After nearly 40 years of reform and opening up, people’s living standard has generally improved, and their demand for life has entered the stage from material demand to psychological demand. Young consumers, represented by Generation Z, pay more attention to beauty and appreciate beauty, and the demand for beauty has become an important part of people’s needs for a better life.

As a result, high-quality development has become the main theme of the beauty industry.

On September 27-28, 2021, at the 2021 China Beauty Supply Chain Show (iPDM), jointly organized by China Beauty Network and Guangdong Cosmetic Society. After the preliminary online selection, jury re-election and other links, finally, Hou Juncheng, Chairman of PROYA Cosmetics Co Ltd, Fan Zhanhua, President of QSCC and CEO of Nosebel, Party Secretary and General Manager of Shandong FREDA Pharmaceutical Group Co. Ltd. and Ruan Rongtao, Chairman of Zhejiang Jinsheng New Materials Co. In Hou Juncheng’s opinion, this is not only his personal honor, but also the honor of PROYA and Beautéville.

The “2020 annual figure of China’s beauty industry chain” awarded for the first time at the exhibition is a commendation and praise for the industrial chain figures who lead the high-quality development of the industry and deeply cultivate the front line. Along the way, they walked firmly, cut through thorns and thorns, and created excellent results with unique vision and practical action.

Model itself is a powerful force. As the chairman of PROYA and the general advisor of Beautéville, Hou Juncheng has been willing to be a “shopkeeper” for the industry for several years, and to drive the high-quality development of the cosmetics industry by building a new, world-class cosmetic industry cluster, Beautéville, with technological innovation and win-win cooperation.

With the joint efforts of Hou Juncheng and the local government, Beautéville, as the only core bearing area of the cosmetic industry in Zhejiang Province and the demonstration base of cosmetic innovation supervision and high-quality development in Zhejiang Province, focuses on the global industry chain, insists on the "three-life integration" of production, ecology and life, and the "four-in-one" of industry, culture, tourism and community. The "four-in-one" development concept has completed the overall image construction of the 3.28 square kilometer core area ahead of schedule, successfully stationed 172 cosmetic and supporting projects, with a total planned investment of nearly 32 billion yuan, and signed friendly strategic agreements with government agencies and industry associations of 29 countries, including France, Italy and South Korea, making it a major gathering place for the cosmetic industry in China. It has become a major cloud gathering place for the cosmetics industry in China.

Beautéville has brought Chinese cosmetics to the world stage and gained the recognition and respect of the world. Hou Juncheng said that in the future, he will take on a stronger mission, integrate his personal struggle into the historical process of the development of the beauty industry, and contribute his wisdom and strength to achieve the prosperity of the beauty industry.