How to break through in the global market for "girlish" makeup with floral awareness

This autumn, Huazhi announced its new product "Butterfly Cloud Shoulder Series", which is inspired by the traditional Chinese clothing element "Cloud Shoulder". It cleverly combines Chinese classical patterns with classic relief techniques, and has gained attention from domestic and foreign consumers during the promotion stage. In recent years, domestic beauty brands have been competing to go global - Perfect Diary and Huaxizi have successfully seized the mid-range market, while Colorkey has achieved a breakthrough through a low price strategy, bringing considerable challenges to Hua Zhi's global market layout. Since 2019, Hua Zhizhi has entered over 1000 overseas retail stores; In its first year of entering Europe and America, it achieved a total commodity trading volume of 10 million RMB. From being a "niche" brand to becoming the "number one girls' makeup brand in the country", and then gaining a large number of overseas consumers' favor, Hua Zhi has captured consumers' minds with the ultimate "girlish heart", exported brand value, and embarked on a unique path of going global.

Differentiated positioning captures the hearts of young girls

"The precise insight into the preferences of the minority circle is the core of Huazhi's brand value. The COSER talent attribute of its founder has created the brand's anime label to some extent. As the product goes deep into the COSER consumption circle, Huazhi gradually opens the anime market, and catches the gap of Chinese made cosmetics in the girlish style in practice, to create the" extreme girlish feeling "of Chinese made cosmetics. To create a distinctive brand identity, Hua Zhi Zhi adopts girlish elements such as cat claws, flower gods, unicorns, etc., and highlights the unique brand visual through the overall brightly colored outer packaging and carved shell design. At the same time, in terms of brand logo design, Hua Zhi uses fonts and color combinations with a girlish feel to create a dreamy atmosphere. In addition, Hua Zhizhi also proposed the brand slogan "With a girl's heart, there is Hua Zhizhi" to achieve a profound binding between the brand and the "girl" label. "

High frequency updates to maintain brand freshness

For brands, high-frequency updates can not only cover more consumer demand and improve product category layout, but also continuously attract attention through new products and increase brand exposure. One is to seek product design inspiration based on hot topics

One is to seek product design inspiration based on hot topics

At the initial stage of brand development, Huazhi aimed at the beauty needs of the anime group, and met its high expectations for personalization with bold color combinations; After cute pets became the focus of consumer attention, Hua Zhizhi launched a cat paw series to attract the target audience; After Lolita clothing became popular, Hua Zhizhi collaborated with the girl brand Pretty RockBaby to launch a unicorn series of makeup, and launched a spring/summer limited edition collaboration series with the trendy IP Naiwa family; Hua Zhizhi is riding on the "East Wind" of Quanzhou Xunpu hairpin flower as a fashion symbol, providing inspiration for the design and promotion of the new product "Butterfly Cloud Shoulder".

The second is to absorb consumer feedback and continuously update

High frequency updates mean that brands can collect market feedback more widely and quickly, and make timely adjustments and optimizations to products and strategies. As of now, Hua Zhizhi has launched over 100 new SKUs, and its flagship store has seven series for sale: Unicorn, Moonlight Mermaid, Swan Ballet, Little Angel, Naiwa Shop, Midsummer Night, and Butterfly Cloud Shoulder. Each series is designed around a specific theme or style to maintain brand freshness and activity, and to create a continuous and deep emotional connection with consumers, consolidating user minds.

Fine marketing enhances brand communication power

From a marketing perspective, Hua Zhizhi has formed a refined communication matrix of "full platform dissemination, localized promotion, and multi-channel operation", and has accumulated a certain level of popularity and audience base overseas.

Firstly, Hua Zhi fully utilizes the influence of overseas social media platforms as the main platform for new product promotion and daily publicity. As of now, Hua Zhizhi's official Instagram account has reached 1.26 million followers, and she also has 1.2 million and 1.1781 million followers on TikTok and X (formerly Twitter), respectively. From the perspective of communication forms, Hua Zhizhi mainly creates brand image through visual presentation methods such as graphic and textual displays and concept videos. During the preheating process of the Butterfly Cloud Shoulder series products, Hua Zhizhi injected Chinese style elements into the new products through concept videos, giving consumers a preliminary idea of the new products and laying a foundation for subsequent promotion.

Secondly, for different markets, Hua Zhi chose KOLs with regional representativeness to expand brand awareness and popularity. For example, in order to enter the European and American markets, Hua Zhizhi collaborated with Lana Del Rey, a well-known American female singer with 15.5 million followers on Instagram, inviting her to use Hua Zhizhi's products and post updates. One of the updates received over 3.34 million likes and 17000 comments, greatly enhancing brand awareness and image; In the Japanese market, Hua Zhizhi has invited popular Japanese girl idol Miyawaki Saki Ryo as an Asian brand ambassador, further strengthening the brand's girlish positioning through online performances and advertising shoots. This targeted collaboration with influencers not only enhances the brand's regional identity, increases brand awareness and exposure, promotes product sales and conversion, but also successfully shapes a unified brand image and style.

At the same time, Hua Zhizhi actively utilizes the power of e-commerce platforms and offline stores to expand overseas markets. In Southeast Asia, Hua Zhizhi has leveraged influential cross-border e-commerce platforms such as Shopee to successfully reach a wider consumer base through platform promotion resources and convenient purchasing channels; In the Japanese market, Hua Zhizhi quickly attracted the attention of Japanese consumers by entering nearly a thousand beauty and pharmacy stores through offline agents. The efficiency and convenience of e-commerce platforms are complemented by the extensive coverage of offline stores. Hua Zhi actively lays out an omnichannel marketing strategy that combines online and offline channels, continuously deepening the brand label and laying a solid foundation for Hua Zhi's further expansion in the global beauty market.

It can be seen that Hua Zhi, as a representative of domestic "girl" makeup, has successfully set sail and expanded its consumer base with the ultimate "girl heart". However, the road for Chinese cosmetics brands to go global is not smooth, and multiple challenges such as fierce market competition, cultural differences, and insufficient brand awareness still need to be urgently addressed.