From small red books, to vibrato, from knowing, to station B, from online to offline, where there are young people, there is marketing of Chinese products.
“oh my god, buy it!” When Li Jiaqi’s live broadcast began to appear more and more domestic beauty, the rise of Chinese cosmetics is a trend that cannot be ignored.
During the 618 event this year, the turnover of 589 domestic brands in the Tmall platform increased by 100% year-on-year, and 183 domestic beauty brands increased by 1000% year-on-year. The domestic beauty makeup is grabbing market share at an alarming rate.
According to the “Make-up User Insight Report” released today in the first half of this year, the retail sales of cosmetics in 2018 reached 261.9 billion yuan, a year-on-year increase of 9.6%. In 2019, the size of the beauty market is expected to reach 490.6 billion yuan. Zhang Dongfang, chairman and CEO of Shanghai Jahwa, also said in an interview with the media that in Japan and South Korea, the penetration rate of beauty makeup is 80% and 90% respectively, while China’s penetration rate is only 30%. China’s beauty market In the fast growth period of unsaturated, there is still a huge space in the future.
The male beauty market is also rapidly emerging. The social data of AdMaster, the marketing data platform, shows that the volume of Q1 men’s beauty in 2018 is 61% higher than that of Q4 in 2017. Beauty is no longer exclusive to women.
In the midst of the development of the beauty market, the influx of a new generation of consumers, the rapid rise of Chinese products.
Millions of generations began to consume more “smart” when faced with more and more diverse choices. “Bloomberg Business Weekly” has done research on consumers in China after 95s and after 00, and found that this new generation of wealthy consumers is pursuing a refined experience in order to buy high quality things. I am willing to spend more time doing my homework.
The new Chinese beauty brand is difficult to have its own counters or offline stores at the beginning. The online beauty marketing has become the main battlefield for products, from small red books, to shaking Sound, from knowing, to station B, from online to offline, where there are young people, there is marketing of Chinese cosmetics..
Chinese goods beauty, this captures the habit of the younger generation who is willing to spend more time on consumer product research, and firmly grasp every window where you get information.
Graphic window: Xiaohongshu, Zhihuo, WeChat public number
The perfect diary of the Chinese beauty brand in this year’s Tmall 618, only took an hour to get the first place in the sales of Tmall make-up, surpassing the big names such as Lancome and more than the cheap beauty in Europe and America. Maybelline.
The perfect diary founder Huang Jinfeng used to be the COO of Yumifang. If you remember the brand of Yumifang, you will find that Yunifang was the first brand of domestic masks with the overwhelming marketing advertisement. In the financial report of the first quarter of 2019, Yujiahui’s parent company, Yujiahui still puts the marketing methods of vibrato, live broadcast and KOL at an important strategic level, with sales expenses accounting for 43.8% of total revenue. Today, a few years later, Huang Jinfeng brought the perfect diary to more people through the updated channels through almost the same pervasive advertising and marketing methods.
Perfect diary uses Xiaohongshu as the main battlefield for marketing. In the beauty business, it is more appropriate.
In July of this year, Xiaohongshu released a set of Chinese goods “grass” data. According to the data, in the first half of 2019, the notes on Chinese goods in Xiaohongshu increased by 116% year-on-year, and more than 5 million users discussed and planted Grass domestic products, “quality”, “parity”, “matching” are the three most mentioned keywords, buying domestic products, using domestic products, drying domestic products, has become a new way of daily life of “national tide youth.”
In September 2017, the official diary of the perfect red book official account was established. At that time, there was only a few dozens of articles in the perfect diary. No one expected that this inconspicuous beauty can sit on 1.69 million fans in a small red book full of beauty brands. The concept of 1.69 million fans is to add up to a few fans of the national and beauty brands of some big and small names, not half the number of perfect diary fans – the small red book fans of the American and American cheap beauty brands Maybelline 150,000, the same period of the net red Chinese beauty brand Mary Yujia also only 74,000 fans.
The perfect diary begins with a small red book, or through a paving way, that is, looking for a team, writing a soft text, and then posting it to a small red book. After an incident, the perfect diary began to find some KOL participation, in the perfect diary 63 official account video diary, more than half of the videos are from KOL. In addition to the star-like videos, other KOL fans range from 0.5 million to 250,000, and the form is based on beauty bloggers.
According to the data of the third-party KOL promotion platform, the publication price of a small advertisement book of small and medium-sized small people ranges from 2,500 yuan to 50,000 yuan. According to the number of KOLs used by the perfect diary, the perfect diary is The cost of small and medium-sized KOL exceeds 1 million, and the third-party promotion platform shows that the price of the small red book of Ji Ke Yi Yi is 230,000.