Looking back on 2020, colorkeyColachi (hereinafter referred to as "Colachi") bucked the trend and successfully consolidated its industry position as " lip gloss first". In the 2020 Tmall "Double 11 Global Carnival Season", Kelaqi ranked among the top 3 domestic cosmetics with sales exceeding 160 million yuan through all channels and cumulative sales of Tmall flagship store exceeding 100 million yuan in 80 minutes. Among them, the Tmall flagship store of the C-position lip glaze family, the flagship product, has sold a total of 2.45 million+, with an average of 16,000 units sold every 60 seconds. As of December 2020, the sales volume of Tmall flagship store has exceeded 15.5 million units, firmly ranking TOP1 in Tmall lip gloss category.
Insight into demand and create a new pattern in the lip glaze market
Behind Colachi’s creation of “Lip Glaze No. 1”, it stems from the strategic layout of Cici Lee, the founder of Meishang Co., Ltd., who “enters the market step by step”, as well as the “color Expert” is a precise brand positioning.
It is reported that Cici Lee has served as a senior executive in Chinese and foreign cosmetics groups and has rich experience in the entire cosmetics industry chain. When he founded Meishang Co., Ltd. in 2018, he had insight into the huge opportunities in the rise of China's cosmetics market: "In the cosmetics industry, among the three pillars of cosmetics products for face, lips, and eyes, lip and facial products are equally divided, each accounting for 40% market share. However, lip products have always been dominated by international brands. At that time, we keenly discovered that the solid lipstick trend driven by some international brands was showing signs of fatigue, and the colors were richer, the skin texture was more delicate, and the craftsmanship was also improved. The increasingly mature lip gloss has not yet become a trend and has become an outlet that needs to be explored. "
Cici Lee
, founder of Meishang Co., Ltd. Therefore, Cici Lee seized on the pain points of traditional lip glazes of "too dry matte + insufficient color development" and used her years of accumulation. The supply chain cooperation developed a new product "Air Lip Glaze", which has two contradictory qualities of matte and moisturizing at the same time, successfully impressing young domestic consumers who pursue freshness and all-in functionality.
No. 1 lip glaze, successfully creating a new category
In June 2019, "Air Lip Glaze" was launched for the first time, boldly using the "colorkey" English logo to fully cover the bottle body, and using industrial acrylic tactile packaging to create a eye-catching visual impact. "High-looking" products and strong product capabilities developed in response to demand resulted in sales exceeding 17,000 units that day. Three months after it was launched, it is pursuing its victory to become the TOP1 lip gloss category on Tmall. And during Tmall’s Double 11 that year, 700,000 units of “Air Lip Glaze” were sold.
At the same time, the Colachi brand continues to invest in research and development, relying on its strong big data research and development capabilities to continuously innovate and make breakthroughs in response to user needs for lip gloss products. Under the lip glaze category, 4-5 sub-categories are subdivided according to functions - such as the iconic matte and velvet series - and it is ensured that 4-8 new colors are launched in each sub-category every month to satisfy the young people of Generation Z. Users pursue new and different consumption concepts.
In early January 2020, the "Little Black Mirror" series, which is aimed at glossy makeup effects in spring and summer, has made trendy and cool girls excited with its mirror-like lightness and super girly colors, leading the future color trend. . With its precise insight into user needs and future trend predictions, the Colachi brand has continuously optimized product functions and deepened the breadth of categories, making lip glaze an innovative subcategory that attracts attention in the industry.
Bucked the trend and consolidated its leading position in lip gloss
At the beginning of 2020, which was under the shadow of the new coronavirus epidemic, the Colaqui brand seized on the "Mulan" independent female spirit and joined hands with the emerging singer Jiang Yiqiao , officially launched the "Colachi x Hua Mulan" joint IP series on March 16, interpreting the "double-sided beauty" of women's true self. Taking the lead in counterattacking during the epidemic, this joint series successfully achieved sales of over 500,000 units across all channels and 1.9 million Douyin views.
618 has a big promotion, and with the momentum of winning Ruili Fashion Beauty's "Annual Best-Selling Lip Glaze Award" in May, Colaqui once again launched the dual endorsement model, and joined hands with two popular artists, Wang Ziyi and Liu Boxin , to launch customized love hearts The signature Air Lip Glaze accurately captures the minds of Generation Z. With 54,000 units sold in one hour, it continues to be ranked as the TOP1 lip glaze on Tmall.
In September, Colachi collaborated with the Italian fashion brand tokidoki to heal consumers with cuteness and color. When the "sweet and cool" tokidoki x Colachi joint lip glaze appeared in the Li Jiaqi live broadcast room, no matter 70,000 units were sold within 20 minutes.
In order to welcome this year’s Tmall “Double 11 Global Carnival Season”, on October 20, Kelaqi officially announced that the popular idol star Meng Meiqi will become the latest brand spokesperson, and jointly create a purple customized “Qimiao Makeup” gift box . The selection of spokespersons and precise marketing positioning that are in line with the brand spirit have brought Kelaqi a billion-level buzz in the short term. Among them, the number of views on the Weibo topic of the spokesperson #梦梅奇拉奇C-position is as high as 530 million. With the help of , Xiaohongshu, , Douyin, and celebrity KOL, it has gained 250 million exposures. And it hit a new high during this year's "Double 11". The Tmall flagship store's C-position lip glaze family sold a total of 2.45 million/piece, the sales volume of the small gold chopstick eyebrow pencil reached 480,000/piece, and the small silver tube eyeliner sold a total of 160,000/piece. branch. At 0:00 on October 21st, the "Doraemon" co-branded new product series was also launched, evoking the emotional memories of the public with a new trendy and cool image. It continued to detonate the market during the "Double 11" period, and the Air Lip Glaze achieved sales of 700,000 per piece.
In November 2020, Colaqui's air lip glaze series not only occupies the position of "C-position lip glaze" in the hearts of consumers with its excellent quality and rich color selection, but also wins the favor of professional judges in the industry , in one fell swoop, it won the honor of "Word-of-mouth Domestic Product" from the beauty brand "Fashion COSMO". At the same time, it also won the title of "Lip Glaze of the Year" in the selection of "Harper's Bazaar" International Beauty Awards.
New layout, new retail penetrates more circles
With new offline retail channels, the Kelaqi brand continues to strengthen market penetration and reach more circles of consumers. In December last year, the Colaqui brand officially entered the beauty collection store WOW COLOUR to jointly develop new retail channels. Within a month, it became the TOP1 lip gloss category.
At present, the Kelaqi brand has covered major online sales platforms including Tmall, JD.com, Yunji, etc., and offline new retail channels have covered more than 3,000 sales channels in cities across the country, such as Suning Jiwu, WOW COLOUR, Aomaimai wait.
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