In addition to Proya Han Shu, who is still sharing the 150 billion Douyin beauty?
|Poly beauty.
Author|Thank you
According to the Cicada Rubik's Cube, in 2023,The overall GMV of Douyin beauty exceeded 150 billion for the first time, a year-on-year increase of more than 60%. Among them, the skin care market still occupies the main market share, with a market share of 65%, and its market size has exceeded 100 billion yuan for the first time. The growth rate of makeup, perfume and beauty tools and beauty instruments is more than 90%, and the market size is close to 40 billion and 20 billion respectively, which is also "gratifying".
In addition to the overall scale reaching a new level, the ceiling of Douyin's head beauty brand has also been raised againHan Shu single brandBy virtue of33.400 millionYuan GMV defeated L'Oreal to win the annual championship, tooIt is the first beauty brand on the Douyin platform to reach the level of 3 billion, while last year the number was only 1 billion.
In addition, the GMV of L'Oreal and Proya has also exceeded 2 billion, and in 2023, there will be as many as 20 brands with an annual GMV of more than 1 billion on Douyin, and the annual sales of 1 billion are obviously becoming the new standard for Douyin's head brands.
And step into Douyin beautyBillion Yuan Clubof the brand is even moreMore than 200 of themThis includes not only many overseas head and niche brands, but also domestic traditional and cutting-edge brands, and Douyin has become the basic plate of most brands.
In the 150 billion Douyin beauty market, in addition to the well-known Han Shu, L'Oreal, and Proya, what other brands are worthy of our attention? How has the competitive landscape of major brands changed on Douyin? We have done the following more detailed teardown and analysis:
According to the reporter's incomplete statistics, in 2022, there will only be 6 brands with sales exceeding 1 billion in the Douyin beauty track, including Huaxizi, Estee Lauder, Hou, L'Oreal, Osman and Proya, and the threshold of the TOP20 is 500 million.
And in 2023,The threshold of TOP20 has been pulled to 1 billion, Added a number of new faces such as Jimeng, Helena, AKF, and Jiao Runquan,There are also 9 brands with an annual GMV of more than 1.5 billion, and more than 50 brands with an annual GMV of more than 500 million. Among them, both the head and the mid-waist tail brands have a very obvious increase, and most brands can still maintain triple-digit growth on Douyin.
1.Douyin beauty has achieved a leap in magnitude, and the dark horse of the year was born
When it comes to the most concerned brands of Douyin beauty in 2023,Han ShuIt must be one of them. The brand has successfully achieved phenomenal growth in this year with short drama marketing, and the GMV is as high as that33.400 million, ranked TOP1 in Douyin beauty, and left the second place L'Oreal by nearly 1 billion. Among them, the brand's star product "Red Man Waist" series has sold more than 6 million sets in all channels, and the GMV on Douyin alone has exceeded 1 billion.
According to the Cicada Rubik's Cube, from January to February 2023, Han Shu's monthly GMV on Douyin is only 10 million, but it has maintained an average monthly momentum of more than 100 million since March, and the average monthly GMV in the third month of the fourth quarter is even as high as 500 million, and Han Shu has been ranked TOP1 in the Douyin skin care category for at least 5 consecutive months in this year.
In the past January, Han Shu Douyin once again set a new record, with a monthly GMV of 7More than 500 million. According to public information, this month Han Shu united with Jiang.
Ten. 7. Qiao Qiyue, Mo Xie, Ding Gongzi and other head experts have customized more than 40 short dramas, and invited brand spokesperson Jia Nailiang to parachute into the Douyin live broadcast room, and also linked with skin care spokesperson Tong Liya, and the cumulative sales of the New Year's limited gift box reached 35 in 15 days after it was launched80,000 sets.
As for Han Shu's return to explosive growth, the founder and CEO of Shangmei sharesLu YixiongAt the Jumei Conference, he talked about eight generous**: heavy soldiers Douyin; Focus on Han Shu; Focus on Han Shuhong; Focus on the Han Shu red gift box; Unified price and interest point of all channels; Focus on daily sales, rather than big promotions; Only learn not to imitate, go your own way; Avoid the competition and find your comfort zone. (Details).
Another dark horse of the year is from the beauty instrument trackExtremely cute。This new brand, which was born at the beginning of 2022 and basically "did not have this brand" in the second half of 2022, stole the limelight in the beauty instrument track last year.
Relevant data show that in 2023, Jimeng will rank first on the beauty instrument list with sales of more than 1.5 billion, surpassing brands such as Yameng, Miguang, and Ulike, which have been leading in the beauty instrument track for many years, with a year-on-year increase of more than 7000%, and a monopoly of 984% market share.
Crazy Brother Yang".Delicate SpringsIt also squeezed into the TOP200 list for the first time with an annual sales of 1 billion, and was in a high position as soon as it was on the list, with a year-on-year increase of 24w%+。The brand only began to explode on Douyin in May 2023, ranking 67th, 26th, 4th, 5th and 2nd on the Douyin beauty monthly list from May to September, and entering the top five of Douyin beauty for four consecutive months from July to October.
According to public information, Jiaorunquan takes the ultimate cost-effective route, focusing on three categories: facial cleanser, secondary throwing, and makeup remover, and the customer orders are basically below 100 yuan, and its star single amino acid facial cleanser is only 36 yuan on Douyin, and 1220w has been sold.
As Xiao Yang's self-operated brand, a large part of Jiaorunquan's growth comes from Brother Xiao Yang and his family matrix Seven Bosses, Three Sheep Network, Seven Bosses' Little Followers, Seven Bosses Skin Care Assistants, Crazy Little Huang Huang, Crazy Little Yang Brothers, etc.
Another difference is that the main sales method of most brands on Douyin is live streaming, but Jiaorunquan is**Channels contributed the majority of sales, accounting for 42% of sales.
It is reported that in the whole year of 2023, the number of brand associations will be as high as 104W, mainly through the form of slicing in the live broadcast room for short** platform distribution, chain hanging and commission. To this end, the Three Sheep Network has also developed its own APP "Zhong Xiaoer", through which anyone can obtain the authorization of its live broadcast**, so as to obtain income through sharing.
In addition, foreign brands that began to accelerate their embrace of Douyin in 2022 have gradually found a "way". La Mer, Helena, Lancôme, Clarins, Shiseido, SkinCeuticals, etc. will all have more than triple-digit growth on Douyin in 2023.
among othersHelenaFrom less than 500 million in 2022, it will jump to more than 1.5 billion in 2023. The brand's approach to Douyin is mainly to use spokespersons** to strengthen the mind of new products, drive more potential users to join, and increase the activity of old members through coupons. At the same time, it also deeply cooperates with head anchors such as Guangdong couple, Jia Nailiang, Ma Shuai's return, and Qianhui here on Douyin.
And Estee Lauder, La Mer, Lancôme, L'Oreal, Hou, SK-II, Shiseido, Clarins and many other foreign brands are also the "resident guests" of the above anchors.
2.30 brands sprint 1 billion
At the beginning of 2021, Jumei wrote many articles about how the brand started from 0 to one million monthly sales on Douyin, how to build a live broadcast room with tens of millions of sales, etc., and at that time, it was still a great thing to sell more than 100 million yuan a year on Douyin.
But for today's Douyin e-commerce, annual sales of more than 100 million yuan are already the basic operation of most brands, and monthly sales of more than 100 million yuan have become a very common thing. Only in the beauty track,In 2023, more than 200 brands will have sales of more than 100 million, and 50+ brands will have annual sales of more than 500 millionThis also means that if we calculate by omnichannel, we can see more brands enter the "billion club" in 2023.
Among the more than 50 brands with annual sales of more than 500 million, in addition to the above-mentioned brands that we have always talked about, there are more "new faces", such as Skin Future, Marubeni, Kefumei, Maxting, Mao Geping, Tingyan, Skin Future, Tangerine, C Coffee, Love Fire, etc.
Among them, as an old brand established for more than 20 years,MarubeniIn the past few years, its revenue has been standing still, and after more than two years of adjustment, it will finally usher in a turnaround in 2023. (Since 2020, Marubeni has begun to transform its online channels, focusing on live broadcast platforms such as Douyin and Kuaishou).
Judging from the performance forecast released by the group, Marubeni sharesIn 2023, it will cross the 2 billion mark for the first time, setting a record for the highest revenue since its listing, the group specifically pointed out in the preview that the content e-commerce of the Marubeni brand, represented by Douyin Kuaishou, has increased by more than 100%. Judging from third-party data, Marubeni's total sales on Douyin in 2023 will be 500 million-7500 million, a year-on-year increase of 10435%。
A new domestic brand on the listC coffeeIt is also a heavy pressure on Douyin, and its Douyin channel will increase by 289 year-on-year in 202384%。According to the official disclosure, the short drama "I Guess You Love Me" customized by it in cooperation with Douyin 3600w+ fan blogger Jiang Qiqi won 66.8 billion **, the highest ** amount of a single episode reached 11.2 billion+, bringing considerable traffic to the brand.
In addition, Jumei also noticed that although some brands have not reached annual sales of 500 million, they have achieved explosive growth on Douyin in 2023 and are expected to hit the 500 million threshold.
An effective skincare brand specializing in oily acneFeatherinOne of them, the brand was founded in 2011 and was mainly private domain channels earlier. In 2021, the Douyin channel was launched, and the company successfully created a big hit product, Yusu Colloidal Sulfur Acne Essence (Yusu Big Bulb), which has sold more than 5 million bottles in total, and has won the double champion of Tmall and Douyin Acne Essence List.
In 2023, Yusu will sell nearly 500 million on Douyin, with a simultaneous growth of more than 300%. It is reported that the brand has deeply linked with Han Meijuan, a Douyin expert with tens of millions of fans, on Douyin, and carried out airborne and live broadcast delivery at major promotion nodes such as 618 and Double 11, and Han Meijuan also claimed to be the "Queen of Light Bulbs".
Fan Bingbing's personal beauty brandFan Beauty Diary美黎汎(officially renamed on February 14, 2023), the performance in 2023 is also very fast, with a year-on-year growth rate of 419%.
This year, Fan Bingbing's Douyin account has also been updated much more frequently than in previous years, including dozens of articles related to Fan Beauty Diary**, including skin care during Milan Fashion Week, Cannes red carpet, and the 11th San Sebastian International Film Festival in Spain.
As around 2017, it exploded with the bombardment marketing of "full coverage and wide net".homefacialpro, there hasn't been much noise for the past two years. But in 2023, the brand still quietly achieved a 2500 million to 500 million, a year-on-year increase of 234%.
According to public information, HFP officially announced Jiang Qiming as the brand ambassador of the fruit acid series in June of that year, and the latter will have two big hit dramas "The Long Season" and "Cosmic Exploration Editorial Department" in 2023. Driven by the spokesperson, the highest single-day sales of HFP fruit acid water on Douyin during the 618 period exceeded 180W, ranking TOP1 on the platform's best-selling toner gold list.
In the past 2023, it will still be a very unfriendly year for the entire makeup category: overseas makeup brands have retreated, local cutting-edge cosmetics have closed down one after another, and the words repeatedly mentioned by brands in it are "difficult" and "cold winter".
But in the Douyin market, the makeup category is thriving.
According to the "Gilded Fantasy - 2023 Massive Engine Makeup Industry***" jointly released by Mega Engine & Mega Computing and Euromonitor International, Douyin makeup content consumption is strong, and content consumption data continues to rise. From January to October 2023, the average monthly volume of makeup short** content will be 40 billion+; The average monthly number of product clicks of live broadcast is 1 billion+; In addition to short** and live planting, users' active search willingness is also stronger, with an average of 200 million+ searches per month.
On the brand side, whether it is the traditional brands Marie Dejia, Kazlan, Mao Geping, Brand Color, etc., or the cutting-edge brands Caitang, Fangli, Tangerine, Lovefire, Girlcult, etc., or the international brands YSL and Ma.c, Shu Uemura, etc., have achieved considerable growth on Douyin.
1.Cutting-edge makeup has found a way to grow on Douyin
Looking at the TOP20 list of Douyin makeup, we can see that in the entire Douyin makeup track, there have been four forces competing for cutting-edge brands represented by Huaxizi, Tangerine, Caitang, and Fangli, traditional domestic products represented by Kazlan and Mao Geping, foreign brands represented by Yves Saint Laurent and 3CE, and Douyin brands represented by AKF, VC, and Julio.
However, compared with the fierce competition between domestic brands and foreign brands in the skin care market, domestic brands still dominate the Douyin makeup track.
Flower XiziAfter several months of turmoil, it still held the throne of Douyin TOP1, with annual sales of more than 1.5 billion.
From the perspective of months, from January to August 2023, Huaxizi's monthly sales on Douyin will be more than 100 million, and it will basically rank TOP1 on the Douyin makeup list; In September and October after the "black swan" event, both rankings and sales declined; But by November, Huaxizi still returned to the first place on the list with sales of more than 100 million.
A makeup brand under the Marubeni GroupPL love fire, starting again in the second half of 2021, has successfully become the second growth curve of the brand.
According to the 2023 annual performance forecast released by Marubeni shares earlier, PL Love Fire has increased by more than 100%. And to the brand 2022 28.6 billion revenue estimatesIn 2023, the revenue of the PL Love Fire Sheet brand will exceed 57.2 billion yuanIn 2020, this number will only be 15 million, which can be said to have achieved super-high-speed growth.
The growth of PL love is closely related to the brand's layout in Douyin e-commerce. According to Cicada Cube & Cicada Mother, the brand's growth rate on Douyin will be as high as 252% in 2023, and it will cooperate deeply with the head expert Zhang Kaiyi, Big Belly Youyou, etc.
On the product side, PL Love Fire ** mainly promotes large items such as liquid foundations and cushions that cannot be seen and wiped off series for young consumers, and a number of large items will be upgraded in 2023.
In addition, around the big product PL Love Fire also launched a joint series with the classic comic "Nana", which is the first co-branded product of Love Fire and the first makeup IP co-branded "Nana" in China. It is reported. The co-branded gift box broke 8 million for the first time on the whole network, and won the Douyin 2023 New Marketing Award.
Founded in 2020Funny Elves squareIn 2023, the goal of breaking 1 billion brand GMV has been achieved. Among them, the growth rate in Douyin reached 23867%, successfully ranked among the top 20 of the annual makeup list.
It is reported that Fangli will officially start to develop Douyin e-commerce in January 2022, mainly by mining the differentiated characteristics of products "holding makeup" and building a variety of content scenes; In 2023, the brand beginsCreate a personal IP account on Douyin, by Yang Ju, the founder of Fangli, has accumulated 120,000 followers by sharing the brand's attitude and personal values (Douyin account: Fangli Juzi).
In addition,In addition to the TOP20 list, there are more cutting-edge makeup brands that are gradually exploring a more comfortable business niche.
For example, niche makeup brandsgirlcultEarlier, Tmall's single-channel contribution accounted for more than 70%, and in 2023, it will begin to shift its focus to Douyin and Xiaohongshu. Especially in Douyin, catching the wave of affordable makeup in the second half of the year, Girlcult's solid lip gloss, expanded highlight, and other products with a unit price of 30-60 yuan are very popular.
Judging from the data, after switching to Douyin, Girlcult's overall marketing efficiency ushered in a new round of improvement, and the ROI in October 2023 (Douyin-based sales undertaking) was twice that in July (Tmall-based sales undertaking). Cicada Rubik's Cube shows that Girlcult's sales growth rate in 2023 will be as high as 71652%, and for the first time ranked among the top 200 of Douyin's annual makeup list.
The change of brand channels has also further affected Girlcult's products, ** belts, etc., co-founder of GirlcultLock childishAt the Jumei Conference, he said: "At present, Girlcult products have been upgraded to the relatively medium ** band of **10 yuan, and the products have also begun to change the direction of rejuvenation of makeup, immediacy of product makeup, and multi-purpose." ”
Two makeup brands under the Pellet GroupYovodowithLeisurelyIt also ranked among the top 30 with a growth rate of 289% and 907% respectively.
From the perspective of the way of bringing goods, both brands are mainly self-broadcasting, and self-broadcasting accounts for more than 85%. Among them, Youyi has laid out the "Unny Club Official *** Live Room" and "Unny Club Youyi Official *** Unny Club Skin Care" on Douyin
Unny Club has more than 10 official self-broadcast accounts, and 4 of them have more than 40w fans, and 3 of them have annual sales of more than 5000w.
In addition, pure makeupred chamber, Proya's makeup brandinsbaha primary color bota, a makeup brand focusing on light sensitive skinXiukovand other brands, all of which will achieve a growth rate of more than 400% on Douyin in 2023.
2.Old domestic products are "popular" on Douyin
In the Douyin skin care track, the most popular in 2023 is undoubtedly the Han Shu brand; In the makeup market, it is necessary to talk about the most popular brandsMary DegardBound to be nominated.
As a makeup giant with a group size of more than 2 billion at its peak, Marie Degaret has obviously experienced a huge Waterloo in the past few years. Most of the products of traditional brands are not suitable for social media, they can't play Douyin, they can't play live broadcasts, and they lack organizational combat effectiveness. However, its founder Cui Xiaohong, like Lu Yixiong of Shangmei, also chose to take the initiative to bear the pressure and "crazy" learn e-commerce, social media, strategy, new consumption logic ......
The data shows that in 2023, Marie Dejia's brand scale on Douyin will increase from 10 million in 2022jumped to nearly 500 million, an increase of 896%. One of the brand's star piecesSeed air cushionIn less than 10 months (January 1 to October 15, 2023), the GMV on Douyin broke through 2500 million yuan, ranking among the top 2 single products in the sales of Douyin air cushion category, and the single product also won the "Makeup Story 2023 Gold List Product" on the Gold List of Douyin Top 100 Good Things.
It is reported that in the past year, focusing on the dopamine trend of the younger generation, Marie Daijia has successively launched a limited edition of Qingshan Qing, a limited edition of sober powder, and a limited edition of absolute purple around the product of seed cushion, and at the same time created a very distinctive "Pioneer Design Scene Live Room" to play with color story marketing.
Among them, in July 2023, Mary Dejia will hold the natural field physical drama "The Land of Seeds" in Qingshan Village, Hangzhou, and the cumulative GMV of the brand in the whole cycle of the art exhibition will reach 5000W+; During the limited edition of the seed air cushion Tanabata sober powder, the cumulative GMV reached 2700W+; and Luo Wangyu exclusively debuted the limited edition of the seed cushion absolute purple, with a total GMV of 4000+ yuan during the event.
It has also been established for more than ten yearsBranding, the increase in Douyin in 2023 is also as high as 423%. It is reported that the brand will officially enter Douyin e-commerce in 2022, mainly through cooperation with Douyin heads and beauty vertical experts such as Jingtang Culture, Big Mouth Girl, Mr. Fufu, etc.
It is worth mentioning that the above-mentioned anchors had caused controversy in the industry earlier because of "bad face marketing". Its delivery mode mainly uses exaggerated visual impact (such as repeatedly wiping and slapping the face to make the face red) to form a sense of contrast between the front and back of the product. In 2023, the total sales of the three anchors in the live broadcast will exceed 7,000w.
In addition, the growth of brand color in 2023 is also due to the linkage with the hit drama "Sauvignon Blanc". The brand first launched a joint model of "Sauvignon Blanc", and invited the starring Tan Jianci to perform on stage in Douyin-Qixi Gift Season-Magpie Dream Millennium, helping the brand**; Immediately afterwards, it was officially announced that Tan Jianci was the spokesperson of the milk melt shimmering light cushion, which further boosted brand sales.
CarslanAs a former makeup giant, although it has also encountered some twists and turns, its achievements are still steady. In a number of makeup lists, although it is not necessarily a "top student", but it must be on the list, this year's Tmall Double 11 Kazlan ranked fourth in domestic makeup, stronger than a number of makeup cutting-edge.
In the Douyin market, Carslan actually entered the game early, ranking in the top 10 of the Douyin makeup list in 2021, and the top three on the Douyin makeup list in 2022 with sales of more than 500 million. In 2023, although Carslan has slipped in the overall ranking, its increase has still reached 3753%, with annual sales of 7Between 500 million and 1 billion.
3.Foreign makeup and perfume brands began to make efforts on Douyin
More than one industry insider has mentioned to Jumei that foreign brands are much slower than domestic brands in terms of market sensitivity and decision-making links. Therefore, whether it is Tmall or Douyin, it is necessary to gradually experience the development path of Taodou brand, domestic brand, foreign brand entry, domestic and foreign investment, and competition on the same stage.
At present, the Douyin skin care track has entered the fourth stage, and the makeup market has also begun to usher in the development of foreign brands. From the growth rate of various foreign brands in 2023, we can also see that almost all foreign makeup brands have ushered in a super triple-digit growth on Douyin, and the growth rate of many brands is even as high as four or five digits.
among othersYsl Yves Saint LaurentWith Super 7500 million in sales and 1654With a growth rate of 32%, it ranks in the top 7 of the makeup list, and it is also the only foreign brand in the top 10.
From the perspective of months, the brand's sales ushered in a small peak in February, May and August, which together contributed 33%-45% of the brand's annual sales, even higher than 618, Double 11 and other big promotion months, and these three months are the months of Valentine's Day, 520 and Qixi FestivalThe main courtesy scene.
From the product point of view, the brand's best-selling products are also based on makeup and perfume sets, and their product titles will bring keywords such as "Valentine's Day gifts" and "gifts for girlfriends". It is reported that the YSL brand self-broadcast account has specially opened a courtesy account "YSL Yves Saint Laurent Beauty Gift Space" to increase the overall live broadcast duration at gift-giving nodes such as Valentine's Day and Qixi Festival, so as to undertake "courtesy"-related traffic, and the account will contribute 35%+ of the brand's global GMV in 2023.
It is also part of the L'Oréal GroupShu Uemura, its Douyin official *** will only officially open at the end of April 2023, relying on the brand's star products such as cleansing oil, machete eyebrow pencil, foundation liquid, etc., Shu Uemura will grow by more than 500% in 2023; Valentino, which will officially open Douyin in October 2023, has also achieved sales of 2500w and 5000w in just 3 months, with a growth rate of more than 342w%。
In addition to this, there will be a significant increase in the volume and sales index of international perfumes in the second half of 2023. A report by Feigua Data pointed out that compared with the changes in the search keywords of Douyin perfume category in the first half of the past two years, big-name perfume has become the search term with the highest increase, and the search volume has skyrocketed by 628601%。
Judging from the data provided by the Cicada Rubik's Cube, international big-name perfumes in 2023Jo Malone, Chloy, Versace, Mason MargielaThe growth rate reached % and 991% respectively.
In Douyin, Douyin brands are the existence that many brands look down on but are faintly envious of, because these brands can reach the GMV that other beauty brands may not have for many years in a very short period of time. There are even many people who say that "Douyin is a white label blessed land". Especially with the deepening penetration rate of Douyin, the vast population below the third-tier cities can be called the most fertile land for the growth of white label barbarism.
Although these brands can achieve a breakthrough in a short period of time, their change is very fast. In 2021, brands such as Keleni, Betty Bonnie, Aqua Rando, and Sushuo Beauty, which have entered the monthly list many times, have basically disappeared; In 2022, the most popular muscle prophet, with cumulative sales of more than 500 million in 4 months, but soon its parent company McKelly was revealed to be in arrears with a large amount of debt.
And in 2023, the change of the Douyin brand will be more frequentHai Jieya, Jiao Runquan, Mian Ji Time, VC, Riji, Julio, Xianfeigeand so on, all of which have successively become the "dark horses" on the Douyin monthly list, and Jiaorunquan, VC, and Julio can even squeeze into the annual list, beating many international brands and domestic brands.
Among them, "Haijieya" will break out of the encirclement in March 2023, and its sales mainly come from the "Guoyue couple" with nearly 2,000w fans on Douyin, as well as its multiple live broadcast accounts; In March, Xianfeige won the first place in the list of best-selling brands of shower gel and oil, beating many brands such as Skincare and L'Occitane; VC Beauty focuses on 5 VC no-makeup creams, ranking from TOP35 (makeup) in June to TOP2 in July, with annual sales exceeding 7500 million; In July, the company sold more than 100 million yuan and 593With a growth rate of 81%, it has squeezed into the top 2 of the skin care list, and its founder claims to be a live broadcast mentor, cultivating more than 100 anchors with monthly sales of one million ......
Industry veteranLiu FeiCalling such brands "opportunists", in his opinion, the focus of these brands is on marketing rather than brand management, "can only deceive consumers once, basically no repurchase, so the flowering period is particularly short, and it will be quickly limited by the platform." ”
The flowering period of "Haijieya", which exploded in March, is only from January to February; Li Ji was exposed by "Consumer Reports" that there were many problems such as false publicity, exaggerated publicity, and multi-purpose of the No. 1, and at the same time, its product foundry was also fined many times for illegal production and was ordered to stop production ......Although these brands can have unlimited scenery for a while, they only have today and no future.
are also social media hits, why Proya's Ruby Family, Han Shu's "Red Waist" series, and Marie Decca's seed cushion can be called the brand's star items, and we have repeatedly talked about them?
Because the success of these single products is not a simple way of relying only on external technical forces, a single magnified visual presentation, and using impulse shopping to improve conversion efficiency, but a combination of "technology, products, content, and communication". This is also the definitive route for beauty brands to continue to maintain growth in the downturn of 2024.
The center of the future market must belong to those who really do brands, and the real competition between brands is not Tmall, Douyin, Kuaishou and other platforms, but should return to the product and brand itself. In this competitive dimension, how to seize the minds of vertical categories and create star products is the core stage of brand competition.
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