Of the 26 domestic beauty brands I have observed, 25 have all gone into the sea (part two)

In the last issue, we talked about the Perfect Diary and Flowers, which are familiar to everyone. So in this issue, we will talk about Kating, Zise ZEESEA, Osini, China ancient brand Marie Daijia, which are not familiar to everyone.

Readers who don't pay much attention to the beauty industry may not be familiar with these brands, especially the first three brands (companies), but in fact they not only have a certain popularity in China, but also have organized and planned expansion overseas.

Before officially starting to understand these four brands, let's briefly talk about the sales channels and marketing methods currently selected for beauty products.

There are thousands of sales and marketing channels in Qian Qian, and the one that suits you is the best.

There are four channels for beauty brands to go to sea:

1, Shopee, Lazada, AliExpress, Amazon and other e-commerce platforms mainly rely on platform traffic and cooperate with platform activities to complete brand building and product sales.

2. Build an independent overseas station, cooperate with email marketing, Facebook and other off-site drainage, establish brand awareness and establish your own traffic pool.

3. With the establishment and development of Tik Tok stores and face bookstores, some brands began to choose to settle in stores, relying on the huge user base of social media itself to find target customers.

4. In addition, some brands will enter the local e-commerce shopping website or beauty vertical website in the target market. Perhaps the customer base will not be very large, but the advantage lies in its high stickiness and strong pertinence.

And the marketing methods are more diversified:

1, put advertisements in the station on the e-commerce platform;

2. Advertise in advertising channels such as Google and Facebook;

3. Brand promotion on emerging social media platforms such as Tik Tok and "Overseas Little Red Book" is actually similar to that on Facebook, except that consumers' participation and circulation may be higher. There is also the promotion on Pinterest, which is also a channel that many overseas brands easily ignore, but in fact, there are a lot of beauty content on Pinterest, and many users in North America, Latin America and Western Europe have the habit of searching for makeup on Pinterest.

4. Advertise well-known local buildings in the target market, such as Shibuya and Nasdaq in Japan.

Don't think it sounds strange to put advertisements in local TV stations and newspapers. Previously, entrepreneurs from overseas reported that the effect of TV advertisements in Taiwan Province province of China was sometimes unexpectedly good, and many Indian users still kept the habit of reading newspapers and TV.

6. Cooperate with KOL of Instagram and YouTube to record product introduction or experience video;

7. Cooperate with overseas stars and deeply bind the stars suitable for their own brand positioning.

8. E-commerce live broadcast is still in a relatively primary stage, and there is still a certain gap between the conversion rate and the domestic level. You can continue to observe and choose the right time to enter.

9. You can also send your products to some evaluation editors or evaluation websites. They are still willing to try, and it is free. ...

10. Participate in an international beauty exhibition like Cosmoprof.

1 1. In addition, I personally think it may be a good opportunity to cooperate with overseas beauty blind boxes. If you want to know about the beauty blind box, you can read the author's previous article "Is overseas a universal blind box?" Global magic blind box inventory "

Then let's continue to talk along the first half. Cecil, Katyn, Osini and Mary Daiga went to sea. Among them, Katyn, Osini and Mary Daijia can basically fall into the category of OEM making their own brands, while their beauty continues the brand style with obvious marketing genes that we said yesterday.

Cardin, indifference, re-inject into the sea

Kating has two differences: 1, which is different from most China beauty brands in the market for less than 5 years. Katyn was born in 2007, 14; 2. Unlike many domestic brands, which mostly look for products produced by Cosme Shi Mei, Chuangyuan and other foundries, Kating's parent company, Guangzhou Kaluolai, has been providing OEM and ODM OEM services for overseas brands since its establishment, and is also an important supplier of cosmetic raw materials. This is another representative route for domestic beauty brands to go to sea.

At present, domestic beauty cosmetics can be basically divided into two forces: a new force with short establishment time and obvious marketing genes, represented by Perfect Diary and Flower, and an old money, represented by Katyn and Mary Daijia, whose ToC brand is hatched by foundries or suppliers themselves.

At present, only Katyn is Carole's self-developed beauty brand, and its brand style is as shown in the above picture, which has a very obvious national style. However, Katyn didn't find her own style at first. The author "archaeology" her lipstick from 20 14-20 17, and the painting style is like this. ......

Although it is impossible to find out which brand is the OEM on the Internet, from the early product painting style, the author suspects that there may be Japanese and Korean brands such as Dexian, Xiaoma and Kissme.

20/kloc-in may, 2008, eye shadow began to have a national flavor, honey powder began to weather in July, and lipstick also had a national flavor in August. So far, the outer packaging of Cardin's main products has basically been replaced by national wind elements. Later, it cooperated with IP such as the Summer Palace and Qingpingle to launch antique joint models. Finding the right brand positioning and brand appearance is very important for every brand, and brand positioning cannot be achieved in one step in many cases. It is also a good method to constantly adjust according to the market and social environment until you find the one that really suits you.

And 20 18 can also be said to be the hottest year for the revival of the national wind. As for the reason, it may be related to the popularity of The Story of Yan Xi Palace. 20 18, many Chinese beauty brands have emerged. Even the Forbidden City and Run Baiyan jointly launched the Forbidden City lipstick series, but by 202 1, these brands seemed to be out of sight, which was related to the poor quality of these brands. False slip, unsmooth paste, easy to remove makeup and other sounds are endless, naturally cutting off the road ahead.

Katyn's survival and continuous development are closely related to her experienced foundry, and also to the development of Mary Daijia and O 'Ernie. According to the author's understanding, these foundries will come up with a "huge sum" to purchase new machines every year or every cycle.

The competition in the domestic market is becoming increasingly fierce, and the procurement cost is gradually rising. Kating is also targeting overseas markets.

E-commerce platform, independent station, everything Katyn does is serious.

According to the data on Cardin Alibaba's homepage, Cardin's products have covered seven countries and regions including Canada, Mexico, Southeast Asia, Japan, Russia, the Middle East and Europe.

According to the author's incomplete statistics, the channels for going to sea include Amazon, AliExpress, Shopee, Taobao Overseas and official website. Besides, Katyn is willing to spend money on advertising. Whether it's Amazon's in-station advertisement or Google's official website advertisement, users can basically pop up Katyn's products by searching for keywords such as "Katyn, China Beauty, and other beauty products that go out to sea".

Let's focus on Katyn's overseas official website.

First of all, obviously, the first thing I saw when I opened official website was a non-Asian face. Although it is impossible to judge its specific race, it is certain that this is a non-Chinese face model.

Through observation, the published content is not very different from other products, basically product drawings, but the difference is that the pictures uploaded by Zise are very high-definition, and they all have very comfortable color matching and composition, which is simply beautiful.

3. Stand independently and do it seriously and beautifully. It is also worth noting that the first item in Zise official website's first-class menu is brand co-branding, which is a clever way to make use of the influence of co-branding IP when your brand awareness is not enough. According to incomplete statistics, there are at least five IPs jointly signed by Zise, namely Queen of Egypt, Alice, British Museum, Picasso and Forbidden City, and each of them is a world-famous IP.

In addition, like Perfect Diary and Katyn Overseas official website, ZEESEA also supports the choice of language and currency, and the classification method is clear and easy to understand, but the difference is that Zise adds a "must buy" option, which sounds quite exploratory.

Most importantly, Zise seems to have launched a set of products specifically for overseas, which is the above-mentioned joint model of the Forbidden City. The appearance of the product is decorated with dragons and phoenixes, which also conforms to the initial cognition of most foreign consumers on China culture. At present, the product has been put on shelves in official website, Amazon, Shopee and other channels, but it has not been sold in China market. I don't know if it is dedicated overseas or there is a time difference.

In any case, it is still worth learning from the practice of not directly copying domestic products or even launching a set of products exclusively overseas, but for most domestic beauty brands that have set foot in the domestic market, the high cost of adapting to local conditions may be another obstacle.

In the last two articles, * * * counted six of the 25 brands that went to sea. An intuitive feeling is that some domestic beauty brands have really made great efforts to go to sea, and the degree of globalization and localization of going to sea has been significantly improved compared with previous years.