SK-II pushes the plaque after the small gyro, and the beauty instrument "changes the fate"?2019-02-14 14:30:10 Source: Cosmetics Finance Online Classification: News Reading (652)SK-II pushes the plaque after the small gyro, and the beauty instrument "changes the fate"?Guide:After playing the classic items, after launching various "bea uty instruments" with the products, will it become the next direction of SK-II?CBO reporter Li JianziThe SK-II brand, like its value proposition, has been "changing its fate."Just as most beauty brands are still on the normal product level, SK-II has already played a leading role in "black technology" instruments. From February 12th to February 28th, SK-II exclusively sold a new member of the SK-II family at the Shilla Duty Free Shop at Singapore Changi Airport: SK-II 祛 祛 精华 精华 , , , , , Sold elsewhere.SK-II pushes the plaque after the small gyro, and the beauty instrument "changes the fate"?Judging from the existing exposure information, this product is mainly whitening, and it also has a certain effect on acne marks. The current price in the Silla Duty Free Shop is 190 Singapore dollars (about 950 yuan). The reason for choosing the Shilla Duty Free Shop is probably because it has always been one of the largest duty-free shops in the world and one of the highest-selling duty-free shops in SK-II.It is worth noting that when the beauty instrument "wind" was blown up in the Chinese market in 2017, SK-II introduced a magnetic micro-shock introduction instrument (reverse magnetic small gyro). It was claimed to be the world's first product, which can be used with a series of branded star products such as the red bottle to achieve a better import effect.As the highlight of SK-II, the brand chose Tmall Super Brand Day to empower this product, and invited Chen Bolin as a SK-II brand creative division to sip for the product platform. Soon, this is a new product that leads the trend from the appearance and the core concept. It has a million sales in one minute on the line and a one-day sales record in the 9-hour break-up beauty Tmall Super Brand Day.SK-II pushes the plaque after the small gyro, and the beauty instrument "changes the fate"?Just like other brands of Tmall Super Brand Day, SK-II, which has won the Tmall online channel, has ushered in a high sales popularity. The new product has achieved great success. Nearly 10,000 sets of new reverse magnetic small gyro were robbed on the same day, SK- II The total sales of the day was more than 42 million. At the same time, the number of visitors to the store was nearly 2.26 million. It also added 30,000 binding members to SK-II, creating a new era of Tmall beauty equipment. On the other hand, this innovative small gyro also laid the foundation for the brilliant record of the SK-II double eleven.SK-II pushes the plaque after the small gyro, and the beauty instrument "changes the fate"?[Users are full of expectations for the light and freckle essence pen]Although it has passed the barbaric growth era of the beauty instrument market from 2016 to 2017, it is undeniable that the return to the rational beauty instrument market is still a big blue ocean. "SK-II can launch a black technology product for whitening and whitening, which is still worth looking forward to." Many consumers expressed such a heartfelt wish.In fact, unlike other high-end brands, SK-II, which specializes in the skin care market, seems to have always wanted to go to smart technology.In October last year, SK-II Future X limited-time flash shop was unveiled in Shanghai. In addition to bringing a number of digital experiences to consumers, the SK-II Skin Care Essence (Shenxian Water) smart bottle was also unveiled. The brand combines the best-selling products with the Internet of Things and supporting apps to launch innovative packaging, trying to make consumers have “exclusive smart beauty consultants” at home to enhance the skin care experience.Procter & Gamble's latest annual report shows that SK-II has recorded growth for 17 consecutive quarters. At the same time, the financial report specifically pointed out that China has become the most active market for high-end beauty. Previously, P&G's chief financial officer Jon Moeller said that the company hopes to counter price pressure by launching new products and focusing on the higher-end market. The high-end market products have higher profit margins and customers' willingness to consume.Compared with other brands, SK-II is not fast in launching new products. Its core product, Shenshui Water, has never changed its formula for 38 years. On the one hand, SK-II relies on the time of the product to precipitate the high-end beauty dividend. On the other hand, the unity of the product structure also forces SK-II to make changes that meet the needs of the new generation of consumers.SK-II pushes the plaque after the small gyro, and the beauty instrument "changes the fate"?Now, as a high-end beauty "red-hot chicken", SK-II has chosen a product with a promising future in the global market to reach more consumer groups. Kind of smart choices.Reprinted without permission: News » SK-II pushes the plaque after the small gyro, and the beauty instrument "changes the fate"?
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