As a make-up brand focusing on "Oriental Aesthetics", Hua has been exploring the integration of national culture and commerce, and through products, it has brought intangible culture in the depths of history into the public's field of vision. In addition to entering CCTV, it also lit up the fashion giant screens in new york, Japan and Thailand, and made its mark on the international stage.
With the blessing of high exposure, Hua also achieved good results in the double 1 1 festival. The sales of Tmall flagship store reached 500 million yuan, ranking second in the overall category of Tmall beauty, which was 259% of the same period last year.
What's more worth mentioning is that Huaxi Zi ranks first in the list of domestic beauty products. * * * Consumers from 100+ countries and regions bought Huaxizi cosmetic products, with a total turnover of140,000, an increase of 286% over last year.
What are the distinctive marketing ideas of Hua from a new brand in China to being popular overseas?
0 1
Differentiated orientation with "Oriental Aesthetics"
Establish brand competition barriers
Looking at the beauty market a few years ago, most China consumers are keen on chasing international big-name beauty products.
Later, with the rise of "national tide", new domestic brands such as Perfect Diary, Mary Daijia and COLORKEY came into being. However, due to the serious homogenization of products, it is difficult for new consumers to distinguish the differences between brands.
And put forward "oriental makeup, with flowers to raise makeup." As a brand positioning, Hua has been continuously excavating the aesthetic elements in China culture since its inception, with strong national style attributes, deeply rooted in "Chinese style" and "Oriental aesthetics", and devoted to creating cosmetics suitable for China people, with strong brand characteristics.
In terms of brand image, flowers are dominated by pink and black, and the oriental aesthetic vision system is adopted, which endows traditional elements with new vitality and makes them stand out among many make-up products.
In terms of products, flowers are mainly used to raise makeup, which is integrated with makeup. Different series of products have extracted flower essence or Chinese herbal ingredients, including "China traditional short stories".
For example, behind the four-color eye shadow stands the ancient oriental city of "one city and one scene"; Yurong Air Cushion copied the secret recipe of beauty care of Empress Dowager Cixi. These short stories endow the products with antique charm and express different emotional tensions.
Compared with the thinking that brands such as Perfect Diary and COLORKEY value traffic and create explosive products, Hua pays more attention to "brand building", interprets the beauty of the East from the aspects of brand image, product and content communication, occupies consumers' minds with high communication and recognition, and builds competitive barriers for its brands.
02
Aim at the live air outlet
Deep binding with Li Jiaqi personal IP.
From 20 19 to now, live broadcast has gradually become the most popular sales channel and marketing position. The dividend period of e-commerce live broadcast also made Huaxi Zi break out for the first time.
While other brands were still waiting to see, Hua chose the new channel of live broadcast with accurate eyes, which occupied the traffic dividend of the head anchor, and later realized value creation through deep binding with.
1. Seize the traffic bonus of the head anchor at the initial stage of cooperation.
Live broadcast with goods is the general trend, and it took less than 1 year from its rise to national participation. While many brands are still waiting to see, Hua saw this trend and seized the opportunity and cooperated frequently.
After China entered the live broadcast room for the first time, sales soared rapidly, and air powder became China's first star product. Through the success of this live broadcast test, the marketing game between China and long-term cooperation has been strengthened.
The data shows that in the live broadcast of 1 0-July 20 19 and 1 18, China participated in 45 shows, and the broadcast rate of1and February exceeded 50%. In the same period, the perfect diary was only entered 24 times.
In terms of sales, in 2020, "6 18", Huaxi Zi harvested more than1900,000 sales, surpassing the perfect diary in one fell swoop and ranking first in the category of Tmall cosmetics;
In the first wave of double 1 1 pre-sale, Hua monopolized four pits in the live broadcast room, and the final sales reached 500 million yuan, ranking second in the overall category of Tmall beauty cosmetics, accounting for 259% in the same period last year.
It is with the help of the live broadcast outlet and Li Jiaqi's commercial ability that the sales of Huaxi Zi soared in a short time.
However, it is difficult to drain the brand and form its own private domain traffic pool by live broadcast of public domain traffic such as online celebrity or star live broadcast room. As a result, China decided to further cooperate and form a strong alliance to amplify the power of intellectual property rights.
2. Cooperation and upgrade: create value with recommenders and realize product empowerment.
Last September, Hua gave a new identity-the chief recommender of the brand.
After becoming the chief recommendation officer of the brand, he participated in the advertisement of China's star product "Carved Lipstick", which was also the first show of the advertisement.
Two years ago, Hua began to prepare a series of "national impression" products, hoping to revitalize the endangered national crafts by excavating rich and colorful national cultures. Li Jiaqi joined the project as the main sponsor.
The first stop of the cooperation project is the Miao nationality in China. As an ancient nation, Miao nationality has always been a mystery. Miao silver jewelry has always been an important first jewelry and wedding supplies in Miao areas. It is not only a symbol of wealth, but also runs through every important node of Miao life.
But because it is trapped in the deep mountains, it is difficult to pass on. As one of the important traditional crafts of Miao nationality, the forging skill of Miao silver ornaments has been listed as one of the national intangible cultural heritages, and it is gradually facing the risk of being lost.
Therefore, Hua hopes to inherit the intangible culture and present the beauty of Miao handicrafts to the public through the "Miao Impression" series of products.
In order to truly integrate his ingenuity into the "Miao impression", Hua, together with the column group of People's Daily's new media "Non-General Intangible Heritage" and intangible heritage explorers, went into Guizhou Silversmith Village to visit Miao silversmiths and explore the unique value and charm of forging skills.
Empowering products with traditional skills, Miao Impression series finally went on the market after two years of polishing, and once it was launched, it received rave reviews.
The Miao Xiu and batik elements on the gift box and the Miao Yin carving technology on the powder box have the charm of oriental aesthetics, both in internal artistry and external design, and also bring people personalized consumption experience.
The deep cooperation between China and China has become a typical demonstration of brand KOL marketing. In addition to the freight capacity and IP strength, China's unremitting polishing of products is also the key to the success of cooperation.
Through this cooperation, we will jointly design and develop with HUA * *, and truly realize the creation of content, products and value.
03
Refined operation
Multi-dimensional touch on the consumer circle
In this era of upgrading consumption power, the iteration of brand renewal has also begun to accelerate. In order to get a longer product cycle, making the product itself is the first step. Later promotion and user operation also need "surprise" and "refinement".
Huaxi Zi reached out to different circles through refined marketing methods, which increased the brand's influence.
At the Xitang Hanfu Culture Week, which ended on 10 this year, Hua was designated as a makeup partner, and a booth and event market were set up. Even use a full line of cosmetics to help fashion designers reproduce all kinds of oriental beauty on eyebrows and lips.
At the same time, it will be broadcast live on multiple platforms such as Tik Tok, Aauto Quicker, and Bi Li to maximize exposure and attract consumers in Hanfu circle.
In addition, a garden ceremony was set up with the title of # Meet Xitang Huaxi Zi #. You will have the opportunity to receive the garden ceremony by exposing the Xitang garden scene and the video or graphic of Huaxi Zi booth on any platforms such as Weibo, Bili Bili, Tik Tok, Aauto Quicker and Xiaohong. The official number of Huaxi Zi is @ Huaxi Zi.
With the influence of "Xitang Hanfu Culture Festival", Hua not only gained a lot of exposure, but also gave the target customers the opportunity to try brand products on the spot, which was full of experience and could be described as the strength of planting grass. At the same time, the influence of the brand is further expanded in the circle of Hanfu.
Besides embracing the circle of Hanfu, Hua also pushed the traditional beauty of China to the international fashion world.
At the just-concluded opening ceremony of China International Fashion Week 20021Spring/Summer series, Hua made a stunning appearance with Gaia Legend, a top national brand.
In this activity, Hua transformed the "Miao Impression" series of makeup into jewelry and blended it into Hanfu, and the honey cake turned into a fashion accessory. In addition to co-branded high-definition costumes and makeup, the "Luo Shenfu Co-branded Gift Box" jointly created by Hua and Gaia Legend also made its debut.
It is impossible for a brand image to be full and deeply rooted in the hearts of the people in a single dimension. More overlapping effects of marketing scenarios are needed to enhance the brand's communication and penetration. What is valuable is that in a series of marketing actions, Hua has always maintained the initial intention of the brand and practiced the brand ideal of "Oriental Makeup".
04
label
It has only been four years since it came out, and it has taken time and time to lead the new fashion of domestic cosmetics. The combination of brand and marketing has made it complete the transformation from "0" to "1", and it has emerged on the world stage, showing the beauty of the East.
The popularity of China overseas also confirms a road to the rise of domestic products-to be a brand with national characteristics and cultural connotations, to turn the national style into a trend and to push it to the world stage.