Analysis of Huaxizi’s marketing promotion!

The AIPL model is one of the common marketing models, which includes four aspects: cognition, interest, purchase and loyalty. Brands can use the AIPL model to create corresponding marketing strategies to make users aware of and interested in the brand, and then use other media to promote users' shopping decisions and keep users loyal to the brand in the future. The author of this article analyzed Huaxizi ’s marketing chain using the AIPL model. Let’s take a look.

Behind every product there is a series of elements including the definition of business model, psychological research, and model concept design.

After the early product positioning, business model determination, product model concept design and various stages of the life cycle, products that are optimized according to the market and the product itself will be more oriented towards positive development and efficient operation.

When it comes to product models, we usually come into contact with competitive models - Porter's Five Forces, data indicator models - OSM, growth models - AARRR, marketing models - AIPL, FAST, GROW, etc. Different models solve different problems and play different roles.

1. Introduction

This article will mainly interpret the pride of domestic products - Huaxizi's use of the AIPL model to market to users throughout the entire chain on the short video platform.

Among short video products, everyone will think of Douyin, Kuaishou, Video Account, Bilibili... At this stage, while these products are expanding commercial monetization channels and extending product ecosystem construction, seizing users' usage time is also a top priority after the traffic dividend fades.

Let's do some calculations. The average daily usage time of users of national-level products Douyin and Kuaishou is as high as 99 minutes. The usage time in a week = 7 hours of sleep a night + a week's lunch break. Wouldn't it be nice to use this time to sleep or read a valuable book?

Oh...it smells so good! Of course, scrolling through Tik Tok and Kuaishou is a way to relax and entertain yourself after a tiring day at work. At the same time, you can also learn fragmented knowledge of interest and learn about current hot topics. The immersive experience and rich and interesting content will make 1-2 hours pass by unknowingly.

Spending such a long time on these short video platforms every day, have you also met some new Internet celebrities, learned about some new brands, and listened to a new popular online song, such as Sister Taozi from Shu, Hua Xizi, and "The Wind Rises".

AIPL is the process from the first time you see their short video to when you find it interesting, then you follow them, and finally you shop in their live broadcast room and join their fan group .

2. AIPL Model

The AIPL model is one of Alibaba’s three major marketing models (AIPL, FAST, and GROW).

The AIPL model originated from a marketing model in the United States. AIPL stands for awareness, interest, purchase and loyalty . It is the process of users seeing you → clicking on you → becoming interested → purchasing → repurchasing. In other words, it is also a conceptual model to measure the distance between a brand and consumers.

• A (Awareness): People who are aware of the brand. Includes people who are reached by brand ads and search by category words.
• I (Interest): People who are interested in the brand. Includes people who click on ads, browse brand/store homepages, participate in brand interactions, browse product detail pages, search for brand terms, receive trials, subscribe/follow/join, and add to cart.
• P (Purchase): Brand purchasing population, refers to people who have purchased brand products.
• L (Loyalty): People who are loyal to your brand, including those who repurchase, comment, and share.

That is the AIPL model: it is the first time that brand population assets are quantified and operated in a chain .

The words are concise and the points are clear.

After watching short videos for a few years, you should have a deep understanding that some new brands are gradually entering our vision and consumption choices through short video platforms. For example, the two dark horses of domestic beauty products - Perfect Diary and Huaxizi. In just 2-3 years, Perfect Diary and Huaxizi have broken through the growth ceiling of 1 billion annual sales of beauty brands.

2017-2020 is a window period for the growth of emerging domestic cosmetics brands. Before this, people were more likely to choose European and American big brands or Japanese and Korean popular and affordable brands. These brands have an advantage in large-scale and high-demand categories such as lipstick, foundation and concealer. In the context where consumers have brand recognition and brand lock-in consumption for these international brands that have been around for more than 30 years, how can emerging domestic brands stand out and enter the market?

3. Interpreting AIPL with Huaxizi

Then let’s talk about the dark horse “Hua Xizi”’s full-link marketing on the short video platform using the AIPL model.

1. Step 1: Awareness

After its establishment in 2017, Hua Xizi proposed the brand concept of "Oriental cosmetics, using flowers to nourish makeup". The entire brand interprets Hua Xizi's "flower shape, fashionable beauty", "classical window, oriental charm", "integration and symbiosis, balanced beauty", allowing the brand to have its own "cultural assets". With the rise of national trends, it has inspired the Chinese people to re-recognize domestic beauty products, and at the same time created the Chinese people's awareness of Hua Xizi's brand positioning.

We invited Du Juan, a Chinese model with a cool temperament and oriental charm, to be the brand spokesperson to tell the Chinese people that Hua Xizi wants to open an oriental window to the world.

After creating the brand positioning, we chose the "loose powder category" with "national style ink painting" design as the main category, and invited top beauty influencer Li Jiaqi to quickly recommend it through short videos on Douyin, so that the national trend brand "Hua Xizi" entered the public eye, and when the public heard the words "national trend" and "loose powder" immediately flashed in their memory.

2. Step 2: Interest

The rise of various national trend brands has subtly increased the public's acceptance of domestic beauty products.

Do you still remember Li Jiaqi brainwashing you like crazy, “Hua Xizi loose powder, I use it every day, what is a loose powder that is finer than smoke, 321... Wow~~~ It’s so smoky”, “The Double Eleven hot-selling loose powder is here, beng~~~ It feels like beauty filter when applied on the face, it’s shiny on the nose, and your base makeup, whoosh~~~ becomes matte”, and demonstrated on the spot how Hua Xizi loose powder and water can be separated like an insulator after being mixed.

Coupled with its classic and reserved appearance, affordable price, and unanimous praise from major beauty anchors, you will spontaneously believe that "Hua Xizi Loose Powder" can replace first-line makeup brands such as Givenchy and NARS, which cost only three or four hundred yuan.

3. Step 3: Purchase

Usually the process of purchasing a product is “seeking information → making a decision → placing an order”. Hua Xizi chose the super traffic platform - Douyin, and the beauty Baidu platform - Xiaohongshu, and used countless marketing methods that could reach users to frantically promote products and brands. After cultivating users' awareness and interest in products and brands, it directly chose the live broadcast channel with the strongest ability to bring goods, leaving users no time to make shopping decisions.

One day you entered Li Jiaqi's live broadcast room and found that he was broadcasting "Hua Xizi loose powder". The 149 yuan Hua Xizi setting powder is 100-200 yuan cheaper than the general big brands. You can get a discount of 10 yuan by getting a coupon and purchasing it in the live broadcast room tonight. It is limited to 20,000 pieces. You probably won't think about whether you need it now, but think that you will regret it if you don't grab it and you will lose out if you don't buy it, so you decisively complete your first order of Hua Xizi.

4. Step 4: Loyalty

When it comes to the loyalty and word-of-mouth spread of Huaxizi's purchasing population, I have a deep understanding of it.

During the period when Hua Xizi was very popular, my friends who used Hua Xizi's setting powder recommended it to me like crazy. They told me to switch to Hua Xizi, it's cheap and easy to use. Now there is a joint product between Li Jiaqi and Hua Xizi. Hua Xizi's Heart-to-Heart Lock embossed matte lipstick is so beautiful, and Hua Xizi's Oriental Beauty Makeup Box Set is so cool. Their eyebrow pencils are not bad either. There is no need to spend hundreds of dollars to buy those European and American brands. Isn't it better to save money and use it well?

Yes, for the good quality and low price I became a customer of Huaxizi and became more and more loyal. I think if you were in my shoes, you would probably buy a box to try, and it would be natural for Huaxizi products to replace it.

Hua Xizi perfectly utilized the AIPL marketing strategy to catch the "trend" and become a dark horse in the domestic beauty industry.

After understanding the AIPL model, what else do you think about?

4. Where is the other half of the advertising budget wasted?

There is a famous saying in the advertising industry by John Wanamaker: Half of the advertising money is wasted, but we don't know which half.

After understanding the AIPL model, I personally think that half is used to cultivate users' brand awareness and product mentality. The direct effect of advertising is more quantified through statistical scales such as CPC, CPM, CPA, etc., but the first time users browse and generate cognitive memory cannot be quantified and counted in the output of the advertising.

The above is only my personal interpretation of the AIPL model. If you have any objections to the above views, please criticize and correct me.

Author: Chen Yao

Source: Chen Yao