According to Tmall data, the Double Eleven event only started for 1 hour and 51 minutes. The turnover of 100 brands including Apple, Huawei, Lancôme, and Adidas exceeded 100 million. The performance of beauty and 3C home appliance brands was particularly impressive.

This is the 3rd article of New Consumption Internal Reference 1107 Source: New Consumption Internal Reference Author: Milly

As the largest online shopping carnival in the post-epidemic era, the 12-year-old Alibaba Double 11 has been divided into two bands for the first time. The first wave will be from November 1st to 3rd, and the second wave will be from November 11th. For the tens of millions of merchants who are working hard and waiting for this chance, the lengthened front not only means a variety of ways to play, but also means that they are about to become popular; for those who stay up late waiting to pay the final payment, Generally speaking, the shopping desire that has been suppressed for more than half a year since the "consumption downgrade" affected by the epidemic finally has the opportunity to be released.

According to Tmall data, the Double Eleven event only started for 1 hour and 51 minutes. The turnover of 100 brands including Apple, Huawei, Lancôme, and Adidas exceeded 100 million. The performance of beauty and 3C home appliance brands was particularly impressive. In addition, this year is the Double 11 with the most participating merchants and the largest scale, with at least 250,000 brands and 5 million merchants participating, including more than 2 million offline merchants.

The domestic beauty brand Colorkey Kelaqi (hereinafter referred to as Kelaqi), which has just joined hands with the top singing and dancing idol Meng Meiqi "C-position", has handed over a very beautiful product. Answer sheet: In the first 10 minutes of November 1st, the sales of the Tmall flagship store exceeded 10 million, which exceeded last year’s Double Eleven in less than 40 minutes, with a year-on-year increase of 3721%. The star product Air lip gloss series sold more than 1.24 million It still maintains its position as the No. 1 lip glaze category on Tmall. The small gold chopsticks eyebrow pencil has sold more than 350,000 pieces. The new small silver tube eyeliner has sold more than 140,000 pieces, ranking among the top 3 domestic makeup products! People can't help but lament once again that appearance is the primary productive force.

In the new consumption era, those who understand Generation Z will win the world

There is no other era or market where the business logic and environment are more segmented and ever-changing than those in China today. However, no matter what, it is an undeniable fact that the people who once had the most purchasing power The 60s, 70s, and even 80s generations are becoming increasingly conservative in consumption, and the young Generation Z is becoming the core group that brands are competing for. In the beauty market, this trend is particularly obvious. Even the once-high-profile international luxury brands are lowering their status, or joining hands with top celebrities, or actively embracing subcultures such as the second dimension and e-sports, in an attempt to win over the Generation Z crowd.

According to the "Generation Z Trend Beauty Consumption Insight Report" released by CBNData, there are currently about 260 million Generation Z young people in China, and their consumer spending has reached 4 trillion yuan, accounting for 13% of the country's total household expenditure. Z Generations are becoming the next generation of hot “financiers” in China’s consumer market. It is no exaggeration to say that in the future market, those who win Generation Z will win the world.

Source: CBNdata

Although Generation Z’s consumption awareness and consumption concepts are ahead of their parents’ generation, they are also a generation that is relatively difficult to please, a generation that “dare to spend money but also know how to spend money”. On the one hand, they grew up in the information age and were influenced by multiculturalism. They are not monolithic. They have various interests, multiculturalism and multiple identities: two-dimensional, appearanceism, and health punk coexist; on the other hand, high housing prices +Mobile Internet+The value proposition of living for oneself makes the segmentation trend of Generation Z irreversible.

Just as the value proposition of sugar-free life has created the Vitality Forest, the value proposition of coffee not being too expensive has created the Little Blue Cup Luckin Coffee , a phenomenal C-level domestic product with sales of 200 million yuan after two years of establishment. Lucky's success also comes from capturing the "Dare to be different" proposition of Generation Z and occupying the core TA's mind with a strong sense of identity.

"Starting from e-commerce, developing live broadcasts, and breaking through the marketing circle", Colachi, a C-level emerging domestic cosmetics brand that has only been established for two years, has delivered almost textbook perfection in its business experience with the Generation Z crowd. Practical examples.

At the beginning of the establishment of the brand, Colachi gave priority to entry into established e-commerce positions such as Taobao and Tmall, and broke through with its star product Air Lip Glaze: sales exceeded 17,000 units in just one day after its launch. Currently, the lip glaze has accumulated More than 12 million units have been sold, and with monthly sales exceeding 750,000 units, it has become the TOP1 lip gloss category on Tmall. After the brand operation matures, Kelaqi will actively deploy other channels. Up to now, it has basically covered mainstream e-commerce platforms including Tmall, JD.com , Yunji , etc. Offline, distribution channels cover Suning Jiwu, WOW COLOUR, Aomaia, etc. in more than 70 cities across the country.

As for the live broadcast, as early as when most brands were still holding a wait-and-see attitude, Colaqui had already actively tried to cooperate with leading anchors: In 2019, Colaqui's Soft Mist Matte Lipstick was broadcast in the Li Jiaqi live broadcast room. There were 450,000 people watching online at the same time, and 20,000 full-color numbers in stock were out of stock in 5 minutes.
In terms of marketing, Colaqui has a varied and eclectic style: In May 2019, Colaqui and "X-Men: Dark Phoenix" launched a joint air lip glaze, which sold 17,000 pieces in one day after it went online. The highest sales volume reached 70,000; during the epidemic, cross-border cooperation with Disney's super IP "Mulan" co-branded products, and the performance surged against the trend; during the 520 sweet confession season, the unique "trendy and cool double endorsement" was launched, and the popular idol Wang Ziyi was signed to serve as the brand As a spokesperson, the well-known singer Liu Boxin was invited to serve as the trend ambassador, attracting attention from fans and the industry; not long ago, they launched a series of unicorn products co-branded with the trendy toy brand Tokidoki, using cuteness and color to heal Generation Z consumers after the epidemic. The sad mentality of the times, and then the eyeliner co-branded with Aikenquan's "Devil's Eye" continuously injects fresh creativity and the latest in-game play into the brand; on the eve of Double Eleven, the official announcement of the popular singing and dancing idol Meng Meiqi as the brand New spokesperson, and launched a series of new cosmetics products co-branded with Doraemon, full of childlike fun.

product strength + operational strength, achieving big-name quality, affordable price

grew up in the era of traffic and e-commerce consumer brands, and there are countless consumer brands that "start with marketing and end with products." On the one hand, smart terminals, the Internet of Everything, and a large number of KOLs and KOC active content platforms such as , Xiaohongshu, , and Shuangwei.com can accurately reach core audiences at multiple levels and in all dimensions with positive word-of-mouth about brands and products; however, At the same time, there are countless consumer brands that have too much time for marketing and insufficient product capabilities. They have forgotten that "at any time, product capabilities are the hard currency." ".

In this regard, Kelaqi, whose senior management team has been involved in the beauty industry for many years, had a very clear understanding from the beginning. In terms of R&D and production, Kelaqi has integrated the world's top cosmetics suppliers Yingteri, South Korea's Cosmax, South Korea's Kosien, South Korea's KOLMAR, Japan's TOSHIKI and other industry leading companies.

Take the brand's star product air brush foundation as an example. The product caters to the current trend of liquid foundation gradually replacing air cushions. It integrates the brush head into the product packaging to solve users' pain points in using makeup tools and creates a new brand of tool foundation. category. It is understood that the air traceless brush head of this product uses customized imported PBT bamboo charcoal fiber bristles. It has 99,800 bristles with a diameter of 0.07mm. The brush head is dense and delicate, and can easily and quickly complete makeup application.

’s excellent product strength has brought Kelaqi considerable traffic on social platforms such as Xiaohongshu and Shuangwei.com, and has achieved many hot products, such as air lip glaze, small gold chopsticks eyebrow pencil, and small silver tube eyeliner. wait. Search for the "colorkey" keyword in Xiaohongshu, and more than 20,000 positive planting notes + makeup test reports will appear.

Kelaqi’s outstanding product strength comes from its strong operational capabilities. According to the relevant person in charge of the brand, the team uses a large-scale database to gain accurate user insights and predict future color trends. In order to keep up with the pulse of the market, the decision-making chain is compressed to the extreme: using an operating model of small review in a week and major review in one month, the product strategy is adjusted in a timely manner according to the consumption trend.

's super product strength + operational capabilities make Kelachi the representative of the most cost-effective and cutting-edge domestic cosmetics brand, with big-name quality and affordable prices. Judging from the price distribution of popular products, the price of Colaqui is concentrated in the range of 59-109 yuan. The low mass price lowers the purchase decision-making threshold and makes it easier to stimulate users' desire to buy.

Visible explosion Invisible accumulation

Just like "Rome was not built in a day", behind the domestic C-level cosmetics brand Colachi, which has been out of the industry for two years, is a team of senior executives who have been working silently in the cosmetics industry for decades. , the result of a deep understanding of the industry's business logic and accumulated experience. Colachi's core team comes from various fields of the cosmetics, fashion, and design industries. There are makeup artists, quality control experts, and supply chain experts who have been working in the industry for decades. The brand founder, Cici Lee, has been in the cosmetics industry for more than 20 years.

Just like Keynes always used the "invisible hand" to describe it when explaining the laws of market economy, talking about founder Cici Lee's "beautiful" career also started from the fate of her life. The first lipstick in. During her college career, one day, a foreign beauty brand promoting training suddenly came to campus. The smiling trainer handed her a lipstick and taught her step by step how to use it. In that era of black, white and gray, people's concept of beauty only stayed at the stage of a bottle of facial cream and a facial cleanser. And this bright and hot lipstick is like a brand new key, opening the door to a colorful new world. Since then, Cici Lee's yearning for "beautiful career" has also been enlightened. As soon as

entered the industry, he caught up with the booming development of China's beauty industry. As China's economy takes off, Chinese women's ignorant desire for beauty has also transformed into a huge torrent of consumption. Fortunately, Cici Lee became her right-hand man with the first and second generation entrepreneurs of representative beauty brands respectively, and experienced the development process of China's beauty industry. But during the process, she discovered that there were many problems in the Chinese beauty market: “International beauty brands are often developed specifically for the skin types of European and American users, especially the beauty aesthetics and colors they like are not suitable for Chinese people; only when they go to third-tier and lower cities, they will It is found that the market with the largest real user base does not have good products to satisfy them, and is often filled with three-no products. (Founder Cici Lee)

Therefore, it is positioned to witness the power of personality of the new generation and to serve the cool girls of Generation Z. The new cosmetics brand Kelaqi came into being: seizing the social media traffic trend, establishing a social media platform matrix with "Douyin, Xiaohongshu, Bilibili" as the core, and cultivating content through "pictures, texts, short videos" and other content Grass reaches consumers, relying on Max’s product strength and fresh and diverse marketing methods, it quickly breaks out of the circle.

In Colachi’s view, China’s new generation of consumers pays attention to appearance, dares to try new things, pursues personalization and self-expression of taste, and is willing to invest more in emotional and emotional consumption. Young Generation Z girls are no longer keen on silly, sweet and pure characters. The awakening of female power has made the cool style more and more popular. The ideal self of Generation Z girls is rich and diverse, with both sweet and cool personalities. This coincides with Colachi’s value proposition of “Dare to be different”.

Capital support Meishang’s multi-product lines and differentiated layout

From Luckin Coffee to Heytea, the rise of new consumer brands in the traffic era cannot be separated from the dual blessings of the capital market and strategic operation thinking. Behind Colachi’s parent company Meishang Group , there are many dynamic venture capital institutions: Suqian Tianqiang Investment Company, which received nearly 100 million from the capital giant “Sequoia Capital” and Liu Qiangdong, one of the three major domestic e-commerce giants, since its establishment Yuan's angel round investment fund has set a new high in angel round financing in the industry; the investors in the A round of financing - Red Star Macalline, Innovation Works , Yikai Capital, and Weiguang Venture Capital are also extraordinary.

At the company operation level, Meishang Group has adopted a grouping and multi-brand matrix strategy that is comparable to international big names such as L'Oréal. Through a two-pronged approach of "local self-construction + cross-border acquisitions", it focuses on market segments and caters to different ages and incomes. Consumer demand for beauty.

acquired Korean beauty brand Superface and Taiwanese skin care brand Lab101 in 2018. Targeting the needs of China’s mainstream middle-class women, it has captured market segments through multi-brand strategic layout to meet the beauty needs of women of different classes and incomes. .

In this economic era, Generation Z is in power. Domestic cosmetics brands not only "dare to be self-reliant", but will also usher in the trendy and cutting-edge era. From products, traffic, content to operations, capital pursuit and strength meet, some people Nasdaq ring the bell, and some people remain true to their original intentions, beautiful and sharp. You might as well look forward to more dazzling performances of domestically produced cosmetics C-position Kelaqi in the future.