative Editor: Lu Jinghui Editor: Faye Wong Reprinted, please indicate that it is from Shanghai Jing'an's official WeChat
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