How C Beauty Brands Are Storming Douyin and Key Takeaways for
Beauty

How C-Magnificence Manufacturers Are Storming Douyin and Key Takeaways for World Manufacturers

Because the dynamic zero-COVID coverage step by step grew to become the norm, China’s magnificence market is step by step bouncing again. Based on China Customs’ newest knowledge, the general import of cosmetics and wonder merchandise began to extend in July 2022 to 11.97 billion RMB ($1.7 billion US), up 5.18% year-over-year (YoY). Regardless of vital retail gross sales shrink in March and April this yr, main world powerhouse L’Oréal managed to attain double-digit progress of income in June, because of vital progress of latest channel gross sales. In July the corporate ranked fourth for high model gross sales on Douyin, the Chinese language model of TikTok, which has attracted 600 million energetic customers.

The revival of magnificence retail gross sales considerably outpaced gross sales in different industries. Based on Euromonitor forecasts, the penetration price of e-commerce gross sales channels within the magnificence trade is predicted to extend to 40% in 2022, and proceed to broaden. Douyin had grow to be an interesting channel for magnificence manufacturers. Based on knowledge from Sinolink Securities, Douyin’s magnificence GMV in Q1 2022 was 9.6 billion RMB ($1.4 billion US), up 164% YoY, with the very best progress price amongst e-commerce platforms.

Chinese language home manufacturers contribute a good portion of magnificence product gross sales in Douyin, as Feigua Analytics estimates that Chinese language home magnificence manufacturers contribute round over half of the highest 20 manufacturers’ gross merchandise worth (GMV). On this article, we’ll analyze what C-beauty manufacturers are doing on Douyin to remain forward of the competitors, and what worldwide manufacturers can study from them.

1. HBN – Create an expert picture and deepen customers’ consciousness of the model with substances

HBN, based in 2019, is the most recent efficacious skincare model. Because the “Morning C and Night A” skincare idea grew to become widespread, HBN efficiently penetrated the buyer market and created a deep model impression with its retinol ingredient.

HBN has been on Douyin for one yr, specializing in ingredient skincare. Previously six months, the model’s gross sales have reached 219 million RMB ($32 million US), and the month-to-month gross sales in Douyin have mainly remained at 35 million RMB ($5 million US) to date this yr.

Based on the statistics, the gross sales of HBN’s model self-livestreaming prior to now six months had been 72.285 million RMB ($10.5 million US), accounting for 32.93% of complete gross sales. In the meantime, gross sales of influencer livestreaming had been 146 million RMB ($21 million US), accounting for 66.69% of complete gross sales.

Previously six months, HBN has cooperated with 1,099 Influencers in livestreaming, with a complete of 18,000 periods. Gross sales primarily primarily based on livestreaming accounted for 99.75%.

In its livestreaming technique, HBN selected to cooperate with numerous influencers on Douyin via brief video content material. They illustrated the efficacy of retinol to extend customers’ understanding of the ingredient to be able to enhance model consciousness. The high-quality content material and big video publicity additionally precipitated some potential customers who’re conscious of the model, and led to gross sales for HBN’s follow-up livestreaming, finishing the full-link closed loop of Douyin’s advertising.

From the attitude of the proportion of customers, the followers of HBN’s livestreaming room are primarily females aged 18-40, accounting for 94% of the full inhabitants. The site visitors of the HBN livestreaming room is principally composed of paid site visitors and natural site visitors. The paid site visitors accounts for 75% of the gross sales and the natural site visitors accounts for about 25% of the gross sales.

As well as, HBN’s topical problem co-created with customers on Douyin has reached 1.24 billion views and gained enormous publicity. Previously 90 days, there have been greater than 5,000 brief movies mentioning HBN, and the full interplay quantity has exceeded 5 million.

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