Flower calligraphy set gift box slogan

At the recent Grand Canal Cultural Festival in Beijing, the intangible skills of domestic beauty brand Hua Jiang were integrated into beauty products, which attracted many media reports including CCTV news.

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 Hua Xizi ranks first in the list of domestic beauty products. * * * Consumers from 65,438+000+countries and regions bought Huaxizi cosmetic products, with a total transaction amount of 654,380.4 million pounds, an increase of 286% over last year.

What are China's distinctive marketing concepts from domestic cutting-edge brands to overseas popularity?

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 among 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 establishment. It has a strong national style attribute, is deeply rooted in "Chinese style" and "Oriental aesthetics", and is committed to manufacturing cosmetics suitable for China people, with strong brand characteristics.

In terms of brand image, the flowers are mainly in the color of powder and Dai, and the oriental aesthetic visual system design is adopted, which gives new vitality to traditional elements and stands out among many makeup products.

In terms of products, flowers focus on nourishing makeup and integrating with makeup. Different series of products have extracted flower essence or Chinese herbal medicine ingredients, and there are "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 Empress Dowager Cixi in beauty beauty. These short stories endow the products with antique charm and express different emotional tensions.

Compared with the thinking that Perfect Diary, COLORKEY and other brands value traffic and create explosive products, Huahua 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 high 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 the first outbreak of Hua Xizi.

While other brands are still waiting to see, Hua has chosen the new channel of live broadcast with its precise vision, and used the traffic bonus of the head anchor to realize 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 the rise to the participation of the whole people. While many brands are still waiting to see, Hua saw this trend and seized the opportunity and frequent cooperation.

After China entered the live broadcast room for the first time, its sales increased 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 10 to July 20 19, 1 18, China participated in 45 live broadcasts, and the broadcast rate of 1 and February exceeded 50%; In the same period, the perfect diary only entered 24 times.

In terms of sales, in 2020, "6 18", Huaxizi harvested more than1900,000 sales, surpassing the perfect diary in one fell swoop, ranking first in the Tmall beauty category;

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 channel and Li Jiaqi's business ability that the sales volume of Huaxizi soared in a short time.

However, when public domain traffic such as head online celebrity or star live broadcast room is broadcast live, it is difficult for brands to drain and form their own private domain traffic pool. Therefore, China decided to further cooperate and form a strong alliance to amplify the power of IP.

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 advertising of China's star product "Carved Lipstick", which was also the first show of advertising.

Two years ago, Hua began to prepare a series of "national impression" products, hoping to revive 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 given people a mysterious feeling. 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 in Miao life.

However, trapped in the depths of the mountains, it is difficult to inherit. 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 the ingenuity into the "Miao impression", Hua, together with the People's Daily new media "Non-General Intangible Heritage" column group 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, the "Miao Impression" series finally went on the market after two years of polishing, and once it was launched, it was covered with countless powders.

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 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 ability to carry goods 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 create content, products and values.

03

Fine operation

Multi-dimensional reach to 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. Post-promotion and user operation also need "surprise" and "Excellence".

Huaxizi has reached different circles through refined marketing methods, which has increased the influence of its brand.

At the Xitang Hanfu Culture Week at the end of this year 10, Hua participated as a designated makeup partner and set up a booth and event market. Even use a full range 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 Tik Tok, Aika Aauto Quicker and Mile Mile Mile to maximize the exposure and attract consumers in Hanfu circle.

In addition, a garden ceremony was set up with the topic # Meeting Hua Xizi in Xitang #. The Xitang garden scene and the video or graphic of Hua Xizi's booth were exposed on platforms such as Weibo, Bili Bili, Tik Tok, Aika Automobile and Xiaohong. The official number of Hua Xizi is @ Hua Xizi, and you will have the opportunity to get a garden ceremony.

With the influence of "Xitang Hanfu Culture Festival", Chinese Xizi not only gained a lot of exposure, but also gave the target customers the opportunity to try brand products on the spot, and the experience was full, which can be described as the strength of planting grass. At the same time, the brand's influence has been further expanded in Hanfu circle.

In addition to being integrated into Hanfu circle, 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 joined hands with the top national wind brand Gaia Legend to make a stunning appearance.

In this activity, Hua transformed the "Miao Impression" series of make-up into ornaments and incorporated them into Hanfu, and the honey powder cake turned into fashion accessories. In addition to the co-branded high-definition costumes and make-up, the "Luoshen Fu Co-branded Gift Box" jointly created by Hua and Gaia Legend also made its debut.

If a brand image wants to be full and deeply rooted in the hearts of the people, it cannot be achieved in a single dimension. It needs the superposition effect of more marketing scenes to enhance the brand's communication and penetration. What is commendable is that Hua has always maintained the initial intention of the brand and practiced the brand ideal of "Oriental Makeup" in a series of marketing actions.

04

label

It has only been four years since it came out, and it has led the new fashion of domestic cosmetics again and again. The combination of brand and marketing has made it complete the transformation from "0" to "1", and it has emerged on the world stage to show the beauty of the East.

The popularity of China overseas also confirms the road of the rise of domestic products-to be a brand with national characteristics and cultural connotations, to turn national style into a trend and to push it to the world stage.