Recently, Douyin's November beauty brand list was officially released, achieving a new breakthrough from beauty ** to single brand performance.
According to Qingyan Intelligence, in November 2023, the overall GMV of Douyin Beauty increased by 35% year-on-year01%, of which, the GMV of Douyin's skin care category increased by **28 year-on-year51%, maintaining a steady upward trend.
In terms of brands, many beauty brands achieved new breakthroughs in November. Taking Han Shu, who topped the list of beauty brands on Douyin in November, as an example, its monthly GMV successfully exceeded the 500 million mark, reaching 5400 million yuan, a year-on-year increase of 57847%。In November, the GMV of the top 10 brands in Douyin beauty sales has also exceeded the threshold of 200 million.
At the same time, according to Qingyan Intelligence, from January to November 2023, the cumulative GMV of Han Shu Douyin is 28500 million yuan, still at the top of the list, which also means that Han Shu has always been stable in the first camp of the Douyin beauty industry this year.
Interpretation 1: Domestic brands catch up with overseas brands, and Han Shu is ahead of L'Oreal in a comprehensive fault style
In the November list, it can be seen that the top 10 brands in the beauty industry, Chinese brands accounted for 4 seats, and expanded to the top 20 range, and the number of domestic brands has exceeded half, accounting for 55%. Behind the brand breakthrough, it is inseparable from the outbreak of star products. According to the statistics of Qingyan Intelligence, the top3 brands with the highest sales in the Douyin skin care category in November were: Han Shu Firming Anti-Wrinkle Red Waist Gift Box, Estee Lauder Skin Care Product Set, and La Mer Mystery Luxury Pet Enjoyment Set.
Throughout the year, domestic brands have reached the top on the Douyin platform. From January to November 2023, the top list of Douyin beauty brands for 8 months is a domestic brand.
Focusing on the pattern of Douyin's beauty industry, the catch-up of domestic products over overseas brands is not an accidental event, but an inevitable trend. For example, Han Shu and L'Oreal, which ranked in the top two GMV rankings from January to November, Han Shu reached 28 in the skin care product category alone500 million yuan of GMV, and L'Oreal, which ranks second, has a GMV data statistics port that includes all categories such as L'Oreal skin care, washing and care, makeup, and men's.
2023 is coming to an end, looking at the Douyin beauty pattern throughout the year, whether it is the daily sales cycle or any cycle of the big promotion node, the domestic brands represented by Han Shu are constantly breaking through the performance, and under such a momentum, the potential for the growth of domestic brands in the future is more worth looking forward to.
Interpretation 2: When Douyin becomes a new battlefield for beauty, how can domestic products become winners?
With the migration of consumption from integrated e-commerce to live e-commerce, Douyin has undoubtedly become a "new battlefield" for beauty brands. When all brands enter this unknown territory with their bare hands, what factors have contributed to the catch-up of domestic products, Han Shu, who has reached the top many times, is a case worth dismantling.
First, the quick response and learning ability behind the summit Xi the top:
In the era of traffic, those who take the lead will have a greater chance of winning, and domestic beauty brands rooted in the local market will seize the channel outlet with a keener sense of smell and more flexible decision-making. It is reported that as early as the end of 2019, Han Shu began to lay out Douyin, and began to build a Douyin team and self-broadcast room at the beginning of 2021.
Developing new channels has extremely strict requirements for the brand's ability to learn Xi quickly, and Han Shu, as the first player to enter the game, has explored a full-link closed-loop play including self-broadcasting, short ** drainage, talent planting, broadcasting, and short dramas, and innovated a set of exclusive operation models belonging to Han Shu, leveraged the leverage beyond the Douyin algorithm, and moved towards a longer-term leading position.
Second, the scientific research and innovation strength behind the phenomenon of explosive products:
The catch-up of product strength is the key factor for domestic brands to break through. Han Shu's Douyin outbreak originated from the popularity of the Red Man Waist series, and the underlying logic is that the brand will transform scientific research breakthroughs into landing products and transform them into deterministic performance growth.
Over the years, Hanshu has continued to cultivate the "peptide field", and now it has also built a complete scientific research system, so that the product quality can meet the expectations of users. At present, Han Shu's exclusive scientific research achievement "cyclohexapeptide-9" ingredient has come out, it is reported that compared with the previous "polypeptide" ingredients, its anti-aging effect is stronger, deeper and more durable, or will bring a new wave of growth potential energy for Han Shu.
Third, the ability to build a flexible chain behind the large order volume:
The front end of the Douyin ecosystem is a competition of playing styles, and behind the scenes is a competition of ** chains. In the fast-paced platform ecosystem, brands that want to succeed on Douyin must have strong productivity and capabilities.
This is also a major advantage of domestic products at present - a strong backing from local factories and ** chains, especially Han Shu has built its own factories and ** chains in 2003, with the ability to undertake a large number of front-end orders. Nowadays, Hanshu lays out "intelligent production", and the intelligent ** chain will greatly improve product quality and play an important role in cost control and product quality.
Fourth, the brand-building ability behind the traffic:
Platform traffic is important, but when everyone sees the traffic, the ultimate competition is the user's perception of the brand. Judging from the layout in recent years, Han Shu is based on the brand recognition foundation accumulated over the years, and constantly updates the mental cognition of users. For example, focusing on the "Han Shuhong" in everyone's memory, through the filming of the 20th anniversary TVC and comprehensive visual upgrades, Han Shuhong repeatedly reached users.
On the other hand, it is a stable price plate, Han Shu locks in the set price of 399 yuan, and the main set of products is promoted in all channels, and the quality can keep up with the best by polishing the product force. At the same time, it does not break the price throughout the year and builds brand trust among consumers, which is especially critical in the Douyin ecosystem, which has huge daily active traffic.
Interpretation 3: Douyin is still an "incremental" position for beauty, and domestic products urgently need to be upgraded to all-rounders
From 2019 to 2021, Douyin live broadcast was in its infancy, and the small store model was just emerging, and many brands kept a wait-and-see view of Douyin channel options.
From 2022 to 2023, Douyin will upgrade its global interest e-commerce, and the link between e-commerce and interest content will be opened, and all in Douyin will become an industry consensus, and Douyin e-commerce will enter a period of vigorous development.
Judging from the Douyin beauty market alone, from 2023 to the present, ** has maintained a double-digit growth rate almost every month, all the way up. Not long ago, on Singles' Day, the GMV of the Douyin beauty platform reached a high growth of 53%. With the continuation of the popularity of live e-commerce, it is foreseeable that Douyin beauty will usher in a long period of growth in the future.
This is undoubtedly a positive signal for many beauty brands that have fallen into a bottleneck or are about to break out, and Douyin Beauty** is bound to usher in overseas big brands, domestic brands, cutting-edge brands, Douyin white brands and other parties to enter the game, entering the stage of white-hot competition.
At this stage, Han Shu's absolute leadership and advantage is actually showing the secret of Douyin's long-term operation for beauty brands, especially domestic brands, that is, only in many dimensions such as products, brands, operations, and production, can they keep up with the needs of the market, platform and consumers, and become a "hexagonal warrior" with comprehensive core competitiveness, in order to achieve the ultimate victory.
In this process, I believe that more domestic beauty brands like Han Shu will emerge, which can seize the opportunity of overtaking in corners, maintain Xi learning, have the courage to break through, and achieve brand leaps again and again in the era of live broadcast e-commerce.