Analysis of Huaxizi's brand advertising creativity

Abstract: "White Snake: The Origin" is a big hit, Henan Satellite TV is frequently out of the circle, and Miss Tumbler is popular...... There are all kinds of signs that oriental aesthetics are becoming more and more popular with consumers. In terms of branding, the rise of Guochao is also an example. In the eyes of young people, the national style is no longer an old-fashioned symbol, but a more culturally attractive expression/marketing method that represents the new trend. As one of the representatives of domestic and national style beauty products, Huaxizi has successfully won the young market by focusing on the personalized consumption advocated by young people and integrating the national style into the brand's management.

Keywords: Huaxizi, brand, advertising, national tide

First, brand strategy

Huaxizi was established in March 2017, and after entering Tmall, the annual sales volume in 2018 reached 1.13 billion yuan, and the valuation reached 1 billion US dollars. According to relevant data, Huaxizi achieved a turnover of 150 million in the 618 promotion in 2020 alone, and Huaxizi successfully ranked among the top 10 makeup brands in the sales list on Double 11, beating luxury brands such as Givenchy and Armani. In just 4 years, Huaxizi implanted the brand image of Oriental Beauty into the minds of consumers, from obscurity to what Huaxizi has done now.

(1) Pay tribute to the classics and seize users through national style advertising

In the new consumption era, as a new force in China's marketing market, Huaxizi integrates the hot spot of national style with brand characteristics to establish a window for brands to connect with consumers.

How can the brand impress users through the national style and realize the ingenious integration of the national style elements and brand characteristics. Hua Xizi told the story of Zhang Chang and his wife by paying tribute to the classic animation "Zhang Chang Thrush", and launched Hua Xizi eyebrow pencil. And the concentric lock has become a witness to their love story of raising their eyebrows and tying the knot forever.

In the advertisement, Hua Xizi skillfully integrated the brand's Luo Dai Sheng flower eyebrow pencil and concentric lock lipstick into the cartoon, which not only conveyed the oriental romance of the brand, but also realized the natural integration of products and advertising content, and achieved the silent display of advertising information, and at the same time, gave Hua Xizi's concentric lock lipstick more cultural atmosphere and fashion sense.

(2) Cross-border alliance to redefine the national style beauty trend

In today's homogenization of marketing, differentiated content has become the key to brands. Huaxizi integrates the national style culture into the brand's culture, takes the traditional classical elements as the brand's capital, and leads the new fashion of the national style.

In order to realize the comprehensive radiation of brand culture and products, Huaxizi's cross-border co-branding has set foot in different circles and cultural fields, and pushed Huaxizi's unique oriental charm to the world stage. At the 2020 Autumn and Winter Fashion Week, Huaxizi chose to cooperate with Hanfu brand Misawa Dream to launch a pink Hanfu based on the national style, showing the charm of oriental culture and enhancing the value of the brand. In addition, Huaxizi joined hands with Luzhou Laojiao, one of China's four famous liquor brands, to jointly launch the "Huaxizi ×Luzhou Laojiao, Peach Blossom Drunk" limited customized gift box, which created a precedent for cross-border marketing of makeup brands and liquor brands. The two brands are both national fashion boutiques, and they have unique use of traditional cultural elements, so this gift box with strong Chinese style characteristics was immediately doubled after its simultaneous debut in the official flagship stores of Huaxizi and Luzhou Laojiao Tmall. In order to realize the penetration and dissemination of the national style culture of the Huaxizi symbol, the brand also carried out co-branded marketing for different circles, launched beauty products with the national style tone with the glory of kings, hired Zhou Shen as the promotion officer of Huaxizi to show the beauty of the brand, and cooperated with the movie IP "Mulan" to launch antique imitation makeup, establish interactive topics in social networking, and realize the linkage between the brand and users.

It can be said that Huaxizi has extended Huaxizi culture from the field of beauty to music, games, movies and other fields through co-branding with brands in different circles, which has reshaped the brand aesthetics while realizing the penetration of national style culture, thereby enhancing the influence of the brand and expanding the popularity of the brand.

(3) Use traffic to conduct brand content marketing

In addition to taking advantage of hot elements and marketing across different circles, Huaxizi also attaches great importance to content marketing on traffic platforms. In station B, Huaxizi and UP jointly launched imitation makeup, cooperated with Li Jiaqi's live broadcast, and at the same time continued to market on platforms such as Xiaohongshu and Douyin, under the popularity of short videos, Huaxizi successfully attracted the attention of users by paying tribute to the classic and retelling the story, realizing the interaction between the brand and users, and increasing the popularity and popularity of the brand while narrowing the distance between the brand and users, and realizing the promotion of the product.

In addition, Hua Xizi invited international supermodel Zhang Xujia as the brand's queen model. Zhang Xujia's unique oriental beauty temperament perfectly interprets Chinese makeup. In addition to female spokespersons, Huaxizi's male spokespersons also conform to Eastern aesthetic standards. The eyebrows and eyes are warm, like Zhou Shen, who is like a handsome son, not only his appearance, but also his voice is full of oriental charm. On the occasion of the fourth anniversary, Hua Xizi and 7 Oriental teenagers met unexpectedly, they are the Times Youth League. Different from Zhou Shen's calm and elegant, they show another oriental beauty. Freshly dressed angry horse boys, they are full of youthful and hot-blooded youthful spirit.

2. Product design

A brand can be recognized by users, which comes from the dual role of brand power and marketing power. For Huaxizi, high-quality marketing content has the icing on the cake, and its product power is the core competitiveness of the brand to quickly open up the market.

(1) Product design reflects oriental aesthetics

"Oriental makeup, make up with flowers", focusing on the words "Oriental" and "flower". In order to deepen the brand's "Oriental" imprint, Huaxizi not only developed the Dai Impression series products, but also launched the Miao Impression series before. The series takes the Miao intangible cultural heritage skills of Miao silver, Miao embroidery and batik as the creative source, and uses the engraving process and oriental miniature carving technology to show the mysterious and unique culture of the Miao people. At the same time, a series of products such as "West Lake Imprint", "Miao Impression" and "Dai Impression" have made the public believe that national beauty is the beauty of the world.

(2) The output of marketing concepts

According to the Huaxizi brand, its brand name comes from Su Dongpo's famous poem "If you want to compare West Lake with Xizi, light makeup and heavy makeup are always appropriate", which successfully established the brand positioning of Huaxizi as "Oriental Makeup". At the same time, the brand slogan of "Oriental Makeup, Flower Makeup" was launched, which realized the combination of Huaxizi's brand attributes and product positioning with traditional Chinese culture, and made more people believe in the brand positioning and cultural attributes of Huaxizi's national style makeup. At the same time, in terms of product creation, Huaxizi adopts a product research and development method that is more in line with the brand name and the traditional Chinese concept of skin care and skin care, focusing on flowers and herbal essences, and meeting the needs of users through the control of product ingredients, so that the health attributes of the product can be highlighted.

(3) Operation of brand image: virtual image of the brand with the same name

In order to create a three-dimensional brand personality, Huaxizi also announced the brand virtual image "Huaxizi" on June 1. "Clear water out of hibiscus, natural carving", "Huaxizi" image is another vivid display of the brand concept. For example, in line with traditional Chinese physiognomy aesthetics, the "beauty mole" that grows between the eyebrows of "Hua Xizi". The lotus leaf decoration on the ears comes from the impression of the West Lake of "infinite blue lotus leaves". The flower in the hand is "and Di Lian", which is a symbol of elegance and nobility since ancient times. There are also ruffled tops, earrings, non-aggressive almond eyes, and a classic oval face...... All in all, Huaxizi is explaining the connotation of "Oriental Beauty" from many aspects such as products, spokespersons, and brand avatar IP, influencing consumers' brand awareness and precipitating brand equity.

III. Conclusion

In recent years, brands such as Huaxizi, Perfect Diary, and Tangerine have become popular in the makeup market. There are also Zhong Xuegao, who became popular with the tile-style shape, and the cultural and creative ice cream that dominates the screen this summer...... One by one, each of them illustrates the importance of oriental aesthetics to the brand.

Hallyu, European and American style, Japanese style, etc. are becoming a thing of the past, and it is time for brands to draw inspiration from Eastern culture and show the aesthetic way that belongs to the Chinese people.