On the afternoon of October 28, Yan Jiangying, President of the China Fragrance, Flavor & Cosmetic Industry Association (hereinafter referred to as “the Association”), paid a visit to Shanghai Beeflower Daily Necessities Co., Ltd. (hereinafter referred to as “Beeflower”) to conduct a fact-finding mission. Gu Jinwen, Secretary of the Party Branch and Chairman of Beeflower, along with Guo Deying, Head of the Brand Strategy Department, attended the event. Zhao Yanjun, Deputy Director of the Shanghai Municipal Administration for Market Regulation’s Drug Administration Bureau, Jin Xin, Deputy Director of the Cosmetics Division, and Mu Min, Secretary-General of the China Fragrance, Flavor & Cosmetic Industry Association, accompanied the delegation during the visit.

Chairman Yan Jiangying, Deputy Director Zhao Yanjun, and their delegation visited Beeflower Company’s brand‑culture and corporate‑honor exhibition hall, the R&D center’s human‑efficacy evaluation laboratory, and the “intelligent” production facility, among other sites.

During the visit, Gu Jinwen, Chairman of Beeflower, provided Chairwoman Yan Jiangying and Deputy Director Zhao Yanjun with a detailed overview of the company’s corporate culture, brand strategy, innovation and R&D efforts, and smart manufacturing—highlighting the current state of Beeflower’s development.

Subsequently, Chairwoman Yan Jiangying, Deputy Director Zhao Yanjun, and their delegation held a symposium with Beeflower Company. The two sides exchanged views on cosmetic research and innovation, the future of China’s national brands, and plans for high‑quality development in the cosmetics sector. Beeflower stated that, as a well‑known domestic brand with 40 years of dedicated expertise in hair and body care, it has always regarded “innovation and quality as the lifeblood of the brand.” In recent years, the company has steadily increased its R&D investment, strengthened collaboration with universities and research institutions, recruited top talent, and formulated a long‑term strategic roadmap for brand development. In particular, with regard to “China‑specific botanical innovation,” Beeflower has consistently pursued an approach that organically integrates “Chinese herbal medicine,” “Chinese culture,” and “the aesthetics of everyday life.” It has successfully launched the innovative brand “Jiu Zun Plant Extracts,” which blends “traditional Eastern culture with modern health principles,” and is committed to creating “health‑and‑beauty products with Chinese characteristics,” thereby providing a platform for exchange and cooperation to advance both the “Eastern beauty industry” and “cultural confidence.”

“With the bee brand thriving, domestic products should be strong.” As one of the “first-generation national brands” from the early days of China’s reform and opening-up, and the country’s pioneer in the first generation of liquid hair‑care products, Chairwoman Yan Jiangying lavished high praise and recognition on the national brand “Beeflower,” noting its renewed vitality and dynamism in the new era. She also expressed the hope that this research and exchange initiative would serve as an opportunity to strengthen collaboration among all stakeholders, jointly advancing the high‑quality development of China’s cosmetics industry.