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国产美妆品牌是否培养了消费者足够的忠诚度?腾讯广告TMI腾讯营销洞察携手波士顿咨询联合发布的《2020 中国“社交零售”白皮书》指出：社交零售中，只有19%的消费者忠于品牌。并且博主中流行着这么一个词：“平替”，即贵价商品的平价代替。 But have domestic beauty brands cultivated enough loyalty among consumers? 2020 China " Social Retail " White Paper released by Tencent Marketing Insights and Boston Consulting jointly pointed out that in social retail, only 19% of consumers are loyal to the brand. And there is such a popular word among fashion bloggers: "Parity replacement", that is, parity replacement of expensive products.
李佳琦曾在直播中一半嘴涂国际大牌口红，另一半涂国产口红，显示质地、色号可完全代替，女孩们却依旧觉得自己缺一支Armani或YSL。品牌如L'OREAL PARIS、Estee Lauder，历史故事和品牌力都难以复制，国产美妆应建立其他优势应对。通过视觉创造的美，增加品牌附加价值，将继续是赢得竞争的重要一环。 Li Jiaqi once, in his live broadcast, smeared international lipsticks on half of his lips and domestic lipsticks on his other half, showing that the texture and color number can be completely replaced. However, there are still plenty of girls feeling that they lack/need an Armani or YSL. Brands such as Estee Lauder, L’Oréal, have historical stories and brand power which are difficult to copy. So domestic cosmetic brands should try to establish other advantages. The beauty created through vision will add more value to their brand and eventually be an important part of winning the competition.
从全球来看，欧美系、韩系、日系美妆有着明显的视觉趋向，并因此产生持续性的巨大经济效益，在过去代表着发达国家文化的审美取向，时尚和审美甚至可以说是一种文化上的权利。那么国产美妆，甚至推而广之以美为核心概念的国产品牌，能否形成一种中系“C-BEAUTY”? 中国是成熟的世界美妆产品代工厂，却长时间被迫忽略了中系视觉力量的塑造可能，以及当中可创造的经济附加，然而这种状况，在急速的发生着变化，因为市场，对美有了更高的需求。 Globally, European, Korean, Japanese cosmetic also gradually focus more on vision creativity on their brand, and therefore sustainably generate huge economic benefits. In the past the aesthetic and fashion standard of the developed countries could even be regarded as Cultural rights and cultural outputs. So, the question here is: Can domestic cosmetic products or brands create and popularize our own "C-BEAUTY "? China is a mature factory of cosmetic products in the world, and we for a long time has been ignoring the possibility of shaping the Chinese visual power and meanwhile losing the economic surplus it could’ve created. The United States has a higher demand. But now a great change is taking place in this market.
PERFECT DIARY完美日记星河眼影 要形成“C-BEAUTY” ，单靠品牌自身无法完成。在中国时尚领域，以海归派设计师、造型师、摄影师等为主的时尚从业者已让这种视觉感受初有雏形。他们同样拢聚在像MINTAKA这样的“混血”团队。这些意见领袖，在打造更符合市场需求的视觉体验的同时，未来也必将在有意无意中，让“C-BEAUTY”成型于混沌。这是一个中国站上世界舞台中心的时代，他必然要得体。 To create " C-BEAUTY ", the brands alone cannot make it. In the field of Chinese fashion, fashion practitioners mainly composed of returned designers, stylists, photographers, etc. have given this visual experience a preliminary shape. They love gathering together in a "mixed" team like MINTAKA. These leaders, while creating a visual experience that meets more with the needs of the market, will surely lead ‘C-BEAUTY’ to a bright future. 国际品牌如MAC便早早顺应本土市场，与中国创意团队，华裔艺术家合作。国内美妆品牌亦如此，当利用好创意人才，寻找出自身适用的本土玩法走在前头，才可继续逆势而为。 International brands such as MAC adapted to the local market long time ago. They chose to cooperate with Chinese creative teams and artists. So should our domestic brands. Make the best use of creative talents, find out what is best for them, and they can continue to forge ahead. This is an era in which China stands at the center of the world stage, and he must be decent.
PERFECT DIARY完美日记水光唇釉&MINTAKA |
