Recently, Jessie Liu, General Manager of Greater China of Wei na Company, accepted an exclusive interview with the Golden Flag Award and expressed his views on brand research, brand strategy differentiation routes, the impact of the epidemic on brand work, and hot events that can be leveraged in 2021.
How does Wei Na conduct brand research to determine the target population?
The vertical target group of the Weena brand is the trendy salon manager/hair stylist, and we understand their personalities, preferences, etc. through a network of hair professional channels. The C-end audience of the brand is mostly millennials. This is based on the consumption situation of our brand consumers, that is, from the purchasing power screening, to find the main consumers of the brand.
In the face of a highly competitive market, how do you think about brand strategy and go out of the differentiation route?
Because the brand's main audience is millennials, they pursue a variety of choices, have a rich knowledge of fashion, and have a lot of unique fashion insights, they pursue the concept of "living in the moment" and develop a highly digital lifestyle. Listening to professional advice but not blindly following, they pay more attention to and research product formulas and ingredient lists, like to share opinions and purchase decisions on online communities and social media, and recommend products in their fan base.
Therefore, we decided to choose to communicate with young people through social and community methods, and invite traffic artists, fashion bloggers and professional stylists in the current specialized field to jointly create brand voice, so as to guide the flow, interpret the personality proposition of new products through the fashion trend show, and enhance young consumers' awareness of the rejuvenation of brand image.
2020 Golden Flag Award Case ["Viable Light Dye" ILLUMINA COLOR Hair Dye New Product Launch], won the "Gold Award" honor in this year's selection, can you please talk about the innovative gameplay of campaign?
Based on the corresponding personalities of the five product colors of the ILLUMINA COLOR series (Bahamian coral orange, Yorkshire milk tea, Caribbean blue, Sahara desert brown, Provencal purple) as the standard, we invited Ah K, the founder and captain of China's strongest Hip-hop street dance team X-crew, Qiang Dongyue, a new female singer from the mainland, Deng Deng Jt, a popular fashion blogger, Cool Boy Wood Sauce, and jony, a glamorous fashion blogger, to form a "Live Color Group". The style of each member is in line with the tone and attitude of the brand's products, and they are also loved by young people, with a certain fan base and ability to carry goods and drainage. While cooperating with the catwalk, the two artists also presented performances that expressed the personality attitude of the product, using the fan effect to create attention and topic heat, stimulate the participation of fans in the later stage, and create a wealth of high-quality UGC content.
What is the biggest obstacle to brand marketing work caused by the current epidemic? How did the brand overcome?
Obstacles: Affected by the epidemic, everyone goes out less, the traffic of offline salon stores is greatly reduced, and consumers tend to choose hair coloring products that can be used at home and DIY hair dyeing themselves.
overcome:
Promotion: Originally, we mainly used channel promotion methods, due to the decline in channel promotion capabilities due to the epidemic, so we shifted the focus of brand promotion to social media, and radiated to more target groups through a large number of social planting and promotion.
Salon channels: We provide customized marketing solutions for salon business partners, and start a precise customer marketing model like cross-border cooperation. Expand your brand's reach while attracting more target consumers, leading them back to offline salons for hair coloring and styling, rather than choosing to DIY at home.
In 2021, what hot events do you think are worth paying attention to? How can brands take advantage of this?
In the post-2021 epidemic era, we will still pay attention to major events at home and abroad, such as the Expo, the Olympic Games, etc., and consider combining these major events and appropriate marketing nodes to do some campaign or cross-border cooperation.