Editor’s note: This article is from the micro-channel public number “7:05 degrees” (ID: Asia7_5), Author: Gigi, 36 krypton release authorized.Next you will read: 1. The macroscopic situation of the Indonesian beauty market 2. What do Indonesian consumers think when they buy beauty?3. The combination of social e-commerce in the vertical beauty industry. The total number of Indonesian beauty market in Indonesia. Achmad Sigit Dwiwahjono, Minister of Chemicals, Pharmaceuticals and Textiles of Indonesia, publicly stated that the Indonesian beauty care industry in 2019 achieved 9% annual growth.The rate is very confident. Behind the rapid growth of the industry, there are not only policy support, but also the comprehensive benefits of changes in consumer trends and platform convenience.GlobalData, the world’s leading data analytics company, estimates that the size of Indonesia’s beauty care market will reach 105.1 trillion rupiah ($7 billion) in 2023, and in 2018, the market size will be 70.3 trillion.Indonesian rupiah ($5 billion), the skin care products will continue to occupy the largest market share in the entire beauty care industry, and will continue to lead at a compound annual growth rate of 9.6%.The growth of the beauty care market is inseparable from the steady growth of Indonesia’s overall economy. The World Bank estimates that the Indonesian economy will grow at a rate of more than 5% from 2019 to 2020.Indonesia’s economic development also follows its own long-term five-year plan (RPJMN, Rencana Pembangunan Jangka Menengah Nasional), which is from 2005 to 2025 and is now in the third five-year plan, focusing on the foundations of education and health care.Facility development and social assistance projects are committed to building a happy society. Therefore, the government also strongly supports domestic beauty and consumer goods, and takes advantage of Indonesia’s terrestrial and marine biodiversity to efficiently utilize local raw materials such as aloe vera and ocean.Collagen and essential oils, etc., to create pure natural products, exported to neighboring countries.The young population and per capita income growth are also two major growth factors that cannot be ignored.The median age of the Indonesian national population given by the World Bank is 28.3 years.The Indonesian Central Bank estimates that by 2024, Indonesia’s per capita income will increase from the current $3,500 to $4,800.The young population with consumption potential brings a diverse and fully competitive Indonesian beauty market. The international popular public and new niche brands, local natural products and Muslim certified cosmetics can all find a place to develop rapidly.The beauty and e-commerce platform is constantly meeting the needs of consumers.In-depth insights into consumers are the first strategy to grab market segments.Participants in the Indonesian beauty care market are not just women. The growth of male product lines, such as facial cleansers, moisturizers and anti-aging products, has caused major brands to pay more attention to the strategy of male product marketing and to dilute only women.In order to skin care this stereotype.The Indonesian men’s beauty market is not only limited to foreign products, medical beauty and instrument beauty products / offline stores, but also through the use of male beauty bloggers to promote the market.What’s more interesting is that sub-regional and phased consumption upgrades are taking place simultaneously in Indonesia. Volkswagen brands such as Unilever are sinking into rural townships and sales are growing rapidly; at the same time, international high-end brands are constantly targeting medium and high incomes.Urban residents, carry out precise marketing and improve the quality of life.Everyone is upgrading their consumption, but the speed is different.What do Indonesian consumers think when they buy beauty?What kind of external image does the Indonesian want to present?The function development and promotion marketing strategy of the beauty and protection products are actually satisfying consumers’ imaginations.1. Pursue flawless, photo-pixel refined.To create a sense of innocence, you can start from two angles, one is the protection angle, and the other is the decorative angle of beauty enhancement.The functional protection products, the propaganda texts used, are all from the cover and the perfect perspective to describe the product’s improvement effect.Take sunscreen products as an example. Considering the high temperature, high humidity and urban pollution in Indonesia, in addition to the high protection value and waterproof function, you can even add beauty functions.Beauty-enhanced products are the advantage of magnifying consumers, so Baimei Han makeup and sexy atmosphere European and American makeup can locate their potential consumer groups in Indonesia.Despite Indonesia’s strong sun exposure, consumers have not given up on the pursuit of whitening. Korean makeup is highly sought after for its whiteness and healthy luster.The three characteristics of phosphor, white complexion and deep eye sockets are deeply loved.In addition to the popular Korean makeup, the European and American makeup that highlights the individual’s eyebrow characteristics and facial lines is also highly sought after by Indonesian female consumers. The Kardashian family is an imitation style.Feminine sexy lipstick (nude or pink), the durability and smoothness of cosmetics, is the preference of Indonesian female consumers who like European and American makeup.The Fimela Women’s Lifestyle Content Platform found that Kylie Cosmetics’ lipstick set is priced at $29 or 370,000 rupees on the official website.However, this lip suit is sold at an online store in Indonesia at Rs. 600,000-900,000 per night. Instagram third-party merchants also say that Kylie’s lipstick kits are often sold out and consumers are willing to wait for a specific color 2-3 months.2. The beauty of the products that cause traffic spread and the beauty of the product line, the local beauty brands are robbing the attention and social participation of young Indonesian consumers.Products that can be virally advertised or punched on social media understand why young consumers are willing to share on social media.Active sharing on social media can be followed by personal needs such as value recognition, group ownership, and self-expression.Cosmetics Design Asia reported that female consumers in Indonesia are more likely to recognize a self-confident and self-conscious attitude and approach. 82% of Indonesian women recognize the phrase “I am very happy to take care of myself”, while the recognition of women worldwide is 67.%.Let’s take a look at the international brand L’Oreal’s marketing campaign in Indonesia, #beautyforall (everyone is beautiful). Through this label, L’Oreal combines the three concepts of brand image with diversity, empowerment and beauty.What is the strategy of local brands?BLP, a beauty brand founded by a local Indonesian star makeup artist, defines itself as a brand that every Indonesian girl can use. By adopting affordable prices and explosive items, everyone can create their own brand as a “national girl”.By setting up this sense of everyday life, consumers can open their shopping websites and place orders at any time without any pressure.BLP is still enriching its product line. Fans who have been transformed through the explosion of products in the early stage are also helping to get new social media exposure. Natural traffic can bring word of mouth and sales conversion.The brand’s strategy is how this product can lead to social advocacy and recognition.3. The unique lifestyle behind religious beliefs For Muslim consumers with religious beliefs, the range of products that can be chosen is mainly in Muslim-certified cosmetics. The Muslim legal provisions stipulate the chemical components available, which do not contain fat andAlcohol, etc.Wardah is the first Muslim-certified cosmetics company in Indonesia. Although it is just a product, Wardah never gave up the brand image of youthful, social and fashionable, and established contacts with consumers at designated religious and cultural festivals.Establish a closer relationship with consumers by choosing sponsoring fashion shows, social media campaigns for Mother’s Day, and providing skincare advice during fasting during Muslim-specific religious festivals such as Eid al-Fitr.In the field of Muslim-certified cosmetics, international brands have obtained licenses and can also produce related products. This market is not only open to local brands.How to better serve Muslim consumers and let them feel the difference in identity and lifestyle that religious beliefs can bring is the competitiveness of brands.The advantage of Social Bella, a combination of social and e-commerce in the vertical beauty field, is that consumers can access enough brand information, secondly, they can buy diversified products, and then provide a diverse service system to consumers.Experience different ways to buy.The advantage of the platform is to expand the types and service systems that can be selected.Social Bella offers two types of platforms for consumers to choose from.The first category is the official brand-certified purchase platform (Sociolla), which now has 197 brands in Sociolla, and some brands are exclusive.For example, the local lipstick brand BLP Beauty is exclusively sold on Sociolla, and with a series of marketing campaigns on Instagram, it has set a sales record of successfully selling more than 4,000 lipsticks in two hours.Sociolla’s strength lies in the introduction of distinctive international brands and the establishment of exclusive partnerships with local brands to satisfy consumers’ novel shopping desires and trigger the spread of social media.The second category is the certification platform (Beautylink) for third-party merchants to sell products. This third-party saleable product often does not have Sociolla’s sales license for the brand, or the number of SKUs of the brand does not meet Sociolla’s minimum requirements.Sociolla is responsible for inspecting the products of all third-party merchants during the initial agreement phase, monitoring consumer feedback, and regularly sampling the seller’s inventory to ensure consumer rights.Beautylink not only serves third-party merchants, but also gives brands the right to operate independently. Brands that want to manage their online presence can also register on BeautyLink.There are already 480 brands on the Beautylink platform, including big names such as Body Shop, Jo Malone and Clinique.The existence of Beautylink is mainly to enrich the SKU, because the Indonesian government stipulates the import of beauty products, requires a local agent to represent the company to obtain import licenses, dealer licenses, and then become a formal distributor.How do you attract consumers to buy after you have a product? Sociolla started by introducing a blog to the e-commerce platform. The latest release of SO.CO is a collection platform for content and e-commerce.They act as multiple roles in one platform, content producers can share their product feelings; fans, pay attention to the sharing of various beauty bloggers; consumers can enter the shopping interface at any time.On such a collection platform, the user’s content browsing, comment output, and e-commerce historical shopping records, the so-called personalized file creation, can be seen that SO.CO’s ambition is to increase the understanding of the user from the algorithm.User similarity, find the potential relationship between users and items, improve the accuracy of content recommendation, the later commercial realization path will be smoother, and the content promotion amount can be smoothly realized, and the effect of brand advertisements is favored by advertisers.Sociolla’s customer strategy, both online and offline.In May 2019, Sociolla opened its first physical store in the south of Jakarta and opened a flagship store in the west of Jakarta. The new store is equipped with a full range of concepts and interactive displays that connect to the user’s social platform.In addition to diverting electricity to e-commerce and allowing consumers to buy their own products, Sociolla is improving the subscription model Sociolla Box. Currently, about 370 people have registered for the service, and they will receive 4-5 cosmetic products selected by Sociolla every month.Beauty package.Social, content, e-commerce, O2O, subscription model, Sociolla have not missed, in the growing Indonesian beauty care market, Sociolla encompasses consumers in all directions, creating platforms and users by increasing the supply and variety of products.Stickiness; the construction of community e-commerce, allowing consumers to actively share communication and contribute their own preference data, the data and algorithms behind it are the core boost of business realization, and more understanding of consumers, online and offline diversion.However, Sociolla will temporarily launch its own market. After all, some webpages are still in English, and they silently spit.After reading today’s sharing, if you want to choose to introduce a Chinese brand into the Indonesian market, which brand do you choose?How do you build a brand in Sociolla’s product matrix?Edit: Yunxiao @36氪出海.
After reading this article, which Chinese beauty brand will you introduce into Indonesia?