Chinese beauty, go to sea to survive
2022-03-29
In the past two years, domestic cosmetics have piled up and gone to sea. Whether they establish overseas independent stations or settle in e-commerce platforms, they are essentially looking for new traffic. At the beginning of this year, an evaluation video from overseas beauty bloggers made huaxizi out of the circle quickly, driving the sales of "concentric lipstick" and so on. In terms of social media operation, in addition to KOL's hot products and settling in social platforms such as tiktok, youtube and instagram, huaxizi gradually accumulated a fan base and led many domestic players in the effect of rising fans. From March last year, huaxizi chose to take the lead in entering the Japanese market and continuously expand the brand positioning and popularity of Oriental makeup. At present, huaxizi has established an official independent brand station and settled in third-party e-commerce platforms such as Amazon and shopee. Taking shopee and Amazon as the main channels of cross-border operation, huaxizi's action is not early in the layout of going to sea. Previously, many domestic beauty brands such as perfect diary, zeesea Zise and Huazhi also adopted similar strategies. At present, it has become a general trend for domestic beauty brands to go to sea. The reason is that the combination of overseas social media and e-commerce is not high, which has the opportunity to promote the birth of new super brands and explosive products. It has more potential than the domestic market. The new flow resources and user dividends in the overseas market have attracted domestic beauty brands to go to sea one after another. In the Southeast Asian market, the penetration rate of e-commerce is gradually increasing, including shopee, lazada and other fast-growing cross-border e-commerce platforms, which can give more traffic support to brands. The domestic supply chain advantages and mature operation strategies also give the brand confidence to go to sea. Go to sea for a year and brush the screen by KOL When domestic beauty brands go to sea, it is a key step to get out of the circle with the help of social marketing. Since getting together and going overseas, huaxizi and many other domestic brands are looking forward to a higher traffic explosion point. In the operation of overseas social media, huaxizi has used instagram, twitter, tiktok and other overseas social media platforms. At present, the total number of fans has exceeded 1 million. Among them, huaxizi's instagram account has released 519 posts and 331000 fans. The number of fans has exceeded that of domestic microblog accounts. It can be seen that the rising effect of overseas operations is faster. Two months ago, an evaluation video of overseas beauty blogger J sister (jeffreystar) brought fire to huaxizi. As KOL, which has 16.1 million subscribers on youtube, the beauty evaluation released by sister J can usually reach a million times, and the series has not been updated for nearly a year. After the release of huaxizi's video, it was played 2.46 million times. Driven by social media marketing, KOL's own influence is highly related to its delivery capacity. If you can get the spontaneous recommendation of big stars, it is equivalent to earning a wave of free traffic. In the spontaneous evaluation of sister J, huaxizi's three products, high gloss, honey powder and concentric lock mouth red, have been highly praised by sister J. Sister J, who is set up by professional, strict and changeable people, has a relatively sharp style of evaluation content and has a great influence on communication. After the release of the video, fans began to place orders one after another while cheering, which also quickly boosted the sales of huaxizi. In 2021, "black five" huaxizi lipstick has become an "overseas hot money", which is sold out on the same day. In fact, the huaxizi evaluation shot by sister J is not the first relevant content released on YouTube. Before that, there were all kinds of content about huaxizi on youtube, but the playback volume was relatively flat and the evaluation was polarized. It was not until sister J's evaluation that she brought a wave of traffic exposure to huaxizi. Among all the videos about huaxizi on youtube, sister J posted the highest number of videos. Compared with other domestic beauty brands, such as perfect diary, colorkey, zeesea, etc., a wide range of KOL cooperation has also been invited. Some domestic beauty bloggers have also moved videos overseas, but the broadcast volume is far less than the influence of sister J's single video. When cooperating with KOL, huaxizi invited some beauty bloggers to try out products. Combined with the concept of "Oriental makeup", huaxizi made more bold innovations in creativity and makeup design, and recommended major products such as eye makeup, lips and highlights, so as to strengthen the recognition of the brand in the hearts of consumers. From March last year, huaxizi began to layout overseas and chose Japan as the first stop at sea. After entering Amazon in Japan, huaxizi's "concentric lock lipstick" soon ranked among the top three in the hourly lipstick sales list of Amazon in Japan. As huaxizi's star product, this product has its own selling points in appearance, uses traditional craft micro relief, and has Chinese style elements, which has been highly praised by many Japanese Twitter users. The price of the product is 6129 yen, which is higher than Chanel lipstick. At present, on Amazon's official website, concentric lipstick is still the single product with the highest sales volume of huaxizi, and some products of other powder pressing and color palette are out of stock. To social media brand account operation and platform launch to promote sales conversion. Domestic brands represented by huaxizi tend to take overseas independent stations and cross-border e-commerce platforms as the main sales channels. At present, huaxizi mainly focuses on independent stations and other third-party sales platforms overseas, facing more than 40 countries and regions such as North America, Japan and Western Europe. National makeup goes to sea, there is no winner Being good at social media marketing and copying it overseas is the strategy adopted by many domestic beauty brands in order to steadily expand the foreign market. Huaxizi's popularity with Oriental makeup is also related to the improvement of overseas consumers' acceptance of Chinese beauty products. Lipstick, eye shadow and blush are the most popular products in the sea beauty products. Under the grass planting of many overseas KOLs, reflecting Chinese elements and more novel domestic makeup in creativity and playing methods, it is fast and cost-effective, and is sought after by young overseas consumers. In terms of time, the cutting-edge beauty brands established since 2016, including perfect diary, huazhizhi, huaxizi, colorkey, etc., have generally chosen to go to sea in the past two years to enter the markets of the United States, Japan and Southeast Asia. The next sample is the diary of the West Flower. Unlike huaxizi, who entered the Japanese market at the first stop at sea, the perfect diary aims at Southeast Asian markets such as Singapore, Malaysia, the Philippines and Vietnam. From April 2020, it launched the overseas official website, then opened an independent station and settled in the cross-border e-commerce platform. In just one year, the perfect diary topped the sales volume of shopee cosmetics in Singapore and Vietnam in April 2021. In addition, the sales volume of shopee lip makeup in Malaysia and shopee loose powder in the Philippines reached the first. In terms of cross-border operation, the perfect diary continues the domestic route of creating explosive products and high cost performance. For example, the perfect diary has 126 products on the shelves in shopee's official store in Singapore. Among them, the joint suit of the perfect diary and Sanrio has the highest sales volume. 20000 pieces have been sold, and the daily price is between us $27.9 and US $102.53, which can be reduced by 71% at the promotion node. With the support of abundant traffic on the platform, the perfect diary promoted the birth of popular funds. With the coupon issuance mechanism of the platform, the 9 yuan 9 package has become the evergreen sales model. The monthly sales of these beauty products and tools as low as $10 have basically reached thousands. In lazada, another Southeast Asian cross-border e-commerce platform, perfect diary also opened an official flagship store. Similar to other platform promotion strategies, perfect diary uses big promotion nodes to encourage consumers to buy name card Lip Glaze, eye shadow plate, small thin lipstick and other explosive funds, giving 30% to 50% large discount. When products are sold overseas, the brand price is usually higher than that at home. Choose to follow the policies of shopee, lazada and other platforms. For example, perfect diary chooses to reduce the price to attract new users. Compared with the whole line promotion of perfect diary, huaxizi is basically stable at a higher price, and the overall discount is generally less than 20%, but there is a sacrifice in sales. Since 2021, "Chinese makeup" has become popular in Japan. These domestic beauty brands have once again followed the new outlet, including Huazhi and Zise, into more offline stores, while huaxizi has settled on Amazon's online layout in Japan. Among them, Matsumoto Kiyo, who has settled in Japan, is close to 2000 stores. The sales of eye makeup, mascara and other make-up online are hot. However, compared with using price and channel advantages to attract consumers, it is obviously more difficult for many domestic cosmetics to really export brand culture and stabilize the internationalization route. Compared with major international brands, the product power of domestic beauty brands is relatively weak. In OEM and ODM production mode, cosmetics tend to be fast rather than continuous to create high quality. According to the filing system of domestic non-special cosmetics of the State Food and drug administration, from February 2017 to now, the perfect diary has filed a total of 2474 products, equivalent to 500 new products every year. At present, huaxizi, which has invested heavily in research and development, has recorded a total of 796 products, which is less than the perfect diary. With the increasing homogenization of the domestic market, especially focusing on high cost performance, these beauty brands known as "big brand flat replacement" are easy to be abandoned as long as the freshness of users passes. In addition, the brand itself is difficult to move towards high-end, the investment in R & D cost is too low, and it is unable to build technical barriers, so it is gradually defeated in the market competition. Using a small number of popular models for drainage, large-scale KOL grass planting and content display, coupled with short-term marketing drive, has become the conventional path for brands to make popular models at sea. It is roughly copying the previous mature domestic playing methods to earn a new wave of dividends in the new consumer market. However, the sharp increase in marketing expenses in the process also has a significant squeeze on profit space. The perfect diary, which had suffered losses for three consecutive years and its market value had shrunk by more than 97%, has touched the ceiling and become a distinct case. For other domestic cosmetics trying to go to sea, we need to spend more time exploring the bottom product power and localization. (Xinhua News Agency)
Edit：Li Ling Responsible editor：Chen Jie
Source：36Kr
Special statement: if the pictures and texts reproduced or quoted on this site infringe your legitimate rights and interests, please contact this site, and this site will correct and delete them in time. For copyright issues and website cooperation, please contact through outlook new era email：lwxsd@liaowanghn.com
Sci-Tech
Recommended Reading Change it 
Home
