Domestic beauty products are also involved! In recent years, the scale of online transactions in China's beauty industry has increased rapidly, and e-commerce platforms represented by Tmall, JD.com, and Vipshop have become the main distribution channels for beauty brands. As consumers' awareness of beauty and skin care continues to increase, cutting-edge domestic beauty products such as Hua Xizi, Colaqui, and Guyu, which pay attention to segmented needs and follow consumption hot spots, are gradually occupying the minds of young people with the help of their online advantages.
html On April 25, Vipshop released the "Beauty List - New Brand Beauty List". This selection focuses on the new domestic beauty products that have been popular on the platform in the past year. The results of the list are based on the product sales on the platform and Based on multi-dimensional data statistics such as growth rate, user feedback and buyer recommendations, it can be concluded that the players on the list are all domestic beauty brands that have become popular in recent years. Among them, Kelaqi, Hua Xizi and Juduo were ranked TOP3 in this "Beauty List", with Kelaqi at the top achieving a year-on-year sales increase of over 140%.
In the wave of rising domestic products, young brands continue to emerge. In November 2021, Vipshop officially launched the "New Brand Plan" to fully support outstanding new domestic products. So far, nearly 10,000 products have been selected, covering more than 60 brands including beauty, snacks, home appliances, underwear, and boutiques.
In Vipshop’s “New Brand Plan”, the beauty category has received particular attention. Beauty brands represented by Guyu, PMPM, Zhuben, and Ximuyuan have followed changes in consumer trends and achieved breakthrough developments in ingredients and efficacy. , and at the same time cost-effective, it is loved by young consumers.
Vipshop will provide traffic tilt for the above-mentioned emerging brands, allowing the brands to quickly reach target users and usher in new growth opportunities. From January to April 2022, the sales of Guyu, PMPM, Zhuben, and Ximuyuan all increased multiple times compared with the same period last year. At the same time, emerging brands also regard Vipshop as an important place for new product launches. Take Guyu, a functional plant-based skin care brand, as an example. It officially announced its spokesperson on the occasion of its anniversary on April 20, and also launched a customized anniversary celebrity gift box from Vipshop.
In order to better empower emerging brands, Vipshop has also launched the "Vipshop Small Powder Box" event, which goes online at 10 a.m. every Sunday to help brands continue to create hot-selling items. Take the data from the "New Domestic Product Awards-Beauty" compact compact event on April 10 as an example. On the day of the event, the sales of seven emerging beauty brands including Guyu, Runbaiyan, and PMPM experienced an explosion, with daily sales growth exceeding 200%, among which Guyu sales increased more than ten times compared with the same period last year.
(Vipshop launches "Vipshop Small Compact" at 10 a.m. every Sunday)
Vipshop data shows that since this year, the purchase volume of cutting-edge beauty brands by consumers born in the 90s and 95s has increased by 33% year-on-year respectively. %, 32%, which is 1.7 times the growth rate of the post-80s generation.
From the perspective of user distribution, first- and second-tier cities are still the main markets for emerging brands. Since this year, Beijing, Chongqing, Chengdu, Guangzhou, Shenzhen, and Shanghai have been the top six cities for the sales of emerging beauty brands. Interestingly, although its sales volume contribution only ranks 11th in the city rankings, Urumqi’s year-on-year sales growth ranks first in the country, far exceeding Beijing, Shanghai, Guangzhou and Shenzhen at 109%.
Reese Consulting's "2022 Beauty Category Innovation Research Report" pointed out that Generation Z has undoubtedly become the main consumer force in the beauty market. Generation Z is younger, more open, daring to try, willing to share, willing to embrace local brands, and independent. Consumers have shifted from purchasing general-purpose skin care products to pursuing products with segmented efficacy, and from purchasing products for general groups to pursuing specific products for segmented groups, such as beauty makeup for pregnant women, beauty makeup for men, and beauty makeup for sensitive skin.
seizes industry trends and joins hands with brands to launch new products. Nowadays, beauty is Vipshop’s second largest growth curve after clothing. Vipshop continues to expand cooperation with new brands and strives to create a gathering place for genuine beauty products. It also sets up a stage for emerging brands to show their strength. The person in charge of
Kelaqi brand said: "The 'New Brand Plan' in cooperation with Vipshop this time has achieved the same frequency resonance. We focus on penetrating the brand into more personalized and fashionable users. Cooperation with Vipshop not only It is helpful to acquire new users, support the implementation of brand strategy, and at the same time improve the user layout, deepen the market of larger user groups, and usher in a new chapter of consumption."
Xiaoxiang Morning News reporter Shen Xiaoyi
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