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Daisy Sky · E-commerce Omnichannel Growth Case

I. Project Background

As a domestic skincare brand focusing on oil-based skincare in the aromatherapy field, Daisy Sky centers on the eye essence oil track, focusing on anti-aging, wrinkle-reducing and firming effects, with natural plant essential oils as its core ingredients.

1. Project Overview

  • Target Market & Media: Xiaohongshu (E-commerce Seeding + In-site Live Streaming Closed Loop)
  • Core Categories: Eye Essence Oil, Amber Eye Oil
  • Core Selling Points: Oil-based Skincare, Anti-aging, Wrinkle-reducing, Firming, Natural Ingredients
  • Marketing Objectives:

Short-term: Solve the seeding dilemma of "high search volume + low reading rate", and improve brand visibility and content penetration.

Medium-term: Catch up with international top brands, consolidate brand infrastructure and crowd assets.

Long-term: Transform from catching up to taking the initiative, achieve Xiaohongshu closed-loop ROI ≥ 2.0, and build a long-term domestic brand.

2. Market Opportunities

  • Oil-based skincare has become a trend in the skincare market, with strong demand for anti-aging, wrinkle-reducing and eye care products.
  • The rise of domestic skincare brands has created breakthrough opportunities in segmented tracks, allowing the brand to seize the position of "domestic oil-based skincare".

3. Challenges

  • Insufficient brand asset accumulation and lower content penetration than competitors.
  • There is a gap in content quality compared with international top brands.
  • Need to solve the seeding dilemma of "high search volume + low reading rate" and build a long-term business model.

II. Advertising & Marketing Strategy

1. Core Strategy: Long-term Mindset Seeding to Cross the Brand Growth Cycle

Based on long-termism, accumulate brand assets through content, form a positive cycle of seeding - harvesting - long-term growth, and build a highly viable domestic brand.

2. Synergy of Three Links to Achieve Brand-Benefit Integration

Little Red Star Link: Celebrity Breakthrough and Mindset Penetration

  1. Leverage celebrities to amplify the core concept of oil-based skincare and output content focusing on anti-aging, wrinkle-reducing and firming effects.
    • Combine with usage techniques and product recommendations to quickly seize hot skincare keywords and penetrate the mindset of natural ingredients.
  2. CID Link: Precise Harvesting and Efficient Conversion
    • Cover target groups with functional needs such as anti-aging/anti-wrinkle and dry skin, and expand potential users of essential oil categories and competitor groups.
    • Focus on usage guides, functional reviews and purchase recommendations to build an integrated seeding-harvesting closed loop.
  3. Chengfeng Link: Closed-loop Enhancement and Long-term Growth
    • Build a content matrix of celebrity content + technique & effect + collection guide.
    • Take Xiaohongshu in-site live streaming as the core harvesting venue, and optimize keyword positioning and delivery strategies.

3. Refined Operation System

  • Influencer Matrix: 20% top influencers + 50% mid-tier influencers + 30% grassroots influencers, with top and grassroots linkage to expand celebrity influence and penetrate real user groups.
  • Content Strategy: Crowd breakthrough + content competition, select and amplify high-quality content related to effects, collections and techniques, and spread celebrity clips through KOCs.
  • Harvest Rhythm: In the initial stage, 70% Little Red Star + 30% CID; in the stable stage, 40% Little Red Star + 60% CID, to achieve efficient conversion through the optimal path.
  • Delivery Optimization: Flexible budget adjustment, small and multiple bids, and steady plan learning to ensure delivery efficiency.

III. Project Achievements

  • The brand's competitive position has been significantly improved, and the gap between the eye essence category and international top brands has been greatly narrowed.
  • The rate of popular content and the accumulation of content assets have continued to exceed the industry average by more than 40%.
  • The closed-loop ROI of Chengfeng has stabilized above 2.0, and the e-commerce conversion efficiency has exceeded expectations.
  • Brand visibility, content penetration and in-site assets have been comprehensively improved.

Consolidate the benchmark position of domestic oil-based skincare, build a long-term growth e-commerce business model, and accumulate replicable successful experience.

IV. Scalable Practical Experience

  1. Long-termism Seeding: Continuously accumulate brand content assets to form a positive business cycle.
  2. Integrated Seeding-Harvesting Closed Loop: Align seeding and harvesting in the same link and rhythm to improve conversion efficiency.
  3. Structured Influencer Matrix: Link top and grassroots influencers to sink celebrity influence into real user groups.
  4. Data-driven Delivery: Refined adjustment of budget, bids and plans to ensure ROI.
  5. Content Competition Mechanism: Select and amplify high-conversion content to continuously improve the rate of popular content.

V. Case Summary

Relying on Xiaoniu Group's KFS integrated marketing and Chengfeng link closed loop, Daisy Sky took "oil-based skincare" as the core breakthrough point. Through long-term mindset seeding, refined content operation and efficient in-site harvesting, it successfully solved the pain points such as insufficient brand assets and low content penetration, realizing the leap from catching up with international top brands to taking the initiative.

It has become a benchmark case of long-term growth of domestic skincare on Xiaohongshu e-commerce, providing a feasible and replicable omnichannel growth plan for similar brands.