Social media marketing solutions for domestic skin care brands in 2021 From Micro seeding easy

The following is the Social media marketing solutions for domestic skin care brands in 2021 From Micro seeding easy recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

“At present, the upgrading of national consumption is reflected in all aspects, and the domestic skin care market, which has attracted much attention, is also rising steadily. From the perspective of social media volume, the acceptance and discussion of PMPM, HFP, Zhiben and other cutting-edge domestic brands are increasing. The old domestic skin care brands represented by Natang, MARUMI and pelaya are not willing to fall behind, and the marketing method is quickly approaching the young people. “

01. Look at the development of national cosmetics and skin care brands

Domestic skin care has experienced from the traditional beauty care 1.0 era to the surge of domestic brands, and then to the 3.0 era of cutting-edge domestic beauty care brands assisted by social e-commerce. It is entering the best development stage. More and more domestic skin care brands benefit from it by taking advantage of the east wind of channel dividend, quietly guiding the direction of contemporary young people in choosing skin care brands.

In the innovation dimension, domestic skin care is manifested in three aspects: brand image pays attention to aestheticism, brand marketing pays attention to women’s insight, and brand spokesmen pay attention to identity labels.

In terms of brand image, whether it is component function or appearance packaging, domestic skin care began to seek to impress consumers with minimalist aesthetics. In addition, domestic skin care also considers consumption habits and marketing environment, and is good at deepening the brand impression with the cross-border scene aesthetics of cutting-edge brands.

In terms of brand marketing, feminist marketing has become a new trend of domestic skin care brands. Sansheng flower breaks the secular definition of beauty and advocates that women appreciate and accept themselves; Pelaya cooperated with China Women’s daily and advocated that “gender is not the boundary line, prejudice is”; Nature hall awakens women’s self-awareness, strengthens women’s discourse and women’s rights… All this shows that feminist marketing has become the trump card of domestic skin care brands in the emotional resonance between the core target audience and brand construction.

In terms of brand spokesperson selection, the short-term popularity of online celebrities or stars has become a reference index for the selected spokesperson of the brand. However, the domestic skin care industry needs to consider more indicators, such as whether it has a new express traffic standard, whether it has an oriental face, can reshape women’s beauty, strong relationship kox and other multi label characteristics.

02. Touch domestic skin care consumer groups

Nowadays, domestic skin care brands have gradually occupied the minds of generation Z consumers. Compared with international brands that can meet their consumption attitude and consumption pursuit of high-end and branding, domestic skin care brands are gradually moving closer to international brands in terms of grass planting power and mental share index, and their advantages are becoming more and more obvious under the joint action of word-of-mouth and channels.

In addition, skin care is no longer exclusive to women, and men’s skin care awareness has begun to awaken. The male skin care market is gradually becoming an emerging blue ocean. According to statistics, 65.6% of men have purchased skin care products. Under the influence of the popular culture of seeking beauty and the upgrading of consumption, the male nursing product market will become a hot market.

People’s social life is highly fragmented. E-commerce, social networking, video and news information apps have become the most commonly used social media for beauty and skin care consumers. Based on the differences in skin care needs and concerns, we can divide consumers who buy domestic skin care into four label groups: ingredient explorers, medical beauty fans, minimalist skin beauticians and beauty new products control:

Ingredient explorers: they generally have high consumption power and gather in the first tier cities of Beijing, Shanghai, Guangzhou and Shenzhen. They like to use Haitao shopping, pay attention to medical beauty, and share skin care experience and experience on social platforms. They have a high demand for amino acids and are always the consumption growth point of this kind of people.

Medical beauty fans: take the post-90s / 95s as the main consumption force, and increasing self-confidence and pleasing consumption has become its driving force. In addition to medical beauty apps, comprehensive service and social entertainment apps are also favored. Combined with the popularity of “light medical beauty”, products with high safety, low unit price and stable effect have won high recognition in the hearts of consumers.

Minimalist skin beautifying Party: highly agree with the concept of maintaining skin health. They have high requirements for quality of life and efficiency. Xiaohongshu has become a hotbed of minimalism as a life sharing platform.

Appearance value new product control: it is easy to be attracted by the brand’s spokesperson and product appearance. High appearance value and product uniqueness are the main motivation to promote them to share social media. The planting and weeding process from short video platform to e-commerce platform deserves the brand’s attention.

03. Explore new machines of domestic skin care products

Efficacy skin care has become a new trend of beauty consumption. Among many skin care products, products with moisturizing, facial cleaning, anti-aging, repair and soothing effects are most favored by consumers. And shoulder the heavy responsibility is cream, cream and eye care and other subdivision racetrack.

Consumers of domestic cream are highly concentrated in female users and super first tier cities. Efficiency and cost effectiveness become the key drivers of buying. Therefore, the cream products of domestic products are generally aimed at repairing, moisturizing, replenishing, whitening and other pain spots. The cost performance is high, and the price per passenger is moderate.

The potential audience of the essence of Chinese products is young women. Anti aging and wrinkle resistance are the focus of women’s attention at this stage. The essence of Chinese products is the core selling point of explosive ingredients, such as ingredients and symptomatic effects.

The main consumers of domestic eye care are young women who are sensitive to their appearance. Both generation Z young people and young women need to pay attention to them. The middle-aged mothers have strong stickiness and have a lot of room for transformation. Chinese products eye care products generally take anti-aging, anti oxygen and repair as the main pain points, and the price is close to the people. In the product packaging, it is like a big brand to move closer to the high-end line.

04. Looking for domestic skin care marketing opportunities

In the second half of social media marketing, the era of simply competing for traffic has passed. The future marketing will be “short video + live + private domain” with content as the core, which is manifested in the marketing system from traffic to content, the e-commerce leap from public domain to private domain, and the channel expansion from single to whole domain.

Trend 1 marketing system from traffic to content

The highland for traffic in the second half is content. Only high-quality content can improve the efficiency of drainage and transformation. In the future, the brand side needs to create high-quality content for thousands of people and thousands of faces with a large number of KOL. Channel

On the social media platform, a large number of KOL / Koc plants grass intensively, which can efficiently transmit brand and product information to consumers within a certain time. Use high-frequency exposure to quickly increase the heat and impress the target population. The data show that 54% of users learned about new brands and products through KOL grass planting. At present, the whole industry has occupied the KOL content marketing track, and beauty daily chemical has greater consumption demand and consumption ability among users of the new media platform.

Trend 2 e-commerce leapfrogging from public domain to private domain

As social media enter the era of traffic stock competition, private domain will become the second curve of brand development. In the future, only when the traffic is precipitated into user data can the brand really get rid of the shackles of the platform and truly connect with consumers.

The specific manifestations are normalization, refinement and specialization. Normalization means that more and more brands take private domain operation as the standard configuration of brand development. Refinement refers to the refined operation of labeling users and data analysis centered on user relations. Specialization refers to building trust and recognition with users through valuable and professional content.

Trend 3 channel expansion from single to global

The diversity and variability of traffic channels and the high requirements for content taste require the brand to quickly establish an effective and efficient way of communication with young people. The only way which must be passed is to explore the best matching relationship between channels, categories and contents. The combination of marketing strategies of Tmall tiktok, B and other social media platforms, such as Tmall and Jingdong, will be the only way to achieve product quality integration.

Both the rejuvenation of old brands and the trend of new brands rely on the diversified playing methods of social media, and the finished brand power of “short video +” mode creates a new trend. Tiktok, the master of the brand, has been growing in the small red book, the jitter and B station platforms. The new business of the brand shop is being transformed into the mainstream by self seeding, master’s live broadcasting, and short video and merchandise.

05. V. domestic skin care marketing strategy

Whether it is an old domestic skin care brand or a new cutting-edge domestic skin care brand, it is the first time to win the recognition of emerging consumers in the new era of traffic capture and stock transformation.

Breaking the circle of new domestic skin care products

3C法则（CONTENT，CONCEPT，CIRCLE）

Content – social media content marketing establishes the first wave of brand volume

For cutting-edge domestic skin care brands, every step of marketing strategy is very important in positioning people, selecting products, focusing on building social reputation, taking penetration and new circles as the cut-off entrance, and taking effect transformation as the core goal to realize the process of new consumer brands from 0 to 1.

In the evolution of the brand from 0 to 1, the “single product detonation” can be called a typical thinking path for the brand to break the circle. Combined with the eight step launch methodology of social media, it can effectively help the brand break through quickly in volume and sales.

1. Anchoring: anchor the target population and hit consumer demand

2. Enter the circle: drill through the vertical seed circle and test the effect of a large number of Koc accounts

3. Embedding point: take advantage of the head KOL / star to implant the product

4. Deep excavation: the circle layer is large V, and the waist is vertical KOL deep excavation

5. Breaking the circle: Entertainment KOL content, cross-border out of the circle and detonate the public focus

6. Harvest: e-commerce live broadcast, with cargo anchor to promote transformation

7. Retained: private domain operation of brand social networking and e-commerce platforms

8. Optimization: data support continuous KOL launch optimization and product optimization

For example, HFP uses micro signals to accurately deliver target consumers, and uses small programs to stimulate, enhance user loyalty and complete entering the circle. Through the small red book and the tremble sound carries on the deep tiktok, the deepening product superiority, completes the deep excavation. Micro-blog, jowl, Xiao Hong and B station are used to combine social media matrix, spread spokesmen and cross border joint gift boxes to break the tiktok. Next, the code is added to tiktok, which is self broadcast and short video, and carries out traffic harvesting. Finally, don’t forget to use wechat applet to build a private domain position, so that users can truly become brand assets.

Concept – Star cooperation and cross-border joint branding to build brand image

With a certain amount of voice precipitation, new and cutting-edge brands can quickly expand the market with the help of mature and old IP Dongfeng and achieve the effect of 1 + 1 > 2. The products of cutting-edge brands link the old symbols, the new ideas link the old stories, and the new channels link the old feelings, so as to transform the fan economy, open up new users and build the brand’s own attraction.

Based on this idea, HFP has successively launched a joint gift box set to tell the brand story with the help of nroitake illustrator, new tea Naixue’s tea, national milk brand Jindian, animation IP Tom & Jerry, etc. In the small red book, micro-blog, jowin, B station and other young people’s platform to help the large range of storage, tiktok interaction with fans to brand voice.

Circle – circle culture guides the upgrading of emotional consumption

With a small-scale cross-border expansion circle, the brand can start to think about blessing the brand with the help of stars with more traffic, deeply binding the brand image and releasing the fan economy. We can also consider improving brand value from brand stories and values, building brand cultural ecology and occupying the cultural circle.

Delineate traffic stars, HFP and Wang Yibo hand in hand to open a broad traffic entrance for the brand and complete a new round of traffic accumulation. In August 2018, HFP officially announced the signing of Wang Yibo as the spokesperson of stock solution and launched a series of advertising blockbusters of bepro stock solution. This year, HFP and Wang Yibo are deeply bound again, approaching the Queen’s day, covering many urban landmarks with multiple surprises, including UAVs, advertising screens in Shanghai World Expo Valley and subway. Fan economy has become a key driving force for HFP’s performance growth.

At the same time, HFP also began to convey brand care to women’s consumer groups, seized the marketing node of women’s day in recent two years, and successively launched two theme plans of “seven years of life” and “girls, trouble”, which put the brand tone into a higher dimension from the perspective of exploring women’s social value.

Rejuvenation of old domestic skin care products

3A法则（IMAGE，PLAY，WAY）

Image – young image reconstruction

Whether natural hall or pelaya, old domestic skin care products want to be younger. We find that the communication of younger values is the first step they choose to take. Release the brand value by finding people who like young people and using stars as media; Select the points touched by young people for emotional perfusion and value marketing; Fit the life track of young people, take social media as the basis, and realize the youth transformation with vision first.

Star endorsement can be used as the first entrance for the rejuvenation of domestic skin care products, quickly break the inherent impression of the brand in the hearts of young people, shorten the distance and establish a connection. Whether Cai Xukun, Huang Minghao or Luo Yunxi, the spokesmen selected by pelaya have a common feature: they are not only popular, but also traffic, with a strong product pulling effect.

It is a key element for old domestic products to communicate with young people by CO signing with IP with strong emotional orientation and triggering users with attitude, emotion and spirit. Pereya, an old national product, is well aware of this. Focusing on the brand concept of “discovering while young”, it cooperates with China Women’s daily to launch # gender is not the boundary line. Prejudice is the # theme activity. It co creates “discovery” videos with Zegeng video and cross-border joint posters with National Geographic… Making a big fuss on consumer emotional expression and emotional resonance, Encourage young people to explore the world bravely with a clear attitude, continuously output brand value and establish brand image.

In addition, with the help of social media channels, export stars, topics, theme activities and emotional expression, and play with the platform visually. On the one hand, it can reshape the brand style, on the other hand, it will further stimulate the curiosity and follow-up psychology of young people, naturally form a topic discussion atmosphere in the platform and boost the brand voice. For example, in the cross-border marketing form of “the first year of graduation”, pelaya innovated the content playing method and opened an illustration exhibition in Chongqing laterite subway station. Laterite subway station once became the holy land of online Red photography, which attracted many UGCS to punch in and authenticate in xiaohongshu, and the user’s Autobiography became the amplifier of brand voice.

Play – play with young people

The reputation accumulated by old domestic skin care products over the years urgently needs to complete the marketing transformation and upgrading under the dividend of the times. The detonation logic with star single products as the topic point and the transformation logic with emerging channels as the breakthrough point are the ideas to play with young people.

The first is to start with star items, refresh the brand with the help of items with “explosion” potential, assist in planting grass for creative content, and set off a trend among young people. The marketing team of the “La La” aims at the “bubble” hot search concept. First, choose Li Jiaqi to live in Taobao tiktok, Amway, and quickly increase the exposure. Then, through the various interesting elements of the comedy element, the video will be pushed to the high frequency of the shaking platform. At the same time, we have reached strategic cooperation with many well-known traffic KOL, focusing on the functional, characteristic and interesting topic elements of the bubble mask, which quickly triggered the praise and attention of users in the whole network.

Second, seize the advantages of emerging channels and revitalize channels, which means that brands have more ways to reach consumers more effectively. In order to keep up with the times, the old domestic skin care brands that have been rooted in the traditional offline channels for many years need to quickly perceive the channel changes, explore new e-commerce tracks and explore the possibility of long-term brand growth. As early as 2016, with the rise of live broadcasting with goods, pelaya quickly responded and decided to launch online channels. In 2017, pelaya reached a cooperation with traditional e-commerce platforms to conduct whole network marketing with the help of platform resources of tmall and JD. In 2018, Li Jiaqi invited the explosion of bubble mask to make a name for himself. At the same time, Li Jiaqi took the bubble mask to tiktok and became the first traditional company selling by selling the voice. This year, the company has stepped up its layout of tiktok, fast, B station, Xiao Hong book and other emerging e-commerce providers, and has continued to develop its brand self broadcasting, pushing brand influence to a new height.

Way – find communication methods perceived by young people

At the level of long-term reaching young people, old domestic skin care brands can cover the whole time point of brand marketing by building two lines of communication strategies of daily and important nodes.

Taking the daily bedding as the growth point, building a full platform matrix, exploring the advantages of different platforms and obtaining young customers in many fields are the key. For example, the B and the tiktok are the main reasons for the video production and video recording. In the small red book, the main points are to list the grass, to open the box, to evaluate the notes, to plant grass, to make in-depth evaluation and skin care record at the B station, to promote the brand activities and star resources in micro-blog, and to promote the brand advertising and emotional short videos in WeChat. Up to now, the brand of the brand has been leading the other national brands, the number of fans has exceeded 1 million 750 thousand, and micro-blog has released more than 11 thousand items. The book has been awarded 239 thousand tiktok collections.

Taking important nodes as the tipping point, first of all, the marketing method of domestic skin care is carried out along with the marketing nodes, so the focus of the brand needs to be focused on e-commerce, traditional festivals and platform IP activities. Secondly, building a full link marketing channel by comprehensively using the global resources of brand + platform, star + KOL, in station + outside station, online + offline is the key to the success of node marketing.

The marketing idea of the brand name tiktok is worth learning. Tiktok, tiktok, create new interactive positions, create new interactive positions, master the head of the joint, and gather more than 43 million people in the middle waist to attract the UGC. During the lighting period, the brand built an offline live broadcasting room beside the West Lake to cooperate with the light show of Qianjiang New Town in Hangzhou, the large screen of times square in New York and the advertising of ladder media in many places in China, so as to build a strong momentum and attract people’s attention. During the blasting period, fan Chengcheng, the spokesman of pelaya brand, interacted closely with fans in the airborne live broadcasting room. The fans in the live broadcasting room were enthusiastic. The total number of viewers in the 48h brand self broadcasting room was up to 9 million, and the Gmv of the overall activity reached 60 million yuan, becoming a perfect case of brand global marketing.

06. Try the marketing methods of domestic skin care

The playing methods of domestic skin care brands on the social media platform are mainly divided into the following four stages:

User education stage: professional popular science + emotional connection, rational and perceptual two-way grass planting. The playing methods include: evaluation, popular science, first aid for pain points, plot implantation and scene marketing.

Topic guidance stage: cooperate with topic marketing to guide the big promotion nodes. Playing methods include: Star taking advantage of the situation, star interaction, topic challenge, dry goods tutorial and deep excavation of selling points.

Live broadcast promotion stage: undertake e-commerce live broadcast and harvest accurately and quickly. Playing methods include: price attraction, stock strategy.

Heat duration stage: Grass pulling experience sharing, continuous heat + secondary transformation. Playing methods include: unpacking, exploring stores, drying lists and evaluation.

Finally, in the appendix of the report, we prepared the recommendation of domestic skin care quality talent resources to help the brand quickly win customers and improve transformation.

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