style=””>The marketing method is more diversified:
1. Place in-site ads on the e-commerce platform;
2. Advertise on advertising channels such as Google and Facebook;
3. Brand promotion on emerging social media platforms such as TikTok and “Overseas Xiaohongshu”. This form is actually similar to promotion on Facebook, but it may be that consumers’ participation and circulation will be higher. There is also promotion on Pinterest, which is also a channel that many overseas brands tend to ignore, but in fact, there are a lot of beauty content on Pinterest, and many North American, Latin American and Western European users have the habit of searching for makeup on Pinterest.
4. Place advertisements on well-known local buildings in the target market, such as Shibuya, Japan, and Nasdaq screens in the United States;
5. Advertise on local TV stations and newspapers. Don’t think it sounds weird. Previously, entrepreneurs who went overseas reported that the effect of TV advertisements in Taiwan, China is sometimes unexpectedly good. Many Indian users still keep reading newspapers and TV habits.
6. Cooperate with KOLs of Instagram and YouTube to record product introductions or experience videos;
7. Cooperate with overseas celebrities to deeply bind celebrities with suitable brand positioning.
8. E-commerce live broadcast is still in a relatively early stage, and the conversion rate is still far behind the domestic level. You can continue to observe and choose the right time to enter the game.
9. You can also send your products to some evaluation editors or evaluation websites. They are still very willing to try, and it’s free…
10. Participate in international beauty and makeup exhibitions like Cosmoprof.
11. In addition, I personally feel that it might be a good opportunity to cooperate with the beauty blind box that has done a good job overseas. Those who want to know about the blind box of beauty can read the author’s previous article “Overseas is the blind box of everything?” Global Magic Blind Box Inventory”
Then let’s follow the first half of the article and continue to talk about the trips of Zise, Katine, Ossini, and Mary Deja. Among them, Katine, Ossini, and Maridella can basically be attributed to the category of foundries to make their own brands to go overseas, and Zise continues the brand style with obvious marketing genes we said yesterday.
Ka Ting·Undifferentiated, re-enter to sea
Ka Ting has two differences: 1. Unlike most Chinese beauty brands currently on the market, they are less than 5 years old. It has been 14 years since the birth of Ka Ting in 2007; 2. It has been more than a lot of domestic brands. Looking for COSMAX, Chuangyuan and other OEM products to produce products, Catine’s parent company Guangzhou Carole has provided overseas brand OEM and ODM OEM services since its establishment in 1998, and it is also an important supplier of color cosmetics raw materials. This is also another representative route for domestic beauty brands to go overseas.
Currently, Chinese cosmetics going overseas can be basically divided into: New powers with short establishment time and obvious marketing genes represented by Perfect Diary and Huaxizi, and foundries or suppliers represented by Kating and Maridika Incubate two forces of Old Money under the ToC brand.
Currently, Karting only has a self-developed beauty brand under Carolite, and the brand style is as shown in the picture above, with a very obvious national style color, but Karting did not find his own style at the beginning, the author “Archaeology” has taken the appearance of its lipstick from 2014 to 2017, the style is like this…
Although it is not possible to retrieve which brand of Carolite is the foundry on the Internet, based on the early product style, I suspect that there may be Japanese and Korean brands such as Dexian, Pony, Kissme, etc.
By May 2018, the eye shadows began to have national style elements, the honey powder began to be national style in July, and the lipsticks also had a national style in August. So far, the outer packaging of Kating’s main products has basically been completely changed to national style elements. Later cooperated with IP such as the Summer Palace and QingpingleLaunched the antiquity co-branded model. Finding the right brand positioning and brand appearance is very important for every brand, and brand positioning is often not in place in one step. It is also a good way to keep adjusting according to the market and social environment until you find the one that really suits you. .
And 2018 can also be said to be the hottest year for the revival of the national style. As for the hotness, the reason may be related to the popular broadcast of “The Story of Yanxi Palace”. In 2018, many Chinese-style beauty brands emerged, and even the Forbidden City cooperated with Runbaiyan to launch the Forbidden City series of lipsticks. However, by 2021, these brands seem to be unanimous, and the reason is that the quality of these brands is not close. Regarding, the sound of fake slippery, non-smooth paste, easy to take off make-up and other sounds are endless, which naturally cuts off the way forward.
Kating’s survival and continuous development are inseparable from its experienced foundry backing, and it is also related to the continued growth of Maridella and Ossini. As far as I know, these foundries will spend a huge sum of money to purchase new machines every year or every cycle.
The competition in the domestic market is becoming increasingly fierce, and the cost of launching and purchasing is gradually rising. Cating has also targeted the overseas market.
E-commerce platform, independent station, Cating is doing everything seriously
According to the data of Cating’s Alibaba homepage, Cating’s products currently cover 7 countries and regions including Canada, Mexico, Southeast Asia, Japan, Russia, the Middle East, and Europe.
According to the author’s incomplete statistics, the channels for going overseas include Amazon, AliExpress, Shopee, Taobao Overseas and official websites. Moreover, Cating is very willing to spend money on advertising. Whether it is on Amazon’s website or Google’s official website, it can basically be done as long as the user searches for “Kating, China Beauty, and other overseas beauty products. When you wait for keywords, Cating’s products will pop up.
Let’s focus on Cating’s overseas official website below.
Kating official website
First of all, it is very obvious that the first thing you see when you open the official website is a face that looks non-Asian. Although there is no way to judge its specific race, it is certain that this is a non-Asian face. Models with Chinese faces.
Down the homepage, see the product classification represented by different parts of models of different ancestry, such as Latin America, black, Middle East, Europe and America. On the one hand, the appearance of different ancestry reflects the brand. Diversity and inclusiveness. On the other hand, products are classified according to the dimensions of new products, best-selling, lipstick, lip gloss, eye makeup, and base makeup. This classification method is very Westernized, and it is comparable to the big names of Bobbi Brown and Mac The categories of the official website are somewhat similar, which is more in line with the shopping habits of overseas users.
Secondly, like Perfect Diary, Cating’s official website allows users to choose Chinese, English, German, Japanese, Korean and other languages, and also allows users to choose RMB, U.S. dollars, Euros, and British pounds. 10 currency units, including Canadian dollars, Canadian dollars, Japanese yen, Hong Kong dollars, ringgits, rials, and dirhams, can basically ensure that consumers in key markets can know the product prices without currency conversion. In addition, settlement methods also include mainstream payment channels in target markets such as AMEX, JCB, MasterCard, PayPal, and VISA.
Again, there is a lot of difference between the official website of many domestic brands going overseas to Amazon or Taobao. Users can place orders directly on the official website of Cating. Another thing that must be said is that Cating put the discount code on the homepage of the official website, which is also a normal operation of the official website of overseas brands, and the process of placing an order, adding a shopping cart, filling in a discount code, and calculating postage/tax fees is almost the same. Overseas brands are no different, but not many overseas brands do this. It can be seen that Cating has indeed made a lot of effort to go overseas.
Finally, users can directlyAt the bottom left corner of the official website, I contacted Cating official through Facebook Messenger. In addition, I left my own Facebook, Twitter, Instagram, Pinterest, and YouTube homepages in two obvious positions on the homepage. I opened them one by one and read a few, although the overall number of posts is not a lot. , But the beauty of the pictures and the participation of overseas users are not bad. Although I can’t say how good Cating is in localization, it is certain that Cating’s globalization is very good, and it is even worth learning from overseas companies.
Ohine and Mary Della
From product to foundry to brand
We put Ossini and Maridella together to write, because the two companies have obvious commonalities, but they also have certain characteristics.
Both companies have their own products first, and then gradually have foundry business due to the company’s development needs, and they have developed well. In recent years, they have begun to focus on building brands and have also developed overseas. But the overseas channels and product matrix are quite different.
Why Mary Della, who has settled in Sephora, is braking
The sea route chosen by Maridella is not reproducible for most domestic beauty products. First, Maridella settled in Sephora in China in June 2017, and officially settled in Sephora Singapore in July 2018, and began to go overseas. The first step. In addition, its young and high-end beauty brand YES! IC has also successfully entered Sephora on the basis of “children’s mother”.
Mary Daijia has also made a lot of efforts for this, and even created a product line specifically for listing Sephora, and generally, Sephora’s products will no longer be sold on online platforms such as Taobao flagship stores.
Of course, the harvest will not be small. In the summer of 2019, the author bought a 12-color Mary Dega eye shadow at Sephora, Zhongguancun, Beijing at a price of 299 yuan, and a good friend bought an eyebrow pencil and eye shadow at a price of 169 yuan. The price of URBAN DECAY is close to that of the high-priced American brand URBAN DECAY, and the price of eyebrow pencils is also close to the price of Shu Uemura eyebrow pencils. Obviously, by opening a dedicated line to enter Sephora, Maridella’s positioning has surpassed other domestic products, even general international second-tier brands, and the return is indeed rich.
However, the products that Maridella has gone out of the circle in the past two years are really not many, and they can even be counted with one hand. Before entering Sephora, there were small mushroom cushions and red ginseng muscle foundation, but the only good results in 2020 are the knight lipsticks brought by Li Jiaqi. Obviously, as one of the first batch of domestic cosmetics brands, Mary Daijia’s innovation stamina in the past two years does not seem to be sufficient, and its young, high-end brand YES!IC has a poor reputation.
The packaging is really good-looking, and the way of opening is somewhat special. The author has collected 2 of them
If you don’t come up with new products, Maridella must be dangerous, whether it is at home or abroad.
Ohini of Brand Matrix going overseas
At present, Osini has three brands: GOGO TALES, TUTU and HOLD LIVE. In fact, the three brands are not very different. They basically follow the parity and student party line. The products in the product packaging are also preferred in recent issues. Morandi color system, but Ge Ge Wu’s product design memory points may be stronger.
As for the overseas market and marketing channels, these three brands should not have made much effort. At present, all three brands have set up official flagship stores on Taobao America. HOLD LIVE has set up official flagship stores in Lazada. Neither Shopee nor Lazada have established stores.
But there is an interesting phenomenon thatThere are many individual sellers selling GOGO TALES and HOLD LIVE products on Shopee Southeast Asian countries, Shopee China Taiwan, and AliExpress, and from the perspective of sales, they are not Not bad, it also shows that users in Southeast Asia need affordable and easy-to-use makeup.
In addition, I’m not sure about one thing, but I’ll share it with you. According to the company’s data, in addition to these three brands, Osini also has a brand called BLACK UP. Not this brand.
When I searched for keywords overseas, I found an official website of the same name that claimed to be a French brand. According to the official website, this is a brand dedicated to dark skin. The packaging style seems to be similar to TUTU. .
At the same time, the author also discovered that a blogger had seen this physical store in Mandela Square in Nesburg, South Africa. At the same time, some users commented that the store had given away HOLD LIVE eyeshadows when they bought HOLD LIVE eyeshadows. BLACK UP lipstick of the same style as the blogger.
From the perspective of Osini’s overseas trips to almost other brands, I don’t feel that it will spend the energy to establish a physical store in South Africa, but the coincidences make people feel incredible, but we also have exclusive makeup for dark-skinned users. Provides a new idea. There are many overseas brands that will develop products suitable for dark-skinned consumers, but there are not many brands that specifically serve this group of people.
Zise the color, cast the net and fish more
According to the author’s incomplete statistics, at least through YamamaSix channels including Sun, Taobao Overseas Station, Overseas Official Website, JD Overseas, Shopee and AliExpress have launched their products in four markets including Japan, Southeast Asia, the United States, Hong Kong and Taiwan. Compared with other brands, ZEESEA went overseas earlier and has a higher degree of globalization. During the Double Eleven Promotion in 2020, Zise won the second place on Shopee’s top-selling makeup brands in Taiwan.
What is more noteworthy is that Zise has turned the three channels of e-commerce platform, official website and social platform into a set of combined punches, forming a complete closed loop.
1. In the e-commerce platform, publicize advertising. On the Amazon site, Zise put a number of advertisements, even when the author searched other domestic brands to no avail, Zise product advertisements will appear in the field of vision.
On the Shopee station, according to Shopee’s official news, in addition to advertising on the station, Zise also allows local KOLs to live broadcast the goods through the Shopee Internet celebrity marketing service. In addition, in conjunction with advertising on Google and Facebook to attract on-site sales, a healthy model of off-site marketing and on-site purchases has basically been realized.
2. Social media platforms are different from some brands who just set up social media accounts overseas but do not operate. Zise only operates three media platforms: Facebook, Instagram and Pinterest, but the data on the three platforms are still good.
Especially its Instagram account, not only has the number of fans close to 100,000, but the interactive data is also good. Basically, the number of likes for each post is more than 1,000, and the number of comments is also more than 20, some even Nearly 100, and reviews are basically around product design, makeup retention, powdery color, and other content that is highly relevant to the product.
Through observation, the content of its release is not very different from other products. It is basically a product map, but the difference is that The pictures uploaded by Zisei are all high-definition, and all have very comfortable color toning and composition, which is simply beautiful.
3. Independent station, also very serious and beautiful. Another thing worth noting is that the first level of the first-level menu on the Zise official website is brand co-branding. This is a very smart approach. Use the influence of co-branded IP when your brand awareness is not enough. According to incomplete statistics, there are at least five IPs jointly named by Zise, the Queen of Egypt, Alice, the British Museum, Picasso, and the Forbidden City, and each of them is a world-renowned IP.
In addition, like Perfect Diary and Cating’s overseas official website, ZEESEA also supports language and currency selection, and the classification method is clear and easy to understand, but the difference is that Zise adds a “must buy” option, which sounds like Quite exploratory.
The most important thing is that Zise seems to have launched a set of products specifically for overseas. It is the aforementioned Forbidden City co-branded model. The appearance of the product is decorated with dragons and phoenix, which also conforms to The initial perception of Chinese culture by most foreign consumers. At present, the product has been launched on the official website, Amazon, Shopee and other channels, but it has not yet been released in the Chinese market. I don’t know if it is exclusively for overseas, or there is a time to market.
In any case, Zise’s practice of not directly copying domestic products overseas or even launching a set of products is very worth learning, but for most domestic beauty brands that are involved in the domestic market a lot of energy , The high cost of adapting measures to local conditions may be another obstacle.
The two articles in the upper and lower articles have counted 6 of the 25 observed overseas brands. An intuitive feeling is that some of the domestic beauty brands do have to work hard to go overseas, and the degree of globalization of the overseas The degree of localization has improved significantly in earlier years.
What else do you think about the other 19 brands mentioned in the article or the brands not mentioned?You can leave a message to tell me if you understand~