In just four years, colorkey Kelaki (hereinafter referred to as Kelaki) has clearly demonstrated to the Chinese beauty industry how a "color expert" can fully blossom and lead the Chinese beauty industry to open a new era.
In the past few years, China’s beauty industry has entered a fast lane driven by factors such as the continued growth of the national economy, consumption upgrades and the rise of social media. Among them, a new generation of brands has been born that can represent the strength of Chinese beauty products, and Colachi is one of them.
Recently, at the 2022 IEBE Internet New Business Conference, Colaqui won the title of "Consumers' Favorite Domestic Brand"; at the same time, according to business consultant data, Colaqui ranked first among domestic cosmetics brands in sales in March and April this year. TOP2. Oteou data shows that from January to October 2021, Colachi’s online retail sales increased by 102.2% year-on-year, with the fastest growth rate among the top 10 online brands in the beauty industry.
Although, this is nothing new for Kelaqi, who is already a hot-selling domestic product manufacturer. But entering 2022, under the influence of a variety of comprehensive factors, industrial layout and terminal technology are ushering in changes. Amid the changes, Kelaqi still chooses to use excellent quality to tell the super story of a local super brand.
618 launched the limited edition ice cream series
in the local beauty market. Colachi is often mentioned and praised by the industry because of its touch on the minds of users. In the post-traffic era when traffic in the beauty field has peaked, how the Internet industry and the beauty industry obtain two-way interaction from users is the key to success.
When the liquor giant Moutai entered the ice cream market this summer, although it cannot prove how much the entire market needs the freedom of ice cream, it is certain that desserts such as milk tea and ice cream are still relatively popular even during the period when the epidemic has been hit hard. It does not follow the current business logic and is pursued by business and capital. After all, the Chinese consumer market needs "a little sweetness" from any angle.
has entered the "post-traffic" era. The impact of the epidemic on consumption and production has still not restored the confidence of the entire consumer market. The sustainability of brand vitality is largely determined by consumers' inner satisfaction, trapped in " In the "bitter" environment, with the arrival of summer, China's consumer demand needs to be released once again, and purchasing confidence in products with "high sugar content" needs to be restored again. As a result, Colaqui has upgraded its popular products over the years and launched Colaqui's "Ice Cream Limited Series".
This series has insight into the fact that Generation Z still pursues the small blessings in life and embraces sweet happiness in a fiercely entangled environment. It specially created ice cream limited edition air lip glaze, four-color eye shadow, and sweet pink lip glaze. gift box. Colachi Ice Cream's "first ice cream of summer" is available for a limited time only, hoping to inject sweet energy into consumers. This summer Colachi will have a sweet summer with everyone.
The entire ice cream limited series focuses on macaron colors. When the airy lip glaze meets ice cream macarons, the ice cream is so sweet on the lips that it not only melts between the lips, but also melts warmly in the heart. Sweet and waxy velvet + ice lens Light, dazzling texture, and to use a sentence from the social platform, "Children make choices, and Colachi girls want them all." It truly captures the beauty economy of Generation Z consumers. The ice cream limited edition four-color eyeshadow has a cute appearance. Although it is small in size, it has all the essentials. It is easy to carry in a bag. The color is also fresh and versatile, and the color is low in saturation. Starting from the emotional needs of consumers, it cuts into the life scenes of consumers and bridges the empathy gap between the two parties.
There is no doubt that in this year’s standardized marketing changes, Kelaqi still allows the entire beauty field to see the power and strong logic of this beauty brand.The powerful aspect of
is that Kelaqi is well versed in the business logic driven by social media, so she took advantage of the trend and officially announced Yi Mengling as the vitality heartbeat officer this summer, using fashion and trendy young thinking to expand the brand's broader vision. Younger consumer groups, and even combined with the role of social media, have created a new industrial chain in the beauty industry.
In addition, as Colachi’s professionalism and reputation in the Chinese beauty market continue to grow, the brand has also begun to show ambitions in the field of base makeup. The raw materials of Colachi's "Small Mist Mirror" pink loose powder are imported from Italy. Italian prisma crystal peach powder can create a vibrant pink makeup look. The innovative gel powder contains squalane essence, which can beautify and protect the skin. In a survey conducted by a third-party professional organization, more than 90% of the testers expressed their "willingness to buy" this product.
It can be seen that in the field of foundation makeup, Colachi, the emerging king, is once again using quality and practice to drive the extension of the domestic makeup base category.
Furthermore, by using strong logic to standardize the product, Kelaqi did not fall into a traffic empty city or a vicious cycle. Instead, it found a new way to enhance the consumer demand and confidence of consumers through ice cream pop-up stores offline.
A "color expert" who sells a lip glaze every 0.7 seconds
Since 2018, China's local beauty industry has become increasingly fierce in brand competition with the support of social media and e-commerce platforms. Although the domestic lip industry has been around for a long time, due to the combination of in-depth technological innovation and long-term consumer demand, there are still no well-researched brands. Against this background, Li Qinya, who has a rich industry background, quickly grasped the fact that Korean cosmetics were fading out of the Chinese market, and local beauty brands were iterating information in an era when there was no domestic product in the lip segment, and founded Colachi.
has been deeply involved in the beauty market for many years. Li Qinya deeply feels that China’s beauty industry is undergoing unprecedented changes under the influence of social media traffic. Therefore, when Colachi was founded, the brand targeted the new generation of consumer groups who grew up in the Internet era. With the declaration of "subverting tradition and daring to create differences", the brand relied on social media such as Xiaohongshu and Douyin. Advertising made the new brand of Kelaqi popular.
Colachi’s air lip glaze was launched in June 2019. In October of that year, the lip glaze ranked TOP1 in the Tmall category; in 2021 Double 11, it entered the 100 million yuan club; in 2021, more than 40 million lip glazes were sold through all channels. One product is sold every 0.7 seconds on average; throughout March and April 2022, Tmall sales ranked among the top 2 in domestic cosmetics. Achieving such excellent results is inseparable from the advantages of Colagi's products. Colaqui has extremely rich colors, with more than 160 SKUs unmatched by its peers, and continues to launch new colors; it has also successfully created "Colaqui colors": colors 608 and 702.
In addition, Colachi redefined the concept of lip gloss and led the trend that was "followed" by international big names. In 2019, Colachi launched Air Lip Glaze, which uses innovative "Soft-Touch technology" to melt on the lips, form a film in one stroke, and have a skin feel as thin as air; it adds a cross-linked polymer with a low refractive index, and when exposed to light When it meets lip color, it presents a velvety matte high-end texture; tens of thousands of finely ground pigment particles, combined with microspheres rich in moisturizing oil, create rich color, moisturizing and moisturizing, creating a variety of makeup looks. In the early spring of 2020, the brand launched a new air mirror series, which combines lightness and mirror light, pushing the craze of mirror makeup to another market level, ushering in the era of "pure lust" in makeup.
Furthermore, Colachi's lip makeup textures are constantly innovating, and the product line includes lipstick, lip glaze, lip cream, and lip lotion. Under the clear promotion of continuous technological innovation and product innovation in the lip market, Colagi has a group of loyal fans in the local market. Consumers have taken the initiative to purchase, and subsequently formed a promotion effect, thus leveraging more consumption. Or choose Kela Qi.
Colaqui has always emphasized the combination of high quality and cost-effectiveness. Looking back at Colaqui's products, more than 90% of Air Velvet Lip Glaze is made from Korean imported materials, more than 60% of Air Mirror Lip Glaze is imported from Korea, and 70% of Black Satin Lip Glaze is made. More than % of the raw materials are imported from South Korea, more than 58% of the lip gloss is made of raw materials imported from South Korea, and more than 90% of the lip cream is made of raw materials imported from South Korea. It can be said that the insistence on high quality at the research and development end, raw material end and market end can all demonstrate the strength of Colachi's "color expert".
The impact of the epidemic and the relocation of various anchor positions have caused the traffic of various platforms to begin to reorganize, and the involution of consumer platforms has intensified. There seems to be no shopping node in the local consumption field that consumers are more looking forward to than this 618. On the one hand, after the decentralization of traffic, various platforms and MCN companies have expanded their positions from Taobao to other areas to varying degrees, and started competing for traffic positions, in order to gain a balanced foothold in the new traffic positions. This will undoubtedly promote the spread of the brand. Created a new traffic pool.
On the other hand, the isolation and blockade of the epidemic have caused Chinese people’s consumer confidence to continue to decline. Amid the clamor for foreign brands to continue to increase prices, high-quality domestic brands that have been wronged for too long have performed outstandingly in the past few months. , therefore, at this 618 node, in terms of the promotional efforts that have been exposed, compared with the "reservation" of big foreign brands, high-quality domestic brands continue to make efforts and continue to promote the prosperity of the beauty category through various means such as marketing and new products.
Make all-round efforts to break the "ceiling" of local cosmetics
In the competition for the beauty market share, Chinese beauty brands are marching into the high-end field on the one hand, and on the other hand they have also kicked off the competition in all categories. As one of the best survivors in the local beauty super brand war, Colaqui not only occupies an absolute advantage in the field of lip gloss, but also begins to develop facial products with a wider audience and stronger stickiness.
In March this year, Tmall business consultant data showed that the overall year-on-year growth of Kelaqi’s facial products was more than 350%; while liquid foundation increased by 230% in April from March; and loose powder increased by 500% month-on-month.
In 2021, Kelaqi will launch a clarion call to charge for facial products. In October last year, Kelaqi and Li Jiaqi reached a cooperation to build momentum for Double Eleven. At this time, Li Jiaqi was selected into Time magazine's latest global "Next Generation Top 100 Influential People List." As a leading beauty celebrity, in the rapidly changing market environment, Li Jiaqi represents more than just an advertising effect. , his team was the first to form a quality inspection team composed of professionals. Every product selection is extremely demanding, and cooperation can only be achieved after careful selection. This also confirms the quality level of Colachi's "Black Rubik's Cube" liquid foundation. The birth of "Black Rubik's Cube" liquid foundation has once again expanded the brand's market scope. At the same time, its target group is white-collar workers under the new consumption upgrade. The product is packaged in glass, combined with the characteristics of efficient makeup retention and the addition of 1/6 bottle of rose hydrosol. "Black Rubik's 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. In May 2022, "Black Cube" liquid foundation ranked TOP 1 on Tmall's liquid foundation best-selling list for three consecutive weeks.
In March 2022, Colachi made another effort and launched a new product "Milk Cap" powder cream. It is reported that the Milk Cover Powder Cream is a foundation cream containing 70% essence. It can easily create dreamy creamy skin with just one swipe of cream. It can be applied multiple times without powder sticking or dead spots. Most subjects said that the powder is fine and has no powdery feel, even in windy environments. It can also be moisturized for a long time."
It is worth mentioning that Colachi sensitively captures market trends, actively invests in innovative research and development, and adds more mid-to-high-end products, allowing the brand to further stabilize the market in a positive cycle, and to develop offline mid-to-high-end products. Product development.
html In April, Colachi launched a high-end series of white tea and other cosmetics, further changing the market's recognition of its brand value.The white tea series is one of the few domestic products that has fully cooperated with Yingteli, one of the world's most high-end cosmetics suppliers, to create mid-to-high-end products belonging to Colachi with quality comparable to international first-line brands. This series uses bifid yeast and high-end tea fragrance for an exquisite experience, combined with the concept of "makeup and skin care in one", to explore a new high-end breakthrough route for domestic make-up.
was founded four years ago. Kelaqi has joined hands with popular idol stars such as Liu Boxin, Bi Wenjun, Wang Ziyi, and Dilraba to become brand spokespersons, using traffic to increase market volume and convey the brand's determination in the overall cosmetics field. Yesterday, Kelaqi's official Weibo official announced that Yi Mengling was the vitality and heartbeat officer. As the traffic queen, Yi Mengling's unique sweet atmosphere and romantic atmosphere are very suitable for Colachi's "Ice Cream Limited Series" to accompany you to sweeten it. From this point of view, Kelaqi can be said to be well prepared. She made the official announcement one day before the 618 pre-sale, quickly occupied the traffic high ground, and efficiently converted the massive traffic into brand resources, thereby generating good responses and effects, and building momentum for 618. , achieving a double harvest of sound volume and sales.
Kelaqi can stimulate the resonance of consumers at key points of consumption every time. This is because usually users are often in a state of "passive involvement" when watching brand-related marketing, especially in every When there are too many homogeneous promotional advertisements during major promotions, the emotional value of the brand will be actively ignored by consumers. However, if consumers do not simply see the brand's rapid consumption conversion in a promotion, but deeply combine the image, value and brand conformity, this is a potential transformation that is difficult to achieve by any marketing means or method. But Karachi did it through continuous flow of mental play.
has become an "industry incubator for super brands"
Colaqui is a brand of Meishang Co., Ltd. While making full efforts in the field of cosmetics, Meishang develops diversified tracks to establish higher industry barriers, such as professional science that carries skin care dreams Skin care brand "Ruipei Lab101" and personal care brand "Song of the Forest" imported from Japan. Previously, Meishang Shares has announced the completion of Series B financing totaling 400 million yuan, led by Jinyi Capital, with Goldman Sachs, Junchuan and other three major capitals participating in the investment.
To a certain extent, Meishang Co., Ltd. represented by Colachi is a concentrated expression of the innovation and production level of China’s beauty industry. Colachi’s success is inseparable from Meishang’s efforts in brand team, data, supply chain, and R&D. Sharing in other aspects. In particular, the Meishang team's keen judgment on the market, ability to quickly iterate products, and ability to combine product and performance have given Meishang an even more obvious advantage in the competition among beauty brands in the post-epidemic era.
The success of Kelaqi in keeping pace with the times has not only boosted the local beauty industry, but also made Meishang comparable to major international beauty groups in terms of industrial chain adhesion and brand incubation. Other brands under Meishang have also begun to make continuous efforts in the Chinese beauty market. By adhering to the strategy of technological innovation and multi-brand breakthrough, while continuing to surround the core consumer groups of beauty products, Meishang can not only continue to create the products needed for users, but also achieve product and brand differentiation through innovation within the industry. , thus ensuring the competitiveness of Meishang Co., Ltd. in the industry and providing strong support for the "super brand industry incubator".
