Analysis of “Hua Xizi”’s hot-selling product strategy!

What I am disassembling today is not a specific operational activity case, but an attempt to disassemble a brand's marketing strategy from a higher dimension. During the disassembly process, I will also try to present the methods and logic. There may be some unreliable places, please forgive me. If it is useful to you, you can leave a message to tell me, haha.

Brand Introduction

Under this year's economic situation, it seems that many new domestic brands are beginning to rise, and some brands are gradually coming into our view, such as Perfect Diary, Xiaoxiandun, Wang Baobao, Ramen Says, etc. In the field of beauty and cosmetics, there is such a brand that has counterattacked and become the king in less than three years from its establishment to now.

In 2019, the annual sales volume ranked among the top 10 cosmetics brands on Tmall;

During the 2020 epidemic, Tmall's transaction volume in Q1 was 458 million yuan, an increase of 644%;

In 2020, the Sixth Tmall Golden Makeup Award was awarded the title of "National Trend Pioneer Brand"...

The oriental fashion cosmetics brand that we are going to disassemble today is Hua Xizi . Hua Xizi was born in Hangzhou in 2017. Its philosophy is "Oriental makeup, using flowers to nourish makeup", and its product series include setting makeup series, base makeup/cheek makeup series, lip makeup series, eye and eyebrow makeup series, makeup removal series, tool series, etc.

Crowd portrait

So who are the people using the Huaxizi brand products?

We use a few simple tools to organize Huaxizi's user portrait. Here we use 360 ​​Trends, Baidu Index, and 5118 Webmaster Tools. Due to the limitations of a single tool, we use multiple tools for analysis to obtain a more accurate user portrait.

The following are the results of 360 trend search

From the search results, we can get some preliminary data:

For example:

The main users of Huaxizi have the following characteristics

Age: 19-34 years old

Gender: Mostly female

Region: Guangdong, Beijing, Shanghai, Zhejiang, etc.

Brands of interest: People who follow the Huaxizi brand may also follow brands such as Banmu Huatian, Pechoin, Yunifang, Perfect Diary, and Mary Kay.

Apps used: Taobao, Bilibili, Tmall, Xiaohongshu, Weibo and NetEase Cloud Music.

Demand distribution: We can see that they are interested in the loose powder of the Huaxizi brand.

When we feel that the data is not detailed enough, we can use other tools to search again for comparison. Next, we use Baidu Index to search. The following are the search results of Baidu Index.

From the results of Baidu Index, we can more accurately find out that the cities where Huaxizi's main users are located are Shanghai, Beijing, Hangzhou, Guangzhou, Shenzhen, Chengdu, etc. Therefore, we can know more clearly that Huaxizi's main users are distributed in first- and second-tier cities.

By comparing with the Baidu Index, we can continue to narrow the age range of users. It is mainly aimed at people under 35 years old, among which users under 30 years old are its main users. Judging from the distribution of interests, the user group of this brand should be a young group that is heavy users of the Internet, likes movies, TV and music, and is in the development stage.

Crowd demand

After knowing the approximate user group of the Huaxizi brand, we can further analyze the hot traffic words of the entire network through the 5118 webmaster tool. We can see that the top high-frequency words are loose powder, lipstick, honey powder, air cushion, eye shadow, etc. Closely related to Huaxizi's products.

By extracting question words, we can see the following types of questions users have about this brand:

1. Comparison with other products

2. How to choose the right product

3. How is the product reviewed?

4. Product quality

5. Price, quality and shelf life of the product

6. Product system

…

Product Structure

By checking out the official flagship store, we can see that Hua Xizi mainly promotes four series, namely foundation series, lip makeup series, eyebrow series and makeup removal series. Looking at the specific sales data, after sorting we can see that the top selling products of Huaxizi are air powder, triangle eyebrow pencil, and air cushion, which are very similar to the results of the previous analysis.

This analysis will focus on Huaxizi Air Loose Powder. Let’s take a look at how Huaxizi Air Loose Powder became a hit.

Hot product introduction

Product selling points

Fine: The powder is as light as air, fits snugly without being heavy

Moisturizing: The powder absorbs oil but not water, so it can be applied smoothly without drying or powder floating.

Setting: Petal structure oil control powder, increases contact surface, more effective in controlling oil and setting makeup

Nourishment: Add peach blossom and silk essence, silky skin care, fixed and nourished in one

shape

2 recipes, 4 colors

formula:

K03 is a mist-like makeup that solves the problem of severe oiliness (suitable for oily skin with severe oiliness)

No. 03 is like a mist , meeting the needs of daily oil control and makeup setting (suitable for all skin types and all scenarios)

color:

01 Skin like snow (natural micro-pearl):

Suitable for fair skin tones, creating a transparent makeup look, the glitter is a soft and shimmery light with a high-end feel

02 Yan Ruyu (natural matte):

Slightly matte natural color, creating a matte soft focus effect, suitable for natural skin tone and yellow skin

03 Makeup like fog (transparent matte):

White and slightly matte, creating a matte and soft-focus effect, not picky about skin color, and does not affect the color of base makeup

K03 makeup like fog (transparent matte):

Suitable for oily skin with heavy oiliness, no matter the skin color, to create a matte soft-focus effect

04 Peach-like face (soft pink with slight pearlescent):

Suitable for fair skin, brightens and improves complexion

effect:

Oil control makeup

Moisturizing and fitting

Hide pores

Peach Blossom Skin Care

No fragrance is added, and no ingredients that pregnant women should use with caution are added (no fragrance is added, no alcohol is added, no hormones are added, no fluorescent powder is added, and no ingredients that pregnant women should use with caution are added, so you can use it with confidence)

evaluate:

At present, the cumulative reviews of Huaxizi Air Loose Powder are about 1.03W, of which 3,365 are negative. Behind negative reviews there are usually users’ dissatisfaction or doubts. They are usually real feedback from users and can better reflect the users’ voices than positive reviews. Therefore, we organize the negative reviews with content.

Through the negative reviews, we found that the feedback from users who bought Huaxizi Air Loose Powder is mainly as follows:

1. The product is difficult to produce powder, the dosage is too small, and it is used too quickly.

2. The product’s makeup-holding power and oil-control abilities are average, and it’s easy for powder to stick and float, and there may also be color differences.

These are exactly the issues that users are most concerned about and that brands most urgently need to address.

price

From the data from Business Advisor, we can see that the price range of Huaxizi store covers three intervals: 30-80, 80-200 and above 200. The main price range is 80-200 yuan. By searching by price range, we can see that there are different competitors in each price range. At the same time, Huaxizi has also set up different strategies to deal with it:

Defense price range: 30-80 yuan

The main competitors in this price range are Innisfree, Zeiss, and Meiko Zinfandel. There are also many imitations and fakes, and we need to take proactive measures to avoid being encroached upon by competitors and fakes. To address this issue, Hua Xizi’s current approach is to recruit anti-counterfeiting officials.

Barrier price range: 80-200 yuan

Huaxizi occupies a dominant position in this price range, and there are also many big brands competing in this price range, such as Perfect Diary, Laneige, and Little Autine. The most intense competition is in the 100-150 range, so this is the price range that Huaxizi mainly cultivates. This price range is full of various competitors. In addition to emerging domestic brands, there are also many international brands. It is necessary to continuously build barriers to avoid accidentally losing the slight advantage in this area.

Offensive price range: 200 and above

This price range is mainly occupied by brands such as VINTORTE, Eubolide, Givenchy, and Mao Geping. Hua Xizi has placed advertisements in it, which should be a measure taken to target users with insufficient budget. In this price range, if there are better products, you can try and explore high-priced products. If you can occupy a position, you may be able to gain a certain market space. For this price range, Huaxizi mainly focuses on in-site advertising. When users may want to try domestic beauty products because of the price, it can promote their first attempt.

channel

Traffic structure inventory

Judging from the data, the traffic currently obtained on the PC side is less than that on the wireless side. The PC side should be dominated by the delivery of information flow advertisements, while the more noticeable traffic sources on the wireless side include Taobao Affiliate and Taobao Live, so this part of the traffic should be obtained from the outside. So we need to further check where Huaxizi has placed its ads.

Let's untangle the clues a bit:

1. Based on the previous user portrait analysis, we may have the following clues: users’ commonly used apps may include Taobao, Bilibili, Tmall, Xiaohongshu, Weibo, and NetEase Cloud Music, etc. Then we analyzed the off-site traffic, so we can look for clues in places like Bilibili, Xiaohongshu, Weibo, and NetEase Cloud Music.

2. According to the product reviews, the keywords mentioned by users include Li Jiaqi, Douyin, etc., so Hua Xizi should have also made relevant placements on Douyin.

Inventory of Huaxizi's own channels

Based on the amount of data, we can see that Huaxizi's main operating channels are WeChat, Weibo, Xiaohongshu, and Douyin. So let’s continue to move on and take a look at Huaxizi Air Loose Powder’s operational actions and operating status in this regard.

Promotion (internal)

Before disassembling Huaxizi Air Loose Powder, we need to look at the stages that the sales growth of the Air Loose Powder has roughly gone through. Only when we are clear about these situations can we be more accurate in the disassembly.

As shown in the figure above, I sorted out the monthly data of Huaxizi Air Loose Powder from the launch to the present, and found that there are three more noticeable points in its growth curve, namely November 2019, May 2020 and August 2020. These three time points correspond to Li Jiaqi’s live broadcast on Double Eleven, Li Jiaqi’s live broadcast recommendation on 520, and the continuous lottery activities after the new products are launched.

Next, let’s sort out the marketing actions of this product on different channels and see what Huaxizi has done on different channels.

Weibo section

• Before Double Eleven 2018, Huaxizi's air powder has always been exposed through lucky draws on Weibo. On May 17, 2019, #前世今生，缘结桃花# Huaxizi×Luzhou Laojiao joint gift box was officially launched!
• On June 5, 2019, @微博时尚 launched the 618#必败攻略# and designed a voting and lottery event
• Launched on June 7, 2019 #鞠婧祎0618生日快乐# forward blessing lucky draw event
• Launched on June 11, 2019 #鞠婧祎0618生日快乐# forward blessing lucky draw event
• On June 18, 2019, it was officially announced that Huaxizi was the designated makeup product for Mango TV's celebrity couple pregnancy life observation reality show "Newborn Diary"
• Released on July 6, 2019 #Ju Jingyi endorses Oriental makeup Hua Xizi# video
• Reposted a Weibo post by actress Medina promoting Huaxizi Air Loose Powder on July 24, 2019
• August 7, 2019: Huaxizi Air Loose Powder was newly upgraded
• On October 18, 2019, the West Lake Imprint Gift Box was released - [Peach Blossom Light Honey Powder]
• The must-buy list for Double Eleven will be released on November 10, 2019
• The new color "04 Peach-like" of Huaxizi Air Loose Powder released on December 5, 2019 is now available!
• December 12, 2019 Jointly launched a cosmetics gift box with Sogou Input Method
• February 2-4, 2020, release the promotional video and copy of Dujuan Air Loose Powder
• From April 2nd to April 14th, 2020, the Tmall Golden Makeup Awards Ceremony awarded Hua Xizi the title of "National Trend Pioneer Brand"! Congratulations to Huaxizi Air Loose Powder for winning the “Popularity MVP”!
• Zhou Shen promotional video released on April 22, 2020
• From May 10 to May 20, 2020, the People's Daily live broadcast special event, Li Jiaqi and Huo Zun jointly live broadcasted goods
• June 18, 2020 #鞠婧祎0618快乐生日# blessing lucky draw event
• Released the new upgraded "Limited Custom Air Powder" on July 18, 2020
• New product lucky draw event from July 21 to July 22, 2020
• September 10, 2020 Teachers' Day Lucky Draw

Summary: The main content disseminated on Weibo is mainly celebrity endorsements, KOL trials, joint marketing and daily lucky draw trials.

WeChat section

Summary: The main functions of WeChat operation and promotion are to recruit experience centers, recommend new products, retain users, etc.

Tik Tok section

Summary: Huaxizi's operation on Douyin is mainly aimed at monetization. In addition to placing category words in the keywords, it also adds search keywords such as coupons and new product recommendations. In terms of content operation, Hua Xizi mainly focuses on makeup teaching classes, oriental craftsmen, brand blockbusters and new product experiences. In terms of promotion methods, Hua Xizi uses the operation method of hot topics to expand the scope of dissemination, and completes the closed loop of monetization through video planting and coupon conversion.

Little Red Book Part

Summary: Huaxizi's operations on Xiaohongshu are mainly based on new product reviews, color trials, and some makeup tutorials. It is more inclined to accumulate word-of-mouth and collect user feedback.

Promotion (internal) summary

Huaxizi has developed corresponding promotion strategies in several major channels. The roles and functions of each channel are different. Through the connection and operation between channels, users can develop basic user habits from the time they first come into contact with the Huaxizi brand, thus completing the five stages of knowing you, understanding you, trusting you, respecting you, and following you, and forming users with high repurchase rates.

Relevant data can be added here, such as the data summary of exposure and the growth of official fans

Promotion (external)

Selection of delivery platform

If the operation of owned channels determines the brand's voice foundation, then external investment determines the brand's influence and coverage. Before launching the campaign, we usually need to evaluate the channels for the campaign. Some of the most important evaluation criteria are that our target users are on this channel, and the number is large enough and may be even larger in the future. Due to space limitations, we only choose Xiaohongshu for analysis here, and the analysis methods for other channels are the same.

Through the previous analysis, we can know the brand's user portrait, crowd needs and product structure. So why did the brand choose Xiaohongshu for advertising? In my opinion, there are two reasons:

1. The target users overlap with the platform users of Xiaohongshu, which means that Huaxizi’s target users are active on Xiaohongshu.

Xiaohongshu’s current user base has exceeded 300 million, of which more than 100 million are active users. Judging from the user portrait of the Xiaohongshu platform, Xiaohongshu's users are mainly female users, accounting for about 87%, and users under the age of 30 account for nearly 70%. Most of them are young women living in first-tier cities, which is very close to the user portrait we analyzed earlier. This shows that placing ads on this platform is a more reasonable choice.

2. The potential target consumer groups are gradually increasing and starting to radiate to lower-end markets.

In the beauty insight report released by Xiaohongshu, we found that the number of students on Xiaohongshu has further increased, and has gradually spread to third- and fourth-tier cities. This means that the potential target users on Xiaohongshu will continue to increase in the future. If you plan early, you will most likely be able to gain these users.

Advertising on it means that you can get more potential target users and have the potential for further improvement. Therefore, it is particularly important to layout Xiaohongshu.

Delivery data

So what is the promotion of Huaxizi Air Loose Powder on Xiaohongshu like? We have compiled the relevant data from January to September.

From January to September, Hua Xizi published a total of 220 notes about Hua Xizi Air Loose Powder, including 163 pictures and texts and 57 video notes. The content mainly consisted of reviews, makeup tutorials, and product recommendations. After reorganizing, we summarize the data as follows:

Judging from the above data, after February, Huaxizi's current launch has gradually stabilized, with occasional small fluctuations, indicating that the explosive period of Huaxizi's air powder should have been earlier. We continue to dig deeper into the previous launch data and summarize them to obtain the following table.

After finishing, it is as follows:

After summarizing the data, we can see that there are three time points when the delivery situation has changed significantly, which are the following stages:

From October to November 2019, the main marketing actions during this stage were the release of the West Lake Impression Gift Box and the official warm-up for the Double Eleven event in collaboration with Ju Jingyi.

From January to February 2020, we launched a series of related activities, including #回工妆挑战##卸妆脱出脸谱妆#, etc., to take advantage of the anti-epidemic situation.

From June to July 2020, there were intensive releases of information such as Zhou Shen and Fang Wenshan’s collaboration with Hua Xizi, the launch of the new upgraded limited-edition customized air powder, and Hua Xizi’s anti-counterfeiting efforts.

How to measure the effectiveness of delivery

Due to time, energy and tool issues, I will not continue to disassemble it here. I will just talk about the general idea:

1. Inventory the main traffic sources of the store

2. Continue to break down the traffic structure around the main traffic sources

3. Take stock of the effects of the brand's marketing actions, the resources used, and then find reference data such as the industry's click-through rate and conversion rate. We can then estimate the resource utilization rate, or from another perspective, calculate important indicators such as ROI.

4. Find these key influencing factors and further optimize and improve them.

5. Anticipate possible actions of competitors, design corresponding strategies to achieve breakthroughs, try to establish barriers after the breakthroughs, etc.

The above is the disassembly of this time.

Author: Zhizhong

Source: Shixian Operation