Author: Li Wei, title map from: Oriental IC.
A money contest is underway.
From the end of October, every night, the net red anchors are selling for five or six hours. Every shop you care about is rushing to buy coupons; even if there is no shopping plan, We will also take a moment to confirm, if you don’t buy or buy, will you miss a few hundred million; brand merchants are more nervous than you, the best sellers are allotted from the world’s stocks to China, and the second is not profitable, on the list. I lost my face and couldn’t go.
Especially the face of international big names.
In 2017, the “New Chinese Goods” in the beauty industry suddenly sprang up, and the big brands were caught off guard. According to the monitoring of the star map data, in the TOP10 of the whole network, the two domestic brands of Baique Ling and Nature Hall respectively occupied the position of the champion and runner-up, and pressed the Estee Lauder, Lancome and OLAY.
The big names after the lap are certainly not willing. After 2018, they finally pulled back a game. This year’s double eleven, OLAY, L’Oreal, Lancome ranked the top three.
In the 2019 double eleventh, the concept of “new Chinese goods” has become the focus of publicity on all major platforms. It will be a key battle for international big names who have experienced one victory and one defeat. Of course, to conquer China’s booming consumer market, it is not only by money and brand endorsement, but more importantly, who can adapt to Chinese style of play more quickly.
Li Jiaqi and Lancome love each other
At least so far, the lipstick brother Li Jiaqi did not really block Lancome.
On the evening of October 26, the double 11 pre-sale was hot, and Li Jiaqi recommended the second generation of the black bottle of Lancome in the live broadcast room. The original price of 30ml sold 760 pieces, he said that after the game with Lancome decided to get this product, and won the extra benefits: “Why did the pre-sale first day not broadcast? Because just buy one get one free, no (extra discount) activity, then I said that I don’t broadcast. The second generation of black bottle makes the skin tender and moist… It is a word of mouth product. It is equivalent to 4.6 fold, all girls , pay the deposit directly, 100 deposits.”
On that day, Li Jiaqi sold two Lancome products, the other is a luminous eye cream, 15ml,520 pieces, Li Jiaqi has booked more than 4,200 pieces in the live broadcast room, with sales of about 2.22 million.
Li Jiaqi Live Lancome Black Bottle
The story of lipstick and Lancome brand is long.
Low price is generally the “life gate” for anchors to maintain fan loyalty, especially between Taobao’s two top traffic anchors, Wia and Li Jiaqi. When I first recommended a Lancome product, Li Jiaqi found that the price on her side was slightly higher than that of Wei Ya, so she was awkward with Lancome.
A similar incident was that in April 2019, in another live broadcast of Li, a snack was 5 yuan more expensive than the live broadcast of Wei Ya. Li Jiaqi directly called on fans to return.
But the relationship between Li Jiaqi and Lancome, one is the top beauty flow, and one of the world’s largest cosmetics group L’Oreal’s high-end cosmetics department is not as good as a snack manufacturer. The well-known fact is that Li Jiaqi’s current top status is inseparable from L’Oréal’s boost.
China is L’Oréal’s second largest market in the world, with a share of around 13%-15%. Li Jiaqi himself is also out of the “BA180 years old P&G fate reversal
Compared with L’Oreal, another international daily chemical giant, P&G, has experienced more twists and turns in recent years.
From toothpaste facial cleanser to hair dye, from diaper sanitary napkins to razors, Procter & Gamble’s products are used in almost all households, and have many famous brands such as Pantene, Head & Shoulders, Rejoice, OLAY, SK-II, Shufujia, Crest and many other brands. . However, in recent years, this behemoth has been facing the problem of brand aging in China and the world. It was once synonymous with “Mother’s Products” in the hearts of young people.
Since 2013, P&G’s global sales have almost stagnated or even declined. 2017