Since 2021, with the gradual implementation of new regulations on cosmetics supervision, the continuous rise of upstream raw material prices, the ebb of primary capital and other trends, the operation difficulty of the beauty market has increased significantly, and the choice of brand growth path has also changed quietly. The radical scale growth guided by flow dividend has changed to the steady expansion of long-term vitality. As the “second official website” of the brand, tmall beauty integrates sales, operation and membership. Through diversified tools and internal and external ecological coordination, tmall beauty can effectively realize the precipitation of brand assets and help the fine operation and high-quality growth of the brand.
Build an accurate and subdivided internal ecology, and tap and cultivate potential categories. With the popularization of beauty knowledge and the deepening of user concept, the industry shows a trend of diversification and differentiation. Tmall beauty has timely insight into and quickly tap the growth opportunities of subdivided categories, and cultivate trend categories that drive the growth of the industry. Taking the sunscreen category as an example, the platform has been building tmall sunscreen super category day since 2018. The self-made content analyzes category trends and user pain points, and links the brand to realize effective marketing of differentiated selling points. At the same time, KOL is invited to carry out progressive hard core grass planting, and the multi platform linkage has successfully broken the circle, passing the perceived consumption trend to the brand and users in both directions, so as to help the category and brand development. Based on the important strategy of cultivating new categories, in 2021, tmall will upgrade men’s care and perfume fragrance to a first-class category parallel to beauty makeup, and invest exclusive resources to cultivate a new “unicorn” brand in the next five years.
Promote the external ecology of connectivity and improve the efficiency of drainage and R & D. Content co creation: tmall and xiaohongshu, station B, xinoxygen, clove doctor and other external platforms jointly build content ecology, improve the efficiency of grass planting and achieve good results. For example, tmall launched its exclusive up master “cat every day” to settle in station B, and joined hands with many popular IPS of station B to establish tmall’s “meow Pavilion” to realize Wuxi Online Offline Communication Information Technology Co.Ltd(300959) two-dimensional interaction; At the 2021 insbeauty themed event, tmall beauty and doctor clove jointly launched a special series of live broadcasts, with a cumulative exposure of more than 100 million. Supply chain: tmall continues to increase cooperation with raw material suppliers. In 2021, tmall cooperated with international chemical enterprises BASF and chihuaton to establish T-Lab resource innovation laboratory; New product innovation center (TMIC) cooperates with Nivea’s parent company Beiersdorf to carry out new product innovation at the end of the supply chain; Tmall teamed up with 1688 platform to reach strategic cooperation with Dow, DuPont, Evonik and fenmeiyi, four international well-known raw material suppliers, and jointly build an “Innovation Incubation Center”. By opening up the upstream of the cooperative industrial chain, tmall beauty helps the brand obtain first-hand information at the end of the supply chain and promote the brand’s new product R & D and innovation.
Innovative and diversified tools to help brand precipitation and rejuvenation. User precipitation: the platform pays attention to the construction of membership system, and has formed a two-line pattern of “tmall 88vip member” and “merchant brand member”, providing merchants with the operation ability of consumers in the whole life cycle. Launch “brand annual membership day” and other marketing IP, establish tmall brand member club for promotion, and help brand members upgrade their services. As the starting point of Taobao live broadcasting, store self broadcasting has gradually become a normal operation tool for businesses. Through live broadcasting, members can actively reach and accelerate the precipitation of member assets. Product innovation: tmall platform sets up three departments: TMIC, tmall u first and tmall black box. Based on consumer feedback and demand insight, TMIC helps brand products create, select products and measure money, and plant grass efficiently; Tmall u first focuses on small sample business, caters to young consumers’ purchase habits and grass planting trend, and effectively reduces the cost of recruiting new members; Tmall small black box locates the new product marketing platform, excavates global new products based on artificial intelligence and digital technology, gathers overall marketing link resources, and fully strengthens the cognition of new products in a short time. With the help of the new full link solution, the new cycle of the brand is shortened and the success rate is greatly improved.
Risk tip: industry competition intensifies, the cost of getting customers increases rapidly, and the brand marketing model cannot adapt to market changes.
