Under the strong winds of “component skin care” in Europe and the United States, there are also “Japan and South Korea” skin care domestic brands that adhere to natural health.
The trend of “component skin care” has swept the Chinese skin care market since 2018, and traces its origin. The concept of “component skin care” actually comes from the European and American skin care market, which reflects the “single-cut” of European and American skin care Skin care concept, that is, skin care products rely on direct and effective powerful functional ingredients to quickly achieve skin care goals. Domestic brands currently focusing on “component skin care” in the market have also inherited this idea, and advocate the use of specific ingredients and powerful effects to create star burst products.
Ran The traditional market education of the Chinese skin care market is still ” “Korean-Silent” skin care in Japanese and Korean styles, which emphasizes the natural ingredients of skin care products and gentle maintenance. In the enthusiastic Chinese skincare racing track, some domestic skincare brands advocating the concept of “natural gentleness” are also going up against the market craze and fighting for market dividends.
SkinSound is a skin care brand that promotes the concept of “natural health, safety and effectiveness”. The brand was established in Shanghai in 2016. The product emphasizes “safe and no additions” and is an available grade for breastfeeding.
For the “Mom Crowd”
“Skin of the skin” is the second venture of the founder Zhang Xiaomei. Previously, she co-founded the base makeup brand “span> Han Fan Shijia”, which was later acquired by Han Shu for 100 million yuan. Subsequently, Zhang Xiaomei founded the “Skin Chin”, which focuses on “natural health, safety and effectiveness”, emphasizing a natural and gentle skincare experience.
At present, the “Shi Zhi Yin” brand products include two series: yeast skin care series and squalane skin care series. Brands First launched Rice yeast series products, in cooperation with Japanese suppliers in research and development, using the independent ingredient YEASTR ® yeast stock solution to benchmark SKII-PITERA ™ ingredients The product Yeast Skin Care Essence is even more standard than SKII Skin Care Essence (ie “Shenxian Water”). The complete product matrix of “Skin Tone” includes basic makeup remover gel, essence water, essence liquid and special care products essence oil, eye cream, mask, etc. The product positioning is “high cost performance”, and the sales unit price is in the range of 100-200 yuan.
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“Skin of Skin” product matrix
Relying on its “natural no-add” product characteristics, “Skin Zhiyin” chose to enter the small segment market during the brand development process, and first attracted the “mother crowd” to buy. In Zhang Xiaomei’s judgment, the product positioning of “natural health, safety and effectiveness” has attracted the “mother crowd” in the new era: when the post-90s group that pays more attention to their own image and has stronger consumption power begins to enter the appropriate age During the marriage and childbearing phase, this new era of “mother group” will become one of the most valuable customer groups in skin care brands-they pay more attention to the use of skin care products during pregnancy, pregnancy and post-pregnancy repair, and often change during pregnancy. Buy natural skincare products without additives, and be willing to contribute to the full range and variety of products.
With the full opening of the two-child policy, the market demand for mother and baby products will also rise rapidly, and the potential “mother group” has great market development potential. As a vertical group of consumers during pregnancy, their high social media activity and excellent word-of-mouth communication effects make them more vulnerable to “grass”. The brand marketing conversion rate is extremely high and it is easier to achieve customer acquisition. . After forming user stickiness and high trust in the brand, this type of “mother group” will also retain the habit of using “naturally free” products, thereby further extending the user’s life cycle.
Through “word of mouth marketing + content planting + community operation”, “Skin Zhiyin” leads customers from social platforms to stores and WeChat groups, and cooperates with the WeChat group’s < / span> The team of skin conditioning teachers performs user maintenance. In 2019, “Skin of Skin” and Mother Breeding Network have reached a cooperation intention and officially settled in Little Red Book, span> Strategic cooperation with Xiaohongshu large mother-to-child vertical KOL “It’s Goku’s mother” To further expand marketing channels and cooperation between mother and baby groups According to reports, after the launch of “Skin Zhiyin” on the Xiaohongshu platform conversion rate is about 1: 4 .
Marketing Promotion Matrix for “Skin of Skin”
Cut into the big market from a specific customer group
In Zhang Xiaomei ’s view, the “skin tone”, which is positioned as “natural, healthy, safe, and effective,” “cuts into small categories”, still aims to seize the “big market” and attract the pursuit of “high quality” and attention to sensitive muscles. Care for a wide range of skincare people. The mother-infant community is the largest, most concentrated feature, and the broadest demand coverage in China. , Strong purchasing power; Provide exclusive products to mothers and infants, promote and recommend products under social e-commerce, can increase the resume with Gradually expand the customer base in the form of purchasing and reducing customer acquisition. The main consumers of “Skin Zhiyin” are located in second- and third-tier cities. Depending on the “emotional paying people” such as mothers and infants, the brand can also establish strong emotional exchanges through strong community exchanges among “town youths”. Word of mouth. According to the data of the flagship store of “Shizhiyin”, 41% of its users are 25-30 years old, 37.5% are 18-25 years old, and 60% of consumers are active social media and moms. People seeking safety and health.
Another expectation of “Skin Skin Tone” is the pursuit of environmental protection and sustainable skin care market trends. The “clean, non-additive, environmentally friendly” skin care concept, as a major trend in the current international skin care market, will also gradually become a trend in the Chinese market, attracting attention to the environment and sustainable development. Consumer Favors . According to reports, “skin tone” 2019 The flagship store ’s unit price is around 400 yuan, Sales exceeded 8 million.
In order to further broaden the market and consumers, “Skin Zhiyin” is expected to launch pure natural sunscreen products in April 2020, and will launch body care products, including body milk , Hand cream and hip cream. Positioning “external care + internal cultivation”, “Skin Zhiyin” also plans to launch some internal clothing products to achieve “inside to outside” maintenance.
Currently “Skin of Skin” is seeking the first round of financing.
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I’m Cheng Muge. If you are interested in the topics or contact items discussed, you are welcome to communicate, exchange and discuss with me. My WeChat is: ChengYGoo. Please note “Name + Position” when adding.
In Zhang Xiaomei ’s view, the “skin tone”, which is positioned as “natural, healthy, safe, and effective,” “cuts into small categories”, still aims to seize the “big market” and attract the pursuit of “high quality” and attention to sensitive muscles. Care for a wide range of skincare people. The mother-infant community is the largest, most concentrated feature, and the broadest demand coverage in China. , Strong purchasing power; Provide exclusive products to mothers and infants, promote and recommend products under social e-commerce, can increase the resume with Gradually expand the customer base in the form of purchasing and reducing customer acquisition. The main consumers of “Skin Zhiyin” are located in second- and third-tier cities. Depending on the “emotional paying people” such as mothers and infants, the brand can also establish strong emotional exchanges through strong community exchanges among “town youths”. Word of mouth. According to the data of the flagship store of “Shizhiyin”, 41% of its users are 25-30 years old, 37.5% are 18-25 years old, and 60% of consumers are active social media and moms. People seeking safety and health.
Another expectation of “Skin Skin Tone” is the pursuit of environmental protection and sustainable skin care market trends. The “clean, non-additive, environmentally friendly” skin care concept, as a major trend in the current international skin care market, will also gradually become a trend in the Chinese market, attracting attention to the environment and sustainable development. Consumer Favors . According to reports, “skin tone” 2019 The flagship store ’s unit price is around 400 yuan, Sales exceeded 8 million.
In order to further broaden the market and consumers, “Skin Zhiyin” is expected to launch pure natural sunscreen products in April 2020, and will launch body care products, including body milk , Hand cream and hip cream. Positioning “external care + internal cultivation”, “Skin Zhiyin” also plans to launch some internal clothing products to achieve “inside to outside” maintenance.
Currently “Skin of Skin” is seeking the first round of financing.
———————————————————————————
I’m Cheng Muge. If you are interested in the topics or contact items discussed, you are welcome to communicate, exchange and discuss with me. My WeChat is: ChengYGoo. Please note “Name + Position” when adding.