Guo feng shui lang tattoo
In fact, only one person hasn't bought it, and 19 is all "yes"!
Recently, according to the "Domestic Beauty Insight Report" released by Tencent, in terms of market share, China cosmetics brands have occupied 56% of the domestic beauty market; Judging from consumers' purchasing intention, 42% consumers prefer to choose domestic beauty brands, and 90% consumers said they would buy domestic beauty products again in the future. Two or three years ago, China's beauty consumption market was dominated by imported cosmetics, and domestic cosmetics were labeled as "low-grade" and "cottage". Now it has occupied half of the country with lightning speed. In this short period of time, it is really amazing that the whole people are collectively possessed!
In addition, according to the head content media Xiaohongshu beauty industry data, in the first half of 2020, the content consumption of domestic brands on Xiaohongshu platform increased by 65.9% year-on-year. Judging from the trend of content consumption, domestic beauty cosmetics have risen rapidly in particular, with the growth rate of COLORKEY exceeding 85 times, and that of Girlcult and Marubi reaching 30 times and 40 times respectively. This data also proves the national obsession with domestic cosmetics.
At the same time, Taobao data shows that in the first half of 2020, the sales of skin care products in Tmall channel increased by 29% year-on-year, and the sales of cosmetics increased by 35% year-on-year. Among them, the growth rate of domestic functional skin care brands such as Winona, Yuze and Runbaiyan, as well as domestic cutting-edge cosmetics brands such as Hua and Xiao Odin is particularly prominent.
In the first half of 2020, under the severe winter, domestic cosmetics brands achieved contrarian growth, and the growth rate is still accelerating. What happened? Is the whole people drunk with ecstasy soup?
"Heroes don't ask the source" is our consumption view.
Generally speaking, "Yan value economy" is the main driving force to promote the development of the entire beauty market in recent years. The love of beauty has become a matter of course in everyone's mind.
Among domestic mainstream beauty consumers, first of all, the beauty consumption after 70 s and 80 s tends to be rational. They have come out of the blind pursuit of international brands and the misunderstanding of "expensive is good" and become a "mature and energetic" generation.
They pay attention to maintenance and grooming, and they also know their skin very well. In addition, the consumption upgrade has also given them strong purchasing power. Therefore, efficacy has become an important criterion for them to judge the quality of a beauty product. As long as the skin problem is improved and the effect is really visible, they can "regardless of the source" and continue to try to buy again.
As a new generation of consumer groups, the post-90 s and post-00 s also awakened their awareness of beauty. They believe that skin care and makeup is not only "continuing youth", but also "expressing yourself".
According to the statistics of Ali Research Institute, at the same time, the new generation's acceptance of domestic beauty brands is even higher than that of post-70s and post-80s. BCG's China Consumer Trend Report shows that in the field of skin care products from 20 16 to 20 15, the international brand preference of the previous generation (over 35 years old) decreased by 3%, and that of the new generation (15438-35 years old) decreased by1/kloc. Therefore, domestic cosmetics brands are easily favored in China consumer market because of their efficacy and differences!
Domestic products and international brands are born by the same mother.
Although the upstream raw material suppliers are still monopolized by overseas daily chemical raw material giants from the perspective of the overall cosmetics industry chain, China's cosmetics production enterprises are developed and the technology is very mature. This is mainly because the production cost of domestic labor force was low in the early days, and many large international ODM/OEM manufacturers set up factories in China earlier, so at this stage, cosmetics manufacturing has obvious advantages in technology, production capacity and business coverage.
Therefore, this provides a valuable prerequisite for domestic cosmetics brands of large groups to control costs and improve product quality by mastering core R&D and production lines independently. For example, Polaiya and Marubi are mainly independent manufacturers, and the self-production rate has reached over 90% at present, which enables brands to achieve transparent, clear and efficient management in the whole manufacturing process.
On the other hand, the existence of a large number of world-class outstanding cosmetics brand foundries has also provided convenience for some small and cutting-edge cosmetics brands in China to create high-quality products. Even an independent cosmetics brand without a strong group background can "stand on the shoulders of giants", enjoy the world-leading manufacturing technology and polish high-standard and high-quality cosmetics.
For example, Perfect Diary has cooperated with dozens of foundries, and the main foundries are big brands of the same model, so even though the average price of brand products is only 55 yuan, it does not lose big-name products in quality. At the same time, it is precisely because of advanced manufacturing technology that domestic cosmetics brands have more profit space.
The left hand explodes and the right hand accelerates.
Facing the urgent demand of cosmetics consumption, mature supply chain and diversified communication channels, the update iteration speed of beauty industry is fast. In the fierce market competition, how do new brands go to the market, especially independent and cutting-edge cosmetics brands, and how do they fight their way out?
After studying these domestic brands that are growing against the trend and rising rapidly, we will find a * * * channel, that is, entering the market from a small incision, creating "explosive models", accurately positioning products to match the target core population, and then cultivating brand identity and reducing direct competition with industry giants. At the same time, we have a deep insight into consumers' purchasing psychology, keen insight into market consumption trends, flexible and quick response, give play to local advantages, foster strengths and avoid weaknesses, and seize opportunities.
For example, COLORKEY, whose target groups are mainly street hipsters, tattoo artists, street dancers, skateboarders, designers and other young girls born after 1995. From the birth of 20 18 to becoming the first category of Tmall lip glaze, it only took more than a year for COLORKEY. 20 19 pairs 1 1 On the same day, COLORKEY sold 700,000 pieces of explosive air lip glaze, creating a performance of 27.8 million yuan and topping the Tmall lip glaze category.
Under the COVID-19 epidemic in 2020, the whole beauty market, especially lip products, was hit, but COLORKEY achieved a sales volume of100000/day during the epidemic. While catering to the consumer demand for "mask makeup" during the epidemic, COLORKEY responded quickly. During the period of June 1 8, COLORKEY's new small gold chopsticks eyebrow pencil was listed on the "Tmall List-Selected Eyebrow Pencil List" TOP 1, and sold more than 300,000 pieces per month, which is another explosive item after the air lip glaze.
In addition, there are Chinese characters, from the positioning of national style makeup, to the explosion of air honey powder, to the rapid response to the market during the epidemic, which are the best examples of occupying the market through this strategy.
In addition, similar operational logic can be seen from brands such as Perfect Diary, Little Odin, HPH and Banmuhuatian.
Born and raised in social networks.
Compared with other industries, the "marketing" of cosmetics industry plays a particularly important role in guiding consumers to make decisions. This is also the reason why major cosmetics groups spend a lot of marketing expenses all the year round.
For example, the marketing expense ratio of L 'Oré al Group is stable at around 30%, and that of Estee Lauder Group is also 25%-26%. Domestic cosmetics brands that focus on the domestic market and have a deep insight into the consumer market are even more familiar with it.
Therefore, under the background of decentralization of local media, domestic cosmetics brands have embarked on the road of "combined multidimensional marketing", and the marketing focus has shifted to social media platforms (WeChat, Weibo, Tik Tok, Xiaohongshu, bilibili, Aauto Quicker, Taobao Live, JD.COM Live, etc.).
Marketing tactics also tend to be diversified and digital: celebrity endorsement, celebrity joint name, variety title, film and television implantation; Planting grass, planting KOL and KOC short videos, live broadcasts and other e-commerce traffic dividends; Industry cross-border cooperation, brand joint cooperation and so on.
And those domestic cosmetics brands that break through quickly are undoubtedly the deep players of this strategy. For example, the perfect diary is called "brand soaked in social media". In the past two years, it has produced a lot of consumer-oriented content (including self-made and third-party production):10.4 million little red book notes, more than10.3 million Taobao live broadcasts, nearly 10,000 pieces of information flow advertising materials, and thousands of videos with goods on Tik Tok, Bi Li, and A Auto Fast. Moreover, these contents will be edited and integrated and distributed through all channels, and every social channel can be searched, with almost no dead ends.
As long as you are its target user, you can't have never seen it. Therefore, it is not unreasonable that domestic cosmetics brands promoted by this flexible, multidimensional and three-dimensional marketing method can reach consumers in a short time and rise rapidly.
The tide of the country is big, and the domestic products are the biggest.
In the past two years, with the continuous improvement of China's international status and comprehensive national strength, the people's national pride and cultural self-confidence have been continuously improved. From the trend point of view, the national tide and Chinese style are getting stronger and stronger. Compared with international brands' acclimatization to the use of China elements, domestic brands have found their own genetic advantages and business opportunities.
For example, China's traditional relief and micro-carving techniques are used in products such as lipstick and eye shadow, and even in the raw materials of cosmetics, the word "national style" has deeply penetrated into the brand culture, which is highly recognized by Chinese people. I handed in a satisfactory answer sheet. The annual sales of Huaxi Zi Tmall flagship store 19 reached1500 million.
In addition, under the impetus of this national trend, Mary Daijia's national wind matte lip glaze, Katyn Sauvignon Blanc nine-color eye shadow tray, Runbaiyan X Forbidden City joint gift box, Shen Yan Mei Dai cream, Xie Fuchun duck egg powder and other single products have good sales performance.