AI Reshapes Beauty Production Chain as Effectiveness Takes Center Stage

Huxiu Think Tank will hold a closed-door discussion on September 28. It is called the 502 Online Peer Exchange. The theme is accelerating new product launches and restructuring the content production chain with AI. It will examine practical adoption in daily goods and beauty. The format is closed and application-screened, and will be held via Tencent Meeting.

According to reporting by Huxiu’s Huxiu Think Tank, the focus this time is not on generation capability. The question lies in the effective content ratio and the recalculation of business value. Speakers include operations leaders from Shanghai Jahwa and CHANDO. Representatives from Liren Lizhuang, C&S, and Tezign will also join. They will unpack integration into workflows from different standpoints.

In daily goods and beauty, content is not an accessory. From new product launch to conversion, there is a multi-stage process. It starts with extracting selling points and planning. Scriptwriting and visual design follow. Image and video production form the execution stage. That is followed by creator matching and channel distribution. Data review and analysis come last. Brand, trade promotion, and e-commerce teams are involved. Design, media, and agencies are also linked. Handoffs are iterative and coordination costs are high.

AI is now entering this chain. Product image and video generation are in use. Script rewriting and channel-specific optimization are also advancing. Adaptation to different customer segments and consumption scenarios has become faster. Large numbers of variants can be produced in a short time. However, faster production is not proof of value. The publishable ratio and contribution to conversion are under question. Changes in staffing also need to be examined. Whether cost savings should be used for cuts or for denser testing. Whether capabilities remain with the company or stay as individual skills. The debate has shifted from whether to generate to quality of operation.

What exactly does AI replace, what does it leave behind, and which capabilities has it made more important

The sentence above captures the core of this discussion. It is neither a tool tutorial nor a case showcase. It makes clear an intent to cut into the interior of the process.

AI Adoption at Major Beauty Companies

Shanghai Jahwa is exploring AI production across multiple scenarios. Targets include key e-commerce visuals. Interest-driven videos are also included. TV commercial prototyping is also in scope. AI is involved from planning to final output. Tools in use include Jimeng AI and others. Wanjing Yike and others are also being trialed. Zong Lin, head of the IT department, will explain. The focus will be on differences in capability requirements by scenario. Creation, scripting, and screen generation have changed. Editing and finishing processes have also changed. Maintaining brand worldview is a challenge. Ensuring product authenticity is also a challenge. Review systems and large-scale reuse are also at issue. The focus is whether it remains a one-off tool. It will test whether it becomes stable production capacity.

For large companies, reproducibility is critical. Variation in quality is not tolerated. Deviation from brand worldview undermines trust. Lack of authenticity invites returns and complaints. Explicit review standards are essential. Introducing tools is easy. Embedding them into processes is not easy. Replicable procedures are needed. Stability as infrastructure is required. This sharing will test that boundary.

Challenge of Shifting From One-Off Tools to

Foundational Capability

The difficulty in AI adoption lies in entrenchment. Use as a tool advances in a short time. Integration into business procedures takes time. Stably replicable capability is required. Review and reuse mechanisms are key. According to reporting by Huxiu’s Huxiu Think Tank, the question is whether it is a collection of one-off tools or a foundation. Whether it can become a large company’s content foundation is at issue. Required standards differ by process. Key visuals emphasize accuracy. Interest-driven videos emphasize speed and volume. TV commercials emphasize worldview and finish. A single tool cannot cover all of them. Proper use and management are essential. Reuse of knowledge determines efficiency. Accumulation of review records is also important.

Foundationalization has three conditions. First is clarification of quality standards. Second is automation of review procedures. Third is assetization for reuse. Assetization requires organizing selling points. It also requires systematizing visual guidelines. It also requires structuring past successes. They must not remain as individual tricks. They must remain as organizational procedures. Tool proficiency and organizational capability are different. This distinction is the key point this time.

Shift to Effective-Content Competition After

Oversupply

Liren Lizhuang will present practices from an operations standpoint. Jiang Yan, head of AI content, will take the stage. It is based on experience operating beauty brands. The target is the content planning and operations process. Fitting to different channels is a challenge. Fitting to different customer segments is also a challenge. Identifying reusable experience is important. The focus is the shift from mass generation to effective content. Materials areフィルタed by traffic and conversion. It will discuss competition after supply is no longer scarce. The aim is to identify truly scarce capabilities.

Increased production volume is only a starting point. The bottleneck has moved from production to selection. Which materials to publish is important. Which materials convert is the test. Systematized selling points support selection. Accumulated brand knowledge supports selection. Accumulated consumer insights also support selection. Stably reusable capability is required. A one-time hit has low value. A reproducible hit has value. The operations-side view is close to the business. Cost-effectiveness is strictly verified.

Turning Selling Points Into Organizational

Capability

CHANDO will present practices from a brand standpoint. Business leaders and data departments are involved. Luo Yujing, general manager of the big data center, will take the stage. It will explore integration into planning, production, and operations. Assetizing brand experience is the central issue. The goal is capability that can be reused across the organization. The balance after efficiency gains is at issue. Both scale and quality are needed. Maintaining consumer experience is also needed. Quality degradation for efficiency is not allowed. Experience damage for speed is not allowed either.

The key lies in structuring brand knowledge. Leave selling points as records. Leave expression guidelines as procedures. Leave success conditions in verifiable form. Feed them to AI for reuse. Integrate AI from the planning stage. Integrate AI at the production stage as well. Integrate AI at the operations stage as well. Consistency across all procedures is important. Partial optimization has little effect. Total optimization is required. Connection to brand management is in view. Content efficiency is only a means. Improving brand value is the goal.

Roundtable Examines Validation and

Evaluation Criteria

The roundtable will address the effective content ratio. Yang Senlin, vice president and CDO of C&S, will participate. Zhang Zixuan of Tezign will also participate. They will discuss together with the three presenters. The high-frequency daily goods perspective will complement. Decision-driven trade promotion will be at issue. The consumer insights perspective will also be added. Pre-validation of content direction will be covered. The boundaries of insight capability will also be covered.

The agenda is organized into three items. First is where the new bottleneck lies. Whether it is production, review, or decision-making is questioned. Structural change after the surge in material volume is targeted. Second is early validation before distribution. Whether selling points can be validated is questioned. Whether scripts and visual materials can be validated is also questioned. Third is the criteria for measuring value. Whether to look at production volume and cost is questioned. Whether to look at effective content ratio and conversion performance is questioned. Shortening the validation period for new products is also an indicator. Shifting measurement standards is the key point.

The 502 Online Peer Exchange focuses on industrial adoption. Retail and consumption are the main settings. Intelligent manufacturing and others are also covered. Executives and technology leaders gather. In-depth exchange of representative cases is the method. It cuts into the real challenges of adoption. Carslan and Botanee have participated in the past. Yili, Geely, and Midea have also participated. It has cumulatively reached more than 3,000 people. The number of sessions has reached 63. Each session is admission by screening. This time the audience is digitalization and AI leaders. Brand and e-commerce leaders are also targeted. Creative, design, and media staff are also targeted. Content technology practitioners are also targeted.

Editorial Opinion

In the short term, we expect the outsourcing structure to change. Outsourced production will shrink. The weight of in-house planning and validation will increase. On e-commerce frontlines, the number of validations will become competitiveness. Companies with review standards will be able to leverage speed.

In the long term, we see assetization of insights as the dividing point. Companies that can accumulate selling points and expression guidelines will be strong. Companies that cannot will only chase tool updates. Differences in brand value will appear in content hit rates. The design of organizational capability will determine market position.

The remaining question lies in agreement on measurement standards. Which should be prioritized, publication rate or conversion rate. Is there a mechanism to catch errors in pre-validation. How should the allocation between cost reduction and stronger validation be decided. Sharing of standards will become the industry’s next challenge.

References

• “ 上新提速后，AI如何重做日化美妆的内容生产链？｜502线上同行 “, by 虎嗅智库 — 虎嗅网, 2026-09-20T12:48:17.000Z (ARR)
• Source URL: https://www.huxiu.com/article/4892577.html?f=rss