How can cutting-edge brands use "application technology" to create the sustainable vitality of their products?
Source | Poly beauty
Author | At present, the creation of scientific brand content in the market is often disseminated with the influence of bloggers or celebrities, because celebrities have more C-end discourse. So, without relying on celebrities, how can new brands emerge and how can they continue to build the vitality of products?
In particular, the track of effective skin care not only requires solid scientific research to ensure efficacy, but at the same time, it is not easy to maintain growth in this highly competitive market. In this article, we have found a case of using beauty and effectiveness to maintain a continuous repurchase rate and gradually gain a firm foothold on the consumer side.
On December 23, at the 2023 Keyan Trend Conference hosted by Jumei and titled by Boxi Testing, Zhang Hui, the skin care ingredient analysis officer from the Xianse brand, brought the theme sharing of "How to Build a Vibrant Cutting-edge Brand from Technology".
The following is the best record:
First, let's look at how a regular product differs from a product that specializes in problematic skin.
Conventional products: market demand - product research - formula design - efficacy evaluation - sensory evaluation - mass production
Xianser products: mass production - product application - summary feedback and application method - method popularization - summary feedback - confirm application
From the above ideas of creating products, it can be seen that the biggest difference is that after the products of Xianse enter the market (the B-end of thousands of companies across the country), they continue to summarize the feedback, verify it in practice, and add the real use feedback of the C-end to explore a set of application methods, and then popularize it.
In the process of exploring application methods, Xianse will also encounter shortcomings and problems. At this stage, we continue to accumulate, adjust and optimize the application method until we confirm the precise targeting and application process of the product on problem skin, and then spread it nationwide.
Therefore, it can also be said that in the feedback and "extreme" application along the way, we have re-understood the relationship between technology and brand development.
Application + Technology = Repeat Purchase
From a technical point of view, it solves a lot of barriers for the product, and can be used as an advantage for publicity, which also shows that consumers are eager to buy and are willing to pay for your technology.
However, we believe that "application is the soil of technology", and under the continuous accumulation, adjustment and optimization, application can make technology take root and sprout, and at the same time, it can also reverse the rationality of technology and the value generated by the application itself.
For example, at that time, we designed a whitening serum called the Wrapping Brightening Serum, which was formulated with the concept and mechanism of intervening melanocytes to receive signals from antagonistic melanin production α-MSH.
In addition to the package, the product has also carried out targeted technology and various tests, such as B16 cell test brightness observation, etc., the entire analysis mechanism is relatively comprehensive, we found that the whole pathway is very ideal, but when applied to the market, its effect is not significant, and it cannot meet the consumer psychological demands for this product.
We look forward from the feedback process of the application side, think about the rationality of the design of the technical section, how to ensure the short-term effect of the product at the same time, maintain the long-term effect, or how to make the short-term and long-term effects have a continuation?
We can have a lot of technical publicity, but if the application is wrong, it is like drawing a cake for consumers, and the effect may not be eaten + not delicious, and it may be eaten wrongly, then we should consider applying this end to reverse the technology, so that the cake can be landed.
In addition, it is necessary to carefully consider whether the "design" is reasonable when reversing the technology, so as to reflect the value of the design.
But if you apply it correctly, it will bring about the "repurchase" of the product, so the repurchase can make the technology cycle turn, make the brand really live, and make the brand more sustainable.
Of course, this is also because of the repurchase brought about by the effect of the application, and over time, a good reputation has been formed.
Therefore, we believe that R&D represents a way of thinking, and application can see the results, so application, technology, and repurchase are a closed-loop system.
For example, a sensitizing moisturizing spray is mainly aimed at relieving allergies and relieving itching, but when it is applied, the product has been unsold for more than a year. Because in addition to the shortcomings of the packaging style, its skin feel is not satisfactory, and the price is more expensive than similar products on the market (at that time, the market was almost 300 ml of 180 yuan, and our product was 100 ml of 380 yuan).
"At that time, we asked ourselves why consumers would buy your product and were uncomfortable with dry and sensitive skin. ”
So we went back from the ingredients, formulas to processes. In the whole process, we repeatedly scrutinized one by one, combined with the situation of the store with problem skin, and focused on exploring the application, so as to finally apply it to the skin of seborrheic dermatitis and the wet compress in the subacute sensitive period, the effect is remarkable, and this product has achieved a growth from unsalable to 5 times. Therefore, for a product, what we need to think about is how to apply it to the extreme, and what kind of problem skin can really be improved, so as to realize the realization of application value.
Starting from technology, let the application achieve the product mission
At present, many products on the market pursue large and comprehensive, for brands that specialize in problem skin and want to improve problem skin, it is to pursue the "refinement and refinement" of the product, which skin type, which problem, and which stage this product is aimed at. For example, melasma is divided into stable stage, advanced stage and stable stage, in the advanced stage to be soothing, lightening is not the main grasp, so at this time you can use aminomethana, but in the stable period you can use some VC products or do some suitable projects, to the later stage of stability can add anti-aging products, correct the stratum corneum, promote collagen products, because melasma is not only black and red, but also reflects old, and easy to age.
Therefore, problem skin needs to be used accurately and refined to improve.
For example, acne is actually different for everyone, some people have adult acne, some are acne, and some are cosmetic acne caused by makeup, so the products used are different.
So how did Xianse move from R&D technology to applied technology?
In 2017, the first batch of products of Xianse invested heavily in their formulations and processes, but they were backlogged for more than half a year, and at that time we did not realize that the products did not match the needs of consumers. Because at that time, in addition to the widely used oral tranexamic acid tablets on the market, there was no product for melasma.
After a period of research, we found that melasma is difficult to treat and cannot be cured. With the help of a dermatologist, substantial progress was made, and the melasma was a vascular type of inflammation, so we targeted tranexamic acid as red and black.
In terms of application, we positioned the application of tranexamic acid serum in the red and black after laser surgery, the post-inflammatory color layer and the advanced melasma, which played a good role and brought the word-of-mouth effect of the product. As a result, there is such a saying on the market - red and black use tranexamine, and melasma uses tranexamic acid.
In fact, when a product has feedback in the market, we need to understand what the needs of consumers are, a whitening, moisturizing, repairing or multi-functional product, how to apply and match products to achieve the best effect, which needs to be explored all the way.
Xianse's journey is actually quite long, and it takes 1-2 years to polish a product to application. We're seeing results on the app side, which leads to word-of-mouth and GMV growth. This is the sales of Xianse in recent years, more than GMV1700 in 2018, more than 40 million in 2019, and more than 80 million in 2020, with an annual growth of about 45%-50%, and about 300 million this year (2023).
Although there is still a big gap between this volume and the big brands, we are in the rising period step by step, and the key point to reap such an effect mainly comes from the real feedback of online and offline users on the product, word of mouth. Because people with problem skin have a "uncomfortable" pain point, if they are improved, they are very willing to share, and in the process, word-of-mouth communication has been invisibly achieved.
That's the effect of the app, and the effect has generated word of mouth. You can take a look at the current data of Xianse, the GMV will reach about 300 million in 2023, and the net sales growth rate will be more than 45% (note: net sales are online and offline products without discounts and price reductions) and a very low return rate, less than 5%.
In addition, judging from the data of Tmall, the average customer unit price of Xianse's products is between six and seven hundred, and there are no discounts and preferential activities, including 618, double 11, double 12 and other big promotions.
In addition to its own deep roots and learning Xi, the company has also designed hundreds of courses, mainly including basic skin knowledge, photoelectric technology and facial diagnosis of problem skin, so as to empower the store. Whether it is product knowledge or expertise, store management, employee management, and performance issues, the company will provide support.
Because the problem skin is difficult to overcome, it needs to be deeply rooted in professional and practical operation, we will also hold salon meetings from time to time according to the needs of the store, such as acid brushing, acne removal and other early maintenance, operation and post-maintenance, etc., the store will straighten out the process in the process of learning Xi, return to the store to practice, and we will track at the same time, so as to truly achieve effective landing.
In addition, stores can also participate in the elite exchange meeting organized by the company every year to have an internal cycle and an opportunity to learn from each other Xi
It is worth mentioning that in 2023, Xanse proposed the management of the whole pathway of problem skin and the establishment of a central diagnosis system for problem skin, teaching stores how to walk the track of problem skin, how to operate, and so on. If there is a real difficulty, the store can submit the user's detailed demands and photos to the problem skin management center, and the company will organize elite experts to conduct a face-to-face diagnosis and accurate improvement. This is the accompaniment, landing and execution of Xianse.
The development of Xance has always been to leverage the word-of-mouth and repurchase of products on the application technology side, which has brought about continuous and stable growth in GMV.
In general, the technology application side brings the sustainable development and new harvest of new technology brands, thank you for knowing Xianse!
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——2023 Big Value Industry Annual Conference——
In the rapidly changing 2023 and the intensifying competition, the involution of the big value industry has come to a crossroads of evolution and switching. In this new round of development cycle, it can be said that challenges and opportunities coexist. In this context, what is the path of evolution of China's beauty industry? and how to adapt to the switch of technological outlets and smoothly pass through the complex and changeable industrial cycle? In response to the competition in the new era, on December 22-23, the 11th Jumei Conference hosted by Jumei and named by Shangmei Co., Ltd. - 2023 Evolution and Switch· At the annual meeting of the big value industry, we specially invited upstream and downstream cross-border experts in the industry, dermatology experts and professional beauty KOLs, etc., to conduct in-depth discussions on the technological evolution and power switching in the era of scientific brands.