In 2023, with the gradual recovery of the market and the continuous release of favorable policies,Tencent Advertising held the 2023 Tencent Beauty Strategy Conference in Shenzhen from February 16th to 18th, 2023., sharing a new upgrade of Tencent’s ecological global management capabilities, and based on the integrity of Tencent’s ecology,User contacts, commodity ecology, business scenariosThe three sections are new opportunities for the beauty industry to dismantle brands and achieve long-term growth.
Tencent advertising beauty cosmetics & luxury goods manager Shu XuanIt was pointed out at the meeting that "with the upgrade of Tencent’s ecological platform system and the overweight of favorable policies, whether it isA more complete global business map built by seven major contacts including video number and WeChat search., orA new growth point centered on direct purchase by users, content private domain, social private domain, external drainage, and talent bringing goods., will be built for the beauty industry brand.More suitable product promotion positions and GMV growth channels to achieve sustainable management.. "
Shu Xuan, head of Tencent advertising beauty cosmetics & luxury industry
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Opportunity point one
Diversified business channel layout+multi-touch brand power construction, boosting the long-term growth of brand GMV.
The realization of business objectives and the precipitation of brand assets are the core focus of brand attention in the stock market.Therefore, Tencent advertising relies on its powerful social attributes.on the one handFor the brandAn important position to provide promotional materials.,on the other handBring to the brandPowder adding link, direct purchase link, live broadcast of video number, drainage of e-commerce, and cloud selection efficiency.And other business models, from the two dimensions of management and product promotion, help the brand GMV achieve long-term growth.
1. From node marketing to ability application, provide brand with high-quality product promotion position.
Relying on the strong social attributes of Tencent Ecology and the integrity of the global ecology, Tencent EcologyGrasp node marketing, brand BIGDAY content resonance, create circle resonance, and apply RACE ability.And so on,More scientifically and accuratelyHelp brands strengthen value output and mental influence.
2. WeChat search-multi-touch collaboration, seize the user’s mind
As one of the new business traffic scenarios with great potential in the WeChat ecosystem, WeChat search can link brands.Content, service and business scenario, help the brand to complete.Public-private domain transformation.ShuxuanSaid that "beauty industry brands should pay attention to the synergistic effect of search on WeChat multi-touch", among whichSuper brand zoneThe establishment of the brand is to help brands aggregate content and become an "arbitrary door" for brand private domain contacts.
3. Socially planting grass-mode upgrading, content-driven operation
Mutual selection of advertisements: starting with planting grass by talented people, inciting the ability of content to carry goods.
With the rise of traffic contacts such as interactive advertisements, more and more brands in the beauty industry have successfully reversed the minds of the core population through customized high-quality content through the delivery of interactive content.WeChat official account+Video Double PositionPlanting grass, plusAlways-on’s grass planting mode, the cooperation of people with goods to control ROI, and the re-marketing of grass planting people are guaranteedThe mode of bringing goods with talents has brought help to brand mental cultivation and private domain precipitation. In this regard,Wang Yi, Head of Tencent Advertising Beauty IndustryIt is mentioned that "in the choice of talents, most brands used to like to cooperate with vertical talents in the beauty industry. In the future, brands may be able to broaden the range of talents and seek greater traffic opportunities".
Wang Yi, Head of Tencent Advertising Beauty Industry
Cloud selection is effective: with social traffic as the starting point, increase the increment of private domain operation.
While the scale of private domain layout continues to grow, some head brands are also faced with the problem of how to introduce new traffic and further develop business increment. Therefore, Tencent advertising aims at the huge demand and space between traffic and brands, and work together.Tencent Smart Retail Yunxuan AllianceLaunch a new cooperation mode of small program business to ensure quantity and effectiveness-Cloud selection quantity efficiency. By means of official matching and freight yard matching, we can help the brand to achieve efficient docking with Tencent’s characteristic social traffic and Tencent’s external traffic, so that the brand can achieve business growth in Tencent’s ecology more securely.
4. Drainage e-commerce-external e-commerce jumps straight and quickly reaches the grab.
With the deepening of the online level of the beauty industry, brands can not only cover the target users in the full-time panoramic view in the WeChat domain, but also use the WeChat -UD link to connect the WeChat high-quality link with the Amoy link, thus achieving a large amount of star products.
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Opportunity point two
Subdivision of track potential+promotion of commodity trends, creating a million-level daily consumption category.
In 2023, the wind of recovery swept across all walks of life. With the upgrading of consumption and the transition of consumer demand, the beauty industry sub-categories emerged constantly. Driven by the trend of comprehensive commercialization, the sub-product track will have more opportunities in Tencent’s ecology. Shu Xuan mentioned in the sharing that in the beauty of domestic products,Anti-aging, skin care and make-upThe three potential product tracks will reach new heights in Tencent’s ecology in the future. Tencent advertising will also provide dual support from policy and technology, and join hands with more beauty brands.A total of millions of daily consumption categories and tens of millions of GMV items were created.
1. Policy support-super product plan linkage incubation, so that new products and explosive products can be traced.
With the rapid development of commodity ecology, toughness development may be the hard power of brand cross-cycle and sustainable management. In this regard, inPolicy supportWang Yi proposed that Tencent’s advertising super product plan is aimed atBrand new products and potential explosive productsLaunched"Shangxin Easy" and "Explosives Pass"Products, aiming at incubating with brands, make brand new products easier to throw, and make white brand explosive products more out of the circle.
2. Technological innovation-commercialization, let the brand grow scientifically.
Faced with the advertising problems such as difficulty in starting new products, difficulty in expanding old products and large cost fluctuations,"commercialization"It has become one of the key solutions for brands to face challenges directly. Taking commodity information as a series"people and goods matching"Pattern, based on"The system knows the goods"and"The system understands people"Can make commodity advertisementsMore scientific and accurateMatch to a more suitable consumer group. With the pursuit of long-term growth of the beauty industry brand "from efficiency to quality" becoming the mainstream trend,Djukov, CEO of Chuilun Technology, said"Traffic will only become more and more expensive, and the cakes in the market will only be reserved for brands that know how to be refined."
Djukov, CEO of Chuilun Technology
At the same time,Zhao Yi, Director of Tencent Advertising Beauty & Luxury Industry OperationsIt is also mentioned that if the brand wants to grow up in Tencent’s ecology, it will go through three stages: introduction period (new product introduction & quantity), growth period (explosive product boosting) and maturity period (explosive product continuous expansion). In these three stages, Tencent advertising will start fromOperational assistance, product selection and policy supportAnd other dimensions to provide technical and strategic guidance for brands to launch goods, and promote the growth breakthrough of track categories.
Zhao Yi, Director of Tencent Advertising Beauty & Luxury Industry Operations
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Opportunity point three
Wechat ecological social value release+ecological ability optimization and upgrading, building brand user assets compound interest
As a connector of the WeChat ecosystem, the video number has been strong since its release in 2020 and has gradually become a brand.Revitalize the core hub and new traffic position of Tencent. From the perspective of brand"Short video and live broadcast are easier to help brands build trust with users, which is simpler than simply piling up graphic materials. Video number may indeed be an opportunity for more brands."Xia Zheng, the founder of Yi Nian Cao Mu&a private field observation consultantSay so.
Taking the video number as the origin, Tencent advertising provides the brand withLive broadcast and short videoWaiting for multiple paths to radiate multiple opportunities in Tencent’s ecology. First of all,"video number+live broadcast"Provide a brand-new brand."relational live broadcast"Mode, so that brands can establish a centralized scene of interaction and transformation with users through live broadcast of video numbers, and help brands realize"Flow" to "Allowance"Transformation. In this regard,JASON ZHANG, founder of Solution ConsultingSaid in the round table sharing, "Brands should turn the amount flowing in public domain into the amount left in private domain.All the exposure and promotion of the public domain is not only the value of the brand itself, but only by depositing the public domain users in their own private domain pool, and then using Tencent’s eco-rich contacts to maintain and connect the users and create a deep long-term relationship between the brand and users, will users truly become brand assets. "
Secondly, "video number+short video" has become the brand’s new traffic position.The brand can amplify the brand influence through short videos and continue to attract users. And with"video number+music LIVE", "video number+knowledge content" and "video number+big event"For example, the "video number+content ecology" provides more space and scenes for beauty brands. Brands can coordinate content with social contacts within the video number to incite public domain traffic to revitalize private domains.Feng nian, founder of the golden handIt is put forward that "every high-quality content will definitely trigger some emotions of users, so the key to breaking the circle of video number content lies in reaching the target crowd to achieve high broadcast completion rate, and triggering user emotions through content to improve interaction rate". Wang Yi also said, "In the future, Tencent Advertising will continue to increase cooperation in the content of video numbers, involve more users, and help brands successfully break the circle in video numbers and drain private domains."
Feng nian, founder of the golden hand
In addition, in ord to give full play to that value of the video number,Tencent Advertising and Zero One Technology jointly released the "Video Number Activation Beauty Global Operation-Tencent Beauty Video Number Operation Guide", providing advanced experience and practical layout guidance for more brands to lay out video numbers.
On the left: Jian Feng, CEO of Zero One, and Wang Yi, head of Tencent’s advertising beauty industry, on the right.
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Opportunity point four
Multi-dimensional assistance from the industry to provide guidance on the long-term development path of beauty.
In order to help more beauty brands grasp"Video Number & Private Domain"New opportunities to win, with the help of Tencent Ecology to continuously expand commercial space, Tencent advertising invitationFeng Nian, founder of Dianjinshou, Bao Ye, founder of Hua Makeup Club, Kong Huihui, editor-in-chief of Cosmetic Watch, Xia Mei, founding partner of Jumei, JASON ZHANG, founder of Jieshu, Jianfeng, CEO of Zero-One Mathematics Department, Cai Chaoyang, founding partner of Qingyan, and Xia Zheng, founder of Yi Nian Caomu & Private Observation Consultant.Eight beauty industry experts jointly set up[Beauty Industry Experts Alliance]It aims to provide path guidance for the long-term development of the beauty industry through continuous exploration, discussion and co-creation. On-site,Shu Xuan, head of Tencent advertising beauty cosmetics & luxury industryEight experts were also awarded industry consultant certificates.
In addition, Tencent advertising fromGlobal growth, consumer links, brand innovationThe three dimensions are37Brand promulgation"Tencent Domain See Beauty Award"Encourage outstanding brands that have begun to achieve outstanding results in various fields in 2022. Among them,Huaxi Bio, Giant Bio, Winonawait forfiveBrand acquisition"Best brand influence",Fu erjia, Dr. Ai, Lin Qingxuanwait foreightA brand won "Best brand innovation”，Jiao Lian, Zhongke Runhang, Jimmywait foreightA brand won "Best growth award”，Baixianji, Han Gao, and Chuilunwait for11A brand won "Best category award”，Maggie Mageline, Afu Essential Oil, PERFECTDIARY Perfect Diarywait forfiveA brand won "Best private domain operation award"Awards honor.
"For Tencent’s ecology, I suggest that beauty brands should enter early rather than late. If brands can find the most suitable way around traffic strategy and crowd strategy, you may be the next card table."Xu Jidong, Chairman and CEO of Hangzhou JumeiSuggest to the beauty brand in sharing. In 2023, Tencent advertising will provide more new opportunities for more beauty brands to open up a broad global business growth space, just asWang yiSay"In 2023, Tencent’s advertising will focus on the center of" creating millions of daily consumption categories and millions of GMV items together "and the three basic points of" video number, powder adding and product announcement "to help more beauty brands unlock the best posture of ecological cooperation with Tencent".