From the initial screen advertising to embracing the “national tide” today, the essence of Baique Ling brand marketing seems to have evolved.
Editor’s note: This article is from WeChat public account “Ebion Power Network“(ID:iebrun), author Sinking,Edit He Y..
It’s not too far from the first time to set aside the hundred que antelopes.: Jay Chou’s new song “Say Good and Not Cry” released on September 16 caused many social platforms to fall into awkwardness. At the same time, the skincare brand Baique Ling bought a 6666 new song from Jay Chou in 1999. The top of the list of iron powder on the day.
It is worth mentioning that after 15 hours of the new song on Jay Chou, the amount of music played on QQ music reached 22.5 million times. With the heat of the new song that day, Baique Ling successfully brushed a wave of presence in front of tens of millions of users. sense.
For many people, the unexpected marketing method of Baique Ling is not an occasional flash of light, but seems to have become a label for its self-exploration in the process of transformation to youth. However, from the initial screen advertising to embracing the “national tide”, the essence of Baique Ling brand marketing seems to have evolved.
The “national tide” for skin care products
Hundred ques in the past through the “long map God advertising” in the screen friends circle, won high attention, and now still people are impressed with the marketing advertising at that time. According to the data of the third-party monitoring platform, the total exposure of Baique Ling’s “Long Map God Advertising” is over 100 million, and the total reading volume is no less than 40 million. However, the conversion rate of the Baique Ling advertisement that was screened in the past was only 0.008%, which is not ideal in terms of results.
Industry sources said that the result of such a high exposure was born, which was related to the weak conversion rate of the content itself. In some marketing industry practitioners, users often have a “following” mentality for such “self-defeating” advertisements, but it is difficult to resonate with the brand’s own tonality. In the eyes of young people in the main audience of marketing events, Baique Ling, like the former “Ya Shuang”, is a brand of the older generation, and the power to promote orders is weak.
Baique antelope is not a new brand, but its age is not old among many European and American brands. The opponents of Baique Ling, born in 1931, were the senior churches born in 1872, Elizabeth Arden born in 1910, Lancome born in 1935, and Estee Lauder and other international skin care brands born in 1946. If these international brands are able to do well in the Chinese market, there is no reason for Baique Ling to be solidified into skin care products for specific age groups in the establishment of basic cognition.
The insiders have given their own opinion: the long history of the old international skin care brand is one of the core competitiveness of its established barriers and user confidence, while the old-fashioned domestic products often use it as a specific group, difficult to break through. The burden of the customer price bottleneck.
Do not want to be premature, but face stereotypes. The solution given by Baique Ling is to be the “national tide” for skin care products.
Since 2018, many old brands have tried to rejuvenate and innovate their brands through the concept of “national tide”, especially in combination with traditional Chinese culture. Whether it is a poetry song, a national palace or a “net red cultural relic”, it is gradually becoming a hot spot and evenThe trend, the return of traditional culture and the strong public recognition of culture have boosted the rise of the “national tide culture”.
For Baique Ling, “national tide” is the tie that fastens young consumers, and the results are immediate.
In 2017, Baique Antelope cooperated with the Forbidden City for the first time, relying on the Yanlai Baibao of the Forbidden City to create a record of 35 seconds of sale; and then cooperated with the Forbidden City for three consecutive years, and launched the US Set in 2018. The 11 pre-sales rankings topped the list, surpassing the second place by 6,000.
According to Tencent’s 2019 National Beauty Insight Report released in May, the national makeup brand has accounted for 56% of the market share. From the perspective of consumers’ willingness to buy, 42% of consumers are more willing to choose the domestic beauty brand, and 90% of consumers said they will buy Chinese products again in the future.
Today (October 17th), Baique Ling announced that the comic actor Zhang Yunlei became the national ambassador of Baique Ling. From the “Chinese Butter” and the retro-Fang Sanhuahua series, to the cooperation with the Forbidden City cultural jewelry designer to design the bird and the beautiful gift box, and then sign the Chinese classic culture, Baique Ling on the “national tide” road is The deeper and deeper.
Shake tone empowerment: play online to offline
During the period from June 1st to 18th, Vibrato launched the “Year of Good Things Awards in 618”. Sanshenghua was the only co-brand of beauty makeup to access the vibrato 618. During the event, just open the vibrating APP and search for “618 Beauty Makeup”, which means you have the opportunity to buy 3 flowers and rose petals essence water for 1 yuan.
This is the first brand in the makeup industry to try to “search for eggs”. The vibrato directly leads to Tmall to make the marketing conversion rate immediate.
From June 13th to June 24th this year, Baique Ling Sansheng spent the vibrating sound to open the Super Challenge with the theme of #颜值三生花不完#. Two days after the event went live, the cumulative amount of topical broadcasts broke 200 million. The cumulative number of episodes on the online 5 days exceeded 2 billion. The cumulative amount of conversations broke through 3 billion, which became the fastest speed of the vibrato. The topical volume exceeded 1 billion and 2 billion. Challenge. Online, the event attracted the participation of 4000+ terminal shopping guides and internal sales trainers.
At the end of the event, all the users participating in the challenge rose a total of 10 million, and the fans of the official account of Baique Ling Sansheng rose from 10 people at the beginning to 5.3W. Insiders said that suchOn the one hand, the marketing activities can divert traffic to the purchase page to realize the transformation and realization of the traffic. On the other hand, the fans are deposited into the official account of the brand, and the private domain traffic is aggregated to facilitate the subsequent conversion and dissemination of the brand.
The communication on the line is not enough. Sanshenghua also introduces the flow into the line by vibrating.
At present, the social content transmission of most brands stays in the brand exposure and increase the volume of sound, and it is difficult to form direct drainage with the offline channels. In this challenge, Sanshenghua issued the “Offline Super Challenge Convener Order”, from agents, stores to shopping guides, consumers, all members of the battle. There are shopping guides for all sales systems, “personal creative games”, as well as “team creative games” for Sanshenghua agents, service providers and their teams, stores and teams.
Among them, shopping guides as an important part of terminal sales and services, can participate in the internal + external double competition, that is, participate in the three-flowered internal competition of individuals or teams, while participating in the vibrating platform challenge, have access to the platform and Double awards for internal competitions. Shopping guides participate in the challenge, play stickers, bring topics, according to the likes and video relevance, you can get the corresponding prizes.
In a nutshell, when the BA releases the video to open the location, her video will be seen by more users in the same city. If the video is creative enough, it can get the seed user from the vibrato, and it has been fissioning for a long time to form its own circle. Floor. Sanshenghua strongly encouraged BA to participate in the challenge in real action. While helping the store to enhance the enthusiasm of BA “self-marketing”, it also completed the accumulation of stores from raw flow to cooked flow.
The insiders pointed out that the shopping guide is the most “KOL physique” group around the beauty consumers. Sanshenghua has encouraged the shopping guide to participate in the Super Challenge. In a sense, it is also helping the store to create “KOL.” “The shopping guide, using the private domain traffic of the shopping guide to influence more consumers around it.
The national tide has laid a good content foundation for Baique Ling, and now, Baique Ling also found a suitable communication tool.
Mutual achievement: listing on behalf of the operating company
Mentioned Sanshenghua, I have to mention the marketing guide of Baique Ling, and the operator of the e-commerce company.
The initial sales scene of Baique Ling is offline, but in the context of the rise of the Internet’s young consumer groups, Baique Ling’s channel is gradually overdone.
After the success of the network, the data model analysis and accurate market research and judgment, the company developed a hand cream product with a discount of 79 yuan for the design of Baique Ling, and named it “Sanshenghua”. Its product positioning is exquisite and beautiful, and its target consumer group is a young customer who likes the national tide online.
After careful operation, Sanshenghua has extended from the initial simple line to the offline to carry out all-round layout, and entered Watsons sales, with an annual turnover of more than 2 billion, opening up a brand new market segment.
Under the new retail sceneOne of the event requirements gave birth to a series and eventually created a brand.
It is worth mentioning that the IPO created by the company has been approved on September 12, becoming the first e-commerce operation company listed on the A-share market. After the listing on September 27, the company closed 9 daily limit, and the total market value soared from 4.412 billion yuan to 10.004 billion yuan (as of the date of publication).
Some people think that the listing of the company is a mature enough for the operation of this circuit. From a horizontal perspective, the scope of business operations on behalf of the company is becoming wider and wider. Under the tide of new retail, there is even a take-away operation. In the future, there will be more sub-generational operations. From a vertical perspective, the requirements for specialization in the operation of the generation are getting higher and higher. In the past, as long as the operation of the generation can play the traffic, it is necessary to understand the product development and data operation, and it is more and more partial.
The beauty industry chain mainly includes five links of raw materials, foundries, brands, distributors and consumers. Among them, the brand is the core link of the beauty industry chain. In the industry chain, the brand enjoys the highest added value, masters the core pricing power, and distributes the terminal products with the most profit. It is the most important thing to make things, how to drink, and how to sell them. The marketing process is willing to spend money.
The operation of the generation is the card position. In a traditional industry, the cake is sharply divided.
Tmall data shows that there are 1000 service providers certified by the platform in 2018 and 310 star service providers. They contributed 150 billion in turnover in 2018, and the growth rate is even higher than 20% of the growth rate of the market. . There are countless service providers without registration certification. According to other public data, in the Chinese e-commerce market, the generation of operations accounted for more than 10% of the market share, and its status has become increasingly important.
The net prospectus of 壹 壹 显示 显示 显示 , , , , 的 的 的 的 的 的 招 招 招 招 招 招 招 招 招 招 招 招 招 招 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 Accounted for network revenue of 5.15%; Shiseido Liyuan sales revenue of 31.916 million yuan, accounting for 4.48% of net income; Johnson & Johnson sales revenue of 9,638,900 yuan, accounting for 1.37% of net income.
For many brands, online operations are not the main business entity within the company, but only one of the business lines. Online operation outsourcing will not divert the extra energy of its market and product departments, which will enable these brands to focus more on product development and offline channel maintenance.
Therefore, the new generation of operations requires a deep understanding of products, brands, consumers, knowing how to influence consumers through marketing activities and brand communication. These are the brands that brands want most.
The success of Baique Ling and the creation of the website have been mutually successful. Perhaps this can point some direction to some of the operators who are struggling to find a way out.