A brand can stand or even succeed in the market, which is bound to be accurate differentiation.
Especially under the tragic market structure that international giants have completed market enclosure and domestic cosmetics brands have been hit hard, it is not easy for flowers to get a share, and creating differentiated products is the only way out.
Based on the accurate insight into the current situation of homogenization competition in the industry, Hua will focus on the young people at present, explore the precise goals that meet the consumer desires and just-needed needs of the customer groups, and strive to create differentiated makeup products that cater to the needs of young consumer groups.
Taking advantage of the historical tradition of ancient women in China, Huahua put forward the development direction of "Oriental Makeup", positioning her products as "Oriental Makeup" and creating a make-up brand that is truly suitable for China consumers.
It is worth mentioning that in order to show the brand's "oriental makeup" positioning from the inside out, Hua also pays special attention to product naming. "Calligraphy" comes from Su Shi's poem "If you want to compare the West Lake to calligraphy, thick makeup is always appropriate", which not only greatly reduces the communication cost of the brand, but also highlights the brand's concept of "using flowers to nourish makeup".
Since the establishment of 20 17, Huaxi Zi has always insisted on this as its own brand positioning. Whether it is brand image building, product design or product composition, Hua's oriental makeup features are very distinctive.
Second, research and develop natural flower ingredients to enhance the core competitiveness of products.
Once upon a time, the cosmetics industry, as a consumer product just needed by women, was repeatedly exposed to excessive chemical composition and caused many security risks, which once affected the market development of the whole market.
In such a headwind, Flower inherits China's Millennium beauty wisdom, based on the characteristics of oriental women's skin and makeup, rooted in the essence of flowers and plants, combined with modern makeup technology, integrating beauty makeup and skin care, and opened up a brand-new way for the development of makeup.
All products of Huaxi Zi are based on the essence of flowers and plants, and the formula comes from ancient cosmetics. Natural ingredients, without any ingredients used with caution by pregnant women, such as "flower dew rouge", an ancient formula for nourishing lips, are extracted from natural flower raw materials. This is its greatest attraction and the biggest difference from other brands.
Third, the design of national fashion products caters to the aesthetics of young people.
Yan value is justice, and young consumers are willing to pay for the "Yan value economy". Therefore, Huaxi Sub-series products not only draw lessons from oriental culture in R&D and production, but also emphasize the integration of oriental culture and fashion in product design, which is in line with the brand culture positioning of the current national tide and has launched many cosmetic products that have detonated the whole network.
Ruhua's traditional craft of recreating the East has inherited many exquisite skills such as micro-carving and relief, and moved China's micro-carving art to lipstick, showing the grandeur of splendid rivers and mountains between square inches.
With exquisite traditional carving technology and silky texture, once online, it will spread all over the network. According to statistics, in 20 19, the sales of carved lipstick in Huaxi Zi flagship store reached as high as100000+,and carved lipstick has also become a popular explosion among young people.
Unlike other brand products, which only work hard on the outer packaging, Hua moved the micro-carving technology to the products. The bold and innovative national style design all reflects the exquisiteness and interest of Chinese brands, and the rich "oriental beauty" temperament is coming.
With the promotion of China's international status, the consumption phenomenon of foreign brands and commodities has changed. In particular, young people's inner national consciousness awakens, and their affection for the elements of oriental traditional culture gradually increases. The orientation of "oriental makeup, nourishing makeup with flowers" is more in line with the consumption needs of young people in the big environment, and the creation of national style products that cater to the aesthetics of young people has undoubtedly laid the foundation for the rise of brands.
Marketing end:
Multidimensional marketing
Effectively help brands get out of the circle.
What the market fears most now is the delicate fragrance of wine. No matter how good the product is, it is difficult to be understood by the public, let alone break through this circle.
For Hua, a new brand founded on 20 17, effective brand marketing measures are essential in order to occupy a place in the makeup market with accumulated competition.
In order to enhance the brand's awareness and goodwill in the young consumer market, while constantly increasing the product strength, we will combine various popular marketing methods such as celebrity endorsement, variety sponsorship, cross-border marketing and live broadcast to enhance the user's recognition of the brand.
Celebrity endorsement, quickly enhance the brand's market awareness.
In the era of fan economy, empowering brands with the influence of popular stars is the fastest way for brands and products to reach young consumers accurately. Choosing a suitable spokesperson not only means "bringing goods", but also means relying on the temperament and image of the spokesperson to indirectly convey the brand characteristics and shorten the psychological distance between fans and brands.
In order to get out of the circle quickly with the help of star effect, Hua has officially announced kiku, Du Fu and Charlie as brand spokespersons. Whether it's kiku, a beautiful girl in ancient costume, Du Fu with a classical face, or Charlie, a talented musician of Oriental Voice, it's a very complicated brand positioning.
In addition, Hua's target customers have a high degree of overlap with fans in Qikuo and Charlie, which has the basis of turning fans into users. With the help of the star effect, China will go deep into the young consumer circle in a faster and more accurate way.
Variety marketing+cross-border marketing, to help brand high-intensity exposure.
In addition to celebrity endorsements, Hua also starts with content marketing, and helps the brand's high-intensity exposure through variety marketing and cross-border marketing.
From June, 2065438 to June, 2009, Hua, as the designated makeup product of the reality show "Diary of a New Life", joined hands with pregnant mothers such as Li Ai, Chen Ran and Ma to create "fairy makeup during pregnancy", which triggered a lot of craze and made Hua's brand concept of "keeping makeup with flowers" deeply rooted in people's hearts.
If variety marketing is a common marketing method for brands. Then, the cross-boundary customized gift box of "Flower Joy × Peach Blossom Mouth of LU ZHOU LAO JIAO CO.,LTD Co., Ltd." spent in LU ZHOU LAO JIAO CO.,LTD Co., Ltd. has created a precedent for the marketing of cosmetics brands and liquor brands.
Both brands are national fashion products, and both have clever use of traditional cultural elements. Therefore, once this joint gift box with China characteristics was put on sale, its sales immediately doubled.
Live broadcast with goods and quickly plant grass with the influence of Li Jiaqi.
Before the live broadcast was as popular as it is now, Hua was very prescient. In 20 19, he chose Li Jiaqi as the "chief recommender" and realized the brand explosion with the help of Taobao Live and Li Jiaqi's own traffic bonus.
The deep binding with China is an important turning point in China's marketing strategy, and it is also a consistent and important strategy. The requirements for products have always been very strict, and Huaneng's recommendation has directly raised the brand to a new height, and both brand attention and fans are soaring.
In the second half of 20 19, the brand with the highest frequency in Li Jiaqi's live broadcast room is naturally Huaxi Zi. Data show that from June to February, 2020, 40% of the sales of Huaxi Zi flagship store came from the live broadcast room in Li Jiaqi. It can be said that Huaxi Zi is a brand promoted by Li Jiaqi. Without Li Jiaqi, there would be no Huaxi Zi today.
Based on e-commerce
Meet the needs of young consumers with high cost performance.
As we all know, young consumers have become the main consumers of cosmetics, positioning themselves as "oriental beauty cosmetics" and placing customer orientation among the younger post-90s and post-90s people.
The Report on Fashion Consumption of Grass Generation after 1995 shows that it occupies a major position among online shoppers, with the largest proportion of people, the highest stickiness and the strongest channel preference. Therefore, unlike other brands' online and offline sales channels, China unifies the product sales channels online. From the beginning, with the help of a large e-commerce platform like Tmall, it was based on the geometric multiplication of traffic on the Internet.
For a traditional brand, it is impossible to achieve such a high growth with traditional methods and channels. Flowers have gained a firm foothold in the beauty industry with products containing China culture when the national tide rises. Coupled with proper brand marketing, a successful road to the rise of small brands in the post-e-commerce era is in front of us.
In terms of pricing, Huaxi Zi fully combines the consumption power of the target consumers and their own costs, and the price is relatively reasonable. The price of a single product is generally around 100, and the price of a few single products is higher than 200. For example, the flower-carved lipstick with advanced production technology and high value should be 129 yuan, and the multifunctional embossed makeup tray with complicated production technology should be 259, which is not cost-effective compared with other high-end brands.
abstract
In just three years, Hua has penetrated the ultimate "oriental aesthetics" into the whole industry in his own way, surpassing many brands and becoming a veritable domestic beauty dark horse, which is worthy of recognition. However, it should be noted that the people in the fashion makeup industry are young and changeable, and online celebrity brands are short-lived. How to build loyal users, establish the lasting competitiveness of brands, and become the backbone that can truly compete with international brands, China is undoubtedly facing a greater test.