Research on Traditional Marketing Model of Beauty Products

The fire of "Sister Lang 3" on video websites and social media has brought endless female strength and growth core to more people. Brand marketing driven by "her strength" is also seeking a marketing road closer to women's needs, standing with more women, so that their growth and needs can be seen and their strength can be displayed. Not long ago, Crystal, who became popular again because of Sister Lang, took part in an out-of-circle activity named "Blooming China's Composition" with "Composition" as the core and "Blooming" as the slogan, which not only redefined content marketing, but also brought business closer to users in a brand-new way, aroused users' widest feelings and let users see the cohesion of growing power. With the real user ecology, fireworks-filled content genes and smooth transformation, Aauto Quicker has formed a perfect combination with the beauty brand matrix and authentic express service of JD.COM New Department Store. Comprehensive business upgrade In May this year, JD.COM completed the in-depth integration of goods and service capabilities of beauty, clothing, home, sports, luxury watches and other businesses, and upgraded the fashion home business to JD. COM new department store is fully rolled out, focusing on serving young consumers. On the eve of 6 18, the channel of JD. COM New Department Store was launched in JD.COM APP, and offline stores with stronger experience opened one after another. In JD's mind. COM new department store ",not only must have the full link of shopping, but also the complete combination of offline and online experience." Taking beauty cosmetics as an example, JD.COM New Department Store has attracted many international beauty brands such as Blue Ocean Mystery, Estee Lauder, Guerlain, Givenchy, Kiehl's, Shu Uemura, Shiseido (in no particular order), as well as a number of domestic emerging brands and small and medium-sized businesses in industrial belts. On the one hand, JD.COM New Department Store itself is deeply cultivating high-quality live broadcasts, and is also setting up its own professional beauty anchor team. As for the carrier of the live broadcast, Wang Tao, general manager of JD.COM Retail Beauty Division, explained: "The live broadcast of beauty in JD.COM plays a similar role as a shopping guide, just as there are many customers in offline shopping malls, and our anchor is like a BA (beauty consultant) at the counter to help users choose the cosmetics that suit them best and let them make a purchase decision faster." On the other hand, in addition to the live broadcast room, JD.COM Beauty is constantly expanding its consumption scenes. As we all know, the second quarter coincides with shopping nodes such as 520 Courtesy Season, JD.COM 618, and Qixi Courtesy Season. "The gift-giving scene is highly compatible with big-name beauty products. With the help of node marketing IP, the gift-giving mentality of big-name beauty cosmetics can be further strengthened, and the incremental space under the holiday gift-giving scene can be opened for the brand itself. " Wang Tao shared his knowledge with Wall Street. On the marketing node of Tanabata, it is one of the main categories of JD. COM new department store, beauty cosmetics is beginning to try all-round marketing services, and Aauto Quicker is its best partner. Two-way hand in hand "JD. COM Beauty has been paying attention to users' needs and new consumption trends. Insight into' ingredients' is to open a window to communicate with users. Wang Tao, general manager of Bloom's retail beauty division, mentioned the project planning of "Blooming China Ingredients" in cooperation with A Auto Fashion. The data shows that in the beauty category of new department stores in JD.COM this year, the efficacy skin care products represented by Winona, la roche-posay and Yang Ya have indeed grown strongly. The turnover of nearly 10 functional skin care brands increased by nearly 100% year-on-year, and the turnover of functional skin care products such as squalane cream, second-throw essence and Bose essence all increased by more than 100% year-on-year. Coincidentally, beauty users' attention to "ingredients" is also reflected in the content production and consumption of Aauto's faster platform. On the platform of Aauto Quicker, salicylic acid, amino acids, freeze-dried powder, hyaluronic acid, nicotinamide and other ingredients have accounted for 74% of the search volume of beauty content ingredients, and the word "ingredients", which was originally far away from users, is no longer strange, thus becoming a key window for beauty brands to meet women's new needs of finding, expressing and improving themselves. Based on the mutual understanding of the beauty industry, Aauto Quicker teamed up with JD.COM New Department Store to create a new field of content marketing with "ingredients" as the core for many beauty and skin care brands. Mao Haifeng, head of content commercialization of Aauto quicks magnetic engine, has brought "Aauto Quicker style" style to JD.COM New Department Store, which is an omni-channel, innovative and new fashion life collection. "In brand marketing, we will first give play to the real and fireworks content genes of Aauto Quicker, and bring the value link between brand and content; Secondly, it will also provide the brand with a marketing link integrating quality, efficiency and sales based on Aauto's faster live broadcast, short video and e-commerce. " At the beginning of this activity, Aauto Quicker teamed up with JD.COM New Department Store on the fashion Cosmo, and joined hands with the popular star Crystal to shoot fashion blockbusters and themed TVC, using star scene stories and high-quality marketing content to help skin care brands break the circle with ingredient advantages. The video playback volume exceeded 6.5438+0.5 million. Subsequently, weeding was carried out through star live broadcast+talent live broadcast. In the live broadcast, star Crystal and component expert Yan Yan appeared on the same stage, combining traffic with specialty, taking into account the demands of sound volume communication and rational consumption, and accelerating the transformation of brand sales. It is understood that the live broadcast related to the event also attracted tens of millions of people to watch. Not only that, the event also set up an aggregation page in the main venue of A Auto Fast for strong drainage, and launched the topic of "Blooming China Ingredients" to stimulate users to share beauty-related content. As of August 24th, the number of works on the topic of # Bloom Bar in China was110.9 million, and the broadcast volume reached10.40 billion. The popularity of JD.COM APP brand in Aauto Express Station has increased by 98.3%. Outside the station, the two sides enhanced the exposure and influence of the event in an all-round way by means of matrix media communication, multi-category resources delivery, and linkage of the JD.COM branch venue, so as to keep the event out of the circle and expand the radiation range of the "JD" brand concept. The new department store can always choose the favorite. " According to official data, the topic of "Blooming China's Composition" won two hot searches in Weibo, and occupied the Tik Tok 1 real-time hot word list. The media and self-media reports related to this event were nearly 100 times, and the exposure outside the station was as high as 1 billion+. "This project is a good expansion and attempt to gain insight into the new trend of beauty components, new trends, good grass planting, China aesthetic new blockbuster and other diversified marketing to create momentum for China component IP, open up the marketing context horizontally and operate in depth vertically." Wang Tao, general manager of JD.COM Retail Beauty Division, commented on this cooperation. The innovation of the "Trinity" IP communication marketing model is also concentrated in the data. On August 23rd, Aauto quickless released its financial report for the first quarter, showing that the total revenue of Aauto quickless online marketing service in the second quarter reached 1 10 billion yuan. Under the challenge of macro-environmental uncertainty, the online marketing sector still achieved a growth of 10.5%, and its market share further expanded. A auto faster disclosed in the financial report that the ability to "provide customized solutions for the diversified marketing needs of brands" and "combine brand advertisements with effect advertisements" has become the driving force for the growth of brand advertising business. As Mao Haifeng shared, "the real user ecology and the content genes with fireworks are the unique values of A Auto Fast." In fact, good content not only has a very positive activation effect on the fast-moving ecology of Aauto, but also provides a good carrier and receiving point for brand customers. This is why Aauto Quicker has become an important partner of JD.COM New Department Store in the field of live broadcast and short video. In the industry, 20 18 is called "the first year of commercialization" in a auto quickless, while 202 1 is called "the first year of brand marketing" in a auto quickless. After two years of exploration and repeated demand docking with different customers, Aauto Quicker finally defined its own brand marketing style by combining its own content ecological characteristics. "First of all, Aauto Quicker has the trinity carrier of live broadcast, short video and e-commerce, which is the ability to fully spread an IP and realize the marketing result of" product ","effect "and" sales ". That is to say, in Aauto Quicker, no matter what purpose advertisers come with, they can get the results they want. The project of "Blooming China Composition" in cooperation with Bloom's new department store is an example. A short video of talented Chinese stars planting grass to promote brands, with live broadcast and goods to realize the transformation of innovation and sales. At the same time, the topics in the station have also attracted attention and discussion to promote the production of related content. Business field with "people" as the core structure "The core of our ecology is talents, so this year we will emphasize the value of talents in the planning of marketing content and introduce more projects for talents to participate and shine." Mao Haifeng added. In the recently released "General Case of New Market Business Marketing", Aauto Quicker clearly put forward the core play of "X+ talents" in Aauto Quicker's ecological marketing, which once again pushed the effect of talents to a new height in marketing. Mao Haifeng believes that talent is a key role in connecting content, e-commerce, traffic, brands and IP, so they are the core connection point and the bridge between brands and users. For the mode of "X+ talents", Aauto's fast-moving has given sufficient creative space and perfect incentive mechanism to encourage the production of higher quality and higher dissemination content, thus creating the most solid cornerstone for Aauto's fast-moving and commercialization of the whole platform. The creative talents of Aauto quicks have established identity and emotional connection with other users of Aauto quicks platform, and this community culture is the indelible value of Aauto quicks, which is also the key for it to be closer to users than other platforms. Before the project of "Blooming China Ingredients" with Bloom's new department store, a auto faster had made achievements in beauty IP and the use of local talents in the station. At the beginning of this year, Aauto Quicker jointly launched a limited edition "Short Film of Female Characters in the Spring Festival" with shanghai jahwa's brands herborist, Yuze and Meijiajing, and reached a "touching" brand advertising sample starting from, Tiedou and Guo. Among them, Guo Xiaojing, as the inheritor of a new generation of Peking Opera, interprets the essence and charm of the national quintessence and perfectly integrates with herborist's mission of inheriting the oriental beauty of Taiji; The belief that "everything can be realized by strength" of Tiedou, an ice and snow elf who has become an extreme blogger from naked resignation, a public institution, is in harmony with Yuze, a professional scientific skin care brand with the same strength; Meijiajing's thought of awakening extraordinary beauty with "bulkiness" is reflected in Guo's "Ordinary Life", which shows the beauty of mutton. Through the specific interpretation of female power, Aauto Quicker not only enables users to have a deep understanding of shanghai jahwa's product characteristics, but also conveys the brand temperature and positive emotional value to every user. The same way continues to this day. Now, the female music anchor on the platform of Aauto Quicker is growing into a reality show-"Sounds like Summer Flowers", which interweaves live broadcast and short video to present in multiple dimensions, enhancing the interaction and substitution between users and anchors, improving the content quality and enhancing the appeal to brand owners. It is understood that "Taibang", the brand partner of this program, is a new platform dedicated to the daily consumption of young people, dedicated to serving the young people market in China, and promoting young people's consumption and entrepreneurship through industrial upgrading, product marketing innovation and minimalist experience. With the broadcast of the program, Bangba has aroused further concern and discussion among young people, and gradually the brand concept of "China Creation with Attitude" has been deeply rooted in people's hearts. According to people close to Aauto quickless, many brand advertisers have approached Aauto quickless to seek a marketing model based on anchor talent, thanks to the continuous spread of program volume and the improvement of event anchor influence. Under the same logic, it seems that it can be understood from the perspective of "people". Last year, Aauto Quicker spared no effort in entertainment, variety shows, short plays, sports and other content. One of its purposes is to introduce more projects, release the potential energy of talents and reserve energy for brand marketing. Finally, if the effect advertisement is a math problem, then the brand advertisement is a language problem, and there is no standard answer for the brand marketing model. The project of "Blooming China Ingredients" co-operated by Bloom New Department Store and A Auto Fashion is a solution of brand marketing mode and a new template of brand marketing in the beauty field. It is mentioned in this financial report of Aauto Quicker that based on the characteristic ecology of Aauto Quicker, the ability to "provide customized solutions for the diversified marketing needs of brands" and "combine brand advertisements with effect advertisements" may be the commercialization direction of Aauto Quicker in brand marketing in the future, and realize "products" and "effects" by using the trinity carrier of "short video", "live broadcast" and "e-commerce". In addition to "blooming China ingredients", Aauto Quicker is also actively joining hands with brands to keep the sparks blooming. * The above contents do not constitute investment advice, and do not represent the opinions of publishing platforms. Users should consider whether any opinions, viewpoints or conclusions in this article meet their specific investment objectives, financial situation or needs. The market is risky and investment needs to be cautious. Please make your own judgment and decision.