Source: beauty headlines
Supported by Chinese people, 2023 can be described as a "highlight moment" for domestic brands. In particular, domestic beauty cosmetics, with a market share of 50.4% in 23 years, exceeded the market share of foreign brands.
How did China Beauty Brand Achieve "Overtaking in Curves"? In addition to the more competitiveness brought by hard power factors such as product strength upgrade, the atmosphere of national cultural self-confidence and the rise of social platforms have also promoted the double growth of sales volume and sound volume of China beauty brands.
For example, in Xiaohongshu, the brand can accurately reach the target population, get through the transaction conversion link inside and outside the station, and drive the global growth with the sound volume inside the station.
On April 24th, Little Red Book was held.Just Being Red ——2024 Little Red Book China Beauty Industry SummitWith the presence of representatives of domestic beauty brands and industry experts, we will discuss the better solutions for the upward growth of China beauty brands in order to promote the sustained and high-quality development of China beauty brands.
Looking forward to the trend of beauty industry in China
Provide marketing vane for domestic beauty brands
As one of the "highlights" of this summit,The commercialization of Xiaohongshu and Qingyan, an authoritative media in the United States, released the 2024 Xiaohongshu White Paper on Beauty Industry in China.(hereinafter referred to as the White Paper), which explores the development trend of China’s beauty industry, the future potential of domestic brands and the consumption behavior of characteristic people.
According to the white paper, in the last decade, the domestic beauty market has been soaring, with a compound annual growth rate of 13.18%, which proves its unique charm and strong strength. Among them, skin care products dominate the domestic beauty industry, with a market scale of 267.99 billion yuan and an annual growth rate of 14%. Cosmetic category grew rapidly, ranking second with a scale of 76.54 billion yuan and a year-on-year surge of 52.1%.Behind these trends, consumers’ favor and love for domestic beauty products and their growing power to the United States are reflected.
It is worth noting that in the process of consumers’ increasing favor for China beauty cosmetics, Xiaohongshu helps domestic beauty brands to seize users’ minds efficiently and open up new possibilities for China beauty brands. In the little red book, there are many discussions about the trend of skin care makeup, such as early C and late A, skin care makeup, Chinese old money style, etc. In this process, the little red book also helps the national tide and national style to occupy the public’s field of vision and help enhance the public’s cultural confidence.
In addition, the white paper also made a preview of the 11 major trends in the beauty industry and an insight into the 20 lifestyle groups in 2024 Little Red Book-"Meilijia Plus" people:
In terms of beauty trends, there are scientific skin care, new attraction of nourishing skin, exquisite Chill and oriental power UP in skin care, exquisite stacking Buff, hard strength of makeup, a new look at Cruch and a new awakening of culture in makeup, and facial skin care, high-end maintenance and home beauty salons in personal care.
From the trend of "Oriental Power UP" in skin care, we can see that in 2023, among the TOP100 hot search brands in Xiaohong Bookstore, there were 18 domestic brands more than in 22 years, and the number of views on the topic of # Domestic Light was close to 700 million, and the national visual products were also popular. It can be said that the improvement of cultural self-confidence has greatly stimulated the public’s consumption of domestic products.
We can also see the influence of cultural self-confidence on popular makeup in the trend of "new cultural awakening" of makeup. In Xiaohong Bookstore, hot search words related to Chinese makeup gradually increased, among which # Chinese old money wind search increased by 90,671% year-on-year, and # Yuanshanmei search increased by 12,71% year-on-year. It can be said that "Chinese flow is the real top flow" has become the consensus of the public, and the traditional culture of national style is becoming a new young trend.
From the above two trend examples, it is not difficult to find that cultural self-confidence in the future must be the key to the beauty care industry.
Regarding the crowd, Little Red Book returned to the essential "people" and "drivers" and summed up four driving forces for beauty.
For example, in terms of "me and me", beauty is the source of emotional value for inward exploration and self-pleasing, so beauty is blessed with "internal drive". Beauty headlines were found on the platform of Little Red Book, and more and more consumers began to pay attention to such meticulous self-feelings as "body feeling" and "skin feeling", and they would realize the co-cultivation of body and mind in the ceremony with healing atmosphere.
In terms of "I am close to others", beauty is a manifestation of personal charm in private relationships/intimate circles, so beauty is blessed with "personal charm"; In terms of "the relationship between me and society", beauty is appropriate in social interaction and suitable for proper self-presentation, so beauty is blessed with "physical strength"; In terms of "me and the pan-social network", beauty is also regarded as an energy, which enables individuals to be recognized, seen and recognized by a wider range of groups, so beauty is blessed with "influence".
This also provides a weather vane for China beauty brands to anchor the trend and grasp the crowd, and helps them seize opportunities and promote growth in the highly competitive market.
Open up new marketing ideas
Empowering brands to grow vigorously in all directions.
In the community of Xiaohongshu, users are distributed in multiple circles, and beauty brands have gained more room to play, making it easier to go from 0 to 1. This has also prompted more and more beauty brands to re-examine the value of Xiaohongshu and regard Xiaohongshu as a new growth position in marketing and operation.
At the summit, Raichu, strategic director of Xiaohongshu commercial domestic beauty care industry.Share itThe marketing value of Xiaohongshu lies in "efficient planting grass", "brand building" and "link trading".
First of all, in the matter of "planting grass efficiently", when beauty products are in different life stages, there will be different marketing demands. Therefore, Xiaohongshu puts forward differentiated solutions based on the introduction period, growth period, maturity period and rejuvenation period of products, and helps brands grow good products by planting grass efficiently in the whole life cycle.
In addition to "planting good products", Xiaohongshu is also empowering brands and achieving "red brands".
In Xiaohongshu, "Everything can grow grass", so how can mature brands seize the growth opportunity in Xiaohongshu? Compared with cutting-edge brands, although mature brands have popularity, user base and even large single products, they often face many complicated problems in their operation. Xiaohongshu believes that to find the certainty of brand growth, we need to return to products, be people-oriented, understand, understand and meet the new needs of users, occupy more consumption scenes, and break more people, so as to effectively drive the brand potential to explode.
In the decoding of the marketing value of Little Red Book in the third part of the White Paper, the natural hall with national recognition is taken as an example to show the journey of brand value rejuvenation. First of all, together with Little Red Book IP "Treasure Components in China", it conveys the brand’s strong scientific and technological strength, refreshes consumers’ cognition of the brand, and establishes the brand image of natural science and technology beauty cosmetics.
In the breakthrough of big single product and small purple bottle, Nature Hall fully accepted the heat potential of Himmer ingredients, accurately found old customers in Xiaohongshu with brand words and participles, and then sold 200,000 pieces through the crowd anti-funnel model from "brand crowd-elite category crowd-anti-aging effect crowd-component party crowd" to the pan-crowd during the period of 618.
In the promotion of the backbone polar holy water, Nature Hall and Xiaohongshu explored the high-related people of the brand and the attention effect of the old customers by analyzing the portraits of one group of the old customers of the brand. At the same time, they linked the characteristic IP in the station, precipitated a large number of real UGC evaluation contents, and achieved the planting of the brand fermented skin care concept.
Undoubtedly, Little Red Book is becoming a new business growth place for brands and businesses. Xiaohongshu helps businesses to make differentiated advantages in product upgrading, content access, user co-creation, buyer cooperation, brand live broadcast, etc., and builds a global business channel integrating "marketing+marketing" to empower the brand’s global transformation and word-of-mouth growth.
Run through the closed-loop link of global transformation
Incite high-quality growth
In order to welcome the "618" promotion, the summit also held a special beauty care selection meeting in Zhangjiang Science Hall, Shanghai, inviting 250 domestic and foreign beauty brands and 200 buyers of Xiaohongshu, demonstrating the powerful influence of Xiaohongshu in the beauty market.This product selection meeting also established a friendly and interactive direct communication field for brands and buyers, opening up the infinite possibilities of beauty care business in Xiaohongshu.
Buyers are the key players in the closed loop of Xiaohongshu e-commerce, connecting goods and users, planting grass and trading. For consumers, they can have a keen insight into the needs of users and plant related products for users in need; For brands, they give positive feedback to brand merchants about users’ real experiences, and share them in a personalized way, such as aesthetic taste and life concept, giving products and brands new business opportunities.
Therefore, as far as brands are concerned, how to achieve more tacit resonance with buyers and at the same time enlarge the value of adapting buyers is one of the key points in operating Xiaohongshu.
In the closed-loop link of Xiaohongshu, it is mainly based on the information flow of the platform, the search field, and the transformation of the live broadcast field of the brand and the buyer, so as to build an integrated business channel of "marketing+marketing" for the brand and help it realize the closed-loop business in the station. At the same time, based on the long tail effect of Xiaohongshu planting grass, a lot of traffic in the station overflowed, which finally prompted the brand to realize global transformation and the business jumped.
Take Afu, an elite oil family, as an example, from accurately stepping on the track to becoming the king, to the lack of products being fiercely pursued by rising stars, it has experienced several ups and downs. At the beginning of 2023, Afu embraced Xiaohongshu in an all-round way, re-attacked the category track, reshaped the brand awareness and reversed the market reputation by taking multiple measures. The three-pronged approach not only realized the rejuvenation of the brand mind, but also found the second growth curve of the business.
In this closed-loop link, there are three key stages:
High-point pulse is made in the starting stage: ① selecting products and planting grass; (2) Exploiting the momentum —— With the help of the IP of "Star Dream Plan" in Xiaohong Bookstore, Angel took the lead in exploring the closed-loop mode of star live broadcast of Xiaohongshu, and the successful sales of the first broadcast exceeded 1 million, successfully achieving the triple breakthrough of sales volume and word of mouth.
Stabilize the business chassis in the growth stage: efficiently use live star materials to put product notes, and the store will broadcast continuously for 4 hours every day. Long-term efforts are made for large single products, and at the same time, summer explosives are created to break through the seasonal restrictions of categories. In the end, notes+brand live broadcast contributed 60%+ store GMV.
Achieve sales jump in the outbreak stage: by building a complete buyer matrix, 20+ buyers will broadcast live every month, and at the same time, the brand will be broadcast live, 17 hours a day, and it will be rapidly advanced to a beauty brand of 5 million GMV per month.
Finally, in March of this year, Afu became a domestic beauty brand with a monthly sales of nearly 10 million in Xiaohongshu through high-profile live broadcast (head star/buyer/manager live broadcast) and continuous intensive brand live broadcast.
At the summit, Lingling, the buyer of Xiaohongshu, told the story of her encounter with Xiaohongshu Live and Yangshengtang. At first, I just love to brush and search, to share my life, and finally to share good things that can help everyone, so the road of buying a buyer began. In the future, Lingling said that it will continue to adhere to the standards of sincerity, efficiency and optimization, and build a bridge between brands and fans.
One beauty trend appears here, and one beauty brand grows here. Xiaohongshu has become an important position for users to buy beauty products and "do their homework" for consumption, and it has also become a breaking point for domestic beauty brands to continue to improve. Through Xiaohongshu, the spread of the brand is no longer a one-way communication, but a deep precipitation after running through the link, which includes both business growth and word-of-mouth growth.
It is worth mentioning that at this summit, Minako, general manager of Xiaohongshu Commercial Marketing Center, published the IP map of Xiaohongshu’s domestic beauty cosmetics in 2024. Among them, the most anticipated thing is that Xiaohongshu joined hands with authoritative media to launch the IP of Watching China. In the following season of "Looking at China", the two sides will work together to help domestic beauty brands show their scientific and technological strength, tell the cultural story of domestic beauty, and further help domestic beauty brands to take advantage of the wind.
With the blossom of the closed-loop path of Little Red Book and the attack of domestic beauty brands, we believe that China beauty brands will definitely look to the further future!