At 0:30 on November 1, the 13th "Double 11" tail "war" officially kicked off. On the first day of the opening, the beauty brand with full horsepower and efforts to sprint brand voice and sales to a new high was frequently reported in the "Double 11" battle. As a domestic functional skin care brand focusing on sensitive skins, Winona also handed over an extraordinary report card in this promotion: ranked 6th in the Tmall beauty and skin care category, successfully defended the first place in The Tmall beauty and domestic products, and for 4 consecutive years , "Double 11" was listed in the Tmall beauty and skin care category TOP10.
Take Li Jiaqi to sprint double 11
As of 24:00 on November 1, Tmall live broadcast room increased by 117% year-on-year throughout the day, more than last year's full period; cat super topped the beauty category TOP1, at the same time, became the vipshop beauty category domestic goods first, shortlisted in the Jingdong Official Flag Store beauty category ranking TOP3, Winona Jingdong channel is in the 24-hour sales growth rate increased by 92% year-on-year, in addition, in douyin, kuaishou and other live broadcast platform Winona also good news, douyin official store won the beauty self-broadcast ranking TOP1, kuaishou real-time list industry ranking TOP6. Good sales can highlight the golden reputation, can stand out from many brands, with strong sales force to create a string of impressive records, is Winona with more than ten years of accumulation of hard-core product strength, harvest more consumers highly certified and love performance.
Good products can break out quickly during big promotions, and they need long-term marketing strategies to cooperate. Before the "Double 11" pre-sale, Winona announced three treasure brothers - Bai Jugang, Li Xiang, and Qi Sijun became the best friends of the new brand, and the number of readers of the #brother group hidden member exposure #Weibo hot search topic broke through 60 million on the same day, making the brand break through the young circle, making the brand Weibo search soar by 400%+, and the number of Taobao searches on the sales side increased by more than 100%, obtaining a double harvest of voice and traffic.
Among Winona's many products, the favorite of the three brothers is the Shumin Moisturizing Repair Serum. Whether it is staying up late, changing seasons, or frequent makeup removal caused by dry itchy redness, containing patented extract of high-concentration purslane extract and Haba Snow Mountain Thorn Fruit Extract, β-dextran, Sodium Hyaluronate and other Winona Soothing Moisturizing Repair Serum, can be quickly soothed, immediate repair, long-term stability, reduce sensitive pressure, so that brothers in a rejuvenated state to bring more wonderful interpretations to the audience. It can also be combined with Winona's ace product - Shumin Moisturizing Special Cream, a powerful combination of ace CP, which can quickly solve a variety of skin problems and achieve the excellent effect of 1+1>2.
In order to further detonate the brand potential and harvest industry-leading marketing achievements in the "Double 11" war, Winona opened the "Double 11" theme marketing with her three brothers to "directly hit the sensitivity, bloom to the end", and prepare for the sales explosion.
At the beginning of October, he also participated in the variety show "Offer for All Girls" specially planned by anchor Li Jiaqi, and Dong Junzi, co-founder of Bethany Group, talked about offers face-to-face with Li Jiaqi, and let consumers have a deeper understanding of Winona through the program. This show is not only a good platform, but also directly reaches the needs of consumers; it also shows Winona's sincerity and offers the best offer of "Double 11" for all girls.
Only by working with the strong can we continue to create high-growth businesses. Through in-depth cooperation with Li Jiaqi, coupled with the external promotion of goods varieties of grass, the brand won the opening of the pre-sale on October 20, and the pre-sale amount of the day exceeded the total amount of "Double 11" last year, and a number of single products were picked by the whole network, becoming the "Double 11" explosive harvester! Among them, 2 million sets of Winona soothing repair freeze-dried masks were sold out in 3 seconds on the shelves, the ace product Shumin Moisturizing Special Cream broke 200 million, and the clear sunscreen and Shumin masks broke through 100 million, which launched the first shot of the brand's "Double 11" pre-sale war.
Strength to defend functional skincare brands
High-quality products are a major prerequisite for brand sales to continue to explode. Since its inception, Winona has aimed at the efficacy of skin care subdivision track with unique insights and keen insights, linked up with dermatology experts at home and abroad, carried out a large number of basic research and exploration for the causes and textures of sensitive skin in China, and accumulated academic resources and clinical data have built a highly competitive professional barrier for the brand. At present, the brand has 60 patents and 11 core technologies, and will continue to adhere to the continuous breakthrough in research and development and innovation in the future, continue to rely on the rich plant resources of Yunnan for active substance screening, the use of scientific and technological extraction and gentle formula, to find the most cutting-edge, most scientific and most professional solutions for sensitive skin care and repair.
In order to "double 11" and "directly hit the sensitive, one bloom to the end", based on the two major supports of "medical profession + plant technology", Winona created a sensitive muscle health ecology, and realized the interlocking closed-loop marketing through online and offline omni-channel circle marketing.
Online, the first skin science live variety show "Sensitive Skin And Face Research Institute Big Classroom" circle of fans, gathering stars and experts from all walks of life, with interesting skin care teaching combined with medical professional live variety show, to bring consumers a new and interesting interpretation of skin care dry goods. Winona Verita partner Sunnee Yang Yunqing incarnated as a representative of the star class, deciphering the secret book of female celebrities who love to use good things and healthy hydrating muscles in autumn and winter for consumers. The three brand's best friends Bai Jugang, Li Xiang and Qi Sijun revealed the nursing secrets of sensitive skin on the spot and sprinkled welfare gifts. More cross-border talk show hot players Doudou, Yan Yiyanyue, Xiaobei strength to help, subvert the professional content preaching model, in-depth and simple interpretation of the correct way of care for sensitive skin.
Offline, through the buildings and theaters in Focus's 24 cities, the number of people reached 1.9 billion+, allowing consumers to immerse themselves in the "Double 11" atmosphere and consolidating the brand brand of "Winona Focusing on Sensitive Skin".
At the same time, the brand also linked up with nearly 100 KOLs of Xiaohongshu and Douyin to start planting grass in October, allowing consumers to understand Winona's brand and product concept from the multi-level level of brand tonality, medical and plant DNA, and product efficacy.
"Double 11" started the first battle successfully, and then reached a new high, through the layout of multi-category tracks, fully occupied the consumer mind, and defended the functional skin care brand with strength. After the honor of the "Double 11" track, Winona will continue to rely on its product strength, brand power and marketing power, and use word of mouth to achieve a double take-off of brand volume and sales again.
Kunming Daily All-Media Chief Reporter: Liao Jingrong
Editor-in-charge: Li Dongyu
Editor: Wu Chenping
Final Judge: Qian Hongbing