Chinese Chic Hair Care Brand Spes Sells 150,000 Units in 10 Minutes
- Chaileedo Press
- Jun 3, 2022
- 3 min read
Spes, a Chinese personal care brand, sold more than 2 million units on the first day of the Tmall 618(Chinese e-commerce shopping carnival in the middle of the year) pre-sale, exceeding the overall sales of last year's 618.
Spes was founded in April 2020 and started from the demand from current customers with oil control and fluffing hair in scalp care. With two-star products - Spes Scalp-Cleansing and Hair-puffy Sea Salt Cream and Spes Washing-Free Hair Spray, it took the lead in the efficacious head care category. The top-selling product in its Tmall flagship store is Spes Washing-Free Hair Spray, which sold 150,000 units in 10 minutes for 79 yuan ($11.80) in this year's 618 promotion.
According to the White Paper of 2021 Chinese Scalp Health released by CBNData, the first financial business data center, "over 50% of consumers say their scalp has problems, and over 60% of consumers will actively pay attention to their scalp health status", and dandruff, oily hair and soft hairstyle have become the top 3 scalp problems for contemporary people.
The Spes Washing-Free Hair Spray can quickly solve the dilemma of young people who are in a hurry to go out and don't want to wash their hair. They can only apply just two sprays that make the hair more fluffy and stylish and even avoid some unnecessary embarrassment.
According to the report released by CBNData, in 2021, Spes surpassed international brands such as KÉRASTASE and Christophe Robin and ranked first in the "oil control and fluffing efficacy brand", and also became the first brand of oil control and fluffing among new Chinese consumer brands. Spes Scalp-Cleansing and Hair-puffy Sea Salt Cream and Spes Washing-Free Hair Spray have both become popular products.
In addition to the good performance of the products, its repurchase rate is also far above the industry average. Taken Spes Spice's Puffy shampoo, for example, the repurchase rate of this product is as high as 26%, which is nearly 20 percentage points higher than the industry average of 6%-8%. Spes Scalp-Cleansing and Hair-puffy Sea Salt Cream was also ranked second on the TikTok repurchase list, which means that many consumers who have used the product have become long-term users of this product.
According to the official data of the brand, the sales of Spes Scalp-Cleansing and Hair-puffy Sea Salt Cream exceeded 2 million bottles within six months of its launch and quickly topped the sales of a single product category on three platforms, namely TikTok China, Tmall, and Xiaohongshu, driving the sales of shampoo category to increase by more than 1700%, creating the fastest growing shampoo sector, and making Spes the fastest growing head wash brand in the sector.
In addition to its distinctive products and segmentation, Spes' marketing is also in line with the usage habits of the current generation Z. After the official launch of the brand, Spes chose to conduct social content eco-marketing on the TikTok e-commerce platform, allowing the product to form a scale of reach and high concentration penetration among the young group, thus allowing the brand to achieve the triple jump of immediate launch, breaking sales and continuous hot sales.
In addition to the accurate capture of public domain traffic and building a communication bridge between target users and brand products with interest, TikTok also refines the operation of Spes' brand private traffic pool. Firstly, the platform supports Spes to build a brand live streaming to continuously convey the brand's story, spirit, and philosophy to consumers, thus allowing platform followers to directly transform and retain as followers of Spes.
At the same time, under the arrangement of the Project held by TikTok, Spes was landed on the live streaming of celebrity experts, further amplifying the celebrity effect and further expanding the brand reach rate. With the new scene of live streaming presenting interesting content that is more relevant to young consumers, Spes has completed an efficient chain of products from introducing selling points to showing the effect, and finally achieving advertising and promoting conversion.
Thus, it seems that Spes has made itself known outside of the fixed circle precisely by combining the cutting-edge technology of its products and the current hot digital method. Nowadays, Spes has already created a global innovation R&D center with the advantage of a global supply chain and quickly created a global innovation R&D center jointly with Chinese and international first-class scientific research institutions to make innovative R&D breakthroughs from raw materials and formulations.
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