36氪 was informed that the beauty public evaluation platform “Jixiaomei” has completed an angel round of financing of 10 million yuan, and this round is exclusively invested by Hongxi Venture Capital.
Different from the evaluation forms on the market, which are mainly based on anchors and beauty experts, Jimiaomei, established in 2021, is an evaluation content platform that follows the “popular route”. Users receive beauty products from the platform and generate independent evaluations. Content, to provide product purchase decision reference for other beauty users. The product has only been launched for 8 months. On the basis of zero-cost promotion, Jixiaomi has accumulated 220,000 beauty users and generated more than 10,000 evaluation reports.
Before founding Jimiaomei, Zhang Xiyan had 15 years of experience in the beauty industry and had previously incubated the beauty brand YNM. Zhang Xiyan told 36氪 that while domestic beauty brands are emerging, the problem of homogeneity of beauty products has become increasingly prominent in recent years, ROI has continued to decline, brand loyalty is difficult to build, and there is generally a high degree of reliance on marketing. Reflected in the product dimension, the life cycle of new products is generally not long, usually only 1-6 months.
“The domestic beauty market has strong industrial resources, but the reason why domestic brands have always been difficult is that the user positioning is not accurate.” In Zhang Xiyan’s view, the beauty category is relatively special, and the groups served by different items are different. It is necessary to subdivide people according to different skin characteristics and even regions, but product innovations in the market are often based on sales result-oriented platform data, and there is not enough insight into the needs and pain points of target users.
Part of Jimiaomei’s assessment in May, according to respondents
One of the backgrounds of Jimiaomei’s birth is that the supervision of the cosmetics industry is becoming stricter. On January 1, 2021, the “Regulations on the Supervision and Administration of Cosmetics” promulgated by the State Council came into effect. This “strictest new regulation” also puts forward more normative requirements for cosmetics business specifications, efficacy claims, and product quality. Among them, Article 4 of the new regulations mentioned that the registration management of new cosmetic raw materials with a high degree of risk shall be implemented, and the filing management of other new cosmetic raw materials shall be implemented.
“After the introduction of the new regulations, what brands need to do is not to find traffic in a short time, but to accumulate market in a longer dimension.” In Zhang Xiyan’s view, this is obviously more from product repurchase rather than marketing stimulation, and it also requires brands Invest more energy in how to more accurately find the needs of target users.
The reason for taking the public evaluation route is that Ji Xiaomei has many considerations. First, there are excessive marketing problems on mainstream grass-growing platforms such as Xiaohongshu and Douyin, which cause trouble for users to choose products; second, the beauty of beauty experts Grass is often transformation-oriented, and its neutrality is questionable; third, experts have their own skin characteristics, and the accuracy of recommending grass is limited, and many people will avoid their personal skin conditions, which may easily lead to wrong recommendations.
Specifically, Jimiaomei invites B-end beauty brands to settle in, and provides small and medium-sized samples and full-dress beauty products. Jixiaomi will recruit and distribute products. Users are based on skin problems and beauty functions. Interests , occupation type and other 14 data dimensions, and generate independent trial feedback reports. The evaluation results obtained above will also be summarized and sorted by Ji Xiaomei, and presented as a ranking list of beauty products.
Jixiaomi WeChat Mini Program Evaluation & List
Through the establishment of finer-grained user portraits to escort product innovation and iteration, Jixiaomi’s mass evaluation model has opened up a new perspective for the brand to directly connect with consumers to a certain extent. However, major e-commerce platforms have been exploring this aspect for a long time, and there are many product solutions such as Tmall U First Trial, Small Black Box, JD Trial, and JD Gold List. Obviously, whether it is the appeal of the platform or the richness of user data, the head platform has significant advantages.
In Zhang Xiyan’s view, the e-commerce platform itself has a strong selling attribute, and the traffic weight will naturally tilt towards the top brands. Jimiaomei is a single point of entry from the evaluation content, which is more friendly to new brands from the 0-1 stage, and can quickly reach the target customer group under the condition of low R&D budget investment. In addition, beauty products themselves are relatively non-standard, while Jimiaomei uses a standardized form of labeling for different categories and products, allowing brands to intuitively understand the degree of matching between product expectations and user feedback results, thereby shortening the research and development cycle.
In terms of profit model, for the brand side, Jimiaomei provides customized data services, brand promotion and other value-added services on the basis of free product distribution and evaluation reports. For C-end users, free users need to invite help to obtain the qualification, and paid members have the right to use without help. It is reported that Jimiaomei has cooperated with more than 120 brands including Proya, Bloomage Bio, COSMAX, Dr.DH, SACRUM, etc. In April this year, the MAU of the Jimiaomei applet reached 32,000.
Jimiaomei currently operates mainly based on the WeChat ecosystem. According to Zhang Xiyan, Jimiaomei plans to launch an evaluation officer growth system next to cultivate and encourage users to output high-quality evaluation content reports, as well as make more sub-category lists to provide more dimension evaluation references. The evaluation content will be distributed to platforms such as Xiaohongshu and Douyin.
The funds obtained from this round of financing are expected to be mainly used for technology research and development, expansion of the operation team, and marketing.
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