2023 will come to an end, and Douyin Beauty has also written a new history. According to Qingyan Intelligence data, in December 2023, Douyin Beauty**GMV increased by 67% year-on-year03%。
It is worth noting that domestic products are advancing all the way, and the momentum is particularly rapid, and in December, as the last flat sales month without major promotions, the top three sales of Douyin beauty brands are all covered by domestic brands, among them, the GMV of domestic brands Han Shu is still as high as 5200 million yuan, a year-on-year increase of 572%, ranking first in the list.
At the end of the year, looking at the annual data of Douyin Beauty, Han Shu will rely on the total GMV of 33 in 2023400 million yuan, a year-on-year increase of 37438%, ranking first. Han Shu led domestic beauty products to officially knock on the door of 3 billion on Douyin, and a new era is being written!
2023 is the first year for the breakthrough of domestic beauty Douyin
Judging from the annual data of Douyin Beauty, Han Shu is 33The cumulative GMV of 400 million yuan has achieved a faulty lead, and the second place L'Oréal has a GMV of 23 for the whole year7.6 billion yuan.
In addition, the performance of other domestic products in 2023 is also outstanding - accounting for 11 seats in the TOP20 and 5 seats in the TOP10, accounting for half of the country.
In 2023, the GMV of the top 17 brands has exceeded 1 billion yuan, and the volume of HBN, Olay, and Nature, which rank 18-20, is also very close to 1 billion yuan.
After a year of ups and downs, a new pattern of Douyin beauty has gradually taken shape, whether it is Han Shu repeatedly winning the top spot with a fault advantage, or the rapid development of cutting-edge brands such as Jimeng and Miguang, all of which reflect that domestic brands have formed an absolute consumer mental monopoly on the Douyin platform.
No. 1 on the repurchase list, Han Shu outperformed the algorithm with quality
The champion in August, the champion in September, the champion in November, the champion in December, and the Douyin beauty champion in 2023 will undoubtedly push Han Shu into the public's field of vision, but it is worth noting that Han Shu's highlights not only exceeded 3 billion, but also had a very high repurchase rate.
According to data from third-party platforms, Han Shu's 30-day average repurchase rate reached 2069%, far exceeding the industry average and 242 higher than peers34%, won the first place in the Douyin repurchase list.
This means that Han Shu's success has jumped past the first stage of relying on traffic to win the law, and has entered the next stage, that is, leveraging the lever with good product quality, outperforming the Douyin algorithm, and relying on product power to achieve exclusivity in the market. With the accumulation of quality and reputation, Han Shu has also completed the advancement from catching up to surpassing, and then to leading.
In addition, relying on high quality, Han Shu has also captured the main consumer group with high potential. Judging from the data of third-party platforms, its 25-35-year-old user group accounts for 56% of the brand's total users, and the high conversion rate of this group of users has once again increased the growth and value of the brand.
Under the "water surface" of quality and efficiency sales, it is the accumulation of research, production and marketing
Behind the brilliant performance, it is inseparable from the integration of the brand's "quality and efficiency sales", and it is also inseparable from the successful layout of the company's deep strategy. The continuous investment and precipitation of scientific research have enabled Han Shu to have the ability to drive growth with product power, and also laid a solid foundation for the evolution of the best value of Shangmei shares, and also enabled it to have the ability to expand the boundaries of domestic skin care products.
Nowadays, the product value building of the cosmetics industry has risen to a high degree of synergy of "research, production and marketing", that is, the brand needs to have strong production capacity, scientific research ability and sales ability, and be able to connect the three to develop products that meet customer needs, have high technology content and high added value, and drive the long-term growth of the brand.
As a leading brand of domestic beauty, Hanshu has formed a closed loop of research, production and marketing that supports the efficacy of R&D, supports the product power of the efficacy, and focuses on marketing to amplify the product power.
At present, Shangmei has officially announced its independent research and development system, that is, driven by science and technology and demand, based on cutting-edge computational biology research, it has built a perfect scientific research system from upstream to downstream from multiple dimensions such as basic research, cutting-edge active ingredient development, innovative formula technology, and clinical efficacy verification. To explore the future of China's cosmetics research and development path.
Under the guidance of the systematic direction, Han Shu has also led the launch of the scientific anti-aging group, through the open innovation platform, to open up the cross-field industrial exchanges of industry, academia, research and medicine, so that the product efficacy is wider and deeper. With the implementation of the innovative anti-aging achievement "cyclohexapeptide-9", the product value of Han Shu will usher in a new round of upgrading, and the brand growth potential will further explode.
Multiple brands successfully broke through, and Shangmei shares moved towards the camp of high potential and high valuation
Looking at the best in the consumer goods market, whether it is for user groups or for the capital market, enterprises with technology "chips" have always had long-term competitiveness, are more likely to be recognized by the public, and are worthy of investment and expectation, and the success of Han Shu has confirmed this view.
As an enterprise with a multi-brand matrix, the successful experience of Hanshu's brand transformation, as well as its accumulated human resources, scientific research resources, and production resources, will also be replicated and applied to brands such as Yiye and Red Elephant, so that enterprises can break through from a single brand to the common development of multiple brands.
At present, Shangmei has also independently incubated a number of high-growth brands, and achieved performance breakthroughs through the segmentation of the track, the specialization of efficacy, and the differentiation of products, and gradually formed a new growth curve of Shangmei shares.
For example, the newpage page, a baby and child skin care brand co-founded by well-known actor Zhang Ziyi, parenting expert Cui Yutao, and scientist Huang Hu, naturally has the brand gene of "medical research co-creation", and its star products have repeatedly appeared on the Douyin hot list, with rapid growth momentum.
In 2023, Shangmei will also achieve a new breakthrough in the washing and care track, and its scientific and technological aesthetic scalp care brand "2032" has been launched for less than a year, and has won the first place in the Douyin washing and care hot list, with huge growth potential. It can be seen that Shangmei is one of the few domestic beauty companies in the current market that has successful cases in brand transformation and brand incubation.
Multiple competitiveness, such as multi-brand, wide category, strong scientific research, and excellent quality, is greatly empowering the value revaluation of Shangmei shares. As a "technology-based beauty company" that integrates the world's scientific research and serves Chinese brands, the growth value of Shangmei will be verified again in the next cycle, and it will continue to walk out of a longer-term and healthier development curve.