Han Shu spent less than 45 million yuan on Mimeng's team, but leveraged 4 billion yuan of traffic and 3.3 billion yuan in sales. All in all, Han Shu has a heavy position in Douyin e-commerce, fist products take the lead, bet on short drama marketing, and make money in 2023.
Text丨Financial gossip female author: Wu Yanzu is fake and serious
Often, before the heroine "counterattacks", she will find a quiet corner, talk about the benefits of a lot of skin care products, and then make a mess on her face, ** instantly beautiful. Then refreshed to tear the scumbag green tea, or directly inherit hundreds of billions of assets. While the cool spots are bursting, beauty brands are also making a lot of money.
Douyin short dramas exploded, and domestic beauty brands took advantage of this to sprout "another spring", and "Han Shu" is one of them.
Douyin's 2023 beauty sales data shows that 10 of the top 20 are domestic brands, of which the first place was won by "Han Shu". The share price of Han Shu's parent company "Shangmei Shares" has risen sharply from about 20 Hong Kong dollars per share at the end of 2023 to about 41 Hong Kong dollars per share at present, and the worth of its boss Lu Yixiong has also soared to 7.3 billion.
You must know that in 2022, Han Shu will not even enter the top 20 on this list. The only change this year is that a few short dramas have been cast, which have brought considerable traffic.
So, playing Douyin, for beauty bosses, can they really change their lives?
Li Jiaqi can't look down on the brand,
Relying on the sweet pet drama of the boss to turn over,
Reward for "selling" a Rolls-Royce
Judging from Douyin's beauty GMV list in the past three years, in 2021 and 2022, foreign big brands will firmly occupy the top few, and only Huaxizi can find some presence in the top five.
But in 2023, the style will be switched, and Han Shu will be 33The GMV of 400 million yuan surpassed international brands such as Estee Lauder and L'Oreal to become the first on the list, and its sales even surpassed the second place L'Oreal by nearly 1 billion yuan, achieving a growth of 374% over the previous year.
Han Shu has already made up his mind inside. At the industry conference in December 2023, Lu Yixiong, founder and CEO of Han Shu, said modestly: "Our GMV on Douyin this year may reach about 3.3 billion, which is in a process of growth. In the first half of 2023 alone, the performance soared by 703%”。
On December 22, 2022, Han Shu's parent company, Shangmei Co., Ltd., landed on the Hong Kong Stock Exchange and became the "first domestic beauty stock in Hong Kong". The issue price is 252 Hong Kong dollars shares, after the listing has been tepid until the end of 2023, the stock price suddenly **, from 188 Hong Kong dollars have risen all the way to 41HK$9.
The cycle of stock price ** corresponds to Han Shu's disclosure of "Douyin performance". It can be said that Douyin has become a stimulant that "stimulated" Han Shu.
Han Shu, as soon as I heard the name, I had a strong sense of Korea, and at the beginning of the company's establishment, it was still a "micro-business" channel. In November 2022, Li Jiaqi commented on Han Shu in "All Girls' Offer 2", saying that he could not find a position in domestic brands and had no popular products.
As we all know, if you want to stand in the cosmetics industry, you have to have popular products that are so well-known that female friends can have nicknames. For example, what a small black bottle, a certain black bandage, **small light bulb, ex-boyfriend**, etc.
In 2023, Han Shu will make up for this shortcoming and launch the anti-aging product "Red Man Waist". In terms of pricing, Han Shu also listened to Li Jiaqi's words, and continued to carry forward the "fine tradition" of low gifts and many gifts, and only sold 399, which can be regarded as the "floor" of anti-aging products.
As early as 2019, Han Shu invested resources on Douyin, and in recent years, he has opened up a little market, but not much.
It just so happened that the skit fever was coming. In February 2023, Han Shu reached a cooperation with Douyin's 37 million fan Internet celebrity "Jiang Seventeen" to launch the short drama "Dress Up with Growth", a total of 16 episodes, with a cumulative ** volume of more than 6500 million, driving Han Shu to convert more than one million sales.
Han Shu saw that the situation was so good, and immediately named four short dramas such as "Heartbeat More Than One Moment", "A Beam of Sunshine and a Beam of Love", "All Love and You", "You Will Be Red in the End", the plot revolves around the story line of "Sweet Pet" and "Boss", so that the audience will definitely say Han Shu's "red waist" for half a minute.
As a result, these short dramas have exploded, and the cumulative number of ** has exceeded 4 billion, setting a new record for the highest ** of Douyin short dramas.
Screenshot of Jiang Seventeen's Douyin.
In parallel with the traffic, it is to find Internet celebrities to bring goods. In 2023, Han Shu will appear in the live broadcast room of super Internet celebrities such as Crazy Brother Yang many times, and Han Shu will also establish his own live broadcast matrix on Douyin. Some Han Shu live broadcast rooms are famous for their 24-hour ** live broadcast, and are called "the sun never sets live broadcast room" by netizens.
The data shows that from January to February 2023, Han Shu's sales will be nearly 10 million, and after the short drama advertisement, Han Shu's sales on Douyin will continue to exceed 100 million in April, 400 million in August, and more than 500 million in the fourth quarter, and 3.3 billion products will be sold on Douyin throughout the year.
Jiang Seventeen's custom skit ** is 5580,000 yuan episodes, Han Shu customized 5 dramas with a total of 80 episodes. Jiang Seventeen's MCN organization is a silver earth, and this company is generally considered to be the position of the "traffic godmother" Mimeng.
In other words, Han Shu spent less than 45 million on the Mimeng team, but leveraged 4 billion traffic and 3.3 billion yuan in sales.
All in all, Han Shu has a heavy position in Douyin e-commerce, fist products take the lead, bet on short drama marketing, and make money in 2023.
The product sold well, the stock price skyrocketed, and Lu Yixiong, the founder of Han Shu, was happy. A screenshot went viral on the Internet on January 4 showing that Han Shu's parent company, Shangmei Co., Ltd., issued a commendation order, saying that Ms. Luo Yan, vice president of marketing, led the sales team to create a "miracle" in 2023 and rewarded Ms. Luo Yan with a Rolls-Royce Dawn. The market price of this car is between 5 million and 6 million.
No matter how fast the train runs, it must have a headband. Han Shu may really want to thank Lu Yixiong, he is a marketing genius.
"Shi Yuzhu in the beauty industry" is worth 7.3 billion
Do not vote for 1Ads under 500 million
At the end of 2023, Lu Yixiong will be on the "Hurun Report" with a value of 7.3 billion yuan, he is not the richest in the beauty industry, but he is the best at marketing products, and netizens jokingly call him "Shi Yuzhu in the beauty industry".
Lu Yixiong was born in Shantou, Guangdong Province in 1977 and went to Guangzhou in 1994 to attend a junior college. When he was in school, the Chaoshan money-making gene in his body was activated, and he set up a stall to sell CDs, run a lunch business, and opened a convenience store.
After graduating from junior college, Lu Yixiong planned to do a clothing wholesale business in Xi'an, but later felt that cosmetics were more marketable. As it turned out, his choice was wise, and relying on wholesale cosmetics, he got his first pot of gold in his life.
According to Lu Yixiong in an interview, in 2001, he went on a business trip to Shanghai and was attracted by the local business environment, and the business in Xi'an was handed over to his younger brother to take care of, and he led a team of eight people to Shanghai. In 2002, the Korean drama "Blue Life and Death Love" was broadcast in China, and Korean cosmetics were a big hit, so he took the opportunity to establish Hanshu Cosmetics Company (the predecessor of Shangmei Co., Ltd.) in Shanghai.
It's time to show Lui's marketing ability.
At the beginning of the 21st century, Amway, Avon and other cosmetics heated up the domestic direct sales market, and Han Shu immediately followed the offline direct sales, with a revenue of 100 million yuan in 2005.
In 2009, he led the Hanshu brand to enter the TV shopping channel, and in the second year, it became the first in the TV shopping industry. Later, with the rise of micro-business, Lu Yixiong set up a micro-business division, and under his leadership, Han Shu once created a record of 40-day sales exceeding 100 million.
Lu Yixiong's courage to spend money on marketing was truly demonstrated in the TV era. He summed up a set of "multi-brand + omni-channel + advertising bombardment" for the company, and said: "Less than 1."500 million don't go, and you can't make a sound if you go. ”
Let's take a look at Lu Yixiong's record:
2014 Han Shu 2400 million yuan titled "If You Are Honest, Do Not Disturb", and 55 million yuan titled the job search program "You Belong";In 2015, another 500 million yuan was allocated to renew the contract "If You Are Honest, Do Not Disturb", which became the "largest single in China's advertising history" that year;
In 2016, Han Shu's "One Leaf" 22.8 billion won the title of Hunan Satellite TV Diamond Theater;
February 2018, a leaf 1500 million titles "This! It's hip-hop"...
These are all things that Lu Yixiong thinks has a sound when he smashes down, and there are many things lower than 1500 million naming fees, such as, "Everyday Upward", "Mars Intelligence Agency", "Tomorrow's Son", "Three Lives, Three Worlds, Ten Miles of Peach Blossoms", "An Home", "Thirty Only", "In the Name of Family"...In short, what is hot to vote for.
The naming fee is smashed, and the advertisement has to have a grip. Han Shu's consumer group is women, what do women like?
That's right, little fresh meat and beautiful women.
In October 2014, Lu Han just proposed to the original brokerage company to terminate the contract, and in December he became the spokesperson of Yiye **. Yiyezi's official Weibo said that this is Lu Han's "first personal endorsement after returning to China", and the traffic value is full.
In addition to Lu Han, there are Liu Haoran, Hu Yitian, Wu Moumou, Nicholas Tse, Yang Ying, Tong Liya, Lin Chiling, and Guo Caijie. have successively endorsed the products of Lu Yixiong's company.
Netizens said that watching Han Shu's advertisement, they could smell the burning banknotes every second. Some people exaggerated that a piece of **5 yuan, the TV station took two yuan and five, and the star took two yuan and five.
Lu Yixiong quickly laid the foundation of marketing, but the times are also changing rapidly. First of all, the TV station is not popular, and then the cosmetics on Smecta's side are snubbed by this generation of young people, "* They don't sell well."
On December 22, 2022, Lu Yixiong led Han Shu's parent company, Shangmei Shares, to successfully land on the Hong Kong Stock Exchange, and the stock price has not performed well for a year.
Shangmei shares are listed on the Hong Kong Stock Exchange.
Who knows, Lu Yixiong's marketing perception is so strong, he soon turned to Douyin with a lot of money, and bet on the right short drama marketing, and then made another wave of beautiful turnarounds.
This also attracted criticism from the outside world, thinking that Han Shu paid too much attention to marketing. The marketing expenses in the first half of 2022 were 400 million yuan, and in the first half of 2023, they increased to 6300 million yuan, and it is expected to exceed 1 billion in 2023. As for R&D expenses, from 2020 to 2022, Shangmei's R&D expenses will be 07.7 billion yuan, 10.5 billion and 1100 million yuan.
Comparing the gap between the two, it is good to say that the R & D expenses are trending year by year. However, according to statistics, Han Shu's investment in research and development is "relatively ahead of its peers".
It can be seen that everyone in the cosmetics industry has a similar way of playing. After Lu Yixiong sent off Vice President Rolls-Royce, he had to beat it with a whip, isn't it just a Douyin skit, who wouldn't do it.
Rub the edge of L'Oreal and hug Li Jiaqi,
Big foreign brands fight back and force out the CMO? /
Short drama marketing is no longer Han Shu's own "panacea", and other friends have also followed suit.
As early as mid-2023, seeing Han Shu eating "fat meat", various families have bet on the short drama track to attract traffic. Brands such as Marubeni, Han Hee-jeong, AHC, Proya, Freda, and C coffee responded quickly.
Cosmetics Observation.
Back to Douyin's 2023 beauty list, the first place is Han Shu, and the third place is Proya. As can be seen from the picture above, the short drama marketing step Proya is late, and the first customized drama will be launched in September 2023, and the sales of Douyin will be suppressed by Han Shu.
But throughout 2023, the "sales champion" of domestic cosmetics is Proya. Proya is ranked first on the 2023 Double 11 Tmall Beauty, Douyin Beauty, and JD.com Domestic Beauty List. In the first three quarters of 2023, Proya's revenue was 524.9 billion yuan, which is the highest among local beauty companies.
Proya's boss Fang Yuyou is also a veteran in marketing, and he is no worse than Lu Yixiong.
In 1996, Fang Yuyou started from scratch and broke into the Hebei cosmetics market alone. In 2003, he and his brother-in-law Hou Juncheng created their own brand Proya, judging from the name, it is a word difference from the famous cosmetics L'Oreal, and the intention is self-evident.
Focusing on the sinking market, in less than 10 years, Fang Yuyou and his Proya team increased their sales to 4 billion, shaking the industry.
In 2017, Proya successfully landed on the Shanghai Stock Exchange, and it was also this year that Fang Yuyou formulated a strategy for Proya to attach importance to online sales. In the past two years, the plan has been more refined:
"Large single product" + "online marketing".If you often watch beauty live broadcasts, there is a high probability that you have heard of "morning C and night A", anyway, it means "white and black" in cold medicine, day and night correspond to different skin care products, in short, it will make you white and tender in the end (I don't know if it's true or not).
Proya has a large product that repeatedly uses the concept of "morning C and evening A", in addition to the noun treasure trove of other popular products, there are ruby essence, double anti-serum essence, night light eye cream, etc., and recently they have added "recombinant collagen" to cosmetics products.
The product is not expensive, and the gimmick makes people dizzy, Proya has the conditions to sell goods, and then it is to exert force on the channel.
Last year's Double 11, Proya had a total of 16 products linked to Li Jiaqi's Double 11 Super Beauty Festival, and the number of products was twice as many as in 2022.
In terms of Douyin live broadcast, at the beginning of 2023, there will be as many as 1,943 anchors on Proya's Douyin; Among them, the anchors labeled as "beauty" have the most, with 115; There are 9 anchors marked as "stars", including Jia Nailiang, Cao Ying, Zhu Zixiao, etc.
These are reflected in the financial report, that is, from 2018, as of the third quarter of 2023, Proya's marketing expenses have been spent 1065.5 billion yuan, while the R&D expenditure is only 53.2 billion yuan.
Ahem, don't talk about it.
While congratulating on the rise of domestic beauty, I hope they don't feel that they will sit back and relax. Recently, the Internet celebrity "Jiang Seventeen", who brought traffic to Han Shu last year, has been replaced by "Helena" and "SK-II" for its short dramas.
This is a good point, and the old foreign cosmetics companies can understand it at all.
On January 16, 2024, Proya confirmed that Chief Marketing Officer (CMO) Ye Wei had resigned, and Proya's stock price has quadrupled in the six years that Ye Wei has been in power. The specific reason for the resignation is unknown, and Proya's decent reply is: "Out of consideration for personal career planning, Mr. Ye has left Proya and will not affect the company's operations." ”
The class that is the first in the grade (Proya) must not be driven away by the head teacher just because the "Han Shu class" won the first place in the subject on Douyin.
Netizens have begun to think that the era of "heavy products and light marketing" of domestic cosmetics is coming?