Cute and cute little eyes, cool and proud under the corner of the mouth, proud and milky fierce, to bring people simple happiness at the same time there is a healing power, debut only one year, it has captured countless girls' hearts, it is Pink Bear, 2021 just born in the domestic beauty of the new IP.
Because of its high appearance and high cost performance, it is loved by many Z generation people.
In the first month of its launch, the total transaction volume of its Tmall official flagship store exceeded 10 million; in three months, it was listed as Tmall's new girl makeup brand TOP1; the cumulative sales of the half-year brand omni-channel exceeded 100 million yuan; last year's double eleven, its eye makeup category exceeded 10 million sales on the Taobao Tmall platform, ranking no.1 in the cutting-edge domestic makeup and double 11 domestic makeup TOP10; in December, the cumulative sales of omni-channel exceeded 260 million yuan, and the total number of fans on the whole network exceeded 180W.
To say that last year's new domestic brand limelight is not "it", on the occasion of Pink Bear-Pippi's first birthday this year, the brand invited its sweetheart ambassador Cheng Xiao and many cooperative brands to celebrate the birthday, including M&M, chipmunk Toby, Lofree Lofi, ass drum, Teddy Treasure Teddy Bear Collection, ffit8, vegetable animal spirits and so on.
The person behind this IP that has received a lot of praise in the first year of debut, do you naturally think that it will be a little Lolita who also has a pink girl's heart? In fact, behind this very potential IP is a fashion promoter who is highly sensitive to the young state of Generation Z and new things.
PinkBear brand manager Daniel
Daniel is from the Ali family, has a natural sensitivity to e-commerce, has served in ochirly, Samsonite, Lilai, Belle Group, etc., he is optimistic and cheerful, careful, good at discovering beautiful things, like to read, is a heavy e-book enthusiast, very fond of collecting kobe sneakers and watches, love sports, running, basketball, tennis, badminton these are not a word. Pink Bear IP, under his impetus, has soared all the way and become a cute girly makeup brand loved by the younger generation.
He creates makeup with IP ideas and has been preparing for the IP of the brand: together with M&M's (the well-known chocolate bean brand you know) to form pink bean CP in the cherry blossom season, inviting girls to put on high-value cherry blossom makeup, eat a bite of cherry blossom powder beans, and enjoy the cherry blossoms.
On Weibo with the topic #Pink Me, Long Live the Girl's Heart, share the girl's heart image and the back story, etc., and pass on the beautiful girl's power to more people with the girls; launch a series of Pink Bear IP hand-made to accompany the girls to grow... Create makeup with a variety of fashionable and interesting ideas, let makeup play out of the circle, and be closer to the emotional needs of post-00s young people.
Sohu fashion exclusive dialogue
Sohu Fashion: What was the original intention of the brand to create Pi Ke Bear?
Daniel: We found that the Gen Z girl population really wanted makeup that was easy to use and fun to use. At the same time, I also hope to create a brand, its image is three-dimensional, full of emotions, can accompany girls every day, so Pink Bear came into being. "A little bit of beauty every day", I hope that every girl can guard her girlish heart. The brand image of Pic bear "Pippi" is such a cute IP image, bringing simple happiness to people and healing power at the same time.
Sohu Fashion: Is Pi Ke Bear's audience the emerging young people of Generation Z?
Daniel: According to our insight, the general trend of the Tmall category is a decline in lipstick and an increase in lip glaze. Among them, the proportion of lipstick big names is high, and the functionality cannot meet the Z generation of young girls. And the makeup age is getting younger and younger, and the audience is wider. We hope to provide some easy to use and fun products that are close to nude makeup and light makeup, accurately position cute girly makeup brands, and explore more possibilities for beauty with young girls.
Sohu Fashion: Whenever Pi Ke Bear launches a product, it always wins with appearance, which is also a kind of our brand marketing strategy? Is there a very special story in each co-brand that you remember vividly?
Daniel: Pink Bear has always maintained a push-ahead attitude in product creation. From pudding lip glaze and denim lip mud to bubble lip glaze, Pico Bear insists on originality and hopes to bring a different makeup product experience to the younger generation. In addition, we adhere to the 'three good' principle for all our products - good-looking, easy to use, fun. In terms of the style of product creation, we continue to make cute, girly, and playful products. In addition, the brand also attaches great importance to the safety of the product, and the product has also passed the rigorous test of SGS*, so that every girl of the right age can use it with confidence.
The joint name with SpongeBob SquarePants is actually equivalent to Pike Bear making good friends such as SpongeBob SquarePants and Pai Daxing, and creating a lot of interesting content together. We also want to enrich the core of the brand's "content" from different aspects, not just marketing.
(*SGS: The full name is the abbreviation of Société Générale de Surveillance, translated as "General Notary Office".) Founded in 1878, it is currently the world's largest and most qualified private third-party multinational company engaged in product quality control and technical appraisal. ）
Sohu fashion: Now domestic products have their own characteristics, such as national style, and Pi Ke Bear has a strong sense of fashion, as a domestic brand established for 1 year, what plans will there be in the future?
Daniel: Fashion is one of our important elements, and as a domestic brand, we are also exploring more possibilities. Pink Bear's brand color skin powder is actually one of our important features. Pink is a superpower that strikes straight at the good, a girlish heart that never loses, and the easiest way to get back to happiness.
Sohu Fashion: For you personally, how can the creation of a domestic brand be considered successful?
Daniel: It is better to be bigger than to be stronger, it is better to be strong than to do it for a long time, a domestic brand can be loved by consumers, and it can go longer, so that it can be considered successful.
Sohu Fashion: Do you feel that you are far away from the words cute and girly in your daily life?
Daniel: I don't feel very far away from myself. Looking at how to understand cuteness and girliness, I think it is actually a state of curiosity and exploration for young people and new things. In this way, I am still very "cute and girly".