农夫山泉要进军美妆业，却不用一滴水？
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China's bottled water conglomerate, Nongfu Spring, is tapping into the skin care market, the Hangzhou-based company announced on Sunday night. 周日晚，中国瓶装水企业农夫山泉（Nongfu Spring）宣布将进入护肤产业。农夫山泉的总部坐落在杭州。 But instead of using aqua, which tops many skin care product ingredients, the company said "there isn't a single drop of water" in three of its newly launched products, which are facial masks and two types of toners. 尽管矿泉水是护肤产品的首选原料，农夫山泉却表示不会在护肤原料中使用，在农夫山泉研发的面膜和两种化妆水中“没有一滴水”。 Instead, the company has sourced 400 metric tons of natural birch sap from Finland as the base of its products, which are marketed mainly as strong moisturizers and branded as Yoseido. 农夫山泉在芬兰找到了400吨天然白桦树汁，将以此作为产品的原料，宣传其强大的保湿功效，品牌归到“养生堂（Yoseido）”旗下。 "It may sound like a crossover for Nongfu Spring, but (it is) actually a back-to-basics approach for my business," said Zhong Shanshan, founder and chairman of Nongfu Spirng. 农夫山泉创始人、董事会主席钟睒睒说：“看上去好像是农夫山泉在寻求转型，其实只是回到原点。” The 63-year-old journalist-turned-businessman made his first bucket of gold by producing nutritional supplements processed from turtle shells around 1993. Three years later, after discovering a reservoir near his hometown in Zhejiang province, he started the bottled water business and steadily expanded the group, Yang Sheng Tang Group Ltd, into a 10-billion-yuan ($1.51 billion) empire with portfolios in beverage, foods, health products and biopharmacy. 钟睒睒今年63岁，从记者转型为商人，1993年从龟壳中提取营养物质，因此赚到了人生第一桶金。3年后，在家乡浙江附近发现水库，瓶装水事业由此开启，并逐渐扩大版图，建立养生堂有限公司，价值100亿人民币，经营饮料、食物、保健产品和生物制药产业。 The venture in the skin care category, which kicked off three years ago for research and development, will be a new arm under the YST Group. Its facial masks have been put on the Tmall store of YST for trial sales, at the price of 168 yuan per pack, containing five pieces, close to the offerings of US brand Olay under P&G. 三年前农夫山泉开始护肤产业的研发工作，将成为养生堂旗下的新臂膀。其面膜已经在养生堂天猫店铺上架试运营，每盒五片，共168元，和宝洁旗下的美国品牌Olay玉兰油价格接近。 The official time for all of the three products to be put on shelf at departments stores and e-commerce platforms has yet to be decided, according to Zhong. 钟睒睒说，三种产品在实体店和网点的正式上架时间还有待商榷。 But he confirmed that the products are likely to be exported to Japan, one of the most competitive markets in the world for beauty industry. 但是他明确表示，产品可能会销往日本——在世界护肤领域具有强大竞争力的国家。 More than that, he is making no bones about his ambition to turn the brand into the top five sellers in domestic skin care category within five years. 此外，钟睒睒毫不谦虚地说，5年内，他要把养生堂护肤产品的销量做到国内护肤品牌五强之一。 "There is no such thing as brand loyalty. It took a little time for all the once die-hard Nokia followers to shift to iPhones when (Steve) Jobs created it," he said, addressing the question of competition against many well-established brands home and abroad. 提到不少国内外知名的大品牌时，钟睒睒说：“品牌忠诚度这种东西是不存在的。当年诺基亚艰难维持了那么久，苹果一问世，诺基亚粉丝们还不是很快就变心了。” While China's beauty industry is still dominated by foreign brands, there has been a rising interest among young people to try domestic brands. Statistics from Tmall showed that during the latest Singles Day shopping extravaganza, eight out of the 18 brands that consolidated sales over 10 billion yuan within 24 hours are domestic ones. 中国的护肤市场仍由外国品牌占据，但是年轻人中想尝试国货的人也在逐渐增加。天猫数据显示，在刚过去的双十一购物狂欢中，24小时内，共18个品牌交易额超过100亿元，其中有8个是国产品牌。 Pechoin and Chando are the two bestsellers followed by Western brands such as Lancôme and Estée Lauder. 百雀羚（Pechoin）和自然堂（Chando）是除兰蔻（Lancôme）和雅诗兰黛（Estée Lauder）外销量最好的两个品牌。 According to consultancy firm Mintel, China's facial skin care and cosmetics industry is likely to exceed $20.5 billion in 2017, up by 12 percent year on year, and far above the 8 percent annual growth rate enjoyed by the general beauty and personal care category. 咨询公司英敏特（Mintel）称，2017年，中国的护肤产业总价值可能超过205亿美元，同比增长12%，比世界美容及个人护理行业的总价值年增长率高出8%。 （翻译：阿忙） |
