Cosmetics B2C, Need to Pay Attention to Small Net Red

On June 20, KINTEX held K SHOP 2019 in Rishan. Kim Jeongeun, the group leader of 08liter, spoke on the topic of "Promoting Insight through Consumer Voice Brand". He took the initiative to respond to consumer response and feedback these to commodities, laying a good foundation for product success. "

"The authenticity of a brand or commodity is determined by consumers, so it is worth noting that consumers have recently shown a more trusting feature of consumer content than brand content." Jin said.

She also emphasized that compared with the "net red cafe" which can affect many people, the influence is relatively small, but the micro-influencers which can cause many reactions should be paid more attention.

This is because these small net bonuses can build a closer relationship with potential customers, increase the probability of popular posts, low cost, and trigger consumers to respond. In addition, according to Jin, the proportion of consumers responding to videos is higher than that of photos, and the number of times they share videos is higher. Therefore, enterprises can attract interested consumers through detailed keywords.

He introduced several cases, replacing 99% of the content of websites and social platforms with consumer content (UGC), which increased the time of page browsing, the amount of page browsing and sales.

Elizavecca, a Korean cosmetics brand, has collected more than 8000 comments from consumers around the world in the United States, China, Vietnam and Japan. With these comments, it has increased the clicks by 15%. Revlon has also achieved very good results through this method.

Instagram's Internal Payment System is the response of this market trend. Not only brand, but also individual can carry out commodity sales and product upgrading. The platform that can trigger consumer reaction every time new products are launched is attracting attention. China's Xiaohongshu is such a platform. Sales on this platform Significant growth has been achieved. Finally, Jin said, "We should pay attention to the small net bonus that can ensure potential customers and increase the probability of heating up the door posts. Many brands are trying to expand their contacts with consumers. We should think about creating a platform that can respond to consumer feedback actively and react these feedback to products in real time."