Every year's Double Eleven is always "some are happy and some are sad". Some brands have retreated from the C position of the stage to the margins, while some brands have suddenly become the center of attention. The Double Eleven battle report is more like a "barometer", showing

Every year's Double Eleven is always "some are happy and some are sad". Some brands have retreated from the C position of the stage to the margins, while some brands have suddenly become the center of attention. The Double Eleven battle report is more like a "barometer", showing the brand's value and strength at a glance. In recent years, new domestic brands have gradually emerged. Among them, the big-name cosmetics brands represented by Colorkey have been rising year by year. According to statistics from Tmall's backend business consultant, the sales of the brand's Tmall flagship store exceeded 100 million on the first day. Ace Air Lip Glaze and Little Gold Chopsticks Eyebrow Pencil continue to dominate the best-selling list, with year-on-year growth of 108% during the pre-order period. During Double Eleven, a total of 442,000+ pieces of lip gloss were sold, a total of 74,000+ pieces of eyebrow pencils were sold, and a total of 129,000+ pieces of the Pokémon joint series were sold.

The breakthrough of domestic cosmetics is, on the one hand, due to the current growth of the beauty consumer population and the trend of consumption upgrading, which has continued to expand the track of the cosmetics industry; on the other hand, it is because the strategy of domestic cosmetics is unconventional, and every Double Ten Most international brands will focus on classic hot-selling products, while domestic cosmetics adopt a "new product strategy." According to CBNData's "2021 Online New Product Consumption Trend Report", more than 30% of Tmall's market volume is driven by new products, and the average number of new products is The unit price is 1.3 times that of the overall market.

Combination of "New Products + IP Hot Products" to Encircle and Suppress Double Eleven

During Double Eleven, Colachi boldly launched a new makeup product - 24H high-coverage and long-lasting "Black Rubik's Cube" liquid foundation. As the key to the entire makeup, base makeup has always been valued by people in the makeup industry and consumers.

liquid foundation is the earliest base makeup product. Although the current market is becoming saturated, Colachi has still found an entry point to ensure high coverage and long-lasting makeup while also moisturizing and anti-oxidation. Nowadays, consumers demand for makeup. Increasingly, in the "2021 China Beauty Consumption Trends White Paper", "natural food cosmetics" have become a major trend. As consumers pay more attention to the safety of product ingredients, the use of different types of natural extracts has become a new trend. For Colachi's "Black Cube" liquid foundation, roses grown in the snow at an altitude of 1,700 meters in Dali, Yunnan are extracted and turned into rose hydrosol. These are edible dark red roses, and each bottle contains 1/6 bottle of rose hydrosol. Not only is it breathable and non-stuffy, it also lasts 24 hours without dulling, does not fade, and has strong oil control, solving makeup problems such as oil spots, floating powder, easy dullness, dryness and flaking.

Not only that, this time Kelaqi also invited Li Jiaqi to participate in debugging the formula. From the recent popularity of beauty classes across the Internet, we can know that Li Jiaqi’s professionalism in the field of beauty is obvious to all, and he has more experience in liquid foundation. In order to meet strict standards, through repeated debugging, the "Black Rubik's Cube" liquid foundation has been able to last 24 hours without fading. With his help this time, the quality of the liquid foundation will undoubtedly be improved to a higher level. At the same time, it also shows Kelaqi’s determination to open up the base makeup market, and there are more possibilities in the category.

If this new liquid foundation launched on Double Eleven is a bold attempt by Colachi, then launching the "Pokémon" co-branded model is a sure-fire way to win.

As we all know, Colachi has long been skilled in creating IP models. She has cooperated with classic IPs such as Mulan, Doraemon, and Hello Kitty. By combining IP attributes and brand style, she innovatively creates differentiated designs and leaves a lasting impression on users. Understand the memory points to create hot products.

This year’s Double Eleven Colachi co-branded Pokémon. Pokémon is the No. 1 IP in the world’s major film, television, animation and game categories. The product design draws inspiration from Pokémon’s passionate, high-burning, and adventurous story of upgrading and fighting monsters. In-depth combination of the image of the most popular Pokémon Pikachu, with cool black colliding with cute bright yellow, and with Pikachu's lightning elements, lip glaze, eyebrow pencil, liquid foundation, powder cake, and eye shadow palette are created Waiting for a series of new inductive makeup equipment. Among them, the eyeshadow palette is a new product launched for this joint brand. It has the iconic appearance of Poké Ball and Pikachu. After opening, each eyeshadow is embossed with Pokémon-related elements. It is full of cuteness and will impress Pokémon fans. , also touched the personality of the Colachi girl of Generation Z, causing a trend of "lightning makeup".

fully integrates online and offline traffic, detonating the volume

Under the product strategy, the explosion of sales is also inseparable from Kelaqi’s innovative and changeable marketing methods. If excellent product power drives sales, then powerful marketing will The volume exploded. In today's mobile Internet era, celebrities, as traffic secrets, have personally participated in brand marketing activities, product endorsements and even live broadcasts to maximize their influence on brands.

This year, Colachi has fully upgraded its spokesperson and invited top actress Dilraba to serve as the global brand spokesperson. After 618 teamed up to interpret the "full power" Hello Kitty co-branded model, this time they teamed up again to create a wave of electric cuteness. Wind, together with Pikachu, releases 100,000 volts of electricity, once again converting Di Lieba’s fans into brand fans.

At the same time, in order to dig deep into the offline traffic pool and achieve full online and offline coverage, this Double Eleven Kelaqi innovatively chose the most popular naked-eye 3D. Dilraba and Pokémon flashed in Chongqing, Naked-eye 3D large screens on Hanjiang Road in Shenzhen and Wuhan combine the spokesperson and IP in the way that Dilireba throws a Poke Ball, leaving a memory point. The super cool and eye-catching perspective attracts countless fans to watch and check in with Dilireba. Let’s immersively capture Pokémon series products together. The TVC of Li Jiaqi's "Black Rubik's Cube" liquid foundation is also very popular and is being launched on the big screens of Shanghai Paramount and Chengdu Taikoo Li.

Driven by the "appearance economy", new beauty brands are constantly emerging. If you want to capture users' minds faster, establish connections with consumers, and achieve rapid exit from the industry, you must adopt encirclement marketing. Fully penetrate consumers both online and offline.

Kelaqi landed on Hunan Satellite TV, exclusively named the Golden Eagle Theater, and hosted the music variety show "Time Concert", further enhancing its brand power with over 8.4 billion exposures and covering 400 million people. At the same time, Colachi has also landed in 1,500 theaters, breaking through the circle of theater crowds to the greatest extent and improving brand nationality.

Looking back on the development history of Kelaqi over the years, we can actually find that the password for their success is the three forces of "data power - product power - brand power". Based on insightful analysis of the industry, consumers, and big data, we create high-quality products that consumers in the new era are willing to use and share, and then build strong brand power step by step through the construction of brand concepts. We believe that the product quality belongs to Colachi The era of virtuous double circulation is coming soon.