美妆产品推新框架 20251009 摘要 组织能力是企业竞争力的核心，尤其在美妆行业，重视消费者洞察和高 效组织效率至关重要。理解消费者需求并提供差异化解决方案是产品成 功的关键，宝洁和欧莱雅等公司通过强大的市场部和数据部门支持创新 决策。 评估美妆企业推新能力需关注消费者导向、市场部实力和数据反馈机制。 强势市场部负责品牌战略、产品打造及营销策划，有效信息收集与反馈 机制能提升新品转化率，宝洁和欧莱雅的数据部门是典范。 产品迭代和创新对市场表现至关重要。红宝石面霜通过不断改进成分和 质地，在双十一期间实现销售增长。丰富的触点、部门间信息传递和快 速反馈机制是内部效率的关键。 短期内，渠道与营销对产品销售影响最大。在渠道红利衰减的背景下， 精细化运营至关重要。营销建立品牌资产，渠道侧重销售转化，内容电 商时代通过短视频种草引流至直播间实现品效合一。 评估品牌种草能力需关注选达人能力和达人矩阵结构。早期合作上升期 达人，如李佳琦助力花西子冷启动。合理的达人矩阵结构包括头部、中 腰部及尾部达人的比例，以及多元化垂类方向。 Q&A 请您介绍一下美妆产品推新框架的核心内容和重要性。 美妆产品推新框架是我们团队在深入研 ...

Core Insights - Tmall International's Double 11 and 618 promotions are critical for overseas brands to capture the Chinese market, with successful brands leveraging "pre-sale accumulation, influencer matrix, and data-driven strategies" [1] Group 1: Pre-sale Accumulation - The explosive growth during Double 11/618 is driven by precise pre-sale accumulation strategies, with a three-phase approach leading to a 300% year-on-year GMV increase for a skincare brand in 2025 [3] - Phase one involves user segmentation and awakening, targeting "anti-aging" demographics (women aged 30-45) with tailored content, increasing search traffic share from 12% to 45% [3] - Phase two focuses on a pre-sale customer locking mechanism, offering a deposit discount and limited-time gifts, resulting in a 35% increase in pre-sale add-to-cart rates [4] - Phase three activates private domain growth through referral incentives, boosting the proportion of repeat customers during the pre-sale period from 18% to 42% [5] Group 2: Influencer Matrix - Relying solely on top-tier influencers is insufficient for capturing long-tail traffic; a pyramid-shaped influencer matrix is emerging as a mainstream strategy [6] - The top-tier influencer layer collaborates with leading Douyin hosts to create content that resonates emotionally, achieving single-session GMV exceeding 8 million yuan [6] - The mid-tier influencer layer focuses on scenario-based content, enhancing viewer engagement with an average live stream duration of 8 minutes [7] - The KOC (Key Opinion Consumer) layer initiates challenges that generate significant user engagement, with topic views surpassing 100 million and tripling private domain user growth [8] Group 3: Data-Driven Strategies - A comprehensive data monitoring system tracks over 200 key metrics, enabling brands to swiftly adapt to market changes, such as a 65% week-on-week sales increase for a health product brand through timely content adjustments [9] Group 4: Supply Chain Optimization - An intelligent warehousing system allows for dynamic inventory management and regional distribution, reducing shipping times from 72 hours to 24 hours for a food brand, which in turn improved store ratings to 4.9 and increased conversion rates by 40% [10] Group 5: Systemic Capability - The essence of the traffic dividend during Double 11/618 is a competition of systemic capabilities, where brands that integrate pre-sale accumulation, influencer strategies, data optimization, and supply chain upgrades can transform promotional uncertainties into predictable growth [11]