"Being a brand is an endurance race. Li Feng, chairman of Native Ofran, said at the 25th Brand Ceremony and Strategy Conference of Native Ofran, "This is destined to be a marathon, and only after multiple cycles can a great enterprise be created." ”
It is true that in the long process of brand development, the brand must run fast and run for a long time. At the same time, when the beauty market enters the stock market stage from the incremental market, the competition will be more severe. How to find increments from the stock market and build a new growth path has become the core proposition of the current cosmetics brand.
Native Oflan, a powerful brand that has successfully passed through the 15-year life cycle, took the lead in giving a clear answer.
On April 18th, the 25th Brand Ceremony and Strategy Conference of Native Ofhra with the theme of "Leading 2024" was held in Yunnan, where Native Ofhra deeply analyzed the core of Native Ofhra to maintain its strong vitality around the brand, products, technology, strategy and other aspects, and injected a steady stream of power into leading the year 2024.
PART.01
Adhere to long-termism
Outperform the market with brand and product reputation
What should we do when the traffic dividend peaks?
In this era of rapid birth of brands, only brands that have been polished for a long time can become valuable brands recognized by the market. This is highly consistent with the long-distance running strategy of the original Oflan, and after 15 years of running-in and development, it has undoubtedly become the No. 1 brand in China's front store and backyard.
Native Oflan firmly believes that the brand is the biggest source of traffic and long-term compound interest. Li Feng said bluntly, "When the dividend outlet is nowhere to be found, the brand is the dividend, it is the outlet, and the brand is the real king." Native Oflan is firmly committed to the brand's line. ”
▲Li Feng, chairman of Native Oflan
"Original ecology and big health characteristics of the differentiated route" is the brand characteristics of the original Oflan. Over the past 15 years, Native Oflan has been focusing on the research of original ecological skin care, pursuing the power of original ecology, creating natural, pure, safe and effective skin care products, and consolidating the brand positioning of original ecological skin care and great health preservation. Under the operation of the unique brand positioning, the development route of the original Oflan is in line with the current mainstream market demand, and it breaks through in the red sea of white-hot competition.
To be a brand, the accumulation of quality and reputation is a long-term solution. When it comes to the stage of incremental business to stock business, continuous output, implementation of high-quality development, and good word-of-mouth may be the breakthrough point to obtain new increments.
At this meeting, it can be seen that the native Oflan is fully prepared. On the product side, Native Ofhra has tailored two major single product strategies + ten core project strategies, super single products form a matrix of explosive products, and ten major projects form a service echelon, progressing layer by layer, and release new products in 2024 to help store sales grow rapidly with high-quality explosive products.
Li Feng said that the original Ofhran is not one or two popular products to dominate the world, but a scientific product system and project matrix. Therefore, with health, anti-aging and repair effects as the core effects, Native Oflan has created a rich, three-dimensional and comprehensive brand equity matrix to meet the multiple needs of consumers, create a specialized, professional and effective product and service experience, realize store increment, and achieve the effect of expanding, retaining and locking customers.
Under the dual play of brand + product, Native Oflan has been recognized by the market for many years, and has won honorary awards such as the top ten most trusted brands by consumers. Obviously, Native Ofran has seized the key to outperforming the market, and the next step is to achieve long-term repurchase with its products, lead the new trend of consumption, maintain continuous upward strength, and empower stores to continue to find new breakthroughs in growth.
PART.02
Product evolution
Take scientific research and innovation as the key to growth
Under the premise of the right strategic direction, the strength of Native Oflan's own software and hardware is also very important, which is the key to ensuring the smooth execution and success of the strategy.
What's more, there is no shortage of strong competitors on the beauty track, in the author's opinion, the original Oflan has become the first brand in China's front store and backyard, which is fundamentally due to the confidence given by "real skills".
It is understood that Native Ofhra has created its own unique scientific research moat from the aspects of raw material innovation, technological innovation, and formula innovation, covering the whole link from raw materials, formula, production process manufacturing to basic research and application, and constantly iteratively upgrading, and implementing consumer demands with practical actions.
From cooperating with international suppliers to cooperating with 10+ forward-looking global top industry research institutions, Native Ofran has carried out more than 30+ cutting-edge scientific research projects, and established a number of joint laboratories, which will develop and reserve more than 100+ invention patents; Anhui Agricultural University and other colleges and universities focus on R&D and quality management, and cooperate with a number of Chinese characteristic plant planting bases to truly realize scientific and technological innovation from raw materials to technology to products.
After the 15th anniversary, Native Oflan still takes every step of scientific research and innovation, stabilizes the foundation of the scientific research building, and builds the scientific research building high, creating a high-tech team that can quickly capture and respond to market opportunities. It is not difficult to see that the scientific research building of Native Ofhran is one of the concentrated points that can best reflect its strategic positioning advantages.
PART.03
The new strategy has been upgraded
Break through the barriers of brand traffic and channel traffic
The strategic importance of Native Ofhra is far more than the brand and product level, but the formation of a perfect closed loop of brand, product and marketing.
On the marketing side, Native Oflan continues to build momentum through novel marketing activities to enhance the brand's voice and reach more consumer groups. In 2024, Native Oflan aims at the Douyin traffic pool and makes efforts to embrace online traffic with content.
At the meeting, the signing ceremony of the original Oflan Douyin in the same city was held, announcing the official launch of the Douyin Skynet action, the cloud chain of 10,000 stores, opening up the online and offline traffic pool, and expanding the voice of the native Oflan.
Douyin City plans to take content marketing as the starting point, make full use of Douyin's public domain traffic pool, and strengthen the dissemination and promotion of video-based content, and will establish a full set of operational short video teams to output high-quality short video content. At the same time, Native Obfla will also carry out the Video Starlight Plan, encouraging all stores across the country to participate in the filming of content related to Native Oflan, including products, orders, services and other content, to build a comprehensive coverage and accurate reach of the marketing matrix, break through the barriers of brand traffic and channel traffic, and drive new growth.
In the face of the beauty market full of changes, the original Oflan's layout of Douyin's intra-city track can be said to be a very correct move. Different from the traditional store sales model, this step of the original Ofhran will subvert the traditional customer expansion model, link Douyin in the same city, through the in-depth operation of goods and fields, relying on Douyin's high-frequency traffic and content drainage, so that stores can horizontally reach more target groups and improve customer acquisition efficiency.
For the original Oflan, the more gains are the upgrading of scene shaping capabilities, as well as the construction of unique brand barriers, and the combination of "Douyin + stores" has landed a complete business model.
From the improvement of the product matrix, the construction of the scientific research building to the innovation of the channel strategy, the first brand in China's front store and backyard, Native Oflan has been trying to reshape the consumption scene, innovate products, upgrade scientific research technology, and meet the new freight scene and traffic in the new consumption era, so that Native Ofhra can cross the industry yesterday and usher in a tomorrow full of opportunities.
The beauty industry has entered a new cycle, and in the face of stock competition, brands must rely on innovation to pursue high-quality development and growth. Insisting on scientific research innovation, strategic innovation, and product innovation is the innovation of Native Oflan in line with the industry trend. It can be said that the original Ofran has gained a first-mover advantage in this battle for market traffic.