Recently, the Kuaishou 618 Shopping Festival came to a successful conclusion, and the beauty industry, as a popular category track for e-commerce promotion, performed brilliantly. Kuaishou e-commerce battle report data shows that during the current Kuaishou 618 Shopping Festival (June 1-June 18), the GMV of international brands in the Kuaishou e-commerce beauty industry has increased by more than 100% year-on-year, and the number of anchors with GMV exceeding 10 million has increased by more than 10% year-on-year. 30%, and the number of single products exceeding 10 million increased by 300% year-on-year.
In addition, the GMV of Weather Dan’s single product exceeded 100 million, and the number of brands exceeding 10 million increased by 65% year-on-year. The GMV of nearly 60 third-level categories increased by more than 100% year-on-year. The GMV of men’s makeup increased by nearly 50 times year-on-year, and the GMV of seasonal sunscreen products increased 400%, the beauty industry has achieved all-round growth in this 618.
It is understood that as the Kuaishou e-commerce market continues to grow, the trust relationship between consumers, anchors and platforms continues to strengthen, and the prosperous live broadcast e-commerce ecosystem also releases a broader marketing space for beauty merchants and anchors. Buyers and sellers The growth is rapid, the number of distributors is increasing steadily, the product categories tend to be diversified, and the repurchase rate of consumers and the unit price of each customer are also steadily increasing.
Among them, Hou, L’Oreal, and Sulwhasoo, relying on their high-quality, high-profile beauty brands, and the advantages of professionally segmented functional products, occupy the top three in the TOP list of international brands in the 618 beauty industry; they focus on combining domestic consumer demand and Features, committed to launching beauty products that are more suitable for the skin quality of Chinese people, Han Shu, Ou Shiman, and Gu Yu have become the top three domestic brands in the list; rooted in the beauty industry belt, brands such as Meisan, Caiyu, and OANA that focus on good products from the source With the advantages of cost-effective products, it has been recognized by many consumers and has become the TOP brand in the industrial belt and new potential brand list.
At the same time, on the anchor brand side, many excellent anchor brands also performed well in this 618, such as 77 Yingjie (Call of Spring), Zhenjie (Dora Duoshan), Mr. Chen (Baifuyuan) and so on. These excellent anchor brands, relying on the influence and user trust that the anchors have accumulated in Kuaishou for many years, as well as the long-term brand value of their own brands in the Kuaishou ecology, brought consumers a new experience in this 618 promotion. A good product with high cost performance has come, and at the same time, it has been recognized by more users.
In fact, as more and more post-95s and post-00s become the main consumers in the market, driven by the concept of “Generation Z” consumers, both women and men, the consumption demand for beauty products is constantly increasing.
In addition, in order to improve the ability of brand merchants to undertake large-scale promotional traffic, help brands accumulate user assets, and reduce the difficulty of attracting new brands and the cost of customer acquisition, Kuaishou e-commerce has previously launched membership marketing tools to help brand merchants improve their private domain operation capabilities. The public domain traffic is efficiently deposited into the brand’s private domain traffic, guiding the brand to fully explore the conversion and repurchase potential of Kuaishou users.
It is worth mentioning that at the Kuaishou E-commerce Gravity Conference in May this year, the person in charge of the beauty and personal care industry operation center of Kuaishou e-commerce announced that Kuaishou will create 100+ beauty brands with an annual scale of over 100 million yuan, and continue to implement new supply , new distribution, new users, new scenarios, new marketing, new experience, and new infrastructure seven “new” strategies, and strive to become the largest e-commerce platform in the beauty industry in 2023. Taking this big promotion as a starting point, Kuaishou e-commerce will further open up a broad marketing space and provide more comprehensive assistance for the long-term development of the beauty industry.