This annual report season, the beauty and skin care track has run another dark horse.
According to the performance forecast released by Marubeni at the beginning of this year, in 2023, the company's operating income will increase by more than 30%. If calculated according to this data, Marubeni's shares will break through the 2 billion yuan revenue mark for the first time, reaching 22$5.2 billion. This is also the best result achieved by Marubeni since its listing.
This is not the only thing that makes shareholders happy. Marubeni's efforts to build the second curve of revenue growth have been fruitful, and the base makeup brand PL Love Fire (hereinafter referred to as "Love Fire") has maintained a trend of continuous growth, and its revenue in 2023 is expected to exceed 5$7.2 billion. You must know that in 2021, Lianhuo is a brand with a revenue scale of only 15 million yuan.
In horizontal comparison, the results of Love Fire are also eye-catching. According to Mojing's "2023 New Consumption Potential*** Love Fire will successfully rank among the top 5 in the foundation liquid cream segment in 2023, with sales second only to Estee Lauder and Lancôme, which have higher unit prices and deeper brand accumulation.
Seven years after Marubeni Co., Ltd. took it under its command, Passional Lover, which started offline and was formerly known as a Sino-Korean cooperative brand, finally completed its transformation, established a high-quality and minimalist base makeup mentality, and found its place in the crowded beauty track.
has skyrocketed 38 times in 3 years, what has Lianhuo done? What is the explosive product recipe that has created two series of "invisible" and "can't be rubbed"? How does Lianhuo undertake the traffic and make the popular products become popular? How should brands that started with offline channels promote channel transformation?
O1 simplifies the product line and replicates the skincare product's big-item strategy.
Nowadays, when it comes to love fire, you must be unable to avoid the two big items of "invisible" and "can't rub off" foundation. In fact, it was only in 2021 that Lianhuo completed the renewal and upgrading of its brand positioning, adjusted its product line, and determined the strategy of deeply cultivating the base makeup segment.
02 Use overheading, but don't rely on overheading.
The marketing expenses of Love Fire are all spent on**? The answer is not unexpected, Douyin, Kuaishou, and Xiaohongshu. Lianhuo settled in Douyin merchants in July 2021, opened Tmall official in March 22, opened Jingdong official *** in July 22, and at present, the number of fans of Lianhuo Douyin official *** Tmall official *** has reached 10910,000, 7920 thousand.
China's beauty and skincare market is becoming more and more mature, and the rise of base makeup brands is the best manifestation of this. Only when consumers have certain makeup skills and a deeper understanding of makeup will they have a higher and more diverse demand for base makeup products.
5G** digital human can show the brand interests in front of consumers, with greater power, stronger visual impact, and easier to attract the attention of customers. Brand enterprises can use the communication reach capability of 5G** digital human to direct member users to online**, mini programs, live broadcast rooms, or offline stores, etc., to complete the conversion in real time and achieve performance growth. And the value of Maoyun 5G** digital human to the brand is not only the rapid activation and repurchase of old customers during the event. In the long run, the 5G** digital human is also a disguised advertising, and every touch can deepen the impression of member users on the brand, and the ripple effect it brings empowers brand enterprises and offline stores to continue to activate and occupy the minds of users.
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