Pay attention! To promote your product, you need to have these 5 product selection ideas

A cosmetic product costs a lot of money in every link from production to finished product and then to full-link marketing and promotion , but why is your product still not selling well?

Is it really that difficult to create a hit product?

wrong! Products without the idea of ​​creating explosive products will only go against the creators of these products.

Users are the promoters, and hit products must be created together with users.

The direct beneficiaries of the product are the users , so what is behind the users? It is the company's product strength, content strength and marketing strength . A hit product is definitely not created by the company itself, but is created based on product strength, marketing methods, and through user dissemination! A true hit product must have a strong hit product mindset, and its assist comes from only one promoter - the user.

When homogeneous products appear in batches, users have hundreds or thousands of choices in minutes. What else can you give users?

In this era of consumption upgrading, consumers just want one thing: what can attract me?

When a brand does not provide innovative products to users, it means it is heading towards death.

• Advertising is dead : The era of widespread advertising is over.
• Brands are dying : Many cosmetics brands have disappeared in the process of consumption upgrading.
• Products are dying : Products are being updated and iterated at an increasingly rapid pace, and some are dying before they even hit the market. Once a product is widely spread by users, it becomes a hit.

"How much?"

"Where did you buy it? Send me the link."

This is the most common way of communication. Products that users are happy to spread are hot products, so hot products must be created together with users!

Using MCN’s product selection thinking to explain what it takes to create a hit product

The reason why short videos have become so popular in recent years is inseparable from two factors:

One is the explosive nature of recommendation algorithm platforms such as Tik Tok and Kuaishou.

Different from subscription platforms such as WeChat official accounts and Xiaohongshu. Take Douyin as an example. Many cosmetics brands like Huaxizi, HFP, Half Acre Flower Field, Perfect Diary, etc. have placed advertisements on Douyin. It may cost 10,000 yuan to place an advertisement, but a Douyin video can generate sales of hundreds of thousands or even millions.

Second, the transaction path for short videos is short.

Douyin’s shopping cart is located in four very conspicuous locations: the personal homepage, the top of the comment area, the shopping cart interface, and the live broadcast pop-up window . In addition , users have developed the habit of purchasing directly through short videos in the Douyin ecosystem, which enables users to seamlessly connect with the brand’s Tmall flagship store, forming a short-link purchasing process.

In terms of product promotion, Xie Kuangliang, co-founder of MeiDa Culture, who has been deeply involved in media platforms for many years, said:

"To promote products on short video platforms, the first question is not who will promote it or how to promote it. The product is the first factor in promotion. If a product is not suitable for promotion on the Douyin platform, no matter how it is promoted, it will be ineffective."

How to select products and create hot items

These 5 types of product selection thinking must be included:

1. In terms of products, the platform and users should be considered first.

Taking Tik Tok as an example, its target user group is mostly aged 15-30. In terms of user usage time, according to QuestMobile's "China Mobile Internet 2019 Autumn Report", in September 2019, short videos led the entire Internet industry with a high increase of 64.1%, while the usage time of online video users has fallen out of the top ten.

When promoting a brand product, it depends on whether the promoted product is in line with the corresponding group and tone of the platform. If it is in line with the tone, the promotion scope will be wider.

2. In terms of price, whether the price of the product for the target group is generally acceptable.

Taking Douyin's main consumer group of 15-30 years old as an example, if a product worth 1,000 yuan is recommended, after deducting rent and daily expenses, spending 1,000 yuan to buy the product is indeed a heavy burden for most users.

For the brand, the overall promotion effect is definitely not ideal.

Currently, in Douyin short videos, the most popular products are priced below 100 yuan.

3. The selling points of the product.

Taking the PROYA Bubble Mask, the strongest product in 2019, as an example, why was the PROYA Black Bubble Sea Salt Cleansing Mask able to ferment and rise?

As for the black facial mask, as early as 2014, Angelababy made her first appearance on Running Man after the plastic surgery scandal. There was a funny scene in which Angelababy asked everyone to apply the black facial mask together, and the black facial mask became an instant hit.

At the same time, Su Mi's bubble mask became popular on Xiaohongshu, making everyone realize that applying a facial mask is not just a static thing, it is interesting, playable, and dynamic.

PROYA's bubble mask cleverly combines two mature and intelligent things, and achieves explosive success through the entertainment attributes of Tik Tok and interesting content.

In Xie Kuangliang's opinion, under the premise of ensuring product quality, more interesting and fun selling points can be added in research and development, packaging and other designs.

By using a certain point of the product to make everyone focus on the product, then the product itself and other parts will also be noticed.

As for short videos, it is a one-minute "eyeball economy". Brands should not only focus on the inner qualities, but the outer qualities are also important. As the saying goes: There is no need to spy on your pure heart through your sloppy appearance, and the same is true for cosmetics.

4. Video product comparison.

As the head of an MCN agency, Xie Kuangliang admitted that in short videos, products with contrasting features will have a higher conversion rate.

For example, body scrub can produce obvious contrast before and after use on chicken skin, which can easily stimulate user consumption.

5. Make differentiated products.

Take Yunifang's bamboo charcoal men's facial cleanser as an example. When everyone is promoting women's products, promoting men's products from a female perspective and guiding them to buy them for their younger brothers, boyfriends, husbands and male relatives and friends at home will have a better promotion effect.

Choosing products that match the platform’s tone is only the first step towards creating a hit product. Just as Xie Kuangliang said, strictly speaking, there is no specific boundary for "hot items". Some hot items will become classics, but others are short-lived.

Fundamentally it all depends on the quality of the product itself. Products that are over-packaged and lack substance will only become a short-lived internet celebrity product, while products that are both well-made inside and out will become an internet celebrity hit in the short term, but in the long run they will become classics that will stand the test of user use.

A brand may need a hot-selling product as a lever to drive traffic through the hot-selling product, let users know about the store and the brand, and thus guide users to pay attention to more products of the brand and achieve retention and monetization.

Author: Minghui

Source: China Beauty Network