Digital cloud released the 2022 white paper on digital operation of global consumers in the beauty industry: global growth solves marketing problems

According to public data ,618 period （5 month 31 Japan 20 spot —6 month 18 Japan 24 spot ） Beauty makeup （ Skin care + Perfume make-up ） The sales volume of the whole network is 410 One hundred million yuan , The year-on-year decline was nearly 20%.

For some brands in the beauty industry , The mid year promotion, which placed hopes on the performance of the first half of the year, failed to bring the expected boosting effect ,2022 The second half of , Traffic is still expensive , Marketing and R & D are still volumes , The production ratio is getting lower and lower ……

When uncertainty becomes the new normal of the industry :

Return to long-term management 、 Find a sustainable growth line , Can it be a way for brands to cross the economic cycle ？

Also a pioneer who once faced the dilemma of users and performance growth , How to break through the management dilemma 、 Through the growth cycle , Finally, it will create a global growth engine that matches itself , Gain considerable incremental ？

In order to help the brand win the lead , Find a sustainable growth line , Recently, the school of digital cloud marketing released 《2022 White paper on digital operation of global consumers in beauty industry 》（ hereinafter referred to as “ white paper ”）, It combines the efforts of digital cloud, beauty brands it serves and ecological partners , exceed 20 A beauty enterprise 、 Business experts participated in research or in-depth interviews . It covers industry trends 、 The game breaking method and the real breakthrough case are three parts , It not only comprehensively summarizes the first-line practical experience of the head brand over the past years , At the same time, the system refines 、 Precipitated an effective global growth model , With a view to providing more brands with landing 、 Executable 、 Effective reference and reference .

01

Competition intensifies and evolution accelerates

The global digital layout becomes “ The way to attack ”

2022 The impact of the epidemic in on the beauty industry is even greater than that of the previous two years .

As the central city of China's cosmetics core industry belt , It is also the main market for cosmetics consumption in China , Guangzhou 、 Shenzhen 、 Shanghai is here 2022 In the first half of the year, it was affected by the epidemic to varying degrees , The resulting supply chain jam 、 The supply of core raw materials is cut off , Inventory is urgent 、 A series of chain reactions such as the suppression of consumption desire , It has become the sword of Damocles hanging over the head of beauty brands .

In addition, the price rise of raw materials caused by the war between Russia and Ukraine , It makes things worse .

When “ Not sure ” Become a new normal , Brands in particular need to find “ deterministic ”, And continue to invest in it . Because this industry is still worth looking forward to , The market prospect is still beautiful .

According to Goldman Sachs 2020 year 7 Released on 《The Rise of Chinese Beauty Brands》 According to the report , China has become a global cosmetics （ skin care products 、 Make up and sunscreen ） The largest consumer market .

According to the National Bureau of Statistics ,2021 year , The total retail sales of cosmetics in China is as high as 4026 One hundred million yuan , Year-on-year growth 18.41%, What was created was 8 The largest increase in years .

For beauty brands , What I have experienced is the current cyclical pain common to the industry , steady , Find the right way , Be a long-distance runner , Win the cycle , The future will be better and better .

02

The whole business field has taken shape

Four models enable “ Global operation ”

According to tmall global , This year's 618 To present 3 A new consumption trend ： Consumption rationalization 、 Consumption circle and consumption personalization . Building digital capabilities around consumers helps brands gain insight into consumer needs 、 Deconstruct behavioral preferences , Or become one of the ideas to break the situation of beauty brands .

these years , As a service provider, digital cloud continues to participate in consumer operation services in the beauty industry , Several iterations , Precipitate a set of “ Four models of global operation ”.

That is, through system and policy support , Help brands cross channel 、 Cross platform implementation of consumer data “ Can be collected ”“ Recognizable ”“ Analyzable ” and “ Operational ”, With “ Digital management of global consumers ” and “ Global consumer asset based operation ” For the engine , Boost the brand to achieve sustainable consumer growth , Achieve the goal of long-term success .

It is worth mentioning that , stay “ Four models of global operation ” in ,“ Consumer growth ” It's not just about quantity , It's also value , It's based on data , Develop operational strategies through insight into users , So as to obtain more certainty 、 More dimensional value growth .

For example, optimize the conversion link of consumers from public domain to private domain , Increase by stock , Extend the brand “ Omni channel user access ” The breadth of . Another example is the extension depth , That is, to provide sophisticated operation services around the whole life cycle of a single consumer , In order to increase the customer unit price 、 Repurchase rate and fission capacity , Further enhance CLV……

03

Analyze benchmarking cases

Find the enterprise's own global growth method

The digital operation of global consumers brings a sustainable growth line to the brand , And it is also a long-term project .

However, the digital operation of global consumers cannot be completely copied , Successful experiences can be referred to but not copied , Brands at different development stages need to recognize their own development stages , Different needs , The focus of products and services required is also different .

So , The case part of the white paper is from nearly a thousand beauty brands of digital cloud services , Select beauty brands at different stages of development , Cut in from the general demand point of the brand at this stage , Output “ product + service ” Combined boxing , Such as

Beauty brands, mainly offline counters, are in the process of consumers' digitalization , How to coordinate the needs of all regions in the country 、 transfer BA enthusiasm ？

How does the beauty group balance the differentiation of multi brand management and the demand for the unification of group consumer assets ？

How can the private sector team not touch the customers of advantageous channels , Carry out independent customer expansion 、 operating , Create a new performance growth line for the brand ？

……

The value of digital operation of global consumers lies in , Help the brand see the whole picture of consumer demand , So as to optimize the omni channel operation service , hold “ Global traffic ” change “ Reserve ”, Realize the sustainable growth of multi-dimensional value .

But the difficulty is , There is no universal formula for digital operation of global consumers , The brand needs to choose a way suitable for its own development status , Continuously improve digital infrastructure 、 Continuously improve the operation capability of the whole region , And evolve with the development of the brand , To create more growth possibilities .

Besides , As a long-term project , Digital operation of global consumers requires brands to believe in the power of sustainable growth , And have the awareness of sustainable investment .

therefore , For those who have not yet set foot in the field but intend to set up a global operation , Or enterprises that have established a global business system and hope to further enhance the scale and value of the entire region , This book 《2022 White paper on digital operation of global consumers in beauty industry 》 It has considerable reference and reference significance .