The trend of national makeup brand and the marketing strategy of changmingda From Micro seeding easy

The following is the The trend of national makeup brand and the marketing strategy of changmingda From Micro seeding easy recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

In 2021, the market scale of China’s beauty and daily chemical industry is expected to exceed 540 billion yuan. As of July this year, the proportion of self media investment of national cosmetics brands has reached 8.6% of the overall investment proportion of the industry. National cosmetics brands have grown rapidly in recent years. Beauty brands led by huaxizi and Mao Geping have swept the whole Chinese beauty circle. Winona, HFP and other skin care brands have successfully printed the brand keywords of “specialty” and “ingredient” in the hearts of Chinese consumers. The old domestic products such as bee flower and Baique have been successfully renewed and the brand has become younger. At the same time, a number of cutting-edge brands are also ready to leap into the wave.

01. Trilogy of common communication of national cosmetics brands

The talent marketing trilogy, composed of setting the tone, selecting the number and naku, is a common communication strategy for national makeup brands to ensure the effect and improve the efficiency in the we media launch at the present stage.

The first step is to set the tone – brand positioning determines the talent cooperation strategy

Opportunity market positioning

On the “double 11” day of 2020, among the top 30 brands in tmall beauty cosmetics and daily chemicals sales, 7 domestic brands on the list are all concentrated in the middle and low-end market with a customer unit price of less than 500 yuan. For national cosmetics brands, the medium and high-end market is both a blue ocean and a Shura market. This part of the market is guarded by international beauty groups such as L’Oreal, Estee Lauder and Shiseido, and the competition is fierce. It is difficult for young national makeup brands to obtain the recognition of high-end consumers here.

Positioning suggestion: at the initial stage of the new brand entering the market, positioning the middle and low-end market and creating high cost-effective explosive products is the insurance strategy generally selected by the brand. Positioning the high-end market requires the brand to educate users with brighter original products and greater cost. The mature head national makeup brand with stable audience will launch new products with high-end line positioning, give priority to guiding the transformation of brand loyal consumers, and trigger long tail reputation as Koc, with steady entry and greater opportunities.

Opportunity category positioning

Lipstick and eye shadow are the most acceptable products for cosmetic products. Mask is the first choice for skin care products. With the refinement and upgrading of consumers’ demand for “beauty”, the penetration rate of businesses is not high, but beauty tools and body shaping products with strong consumer demand will be the opportunity category of the industry. At the same time, refinement, specialization and scene will be the key to the common development trend of the national makeup market in the future. Nowadays, most of the cutting-edge national makeup brands will give priority to creating the first fine product according to the needs of a specific group or scene as a stepping stone to the market.

Positioning suggestion: the effect of color makeup category is intuitive, and it is more advantageous to cooperate with experts in makeup and color test direction. Tiktok is also suitable for video form, and is suitable for displaying by shaking and red book.

Skin care products need to give priority to marketing ingredients and technical background, endorse for safety, and are more suitable for cooperation with ingredient party and professional skin care experts. The clear graphic presentation form of Xiaohong book, coupled with the topic communication ability of microblog, has more advantages in the effect display and ingredient endorsement communication of skin care products. The up Master of sports and fitness on station B is more suitable for cross field cooperation of emerging beauty and body shaping products.

Opportunity crowd positioning

It is basically consistent with the trend of customer unit price of national makeup brands. National makeup brands generally have more advantages in the sinking market with low consumption power and young people under the age of 25.

Based on the common characteristics of opportunity groups and opportunity markets of national cosmetics categories, the following five composite attribute consumers may have more potential in the consumption of national cosmetics brands:

Town novices: Z generation + sinking market + Beauty beginners. Entry level national makeup products with outstanding reputation and high cost performance are their first choice.

Subcultured youth: generation Z + minority culture. They are independent, tolerant and bold. Cutting edge products with unique concepts can attract their attention most.

Veteran in the makeup industry: category senior consumers + people with high consumption power. They are veteran consumers, witnesses to the development of China’s beauty industry, and will also be the most persuasive “professional” Koc of national makeup brands.

Urban silver hair: silver hair economy + Internet newcomers. The epidemic has prompted them to quickly become online shopping veterans. They like to kill time through live broadcast and short video content. The recommendations of experts and anchors are extremely useful to them. They are not old, and even buy new consumer brands earlier than young people.

Delicate and cool boy: in the male beauty economy + male beauty market, more and more petty bourgeoisie white-collar men begin to pay attention to skin management. Their purchasing power is good, and the recommendation of bloggers will be the key to their purchase decision.

Positioning suggestions: Urban silver haired people with high popularity are suitable to be the first to reach through the head e-commerce anchor; The novice group in the town is more suitable for the head experts with strong influence and the waist and tail experts with more audience in the sinking market. But how can we accurately locate and reach people with low conformity?

Combined with the portrait characteristics of opportunity groups and audience preferences, wechat easy will help advertisers match the TA portrait of opportunity groups exclusive to the brand with the talent of more than 200 attribute labels in the wechat easy library with the help of multi-dimensional data products, so as to help the brand further locate and select numbers.

Step 2: select the number – identify the platform + find the right person = quick results

Common trend of platform launch

Customers of cosmetic cosmetics daily tiktok, Xiao Hong and micro-blog have three platforms. The national makeup brand has a more pronounced preference for shaking, and nearly half of the tiktok is placed.

Tiktok and micro-blog, the outstanding performance of the topic creation and the high cost performance communication ability, make them the first choice for brand building. The little red book platform focuses on a large number of female consumers who have good purchasing power and love life. The sharing attribute of Koc is prominent, which is more favorable for the brand to create word-of-mouth products. Station B, as a multicultural gathering place for young people, has a large number of up owners with excellent creative ability and distinctive personality. It is an excellent position for the brand to reach young people with creativity. As a leader in private communication, wechat has obvious advantages in private marketing and loyal consumer precipitation.

Common trend of talent delivery

In terms of talent level selection, waist talent accounts for more than 50% of cooperation on all platforms with higher cost performance. Compared with overseas brands, national makeup brands have a more obvious tendency to tilt to the waist and tail. They are more inclusive to the tail people, and the proportion of head, waist and tail people is about 1:6:3.

In the selection of talent type, beauty talent has become the necessary type of brand launch with its highly relevant vertical attribute. Fashion, plot and life talents are also favored by many brands because of their inclusiveness in commercialization. Although the experts in food, entertainment and games also have advantages in the consumer preferences of national makeup brands, the commercial cooperation with beauty brands is still insufficient, which is the opportunity type of cross field communication of national makeup brands.

Nowadays, cross-border joint branding is the only way for brands to keep their freshness. National makeup brands mostly cooperate with food and beverage brands and mobile games brands, and communicate with cross domain experts who fit their tonality, which will also be a good opportunity for brands to expand their influence.

Step 3   Naku – building a resource base is the magic weapon of brand flywheel communication

After setting the tone and selecting the number of the brand, it is also extremely necessary to track and repeat the communication effect of the cooperators. On the one hand, the brand should maintain a long-term cooperative relationship with the talents who have a high degree of cooperation in the launch and whose communication and transformation effect meets the expectations. On the other hand, we should also establish cooperative relations with emerging talents who have good momentum in the market but have not touched them, and try to create new works. And build the above two parts of talent into a brand talent database, constantly iterate, and maintain the effect and vitality of talent marketing.

According to the common trends and preferences of national makeup customers in the delivery, wechat easy selects more than 400 talents to form a national makeup general talent resource library, which aims to help national makeup customers improve the talent selection efficiency, reduce the difficulty of selecting numbers, and quickly build a talent communication matrix（ Get the list of resource libraries. See the code at the end of the article ~)

02. Phased communication strategy of national makeup brand personality

National makeup brands not only have similar development trends and common marketing strategies, but also face different stage pains in different development stages.

Mature national makeup generally seeks increment and becomes the “eternal light” of the industry with the help of talents

The cooperation between huaxizi, perfect diary and other mature national makeup brands and beauty pendant talents has been perfect. If the brand wants to attract more potential people’s attention and transformation, it needs to expand the communication focus to the outer circle layer. Try to cooperate with more types of talents, produce more diversified and innovative works, and reach more potential audiences through works, which will be a new way for mature brands to obtain increment.

Take huaxizi brand marketing as an example. Inward, huaxizi cooperates with beauty experts to ensure the accurate detonation of domestic demand; Outwards, huaxizi has cooperated with many types of talents such as art and culture, dance, plot, emotion, life and knowledge. The talents create in combination with the theme of brand products in a way they are good at, and reach more potential people with the help of multiple content creativity.

For example, in the cooperation between huaxizi and handmade Niang @ Yanhong Aimee of station B, up master successfully created a creative masterpiece at the level of brand publicity film by using cans to imitate Miao headwear and exquisite technology, showing the audience the concrete image of the brand “Miao impression” series products. Get the fans’ support in the comments and barrage. The fans even asked the gold Lord’s father to add money to the up Lord. The work is also excellent in data performance, with a broadcast of more than 2 million, ranking fifth in the daily list of the whole station, and is included by the official must see every week.

Old brand national makeup is eager to rejuvenate and “pursue the new” is the only way for old brand national products to enter the vision of young people

Taking the brand renewal marketing of bee flower as an example, at the brand and product level, bee flower keeps its old tradition and feelings. At the same time, with the theme of “bee”, it upgrades the brand logo and product packaging, customizes the brand new image IP, and carries out publicity activities with the product nickname of “big honeypot”. In addition, the brand also invited spicy Yoko to become the first spokesperson to endorse the brand image and detonate communication gimmicks with the help of spicy Yoko’s people-friendly temperament.

At the level of social media marketing, with the popularity advantage of its national old brand, honeybee directly cooperated with the head anchor Li Jiaqi, took advantage of the special session of domestic products to bring goods for new products, opened a new round of national reputation and became the top 1 in the industry transaction. Then, tiktok, micro-blog and jitter three platforms as the core, focusing on vertical category, build a master marketing matrix, segmented by layer detonating new product reputation, to achieve the double effect marketing effect of the electricity supplier node and goods brand image.

In terms of talent cooperation, bee flower selected a number of talent with “beauty +” attribute, which not only completed the deep planting of grass in the vertical circle, but also realized the diffusion and dissemination of the peripheral circle.

Tiktok, for example, is a collaboration between the bee and the voice master head, “beauty + story”, “the soul of the soul”, and the magic story, with the love story spanning many years, to highlight the highlights of the product, such as classics, inheritance, childhood memories, upgrading, flexibility, taste, and so on, and successfully create millions of exploits.

Most of the cutting-edge national cosmetics have two-way demands that they not only want to copy the success of their predecessors, but also want to establish a new image of “entering the tide”

It is different from the old national makeup and mature new consumer national makeup brands, focusing on the concept of new national tide. New and cutting-edge national makeup brands are trying to jump out of the boundaries of going abroad and create a new differentiated and international image. Many cutting-edge national cosmetics brands choose to subdivide category products with high perception and superimpose the concept of differentiation to create popular products.

In terms of audience, they also tend to anchor people who are consistent with the brand publicity image and take the lead in reaching them. In the marketing strategy of talent, skin care products give priority to cooperation with Party talent in a top-down manner, and endorse their own safety and professionalism, which is the key to the success or failure of entering the tide. Beauty brands can give priority to cooperating with Koc experts in a bottom-up manner, build consumer reputation while testing market preferences, and then do targeted deep-rooted marketing.

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