Deepen differentiated product layout and enhance product experience.
Continuous product innovation is the first "engine" for the rapid development of Pien Tze Huang cosmetics. Since the product line strategy of "3+3+ 1" was put forward by Pien Tze Huang Cosmetics, after years of continuous layout, a number of popular explosive products have been created, including skin whitening and snow removal series, anti-aging series and barrier repair and moisturizing series. At the same time, the original Three Kingdoms series, which was listed in 2009, has also completed the transformation and upgrading of the new national style packaging. At present, it has entered the production stage and will be on sale soon. According to the brand, the upgrade of the new intensive care series is being carried out closely and will be listed in the first quarter of next year. By then, the "3+3+ 1" product line will be fully laid out, and the product line will be more differentiated and competitive.
As the skin care brand of Pien Tze Huang Cosmetics Co., Ltd., the Queen brand has also continued to develop innovative product lines in recent years, from "Pien Tze Huang Pearl Cream" known as "small porcelain bottle" to "Pien Tze Huang Pearl Cream (platinum nourishing)", and then to the listing of the Queen brand whitening and spot removing cream. Queen cosmetics successfully completed product upgrades again and again, showing brand pairs.
The new product "Yurun Xianyan Moisturizing Series" held a grand release ceremony in Shanghai. It is understood that Li Zixuan, a beauty official, and Pien Tze Huang brand Yurun Xianyan moisturizing and skin-pleasing water are full of vitality. This water is carefully selected from Liu Cui moisturizing formula and brown rice yeast essence, combined with skin nourishing essence, to help skin achieve the effects of replenishing water, replenishing water, protecting screen, nourishing skin and pleasing face from three aspects of "nourishing, strengthening and nourishing". The efficacy of this product has also passed the rigorous test and confirmation of public 3A hospitals.
In order to better cater to the current trend of beauty and skin care, Pien Tze Huang Cosmetics Company upgraded its 40-year-old "Queen" brand and formulated a brand-new brand planning scheme. According to the brand official, Pien Tze Huang Cosmetics will hold a grand brand launch conference in An, focusing on the promotion of small porcelain bottle pearl cream, platinum pearl cream and the newly listed Queen brand whitening and freckle removing cream products. The brand-new image and positioning of the Queen brand will also be made public through this launch conference.
In the future, "Pien Tze Huang Cosmetics" with high-end characteristic skin care and "Queen Brand" with luxury high-end skin care will have obvious differences in product concept, packaging style and product efficacy, but at the same time, the two brands will complement each other in product line and functional positioning to meet the diversified needs of consumers at different levels for skin care.
Topical marketing with "multi-platform and multi-form" is the second engine for the rapid development of Pien Tze Huang cosmetics. Pien Tze Huang cosmetics gradually mastered the way of interacting with young consumers, and formed a set of mature brand marketing and promotion paths.
In addition, the use of "multi-platform, multi-topic and multi-media forms" to achieve massive brand exposure is also a brand marketing promotion strategy that Pien tze Huang Cosmetics has always adhered to.
On Weibo, Tik Tok and other major social platforms, Pien Tze Huang Cosmetics has given full play to its advantages in content marketing, from "Don't call your sister" to "Restart your strength", "Let love be warm and live for beauty" and "The Goddess will be beautiful", and then this year's Let's Go Up Together, New Definition of Goddess and Goddess. In addition, Pien Tze Huang Cosmetics strengthens brand exposure, shortens the interaction distance with consumers, and expands the word-of-mouth communication of products. Through the implantation of multi-satellite TV New Year's Eve parties and popular hit dramas, as well as the KOL planting of online celebrities, fashion magazines and beauty column celebrities, the terminal stores are well drained.
In order to catch the "live" express train, Pien Tze Huang Cosmetics actively prepares for the operation team, and constantly contacts young consumers through new media forms such as live broadcast and short video, so that they can approach, understand and even fall in love with national classic domestic brands. It is precisely because of the establishment of this "regular army" that Pien Tze Huang Cosmetics recently watched a live broadcast on the official channel, and achieved 386,000 views in just two hours.
Channel construction and cultural construction "grasp with both hands"
Because offline is regarded as an important soil for brand development, Pien Tze Huang Cosmetics has never given up the deep cultivation of offline channels and the help to terminal stores since the epidemic this year.
Pien Tze Huang Cosmetics actively promotes the recruitment of "Bairun Beauty Festival" members and store marketing services. This marketing activity plan was first launched in Putian market. In the off-season of sales, the city completed the paid-in sales of 850,000 yuan, helping the store to expand a large number of quality members; Since then, Pien Tze Huang Cosmetics has quickly copied this model, helping nine chain stores in Yunnan * * * to achieve sales of 500,000 yuan, of which the paid bill of more than 2,000 yuan reached 5 1.
More importantly, apart from performance, Pien Tze Huang Cosmetics also attaches great importance to improving the "self-support" of stores. For example, help stores to carry out community marketing, teach live broadcast skills, help stores build digital marketing capabilities, attract more passengers into stores, promote sales, and finally realize the sustainable development of stores; By introducing professional skin management projects and micro salons, we can help stores improve their service quality and create experiential marketing-and these measures are also the reasons for improving their performance.
In fact, Pien Tze Huang cosmetics not only has the leverage of product strength, marketing strength and channel strength, but also attaches great importance to the "connotation" construction of the brand.
Pien Tze Huang Cosmetics has launched many activities aimed at "promoting brand culture". A series of live broadcast activities with the theme of "technology" will allow consumers to enter the hard-core R&D base of Pien Tze Huang cosmetics through live footage, fully display the brand's scientific research achievements, and at the same time let consumers know more about Pien Tze Huang culture.
It is this brand building and altruistic spirit of constant empowerment that makes many stores and agents full of confidence in Pien Tze Huang's cosmetics peers. An agent in Yancheng is one of many peers. At a time when offline channels are plagued by the "cold winter theory", agents have successively opened 4-5 Pien Tze Huang cosmetics experience stores, and even set off a craze for opening Pien Tze Huang cosmetics experience stores in Yancheng.
These past achievements and "peers" who have no hesitation have also become the "greatest confidence" for Pien Tze Huang cosmetics to move forward.