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完美日记背后从产品设计，到视觉营销的秘密武器 M I N T A K A 在很长一段时间里，中国美妆市场被如L'OREAL PARIS、LANCOME、Estee Lauder等国际品牌主导，但是这一切正发生着巨大的变化。 For a long time, the Chinese cosmetics market has been dominated by international brands such as L'OREAL PARIS、LANCOME and Estee Lauder. However, a great change is now taking place in this market.
2019天猫双11，交易金额疯狂上涨的24小时里，美妆个护领域以115.3% 成为了增速最快的品类。彩妆前十销售榜单中，国产品牌占据2席，包括年轻的完美日记和花西子。完美日记PERFECT DIARY是当天首个销售额破亿的美妆品牌，仅28分钟超出2018年双十一全天销售额，花西子亦一小时破亿。 In the 24 hours of the Tmall “Double 11 Festival” 2019 , the transaction amount rose sharply , and the beauty and personal care field became the fastest growing category with a 115.3% growth. In the top ten cosmetics sales list, there are 2 young Chinese brands which occupy 2 seats, Perfect Diary(完美日记) and Florasis (花西子) .
至2019年末，腾讯出品的《2019国货美妆洞察报告》显示，国产品牌的市场份额已占中国美妆市场 56%。国产美妆品牌的成功，到底做对了什么? PERFECT DIARY was the first beauty brand in “Double 11 Festival” whose sales reached 100 million CNY. Hanako also followed closely. At the end of 2019, Tencent's “2019 Domestic Beauty Brand Insight Report” showed that Chinese domestic brands accounted for 56% of the Chinese cosmetics market. What exactly are the key facts of the success for these brands? 新媒体的宠儿 The New Favorite in the New Media Age 李佳琦在2019年成为花西子首席推荐官。李佳琦利用直播介入，贯穿花西子从预售到双十一全过程。而2019正是直播带货的风口，内容营销格局发生巨变。这印证了一个事情：谁能抢占新渠道，即有可能成为新国货赢家。 Li Jiaqi, Chinese ‘Lipstick King’ (He raised more than 1 billion CNY in sales on Singles’ Day), became the CPO(Chief Promotion Officer) of Florasis. Li used live broadcast to go through the whole promotion process of Florasis from pre-sale phase to the end of the ‘double eleven festival’. That has become a very popular way worldwide --- internet personalities promoting products to their fans and followers via broadcast. And this confirms one thing: whoever takes the best advantages of the new media channel wins. 事实上，中国头部美妆品牌大多诞生于2016年国内内容电商风口期，他们是天生的线上电商品牌。完美日记、花西子、橘朵等都在此期间成立。他们快速进入新媒介，以低成本大量触及到用户，建立起品牌认知，在国际大牌缓慢反应期间占领市场，野蛮生长。 In fact, most of China's top beauty brands were born in 2016, and they are naturally ‘e-commercial’. Perfect Diary, Florasis, Orange Blossom and so on were established during this period. They quickly adapted to the new media, reached a large number of users at low cost, established brand recognition, occupied the market during the slow response of international big names, and grew wildly.
PERFECT DIARY完美日记
花西子
COLORKEY珂拉琪 完美日记是抢占先机的标杆。于2019年9月获得由高瓴资本领投、红杉中国华人文化跟投的完美日记，估值达到10亿美元。这并不是完美日记第一次获得投资，充足的资本背景让它得以在新渠道大势扩张。 Perfect Diary is the one of the early movers who perfectly grabbed the favorable business opportunities. In September 2019, the company completed a round of financing led by Gaoling Capital and Hongshan China with the cast. After that, the company was valued around 1 billion US Dollars. But it was not the first time Perfect Diary obtained investment. In fact, sufficient capital is the reason why this company could grow so aggressively in the new media channel. 2018年起，完美日记在小红书上开始投放明星、头部及腰部KOL、素人笔记。截至2019年底，小红书上共有14万篇笔记，官方粉丝175万，远超其他国产美妆品牌。有了经验后，相同的方式被复制到抖音，让完美日记在短视频领域获得优势。 Since 2018, Perfect Diary has been advertising on a popular application called Xiaohongshu(a social media and e-commerce platform). And apparently the effort has been paying off. Perfect Diary now has more than 1,750,000 followers and 140,000 notes on this app, which is nearly impossible for other opponents to catch up. After this first success, they used the same strategy on TikTok, giving the brand an advantage in video-sharing social networking platform. |
