Massive Finance 70% of the world’s false eyelashes come from flat light styles, and there are more than 3,000 kinds.

Poster journalist Du Zhengmin reported a song.

Recently, the topic of "domestic false eyelashes are just needed by foreigners" has sparked heated discussion. According to enterprise survey data, beauty lovers all over the world love false eyelashes. Of every 10 pairs, at least 7 pairs are from Pingdu, Shandong. From November 7 to 8, the poster journalist learned that up to now, there are more than 5,000 market players and more than 20,000 processing sites for Pingdu false eyelashes, accounting for 70% of the world’s annual output, with an annual output value of 10 billion yuan. Among them, an ordinary false eyelash enterprise in Pingdu can export 10 million pairs of orders abroad every year.

False eyelash products provided by respondents

False eyelashes "cross the ocean"

Complete 400,000 orders in half a month.

"I still clearly remember that the first export order for false eyelashes after the establishment of the company was sold to European and American countries." Ms. Chen, the person in charge of Qingdao Mirier Eyelash Co., Ltd. recalled that at the beginning of its establishment in 2020, the company received an order for 100,000 pairs of false eyelashes from Qingdao Foreign Trade Company. "I was very happy and excited when I first received this order." Ms. Chen told reporters that this "first bucket of gold" earned nearly 100,000 yuan.

"At present, our customers are mainly concentrated in Europe, America, Japan and South Korea." Ms. Chen said that customers in Europe and the United States like long, thick and three-dimensional eyelash styles. Customers in Southeast Asian countries such as Japan and South Korea like eyelash styles that are more natural. "Transparent stems are the most selected by Japanese and Korean customers."

According to Ms. Chen, the specifications of each box of false eyelashes sold to European and American countries are mostly 7 pairs, 8 pairs and 10 pairs, and the unit price is around 10 yuan -30 yuan. The specifications of each box of false eyelashes sold to Southeast Asian countries such as Japan, South Korea and so on are mostly 5 pairs, and the unit price is 5 yuan -20 yuan. "(False eyelashes) raw materials are mainly synthetic fibers, and there are also natural hairs, such as mink hair, which is more expensive, and a box is about 40 yuan." Although the materials are different, these raw materials have the same characteristics: delicate, supple, no residue and uniform color.

In pingdu city, about 120 million pairs of false eyelashes are sold to Japan, South Korea, Europe and America every year. According to preliminary statistics, among the 70% of pingdu city’s beauty eyelashes in the world, Japan and South Korea account for 10%, Europe for 15% and North America for 25%.

False eyelashes produced in Pingdu, Qingdao

"My most impressive order experience was that in one day, nearly 400,000 pairs of false eyelashes were placed in succession," Ms. Chen added, adding that this order was also given by Qingdao Foreign Trade Company, and it was to be completed within half a month. "At that time, there were not many workers in our factory. In order to ensure the completion time, we first expanded recruitment, second, contacted individual processing points, and finally completed the order task with good quality and quantity, and successfully delivered the products.

Pingdu beauty eyelash industry can produce and process more than 3,000 kinds of eyelash products with different styles, and achieve employment of more than 50,000-60,000 people, and constantly promote the development of the tertiary industry in Pingdu, which can be said to be an industry that "enriches the people and strengthens the city".

"At present, our company has about a hundred customers in Europe, America, Japan and South Korea." Ms. Chen said that there are three main sources of orders for the company. The first is orders from foreign trade companies. The second is to expand foreign customers by participating in beauty exhibitions in Pingdu, Guangzhou, Yiwu and Shanghai. The third is to take orders online, such as Alibaba’s procurement and wholesale platform.

"This year, the total number of orders for false eyelashes exported by our company is expected to reach 10 million pairs." Ms. Chen said that with the expansion of business and the increase of orders, the company will continue to expand its foreign customer base in the next step. "Australia is one of our target customers (regions)."

Ms. Chen’s entrepreneurial story is a common experience of many false eyelashes practitioners in pingdu city. It is these large and small enterprises and processing points that support the "golden signboard" of "the capital of China’s eyelashes" in pingdu city.

Building a Modern False Eyelash Industry System

The advanced road of "China Eyelash Capital" is steady and far-reaching.

Walking into the digital production workshop of artificial eyelashes’ intelligent manufacturing, we can see that the whole process from wire drawing to hair clamping (hair combination), hair cutting, tube winding, plate mounting, gluing, cutting and card mounting, material box gluing, bagging, packing and so on is being mechanically debugged … The hammer rises and falls, the tweezers fly over, the tube rolls, the artificial eyelashes are heated and set, and the paper jam is mounted on the table, waiting for packaging and packaging.

Internal working scene of a false eyelash factory in Pingdu, Qingdao

Pingdu false eyelash industry has developed since 1970s. From accepting orders from foreign companies, to local people opening their own false eyelash factories, and then to the introduction of relevant government policies, it has built a whole industrial chain integrating raw material processing, eyelash manufacturing, marketing and other links, achieving close linkage and efficient cooperation between upstream and downstream industries, with a sound system and remarkable cluster effect.

In order to support the false eyelashes industry, pingdu city has launched "two parks and two bases" such as Qingdao Beauty Online New Economic Industrial Park, Beauty Supporting Industrial Park and Dazeshan Production and Processing Base to systematically promote the modernization of its false eyelashes industry.

The Beauty Industry Park has a total investment of about 3 billion yuan, covering an area of 308.5 mu. It is planned to build a new beauty economy platform integrating Jimei Beauty Operation Exhibition Center, Incubation Training Center, Beauty Town Zhongchuang Block, employee apartments and hotels, intensive workshops, logistics centers and high-rise Zhongchuang workshops.

"We can provide enterprises entering the park with one-stop services in the whole industry chain, such as raw material procurement, talent training, brand building, product research and development, logistics and warehousing, exhibitions and exhibitions." Dong Bing, public relations director of Qingdao Beauty Online New Economic Industrial Park, told the reporter.

Dong Bing said that in terms of financial support, the park cooperated with China Industrial and Commercial Bank, China Bank, China Agricultural Bank, Industrial Bank and other financial institutions to provide corporate financial financing services such as credit loans and secured loans. Among them, the credit granting activity of China Construction Bank-the whole park has been completed. At the same time, we set up a special fund for eyelash investment with the municipal government to provide capital market docking services for outstanding start-ups and small and micro enterprises, and provide the first round of angel investment in entrepreneurship.

Internal working scene of a false eyelash factory in Pingdu, Qingdao

Nowadays, Pingdu’s eyelash industry is undergoing a comprehensive transformation of digitalization and intelligence. In addition to building intelligent factories in the whole chain, the local government also actively uses the digital supply chain platform to explore new sales development models. At present, the small program "Digital Supply Chain Platform", which integrates the resources of Pingdu multi-party false eyelashes industry, has been fully launched. In addition, more exploration of the development of the eyelash industry has been brewing in Pingdu, and the advanced road of "China Eyelash Capital" is going further and further.

Many consumers say that once false eyelashes are used, it is difficult to stop using them, which makes false eyelashes become a daily consumer product. "People’s pursuit of beauty will not decrease, and the market prospect of false eyelashes will only become broader and broader." Dong Bing said with expectation and confidence.