Brand marketing in the beauty industry has a new template.
The fire of "Sister Lang 3" on video websites and social media has brought endless female strength and growth core to more people.
Brand marketing driven by "her strength" is also seeking a marketing path closer to women’s needs, standing with more women, so that their growth and needs can be seen and their strength can be displayed.
Just recently, Crystal, who was once again popular because of "Sister Lang", participated in an out-of-circle activity called "Bloom China Composition" with "Composition" as the core and "Bloom" as the slogan, which not only redefined content marketing, but also narrowed the distance between business and users in a brand-new way, causing the widest sympathy of users and letting users see the cohesion of growth forces.
Aauto Quicker, with the real user ecology, fireworks-filled content genes and smooth conversion links, has formed a perfect combination of two swords with the beauty brand matrix and authentic express service of JD.COM New Department Store.
A comprehensive business upgrade
In May this year, JD.COM completed the in-depth integration of goods and service capabilities of beauty, clothing, home, sports, luxury watches and clocks, and upgraded the fashion home business to "JD.COM New Department Store", focusing on serving young consumers.
On the eve of 618, the channel "JD.COM New Department Store" was launched in JD.COM APP, and offline stores with stronger experience were opened one after another. In the idea of "JD.COM New Department Store", there should be not only the full link of shopping, but also the complete combination of offline and online experience.
Taking beauty cosmetics as an example, JD.COM New Department Store has attracted many international beauty brands, such as Hailan Mystery, Estee Lauder, Guerlain, Givenchy, Kiehl’s, Shu Uemura, Shiseido (in no particular order), as well as a number of new domestic brands and small and medium-sized businesses in the industrial belt, by virtue of its basic supply chain and digital technology capabilities and high-quality user base.
On the one hand, JD.COM New Department Store itself is deeply cultivating quality live broadcast, and is also setting up its own professional beauty anchor team. As for the carrier of live broadcast, Wang Tao, general manager of JD.COM Retail Beauty Division, explained: "The live broadcast of beauty in JD.COM plays a similar role as a shopping guide, just like there are many customers in offline shopping malls, and our anchor is like a counter BA (beauty consultant), which helps users choose the cosmetics that suit them best and allows them to make purchase decisions faster."
On the other hand, outside the live broadcast room, JD.COM Beauty is constantly expanding its consumption scene. As we all know, the second quarter coincides with shopping nodes such as 520 Courtesy Season, JD.COM 618 and Qixi Courtesy Season."The gift-giving scene is highly compatible with big-name beauty products. With the help of node marketing IP, the gift-giving mind of big-name beauty can be further strengthened, and the incremental space under the holiday gift-giving scene can be opened up for the brand itself."Wang Tao shared his knowledge with Wall Street.
On the marketing node of Tanabata, as one of the main categories of "JD.COM New Department Store", beauty cosmetics is starting an all-round marketing service attempt, and Aauto Quicker is its best partner.
A two-way hand in hand
"JD.COM Beauty has been paying attention to user needs and new trends in consumption. Insight into’ ingredients’ is to open a window to communicate with users."Wang Tao, general manager of JD.COM Retail Beauty Division, mentioned the project planning of "Bloom China Ingredients" in cooperation with Aauto Quicker.
The data shows that in the beauty category of new department stores in JD.COM in June 18 this year, the efficacy skin care products represented by Winona, la roche-posay and Yayang really grew strongly. The turnover of nearly 10 functional skin care brands increased by nearly 100% year-on-year, and the turnover of functional skin care products such as squalane cream, second-throw essence and Bose essence increased by over 100% year-on-year.
Coincidentally, beauty users’ concern about "ingredients" is also reflected in the content production and consumption of Aauto Quicker platform.
On the platform of Aauto Quicker, ingredients such as salicylic acid, amino acid, freeze-dried powder, hyaluronic acid and nicotinamide have accounted for 74% of the search volume of beauty content ingredients, and the term "ingredients" which was originally far away from users is no longer strange, thus becoming a key window for beauty brands to meet the new needs of women to find, express and improve themselves.
Based on the unanimous tacit understanding between the two parties on the beauty industry, Aauto Quicker joined hands with JD.COM New Department Store to build a new content marketing field with "ingredients" as the core explosion point for many beauty and skin care brands.
Mao Haifeng, head of the content commercialization of Aauto Quicker Magnetic Engine, brought a "Aauto Quicker style" style to JD.COM New Department Store, an omni-channel innovative format of new fashion life collection."In brand marketing, we will first give play to Aauto Quicker’s real and pyrotechnic content genes and bring the value link between brand and content; Secondly, it will also provide the brand with a marketing link integrating quality, efficiency and sales based on the ecological ability of Aauto Quicker live broadcast, short video and e-commerce. "
At the beginning of this activity, Aauto Quicker joined forces with JD.COM New Department Store to make fashion Cosmo, and joined hands with popular star Crystal to shoot fashion blockbusters and theme TVC, using star scene stories and high-quality marketing content to help skin care brands break the circle with their component advantages. The video was played more than 15 million times.
Subsequently, weeding was carried out through star live broadcast+talent live broadcast. In the live broadcast, Crystal, a star, and Yan Yan, a component expert, appeared on the same stage, and the combination of traffic and specialty took into account the demands of sound volume communication and rational consumption to accelerate the transformation of brand sales. It is understood that the live broadcast related to the event has also attracted tens of millions of people to watch.
Not only that, the event was also strongly drained by setting up an aggregation page in the main venue of the event in Aauto Quicker, and the topic of "Bloom China Ingredients" was launched to stimulate users to share beauty-related content. As of August 24th, the number of works on the topic of # Bloom Bar China was 119,000, and the number of plays reached 1.44 billion times. The popularity of JD.COM App brand has increased by 98.3% in Aauto Quicker Station.
Outside the station, the two sides enhanced the exposure and influence of the event in all directions by means of matrix media communication, multi-category resource delivery, and linkage of JD.COM branch venue, so as to keep the event out of the circle and expand the radiation range of the brand concept of "JD.COM New Department Store can always choose the favorite".
According to official data, the topic of "Bloom China Composition" won two hot searches on Weibo and occupied a real-time hot list in Tik Tok. The media and self-media reports related to this activity were nearly 100 times, and the exposure outside the station was as high as 100 million+.
"This project is a good expansion and attempt to create momentum for China’s component IP with diversified marketing such as insight into the new trend of beauty components, new trends, good species of grass, and new Chinese aesthetic blockbusters, and to open up the marketing context horizontally and operate in depth vertically."Wang Tao, general manager of JD.COM Retail Beauty Division, commented on this cooperation.
"Trinity" IP Communication
The innovation of marketing model is also concentrated in data.
On August 23rd, Aauto Quicker released its new quarterly financial report, showing that Aauto Quicker’s online marketing service revenue in the second quarter reached 11 billion yuan. Under the challenge of macro-environmental uncertainty, the online marketing sector still achieved 10.5% growth, and its market share further expanded. Aauto Quicker disclosed in the financial report that,The ability of "providing customized solutions for diversified marketing needs of brands" and "combining brand advertising with effect advertising" has become the driving force for the growth of brand advertising business.
As Mao Haifeng shared, "the real user ecology and the content genes with fireworks are the unique values of Aauto Quicker." As a matter of fact, good content not only has a very positive activating effect on Aauto Quicker ecology, but also provides a good carrier and receiving point for brand customers. This is why Aauto Quicker has become an important partner of JD.COM New Department Store in the field of live broadcast and short video.
In the industry, 2018 is called "the first year of commercialization" in Aauto Quicker, and 2021 is called "the first year of brand marketing" in Aauto Quicker. After two years’ exploration and repeated demand docking with different customers, Aauto Quicker finally defined the brand marketing style by combining its own content ecological characteristics genes.
"First of all, Aauto Quicker has the trinity carrier of live broadcast, short video and e-commerce, and it is the ability to fully spread an IP to realize the trinity marketing result of" product ","effect "and" sales ".
That is to say, in Aauto Quicker, no matter what purpose advertisers come with, they can get the results they want.
The project of "Bloom China Composition" in cooperation with JD.COM New Department Store is an example. There are short videos of talented stars to plant grass to promote the brand, and live broadcasts to bring goods to realize the transformation between innovation and sales. At the same time, the topics in the station have also attracted attention and discussion to promote the production of related content.
Commercial field with "people" as the core structure
"The core of our ecology is talent, so this year we will emphasize the value of talent in the planning of marketing content, and introduce more projects to let talent participate and talent shine." Mao Haifeng added.
In the recently released General Case of New Market Commercial Marketing, Aauto Quicker clearly put forward the core play of "X+ Talent" in Aauto Quicker’s ecological marketing, which once again pushed the effect of talent to a new height in marketing.
Mao Haifeng believes that Daren is a key role in connecting content, e-commerce, traffic, brands and IP, so they are the core connection point and the bridge between brands and users.
For the "X+ Talent" model, Aauto Quicker side has given sufficient creative space and perfect incentive mechanism to encourage the production of higher quality and higher dissemination content, thus creating the most solid cornerstone for the commercialization of Aauto Quicker and the whole platform.
Aauto Quicker’s creative talents have established an identity and emotional link with other users of the Aauto Quicker platform, and this community culture is the indelible value of Aauto Quicker, which is also the key for it to be closer to users than other platforms.
Before this cooperation with JD.COM New Department Store on the project of "Bloom China Ingredients", Aauto Quicker had already made some achievements in beauty IP and using the native talents in the station.
At the beginning of this year, Aauto Quicker once launched a limited "Short Film of Female Characters in the Spring Festival" jointly with shanghai jahwa’s brands herborist, Yuze and Meijiajing, and reached a "touching" brand advertising sample with Guo Xiaojing, Tiedou and Guo Liuling as the starting point.
Among them, Guo Xiaojing, as the inheritor of a new generation of Peking Opera, has interpreted the essence and charm of the national quintessence and perfectly integrated it with herborist’s mission of inheriting Tai Chi’s oriental beauty; The belief that "everything can be achieved by strength" of Tiedou, an ice and snow elf who has become an extreme blogger from naked resignation, a public institution, is in harmony with Yuze, a professional scientific skin care brand with the same strength; Meijiajing’s idea of "leavening" to awaken extraordinary beauty is reflected in the ordinary life of Guo Liuling, the beauty of mutton beauty.
Through the concrete interpretation of female power, Aauto Quicker not only made users have a deep understanding of shanghai jahwa’s product characteristics, but also passed on the brand temperature and positive emotional value to every user.
The same way continues to this day. Now, the reality show "Sounds like Summer Flowers", which is being launched on the Aauto Quicker platform, interweaves live broadcasts with short videos to present it in multiple dimensions, enhancing the interaction and substitution between users and anchors, improving the content quality and enhancing the appeal to brand owners.
It is understood that the brand partner of this program "Taibang" is a new platform focusing on young people’s daily consumption, dedicated to serving the young people’s market in China, and promoting young people’s consumption and entrepreneurship through industrial upgrading, product marketing innovation and minimalist experience. With the broadcast of the program, the state bar has aroused further concern and discussion among young people, and gradually rooted the brand concept of "China Creation with Attitude" in people’s hearts.According to people close to Aauto Quicker, thanks to the continuous spread of program volume and the improvement of the influence of event anchors, many brand advertisers have approached Aauto Quicker for a marketing model based on anchor talent.
Under the same logic, it seems that we can understand from the perspective of "people" that Aauto Quicker spared no effort in entertainment, variety shows, short plays, sports and other contents last year. One of its purposes is to introduce more projects, release the potential energy of talents, and at the same time store energy for brand marketing.
Taking sports as an example, in recent years, Aauto Quicker introduced IP of top sports events such as Olympic Games, Champions League and NBA, which provided more opportunities for talents in the station to create content. At the same time, self-made derivative programs were used to let talents participate in it, and programs such as Snow Express, Snow Hero, Snow Team Encounter were created, and the self-made Olympic documentary "Twenty" was linked with talents’ resources to encourage the creation of content related to the Winter Olympics, which finally attracted more than 20 brand owners.
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If the effect advertisement is a math problem, then the brand advertisement is a language problem, and there is no standard answer to the brand marketing model.
The project of "Bloom China Ingredients" co-operated by JD.COM New Department Store and Aauto Quicker is a solution to the brand marketing model and a new template for brand marketing in the beauty field.
It is mentioned in this financial report of Aauto Quicker that the ability of "providing customized solutions for diversified marketing needs of brands" and "combining brand advertisements with effect advertisements" based on Aauto Quicker’s characteristic ecology may be the direction for Aauto Quicker’s commercialization in brand marketing in the future, using the trinity carrier of "short video", "live broadcast" and "e-commerce" to realize "product", "effect" and "sales".
In addition to "Bloom China Ingredients", Aauto Quicker is also actively joining hands with brands to keep the sparks blooming.
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