In recent years, the promotion of new consumer groups and social media has led to the emergence of new consumer brands, and the beauty field is particularly favored by capital. The domestic beauty industry has officially ushered in a period of rapid development, and beauty leaders in new consumer brands have begun to emerge in the industry. Colorkey is one of the most representative local makeup brands.
As a cosmetics brand that grew rapidly in the later stage of Internet traffic dividends and established a brand image in depth, looking at the breakthrough of Colachi, it can be said that it has opened up a new imagination space for Chinese cosmetics brands.
1
Breaking the circle of new consumer brands
Since the establishment of the brand, Colachi has used the brand proposition of "Dare to be different". In the past three years, Colachi has collaborated with many popular idol stars to endorse the brand, and used many phenomenal singles The product has been successfully added to the consumption list of the new generation of female consumers.
is entering its 13th year on Double Eleven. Whether it is the overall market popularity or the degree of brand involution, it places great demands on the comprehensive brand strength of all brands. But Kelaqi still delivered outstanding results during Double Eleven this year. The sales of the brand's Tmall flagship store exceeded 100 million on the first day of pre-emption. Ace Air Lip Glaze and Xiaojin Chopsticks Eyebrow Pencil continued to dominate the best-selling list, with a year-on-year increase of 108% during the pre-emption period. A total of 1.27 million+ pieces of lip glaze and eyebrow pencil were sold. A total of 460,000+ pieces have been sold, and a total of 1.09 million+ pieces of the Pokémon joint series have been sold. (Data source: Tmall backend business consultant)
entered the cosmetics market with lip glaze, and gradually formed a popular reputation in the cosmetics field, thus driving the entire brand's sales in the cosmetics field to rise rapidly, and even promoted domestic cosmetics to some extent. upgrade.
2
From a super hot product to a phenomenal national brand
In the new consumer field, new hot items and new phenomenal popular brands are constantly emerging. One after another hot items and popular brands driven by capital always follow. The market popularity has gradually weakened due to the iteration of market enthusiasm, but Kelaqi has always been favored by the market and capital.
In the past October, Kelaqi reached an unprecedented cooperation with Li Jiaqi to build momentum for Double Eleven. It was officially announced that Li Jiaqi would shoot a TVC for the "Black Rubik's Cube" liquid foundation. You must know that Li Jiaqi, a leading beauty celebrity who was selected into Time magazine's latest global "Next Generation Top 100 Influential People List", represents more than just an advertising effect in the rapidly changing market environment.
In the field of beauty, especially for the selection of domestic products, Li Jiaqi has extremely strict selection standards. Li Jiaqi has tried 100,000 beauty products. This record has not been broken yet. In addition, Li Jiaqi's team is the first to do so. The quality inspection team is composed of professionals, who are extremely demanding every time they select products. Only through careful selection can cooperation be achieved. This seems to explain that every time Li Jiaqi appears on the scene, he represents the high standards of domestic products.
In an exclusive interview with Li Jiaqi by "Cosmetic Finance Online" earlier this year, Li Jiaqi said that the significance of his own empowerment is to first help the brand optimize products based on live broadcast big data and Li Jiaqi's personal experience. After the finished product is released, , launched through Li Jiaqi's live broadcast room for consumer testing, and consumer feedback can once again feed Li Jiaqi and the brand to adjust product direction, forming a closed loop from "supply chain-sales-feedback".
And this year, Colachi’s “Black Rubik’s Cube” liquid foundation, co-created with Li Jiaqi, has become another domestic phenomenon-level hit. It also seems to further confirm that Li Jiaqi and Colachi are heading towards product and brand leaps together.
In 2019, when the brand was founded, Colachi, who dared to break through, subverted the traditional lipstick track, focused on the lip glaze segment, and opened up the young market with products that conform to market trends. Later in 2020, Colachi, who had successfully established a foothold in the beauty field, saw the potential of the eyebrow market, broke through the traditional round pen body, and created a classic square tube. This phenomenon-level popular eyebrow pencil was born again. While successfully expanding the brand's market scope, the brand's products have also been recognized by sophisticated mothers.
The time has come in 2021, and the birth of Colachi's "Black Rubik's Cube" liquid foundation has once again confirmed the brand's precise focus of insight and the brand's determination to persist in becoming a new consumer brand. Colachi, who has already established a foothold in the lip and eyebrow markets, is challenging the liquid foundation market this time. The target audience is white-collar workers under the new consumption upgrade. The product is packaged in glass, combined with the characteristics of efficient makeup retention and 1/6 bottle of rose. Added with hydrosol, the "Black Cube" liquid foundation micron-grade fine powder provides 24-hour high coverage and long-lasting makeup. It is delicate and high-coverage and can moisturize without drying out. It perfectly meets the consumption upgrade needs of new consumer groups and the pursuit of hot products.
From the lips to covering the entire face, Kelaqi spent three years in the segmented product fields using each effective product step by step from research and development to supply chain upgrades. While covering the market, it also completed The upgrade of the brand and the successful break as a new consumer brand.
3
Multi-level marketing has a good offensive and defensive approach
As a domestic cosmetics brand founded after the outbreak of online traffic, it has been difficult for Colachi to get more dividends online, but Colachi still relies on one popular joint name to form a brand The miracle of network-wide sales growth is also an important fundamental that distinguishes Colachi from other new consumer brands that have become popular in recent years.
Since the establishment of the brand, Kelaqi has always emphasized a deep understanding of the consumer psychology and consumption preferences of the new generation of consumers. Focusing on the brand attitude of "dare to be different", it has upgraded and broken through step by step, starting from lips, eyes, and face. With the further precise focus, in the context of the upgrading of domestic products, we have repeatedly launched hot-selling co-brands and created all-round content marketing with international classic IPs.
Since this year, Colaqui has become the first Chinese beauty brand to cooperate with Disney’s Mulan IP, and has collaborated with the trendy fashion brand Tokidoki to create a new “sweet and cool” trend, which further demonstrates Colachi’s courage to explore and innovate. brand spirit. In addition, the successful co-branding of Colachi’s Doraemon co-branded series and Hello Kitty and other major IPs that represent Millennials’ childhood memories all reflect the brand’s advantages in market traffic and consumer insights. On the first Tmall Super Brand Day, fans jointly created a benchmark event to create a limited series of product gift boxes for the third anniversary, helping Colachi to upgrade from a super hot product to a "super brand".
For Colachi, who has successfully mastered the consumption secrets of the new generation of beauty consumer groups, in addition to IP helping the brand break through, traffic endorsement has also become the key to brand upgrade. When the outside world has been denouncing the over-marketing of domestic brands, Kelachi once again gave a clear reply: the logic of endorsement marketing is also a rule that every domestic brand must abide by when facing the market. Three years after
was established, Kelaqi has joined hands with popular idol stars such as Liu Boxin, Bi Wenjun, and Wang Ziyi to become brand spokespersons. Not long ago, Kelaqi even landed on Hunan Satellite TV with the brand's global spokesperson Dilraba. The brand's exclusive sponsorship of the Golden Eagle Solo Theater and the Ding Ding Yin Variety Time Concert exceeded 8.4 billion exposures and the brand's circle-breaking marketing covered 400 million people. With the help of spokespersons, the brand's "dare to be different" attitude was strengthened and the brand power was further enhanced.
During this year’s Double Eleven, Colachi still adhered to the brand’s core values of “daring to be different” and staying true to the nature of the IP. It co-branded Pokémon to launch limited combination products, using popular IP and product matrix to form a network-wide marketing reputation. Pokémon is a national-level IP, and Kelachi has also made product upgrades based on a deep combination of the cartoon image of Pokémon "Cute King" Pikachu and the consumer psychology of the audience. The warm-colored eyeshadow palette not only fits the co-branding, but also proves once again that Colachi's journey in the field of makeup is not limited to lips.
At the same time, the brand has further strengthened the traffic attributes of spokespersons. In Wuhan, Shenzhen, and Chongqing, Colaqui teamed up with limited products and brand global spokesperson Dilireba to appear on a naked-eye 3D large screen in the center of the city. The output traffic not only detonates online and offline traffic, but also accelerates the upgrade of brand charm and brand quality.
In order to form a sustained traffic linkage effect, Colachi has now landed in 1,500 theaters across the country. Through the theater crowd to break the circle, it has been upgraded from a hot-selling domestic product to a national brand representative on a large scale, forming a real breakthrough and landing of the domestic brand. More domestic brands provide new imagination space.
4
continues to create new surprises
With the blessing of hot-selling single products, Colaqui has firmly established its own moat in the field of beauty.
"With the strength and confidence of China's economy and culture, people will definitely move up from the bottom level. Many foreign countries have also come this way step by step." Jackson, co-founder of Kelaqi brand, believes that the brand's counterattack The secret should come from the strategic layout of Meishang Co., Ltd.’s “entering the market step by step” and the precise brand positioning of Colaqui as a “color expert”.
So, seizing the pain points of traditional lip glazes of "too dry matte + insufficient color development", Colachi used the strong supply chain accumulated over many years to develop a lip gloss that is silky smooth and has high color development without adding any burden to the lips. The new product "Air Lip Glaze" - making the lip glaze have two contradictory qualities of matte and moisturizing at the same time, Colaqui has successfully impressed the young domestic consumers who pursue freshness and "all in" functionality.
At present, Meishang's omni-channel layout has basically covered major online sales platforms such as Tmall, JD.com, and Yunji. Its offline distribution channels have spanned 70 cities across the country, covering more than 10,000 offline retail terminal outlets.
"In the long run, Colachi believes in the domestic demand of 600 million women among China's 1.4 billion people, the development of national strength, and the penetration rate of cosmetics in the future market." Jackson said that Colachi will always be committed to bringing higher quality, Beauty brands with better product capabilities serve women at different levels and with different needs in the Chinese market, and eventually go global.
Kelaqi told "Cosmetics Finance Online" that in terms of brand marketing and hot-sale creation, Kelaqi will continue to have in-depth cooperation with the top international supply chains and continue to provide consumers with exclusive patents, personalized styling and other aspects. to create new surprises.
"As an operator, I am very lucky to be in a period when domestic cosmetics are booming. I have embraced the new channels and traffic of Generation Z and achieved some results through a series of layouts." Jackson revealed that Kelaqi The entire team has more than fifteen years of industry experience, is familiar with the international high-end market, and is also supported by the world's top suppliers. It has the strength, confidence, and mission to become a pioneer in the high-end market of China's beauty industry.
