Thinking outline of beauty brand operation

Thinking outline of beauty brand operation Tian Fuyuan (1) 1. Philosophical thinking of beauty brand II. Basic requirements of beauty products. Product positioning of beauty brands. Product classification of beauty brands V. Promotion matrix of beauty brands VI. Channel construction and market layout 1. Philosophical thinking on beauty brands 1. Why does it exist? 2. Why does it exist? 3. Why do you need it? 4. What is the specific value? 5. What specific problems have been solved? 6. What role does it play in life? 7. How to understand and interpret consumers? 8. What is the relationship with consumers? 9. How far is it from consumers? 10, what is the relationship with consumers: looking down, looking up, looking up? Second, the basic requirements of beauty products 1, deepen the value proposition of brand positioning, focus on the core concept of the brand, and solve the specific needs of target consumers. 2. Brand concept is concrete, visual, differentiated, based on health, humanities, science and technology, real and effective. 3, brand value proposition, meet people's needs, express people-oriented good roots, respect consumers' needs, habits, scenarios and consumption vision. 4. Create a brand concept of truthfulness, effectiveness, safety, health, precipitation, soul, story and artistic beauty. 5, product packaging fully considers human mechanics, has a certain face value, visual expression, in line with the aesthetics of ordinary people. Packaging materials fully consider the use scenario. 6. The use method of the product fully considers the living habits, use efficiency and health needs. 7. The product price conforms to the consumption level of the target consumer group and the expectations of consumers for the product concept. Third, the product positioning of beauty brand 1, core interests, services or interests that consumers really buy. 2, basic products, the core interests of consumers into basic products. 3. Expected products and consumer consumption expectations. 4, additional products, beyond consumer expectations. 5. Potential products that meet the potential expectations of consumers. Four. Fine product classification of beauty brands 1. Product serialization classification method 1: online series, offline CS/CVS series, offline KA series and private customized series. 2, product serialization classification method 2: light luxury series, SPA series, daily series. 3. Detailed classification of series products: profitable products, drainage products, wild products and DIY products. (1), profitable products meet the needs of brand development support and profit margin of various sales channels. ② Drainage products are drained through various channels, and participate in the channel price and competitive sales of other brands. (3) Wild products increase the unit price of customers and increase the sales power of daily marketing and holiday promotion. 4.DIY products to enhance brand height, high-end circle powder, pilot new product promotion. 5. Publicity matrix of beauty brand promotion 1, and the principle of publicity path: set up a card to intercept according to the behavior track of the target consumer group, and use the knowledge language within the consumer's cognitive level to have a dialogue with consumers on the same frequency, resulting in * * *. 2. Baidu Encyclopedia and Zhihu carry out brand product ingredient popularization and technical level guidance education, Xiaohongshu carries out product use effect and grass planting, will @ topic circle, and short video exposure and drainage on each platform. When necessary, controversial topics can be spread by viruses. 3. Online mainstream e-commerce and social e-commerce conduct hot topic marketing. 4. Participate in key offline exhibitions, make a voice in the industry and strive for the right to speak. 5, offline beauty fashion magazine promotion, store display for visual impact differentiation display. The cashier will distribute samples to the target customers, the light box will strive to express the brand visually, and the audio inside and outside the store will be played by the brand in a cycle. Regular and irregular training, salon club promotion. 6, brand horizontal alliance, hot and hot dual IP operation. 6. The channel construction of beauty brands, market layout 1, online channels: mainstream e-commerce with public domain traffic (Amoy, JD.COM, Vipshop) and social e-commerce with private domain traffic (content, retail and sharing), which are fully open. Each channel does not necessarily cooperate with the whole product line, but can cooperate in product selection according to channel characteristics and consumer groups. 2.Tik Tok's store tried to cooperate with MCN to measure money, and cooperated with waist network celebrities of 50W fans in large quantities to carry out carousel sales. 3. Offline CS/CVS channel: Top 100 chain stores with direct cooperative terminals are the main ones, supplemented by regional agents. 4. Offline KA channel: mainly cooperate with booking agents (nationwide), supplemented by cooperation with terminal stores. 5. Other channels: private ordering, internal purchase, group purchase and gift channels of high-end clubs. Jinan, Shandong, June 5438+1October 65438+April 2023