When mentioning Cainiao Station , the first thing that everyone thinks of is its express delivery service. Since its establishment, Cainiao Station has been bringing users a new express delivery service experience, such as enabling digital upgrades, launching face-scanning pickup, online pickup and other convenient functions to bring users a more convenient pickup experience. However, Cainiao Station and Huaxizi, one is an express delivery brand and the other is a cosmetics brand, their products seem to be completely unrelated. How are the two brands connected?
It turns out that as Huaxizi’s logistics partner, Cainiao has been escorting Huaxizi’s smooth shipments and “overseas” throughout the process. In response to the stock explosion caused by some major promotions, Cainiao Beauty Supply Chain has launched a “three-piece set of omni-channel one-package, major promotion guarantee plan and digital supply chain” Support the growth of domestic beauty products; for domestic beauty products "going overseas", Cainiao has launched a full-link freight solution for brand overseas, providing Huaxizi with full-link logistics solutions such as warehouse-to-port, international air transport, overseas customs clearance and distribution, and each logistics node is tightly connected, and the overall timeliness is increased by about 20-30%, so as to prepare goods for Huaxizi's overseas sales.
It can be said that Cainiao Station and Huaxizi have a high degree of consistency in their concepts. Huaxizi uses excellent products to "renew" users' skin, while Cainiao Station uses smart services to bring light to users. The combination of the two wraps up the warm core of the two brands and builds a memorable brand identity in the hearts of the audience.
The father of modern marketing Philip Kotler said: "Only by bringing the brand to life can we truly get close to consumers' emotions, thoughts and even spirits, and they will become loyal users of the product." If a brand wants to be based on the long-term future, it cannot do without the support of society. Only by integrating into people's lives can it achieve long-term occupation of the public mind. It is not difficult to find that the alliance between Cainiao Station and Huaxizi is not only focused on immediate user and business growth, but also attaches great importance to the establishment of long-term brand asset value and the value transfer to consumers. This is the reason why the two alliances have been so successful.
