With the help of male gifting scenes and new platforms such as Douyin Kuaishou, the domestic products represented by Huaxizi have found new growth points.
Source | Jumei
Author | Bugua
A few days before the Qixi Festival, the county girl Daisy received the "Chinese Valentine's Day Box" selected by the boy who pursued her on the Internet, and opened it The parcel card found that in addition to leaving Daisy for his own use, you can also contact the official customer service to choose a replacement or return it directly.
Even if you choose to return, you can leave the "heart box" provided by the brand, which contains a "concentric necklace" and a "brow chalk".
This also focuses on men’s gifts and women’s repurchase A number of platforms have achieved TOP1 in cosmetics, and have achieved continuous growth.
The package card in the Huaxizi Tanabata gift box
"The courtesy is in exchanges, but the exchanges are not, and it is indecent." Gifts in China have become a culture for thousands of years, and as time goes by, as this culture The material core "gifts" of the company are also changing with each passing day.
Alimama released in 2020 the "Gifts of Love" Marketing Insights Report: More than 80% of boys love to give girls makeup kits, lip makeup, and perfume when they give gifts to their beloved girls. Gifts for Valentine’s Day, among which make-up suits have become the first choice for men’s gifts.
Screenshot source: Ali mother
And in the major festivals gifted by couples, Valentine's Day on February 14th, May 20th, Qixi Festival and Christmas, etc.It has become the 4 most concentrated festivals for men to give gifts.
At the same time, due to the Qixi allusion originated in China, the Qixi Festival has the highest proportion of gifts among the major gift festivals.
Screenshot source: Alimama
According to a questionnaire report launched by China's "Dimension" and Tencent Financial Management, 85% of the "payers" on Valentine's Day are men, and "all women pay for the bill" accounted for only 1.4% (the rest The ratio is “each accounted for a certain amount of expenditure” or “strict AA system”)
Therefore, major brands regard Qixi Festival and major gift festivals as major marketing nodes, and use their best efforts to attract consumers, especially men. By.
sales overview of the Qixi Festival gift box
Jumei Inventory of the sales of the major brands of this year’s Tanabata Valentine's Day [Tanabata Gift Box] on the Tmall platform in August. Except for the big international brands that have occupied half of the beauty market as always, such as YSL , GIORGIO ARMANI, Lancome, Estee Lauder , the most surprising thing this year is the performance of domestic brands.
The transaction value of Huaxizi with the SKUs of three Tanabata gift boxes in August exceeded 120 million , followed by Perfect Diary's 2 SKU sales total also exceeded 60 million .
From the perspective of transaction amount, the strength of Perfect Diary should not be underestimated. It not only surpasses the previous strong international brands such as Armani , Lancome , Givenchy , etc.Even the sales of small gold bullion gift boxes from YSL are on par, ranking second in sales of domestic products on Qixi Festival this time.
But despite this, the sales gap between Perfect Diary and Huaxizi, which ranks second, still has a certain distance.
Compared with Tmall’s August gift box sales, Perfect Diary is about 50% of Huaxizi's (Perfect Diary is about ¥60,812,354, and Huaxizi: ¥1.23431126 billion).
In August, the sales of Qixi Festival gift boxes on Douyin and Kuaishou platforms were 15.6 times that of Perfect Diary.
online and offline marketing linkage, node explosion-type minimum
We pushed forward from August 14th to July 14th, we can find that Huaxizi has planned compactly in the past month Marketing rhythm.
From online to offline, from celebrities to brand live broadcast rooms, from fashion industry to R&D center, Huaxizi went from preheating to fermentation and explosion, and simultaneously sold on the brand store broadcasts of Kuaishou and Douyin.
In fact, the first digital marketing effort for the Qixi Festival actually originated from the innovative attempts of international big names in the past few years.
For example, YSL, etc., used the method of " Moments Ads + Mini Program " on the eve of Valentine's Day a few years ago, 214 years ago, and targeted delivery. The male gift-giving mentality led to private transactions and achieved good results.
At the same time, compared with domestic beauty brands, the means of transforming traffic by international brands are more "direct", "strong" and "practical". In addition to the strong "selling" of the above-mentioned Moments of Friends and other activities through binding traffic, the other is to let their own traffic spokespersons join the battle, and bet on the live broadcast room of the head anchor.
Armani Chinese Valentine's Day Gift Box
For example Estee Lauder On August 3, through the boy group IXFORM member Luo Yizhou entered the Estee Lauder live broadcast room, as the artist’s first business cooperation brand,The live broadcast room rose by 13,300 fans and GMV reached 4.72 million, which was one of the peaks of the month.
L'Oreal Paris invited celebrities Hu Yutong , Li Yifeng , Armani Beauty chose idols and Huaiwei , all of them introduced the traffic and sales volume into the live broadcast room.
At the same time Gathering Beauty reporters also found that many international big names also choose to bet on the head anchors when the Qixi Festival gift box is new: Take Tao series anchors Weiya, Li Jiaqi as examples, according to incomplete statistics. International big names such as YSL, Sisley, TF, Dior , etc. have put on the gift box products in the special live broadcast of Qixi Festival.
Wei Ya, Li Jiaqi Qixi Live
In how to directly and incentivize the competition with the international big names, how did Huaxizi stand out and become the "sales champion"?
The answer may lie in the difference in the crowd for the product .
Accurate crowd: gifting minds of young people in small towns
From the brand’s Slogan, Huaxizi is "Oriental makeup with flowers for makeup" for women, while for men is "not as good as sending flowers" Send flowers to Xizi".
Therefore, the short video content of Huaxizi's "Super Product Day" held by Huaxizi on the Kuaishou platform on August 9 is mainly in the direction of men’s gifting:
For example, the invited Wang Xinjun Qin Hailu and his wife And Hua Shao’s star live broadcast pre-heating videos were conducted from the perspective of men giving gifts; Huaxizi’s spokesperson Times Youth League slogan "Sending flowers is not as good as sending flowers".
Huaxizi Kuaishou official account content
Huaxizi's cooperation on Kuaishou platform is far more than the "Super Product Day" held in August.
Earlier, through the combination of naming party and Kuaishou store’s official broadcast, it doubled its daily sales and became one of the domestic beauty cosmetics brands that launched a comprehensive and in-depth cooperation with the Kuaishou platform.
Xizi realized "the gift of influencing young people in small towns".
A person in charge of a beauty brand told Jumei: For the Kuaishou platform, which has a wider audience in the sinking market, it is currently suitable for harvesting by relatively mature brands. And Huaxizi chose to vigorously put the contents of the Qixi gift box on the Kuaishou platform, which is precisely because of the young people in the small town. Secondly, the brand influence of Huaxizi in the domestic market also coincides with the slogan of fast-hand e-commerce "branding". "
On the Douyin platform, Huaxizi has made great efforts in the distribution of popular short video content and store broadcast channels.
From July 14th to August 14th, a total of 76 short videos carry Huaxizitian Cat’s flagship store’s Tanabata gift box link removes the official account of Huaxizi (Florasis), which has 348.1w followers, and there are 15 celebrities with more than 3 million fans.
Judging from the release time, Douyin celebrities The release time of is basically concentrated in mid-to-late July, which brought about 2.92 million sales.
It is worth mentioning that the official Douyin account @花西子Florasis brought in 11 videos released
As for the sales of the gift box on the Douyin store, it was harvested by Huaxizi’s Douyin Blue V main account and the brand live broadcasts of 5 sub-accounts.
People conduct live broadcast cooperation.
Jumei speculates that this part of the celebrity video release will not only guide the sales of Tmall flagship store, but also circle the targeted placement of crowd packs, and feed back to Huaxizi’s brand store broadcast on Douyin. Account number.
At the same time,Through the "differentiated person setting + directional drainage" live room matrix, as well as up to 15 hours of live broadcast every day during the Qixi Festival, and the star guest live room, etc., Huaxizi's Tanabata gift box sales on the Douyin platform are basically the same. Relying on the form of "self-sufficiency", in a month, the sales of this single product of the Tanabata gift box was about 23 million.
Therefore, in the gift market, for the Qixi Festival, which has a more "Chinese flavor", for Huaxizi, who is positioned as an "The gifting of the crowd has made it possible for Huaxizi to achieve an explosion in sales in this year's Tanabata gift box.
: Opportunities and hidden worries in the male gift market
“There are millions of straight men in the world, and half of them buy Huaxizi.” According to the data of Feigua, the Douyin platform placed an order for Huaxizi Qixi Festival worth 999 yuan. Among the user population of the gift box, 88.46% of are concentrated in the male group , and 37.1% are young and middle-aged men aged 31-35.
In the decision logic of buying between the sexes, Alimama’s "Gift of Love" Marketing Insights Report released in 2020 mentioned that more than 70% of girls can make decisions in one day, while only 50% of men This process can be completed within the same time, and 23% of men even need more than 3 weeks to make a decision.
This makes straight men who know nothing about beauty products and want to buy cosmetics for their girlfriends, usually lacking decision-making reference and shopping recommendations. At this time, precision marketing of this crowd and holiday scenes is a very smart choice.
And the gift market for domestic products is not new.
Almost all domestic beauty brands have launched suits before, including the earliest Perfect Diary, Cating, and then to the past one or two years, such as Huazhi, Yehuo, Xiaoaoting, Intoyou, etc., have achieved good sales, and customers The unit price has been compared to international big names one after another, and the packaging has also shown a more "exquisite and complicated" style trend, and most of them highlight the "cost-effectiveness".
Some domestic beauty gift boxes
For example, Cating, a makeup brand that also focuses on national style,As early as 19 years ago, a variety of makeup gift boxes have been launched.
Katine’s marketing director Chen Jiexuan told reporters: “We will have different pertinence in our promotion, such as the trendy gift box that we co-branded with Ruoke this year, and the Qingpingle gift box. The product content focuses on Eastern romance. The target of promotion is mainly young people, which are products developed for men to give gifts.
The classic gift box-Summer Palace Bainiao Chaofeng lipstick gift box, is mainly for girls to use or give gifts regardless of gender. Different gift boxes are considered in the early stages of development Different marketing strategies."
Cating summer gift box
" Z generation is not very loyal to the brand, and may gradually lose interest in the full formal gift box of the same brand in the future. Stars of various brands The single-product mix-and-match sales method may become a breakthrough in the gift scene sales of collection stores. L'Oréal Group’s small beauty box is a prototype of this model." Cating’s Chen Jiexuan also told reporters.
L'Oreal Small Beauty Box
In the entire gift market, there are not only official sample combination gift boxes represented by the L'Oréal Group Small Beauty Box brand, but also many currencies that are interested in socializing with young people-milk tea, blind boxes , Games, etc., are also trying to use co-branded beauty to launch gift boxes to further grasp the Z generation of consumers.
As early as 2017, Hey Tea has launched cross-border marketing with Pui Lingfei brand beauty gift box. In 2018, HEYTEA and L'OREAL PARIS launched the HEYTEA COLOR lipstick gift box.
The cutting-edge brand Ruhuaxizi once again seized the market vents, obtained dividends and achieved new growth.
But there is still a lot of negative voices in the male gift market.
The reporter found that on the Xiaohongshu platform, there are many female "Tucao" notes who received the Huaxizi Tanabata gift box presented by their boyfriend.
Behind "I love my boyfriend, but I don't love Huaxizi",More voices focused on evaluation notes such as "not cost-effective", "straight male aesthetics", "buy you a Porsche for one million, but you bought fifteen Wuling Hongguang " and "bells and whistles".
On the Zhihu platform, some people also initiated "The subject bought a 999 flower box set. I think the price/performance ratio is too low. Can I return it?" and other topics.
Xiaohongshu's notes on the Huaxizi Tanabata gift box
As female users want to return more and more notes, Huaxizi's Xiaohongshu Blue V replied below to provide "15 days without reason Refund" comment. This may also be one of the starting points of the "heart protection service" that Wenshouhua Xizi included in the gift box.
Xiaohongshu: Huaxizilan V Reply Notes
Today, the cosmetic gift scene is not only reflected in the couples’ festivals, but also includes female consumers’ purchases, birthday gifts, Christmas and other festivals, and Corporate group buying, etc.
As today's large and small festivals in the market also make consumers face a lack of "energy", major e-commerce platforms have spared no effort to "make festivals", such as Tmall’s Double Eleven, Douyin’s 818, and There are "Super Product Days" of major brands. The whole market presents the status quo of homogenization of marketing and lack of marketing creativity.
It is a good thing to discuss the development of new platforms and new scenes through male gifts and new scenes like Hua Xizi.
Responsible editor @ summer children's shoes
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