This switched public No “vote in the network (ID: China-Venture)”, Author: Xue Ying, the original title: “ How willing to spend money for “face” after 95? Buy 100 lipsticks in 2 years, and give birth to a unicorn in 3 years “.
100 lipsticks in 2 years and a unicorn in 3 years
“I have nearly 100 lipsticks in my house!”
At 1:00 am, Lelit in a 2020 New Year’s Eve Party in Sanlitun, Beijing, confessed in a game bureau. Lei Lei was a southern girl born in 1997. She was a “iron” who did n’t know much about beauty when she was a freshman. Near graduation, she found that the beauty of Xiao Hongshu and Weibo was on fire. Live makeup was broadcast daily, and she began to be choked by the feeling of “losing it without buying it”. The lipsticks I bought in the past 2 years have been so worrying that she moved.
I have a fight with Leilei to buy lipstick, and the rise of new beauty brands.
How long does it take to become a unicorn? The answer from Perfect Diary is 3 years. In 2019, Perfect Diary completed the latest round of financing, and many capitals rushed to invest without crowding in. Finally, Gao Feng Capital led the investment. Sequoia China and Chinese Culture followed up with a valuation of more than 1 billion US dollars. It also set a new record on the double eleven that just ended:
For the first time in history, the domestic brand became the Tmall Double 11 Makeup Champion. Behind this new brand that was only established in 2016 were 35-year-old MAC, 73-year-old Estee Lauder, 84-year-old Lancome, and 102-year-old Maybelline.
Tmall Global Carnival 2019 Beauty Industry List
Riding a rocket is more than just a perfect diary. Winona also ranked on the top ten brands in the beauty industry brand sales, store sales, and skin care brands, and this Kunming-based startup was only established in January 2018. In addition, sales of new brands such as WIS and Judo have skyrocketed. They have already grabbed the market before they can be understood.
“China is entering a new era of consumption.” Zhang Yong, chairman of the board of directors of Alibaba Group, has publicly declared this assertion, “New consumption has profoundly reconstructed people, goods, and markets, and has driven unprecedented digital transformation of business.” < / p>
“Do n’t doubt it, new consumption is coming.” The assertion by the founder of Diaoye Niu Dai Meng Xing has stirred up waves in the consumer circle before Zhang Yong. His sentence “Every kind of “Consumer goods, it seems worth remaking it again.” Now it is almost a famous quote, repeatedly cited by entrepreneurs and investors.
How do I redo? Where do I start? When the new wave came, the most terrible thing was that I did n’t understand: “Countless traditional consumer brands, when they look at the ‘new cutting-edge, net red’ soaring brands, are almost a blank expression, they do n’t understand the operation principle at all, but hell, Young consumers are like crazy. “Meng Xing said.
Understanding the reasons for the explosive growth of new brands in the beauty track may help dispel these ambiguities. If the new consumption is a huge wave, beauty has not taken the lead in eating this dividend, but the underlying driving force behind this tide is common-understand the migration of mainstream consumers, changes in brand strategy, marketing methods Restructuring may be one step closer to opening the magic box of the new consumer era.
Second, “the face value is justice” multiplied by “consumption makes me happy”
“It’s all a trap of consumerism!” Leilei said with a smile, “There are so many that haven’t been removed, and I don’t know why to buy them. The same goes for skin care products, but there aren’t so many faces to put on. Some time ago, when she moved, she found that she had too many cosmetics. She “wounded herself” and set a flag that she would not buy. “Then I went to play and bought it again.” She made a crying expression.
If time shifts to 20 years ago, a girl who has graduated for 2 years will buy almost a hundred lipsticks, which will be strange, but at the Party in 2020, no one will be surprised. “Isn’t anyone more than her?” Instead, a boy expressed some surprise.
This is a key to the rise of beauty: the same category, such as lipstick, eyeshadows, and foundations, can be purchased repeatedly by consumers without limit, and this has become a norm under the influence of beauty bloggers. .
“Consumption makes me happy.” When such young people become the main consumer, the potential of the domestic consumer market will be further released. Data from Vipshop shows that in 2018, the consumption of beauty products increased by 55% after 70s, and the growth rate after 90s was 90%; after 90s, it was 202%; after 95s, the increase was as high as 347%.
China has become the world ’s largest consumer market: In the first half of 2019, China ’s total retail sales of consumer goods exceeded the United States for the first time, reaching 19.5 trillion. China ’s current average annual growth rate has doubled that of the United States. many. Now, young people are turning over and driving the carriage, which is providing high value-added consumption such as spirit, taste and aesthetics.
Furthering the rapid rise of the new beauty brand is the blind formula-“face value is justice”.
This generation of young people is more thoroughly immersed in video than any generation in history. In the prominent visual information channels, short videos, Vlogs, variety shows, TV series, there are beautiful little brothers and sisters everywhere. , The role of beauty has been completely released, and Yan Xing Lian (referring to the development of love relationships as long as the other person’s face value) has become a new love orientation.
Along with it is facial anxiety. The 2018 China Youth Value Competitiveness Report shows that 98% of people feel pressure on the value before the age of 18. Society is also more concerned about “face”. 100% of people with an annual salary of 30w + think that high face value is conducive to promotion and salary increase. Job seekers think that appearance is the only influential factor behind work experience and education.
Ceego, the general manager of Installment Mall, told CNBC: “Watches and cosmetics have increased by 200% year-on-year.” In mall promotions, JA, coconut shoes, Supreme’s co-branded tide suit, ILBETTER co-branded Pikachu jacket, Chanel’s perfume, and Estee Lauder’s foundation are all trendy products chased after the post-95s. Now, the unit price of thousands of fairy water It is already common, and big names like TF are more sought after.
Euromonitor data shows that the size of China’s cosmetics market in 2017 reached 361.6 billion yuan, with a compound growth rate of 9% from 2008 to 2017, far exceeding the global growth rate of 2%. Considering that the current per capita consumption of cosmetics in China is 38 US dollars, which is far lower than the per capita spending of more than 240 US dollars in Japan, South Korea, Britain, and the United States, the potential of the Chinese cosmetics market will continue to be released.
2008 ~ 2017 China Cosmetics market size and growth rate, source Euromonitor.
The tide is flowing from young women to the niche.
“I went home to school to see the class teacher on vacation, and found that many middle school students are quietly putting on makeup now. I didn’t have it in high school yet.” Xu Yang, who became a university president, was a little surprised to see this phenomenon at first, In the future, it was not strange. After interviewing a number of post-95s and post-00s, most people said that they had makeup for junior high school students, and this was “no surprise.”
Analysis of Guosheng Securities, nearly 51% of the pre-90s, more than 80% of the post-90s%, nearly 60% of the post-95s, and more than 20% of the post-00s purchased beauty products on Tmall channels. As beauty is a consumer behavior of the development category, 80 million to 100 million new people will join in the next 5 years, which means that online beauty consumption will expand at a rate of 5% in the next 5 years.
The phenomenon of applying facial masks and eyeshadows to transform beauty into consumption power is becoming younger, and this increase also includes men and sinking markets.
Unlike his father who lived “roughly”, although Xu Yang himself does not wear makeup, there is no break in facial cleansers and lotions. Beauty is not just the privilege of girls. Boys can also live more delicately. This year ’s “Double 11”, Jingdong ’s men ’s lotion / cream for the previous hour increased by 44 times compared to the same period last year. During Tmall ’s “Double 11” last year, the increase in men and eyeshadows and highlights exceeded 500%. In addition, the sinking cityThe market has also contributed to the main growth rate. Data from the Jingdong Consumer Research Institute and other data show that the consumption growth index of cities below the third and fourth tiers is significantly higher than that of the first and second tier cities.
Three, how was the cash cow born?
The core of beauty is the art of marketing. When the channel changes drastically, the brand that rushed to the traffic bonus zone for harvesting first has the opportunity to overtake the curve.
The beauty of beauty is that it is easy to visually display, so it fully eats the dividends of the video era. The effect of the product is presented intuitively, quickly, and with a low threshold: it instantly becomes larger Eyes, high nose bridge, three-dimensional features, and delicate red lips … before makeup and makeup, the two beauty bloggers unknowingly planted grass in consumers’ minds.
The perfect diary ’s placement strategy on short videos has repeatedly been used as a model for learning. Its core is to create a blockbuster with a combination of boxing methods. Once a successful single product is created, it will not only create a cash cow, but the brand recognition will also increase.
According to the analysis of the growth black box, Perfect Diary will mainly launch several new products in March-April and September-October. The rhythm of the release is roughly divided into two cycles: the pre-sale is mainly pre-sale of new products and stars, well-known blog The sharing of the master, through the topics, lottery, mid-waist bloggers, small bloggers to do volume. The launch adopts the classic pyramid style, using traffic stars and well-known KOLs as endorsements, relying on head, middle waist KOL and small KOL to plant grass, and then relying on amateurs to make sound, the delivery ratio is about 1: 3: 46: 100: 150.
An insider of brand operation told CIC. Generally, MCN will package the matrix, but people with more experience can better understand the ratio of bloggers and products. “ Every time it ’s gambling, it depends on how big you are willing to place a bet, and it depends on whether the product itself has explosive properties, and some of the money is not good. ” < / p>
Source Euromonitor, Guosheng Securities Research Institute
The goal of short video marketing is to capture consumers who are active on the platform. Young girls like Shanshan are the core group. However, it is not so easy for Shanshan to spend money. She does n’t watch TV, she rarely goes shopping, spends most of her time living in the cloud, and has developed a “skill” that automatically shields hard and wide broadcasts. Most of the soft and broad money has also been blown away. Only one person has successfully opened it recently. Her wallet-Teacher Li.
Ms. Li is not a net celebrity in the traditional sense. On the contrary, she is a 128-pound girl in the fat world, with a big pie face and a height of only 156 cm. Shanshan advised to go to China.com and find a beauty blogger. Don’t be greedy for beauty, but look at the “matchability” of both parties. Teacher Li and her external conditions are similar, she would recommend “130 pounds of oil painting powder makeup, a little sense of high-level round-faced girl”, “slim 20 pounds of affordable spring and summer wear,” etc., so Shanshan only powdered her.
These young people who seem to be easy to be planted are not simply “black people.” On the contrary, they are more self-conscious and more sophisticated in choosing. The Shanshans have established a small circle on the line, and gradually formed their own vernaculars in the circle, such as kk, mz, sltg, 271, bhs, ssfd, etc.This unique language system is only more sufficient in its class. Be understood. The closed cultural circle provides a hotbed for precision marketing, which also means that imprecise methods will be wiped out.
If short videos are a good tool for grass growing, then live broadcasting is a combination of grass growing and plucking.
During the “Double Eleven” pre-sale in 2019, the beauty order brought by live broadcast is 50 times the total order since 2018. As soon as Estee Lauder opened the pre-sale transaction volume, it immediately broke 100 million. Whoo broke through the 100 million mark 6 minutes before the pre-sale, setting a new record of 143 million sales of single products in 10 minutes.
Brands want to work hard on live broadcasts. Zhao Yuanyuan suggested “walking on two legs.” Professional live broadcast agencies can only add icing on the cake and not deliver charcoal in the snow. If a merchant does not understand the live broadcast, it is the same as if it does not understand the store operation. A high probability will fail. He believes that when 5G comes, the content-side supply of e-commerce platforms may create a large gap. When consumers are tired of discount promotions, how to reshape the scene with stronger fun, social networking, and brands may be one question.
When the brand started the live broadcast, the anchor played the private domain traffic.
Li Jiaqi’s personal public account changed the style of painting in November, from simpleThe live broadcast notice has become a “live theater”, drawing a picture of Li Jiaqi as the main character. If you want to join the fan group, you must first pay attention to the public account, and then add the assistant number to join the group with the invitation code. The number of fans added by the voter.com author is 271, which has exceeded 300 people. The private domain also operates through small assistants at the same time, such as Xiaobai, Baozi, Feifei and other micro-signals in the circle of friends.
Li Jiaqi wants to fetch the fame harvested from the entire network in his own hands through the private domain. After all, fans in WeChat can be reached at zero cost and repeatedly.
The distance from “New Domestic Products” to “Famous World”
The rise of the new beauty brand has benefited from a blank space in the brand-a high-end brand with deep roots, but the popular brands, especially in makeup, have not firmly occupied the strong brands of young people. Although brands such as Baique Antelope, Affordable Materia Medica and Yue Shi Feng Yin have also gained a certain degree of popularity, many people still stay in the cognition of “Da Bao Tian Tian Jian”, and this is the perfect diary, orange blossom, and WIS. And the opportunity to enter.
Another shareholder style is that young people’s perception of domestic products has changed.
The new crowd, represented by the post-95s, grew up in the era of national strength. When Hong Kong returned, they had just grown babies. After school, they went home and turned on the television to see China’s entry into the WTO, China ’s No. 5 flying sky, and Beijing hosting the Olympic Games. News. As the first aboriginal people of the Internet, Windows 95 was born with them. BAT grew up with them. With the iPhone in junior high school, WeChat was played in high school. Their growth accompanied the entire process of Internet development in China.
This gives young nations confidence, and domestic products have also shaken away their prejudices of “no foreignness” in their hearts, standing on the same starting line with international big names.
Taking advantage of the window period, a number of new brands have established recognition from scratch. In addition to the extreme price and the creation of explosive models, cross-border marketing has also been ruined. Big White Rabbit X Scent Library Perfume, Chunji X Qiaqia “Natural CP” melon seed mask, Forbidden City makeup, Luzhou Laojiao perfume, KFC sunscreen Frost … Everything can be co-branded. It is not difficult to play a co-branding. The difficulty is to rely on co-branding to enhance the brand ’s appeal and create double impact. In cross-border marketing, Perfect Diary still creates a model-level marketing.
Joint online play, open experience shop offline. On December 26, 2019, Perfect Diary announced the establishment of a new retail headquarters. In addition, we opened offline experience stores in Shanghai Wujiaochang Wanda Plaza. In addition to the sea, Hangzhou, Suzhou, and Nanjing