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

As the dynamic zero-COVID coverage regularly grew to become the norm, China’s magnificence market is regularly bouncing again. According to China Customs’ newest information, the general import of cosmetics and magnificence merchandise began to extend in July 2022 to 11.97 billion RMB ($1.7 billion US), up 5.18% year-over-year (YoY). Despite vital retail gross sales shrink in March and April this 12 months, main international powerhouse L’Oréal managed to attain double-digit progress of income in June, due to vital progress of latest channel gross sales. In July the corporate ranked fourth for prime model gross sales on Douyin, the Chinese model of TikTok, which has attracted 600 million lively customers.The revival of magnificence retail gross sales considerably outpaced gross sales in different industries. According to Euromonitor forecasts, the penetration fee of e-commerce gross sales channels within the magnificence trade is anticipated to extend to 40% in 2022, and proceed to increase. Douyin had change into an interesting channel for magnificence manufacturers. According to information 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 fee amongst e-commerce platforms.Chinese home manufacturers contribute a good portion of magnificence product gross sales in Douyin, as Feigua Analytics estimates that Chinese home magnificence manufacturers contribute round over half of the highest 20 manufacturers’ gross merchandise worth (GMV). In this text, we are going to analyze what C-beauty manufacturers are doing on Douyin to remain forward of the competitors, and what worldwide manufacturers can be taught from them.1. HBN – Create knowledgeable picture and deepen shoppers’ consciousness of the model with ingredientsHBN, based in 2019, is the latest efficacious skincare model. As the “Morning C and Evening A” skincare idea grew to become common, HBN efficiently penetrated the buyer market and created a deep model impression with its retinol ingredient.HBN has been on Douyin for one 12 months, specializing in ingredient skincare. In the previous 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 principally remained at 35 million RMB ($5 million US) to this point this 12 months.According to the statistics, the gross sales of HBN’s model self-livestreaming up to now six months had been 72.285 million RMB ($10.5 million US), accounting for 32.93% of whole gross sales. Meanwhile, gross sales of influencer livestreaming had been 146 million RMB ($21 million US), accounting for 66.69% of whole gross sales.In the previous six months, HBN has cooperated with 1,099 Influencers in livestreaming, with a complete of 18,000 classes. Sales primarily based mostly 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 shoppers’ understanding of the ingredient with a view to enhance model consciousness. The high-quality content material and large video publicity additionally precipitated some potential shoppers 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 and marketing.From the angle of the proportion of shoppers, the followers of HBN’s livestreaming room are primarily females aged 18-40, accounting for 94% of the whole inhabitants. The visitors of the HBN livestreaming room is especially composed of paid visitors and natural visitors. The paid visitors accounts for 75% of the gross sales and the natural visitors accounts for about 25% of the gross sales.In addition, HBN’s topical problem co-created with customers on Douyin has reached 1.24 billion views and gained enormous publicity. In the previous 90 days, there have been greater than 5,000 brief movies mentioning HBN, and the whole interplay quantity has exceeded 5 million.

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