Today, we started to do our makeup brand e-commerce with this question, that is, our offline brand experience is all-round, and after switching from offline to online, how can we reduce the loss of this brand experience? Especially in some products that build their own advantages on experience, in fact, they will be more cautious when going online. The most typical cases are for luxury brands. Luxury brands are actually very late to pay attention to or enter e-commerce, and they are very careful when entering, such as the coach. In fact, it once opened a Tmall flagship store and then closed it.
Now some luxury brands are trying to open a Tmall flagship store one after another, but they are also very careful in operating for this reason. For example, their important core competitiveness is offline experience, so this type of brand is particularly careful when it comes to online. That's right, when we do the cosmetics category, it has this kind of strong characteristics. There are also some fashion brands, and not all fashion brands have begun to develop e-commerce. I understand that many fashion brands are actually very cautious in their e-commerce considerations, so I think when we plan e-commerce, we are considering the changing environment. In the end, the answer we came up with is, or what we are practicing now is based on such a concept and a belief. We feel that the environment is changing, but consumer insights are unchanged. We may not be able to communicate directly with our shopping guide online, and we cannot decide whether to buy or not after trying the makeup yourself, but they also have many other ways of experience, so we feel that the insight remains unchanged.
Consumption characteristics in the era of individual rise
Next, let’s share with you how we will do it. First of all, we need to find some breakthroughs when we are online. This is also a reference to many cases, including brands like Afu, Three Squirrels and other brands. Many of their marketing methods are very interesting, but what are the rules behind it? I have seen others' summary about a description of a modern consumer's mind called individual rise. Every ordinary person yearns for this complete individuality. This is called self-exploration that is gradually drifting away. This is a new challenge and opportunity for the brand. So what is called catering to individuality and self-exploration? For example, when some brands communicate with consumers, they will give gifts every time. For example, when the consumer comes to buy something for the first time, the second time, the third time, they will propose what kind of things they will need for the first time, and they will use some corresponding methods, such as notes to customize the gifts given to this type of customers, such as the second purchase. Of course, this is a relatively rough classification method. For example, if the segment is more detailed, it may be to buy different genders in different regions of different products, etc. This is actually a way to cater to individuality. Based on this insight, we will find some rules. Next, we will talk about how we practice and how we cater to such changes in consumers.
One is the difference between guiding and encouraging and practicing self. The so-called guidance and encouragement are actually more obvious when people watch advertisements. In the early days, most of our media advertisements were actually a way to guide and encourage. For example, he would say it directly. The most typical advertising slogan for the product selling point is L'Oreal. There is a saying: You deserve it, and you deserve it is actually a way of encouragement and guidance. If you practice yourself, it is actually that today's consumers need to actively participate in marketing or the entire construction of the brand, so that they feel that they are in the entire construction. Having a sense of participation is something Xiaomi and others emphasize. For example, it will invite loyal fans of his customers to review their engineering machines with them before their products have been released. Logically speaking, this was done by product testing engineers in the past, right? Then why do we let consumers participate in testing products? In fact, from a marketing perspective, he has such an insight into consumers, so he talks about some practical cases. In fact, I think there are many failures in our practice, and there are also some things that we feel a little bit of experience.
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