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【美妆】走中国风路线、供应链加持流量红利——千亿规模国货彩妆的成长秘诀

放大字体  缩小字体 发布日期:2021-02-22  浏览次数:521
核心提示:(快消品讯)目前,我国线上彩妆市场从2015年不足100亿元,高速成长到如今已达千亿元规模。2020年,天猫+京东平台的彩妆销售规模
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(快消品讯)目前,我国线上彩妆市场从2015年不足100亿元,高速成长到如今已达千亿元规模。2020年,天猫+京东平台的彩妆销售规模超过500亿元,完美日记、花西子成为国货新龙头,彩棠等则成为崭露头角的新品牌。走“中国风”路线、供应链加持“流量红利”等成为国货彩妆快速成长的助推因素。

走“中国风”路线

《快消品》了解到。目前,国货彩妆很多都有中国风元素:

 

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完美日记天猫旗舰店和京东旗舰店均运用了有中国特色的“给荔红”色调,爆款产品为 “小细跟口红”。完美日记产品外观颇为精致,但单品价格都不高,口红、粉底液、眼线笔等不超过100元,动物眼影盘、天鹅绒金丝绒唇釉、小黑钻口红等,均是销量“10万+”的爆款。

 

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走高端中国风路线的花西子在产品上具有很高辨识度,同心锁口红主打“东方定情礼”概念,“浮雕彩妆盘”则把“百年朝凤”传统绘画作品运用在彩妆上,“苗族印象”“花开陌上”“洛神赋”等系列产品配合黛绿色和粉色等主色调,很受年轻人欢迎。花西子创始人花满天表示,花西子以散粉作为切入点,近期则将产品线拓展至粉底遮瑕和口红。

 

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中高端新锐品牌彩棠旗下的“苏绣”系列和“青瓷”系列同样走“中国风”路线,产品SKU在20个左右。

 

供应链加持“流量红利”

国货彩妆销售以线上为主,口碑打造也在各种社交媒体平台完成。而完美日记、花西子这类新锐彩妆品牌的成长都与“爆品打造”及“把握流量红利”密不可分。

 

《快消品》获悉,完美日记、花西子等的新品上市时间多集中于每年三四月和七八九月,依靠社媒平台充分营销“种草”后,再通过“618”“双11”的电商大促实现销量增长。彩棠品牌创始人唐毅则借助自身网络KOL的优势,联合主播薇娅,自去年9月起每月进行“美妆薇课唐”直播,形成品效合一的营销传播。

 

彩棠品牌创始人唐毅

 

流量红利的背后也离不开“大数据驱动+代工厂柔性生产”。区别于过去全球市场上美妆品牌的产品长达1年的开发周期,国货彩妆的产品开发周期通常能缩短至1到3个月。这主要得益于互联网模式下品牌与消费者可实现直接沟通,数据反馈也更快速顺畅,再加上代工厂与品牌方灵活的OEM(自主加工)、ODM(自主设计)合作模式,加速缩短产品开发周期。

 

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国货彩妆的快速成长及千亿元的市场规模获得了资本市场的看好,在消费升级与线上化大趋势下,新锐国货彩妆仍有较大增长空间。同时也有相关人士表示,彩妆行业随潮流变化快,产品同质化强,品牌在营销端、价格端竞争激烈。率先“跑出来”的头部品牌虽具备先发优势,但依然需要依托现有生产、运营和营销经验持续培育新品牌,构建集团化品牌矩阵,保持持续竞争力。

 

(资料来源:解放日报)


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