With the upgrading of people's consumption concepts, beauty products that "consume for beauty" have shown a strong growth momentum, among which functional skin care products are important "contributors" to the development of the beauty economy. When user needs are clearly presented, how can beauty brands make their products stand out from the fierce competition?
In March this year, the "Spring New + 38 Festival" double node, the skin care brand Proya (603605), which is deeply involved in Kuaishou e-commerce, launched a Women's Day theme activity, and took advantage of this activity to further optimize the assets of the R1-R5 crowd, precipitate brand members, enhance user brand loyalty, and lay a solid foundation for subsequent business operations.
Based on the core appeal of the brand, Proya quickly stimulated the purchase enthusiasm of new and old consumers by selecting brand pallets, planning user acquisition and promotion strategies, and launching diversified brand live broadcast room promotions. During the Super Product Day, the total GMV of the brand exceeded 30 million, and the GMV of the Big Day exceeded 10 million, reaching a peak in the past three months, and the number of new brand members exceeded 16,000.
The importance of crowd assets to brands is self-evident, and in the current situation of surging competitive pressure in the industry, rising costs for attracting new customers, and difficult to obtain high-potential customers, Proya still achieved two-way growth of crowd assets and conversion data.
1. Selected pallets + exclusive price mechanism for super product days to create a cost-effective shopping experience
As a leading skin care brand leading the development of the domestic beauty industry, Proya has been devoting itself to exploring new skin technology since its birth in 2003, creating high-quality products that are more in line with consumer needs, and has successively launched a number of star products such as the anti-sugar and antioxidant "double antibody family", the anti-wrinkle benchmark "ruby family", the "source power family" for strengthening and repairing, and the "energy family" for endogenous anti-aging.
After entering Kuaishou e-commerce, Proya has continued to invest in the construction of its own brand account, with a cumulative live broadcast time of more than 6,500 hours, far exceeding the industry average, and in 2023, the brand's self-operated GMV will rank at the top of the platform's skin care category list, and the number of cooperating influencers throughout the year will exceed 1,000, and it will be shortlisted in the top 10 skin care category distribution.
Based on the previous good business results, Proya also looks forward to taking advantage of the consumption node at the beginning of the year to attract more new users to pay attention to the brand, activate sleeping customers, stimulate the consumption of old customers through theme activities, and further enhance the interaction with users and lead more people to scientific skin care.
Brand pallets are the key to the success of an event, so in the early stage of this Super Product Day event, based on the insight into the portrait of target users, Proya selected Proya's ace big product with millions of sales, the pioneer of the concept of oxygen sugar bispecific antibody "Proya Double Antibody Essence 3.0", the newly upgraded "Source Force Cream 2.0", and the "Shield Sunscreen" with AIR ultra-film protection technology.
In addition, Proya also divides self-broadcast products into multiple categories such as exclusive spike products, Kuaishou platform hits, brand star models, brand new products, etc., and customizes the price mechanism of Super Product Day activities to stimulate user transaction conversion in the form of price discounts, more buys, and more gifts.
Through the "Selected Pallet + Super Product Day Exclusive Price Mechanism", Proya strives to allow consumers to purchase all the essential products for anti-aging, anti-wrinkle and sunscreen in one stop in this event, and give full play to the value of explosive products and welfare products with refined product division and ultimate cost performance, so as to meet the skin care needs of more consumers, further expand the volume of the event and promote the conversion effect.
2. Build a closed loop of "attracting new users, converting, and repurchasing", and the assets of the 5R crowd have been significantly improved
On the basis of the creation of fine pallets, Proya further optimizes the whole process of communication of activities, reaches the multi-channel crowd, creates a user business link of attracting new users to promote activation, transaction conversion, and precipitation and repurchase, and increases the number of people at all levels of the brand's 5R, so as to realize the precipitation of brand crowd assets.
In the early stage of publicity and water storage, Proya enhances brand exposure and product discussion through the foreshadowing and output of high-quality content. On the one hand, the brand joins hands with Kuaishou beauty, life and other vertical experts to plant grass, using the influence of influencers to let more potential consumers understand product information and enhance brand trust; on the other hand, the official account of the brand Kuaishou also releases the content of the event frequently, warms up for the super product day, and delivers highlight benefits such as "Water Milk Shoot 2 Get 11 Free" and "38 Promotions, so that you can achieve morning C and evening A freedom".
On this basis, Proya further realized the precipitation of hashtags on the site, used the brand's special live broadcast to expand the exposure of the event's explosive models, and took advantage of the popularity of the event to launch two new products, "Yuanli Cream 2.0" and "Shield Sunscreen", and at the same time, Proya also carried out omni-channel publicity at the same time to carry out off-site drainage.
Through adequate preparation in the early stage, Proya has widely attracted the attention of new brand customers and expanded the R1 and R2 crowds. After the official launch of the event, Proya shifted its operational focus from "reaching more people" to "interest, action, and loyalty group improvement (R3-R5)".
During the Super Product Day event, Proya built a user rights and interests system, and created exclusive rights and interests with personalized means of promotion to cultivate brand loyalty.
Specifically, the rights and interests system covers the links of "attracting new customers, transferring promotions, and repurchasing", and promotes the conversion of new customers to members through live broadcast room tools and interactive gameplay such as exclusive pendants in the live broadcast room, members-exclusive coupons, and members-exclusive live lucky draws;
On the one hand, the system has effectively improved user stickiness and made the brand traffic more stable, and on the other hand, the brand has further carried out hierarchical management of users to maintain high-value users, so as to more effectively precipitate private domain users and improve brand conversion rate.
According to the data, during the Kuaishou Super Product Day event, the asset accumulation of people at all levels of Proya brand R1-R5 has increased, of which the R3 crowd has increased by 127%, the R2 crowd has increased by 69%, the number of new brand members has exceeded 16,000, and the total transaction rate of R3 crowds has increased significantly in 38 major promotions.
3. Innovate live broadcast gameplay to create a big promotion atmosphere and ignite the rush to place orders
The creative setting and gameplay of the live broadcast room is the best choice for the brand to undertake the traffic of the event, and the "Crazy Eight and a Half" IP has become the first bomb for Proya to detonate the live broadcast room. During the event, the brand launched a limited-time new gameplay, and the brand director surprised the airborne live broadcast room to bring users a welfare mechanism, and the ultra-cost-effective products instantly increased the popularity of the live broadcast room and activated the order boom.
At the same time, in order to further stimulate the conversion of products with high customer unit price, Proya also launched the "6 interest-free" New Year's benefits; users can also redeem gold bracelets, mobile phones, floor scrubbers and other value-added physical prizes when they reach the consumption list;
In addition, Proya also took advantage of the popularity of "counter live broadcast" on the whole network to launch offline counter live broadcast for the first time to create an immersive shopping atmosphere and continuously improve the conversion of activities. During the event, the cumulative number of viewers in Proya's live broadcast room increased by 153% compared with before the event, the cumulative number of fans in the live broadcast room increased by 207% compared with the pre-event period, and the self-broadcast GMV of popular products accounted for more than 81%.
In terms of influencer distribution, Proya has joined hands with a number of head and waist influencers to launch a brand special, matching differentiated pallets according to the anchor's personal style and fan portraits, and helping to bring goods to the outbreak with a value-added welfare mechanism.
Through multi-dimensional and refined activity play, Proya's total exposure of this super product day event exceeded 130 million, the total GMV of the brand increased by more than 413% month-on-month, and the total order volume increased by more than 338% month-on-month, and the three ace products of Ruby Water Milk Set 2.0, Hydrodynamic Cleansing Water Cream, and Double Anti-Water Milk Set became the top 3 in sales.
In fact, as the new consumption represented by live-streaming e-commerce has become an important engine to stimulate domestic demand, the development of e-commerce platforms to empower the development of "domestic trendy products" has become more and more significant. Taking the cooperation between Kuaishou and Proya on Super Product Day as an example, the domestic brand Proya not only solved the pain point of integrating product, efficiency and sales with the help of platform potential energy and scientific operation methodology, but also effectively precipitated user assets in the event to create a long-term brand business position.
At a time when more and more leading brands in the industry are beginning to pay attention to the user value and business value of the Kuaishou platform, Proya's refined operation of Super Product Day activities also provides new ideas for more brands with similar demands to learn from.