PCA SKIN PCA SKIN

以跨境电商引爆小众护肤品牌 Detonating niche skincare brands with cross-border e-commerce
PCA SKIN PCA SKIN

PCA Skin


跨境电商引爆小众专业护肤品牌

高露洁集团旗下护肤品牌PCA SKIN从0到1的中国市场布局

 

PCA Skin,由美国专业美容师创立于1990年,是美国医学焕肤的权威,皮肤健康教育领域的领导者。PCA Skin坚持为人们带来科学专业、效果可见的护肤解决方案。

 

中国护肤市场竞争激烈,PCA Skin通过跨境电商进入将面对来自于商业、品牌建设和营销传播上的诸多挑战。

 

“PCA Skin从0到1的中国市场布局,只有实现商业、品牌和营销的全链打通,才能确保真正高效地增长 。”

 

Ylab作为PCA Skin在中国的战略合作伙伴,不仅是战略咨询顾问,同时也扮演着中国市场团队的角色,全权负责品牌上市的全程管理,为其提供融贯商业与品牌的新一代增长模式。寻找电商合伙人、制定电商战略、品牌策略、整合营销传播策略、全网种草、媒介投放、电商落地……通过与PCA Skin以及电商的紧密协作,确保从战略到策略到电商的有效转化,实现高效增长。

 

不同于传统新品牌上市流程,“Ylab+电商合伙人”模式基于数据和市场趋势洞察提出策略假设,并通过跨境电商小规模测试收集与分析数据来进行策略及核心资产的优化与迭代。首先,Ylab协助品牌方将制定品牌及产品策略和挑选TP同步进行,通过品牌定位、市场走访、工作坊、选品及定价策略来制定品牌和产品策略,并通过甄选电商合伙人、组织比稿、考察走访来确定最终的电商合伙人。在第二阶段,Ylab为品牌方制定了三年商业计划,并在第三阶段进行了小规模测试与品牌的全面上市。

 

在PCA Skin进入中国市场的过程中,Ylab是沟通品牌与电商合伙人的桥梁,是助力品牌轻运营的关键,是实现品牌实效创新的专家。


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PCA Skin

How to create a phenomenal professional skin care brand through cross-border E-Commerce 

PCA SKIN entry China strategy


PCA Skin, founded in 1990 by a professional beautician in the United States, is the authority of the American medical skin rejuvenation and a leader in skin health education. PCA Skin insists on bringing scientific and effective skin care solutions to people.


When PCA Skin chooses to enter the highly competitive Chinese skin care market through cross-border e-commerce, it will face unknown difficulties and challenges in business, brand building and marketing communication.


“Only get through a full chain of business, brand and marketing innovation, can a new brand ensure a truly efficient growth.”


As the strategic partner of PCA Skin in China, Ylab is not only a strategic consultant, but also plays the role of the brand’s marketing team, which is fully responsible for brand’s launch in China and provides a new generation of growth model that truly combines closely with business objectives. 

Selecting e-commerce partners, developing e-commerce strategies, brand strategy, integrating marketing communication strategies, seeding and media buy, Ylab worked close with PCA Skin and TP to ensure strategic efficient growth from strategy to e-commerce.


Different from the traditional process of new brand launch, “Ylab+ E-commerce partner model” proposes strategic hypothesis based on data and market insights, then it collects and analyzes data through small-scale testing of cross-border e-commerce to optimize and iterate strategies and core assets. 


In the phase one, Ylab assisted PCA Skin to develop brand and product strategies and select TP simultaneously. Ylab developed brand and product strategies by brand positioning, market visits, workshops and pricing strategies. Ylab helped the brand to determine e-commerce partner by looking for qualified, organizing pithes, site visit to determine the final e-commerce partner. 

In the second phase, Ylab developed a three-year business plan for the brand, and in the third stage, a small-scale test and a comprehensive launching of the brand.


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