Hua Xizi, a mysterious new brand of makeup
In 2017, a new makeup brand called Huaxizi was quietly born in Hangzhou. At that time, Hua Xizi's first impression was mysterious and incredible.
As an emerging brand, Huaxizi was not well known when it first entered the market, and no one was optimistic about what this new brand could achieve.
However, with its extraordinary business methods and market strategy, Huaxizi rose rapidly in the next two years and became a new red card at home and abroad. It entered the market in one fell swoop with its unique packaging design, which made people shine.
and quickly opened up his popularity through Internet celebrities, making himself popular on social platforms.
By 2023, Huaxizi's popularity and sales have grown to the point where they are comparable to those of many years of old brands. This year, Huaxizi's sales volume was second only to Estee Lauder, an international first-line brand with a long history, and it has firmly occupied the second place among domestic makeup brands.
A mysterious new brand that rose in two years has now become a new star in the domestic makeup industry.
Huaxizi gives people the feeling that it was suddenly born, developed rapidly, and broke the original pattern in one fell swoop. Its rise and business methods are so rapid that all competitors are caught off guard.
Now, Huaxizi has become a new force that international brands cannot ignore.
High price and general quality, why don't girls love Huaxizi?
The price of Huaxizi is expensive, and some gift boxes are even much higher than the price of internationally renowned brands. The problem, however, is that this high price does not bring the quality of the products to match.
The actual quality of Huaxizi's products is uneven, which does not match its high price. Straight men like to buy Hana's makeup gift boxes for their girlfriends during the holidays, but the girls who receive the gifts have a very cold reaction, and many people don't like it very much.
They found that the quality of these expensive Huaxizi makeup gift boxes was not outstanding, and they might not necessarily use them.
Huaxizi mainly relied on luxurious packaging design and high-intensity brand marketing to gain the popularity of consumers, but failed to bring consumers a high-quality product experience that matched the price.
As a result, female consumers are not too interested in Huaxizi and do not think that it is worth the ticket price.
Huaxizi must face up to this problem, as a makeup brand, the actual quality of the product can bring word of mouth and sales. Over-reliance on fancy packaging and well-planned brand marketing is unsustainable, and Huaxizi must improve the quality of its products in order to gain the recognition and affection of female consumers.
Otherwise, in the cosmetics industry, which relies on consumers to understand the truth after a trial, Huaxizi's reputation will soon deteriorate. Huaxizi must adjust its pricing strategy, reduce prices, enhance cost performance, and invest more energy in improving product quality in order to continue to win the favor of consumers.
How did Huaxizi complete the brand rise in two years?
Huaxizi was able to complete the rise of the brand from scratch in such a short period of time, and its business strategy and market means are remarkable.
First of all, Hua Xizi wisely chose to position the brand in the subdomain of "Oriental Makeup", which was still relatively blank at the time, and successfully distinguished itself from other Western makeup brands and established a unique marketing position.
Secondly, Huaxizi attaches great importance to the design of product packaging, and applies traditional Chinese elements and colors to packaging design, MOST visual impact and cultural identity.
Many consumers are attracted by the exquisiteness of Huaxizi's packaging and can't help but want to buy.
Again, Hua Xizi found popular Internet celebrities and well-known artists to carry out grass-planting promotion. The grass planting recommendations issued by these key opinion leaders allowed Huaxizi to quickly open up its popularity among the young group and gain a loyal initial user base.
Finally, Hua Xizi keenly grasped the role of social media in promoting the makeup industry. Huaxizi actively deploys major social platforms, from Douyin to TikTok, to carry out comprehensive and high-density brand promotion.
This made Huaxizi quickly win the favor of young people, especially Generation Z.
It is this series of precise brand positioning and marketing strategies that has enabled Huaxizi to achieve the rapid rise of the new brand in such a short period of time, which has impressed the industry.
This laid a solid foundation for the subsequent development of Huaxizi.
Behind the huge sales, reputation and quality are the weakness
After achieving amazing commercial success and huge sales, the quality and reputation of Huaxizi's products were gradually exposed.
Consumers found that under the gorgeous packaging coat, the actual quality of Huaxizi products could not match the price, and there were certain quality problems. Huaxizi's rapid expansion has also led to problems in the quality control of its products.
In addition, the price of Huaxizi's products is high, and the quality of the actual experience is not matched enough, which also seriously affects its reputation among users. Many consumers feel that the price of Huaxizi is inflated and not worth the fare.
Once there is a problem with word-of-mouth, the negative impact on a Xi consumer brand such as makeup will continue to be amplified. Huaxizi must face up to this weakness in quality and reputation, otherwise it will limit the future growth of its brand.
If Huaxizi wants to achieve the sustainable development of the brand, it must be determined to invest resources to truly improve the quality level of its products.
Huaxizi should not only rely on packaging and marketing to attract consumers to make their first purchase, but also enable consumers to obtain satisfaction through product experience, so as to rebuild a positive user reputation and win consumers' long-term trust and loyalty.
This requires continuous investment in product research and development and quality management in order to truly become a first-class makeup brand.
Can Huaxizi continue to grow at a high speed?
After rapid growth in the early stage, Huaxizi is now at a critical moment of brand transformation. If it wants to achieve sustained and rapid growth, it must face up to users' concerns and criticisms about its product quality and brand reputation.
First of all, Huaxizi needs to appropriately adjust its product pricing strategy, reduce prices, and improve cost performance. At present, Huaxizi products are seriously misaligned with prices, and the product experience obtained by consumers cannot match the high price they pay.
Appropriately reducing prices can enhance consumers' sense of gain and rebuild the value proposition of the brand.
Secondly, Huaxizi needs to increase investment to truly improve the level of product quality. High-quality products can support higher pricing, but the current quality of Huaxizi's products needs to be further improved.
Huaxizi should strengthen product research and development and quality management to ensure that every product can bring consumers a positive experience.
Thirdly, Huaxizi can appropriately reduce marketing expenses and focus more resources and energy on improving product quality. Marketing alone can't buy long-term consumer loyalty.
It would be more helpful to reduce ineffective propaganda and shift the budget to quality building.
Finally, Huaxizi needs to reposition its brand strategy from a cutting-edge brand that relies heavily on marketing packaging to a sustainable brand based on product strength.
Only product strength can truly support a strong brand.
To sum up, Huaxizi is in a critical period of transformation. It must face up to its own shortcomings, adjust its strategy, and truly improve its product strength in order to win the trust of consumers and achieve the sustainable and healthy development of the brand.
I'm looking forward to a new Huaxizi that focuses on product and quality, word of mouth and repeat purchases.