On May 28th Aifa Day, Ziyuan Wu Yifan’s “Healthy Scalp Extraordinary Hair Volume” fan meeting ended successfully in Shanghai. Following the official announcement of Wu Yifan as the brand’s global spokesperson on May 2, Ziyuan officially held an award ceremony offline. Wu Yifan was full of cool energy from hairstyle to dress that day, and the newly made dark green nails “20XX” were creative and eye-catching. Not only did the fans interact and scream constantly, online fans also started an online and offline fan carnival journey through the official live broadcast of Ziyuan.
Tmall, JD.com, Vipshop, Watsons, RT-Mart, Carrefour, Metro, Douyin, Kuaishou, Xiaohongshu, Weibo, iQiyi, Tencent and other Ziyuan partners gave strong support to this meeting. Attracted in-depth reports from fashion media such as Fashion Cosmo, Lohas, Rui Shi, ELLE, Red Show, Youjia Pictorial, Weekend Pictorial, Figaro, First Fashion, NetEase and other fashion media.
Innovation and upgrade, leading a new wave of silicone-free scalp care
“Have you washed your hair for a lifetime, have you washed your scalp?” This slogan must be familiar to Gen Z who has grown up in the Internet environment. As the first care brand to propose “silicone oil-free scalp care”, Ziyuan has always adhered to the concept of “healthy care”, deepening consumer needs and pain points, and leading the continuous innovation and upgrading from product development, marketing, marketing and communication. A new trend in silicone-free scalp care.
So far, Ziyuan has won the “three major technological breakthroughs, six channel honors, and ten industry awards”, and it is also the “China’s No. 1 Silicone-Free Care Brand” certified by Euromonitor International, which is recognized and loved by consumers. .
From silicone-free to sulphate-free, to special certificates for hair loss prevention, sleep shaping technology, patented odor removal technology, circadian rhythm regulation technology, etc., Ziyuan has been continuously upgrading and innovating through technology to create a number to meet the needs of subdivisions. Explosive style of washing and care products, bringing consumers a more professional and effective healthy scalp care and care experience.
As a classic product of Ziyuan, the “Ziyuan Ginger Strong Root and Healthy Hair Series” is also a popular product. It is specially researched and launched for scalp problems such as hair loss and fragile hair. Unanimously recommended by stars such as Wu Yifan and Hyuna, they were sold out many times in the live broadcast rooms of super-head anchors such as Wei Ya and Li Jiaqi.
In addition, Ziyuan combines consumer demand and the characteristics of sales channels to launch more subdivided products, such as the new star product exclusively provided by Watsons-Shenyue Tough Hair Series, which is specially added with the lady-grade skin care ingredient SK -Influx ceramide, with circadian rhythm regulation technology, can not only deeply “repair the scalp”, but also “fluffy hair”; and the scalp energy essence series of e-commerce channels, containing shampoo, hair mask and essence. Anti-dropping trilogy”, dedicated to solving the troubles of young people’s hairline “retreat”; there is also “fresh oil control, light hair”, and a refreshing environment of the scalp Sapindus moisturizing series…
Hand in hand with Wu Yifan, the brand upgrades to a younger development
In terms of marketing and promotion, Ziyuan has always used fashionable, young, and interesting content to fit the young consumer groups, and convey the young and diverse, high-end fashion brand image of Ziyuan’s brand. This is also the case with the top-tier idol Wu Yifan.
On May 2, Ziyuan officially announced Wu Yifan as the brand’s global spokesperson. Once the news is released, it will be posted on Weibo hot search. Kuaishou screen, Moments ads, Douyin topview, toplive and other social media as well as outdoor advertising, customized peripherals and other offline promotion activities will also continue to follow up; at the same time, Zi The source brand has also carried out matrix content dissemination on social media such as Xiaohongshu, WeChat, Weibo, Douyin, etc., and built a potential energy base for the entire network. The overall exposure of official announcements has reached 1 billion +, and the discussion has also reached 5 million + , Driven by the concept of consumer preferences and the flow of spokespersons, the popularity of the Ziyuan brand continues to soar.
And this 5.28 meeting event, Ziyuan has played the “fan economy” to the extreme. Not only did the event preview on social media platforms such as Weibo, Douyin, and Xiaohongshu half a month in advance, attracting attention and hot discussions from the entire network; it also linked sales platforms such as Tmall, JD.com, Watsons, and Douyin to jointly sell limited new products , The support of fans for idols was implemented to the actual “sales”; and on the day of 5.28, it created opportunities for fans to have close contact with idols offline, igniting the audience; at the same time, the official platforms of the four major brands were synchronized online The live broadcast maximized the volume and influence of the 5.28 Ziyuan Wu Yifan fan meeting.
In fact, for a brand, choosing the right spokesperson is a very critical marketing measure. As the top idol of Generation Z, Wu Yifan’s unique fashion, coolness, authenticity, and fearless challenge, these commendable “energy halo”, coincides with Ziyuan’s brand values. As the top trend indicator with 9000w+ fans on the entire network, its own fans and traffic can also give new vitality to the good marketing and promotion of the national tide brand.
summary:
In an era where traffic is king, using top-tier spokespersons as the fulcrum to continuously create influential industry IP events is an important link for brands to leverage marketing effectiveness and remain invincible. For Ziyuan, if holding hands with Wu Yifan is an important part of the brand’s “rejuvenation”, then the technical strength behind the products is Ziyuan’s strong internal driving force.
Since its founding in 2014, Ziyuan has adhered to research in the field of scalp care. It has not only joined hands with the world’s top R&D team, but also brought together skin science and biologists from all over the world to apply research on natural plant extracts in scalp care. Perfect combination of science and technology; also actively targeting the consumer needs of emerging young groups, and constantly researching and developing high-precision new products to bring consumers more professional, more segmented and more effective healthy scalp care.
Speaking of plans for the future, Meng Fei, Vice President of Personal Care Marketing System of Uniasia Group and General Manager of Ziyuan Brand, said: Ziyuan adheres to the differentiated brand positioning of “silicone-free scalp care”, leading the domestic products to a new stage of care ——Go global in the name of a Chinese brand and become an outstanding brand in the field of international washing and care.
Disclaimer:
China Net Entertainment reproduced this article for the purpose of conveying more information, and does not represent the views and positions of this website.
Article content is for reference only and does not constitute investment advice. Investors operate accordingly at their own risk.