原標題：品牌案例：卡戴珊香水品牌1分鐘15000瓶銷售的秘密
A case study of KKW Fragrance in China
除了Estee Lauder雅詩蘭黛在今年天貓雙十一期間取得奪目的卓越佳績（雙十一當日開始的30分鐘僅在天貓就創造了5億人民幣交易），凡丁視野這次非常開心的想要分享KKW Fragrance這個相對年輕很多的品牌在中國短短1年多的時間，就有1分鐘售出15000瓶的佳績，且在雙十一正日開始之前！（補充，Estee Lauder是1993年進入中國市場，在上海設立了第一個櫃檯）。
After the review of Estee Lauder's remarkable performance during Tmall Double 11 this year (500 million RMB sales created on the first 30 minutes when Tmall Double 11 started), it is our pleasure to discover a relatively young brand, KKW Fragrance, which has entered China market for just more than one year, sold 15,000 bottles in 1 minute even before Double 11 started! (Additionally, Estee Lauder entered China market in 1993 and set up its first counter in Shanghai).
但是，有人可能會反駁，年輕品牌也可以銷售的更好，不是嗎？
However, some people may argue that young brands can sell better, right?
我們這裡所謂的「年輕」不是單單指創立的時間或切入中國市場的時間，同時也包括了其在中國市場影響力。
What we mean by "young" here is not just the time of establishment or entering China market , but also new in China market with mere market influence.
舉例，KKW Fragrance年輕到進入中國1年多，還未被中國最大搜尋引擎百度提供的搜索指數收錄（配圖為「未被收錄」）；還未被收錄的品牌有很多，比如前幾年就被很多社交媒體追捧的香水品牌Byredo，至今未被百度收錄（這是另外一個未來分享的故事主題，今天先不展開）；而 Estee Lauder已經是607，中文的品牌名雅詩蘭黛更高，為9727（配圖）。
For instance, KKW Fragrance is comparatively new in China market since about a year’s market entry, brand name of which has not yet been archived in the search index provided by Baidu (a China ’s largest search engine) shown as 「Not Included」. There are many brands that have not been included, such as Byredo, a fragrance brand sought after by many social media years ago (this is another case study we plan to share in the future, and will not be extended today); for a reference, the Baidu Index of Estee Lauder is 605, and the Chinese brand name of Estee Lauder is 9727 ,even higher , the higher of the index, the more popular of the brand is or so called influential. (see the pictures).
Picture of 「KKW Fragrance is not Included」 by Baidu
Picture of 「Byredo is not Included」 by Baidu
Picture of 「Baidu Index of Estee Lauder"
Picture of 「Baidu Index of 雅詩蘭黛"
在凡丁視野之前的文章裡面，我們有解釋了百度指數的參考價值和原理，即，品牌在網絡中的影響力；以Louis Vuitton為例，作為全球毫無爭議的知名度最高的品牌之一，在中國流行的簡稱「LV」對應的百度指數在13k 和15k之間浮動。
In the previous article of Finding’s Yeah, we explained the reference value and principle of the Baidu Index, that is, the influence of the brand in the internet. Taking Louis Vuitton as an example, as undisputed one of the most popular brands in the world, the Baidu Index of LV(the abbreviation of Louis Vuitton, which is widely recognized in China) fluctuates between 13,000 and 15,000.
A comparison chart of Baidu Index of brand names of KKW, Estee Lauder and Louis Vuitton
另外，從品牌代言人的影響力來看，KKW 這次有這樣的成績，非常值得肯定和被很多品牌借鑑的。
On the other hand, let’s see from the influence of brand ambassador, and KKW has such achievement this time, which is indeed worthy of recognition and shared as a case-study for many brands to study.
也許，讀到這裡，還是有人堅持反駁，KKW有這麼知名的創始人Kim Kardashian（全球粉絲2億人），15000瓶/1分鐘也就一般；凡丁視野這邊再給一組對比數據，還是百度指數 （補充說明下，這裡不是否定KKW，而是讓大家了解為什麼我們認為才進入中國1年多的KKW值得肯定並借鑑）。
Perhaps, some people still insist on arguing that KKW has such a well-known founder, Kim Kardashian (with 200 million fans worldwide), 15,000 bottles per minute is just an average; well, Finding’s Yeah will provide some comparative data of Baidu index here on that (this is not to deny KKW, but to let everyone understand why we think that KKW is worthy of recognition and reference for brands new in China market.)
A comparison chart of Baidu Index of brand ambassador between Estee Lauder and KKW Fragrance
*薇婭Viya: 中國排名最靠前的主播之一，主要在天貓進行直播，擁有近千萬的天貓粉絲；這次受邀和卡戴珊一起合作直播銷售KKW Fragrance，作為天貓開啟今年雙十一的特別項目「網紫大道」的揭幕儀式環節。「網紫大道」參與的名人和名人品牌還有蕾哈娜和她的Fenty beauty，米蘭達·可兒的 KORA Organics等。僅針對雙十一期間的銷售，蕾哈娜和米蘭達的彩妝、護膚產品沒有橫向比較性，且對外公布的數據不多，所以凡丁視野收集到的相關數據雖然比KKW Fragrance小很多，但是無法作為參考。
* Viya: One of the top live streamer in China, mainly on Tmall, with nearly 10 million Tmall fans. She was invited to do live streaming with Kim Kardashian to sell KKW Fragrance, as the opening ceremony programme of Tmall Double 11’s special project "Net Purple Avenue"(TOP Influencer project). Other celebrities and celebrities』 brands participating in the "Net Purple Avenue" includes Rihanna and her FENTY Beauty, Miranda Kerr and her KORA Organics and so on. For the sales during the Double 11 period, Rihanna and Miranda's makeup and skincare products are different sub-categories in Beauty-care, not compatible to KKW Fragrance, as well as due to not much published data to reference, despite of the data of these 2 brands collected by Finding’s Yeah is much smaller than KKW Fragrance.
儘管如此，作為一個進入中國市場1年多的品牌，且沒有什麼知名度的品牌，KKW Fragrance在雙十一正式開始之前（即，活動預熱期），能夠在1分鐘的直播裡做到 15000瓶香水售罄，是一個非常值得肯定、探討和借鑑的案例；更不用說，香水這個類目在中國市場並不是美妝行業裡面最受寵的；購買香水的用戶，一般品牌知名度對於消費者購買決定是有很大影響力的，比如香奈兒、迪奧、範思哲、寶格麗等。
Nonetheless, as a brand that has entered China market for only about a year and has such little brand awareness, KKW Fragrance made 15,000 bottles sold in a 1-minute live streaming before the official start of Double 11 (the warm-up period of Double 11 ), which is made a very good example of others who’s interested in China market. Not to mention, fragrance is not the most favored category in beauty-care in China market. Brand awareness has a huge influence on consumers who buy fragrance, such as Chanel, Dior, Versace, Bulgari and so on.
根據我們對KKW Fragrance中國區品牌負責人Chris CHAN的採訪，金姐卡戴珊對整體銷售是滿意的，但是她和她的中國團隊認為這次還是低估了中國市場的購買力以及直播銷售的效率，同時由於跨境調貨和保證產品及服務質量的顧慮， KKW Fragrance此次1106的1分鐘銷售止步於15000瓶。
According to our interview with Chris CHAN, Brand Director of KKW Fragrance's China, Kim Kardashian is happy with the sales performance in general, but she and her China team believe that they still underestimate the purchasing power of China consumer and the efficiency of transaction generation of live streaming. Due to concerns about cross-border delivery and assurance of the quality of products and customer experiment, KKW Fragrance could have sold more than 15,000 bottles in 1 minute programme, but they stopped as what they have prepared in stock for the live streaming on 6th November.
那麼，KKW Fragrance能夠在中國快速落地且在1分鐘直播完成15000瓶香水售罄的秘密是什麼？凡丁視野歸納以下4點成功要素，自認為缺一不可，環環相扣，不知道大家怎麼看？（歡迎郵件來信交流。）
So, what is the secret of KKW Fragrance selling 15,000 bottles of fragrance in 1 minute? Finding’s Yeah summarized the following four indispensable success factors, but please come to write us your opinion.(Contact us by Email or We-Chat account findingsyeah)
1分鐘直播15000瓶香水的4大促成要素
1. 產品設計 Product Design
(1) 優先於提及卡戴珊的名人效應，KKW Fragrance具備讓人一眼就能辨識出「這是誰家品牌」的的產品外觀設計；同時，
(1) In prior to Kardashian's celebrity influence, KKW Fragrance has an identical product design to the brand owner, and an instance identification of "who is this brand" at a glance;
(2) 同一款產品，定期會進行配方和外觀等的版本迭代 （這是很多明星品牌和設計師品牌不具備的，至少是凡丁視野主理人個人看法）；
(2) Keep interesting and improvement. Regular upgrades of the formula and appearance, same product this year but a fresh look next year! (this is not common for many celebrity brands or designer brands, at least thought by the founder of Finding’s Yeah);
(3) 產品設計定位和卡戴珊自帶「標籤」「風格」等保持一致，即，做到了「不是我覺得，是用戶覺得」；鑽石、性感的唇、JI度凹凸有致的果體，以及她每次出鏡都會有的精緻缺不顯厚重的裸妝（補充說明，這種妝面的層次比普通妝面要多，且工序複雜），前三者說的就是KKW Fragrance的香水系列和香水瓶外觀設計，後者說的就是香水的前中後基調和香味所呈現的淡雅定位。
(3) The product design is in consistent with Kardashian's "social media tags" and "impressions", that is, "not what I think, but what the user thinks"; diamonds, sexy lips, bumpy body, and her exquisite nude makeup (this kind of makeup has more layers than ordinary makeup and the process is complicated). The former three refer to KKW Fragrance's fragrance series and the bottle design, the latter refers to the elegant style, complicated but simple finished of the layers of the fragrance tone.
以上舉例的三點，是我們凡丁視野認為品牌節省長期營銷投入和提高效率的關鍵；你看到
KKW Fragrance的產品，你就會記得是金姐卡戴珊家的品牌；或者，你拿著金姐卡戴珊家的香水在手，你就感覺被那種「性感和美好」的力量包圍。
The three points above are the key Finding’s Yeah believes that brands can save marketing investment and improve efficiency in a long-run.
To extend, when you see KKW Fragrance's products, you will remember that it is the brand of the Kardashian family. If you hold Kardashian’s Fragrance in hand, you will feel surrounded by the power of "sexy and beautiful" power.
就像前段某家被大家追捧的茶飲IP品牌對外宣發的文章裡面說到，「產品是起點，品牌是核心，運營是基礎」的道理，我們認為差不多就是那個意思。
Like what is said in an article published by a China tea beverage IP brand that was sought after by consumers that "the product is the starting point, the brand is the core, and the operation is the foundation", which we think explains well what we trying to say here.
2. 名人效應 Celebrity effect
(1) 世界級別的社交媒體影響力：金姐卡戴珊是一名被2億粉絲擁躉的國際性大咖，可謂是國際社媒一姐。金姐卡戴珊長年持續且很好的保持著自身光環，近年，她還有新的身份——「椰子鞋那個人的老婆」；關於她的標籤和話題，不外乎是「性感」、「美好」和「名媛」之類的，這些印象標籤和她的產品定調保持一致，在宣傳的過程中，減少不必要的流量轉化損耗和用戶教育成本，甚至是PR宣發成本。
(1) World-class social media influence:
Kim Kardashian is an international celebrity followed by 200 million fans. Kardashian has maintained her popularity for a long time, and in recent years, she also has a new identity-"the wife of the man who designed Yeezy shoes"; Tags and topics of her are nothing more than "sexy" , "beautiful" and "socialite" lady, these impressions are consistent with her product tuning, which reduce unnecessary loss of traffic conversion and user education costs, and even PR announcement costs for the brand.
(2) 中國市場變現效率zui高的主播之一：這次1106的1分鐘直播，金姐卡戴珊搭檔的是天貓的直播「一姐」薇婭（單天貓平臺就有近1000萬的粉絲）；兩位女神出馬，輕鬆吸xi睛nao；由於直播過程中，她們聊了很多關於麻將的話題，結果直播評論裡面出現齊刷刷的類似「種草麻將」的回覆；Chirs CHAN開玩笑說，這次在直播中覺得很可惜的地方，就是損失了麻將的銷售商機；但是還是出於品牌定位和嚴謹的產品研發規劃態度，Chris補充說，近期他們並沒有賣麻將的計劃。
(2) One of the most liquidity live streamer in China market:
In this 1 minute live streaming on November 6th , Kardashian partnered with Tmall ’s No.1 female live streamer Viya (with nearly 10 million followers on Tmall ). As they talked a lot about Mahjong during live streaming, there were comments appeared like "Mahjong on wish-list"for many. Chris CHAN joked that, this might be a pity that if you think of the loss of the sales opportunity of Mahjong; but for the brand’s positioning and product development planning, Chris added, they have no plans to sell Mahjong yet.
3. 品牌創始人配合度高
(1) 快速響應：KKW Fragrance的創始人金姐卡戴珊與其丈夫侃爺，據了解，曾經有在中國南京工作過的經歷；因此，他們雙方對中國市場和文化認可度很高；這是金姐卡戴珊這次願意參加中國電商平臺直播的原因之一，且快速響應了這次活動。
(1)Quick Response: KKW Fragrance's founder, Kim Kardashian, and her husband Kanye had worked in Nanjing, China before; therefore, both of them have a high recognition of China market and culture. This is one of the reasons Chris thinks why Kardashian being willing to participate in the live streaming on China e-commerce platform, and responded quickly to this event.
(2) 承擔風險：目前，很多中國企業遇到的現實情況是他們的國際夥伴會出於多重的品牌形象、個人肖像權、信息安全等各方面的顧慮，對中國數字平臺的直播、視頻、圖片發稿等形式有一定的迴避；可以理解，但是中國市場趨勢變化很快，如果錯過最有效的宣傳和銷售轉化方式，可能你錯過不是短期的收入，而需要長期用更高昂的成本預算進行填補。
(2)Risk-taking: So far, the reality many China companies encounter is that their international partners always have concerns about brand images, personal portrait rights (IPs), information security and other aspects, and they are reluctant or even avoiding to do live streaming, posting photos and videos etc. in all forms on Chinese digital platforms. We understood, but China market is changing rapidly; If you miss the most effective way of promotion and sales conversion, what you miss might not be an short-term income, but the market; You may need to invest much higher budget to get the market back in the long run.
(3)聯合捆綁營銷 ：作為已經擁有2億全球粉絲和頻繁登時尚雜誌的封面女郎，金姐卡戴珊能夠以實際行動配合其他人一起做聯合捆綁營銷，這是一個品牌創始人應有的態度吧。立刻買一瓶他們家的KKW Fragrance表示肯定一下，也不為過。
(3)Joint marketing and Double Influence:As a world’s top cover girl with 200 million fans, Kim Kardashian is willing to cooperate with others to do joint marketing. This is the attitude of a brand founder! It worth for Finding’s Yeah buying immediately a bottle of KKW Fragrance to praise.
另外，據了解，由於此次直播預留的溝通和籌備時間並不是很充裕，不然金姐卡戴珊親臨現場也不是不可能的，有可能就是2020年。KKW Fragrance中國團隊CEO孫銘暘先生對於其即將到來一事也表示非常期待，因為這將讓KKW這個品牌可以短時間毫不費吹灰之力的免費登上熱搜，銷售自然是水漲船高的節奏。
In addition, it is understood that due to the insufficient time to communicate and prepare for the live streaming with Viya, Kardashian eventually didn’t make it to present at the scene, but live on air in 2020. Mr. Mingyang Sun, CEO of the KKW Fragrance China team, also expressed his excitement for the possible upcoming event, believed that this will effortlessly put the KKW on headlines for free at once, and the sales will rise as well.
凡丁視野主理人遇到過很多相同的情況，就是品牌會要求銷售業績要「穩」，「不要那麼激進」，但是現實就是市場就這麼大，池子就這麼大，誰家先填空了，誰家就有先佔優勢；這個道理不單單針對中國市場，個人理解。Founder of Finding’s Yeah has come across many time, that is, the brand will require the sales performance to be "stable" and "don't be so aggressive", but the reality is that the market is large but not boundless, so is the pool. Who jumps in the pool first, who gets the water, i.e. first-advantage; I think this advantage rule not only works in China market, but for anywhere to do business.
金姐卡戴珊不單單理解中國市場，還找到了在這領域能打的中國團隊，用2年多的時間進行前期市場規劃和對應資源的布置，準備充足！同時，能夠快速抓住市場的熱點趨勢及時響應，這是非常果敢的。
Kardashian not only understands China market, but also finds a capable China team in this field, only taking about 2 years to carry out preliminary market planning and the allocation of corresponding resources; and responds quickly to the market trends, which is very decisive and resolute.
4. 多渠道布點 Multi-channel distribution
中國地域遼闊，人口也多，涉及超過3000個城縣，約14億人口，大家都知道的情況。
As we all know, China is a vast country with a large population, involving more than 3,000 cities and counties, with 1.4 billion of population.
但是，這就意味著中國市場有其複雜性和多樣性。單單某1個或某2個平臺，是無法覆蓋住你想要的目標用戶群體的。
But, this means that China market has its complexity and diversity. One or two platforms cannot cover the target users on your list.
中國市場流行的TOP50 apps Click for【Ranking】Top 50 Apps in China October Version
除了大家都知道的天貓，KKW Fragrance還選擇和頭部電商合作，如高端生活方式服務平臺定位的寺庫，女性內容電商和種草發動機的小紅書，以及深度種草視頻內容電商一條等。除本文涉及的電商平臺以外，營業範圍涉及電商的APP還有快手、抖音、毒、嗨購等。KKW Fragrance的多渠道布點只針對同類型中的頭部渠道，經過認真篩選的，並非所有渠道。
Besides Tmall that everyone knows, KKW Fragrance also chose to cooperate with Top e-commerce, such as a high-end lifestyle service platform, Secoo, a female content e-commerce and wish-list generator Xiaohongshu(RED) and a video content e-commerce Yit and so on.
In addition to the e-commerce platforms metioned, there are many APPs that cover e-commerce include Kuaishou, Douyin, Poizon, Hi-Shop, etc., which is not on KKW Fragrance's list; of which distribution strategy is only for the Toppers in the market, but well selected, not every one.
比如，寺庫擁有重大國際品牌如PRADA的官方入駐以及超過2000萬的中國高端消費者，入駐寺庫是為品牌形象和定位進行很好的定義；小紅書是近2億中國消費者（女性為主）獲取購物資訊和做購買決定參考的內容平臺（含電商功能），對於品牌的發聲極其重要；一條是一家視頻內容平臺分享精緻生活方式（含電商功能），打造品牌的產品意境，即KKW Fragrance的入駐就是人們生活中所需要的美好。
For instance, Secoo is an official partner to many top international brands such as PRADA and more than 20 million high-end China consumers. Entering Secoo is good for brand image and positioning; Xiaohongshu is a nearly 200 million Chinese fans favourite (female mainly) content platforms (including e-commerce functions), fans here for obtaining shopping information for making purchase decisions, which are extremely important for branding; Yit is a video content platform sharing exquisite lifestyles (including e-commerce functions) to create brand product conception. KKW Fragrance’s in Yit brings the beauty that people need in their lives.
圖為KKW Fragrance小紅書店鋪，已聚集2萬粉絲
不管從品牌聲量考慮，還是從品牌形象和用戶體驗考慮，多渠道布點是個有效且經濟的方法。
Regardless of the noisy brand made , brand image or user experience, multi-channel distribution is an effective and economical method.
KKW Fragrance同時還借用MCN機構的力量，從社交媒體渠道入手，和頭部合作，快速覆蓋國內主流公眾號，進行品牌發力的前期鋪墊。畢竟從KKW Fragrance實際進入中國市場才一年出頭的時間，這一切發生的太快了。這邊，凡丁視野特別提醒下，目前新品牌進入中國市場的最佳發聲途徑就是通過網際網路，快速、有效；線下布局涉及到很多政策和地域等多方面的考慮，需要更長時間的慎重布局。
In the mean time, KKW Fragrance also acquired the help of the MCN organization in social media channels, cooperates with the top KOL and quickly covers the mainstream WeChat official accounts to build-up brand awareness . After all, KKW Fragrance actually entered China market only a year, and it all happened so quickly. To address your attention here, Finding’s Yeah thinks that the best way for new brands to enter China market at the moment, is through the Internet, which is fast and effective. The offline channels requires more time and well plannings and considerations of policies and geographies, and so on.
根據凡丁視野主理人以往運作新品牌經驗，在一個成功的垂直平臺銷售和推廣一個新品牌（新指的是在中國市場知名度較低甚至為0），至少需要6個月的時間，該平臺上的用戶才可能發現這個品牌，並產生一定的銷售；但是要做到1分鐘15000瓶這樣的交易額，不是1年2年靠自己或某個平臺就能做出來的。
According to the founder of Finding’s Yeah previous experience with new brands (new refers to the brand has no brand awareness in China market), it takes at least 6 months to sell and promote a new brand on a successful vertical platform. Users on the platform may discover the brand and generate a small amount of sales; but,15,000 bottles in 1 minute, it is something impossible for a brand or a platform itself to make it in one or two years.
多渠道的布點，意味著對應運營人手的投入、庫存備貨的投入等等，因此KKW Fragrance是做好預算和準備的。
Multi-channel distribution means the input of corresponding operations and inventory, etc. Therefore, KKW Fragrance is well prepared and budgeted.
最後，引用KKW Fragrance中國品牌負責人Chris在採訪中的原話，可能會讓大家對這個案例有更清晰的畫面。
Finally, quoting the original words of Chris, the brand director of KKW Fragrance's China in the interview, may provides everyone a clearer picture of this case.
因為KIM的產品很性感，個人覺得不一定只有女生想要擁有，所以我們目標立足禮品市場，衍生銷售場景，讓所有都變成可能；儘管我們會有一致的宣傳slogan 「to be a better me」SLOGAN，但是針對每個系列，我們會有不同的情感和形態進行發聲定位。
「Because KIM's products are very sexy, I personally think that girls are not the only consumer-goup want to own them, so we aim to the gift market and extends sales scenarios and to make everything possible. We have a consistent publicity slogan 「to be a better me」 for the brand; but for each series, which we have defined in different emotions and voices.」
此次分享，部分為凡丁視野網絡整理收集的資料，部分相關內容已獲得KKW Fragrance 中國區團隊Chris的確認和許可。希望以上的分享能夠對大家運作品牌和進入中國市場有所幫助。
The sharing of this content, partly are collected from public resources and summarized by Finding’s Yeah, partly are sourced from Chris of KKW Fragrance China team. I hope the above sharing will be helpful for everyone to operate the brand and enter China market.返回搜狐，查看更多
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