How to use new media in cosmetics companies
release time：September，03，2019
Cosmetics are categories that are frequently consumed, easy to cultivate brand loyalty, and have a large base of use. These characteristics make it suitable for new media for user maintenance and online sales. Today, I will tell you about how to use new media in new cosmetics and new products.Use new media to build a professional image, find and maintain potential customers. Functionally strong, such as acne, blackheads, pores reduction, whitening, etc., you can use these keywords to regularly search for users with corresponding needs on Sina Weibo. Users with such needs usually vomit, "again Long acne, "pores are so thick", etc., establish an official Weibo to give professional advice to these users while recommending the other party to use their own products. Regularly update the keywords, insist on interacting with new users on Weibo, and quickly accumulate a group of customers who are suitable for using your products, and guide them to the WeChat public account in due course.
The WeChat public account regularly edits the user's question and answer content, and elaborates the push according to the climate, skin quality and regional characteristics. On the microblog, it regularly interacts with the user and actively publishes some content with universal value, and perseveres. The new media has established a professional image of its own brand, but also gathered a group of users who agree with your brand service concept.
Use experience products to screen customers. When gathering a certain user group, at this time, the user can issue a trial or experience package through an interactive form such as a prize-forward question and answer survey. Distributing the experience package is a relatively common practice for cosmetics companies. Many companies will do it, but few can track the experience users. The value of new media has come into play at this time. For users who do not have obvious effects after using the experience, they can either ignore or not do too much maintenance. For users with obvious experience, they can stimulate users to purchase and list them as key maintenance through Weibo exclusive price or preferential price. Object. Cosmetics have certain limitations. For example, some are specific to oily skin. Those with dry skin are not suitable, but the user's area and physical factors determine the effect, and some are not suitable at all. Or those who are used to a certain brand of products, in fact, are not suitable. The advantage of distributing trials through new media is to use the user's greedy and cheap mind to quickly find suitable users, and also to make some improvements through the results of experience feedback, such as packaging, express delivery, etc. before the product launch. Unexpected defects.
Use new media to gather loyal customers. Simply put, Weibo and WeChat are used to maintain users who are gathered by the aforementioned means and are suitable for using their own products. For the timely handling of complaints from such users, it is recommended to promptly absorb, keep track of the problems, regularly introduce old users' feedback prices, and old users' exclusive gifts, so that users can purchase again and also have exclusive sense of honor. At present, on the network, the acquisition cost of new cosmetics users is generally more than 100 yuan, and the flexible and effective use of new media such as Weibo WeChat can effectively reduce the acquisition cost of new users by at least half, greatly reducing the repurchase of users. Activation cost. When a certain number of loyal customers are accumulated, the company basically does not need to invest too much energy to absorb new users. It is enough to use the new media to maintain and communicate with customers. Cosmetics vary depending on the category, and the frequency of general repurchase is between 2-6 months. When old users accumulate a large enough quantity, such as 50,000, a monthly or 20,000 is a very easy thing.
Extensive network entry. Only the above work is not enough. Although the proportion of mobile purchases has gradually increased, but not more than half, the main sales are still from the PC, so it should be done on the traditional PC portal. For example, Baidu Encyclopedia, Baidu know, Baidu Post Bar, Douban, etc., establish the terms, establish a brand area. When conditions permit, it can be appropriately expanded, such as establishing a public number on the line, establishing an official QQ space, and establishing an official Tencent Weibo. Through these channels, users can retrieve and enter the brand when searching. The social homepage comes up, or users can enhance their purchasing confidence through these channels when comparing brand reputation. Taobao's trial center is also a good channel. On the official website, you can set up a trial center column, let users who are interested in obtaining trials fill in the detailed information, freely distribute the trials for the more consistent user groups; release the user feedback, and experience the better, write better The trial experience is posted on this section to improve the confidence or experience of the user's purchase. This is also the basic work that needs to be adhered to for a long time.
Use good people, vertical media and self-media power. Taobao people are more traditional means to find some more influential people, through their experience reports, enhance the role of endorsement. In vertical media, such as PClady, poster network, etc., through the evaluation reports of these vertical media, it can be precipitated as a material on the search portal, which helps to endorse. Since the media began to be popular last year, there have been a lot of vertical media for cosmetics. Occasionally, they can write professional evaluation articles or reports to increase brand exposure, and use it for trial distribution, event promotion, and enhanced interaction. Precipitate the user.
Through the above steps, we can see that building a WeChat-based mall, allowing users to implement a closed loop on WeChat is one of the foundations. Establishing an official mall is also a wide-ranging entry into various e-commerce channels, such as No. 1 Store, Tmall. Jingdong, Jumeiyoupin, Le Bee, etc. are also the foundation, because you have to give users a rich and comprehensive purchase portal.
At present, the competition in the cosmetics industry is relatively fierce. The next competition may be more based on the secondary recommendation, accurate demand and personalized service based on the data accumulated in the process of using new media and e-commerce marketing. Different regions, different climates, different age groups, different skin types, different user economic conditions, etc. The demand space for cosmetics is different, very diverse, there is still a large market space in the middle, in recent years there have been many cosmetics brands such as Herbs, Membrane, PBA, etc. are the best in this line. The above method is relatively suitable for new brands in the cosmetics industry.
