With the resumption of offline entertainment activities, celebrity marketing will gradually recover in 2023, and according to relevant industry data, the new brand endorsements of celebrities have increased significantly compared with last year. Compared with the pursuit of short-term traffic and the effect of bringing goods in the past, brands now pay more and more attention to the "quality-price ratio" and prefer high-quality artists with excellent works.
On February 24, Fuerjia officially announced Su Xi as the brand ambassador, breaking the convention of only signing traffic stars in the beauty industry, which caused heated discussions in the industry.
Why Ren Suxi? What kind of brand story does Fuerga want to tell through her?
Erjia Ren Suxi
The two-way rush of the "powerful faction".
On February 21, Fuerjia released a suspense poster on Weibo, and before the official announcement of the brand ambassador on the 24th, a facial feature will be announced every day. Although Ren Suxi does not focus on the appearance label, his appearance is very recognizable, so he was quickly recognized by netizens.
When it comes to Ren Suxi, few people will say that she is a star, but more will say: she is an actor. She has created countless vivid female characters, the free-spirited Zhang Yiman in "Donkey Gets Water", the fierce and poisonous Ma Jiaqi in "The Nameless", and the ...... Fang Yinuo in "Dear Child".As an "experiential" actor, she hides herself in the role, excavates the vitality of the character, and makes herself truly this character.
She is also a singer-songwriter, and every time she performs a play, she sings a popular song: "Hu Guangsheng", "Wang Zhaojun", "Sui Sui" ......Self-composed lyrics and songs, the singing voice is tactful and delicate, full of a leisurely sense of story. In this year's Spring Festival Gala, she even exploded out of the circle with a solo song "She with Pillow Light".
The entertainment industry where appearance is paramount has never lacked traffic flowers, but Ren Suxi can do it without relying on his face, but with all-round strength, he is down-to-earth and determined. She is very indifferent to other people's evaluations of her appearance, thinking that although she looks ordinary, she can just play a real ordinary person.
Whether it is the growth path or the spiritual core, Ren Suxi is highly compatible with Fuerjia. Just as Ren Suxi excavates the "true self" in each role, blesses talent with hard work, and gains the audience's recognition with solid internal skills; As a domestic brand, Shierjia has always taken "research and development" as the brand background, and has developed products more suitable for Chinese skin with excellent scientific research strength, and currently has a solid user reputation.
In the product poster taken by Ren Suxi for Fuerjia, the efficacy of each product is in line with Ren Suxi's characteristics, such as anti-wrinkle when rejuvenating and condensing**: the years are slow and the beauty is free"; Niacinamide Whitening and Spot Repair Patch: "Be yourself, you will shine", which perfectly interprets the perception of beauty by contemporary independent women.
Fuerjia chose Ren Suxi this time, hoping to convey the skin care concept of "professional, healthy, confident and authentic" through this powerful actor, and also convey the new brand core - beauty, which is never superficial, but comes from internal accumulation and sublimation.
In the past, the celebrity marketing of beauty and skin care brands was based on high-flying traffic and the appeal of celebrities' fans to quickly achieve explosive growth in brand voice and consumption conversion. Nowadays, brands are paying more and more attention to the long-term shaping of brand power, and Fuerjia has experienced rapid progress in the early stage, and has gradually transformed to precision marketing. A powerful artist like Ren Suxi can not only form a synergistic resonance with the brand genes of Fuerjia, but also tell a good brand story; It can also continue to produce excellent works with high national popularity, help the brand reputation fermentation, and empower the brand for a long time. It can be said that it is a two-way rush of powerful factions.
On March 8, Women's Day, Fuerjia will also join hands with Ren Suxi to present a "Auntie's Story" to jointly interpret the beauty of contemporary women. When the "acting power" meets the "skin care power", what kind of touching resonance will collide? This undoubtedly raised the audience's expectations even more.
Consolidate R&D strength
The true brand story of SHIERGA
Domestic beauty products have entered the Red Sea competition, and the key to the strong vitality of Fuerjia is its strong independent research and development strength, which is the "powerful" brand story that Fuerjia really wants to tell.
When acquiring North Star Pharmaceutical in 2021, Fuerjia absorbed North Star Pharmaceutical's production and R&D personnel and production qualifications, and had the strength of independent research and development. In 2023, the Northern Beauty Valley Industrial Base built by Fuerjia with an investment of 1 billion yuan will be officially put into use, which integrates R&D, production and warehousing, with R&D laboratories, university industry-university-research cooperation laboratories, quality inspection laboratories, intelligent three-dimensional storage warehouses and 8 fully automated production lines, etc., with a daily output of 1 million stickers. When many brands are still using the foundry model, Fuerjia has realized the whole process of independent production from raw materials to finished products, and has a "super fortress" of R&D and production.
At the same time, Fuerjia continues to promote the upgrading of the R&D system, adopts the R&D model of "self-research and self-development + internal and external collaboration", builds an industry-university-research chain, increases the research of new raw materials and new technologies, and commercializes the research results.
On the raw material side, Fuerjia has established a joint R&D laboratory with Shenzhen Shanhai Innovative Technology and Harbin Institute of Technology (Shenzhen) Nobel Prize Laboratory for Intelligent New Materials, specializing in supramolecular "intelligent" assembly technology. At present, a number of application technologies have been explored, such as supramolecular eutectic strengthening technology, NADES directional extraction technology, and superconducting synergistic permeation promotion technology. By controlling the process of molecular self-assembly, these technologies can modify natural functional raw materials to reduce irritation, enhance solubility, improve functionality, promote permeability, improve stability, etc.
In terms of technical reserves, Fuerjia cooperated in the design, construction, expression, performance testing and fermentation and extraction process development of recombinant human fibronectin and recombinant human elastin. According to **, Fuerjia also carries out industry-university-research cooperation projects with universities and research institutes such as Northeast Forestry University, Jiangnan University, Sichuan University, and Kunming Institute of Botany, Chinese Academy of Sciences. The cooperation includes the research and development of supramolecular materials, the research of new plant extracts, and the upgrading of product processes and formulas.
In November last year, Fuerjia also announced that it planned to set up a branch in Shanghai, establish a Shanghai R&D center, and consolidate its independent scientific research capabilities.
With the strong support of science and technology, Fuerjia continues to expand its product line, launching water, essence and lotion, spray, freeze-dried powder and other multi-form products, successfully leveraging user reputation with "large single product + multi-category".
From "the first unicorn" to "the first share of medical dressings", after 6 years of deep research and development, Fuerjia has gradually become the leading enterprise in the domestic first-class nursing track, forming a two-wheel driven growth pattern of medical dressings and functional skin care.
In the past, the labels of domestic beauty products were "low-end", "cheap" and "flat", but now the domestic brands represented by Fuerjia are constantly promoting product power with scientific and technological innovation, reshaping the spiritual outlook of domestic products, and striving to remove low-end labels. Zhang Liguo, chairman of Fuerjia, once said: "Oriental beauty is from the inside out, and the beauty of national self-confidence is very important", Oriental aesthetics needs the inheritance and promotion of domestic beauty, and the beauty of national self-confidence needs domestic brands to continuously consolidate the scientific research base and polish the "technical signboard" with hard core strength.
Adhering to the long-term principle of scientific research, Fuerjia may write more new chapters of "powerful faction" in the future, leaving the dazzling light of "Oriental beauty" at the peak of the world's beauty.