With functional skin care, we are deeply involved in Southeast Asia! The sales of the big promotion increased by 4 times

1.5 times, 2 times, 4 times... This is the significant growth of VIBRANT GLAMOUR, a domestic brand specializing in plant-based scientific skin care, in this year's cross-border 11.11 promotion compared to the 9.9 promotion.

With a multi-platform layout, new tracks, and a bet on Lazada's functional skincare sub-category, it is a typical example of a cross-border skincare brand, but it is also just a general microcosm of the wonders of Chinese products going global to Southeast Asia. New tracks, big explosions, and high growth, the hot demand for beauty and skincare in Southeast Asia is being transmitted to the entire Chinese product circle through the brand example of VIBRANT GLAMOUR .

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It is no accident that botanical skin care products are accepted and paid for by consumers. The brand’s precise popularity is the real reason why VIBRANT GLAMOUR continues to enjoy multiple rounds of sales booms. In this regard, this article will explore the following three viewpoints from multiple angles and analyze the innovation behind its reputation as a “cross-border skin care expert” and Lazada’s “Focus Seller”:

When the editor raised the question "Why add a Southeast Asian market?" , in fact, the brand founder Zhou Zijie also asked himself the same question two years ago. When he had the answer in his heart, he made the choice with practical actions.

VIBRANT GLAMOUR means vitality, beauty and purity, and is committed to Let it be pure, returning the skin to its original state and making beauty purer. The brand was founded in 2018 with the aim of expanding into the global market with the help of cross-border e-commerce platforms. At the end of 2019, after witnessing and experiencing the fierce competition in the domestic beauty market, the idea of ​​a multi-platform and multi-channel layout began to emerge in the founder's mind.

Firstly, consistent with the population of up to 600 million, the favorable foreign trade policies and the complete cross-border logistics infrastructure, in a report by Mintel, Southeast Asia was listed as a "future market" that the global cosmetics industry focuses on developing, and it occupies a pivotal market position. Secondly, the Southeast Asian market has a great demand for plant-based skin care products. Under tropical climate conditions, skin problems such as acne and pores are generally more prominent. Healthy skin care products based on plant science are very consistent with national conditions and consumer demand preferences . Furthermore, domestic beauty brands are gradually tearing off the label of "substitute" by continuously improving their supply chain and quality control. The dual boost of high quality and high cost performance has given domestic brands more exposure opportunities.

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Zhou Zijie pointed out that in the past two years, Chinese brands have embarked on the road of going overseas. On the one hand, the epidemic has driven many people to see the booming business opportunities in overseas markets; on the other hand, the strong recovery of China's supply chain has accelerated the development of trade technology, allowing foreign consumers to feel the power of Chinese technology and make them truly fall in love with Made in China after using the products.

Despite the promising market demand, VIBRANT GLAMOUR's store has been slow to generate sales in the early days after the products were put on the shelves . After diagnosis, it was found that there was a problem with the product's adaptability .

Later, with the help of the operations manager and platform officials, the brand focused on plant-based skin care while developing blue ocean products based on local conditions and consumer needs . Relying on platform data, the brand conducted in-depth research on the taste needs and purchasing expectations of local buyers; upgraded product development strategies, focusing on developing multi-category hits; insisted on innovative processes and plant science formulas in product research and development, and strictly produced with high GMP standards; the products obtained MSDS, national makeup registration and cosmetics safety testing certification, focusing on providing Southeast Asian buyers with safe skin care solutions.

The brand has chosen the right market and products, and has been exposed to the platform's promotional activities and channel resources since its product upgrade. The brand has been more and more successful in Lazada's multiple promotions: the sales volume on 9.9 was top-notch, and the sales on 11.11 reached new highs in just a few hours at various sites, with sales doubling:

At the same time, on November 11 this year , one of its essences also topped the list of single products in the Beauty category , and joined the Focus Seller for three consecutive periods; the monthly sales of multiple series of single products in Southeast Asia exceeded 100,000+.

VIBRANT GLAMOUR's operations director said frankly, "On the premise of doing a good job in daily store service, product fulfillment, product performance, and ensuring the health of the store, we also actively communicate with the store staff about operational ideas and directions, and actively participate in platform activities ; based on the platform's own brand accumulation and multi-caliber influence publicity and promotion outside the platform, we also simultaneously conduct advertising and traffic diversion inside and outside the platform; improve the diversity of discounts for the main products to attract buyers to place orders and conversions; use live broadcasts by Internet celebrities to divert traffic and promote orders; the central warehouse has sufficient inventory, and uses the LGS logistics channel to directly ship by air within the fastest three days to ensure cross-border logistics timeliness and consumers' shopping experience."

A new track and a big explosion. After entering new platforms and operating and placing orders, VIBRANT GLAMOUR, whose brand development has entered a mature stage , has begun to aim at stable growth as its next business goal.

Behind this layout, there is not only the accumulation of experience in large-scale promotion operations, but also a firm choice to continue to deepen the operation of the platform. The brand has personally witnessed the transformation from quantitative accumulation to qualitative transformation, and has also found the scale effect of brand efficiency improvement and steady growth through continuous exploration.

Taking 12.12 as an example, following the review of the 11.11 promotion based on the previous promotion operations, they also came up with the following preparation rhythm and operation tips that can be used for reference:

At the same time, by leveraging the amplifying effect of cross-border transportation timeliness and localized marketing operations on order conversion, we continue to optimize the operational combination for innovative brands to go overseas.

"Only by improving brand loyalty, strengthening compliance and localization, and using good marketing techniques, can we create a good shopping environment for consumers. In the future, we will gradually open overseas warehouses in the Philippines, Malaysia, Vietnam, Indonesia and other places to better control and optimize product inventory , and strive to localize all products under the brand to meet the tastes and needs of local consumers. " Founder Zhou Zijie finally said.

Innovation and continuous development are not only applicable to functional skin care products, but also to the field of beauty and skin care, and even to the overseas sales of Chinese products. It is foreseeable that behind the new track, big explosion and steady growth, more up-and-coming companies will go abroad and expand sales in Southeast Asia in the future.

Lazada

Beauty

VIBRANT

GLAMOUR