author/boki
The last wave of double eleven activities, you can’t rush!
Go! Go, go! Taotao finally got the last wool, and bought the essence and liquid foundation that Li Laotou didn’t grab in the live broadcast room at a good price.
Every year, the Double Eleven is a time for girls to stock up on skin care and make-up. This year’s double eleven domestic products are more eye-catching, and the pre-sale stage is because all kinds of hot searches can’t be grabbed. Domestic brands are also increasingly favored by young people. After #00, they prefer domestic brands # and also boarded hot search during the Double Eleven period.
Celebrity endorsement, Li Jiaqi’s offer, Xiaohongshu planting grass, Tik Tok live room … What domestic brands did you buy?
Beauty and skin care:
Content marketing helps, and component technology promotes big items.
Please raise your hand because Li Jiaqi bought domestic skin care products!
After reading the offer of all girls, Xiaoyue decided to support domestic products in this double eleven. Last year, foreign brands such as Guerlain, Mei Kefei, etc., this year, she gave part of the beauty budget to Proya’s morning C night A double anti-suit, Ou Shi Man Freckle Mask, and by the way, she brought a set of Ou Shi Man Water Emulsion to her mother. "Supporting domestic products is not entirely an emotional card. I went to Xiaohongshu to do my homework, and the ingredients of domestic products now don’t lose big names, which is more cost-effective! "
Unfortunately, Polaiya couldn’t get it in the live broadcast room in Li Jiaqi at all, and Xiaoyue could only choose to place an order in the brand live broadcast room.
Polaiya, a domestic brand that soared to the fourth place on Tmall’s pre-sale skin care list this year, was once considered as the brand of "L ‘Oré al" and "Oprah" in the cottage. In the past two years, it has entered the head of domestic skin care with its ingredients and excellent popularity.
In the field of skin care, consumers are becoming more and more mature, from simple skin care in the past to accurate and effective skin care needs in selecting product ingredients. Not only pursue functional ingredients, but also pay attention to content and concentration.
In addition, the demand for skin care has advanced from basic whitening and hydrating to early anti-aging. We must know that products with anti-aging effect have always been the high-end line of various overseas brands, which also means that the price is very high. The popular anti-aging formula in the past two years is "early C and late A", that is, products with VC ingredients are used in the morning and products with VA ingredients are used at night. This formula is popular because of its relatively effective ingredients and affordable price.
Polaiya seized the enthusiasm of technology skin care and took the opportunity to make a hot single product ruby series and double anti-essence.
Polaiya, who has grasped the trend of popular skin care, also played a role in this year’s Double Eleven, opening an offline wine coffee pop-up shop. Business hours are from 8: 00 a.m. to 0: 00 a.m. on weekdays, and at 7: 00 p.m., the cafe is converted into pub mode, and the business hours are extended to 2: 00 a.m. on weekends.
Early caffee and late Acohol, properly "early C and late A" for migrant workers!
Polaiya is an old hand in emotional interaction with young people. In the past two years, Women’s Day on March 8th took advantage of the marketing, and with the help of planning short films and copywriting, discussions on gender issues such as "gender is not the boundary, but prejudice is" won everyone’s approval.
In terms of publicity, Polaiya has always been cautious enough, and the marketing of festivals that are easy to step on thunder, such as Mother’s Day and Tanabata, has never overturned.
Last year, Polaiya ranked among the 500 million sales clubs. Will the final data of this year’s Double Eleven be refreshed?
While the rise of domestic products depends on Li Jiaqi, brands have made great contributions to the shaping of their own products and images.
Another popular brand, Ou Shiman, also seized the opportunity of ingredient marketing. Now, when I see Ou Shiman again, the first reaction is not the chronological advertisement "Ou Shiman Pearl White" on Hunan Satellite TV, but the star single product with anti-sugar and anti-aging effect-repairing anti-orange lamp.
With the 76-year-old chairman’s speech in Li Jiaqi’s "All Girls’ offer", Ou Shiman was young and lovely, and the affordable preferential mechanism was "out of the circle". Established a new brand image, an optimistic, enthusiastic, sincere and national brand with craftsman spirit. On the eve of double 11 this year, Ou Shiman launched a whitening lotion set developed by Li Jiaqi, and bought 200,000+in the live room, which was sold out directly.
In addition to brand culture marketing, in order to attract more young people, Ou Shiman’s star product, Xiao Orange Lamp, and the glory of the king withdrew from the The Story Of Diu Sim gift box in May this year. The Story Of Diu Sim’s skills of both exporting and returning blood in the king’s setting fit the product attributes of Ou Shiman’s Xiao Orange Lamp.
Spokesmen also choose young male artists to speak, from Johnny and Z.TAO in the past to the official announcement of Jialun in October this year, which is more in line with the characteristics of products and brands. In November, Ou Shiman’s activity for Ren Jialun’s limited-edition suit also attracted many fans’ attention. If you buy a specified amount, you can get Allen sweaters, signature photos and other surrounding areas.
Recently, a number of domestic beauty companies released their financial reports for the first three quarters. The top three in terms of total revenue growth in the first three quarters were Huaxi Bio, Betani and Polaiya, which increased by 43.43%, 37.05% and 31.53% respectively.
Huaxi Bio owns Run Baiyan, which is mainly composed of hyaluronic acid, and Quadi, which is mainly composed of 5d hyaluronic acid. For the revenue growth in the first three quarters, Huaxi Bio’s financial report shows that the revenue of functional skin care products has achieved rapid growth.
Bettini’s growth mainly depends on Winona. The financial report says that the growth comes from the further promotion of the products and brands of major companies, and the sales scale and sales revenue have increased rapidly. In the first half of this year, more than 70% of Winona’s sales expenses were used for channels and advertising. Winona’s 2022 Double Eleven has occupied 8 pits in the live broadcast room in Li Jiaqi, second only to Lancome and Estee Lauder.
In addition to Tik Tok E-commerce and Xiaohongshu kol planting grass, brand-owned accounts are also using small classes to popularize the ingredients and efficacy of popular science products, and experts in the industry will sort out the principles and usage of popular science ingredients to consumers in detail.
In addition to marketing, domestic skin care products have also begun to increase technology and invest more research and development expenses. For example, in the first half of 2022, Polaiya invested 61.07 million yuan in research and development expenses, a year-on-year increase of 94.66%; Betaine’s R&D expenses were 87.56 million yuan, up 85.17% year-on-year;
Marketing will bring performance growth, but the needs of consumers are constantly changing. Focusing on efficacy and overweight research and development can continuously strengthen the real value of domestic skin care brands.
Make-up is hot
More professional makeup products are more popular.
This year’s perfect diary fell out of the top ten of the pre-sale list, while Hua Xizi remained firmly on the list.
After the return of Li Jiaqi, Hua Xizi’s strong support for the first broadcast was closely tied with Li Jiaqi during the Double Eleven period. Participate in "All Girls’ offer", founder and Li Jiaqi battle preferential mechanism;
In Weibo and other short videos, a short video of Li Jiaqi as a witness of Hua Xizi’s growth was launched. Li Jiaqi talked about how to be moved by Hua Xizi, recalled developing products together, and highlighted the technical upgrading of Hua Xizi’s star loose powder and the Chinese color of lip yarn. Promote the brand with the concept of oriental beauty makeup, and bring a better experience to all girls.
In deepening the characteristics of oriental Chinese beauty, Hua Xizi launched the planning of the garden secret double eleven garden party and the preview of 3D cyber national style, which deepened the impression of fashion national style beauty.
With the opening of the Double Eleven activities, a garden party was also opened, and each stop was to sort out the next products and functions. Linked spokesperson Bailu Express opened the box, tried out the product and conducted Amway.
This year’s Double Eleven, Hua Xizi’s profit is still not much. The relevant person in charge of Hua Xizi has revealed that Hua Xizi’s participation in the traditional e-commerce promotion node has not been great. "The brand is still based on long-term, and will not excessively pursue the growth brought about by the promotion of activities."
Contrary to Hua Xizi, most domestic cosmetics brands still seize customers with the strategy of low price and high value. This year’s Double Eleven, many products are buy one get one free, or appear in the form of preferential packages. One hundred yuan can have three lip pastes with popular color numbers.
The fermented color in make-up is undoubtedly the dark horse of this year. For the first time, it rushed into the pre-sale list, mostly because of the blessing of the live broadcast room in Li Jiaqi.
However, from the perspective of the brand of fermented color, its revenue exceeded 100 million in early 2019. In 2021, the overall performance of the beauty industry declined five times, achieving brand profitability and having an upward development trend.
Looking at the outer packaging alone, it is completely different from the orange blossoms of the same company. Because the main consumer group of yeast color is free and independent modern urban women who are transforming from girls to workplaces. Therefore, the packaging style of fermented color is not the sweetness of Japan and South Korea, nor the coldness of Europe and America. Choose neutral and comfortable colors, or amber and shells with Chinese elements.
On the eve of the Double Eleven, the first original nude air cushion was launched, and the series of products were mainly nude, with a sense of high quality opposite to low price. In terms of packaging and products, the stage of light maturity is also acceptable.
Domestic make-up began to differentiate for different age groups and different trial groups. In product packaging, color and other aspects, domestic beauty styles are different.
Tangduo and intoyou are lovely and sweet girlish feelings. This year, many co-branded products are mainly produced.
The spokesmen also chose Z-generation idols like Nana Ou-yang and kiku. In terms of product promotion, intoyou has selected artists from the draft online, and implanted them offline as the designated products of beauty cosmetics like Travel Notes of Vento Oak in 2022.
On the eve of this year’s Double Eleven, girlcult made a circle with a grotesque Chinese cyber serial, with bold colors and suitable for playing with makeup. However, lip glaze and eye shadow seem to have the phenomenon of pigment precipitation, which was spit out in the little red book.
There are also goggles, popular products such as cement plate and chameleon eyeliner, which are suitable for dark European and American makeup.
The perfect diary of the former head brand has been much weaker this year, but its product categories have been expanding. Besides lip glaze and eye shadow tray, there are also makeup, Cosmetic Contact Lenses, skin care products, etc. So far, no star product like lip glaze has been made.
After the eye and lip products of domestic beauty products are out of the circle, the subsequent products seem to have poor results, especially the base makeup products, which have higher technical requirements. However, the makeup market in China is growing rapidly, and the market scale is expected to reach 61 billion yuan in 2025. In the future, more brands will set foot in the field of base makeup.
In terms of base makeup, Mao Geping and Caitang, the brands of professional makeup artists, are still favored in domestic products this year. As a brand of Polaiya, Caitang has a lot of marketing this year, and almost all the beauty cosmetics kol are vigorously promoting Caitang Concealer in Xiaohongshu and Tik Tok.
Of course, it is also inseparable from the professional makeup artist status of founder Tang Yi. Caitang has been doing online marketing with Tang Yi’s makeup experience. This year’s Double Eleven, Tang Yi also incarnated as customer service, explaining logistics delivery and other issues on social platforms.
Domestic makeup word-of-mouth products should still belong to Blank ME. After all, it is really difficult to find a makeup product that fits the skin and holds makeup in domestic products. Its rapid growth has filled the gap in the domestic makeup market. It is reported that Blank ME has set up her own laboratory in Shanghai to do more in-depth research on women’s makeup in China.
From skin care to beauty cosmetics, domestic products have increasingly replaced European and American brands in our lives, become more competitive, and become more and more recognized by consumers. After all, being more professional, easier to use and more cost-effective is the consumption principle of consumers now.
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