market consumption trend change? In the past few years, the absolute darlings of the beauty market were still SK-II, , Estee Lauder, , etc., but in the past two years, domestic products have become increasingly popular.
Recently, Vipshop conducted a comprehensive analysis and ranking based on beauty sales data, professional buyer recommendations, real user reviews, Internet hot spots and other dimensions, and launched the "2022 Beauty Hot Search List". A prominent core in the list is that trendy domestic products have ushered in a "market year."
Take Vipshop’s “New Brand Plan”, which focuses on trendy domestic products, as an example. This project has been well received by users since its launch more than a year ago. Domestic brands such as Ximuyuan, Zhuben, Guyu, and Zhense that participated in the plan have all achieved sales of doubled compared to the same period last year as . These strong domestic sales have created a bigger "gap" in the beauty market, which is mostly surrounded by big foreign brands.
Of course the evidence goes far beyond the list. In the previous Double 11, domestic beauty products achieved many good results, and dark horses kept appearing. For example, Hua Xizi, Proya , Winona , Nature Hall , etc., these brands successfully ranked among the top 20 sales in the first wave of Tmall Double 11. On Jingdong , there are 253 domestic beauty brands sales volume increased by more than 100% year-on-year.
Domestic products also performed well at the Vipshop. Pechoin increased by 52% year-on-year one hour after the sale. Winona's overall increased by more than 30% during the Double 11 event, and the proportion of orders from young users was getting higher and higher.
Although they have not yet gained an overwhelming advantage, whether it is on Tmall or JD.com Vipshop, they have already formed a "rival" trend with foreign big brands, revealing the great enthusiasm of young people for domestic beauty products.
For domestic products, it is not easy to get to this point. It has no first-mover advantage, insufficient accumulation, and has been suppressed by foreign brands in the market for a long time. It makes people wonder what made them start this turnaround?
The first step must be to build product strength. Many big foreign brands were founded as early as the last century, and most of our domestic products were "late arrival" in the new century. The product accumulation gap in the middle needs to be caught up by the domestic products that are newer.
In fact, domestic manufacturers are accelerating this step. In recent years, they have come up with flagship products, many of which are as good as foreign brands in terms of performance. At the same time, the pace of upgrades is still accelerating. For example, Proya, which delivered high-powered answers during Double 11, this year upgraded its core products such as Night Light Eye Cream 2.0 and Ruby Face Cream 2.0.
In addition, the rise of the national trend and the changing consumption concepts of young people are also boosting the popularity of domestic beauty products. In recent years, young people's cultural and national self-confidence have become increasingly high. They have gradually shed their superstitions about foreign countries and paid more attention to the products themselves. Their consumption has become rational. Therefore, domestic beauty products with national fashion attributes and higher cost performance are more likely to be popular.
These various factors are currently pushing domestic beauty products to go higher and further. This is a good thing for us. On the one hand, it represents the development of China's industry. On the other hand, it enriches consumer choices. At the same time, it also witnesses the pragmatism and maturity of Chinese consumers!
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