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1. The rise of the era of substitution

The rise of substitute products is a reflection of consumers' pursuit of cost-effectiveness. Take cosmetic contact lenses as an example. Some emerging brands have launched products with affordable prices and decent quality, which have quickly attracted many consumers. These substitute cosmetic contact lenses are almost the same in design and color as those of big brands, but the price is only a fraction of that. Similar situations have also occurred in the cosmetics and contact lens markets. Substitute products have won the favor of consumers with their low price advantage.

2. Impact of air express on the beauty industry

The rapid development of the air express industry has greatly facilitated the circulation of beauty products. On the one hand, big brands can quickly bring new products to the market through air express to maintain their market competitiveness; on the other hand, manufacturers of substitute products can also use air express to quickly respond to market demand, replenish stocks and promote them in a timely manner. However, the efficient transportation of air express has also made the market competition more intense.

3. Challenges faced by big brands

Big brands face many challenges in the era of substitutes. First, the price advantage is no longer obvious, and consumers are less receptive to high-priced products. Second, market share is taken away by substitutes, and sales growth slows down. In addition, big brands need to continue to innovate and optimize their products to meet the ever-changing needs of consumers.

IV. Response Strategies and Future Prospects

In order to cope with the challenges of the era of substitutes, big brands can adopt a variety of strategies. The first is to reduce production costs and optimize supply chain management, thereby reducing product prices. The second is to strengthen R&D innovation and launch more distinctive and differentiated products. The third is to increase marketing and promotion efforts to enhance brand awareness and reputation. At the same time, with the continuous changes in consumer demand and the further development of the market, the competitive landscape of the beauty industry will continue to evolve. Substitute products may continue to improve in quality and brand building, while big brands need to continue to innovate and adapt to market changes in order to remain invincible in the fierce competition. In short, in the tide of the era of substitutes, big brands need to constantly adjust their strategies and adapt to market changes, and the development of the air express industry will continue to have a profound impact on the beauty industry.