When online traffic gradually peaked and the industry reshuffle accelerated, the beauty industry sent a new signal: perhaps only by taking root offline can there be a chance to achieve brand resilience growth. This has also made many beauty brands begin to re-examine the value of offline channels, step out of the traffic "wall" and embrace offline channels.
How to fight the "offline battle", Ou Shiman, who has been deeply involved in the offline for many years, may be able to answer.
Looking around the current beauty retail industry, when the new generation of young people has become the main consumer force, new consumption, new scenes, and new channels have also become the "main theme" of offline retail.
How to embrace beauty retail in the new era, Ou Shiman, who has performed well in the past two years, also has a "reference answer".
Recently, Osman joined hands with the colorist of the beauty trend retail brand to carry out a national flash mob activity of "not afraid of black, healthy white", and linked up with Zhenbai IP to create an experience space for young consumers to belong to Osman pearl whitening.
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Red-spirited, immersive bag shop experience
The pearl whitening atmosphere is full
To embrace new retail, we must first "grasp" the preferences of its main consumer groups. And how to play with this "young people", the 57-year-old Ou Shiman seems to understand more and more.
Whether it is the "Take Your Time" series of planning activities, or the daily communication between "Grandpa Pearl" and consumers, the selection of spokespersons, etc., Osman can accurately step on the "heart" of young people, and it is not conventional. In this flash mob event, Osman is also talking to consumers in a way that young people like.
For example, in the past two years, young people have become obsessed with immersive experiences, such as immersive makeup, immersive storage, and immersive check-in...... Therefore, Osman carried out a large-scale bag store in Hangzhou Yintai IN77 colorist store, and extended it to the sunken plaza of the outfield, creating an immersive consumption scene, breaking the traditional big promotion design, full of fashion trend, and deeply linking the young circle.
In the face of this young people who love to check in, Ou Shiman has set up a number of fun and cute check-in points, and attracted consumers to the store through check-in to win products and peripheral activities, and at the same time, consumers' online sharing can also be used to spread the activity, killing two birds with one stone.
In addition, the large-scale "Zhen Baiyin" cartoon image installation that can be seen everywhere in the store, as well as the theme of "not afraid of black, healthy white", also invisibly strengthened the brand's pearl whitening memory points.
In order to expand the volume of this event and enhance the interaction between brands and consumers, during the event, Osman invited a number of beauty experts to check in and visit the store, and carefully created an experience area, a check-in area, and an interactive check-in gift game, so that the influencers and consumers can "play together".
As a "connector" between brands and consumers, influencers will also carry out secondary dissemination through short videos, Xiaohongshu and other methods in the future, and let more users know about this event through store visits and sharing by Internet celebrities.
It is not difficult to see that Osman knows how to break into the new retail channel, but the strongest "weapon" to win this "new retail war" is its pearl series of trump products.
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Inject new potential energy
Zhenbai was launched offline because of IP
To empower new retail, this time Osman "enlarged the move".
Different from the product matrix of traditional offline channels, the product selection of new retail channels is also very particular, not only to be easy to use, but also to look good, fun, but also to bring their own topics and traffic. In terms of product launch, Osman has created a number of products that are popular with young consumers in recent years, including Zhenbaiyin IP series products.
In this cooperation with colorists, the IP series products of Zhenbaiyin, which have accumulated strong potential energy online, were unveiled for the first time in offline new retail channels, including Osman's ace product Zhenbaiyin essence, newly upgraded Zhenbaiyin water emulsion and other products. It is understood that the Zhenbaiyin IP is derived from the self-developed innovative ingredient "Zhenbaiyin Pro" of Osman, which condenses the efforts of Osman for more than half a century.
Osman, who has specialized in pearl whitening for 57 years, has accumulated four core technologies: pearl peptide purification technology, submicron powder technology, pearl fermentation technology, and pearl and skin care product compound technology.
For example, Osman Zhen Bai Yin Essence uses Zhen Bai Yin Pro as the core ingredient, breaking the traditional whitening pathway, intercepting the blackening signal from the source, and effectively inhibiting the production of melanin, which is gentle and efficient. Third-party testing showed that after 2 weeks of using Zhenbaiin Essence, the whiteness of the skin can increase by 27.3%; After 4 weeks of use, skin pigment density can be reduced by 18.52%; After 8 weeks of use, melanin can be reduced by 18.11%.
This time, Osman integrated Zhenbaiyin IP into the national offline channel activities, which not only deepened consumers' whitening awareness and favorability of "Zhenbaiyin Pro", but also opened up new possibilities for the brand's follow-up marketing in new retail channels.
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Product power and marketing power continue to upgrade
Actively embrace new business formats
Only after all kinds of running-in and metamorphosis, the sand grains in the mussel can become pearls.
In the matter of specializing in pearls, Osman has spent 57 years, and has always been keenly aware of the new needs of the market, giving consumers the best whitening experience. Similarly, Ou Shiman also put the "strength" of specializing in pearls on the layout of offline channels.
No matter what the situation of the offline channel is, no matter how hot the online live broadcast is, Osman has never given up the offline channel. It is understood that even in the three years of the epidemic, Osman was still able to stabilize the offline market and achieve sustainable development.
Since entering the new retail channel in 2022, it has transitioned from the early stage to today's refined operation, and has continuously enhanced the interaction between brands and consumers with stronger products, more diversified consumer experiences, and more explosive marketing methods, extending the "lifeline" of offline channels.
From the initiative of Osman to provide a lot of exclusive products for the offline, it is enough to see its determination. In the recent past, Osman has successively launched new series of products such as Pearl Luxury Gilt Light Line Firming Series, Pearl Moisturizing Repair Series, Pearl Light Translucent Series, Hydrating Light and Double Protection Sunscreen, Multi-Isolation Brightening Sunscreen, Men's Water Energy Moisturizing Series, etc., covering multiple categories, multiple groups of people, and multiple effects, and undertaking the expected growth with better product strength.
In the new marketing era, Osman also uses diversified marketing to build momentum for offline sales. For example, the annual pearl culture tour and festival offline theme activities make efforts to build momentum for the terminal; Join hands with celebrities, talents, KOCs, etc. to spread on social media, and complete online and offline grass planting; In addition, it also continued to launch the "Take Your Time" emotional marketing series, insisting on telling the beauty of pearls, deepening the brand proposition, enhancing consumers' sense of identity with the brand, and continuing to infiltrate the terminal channels.
The recovery of the offline market will continue in 2024. A set of data from the National Bureau of Statistics shows that in the past 2023, the retail sales of convenience stores, specialty stores, brand stores, and department stores have increased by 7.4%, 5.1%, 4.5%, and 7.7% year-on-year respectively, and offline retail sales are also growing steadily in the first quarter of this year, which is undoubtedly a very good signal for beauty brands that have already laid out.
For Osman, which has deep product research and development strength, brand influence, market insight and continuous innovation and change in offline channels, it is also ushering in its next "outbreak".