In the past year, domestic beauty products have grown rapidly, setting a number of historic records in major lists. The same goes for red.
Adhering to the original intention of "gently washing the face", Hongzhi has grown at an astonishing speed in the small track of skin cleansing, and won a good result of 400 million GMV last year.
On May 15, Hongzhi ushered in the first big move in 2024 - the official announcement of the first brand spokesperson Zhang Yunlei. This official announcement also means that the red brand has officially been fully upgraded and opened the brand 2.0 era.
Hand in hand with Zhang Yunlei
Together, they deduce the gentle "net" strength
"Gentle and clean, more than one side", in 2024, Hongzhi and Zhang Yunlei will start a journey of "brand advancement". The two meet because of gentleness, and resonate because of concentration.
It is understood that since its establishment, Hongzhi has been focusing on "washing your face gently". In the past, Hongzhi took the small matter of cleansing to the extreme, and now it wants to carry out "gentle cleansing" to the end.
It is said that the brand chooses a spokesperson to pay attention to "fit", so what is the fate between Zhang Yunlei, the first brand spokesperson of Hongzhi, and Hongzhi?
Red brand spokesperson Zhang Yunlei
is different from traditional cross talk actors, netizens' evaluation of Zhang Yunlei is: a humble son, gentle as jade. The unique temperament of not being noisy and being oneself has attracted the love of more and more young fans, and they have followed his footsteps to understand and love the traditional culture of cross talk. In Zhang Yunlei's view, "traditional Chinese things are really fashionable", his appearance has made traditional literature and art more popular, and let cross talk spread among more young people.
Today's Zhang Yunlei relies on his sincerity and love for singing, singing all the way to pursue his dreams, and has realized the successful crossover from cross talk actor to singer. His deep understanding of traditional culture also makes him more capable of interpreting the beauty of tradition with popularity. In order to break through himself, he honed his skills such as bass, and added color to his dreams with multi-faceted hard power. And this also complements Red's brand philosophy of "gentle cleanliness, more than one side".
The matching of image and product, spirit and brand, makes Zhang Yunlei and Red hit it off. With the help of this highly adapted "brand grip", Hongzhi will convey the new concept and new image of this domestic brand to the hearts of the public, and work together to promote the development of domestic brands.
At 0:00 on May 15, #张云雷红之品牌代言人#话题强势登陆微博热搜榜, with the blessing of the spokesperson, the calorific value of the red brand upgrade was raised; At 13:11 on the same day, Red officially announced the brand spokesperson and released a new brand blockbuster of "Gentle Cleaning More than One Side" Red x Zhang Yunlei.
This also indicates that the red brand has officially been fully upgraded, and the red brand 2.0 era has arrived.
From "Cleansing Expert" to "Cleansing Expert"
Beginner's intention unchanged
It is not difficult to see from the first official announcement that Hongzhi in 2024 has a new goal: from the "cleansing expert" of the Meitui track to the "cleaning expert" at the public level.
It is understood that Hongzhi has been comprehensively upgraded from the four dimensions of brand concept, product track, vision and goal, and has put forward a new brand concept of "gentle cleaning, more than one side". After the steady development of the cleansing track, Hongzhi began to specialize in a wider range of washing and care tracks, ushering in a new breakthrough for the brand; At the same time, its series of products have also been updated with visual image and packaging upgrades, the brand style is more scientific and artistic, and through the creation of the brand's super "red fish" symbol, it highlights the original brand attributes of domestic products in the cosmetics industry, so as to link consumers more efficiently.
Red part cleanser and toiletry
But whether it is a "cleansing expert" or a "cleansing expert", Hongzhi has always been stubborn about one thing - gentle cleansing of the skin.
As the saying goes, if you don't clean it properly, skin care is in vain. As the first step in skin care, cleansing is becoming more and more important to consumers. Users said that the data shows that more than 83.66% of consumers in the skin care population said that cleaning is an indispensable part of daily skin care. However, while the pursuit of cleansing power can quickly remove dirt from the skin's surface, the risk of damage to the skin barrier caused by over-cleansing also increases. It can be seen that for skin cleansing products, mildness and cleanliness are the basic needs and the core pain points. Consumers demand more scientific, more refined, and higher quality cleaning products.
However, from the perspective of market supply, there are very few brands that focus on cleaning products for Chinese. Mojing market intelligence data shows that from June 2022 to May 2023, the market concentration of Taobao Tmall cleansing category CR10 is 28%, with low brand concentration and fierce market competition. And in the increasingly huge cleansing track, domestic brands are rare.
In this case, Red stepped forward. From cleansing to washing, do thorough and gentle cleansing, fill the gap in the market, just to do a good job of a professional skin cleaning brand suitable for Chinese.
Whether it is the choice of track or the product concept, Beauty Headlines found that Hongzhi did not choose to follow the trend, but "create the wind". In terms of product creation, Hongzhi refuses to blindly pursue high concentration and ingredient stacking, but has in-depth insight into consumer needs, advocates gentle cleansing, and supplements it with scientific and reasonable formulas to do a good job in skin "addition and subtraction". Whether it is the "little pro-clean" for cleansing, or the "small waist" and "no entanglement" for makeup remover, they have become major items in the red cleaning category, and have long occupied the "TOP" of major e-commerce lists.
Taking Hongzhi "Xiaoqinjing" Amino Acid Cleanser as an example, the product specializes in the slow crystallization process technology system, which subverts the situation that amino acid cleanser products need thickener pearlizing agent, realizes clear pores and moisture without damaging the skin, truly achieves gentle cleansing, and forms a strong product barrier. As of April this year, the product has sold a total of 700w+ pieces in all channels, and it is still a frequent visitor on the hot list, praise list and repurchase list of major e-commerce platforms, and its pioneering scientific formula of adding 30% amino acids is leading the trend of cleansing track.
In addition to the basic cleansing, the gentle "clean" power of Red is also reflected in other products. Its recently launched first functional cleansing product, "Red Anti-Acne Cleansing Gel", is a clear example.
Red Gentle Anti-Acne Cleansing Gel
In the face of the misunderstanding that most acne skin consumers continue to try and make mistakes in acne, but ignore the most basic first step of "effective cleaning", Hongzhi once again "shot". For most of the cleansing products on the market for oily acne skin are multi-acid systems, Hongzhi combines its own accumulation in the cleansing category and reversely adopts the "acid-free system", creating and applying the functional plant-derived surfactant with the basic cleansing surfactant system, so that oil-sensitive acne skin can also achieve gentle and effective cleansing. In addition, Hongzhi also adds the active ingredients of cleansing and acne stabilization, and the innovative cation membrane hydrolysis technology solves the problem that the active ingredients are difficult to stay and difficult to take effect in the wash-off products, so that the anti-acne effect of the product is added.
For this year's large-scale attack on the washing and protection track, Red is even more prepared.
As early as the end of last year, Hongzhi launched shampoo, shower gel and other shampoo products. Judging from the several body cleansing products launched, it is not difficult to find that Red has extended the concept of gentle cleansing to the body cleansing category, and has created a facial-level wash and care product. Taking Red Satin Soft Body Wash as an example, the product has been optimized in four aspects: cleansing power, mildness, foaming power, and skin feel, and through a variety of innovative and specialized formulas, the skin is clean, satin-smooth, moisturizing but not greasy. At the same time, it also adds a facial care cleansing formula - amino acid surfactant system to achieve cleansing grade mild and clear and reduce the burden on the skin.
It can be seen that whether it is basic cleansing or effective cleansing and body washing, Hongzhi's original intention of doing the little thing of gentle cleaning has never changed. And behind doing this little thing well, Hongzhi also has a lot of strength.
Multi-dimensional force
The red road is getting wider and wider
At present, the cosmetics industry has entered the stage of red sea competition, and if brands and products want to cross the cycle, scientific research, channel and marketing are indispensable.
In terms of scientific research, Hongzhi has established a joint laboratory with a number of leading R&D companies in the cleaning category, led by authoritative formula engineers in the industry, focusing on the field of "skin cleansing". At the same time, in the global supply chain, the industry's top raw materials are selected, and the scientific formula system is used to achieve the ultimate cleaning category. In addition, Red is also actively involved in the formulation of relevant industry standards. In April this year, Hongzhi took the lead in establishing the first "potassium cocoyl glycinate" group standard in China. It is understood that potassium cocoyl glycinate is an amino acid-based surfactant, which has mild performance, strong resistance to hard water, easy biodegradation, rich and stable foam, and has a refreshing washing feeling similar to fatty acid soap, which has been widely used in cleansing products in recent years.
Hongzhi took the lead in establishing the first "potassium cocoyl glycinate" group standard in China
However, due to the lack of effective detection methods and reference standards for this ingredient, chaos in the industry has emerged one after another. It is said that "first-class enterprises do standards", and this also proves Hongzhi's determination to do fine and deep in the cleaning track, and uses practical actions to help China's skin cleaning field develop in a scientific, standardized and high-quality direction.
Inwardly, Red focuses on gentle cleansing of the skin; Externally, Hongzhi has also taken multiple measures to achieve a precise breakthrough of the brand.
In terms of marketing, Hongzhi integrates the advantages of multiple platforms such as Douyin, Xiaohongshu, Weibo, and Bilibili, and communicates with users in multiple dimensions through diversified marketing methods such as celebrities, scenes, cross-borders, and content, bringing circle-breaking increments to the brand.
In terms of the layout of the channel, Hongzhi chose to "walk on two legs" online and offline. Online, Hongzhi has entered mainstream e-commerce channels such as JD.com, Tmall, Douyin, and Pinduoduo; Offline, Hongzhi has also settled in 5000+ well-known supermarkets and brand trend collection stores across the country.
It is said that 2024 is the beginning of the tide of the cosmetics industry returning to offline, and offline channels are an important part of the brand's pursuit of sustainable development. An offline channel provider once told Beauty Headlines that Hongzhi is one of the earliest cutting-edge brands to deploy offline channels, and the degree of cooperation is even more valuable.
"Hualiu is the real top stream", the current beauty industry is not an exaggeration to describe it in this sentence. In the past, Hongzhi has become a well-deserved "top stream" of the cleansing track through focus and professionalism, and now Hongzhi has started a new journey of its own, and we have reason to believe that with the "dead" attitude towards good products, it will run wider and wider on the cleaning track.