Review of Pechoin's phenomenal marketing.
|Poly beauty.
Author|AGE beauty is recognized as a prosperous track in the industry, but there has always been no lack of high-intensity competition and the flood of homogenization on the back of the bustling, which is a typical "red sea field". For example, as a marketing lighthouse industry, the exploration and investment of the cosmetics track in the field of marketing is far ahead, but also due to the unified high investment rhythm has also raised the threshold of the entire track, the contradiction between the increasingly advanced marketing cost and the disproportionate marketing return has also become a problem that makes the entire industry complain.
However, since the recent cooperation with the phenomenal hit drama "Flowers", to the series of marketing actions that landed on the Spring Festival Gala, the series of rising voices and positive consumer feedback shown by Pechoin are actually the few vivid cases in this sluggish but still "rolled" beauty marketing field that can effectively convey the core value of the brand and transform it into cognition and competitive advantage on the premise of amplifying the brand's voice.
In marketing strategies, beauty ad placement is a common method, but there are always few outstanding people who want to stand out from the circle. Therefore, the success of Pechoin's implantation in "Flowers" is by no means an accident that can be summed up.
From the very beginning, Pechoin's choice of "Flowers" is based on the clarity of its own brand genes and positioning, the process of implanting "Flowers", and Pechoin's awakening of the memory label of "Shanghai Century Brand".
In order to better convey this brand aesthetics and proposition, Pechoin tried to choose a way that blends into the plot and has brand characteristics in the implantation of "Flowers". For example, the first Shanghainese version of the advertisement was inserted into the episode, and the "Ruyi sticker" was inserted in a timely manner according to the direction of the plot. This allows Pechoin to take a "hitchhiker" to achieve a wide range of degrees, but also to the greatest extent to avoid the abrupt phenomenon caused by the abruptness of the plot for commercial purposes.
In the end, "Flowers" became a phenomenal domestic drama in 2023, and Pechoin also relied on tonal implantation and similar Shanghai Tang temperament to undertake this traffic, which not only awakened the memory of the times of a group of consumers, but also covered a new batch of consumer groups, polishing the century-old brand heritage of Pechoin in the consumer mind.
On the occasion of the finale of the plot of "Flowers", Pechoin struck while the iron was hot, and through the official announcement of the actor of the popular role "Li Li" - Xin Zhilei, the actor of the popular role "Li Li", took advantage of the reversal to extend the popularity of the plot to the spokesperson topic, so that the word-of-mouth, popularity and personality charm of "Flowers" can be reversed as a brand endorsement and maximize the communication value.
Under the series of actions, the follow-up marketing popularity of Pechoin has not only not decreased, but also based on the public's recognition of the oriental feminine charm of "Li Li", the oriental herbal skin care concept and oriental aesthetic image inherited by Pechoin have become clearer and clearer in the minds of consumers.
Pechoin, which is good at marketing, did not stop at "Prosperous", and then aimed at the annual event with the highest communication degree and the strongest influence - the Spring Festival Gala. As a well-known national-level event, the Spring Festival Gala has an impact on the expansion of brand effect, popularity and economic benefits.
On February 4th, the main station held the "New Year's greetings for domestic products" financial action, such as Huawei, Yili and other representatives of domestic enterprises and representatives of local cultural and tourism bureaus were invited to attend, to share the trend insights and brand stories behind the new domestic products, and send New Year blessings.
In this event, Pechoin took advantage of the opportunity to reveal that it took Oriental beauty as the design concept to create a "Longyun New Look" gift box, "Dragon Zeling" gift box, and Zhijia Yan gift box, which were sold in offline stores and online live broadcast rooms across the country during the Spring Festival, and sent blessings to the people of the country through the national tide gifts, and fired the first marketing shot for subsequent product sales.
On the evening of February 9 (Chinese New Year's Eve), Baiqueling brought the blessings of Wang Yibo and Xin Zhilei, two brand spokespersons**, to broadcast the ** period before the Spring Festival Gala, and simulcast for one minute to greet Chinese people around the world; Among them, the spokesperson Xin Zhilei released brand-related New Year's Eve on Xiaohongshu on the night of the Spring Festival Gala, further promoting the gathering of public sentiment and traffic, and helping Pechoin become a well-deserved "top brand" on the night of the Spring Festival Gala.
Thanks to the high traffic of the Spring Festival Gala, the help of Pechoin's "popular" spokesperson, and the certification of the official "stamp", Pechoin achieved all-round ** and growth beyond expectations during the Spring Festival Gala. Judging from the relevant Weibo topics of Pechoin spokespersons, there are "Xin Zhilei Spring Festival Gala program is almost leaking" and "Xin Zhilei is flashing" and so on have rushed to the hot search list one after another, helping the brand to get out of the circle.
Following "Flowers", Pechoin once again took advantage of the Spring Festival Gala's "appearance" to further catalyze the brand recognition and favorability previously established by the hit drama "Flowers", and also greatly consolidated Pechoin's national recognition. This will bring hundreds of millions of traffic and undertaking, and will also become a new growth point for Pechoin's future business.
In addition, it cannot be ignored that the national-level audience base and influence have always made the Spring Festival Gala a target pursued by many brands, but the Spring Festival Gala, as a national-level communication window, has a very high threshold and consideration factors for the selection of cooperative brands, and popularity, market reputation, and financial strength are all indispensable.
The "high-profile" figure of Pechoin in the Spring Festival Gala is undoubtedly the best official recognition of Pechoin, and it is also the embodiment of its outstanding competitiveness. As CCTV awarded Pechoin the title of "Domestic Beauty Pioneer Brand", whether it is a small round iron box a hundred years ago or today's frame cream, Pechoin has been using its focus on oriental aesthetics and the exploration of cutting-edge technology to continue to write its cross-century leading story with a pen.
After the top start of the Spring Festival Gala, in response to Valentine's Day, which collided with the Spring Festival this year, Pechoin also continued to attack strongly, teaming up with Daguang Cinema to start online and offline linkage through online collection of "Life **" landing offline and other forms, once again opening a wave of memory killing.
In the era of beauty marketing involution, a good brand marketing is by no means just a form and surface, it must be a two-way communication and value resonance between the brand and consumers, through the surface of the vertical excavation, but how to do it, the essence is the competition of the brand's comprehensive ability.
Judging from the wave of marketing of Pechoin from "Flowers" to the Spring Festival Gala, through accurate market insight and a solid foundation of marketing, organization and other business modules, it firmly grasps the two commanding heights resources in 2023, namely the phenomenal hit drama "Flowers" and the Spring Festival Gala, with online social media and offline resources all in, it is rare to achieve multi-dimensional expansion of brand marketing volume at the same time, and a continuous launch to wake up and even renew the brand image.
In Jumei's view, in today's beauty track where marketing is flooded but conversion efficiency is low, Pechoin has successfully leveraged the added value of the brand with correct and appropriate advertising placement and spokesperson publicity, re-told the "new story" belonging to this Shanghai century brand, and completed the first round of traffic accumulation in the way of "doing a good job in user experience and allowing users to help brand communication".
Subsequently, under the premise of sublimating the brand image with the help of the "Flowers" series of marketing, Pechoin cooperated with the Spring Festival Gala series to raise and fight, with the help of the marketing of the national communication window, in fact, it was achieved in the climax period of public favorability and cognition, maximizing the attention and discussion of the consumer side, which made its marketing return geometrically doubled.
The success of this series of marketing has once again verified the brand vitality from Pechoin's precipitation spanning nearly a century. In the context of the new era, Pechoin has already built a more complete system efficiency, forming a comprehensive competitive advantage from R&D, products, marketing, channels, organizations and other business modules, which is an important support for its series of marketing to land.
Of course, what is more noteworthy is that the marketing success of Pechoin may not only be a personal carnival, but also for the Chinese consumer market, which is still in a low state after three years of the epidemic, the brand energy and voice burst out by its series of successful marketing are of certain motivational and leading significance.
Under the leading effect of a brand like Pechoin, its development height will pull the growth space of the Chinese beauty market and even the Chinese consumer market to the limit, boost China's economic recovery, and then lead China's beauty to continue to climb on the world stage!
Visual Design: Lele.
WeChat typesetting: high.
Editor in charge: lucky