Local explosives have higher cost-effectiveness and obvious selling points, and the cooperation between inside and outside the station to plant grass to explode
The value of explosive products mainly includes: 1. To gather customers for the new brand in the short-term and expand the sales scale; 2. In the mid-term, continue to deepen consumers' understanding of the brand and drive related sales; 3. Long-term stable brand market share, and continue to attract money through brand power.
The main features of local explosives are: 1. Appropriate price band + extreme price-performance ratio, inspire impulsive consumption; 2. Differentiation, obvious selling points can be reflected in vision, efficacy and even name, such as the tavern lip glaze of Perfect Diary. It can also be disruptive innovations, such as new or unpopular ingredients or formulas, or new or unpopular sub-categories, such as exfoliating mousse in half an acre of flower fields; 3. Spreading power and explosive power. Can quickly form a viral spread and form a positive cycle.
The main method for local beauty to create explosive products is: launching new products on the eve of the festival, and in the early stage, it is mainly exposed on various off-site social platforms such as Xiaohongshu, WeChat Official Account, Douyin, etc., and usually uses celebrity effects to accumulate a certain number of fans , Through the formation of word-of-mouth fermentation by the middle and long tail masters, the head celebrities or celebrities detonate and transform in the station during the festival. Combining resources inside and outside the site is common, but different brands or products have different focuses.
Analysis of the creation of local beauty products
The proportion of local cosmetics and explosive products has increased, and the difficulty of pushing explosive products has increased; basic categories account for the majority, but high-end categories have high barriers
Trend 1: Putting aside the low and peak season factors, with the increase in marketing costs and intensified market competition, the absolute number of explosive products has declined. From September 2020 to September 2021, the monthly sales of Taoxian platforms exceed 5 million single products. The number has dropped from 239 to 195, the life cycle of explosives has become shorter, and the difficulty of manufacturing explosives has increased.
Trend 2: Among the top 50 explosive products in sales, the proportion of local single products has increased significantly, from 50.0% in 2020 to 56.0% in 2021, and the proportion of makeup products has increased. Obviously, local explosives are characterized by mostly low prices and most new products.
Trend 3: In terms of category structure, categories with large bases such as facial masks are more likely to have explosive products, but their proportion is decreasing year by year. Some high-end categories are more likely to form strong barriers and stable and long-lasting brand power, such as essence.