After half a month of hard fighting, the 15-year-old Double 11 completed his own ceremony with a total sales of 277.7 billion yuan on the whole network.
In this slightly silent Double 11, both platforms and brands have tacitly chosen to only report good news and not bad news. Although the data is not good-looking, it is not without good news, and the rise of domestic brands to become the protagonists of Double 11 is a good result.
According to public information, a total of 402 brands on the Double 11 Tmall platform have exceeded 100 million yuan this year, of which 243 belong to domestic brands, and domestic beauty products have returned to the first place on the list after 5 years.
You must know that for a long time in the past, international brands dominated most of the top 20 seats on the brand list, and until Double 11 in 2022, the proportion of international brands and domestic brands still maintained an overwhelming ratio of 8 to 2.
Pragmatic consumption prevails, people are no longer blindly obsessed with big names, knowing that the best is expensive, but also gritting their teeth to pay a final payment, but both the pursuit of "cheap", but also the value of "good quality", cost-effective has become the key to consumption decisions. 
15 years ago, 11.11 single-handedly changed people's consumption Xi, and 15 years later, consumers' rational thinking began to educate platforms and brands on how to provide good products, and Cistto founder Ang Lee believes that "that's not a bad thing."
With neat short hair, a hearty smile, and a pure gray top, Ang Lee's profile picture reveals a pragmatic temperament.
Skinsee also follows the founder's style: the product focuses on sensitive skin and focuses on gentle efficacy;The product ** is basically maintained in the range of 20 500 yuan, and the degree of proximity to the people is very highThe color scheme of the product packaging and e-commerce website is also very simple, and the green main visual gives people a sense of technological pioneeringThere is also little fancy marketing in publicity.
Ang Lee does not want to catch people's attention with bells and whistles, but emphasizes the suitability of the product for people with sensitive skin.
Pragmatic brands attract real consumers, and Ang Lee has not specifically studied the motivations of users when they make a purchase for the first time, but her original intention is to encompass the basic needs of most people. "There must be people who come for the best, and there must be people who buy for sensitive skin. ”
Image source: See skin. The cost of decision-making is reduced, and people really feel the positive effect of the effect after trying it, and it is natural to repurchase. In the 4 years since its establishment, the number of fans on Tmall and JD.com has exceeded one million, and Ang Lee estimates that at least 1 3 e-commerce platform fans have become members of SkinSee.
The average order value of our members is 1 of the average consumer5 times. "If you buy a low-cost product, consumers may buy the same low-cost product repeatedly just because it is "cheap", most likely because the product is more suitable for themselves.
In fact, value for money is not a new word. The main driving force for its extra attention comes from the awakening of the consciousness of independent consumption.
When she first entered the workplace, Ang Lee worked for Procter & Gamble's Olay brand and has been deeply involved in the beauty track for many years. Four years ago, there were not many products on the market specifically for sensitive skin.
Confessions of a Shopaholic" still.
The deeper the cognition, the more rational the consumption. Internet natives who are keen on e-commerce shopping have already learned how to judge their own skin type through the Internet, understand the basic role of ingredients, and buy skin care products will be more inclined to consider the suitability of skin care products and skin type, rather than the size of the brand. "The more knowledge people learn, the more it is normal to flatter. "
When he was young, Ang Lee also had impulsive consumption, believing that people need a certain objectified label to represent themselves. "Sometimes when you go to a party, you can be very proud to wear a fancy dress. And as she grew in knowledge, experienced, and understood what she needed, she went shopping less often.
"Life doesn't need much, and the temperament that radiates from the inside out doesn't need to be expressed through external packaging. ”In the final analysis, consumers better understand what they really need, which is the biggest attribution to rational consumption.
Ang Lee commented that he is a "lazy consumer", compared to **, practicality and safety are her priority factors, and after identifying a brand, she rarely goes to shop around.
For example, when it comes to furniture, Ang Lee was initially attracted by the simple aesthetics of IKEA, but later found that its products always met most of her needs, and the delivery of services was worry-free and convenient, so going straight to IKEA became her first choice.
Laziness is certainly not the root cause of Ang Lee's love for IKEA, but the brand's long-term commitment to IKEA has led to a deep sense of trust and dependence from consumers through a series of loyalty programs, regularly updated products and offers, and the brand's continuous communication and interaction with members.
Skinsight also pursues the same principle, Li Ang said frankly, during the double 11 period, the skin's ** is actually not much different from usual, "in the daily period, we try our best to give consumers the best ** and welfare."
Photo source: "I'm good in another country".
With the Double 11 node, merchants can "hoard members" from tap water traffic. "Start with the first sight of the most affordable products, and then gradually cultivate the loyalty of members to the brand through the immersion of pet fan benefits.
In this way, members' favorability towards SkinSee can be maintained at a good level, and SkinSee does not need to rely on big promotions to win the peak sales of the year. "11.11 is a window for us to talk to most consumers, not a node for volume profits. ”
Like most brands, SkinSee has adopted methods such as priority trial by members, cooperation with influencers, upgrading of old products, and pushing skincare tips to maintain customer relationships.
On weekdays, Skinvision actively invites members to participate in new product research and get advice on how to optimize products. "Extremely discerning users bring us new inspiration, and members tend to be more receptive to new products. ”
Stills from the Raising of a Vulgar Girl.
After all, the research and development of skin care products requires a certain cycle, and the frequency of new product updates is always limited, and upgrading old products is another usual marketing method.
Ang Lee observed that consumers have a certain cognitive foundation for old products, and newly upgraded products will be able to bring word-of-mouth accumulation and repurchase more steadily, or convert some potential users who have a wait-and-see attitude into members.
In the face of increasingly rational consumption Xi, Skinsee normalizes welfare and regards efficacy as the core competitiveness of members, and the practice of "honest people" may not be able to quickly bring a huge number of customers to Skin, but users must feel the true sincerity of the brand and spontaneously have a deep connection with the brand. Even if you don't stock up because of rationality, you will continue to consume.
Consumers becoming pragmatic does not mean that they have no demands other than functional utility. When skin care products are freed from the first-class war and functional war, Ang Lee believes that emotional value is a powerful tool to reflect brand differentiation and enhance user viscosity.
When people feel that the brand represents themselves, they keep following. "In particular, the younger generation of consumers has a very clear label of pursuing diversity and self, and when choosing products, people will subconsciously look for products that smell similar.
At this stage, Skinvision is still a cutting-edge brand, and it has not used complex marketing methods to expand its influence, but the "personality" has been established early.
Image source: See skin.
Unlike many brand marketing accounts, Skinsight*** Toutiao rarely promotes advertorials, and most of them are in-depth stories with women as the protagonists.
Most of the protagonists of the story are mavericks, free and easy, and still stick to their hobbies even if they are not understood by the outside world. Most of these stories come from skin-to-skin users, or women close to them.
During the research, we will have in-depth communication with users, and as long as we find that the other party has a shining point that impresses people, we will write it down. "Ang Lee maintains a persistent and casual attitude towards content marketing, not setting relevant KPIs for the team, but as long as he captures the right story, he writes and publishes it anytime, anywhere.
Ang Lee's ultimate goal is to build the tonality of the brand through the spiritual power of women, encouraging girls to insist on themselves and become the protagonists of life.
People on the same frequency will be infected by powerful stories and become new users. The two-way empowerment of brands and users forms a virtuous circle, and brand recognition will become more and more distinct with the expansion of user groups.
I'm fine in another country" stills.
At present, the reading volume of the tweets has been high and low, the comment area has always been lively, and the emotional value of the brand is in the stage of accumulation and exploration.
Of course, she also expects that there will be more publicity windows in the future to convey the aesthetic proposition and value embodiment of skin opinion. "We want to become a brand with a sense of technology and pioneering, and we hope that users with the same belief will like it. ”
Whether it's functional or emotional, people emphasize a sense of meaningful value when shopping, rather than the pleasure that floats on the surface of the buying process.
This invisibly also puts forward new requirements for the brand, taking off the coat of showmanshipThe real value of the product can really retain calm and pragmatic consumptionPerson
Edited by He Ziqiu.
Interview and writing by Wen Jing.
First illustration by Bai Ji.
Figure Respondent provided, network.
New ** design Wang Yuzhe.
This article appeared in the November-December 2023 issue of Fashion Health.
There are deletions here.