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。
“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。
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.