In fact, in 2022, most domestic makeup is not very good.
In 2019, Perfect Diary beauty became the first Chinese brand to top the list of makeup on Tmall's Double 11, while Huaxizi also won the sixth place, breaking the monopoly of big brands in the makeup circuit. But last year, during the 618 pre-sale period, Huaxizi was the only domestic brand in the TOP10 cosmetics category, ranking 10th.
The GMV of major domestic cosmetics is even more dismal.
Even if Tao Doukuai's three platforms GMV superimposed, the sales of several domestic cosmetics brands failed to break 100 million. For comparison, on November 11, 2021, the final GMV of Huaxizi, Perfect Diary and colorkey were 307 million, 291 million and 190 million respectively; 618 in 2021, also 263 million, 190 million and 164 million.
The decline in consumer willingness and the price reduction of foreign brands have brought a great impact on domestic cosmetics, but in the final analysis, most domestic brands have not escaped the curse of "cost performance".
Early in order to seize the market, the perfect diary brought KOL/KOC release, IP co-branding, traffic star endorsement bombing style of play (now this kind of play is not new). In this kind of Internet celebrity marketing, it seems to get a large number of users, but these people are difficult to become the long-term target group of the brand. For example, during the pre-sale period of 618 last year, the subsidy promotion of Perfect diary was reduced, so it fell out of the TOP10 makeup products. Therefore, how to cultivate brand loyal users is the key.
Some brands have their own solutions.
Clear brand concept
As Huaxizi powder and other products continue to circle, and further increase the goodwill of consumers. There is also a "girl's heart" of Hwa, which is also very popular among Lolita circle, in the Japanese market also caused a great response.
Ace product
Compared with other domestic cosmetics, Caitang is priced a little higher, but it still has a large number of users as its products such as three-color contorting plates, concealer and isolation cream come out one after another. Last year, Chinese cosmetics brand Caitang replaced CPB in the top 10, according to Ebang Power.
On the contrary, perfect diary has not established a clear brand recognition for consumers. A person close to Kosmaisy (the core foundry of Perfect Diary) said that Perfect diary products do not have a clear goal in the development, sometimes what is popular in the market, regardless of the fit with their own, "today's European-American style, tomorrow's Chinese style, the day after tomorrow will change the sense of technology".
On the one hand, there is no clear brand concept, can only rely on low prices to attract consumers;
On the other hand, it is difficult to surprise consumers with large marketing expenses. For example, the original perfect diary please Zhou Xun endorsement fine with lipstick, the results are unsatisfactory. Zhou Xun is well-known, and has a number of film and television works out of the circle, often linked with a variety of international brands, perfect diary signing Zhou Xun want to improve the idea of tonality of the brand is not difficult to guess.
