In the context of the era when the post-95s and post-00s generations have gradually become the main force of consumption, a number of cutting-edge domestic brands have emerged in the consumption track, and their rise has natural external advantages, namely e-commerce dividends and the support of Generation Z users. How to run in the forefront of the track after the rise tests the internal strength of the new brand.
The cutting-edge domestic skincare brand Simacare Ximuyuan is an outstanding example. Since its inception in 2019, the brand has entered the functional skin care track with excellent product strength, and now has five strong functional product series, which have won the attention and recognition of consumers and industry insiders, and are known as the "light of domestic products". Recently, Ximuyuan officially announced that the strength singer and creator Naiwan NineONE is the brand's first natural force spokesperson, conveying the new sharp attitude of "undefined beauty", and related interactive topics have created more than 300 million exposures on Weibo, winning the resonance of consumers. The official announcement coincided with Ximuyuan's new product "V-face small blue bottle" landing on tmall treasure new brand activities, and Ximuyuan won the Tmall skin care brand sales championship on the same day.
Xi Muyuan officially declared that the spokesperson of natural forces is Nai Wan, who conveys the attitude of "undefined beauty"
It is understood that on September 25, Ximuyuan officially announced that the first natural forces spokesperson, Naiwan, released a large poster full of visual impact. In the picture, Naiwan holds Ximuyuan's "V-face small blue bottle" posture upwards, confidently showing the camera the "not collapsing" undertone, highlighting its cool girl attitude of following the definition of the inner untethered and the female strength of great tension, expressing the official theme of Ximuyuan 'young is not defined, nature will not collapse', encouraging consumers to break free from the shackles of "appearance anxiety" of nothingness, appreciate and generously display their unique "undefined beauty". Ximuyuan's official Weibo also released the official TVC on the same day, which has been played more than 5.6 million times and has a total interaction of more than 280,000. The interactive topics related to Ximuyuan and Naiwan have generated more than 300 million exposures on Weibo, forming a ripple effect and affecting a wider range of people.
Tmall treasure new brand to help Ximuyuan marketing break the circle
In addition to high-quality traffic endorsements, the Tmall Treasure brand has become the first position of new brand marketing, contributing to the "phenomenon-level outbreak" of new brands. The reporter learned that the first day of Ximuyuan's official declaration of natural power spokesperson Naiwan is September 25, coinciding with Ximuyuan's new product "V-face small blue bottle" on the Tmall treasure new brand activity, the transaction amount of the day ranked No.1 in all Tmall skin care brands, the day's ranking shows that the second name is SK-II., the third is Estée Lauder, this beautiful excellent report card also confirms this very well.
Offline, from late September to early October, Ximuyuan, with the spokesperson of natural forces Naiwan, boarded the big screen of the core business districts of Beijing, Shanghai, Guangzhou and Hangzhou, passing on the cutting-edge attitude of "young is not defined, nature will not collapse" to the citizens and tourists of the four major cities, reaching more than 80 million people.
On September 26, Ximuyuan held a deep-sea traceability assessment activity in Sanya, Hainan. Guests dive to the bottom of the sea in search of treasure, unlock new quest cards after completing challenges, board a yacht and go out to sea, simulate sea adventures, and search for the "secret" of the taro toxin ingredient. Then, Ximuyuan held a press conference on the yacht of the new product Taro Snail Toxin Peptide Firming Vitality Honeydew (nicknamed "V-face Small Blue Bottle"), and Kan, General Manager of Ximuyuan Products, introduced the research and development concept and new product features to the guests and the audience in the live broadcast room of Ximuyuan Tmall Ship Store, and tried the V-face small blue bottle on the half face of the model. The test results of the on-site VISIA skin detector showed that after ten minutes of using the V-face small blue bottle, the model used half of the product's face was tighter than the other half, the contour was immediate, and the excellent firming effect of the product surprised all the guests present.
Ximuyuan has been relying on good products, good reputation to lead the functional skin care track, this time Ximuyuan in the marketing force and successfully out of the circle, this deployment as early as a few months ago revealed, the brand founder Jeffrey said "to do a good job of products but also to do a good job of marketing", "before has been the product thinking, feel that a brand entrepreneurship before 24 months or even 36 months, talent echelon and products do well, traffic outbreak sooner or later will come, but each new channel dividend period is only 2-3 years, the product is good, traffic breakthroughs must also keep up." Obviously, Ximuyuan has explored a new growth path, taking advantage of the series of marketing activities and strong efficacy of the official spokesperson's new series of products, embarked on a new journey for domestic skin care head brands to enter the world stage.
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