and further to Sun Xu's post from last year
P&G know what they are doing..we just can't see the big picture yet
SK-II Tmall super brand Japanese beauty artifact reverse magnetic small gyro debut
Published on 2017-08-29 11:38 | Source Internet | Author Internet
Abstract: On August 24th, the high-end cosmetics SK-II, which was nicknamed
“The Key to Beauty” by Amy, joined hands with Tmall
Super Brand Day to launch a new beauty artifact – the reverse magnetic small gyro. A
s the highlight of SK-II this year, the reverse magnetic small gyro is regarded as the black technology of the cosmetics industry by beauty and skin care experts, and Tmall also continues to fully empower SK-II's core new products, leading the beautiful upgrade of SK-II.
This SK-II Tmall Super Brand Day event started pre-sale two weeks ago. Many Amateurs prepaid on the official flagship store of Tmall
SK-II early, in order to bring this black technology artifact to the first time. Return home. It is reported that pre-sale consumers can also get customized luxury gifts, thousands of gifts and other benefits.
Under the enthusiasm of consumers, the reverse magnetic small gyro set broke the million sales in 1 minute on August 24th, and the 9-hour break-up beauty Tmall Super Brand Day event single-day sales record, many SK-II fans They all shouted "Hurry to buy" under the official micro. Just like other high-quality 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 gyros are robbed on the same day, SK- II The total sales of the day was more than 42 million, and 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.
SK-II launches revolutionary new products to pay attention to women's deep beauty
SK-II's new reverse magnetic small gyro is called "SK-II magnetic micro-vibration introducer", which is a new revolutionary product specially developed for the RNA micro-muscle series. According to SK-II experts, the “reverse magnetic small gyro” can vibrate 7000 times per minute after contact with skin. With SK-II skin care products, continuous use of reverse magnetic small gyro can significantly shrink pores and create a tight skin for life. To the glory.
In the new product launch conference of SK-II on August 19th, Chen Bolin, who has always been a dynamic and fashionable image, attended the SK-II brand creative teacher. He said: "Beautiful skin must be full of strength! Beautiful representative of strength I am confident and dare to rewrite my destiny.
I really like the design and use of this new product of SK-II. I can feel it is injecting strength into my skin.” It can be seen that the SK-II new product release pays more attention to this. From the perspective of women's emotions, pay attention to the deep beauty of women.
Creative empowerment SK-II makes consumers understand the brand better
According to CBNData and Tmall's "2017 China Beauty Care Consumer Trend Report", Bacheng Beauty's brand has accounted for more than 10% of online channels in China. Among them, Tmall growth rate is higher than the overall online growth rate. It is undeniable that the growth of the market is inseparable from Tmall's overall empowerment of the brand.
In order to cooperate with SK-II Tmall Super Brand Day, the 14th Tmall Fantastic Research Institute borrowed a piece of paper to dance on the stage of the reverse magnetic small gyro, and issued a declaration “inside the confidence” from the inside while looking for the inner beauty. "
Your brilliance blooms anytime and anywhere"; SK-II also teamed up with Tmall to focus on the topic #我的美丽不面#, reading up to 170 million, multiple KOL release related content, not only to upgrade the brand value of SK-II, It also touched the delicate life emotions of consumers, and SK-II, who deeply understands the user's psychology, once again captured the goodwill of consumers. During the event, SK-II Tmall Super Brand Hiba Screen has multiple news clients, and now the headline, Meitu Xiuxiu, Beauty Camera, Netease Cloud Music, Sina Weibo and other channels, the total exposure is more than 600 million, Beijing In Shanghai, Hangzhou, tens of thousands of buildings LCD repeatedly played a week related video.
Tmall said that Tmall Super Brand Day will be the main brand marketing position and will be co-operated with each brand. This is not only advertising and star promotion, but more importantly, Tmall will be exclusive based on brand values and product characteristics. Brand creative marketing planning. It can be noticed that the short video of the "Life Stage" of the 14th Tmall Wonder Institute is a creative output for SK-II, which can deepen the brand image and provide users with different consumer content experiences.
14th Tmall Fantastic Institute
"Membership" channel breaks the power to help brand new retail layout
Since the birth of Tmall Super Brand Day, the accumulated brand marketing experience has gradually shaped a new marketing model under the new retail. This model can use Tmall's data resources to dig deep into user images and help brands better provide users with exclusive features. service. The “Membership Pass” project, one of the important weapons of the Tmall growth engine, is based on user data.
It is understood that SK-II joined the "Membership" project in June 2016, and built a brand private data bank this year, which provides a comprehensive insight into user preferences and improves user accuracy. For example, this time Tmall Super Brand Day, SK-II Tmall flagship store has set up exclusive benefits for member points and member redemption activities, adding more than 30,000 new members. Therefore, under the promotion of Tmall Super Brand Day, the sales volume of SK-II core new products is expected to be double. In fact, the purpose of the “Membership Pass” project is to open up the omni-channel member data of the brand and achieve a more precise positioning of the entire membership group, thereby enhancing user stickiness.
At present, like SK-II, more and more high-end cosmetics brands choose Tmall Super Brand Day as the main marketing position. While helping the brand channel sink and reach users, Tmall will continue to explore efficient brand marketing in the new retail era.
(20min delay)