In recent years, domestic beauty products have become a new trend, ushering in the "club-to-going overseas" craze, such as Perfect Diary , Hua Xizi, Hua Zhixiao, Feiluer, Kating and other domestic beauty brands.
Molly analyzed the domestic beauty brand Feilure FOCALLURE in the previous article [The single-day GMV is 200,000 US dollars, and the domestic beauty DTC brand has entered Southeast Asia] has received a good response . Some readers suggested whether they can produce a special topic on the beauty series, and analyze all the better domestic and foreign beauty brands going overseas.
Molly recently discovered another domestic beauty brand in overseas style - ZEESEA/Zi Se.
The first choice for most domestic beauty brands to go overseas is emerging markets such as Southeast Asia, such as FOCALLURE. Unlike FOCALLURE, ZEESEA's overseas layout has chosen developed countries such as Japan and North America that have become mature.
The cosmetic market in Europe and the United States has become saturated. Consumers' aesthetics, cultural backgrounds, and personal preferences are different. They have a certain understanding of local brands. Therefore, the choice of new brands is more picky, which is very challenging for brands that go overseas for the first time. Judy, head of overseas new retail at
ZEESEA, said in public last year that their overseas journey was a process of "fighting monsters and upgrading". She admitted that "as the first cosmetic brand to go overseas in Japan, the United States and other beauty markets, we have no teachers, no learning objects, and we cannot avoid risks. We can only cross the river by feeling the stones."
Challenges are always accompanied by opportunities. With the advantages of supply chain system, marketing, production, channels, etc. that are the same as big brands, ZEESEA set off a wave of "Chinese style" as soon as it was launched in Japan and quickly became popular.
We may be able to analyze some of the reasons why it can stand out among many brands from the underlying logic and strategic deployment of brand growth.
ZEESEA is an original art makeup brand in China. It was founded in 2011 and is affiliated to Hangzhou Zisehai E-commerce Co., Ltd. ZEESEA is the trademark name registered by Hangzhou Laifei Cosmetics Co., Ltd. at the State Administration of Trademarks and was registered on July 2, 2012.
According to the "ZEESEA Zise 2021 overseas report", ZEESEA Zise achieved annual sales exceeding 1 billion yuan in 2018, occupying the top 3 seats in domestic beauty products. In 2019, the data continued to rise. While firmly ranks as the top 3 domestic beauty products, the number of domestic beauty products has not only continued to occupy the top 3 domestic beauty products, but also has annual sales exceeding 1.5 billion, with over 10 million fans across the network.
In 2020, ZEESEA started the "brand overseas" strategy, laying out international e-commerce platforms such as Amazon, shopee, Lazada, and became the first domestic cosmetics brand with a priced price in Japan's largest pharmaceutical cosmetics chain Kiyoshi Matsumoto. According to relevant data disclosure, ZEESEA has covered nearly 2,000 stores in Matsumoto, Japan, and has also set up sales points of more than 2,000 Japanese collection stores and supermarkets. It has also been deployed in many North American countries. As soon as it was launched in Japan, many netizens shared their exclusive ZEESEA makeup on social platforms, published makeup pictures made with ZEESEA eyeshadow, (silver diamond) mascara and other products, and brought the hashtags of #ZEESEA and #tear makeup, which once triggered Japan and attracted many users to join. Some loyal fans spontaneously created the "ZEESEA Color Pattern" topic community on SNS.
Since then, many celebrities and internet celebrity bloggers have spontaneously promoted ZEESEA's series of products on SNS, including Japanese big eaters with 5 million oil pipes, female idol group AKB48 member Yuki Kashita , Japanese million-level beauty blogger Nanako Naku, and four-grid comic online writer Kishita Yuki (Kishita Yuka) even made calls many products on his SNS, such as the joint angel air cushion with British Museum, Egyptian 16-color eyeshadow, Picasso lipstick, etc., which has driven the overall sales and brand exposure of ZEESEA.
Image source: Twitter
With the craze triggered in SNS, ZEESEA's product sales continue to soar. In fact, the product quality that is popular in Japan and its big brands and its big names are closely related to the same origin as their IP empowerment.
Zise has experience in OEM for European and American beauty brands, so it has unique advantages in beauty and makeup. First of all, their audience is mainly concentrated on young women between 18 and 34 years old. Therefore, they are well aware of the importance of product appearance, and must be unique, unique and cannot be copied. Obviously, the appearance and uniqueness of ZEESEA are unique.
Their IP co-branded series has achieved what other cosmetics companies have never thought of by cross-border co-branding with National Art Gallery of the United Kingdom, British Museum, Picasso and other major foreign IPs, and has achieved things that other cosmetics companies have never thought of, distinguishing the differences between ZEESEA and similar beauty brands, integrating culture, art, and collections. Through IP empowerment, the brand and culture are firmly combined, deepening the brand core and audience's brand impression of ZEESEA.
In addition, its product quality benchmarking against international brands is also an important factor. It is understood that their products adopt a supply chain system with the same origin as DIOR, CHANEL, YSL, and have also deeply cooperated with the world's top supply chains such as Yingteli and Kou Shimanjia in Italy. In order to cater to the ever-changing product changes and demands in the market, their cosmetics R&D team has more than 100 people, all of which are senior practitioners in the industry. More than 20 years of beauty development and inspection account for 30%, and 70% of makeup artists with international brand experience account for 70%. Short product development cycle and quick launch of new products have become one of their advantages.
The eyeshadow categories and mascara categories they developed have dominated the list of , Amazon sales list, and currently searching for "ZEESEA" on Amazon. All the top 4 products have been advertised. Three of them are ZEESEA's PalaceIdentity series. The Chinese dragon lipstick combines a shell with Chinese cultural characteristics, which can firmly grasp the eyes at first sight. At present, there are 245 reviews, with a five-star review accounting for 75%, and the overall review is 4.5 points. Most consumers talk about the reason for purchasing because of this collection value, believing that it is not just a lipstick, but more like a work of art.
Source: Amazon
ZEESEA endorsed with its unique brand cultural background and its hard-core product supply capabilities, so that it can gain many loves overseas. In order to expand its overseas influence, omni-channel layout is an important part of their development strategy.
ZEESEA began to deploy in overseas markets in 2020. For a brand that wants to continue to develop, having its own traffic portal is an indispensable part. Therefore, they registered the independent website domain name zeeseacosmetics.com in 2019. It can be said that they had deployed an omni-channel development strategy from the beginning, forming a traffic closed loop through third-party platforms, offline channels, and independent sites, and opening up all channels, consolidating brand influence.
Source: whios
According to similarweb, the current average monthly traffic of its independent website is about 74,000, and the overall traffic is not high, mainly the majority of users in the United States, the United Kingdom, Germany and Japan. Female users on the website account for 53.79%, and the age group is concentrated between 18 and 34 years old, accounting for 54%, mostly young female users.
Photo source: similarweb
Since its website has many young users, it must keep up with the popularity of marketing strategies. The carousel picture on the home page of its website has set up a blind box activity. You can get a beauty box worth $80 for only 32 USD, which contains hot-selling eye shadow, mascara, lipstick and other products. The customer praise rate reaches 83%. This marketing method can attract users' curiosity and improve the product purchase rate.
The traffic of its website in April fell by 21.84% month-on-month in March, mainly due to the decline in searches for brand words. The traffic sources of its website mainly rely on keyword search, website direct access and social media. Among them, the keyword search is the main source of traffic for the website, accounting for 47.84%.
Source: Google trends
Its keyword search advertisements mainly include paid promotion and organic traffic acquisition, of which paid advertisements only account for 27.35%. Judging from its recent traffic costs, marketing expenses have increased. The traffic cost in March was US$323 and rose to US$527 in April. As of now, the traffic cost has reached US$825 in just half a month in May. The main brand words, as well as the current PalaceIdentity series, can be seen that the products of the palace series are one of the main features.
Source: semrush
In terms of traffic diversion, Zise mainly relies on new media channels such as Douyin , WeChat, Weibo , Xiaohongshu , and other new media channels. It has been relatively mature in marketing methods and has its own rich operation experience. Therefore, it can fully learn from domestic experience in overseas marketing. In overseas marketing channels, their focus is on Facebook, Instagram, YouTube, TikTok, Twitter, etc.
It is understood that they have 19,800 followers on Facebook and can be diverted to independent websites. Therefore, 42.31% of the social channel traffic on their independent websites comes from Facebook.
Image source: Facebook
The corresponding account was not found on YouTube, but there are more than 150 unboxing reviews about #ZEESEA, with an overall viewing volume of 5.39 million, of which 19 videos were jointly promoted and 2.02 million views. The bloggers who cooperated were Alycia Marie, a beauty blogger from Germany, with 8.25 billion fans. Her account was The most frequently used tag is #aliciamarie. Her account has an average exposure of 149,000, and an interaction of 11,000, and a quotation of 546-1,173 US dollars. Marina Luxious, from the Russian Federation, mainly publishes beauty, sports, clothing and fashion related content, with a number of fans of html of 2.263 million, and a quotation of 205.4-440 US dollars ( or above is for reference only). In addition, there are big Vs: JessicaMake, Melissa Samways BR et al.
Instagram currently has 127,000 followers, and has published a total of 300 posts, which can be diverted to independent websites. Most of the published products are product pictures and product test photos, and about 4 are posted in a week.
Image source: Instagram
Instagram cooperation is mostly Japanese bloggers, among which the Japanese bloggers who cooperate have LIPS (LiPS) with a number of 884,000 fans - コスメメメイク》 animation . She mainly shares beauty and personal care. Her estimated quotation is $3,568-$5,802; Gao Qiao Rin, her followers are 651,000 fans, and her estimated quotation is $2,627-$4,272 (all of the above data are references). There are 6168 fans on
TikTok, and they can also link to independent websites. They mainly publish makeup videos using ZEESEA products. The total number of views on TikTok in the past year is about 40 million, and cooperative promotion accounts for 2%. Most of the bloggers who cooperate with are Vietnam, Philippines and Japan, including SherylSurara in the Philippines, with 5.702 million quotations, with a price of $9,123-$13,000, and Vivian in Vietnam, with a number of fans of $440,000, with a price of $704.8-$1,057 (all of the above data are references).
Image source: TikTok
Combined with the above three social channels, we can see that they have some emphasis on target users on each social platform. YouTube is mainly users in Europe, Instagram targets Japanese users, and TikTok is mainly targeted at Southeast Asia. Through differentiated operational means, differentiated brand characteristics and omni-channel marketing strategies, ZEESEA Zise has already developed its own characteristics on the road to going overseas.
————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-