DBQ, uu!
The weather is cold and hot, I also have a cold, everyone must pay attention to it!
A few days ago, my old friend Lin Qingxuan was on the hot search, and these two brands that looked like they couldn't hit eight rods collided!
At that time, I wanted to talk to you about it and Chanel~ so today I will make up for it and talk about my thoughts.
Lin Qingxuan and Chanel's camellia dispute
On January 3, at 12:00, Chanel carried out a series of publicity campaigns on the upcoming red "Tsar" camellia series of skin care products, and under the popularity of Wang Yibo, Liu Wen, Zhang Junning and other stars, the number of interactions on its warm-up Weibo exceeded one million. A little later, Lin Qingxuan's founder Sun Laichun posted a long post on Weibo: This is Chanel's premeditated transfer to the black camellia skin care track, which is declaring war on Lin Qingxuan.
He said that Lin Qingxuan has never taken the initiative to provoke a war with international brands, but Chanel, as an internationally renowned brand, has poached a number of Lin Qingxuan front-line employees, and said that Chanel's transfer to the red camellia skin care track this time is not sudden but premeditated.
For such a situation, Xiaobian can only applaud and applaud, and praise Lin Qingxuan's wave of traffic marketing is really beautiful. At first glance, it is an accusation of Chanel's "improper competitive behavior", in fact, it is everywhere advertising for Lin Qingxuan's brand, and the article contains a lot of data and ingredient explanations, all of which highlight Lin Qingxuan's "good products".
To sum it up briefly
The owner of the domestic brand Lin Qingxuan said that Chanel was unfairly competitive
3 reasons are listed
1) Chanel poached some of Lin Qingxuan's employees
2) Chanel promotes "red camellia" products on a large scale
3) Most of Chanel's skin care products are OEM produced by OEM in various countries
In response to the long article of Lin Qingxuan's founder Sun Laichun, Chanel also issued a statement later, emphasizing:
Camellia flowers have always been used in beauty products and are used by several brands around the world. Chanel has been focusing on camellia products for more than 20 years. And in Gojac, France, Chanel has its own camellia plantation and plant analysis laboratory.
Finally, it is emphasized that Chanel has been a symbolic symbol of Chanel since 1913.
As a domestic brand, the courage to confront international brands head-on is also commendable. However, Chanel's entry into the camellia skin care track is not "premeditated", but "ancient". As early as 2016, Chanel had already launched camellia skin care products, so this is not a new thing, but Lin Qingxuan has put it on the line, and even involved in "ethnic hatred", which is obviously a big deal.
As for the "digging up" incident, I myself think that the flow of people is a normal market behavior, people are alive, and it is not also normal where to give money and where to go?
Over-reliance on blockbusters,
"Anxiety" from Lin Qingxuan
Speaking of this, I think everyone can see it more clearly, in fact, whether it is Lin Qingxuan or Chanel, they all have an indissoluble relationship with camellias.
In 2009, Chanel launched the camellia moisturizing series, the white melaleuca camellia as the main active ingredient, Chanel also holds a technology patent.
It can be said that Chanel launched the camellia series of skin care products earlier than Lin Qingxuan.
As can be seen from Chanel's response and previous documentaries, Chanel also has set up an open laboratory to focus on the study of camellias.
(It is said that it also includes two mother camellia seedlings that Ms. Chanel personally selected a century ago and has been cultivated to this day.) ）
Sun Laichun's statement that "the main force of the Chanel brand is not placed in the scientific research and factory of skin care products, most of which are OEM skin care products produced in various countries" is not true.
Founded in 2003, Lin Qingxuan is based on the concept of Chinese red camellia skin care, focusing on strong repair and anti-aging effects. With the advantage of origin and a number of patented technologies, its brand has launched a "camellia emollient oil" explosive single product. The single product once set a record of "selling 16,000 bottles in 2 minutes and exceeding 10 million yuan in transaction performance" in the live broadcast room.
And at present, Chanel has not launched a red camellia skin care oil product, and there is not even a direct conflict with Lin Qingxuan's star products, and the same raw materials are far from constituting unfair competition. Lin Qingxuan, in the absence of substantive evidence, accused Chanel of unfair competition.
If Chanel technically stole Lin Qingxuan's product formula, then Lin Qingxuan should take Chanel to court, rather than inciting and attacking public opinion on the Internet.
I think this should be caused by his lack of confidence in his products and brands
The target consumers of these two brands are obviously not the same batch, and everyone knows that this also produces a certain degree of passivity.
Lin Qingxuan obviously regards the red camellia as the core content, for example, eight out of ten official Weibo are popular camellia oil.
The brand mentality that has been exchanged for high-cost marketing has become vulnerable after the international brand enters the market.
Skincare efficacy is the king of success
After the incident was on the hot search, many people said that Lin Qingxuan seemed to be touching porcelain marketing.
From Lin Qingxuan's founder Changwen, you can also see that after hitting the red camellia, Lin Qingxuan tried to retain consumers and separated his products from Chanel's eagerness.
For domestic brands, to find their own core audience and users, to create a unique product efficacy, to build a moat for the brand to survive is undoubtedly the key to winning the market, if the domestic brand wants to achieve a breakthrough in the high-end market and get a piece of the pie, it is bound to have a strong product strength and characteristic advantages, to create hard-core product strength.
We definitely support domestic brands, but we hope that in the end it is quality, not capital!
With the upgrading of products, the competition of skin care brands has gradually shifted from the incremental market to the stock market, and the efficacy is becoming more and more segmented, and our consumers will pay more attention to the quality of products.
Therefore, domestic brands should realize that the recognition of products by the market and consumers is the first.
With the upgrading and adjustment of the industrial structure, the competition in the skin care products track has become more and more fierce, gradually shifting from the incremental market to the stock market, and the efficacy is becoming more and more segmented, and consumers are more concerned about the quality of products. In the future, the collision between domestic skin care brands and international big brands will not be reduced, and domestic brands still have a long way to go to highlight the siege.
After all, there is a saying that is good: playing iron also needs to be hard!