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Omni-channel e-commerce | How can well-known domestic cosmeceuticals seize the opportunity to achieve rapid growth?

2022-07-29 20:32:00 【Runwise Innovation Consulting】

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As the domestic well-known medicine makeup brand,Yu ze growth is seen over the past few years,With excellent product and broadcast tuyere,Success in a drugstore market among the line.This article will analyze the jade ze exactly what style to break,And after the rapid rise in the difficulties faced by,为更多品牌发展提供新思路.

01 背景

3月16日,上海家化（600315.SH）发布2021年年度业绩公告.报告期内,公司实现营业收入76.5亿元,同比增长8.73%;净利润6.49亿元,同比增长50.92%,扣非净利润为6.76亿元,同比增长70.76%,为6年来最高水平.

Yu ze as Shanghai jahwa's brands,从2020年开始,Influence gradually improve.根据2021Shanghai jahwa online operations in the fourth quarter,Yu ze double tenth brand during a bright eye.According to the company official grand,2021年双十一大促期间,Electricity the whole channel增长约38%,Tmall or super35%,Spell gains a lot200%;The jade ze full channel growth super70%.In all Tmall brand深度会员运营中,Yu ze official flagship store into the big Tmall member elimination operation listTOP10.Skin care market medicine makeup brand has many craft,As a rising star jade ze can be fore,Rely mainly on grabRising track以及电商趋势.Shanghai jahwa grab the opportunity,但目前来看,Follow-up with the tremble said ehud Shapiro,Yu ze development remains to be seen whether can keep.
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02 成功要素

1、抓准Rising track,塑造差异化产品

随着生活质量的提高,The skin to the attention of a user is more detailed,Skin care differentiation market increasingly highlight.根据2019年U&A调查（图一）,中国80%Women think that there are various skin problems,The spot、泛黄、肤色不均、Blain to imprint the problems such as rising trend obvious.Since the outbreak of open,Due to long-term wear masks,皮肤敏感、Barrier damaged skin problems such as feed happen.然而,在此之前,Head brand the main areas of focus or whitening、Moisturizing and anti-aging,Main skin repair field of medicine makeup only a few small niche brand,Therefore a new blue ocean obvious.

Relative to other rushed into the field of新品牌And the well-known brand new series,In the field of medicine makeup jade ze playing with prepared for the battle is a.Yu ze was originally founded in2009年,Main is to repair the skin barrier.从2003年开始,Shanghai jahwa by“Medical research can fu”战略,The clinical medical、In the field of preventive medicine and biomedical science and technology and products to conduct a comprehensive integration,成立“Skin health laboratory science”,And cooperate with ruijin hospital affiliated to Shanghai jiaotong university dermatologist to establish“医研共创”项目.One of the first product jade ze——“玉泽皮肤屏障修护身体乳”,Even with ruijin hospital affiliated to Shanghai jiaotong university dermatologist for6年,经过1386After clinical validation listed.We are unable to scrutinize the information of true and false,但无疑,Hospital endorsement has greatly increased the jade ze to attract users and trust,At the same time provides the guarantee for product efficacy. 在这里插入图片描述

Hospital endorsement is not uniquely jade ze.Although founded earlier,But when the real into the market,Also have endorsed in hospital winona had fame,And to the three musketeers and LRP is called medicine makeup.在此背景下,Yu ze chose by price and product differentiation strategy,Capture the pursuit of cost-effective users.

在产品方面,Yu ze star products——Yu ze barrier repair cream,并开辟5GSkin age,The skin care concept and marketability of a step.在价格上,Yu ze early main“便宜大碗”策略,In addition to the essence of all products are in150元以下.The star of the same product,薇诺娜、The price of LRP in150元以上（每ml/g定价4元以上）,While yu ze in150以下（每ml定价3元以下）.To the price is lower,But for students of the main group,So do not constitute a obvious competitive relationship.️After has the fixed fans,Yu ze was gradually introduced higher-end products up guest unit price,According to the phase Tmall ship to store the data of investigation the present price in jade ze average baby135,With winona has138The average baby price no more.
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2、电商直播+B2K2C,Two-way influence on brand building

（1）Binding anchor head double-edged sword

Yu ze's success cannot leave to interact with taobao anchor,The influence of relying on jia-qi li,Yu ze fired brand awareness in the field of live to take goods first shot,Through the air after the communication with the consumer education directly into,达成了“Product effect resonance”的效果.2019Yu ze double tenth year by working with taobao anchor head,销售额同比增长150%.据统计,2020In the first half of the jade ze cooperation with jia-qi li28场直播,直播日GMVContribution of brand alwaysGMVAt about the proportion of70%The incredible Numbers.仅2020年618期间,With two anchor head（薇娅和李佳琦）Cooperation frequency up to9次,与此同时,The is the height of the growth of performance,整个618Yu ze during the period ofGMV超1.62亿元,实现了800%的同比增长.

实际上,在19Years before the jade ze's growth is very slow,With the heat of the electric business live to realize rapid development.Yu ze from entering goods began to live,Establish the depth of cooperation with jia-qi li,Through jia-qi liWord of mouth influence扩大粉丝群体,Use the fans of the host economy obtained the first user.
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然而,从21年10Yu ze and jia-qi li announced after the cooperation,In taobao's performance during the month decline in51.24% ,The next two months Tmall number collection respectively in a shop71%和50%. After yu ze take refuge in eu her,But no longer cast,Under the influence of tax affair eu her quickly lok ma,Yu ze Tmall period ship stores this year1-2Monthly sales year-on-year decline22%,3.8Key to promote sales year-on-year fall38%.And the same two periods,Winona achieved year-on-year39% （1-2月）和41% （3.8大促）的增速.

From now on can see,Yu ze relationship with the jia-qi li this binding for jade ze early recognition of the is play an important role in,But as a result of jade ze didn't put the consumers into their loyal users,Therefore after the termination of relations of cooperation,Sales and awareness are affected by the great.In fact, many Chinese skin care brand,Passive depends on the anchor head are facing problems,When working with traffic bonus,But as long as the unbundling will appear fans lost,甚至被流量反噬.Like flowers before the west was dubbed jia-qi li to work,Until the late please face,Its marketing gradually out of the woods.Brand to eat流量红利是短暂的,平台流量Also by ChengHongHai,Brands have to focus on the long-term brand value,Through brand construction in compound interest,And building brand护城河Can she made life.
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（2）通过B2K2CStrategy and consumer trust relationship

The main medicine makeup brand marketing,Word of mouth occupied important.To expand the brand influence,Yu ze in the little red book platform throughKOC（关键消费者）The content of the transmission to establish trust relationship with consumers.与明星相比,KOCThe characteristics of is real,消费者+Acquaintances of double identity makesKOCCan more easily into the consumer group,Subtle guide other users consumption. Small and medium-sized brand for some fledgling,通过KOCThe first shot of "propaganda war,Can yet be regarded as a cost-effective私域营销方式.

03 Yu ze development dilemma and solution

1、过度依赖头部主播,Lack of user operation

Leave jia-qi li turned to the operation of the eu her let jade ze reputation and brand image in the consumers adversely affected,After the eu her out of the tax evasion storm,Yu ze's largest sales channels are almost closed,Only by the store since the information is difficult to achieve the influence of the anchor head and purchases.我们观察到,The jade ze shops by members is needed to purchase products,I don't know whether to achieve membership growth pressure,But the zhichang purchase way is likely to cause the audience rebellious attitude,Further affect product sales.

而在私域运营层面,Yu ze public domain drainage and user operation mechanism is not yet mature.Yu ze WeChat end breaks and membership rights and interests of the small program with taobao flagship store close to,It is hard to fans into私域流量.As a leading professional medicine makeup skincare brand,Its size WeChat public tweets mainly revolves around marketing,The content of the lack of continuous nutritional users and activate the user play.Successful cases can reference clove doctor,To provide users with value continuously through the content of the medical science,Again invite experts in special platform for the public, the drainage.

2、The late product r&d spending less,Innovation lags

Yu ze in eat to直播红利之后,Lack of r&d for new products,Instead, marketing costs rising.2021Jahwa total marketing costs of29.47亿元,占比高达38.54%,And r&d is only7900万.事实上,This is a common mistake many brand,In the long term brand easily is in a state of glide,缺乏创新活力,It is not easy to meet the needs of consumers at different stages.Medicine makeup to protect skin to taste or want to product is king,如果不能够持续创新,It can only be gradually eliminated by the market.

04 总结与启示

Yu ze in live firmly established with goods of,水能载舟亦能覆舟,Live in heat gradually retreat today,Yu ze the go？

Yu ze's success can be reference for,找准风口,Set up differential label,And the east wind sail is a shortcut to success.But sustainable development,Or want to products, first of all, for the king,Good product is a good word of mouth,Sustained innovation to meet the needs of the user.其次是做好用户运营,A new era of high prices in flow,Brand loyal audience,是实现产品收益The only way out of the sustained growth rate.

原文链接：All channels electricity | Yu ze fast growth, how to seize the tuyere？

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