Yi Qi Yi Hui Ranked Top 1 in Essence Category in TikTok China

Abstract: Chinese functional skincare brand Yi Qi Yi Hui launched a new lyophilized mask plus essence original combination, claiming to be sterile and preservative-free, effectively solving the skin problem of dryness, sensitivity, and redness. The mask will be launched according to the official announcement. At present, the highest-selling product in the store is the Polypeptide Serum Cream, priced at $59.5, with total sales of 42,000+ units.

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According to CHAILEEDO, Yi Qi Yi Hui was established in 2021. The brand extended the form of disposable shape to all skin care categories, and it created firstly that the skincare dose for today. It promotes the concept of efficient and safe formulations, and for the first time in the industry, the granularity of product use is refined to the consumer's every use. The nitrogen-filled, vacuum-sterile, single-use, individual packaging ensures that the products applied to the face each day are in the best condition possible providing the new generation of consumers with the most effective and safest skincare experience.

The Chinese name of the brand "Yi Qi Yi Hui" comes from the word developed from the Japanese tea ceremony. "Yi Qi" means a lifetime, and "Yi Hui" means only one meeting. The brand's philosophy also echoes its brand name: Yi Qi Yi Hui applies daily packaging form to use at any time and it can effectively maintain the active ingredients are not oxidized, and can reduce the addition of irritating ingredients, so that the product is both efficient and safe.

All of its products are individually packaged in small packages, the raw materials come from the world's best suppliers, and all products are tested for efficacy by the most authoritative efficacy testing institutions at home and abroad, such as I.E.C., SGS, and Micro spectrum before they are marketed so that the efficacy remains optimal.

A more noteworthy point is the brand's logo, which contains a cat and a little girl, becoming the exclusive IP of the brand, named San San giving it distinct personality characteristics and a more authentic and intimate feel in the interaction with fans.

Today, San San has become the brand IP of Yi Qi Yi Hui. On some Chinese social platforms such as the Wechat public account, Weibo, and others, the brand builds San San as a cat from space. In order to make the product image more interesting, the brand made a request to add two cat ears to the original half-circle cap when making its star product Polypeptide Serum Cream. This is why the essence is also called "Space Cat" essence.

As a matter of fact, the Polypeptide Serum Cream occupies TikTok ladies serum explosive list TOP1 and firming essence explosive list TOP1 after its launch only 3 months (listed in December 2021). The comment rate of its official TikTok store is scored 5 out of 5. In March 2022, Yi Qi Yi Hui the monthly sales in-store live streaming exceeded 10 million in TikTok.

In September 2021, Yi Qi Yi Hui Fullerene Firming Cream became the TOP 1 firming cream in Tmall after it was launched in June 2021. In the same month(September 2021), the 4-month-old Yi Qi Yi Hui also received Series A financing of tens of millions of RMB.

With the circling of consumer groups, the adaptation of scenes and interests for different circles, and the ability to precisely target groups and resonate with them according to their characteristics, have become an opportunity point for new brands to break through. Brands that are big and comprehensive can no longer adapt to the new cosmetic market, which is iterating rapidly. Brands that focus on a single circle and continue to meet their consumption needs and spiritual needs can stand out in the fierce competition.

Yi Qi Yi Hui targets their targeted audience of sophisticated mothers and elite white-collar groups. This group of people has a more rational pursuit of life and has higher requirements for product skin feel, efficacy, and even spiritual output, which is in line with the philosophy and value proposition of Yi Qi Yi Hui. At the same time, the marketing channels also give priority to this part of the crowd gathered in TikTok and Xiaohongshu, to accurately find the target audience for seeding content placement. Therefore, the success of Yi Qi Yi Hui partly due to the brand's marketing positioning.