Trend radar ｜ industry popularity – “new beauty gardening highlights”
The following is the Trend radar ｜ industry popularity – “new beauty gardening highlights” recommended by recordtrend.com. And this article belongs to the classification: Industry information.
At the beginning of June, Juliang Arithmetic & arithmetic E-Commerce Research Institute launched a new research IP [trend radar]. As the first article of “industry trends” of trend radar research IP, the beauty planting highlights in this article present the recent market changes in the beauty industry from the perspective of new hot spots, new ingredients, new categories, etc., to help practitioners in the beauty industry timely insight into the industry direction, follow the industry hot spots, develop new products, and create explosive products!
At the same time, this report introduces a new grass planting tool, the industry hot spot detection model “kindling”, launched by the Institute of computing e-commerce, to help businesses achieve scientific and efficient hot spots! At the end of the article, you can scan the QR code to join the VIP internal test group of the business.
1、 618 node marketing has a significant pulling effect on the size of the beauty market
618 as a heavy shopping festival that “missed waiting for half a year”, coupled with the collective release of the public’s long suppressed desire to shop, shopping and hoarding are undoubtedly becoming an important social talk for people today.
Obviously, beauty and skin care products are almost a must in all young women’s shopping carts. After all, beauty is just what girls need and their pursuit is endless. At the same time, in recent years, the use of male care products is also becoming a new trend for young men, and the “beauty economy” seems to be rising rapidly.
In general, beauty products have always been an important part of online e-commerce sales, and the online sales of shopping festivals also have a decisive impact on the entire beauty market. According to the data of the National Bureau of statistics, the cumulative retail sales of cosmetics in China reached 402.6 billion yuan in 2021, an increase of 18.4% year-on-year. Among them, June, where 618 is located, and November, where double 11 is located, are the two months with the highest retail sales in the whole year, accounting for 23.6% in total. The two major e-commerce festivals detonated the consumption vitality of beauty products in the whole year.
It has to be said that with the enrichment of material life, young people have more diversified and personalized choices of beauty products, which has also led to the continuous emergence of a large number of emerging beauty consumption trends in recent years. Short video content platforms such as Tiktok just give young people a more intuitive display field of beauty interest content, which also leads to more and more emerging beauty consumption trends, focusing on the outbreak of short video platforms, and short video interest e-commerce has become an important interaction bridge between young people and brand businesses.
2、 When consumers have finished beauty gardening and weeding in the content of interest
In the past, people often recognized product details through graphic pages, but because product details pages are prone to over beautification and over decoration, consumers’ trust in product display will be greatly reduced. Many people impulsively place orders after seeing model pictures and displaying pictures, but after receiving the goods, they may find that there is a big difference between “Buyer show” and “seller show”, especially for visual aesthetic products such as clothing and beauty makeup.
Similarly, in the past, the separation of e-commerce platforms and content platforms made users’ consumption experience inconsistent. For example, many girls have the need to learn beauty skills, and they will also pay attention to many beauty bloggers / KOLs on major platforms. However, the content of beauty skills is often inconsistent with the ordering of beauty products. Users cannot place orders seamlessly after seeing the products used in a beauty tutorial, which also leads to rough user experience.
However, in recent years, the emergence of short video and live e-commerce platforms has better solved these user problems. The interaction between video display and real-time live broadcast can make the “face effect” of beauty products more intuitive and more demonstrative, and can also build a sense of trust between consumers and products. In addition, live video content can also deeply bind beauty content with beauty products, providing consumers with a one-stop shopping scene.
Short video case of excellent beauty making and grass planting
Image source: Tiktok platform
It is not difficult to find that young people can more efficiently find personalized interest content, interest authors and interest products on the short video platform. Planting grass, weeding and mutual recommendation in interest e-commerce have become an important way of entertainment and social networking for the new generation, and interest e-commerce has also become an important opportunity for the future development of beauty brands. Input “beauty planting grass” into the arithmetic index hot word related word query on the massive arithmetic official website. It can be found that short video content such as beauty sharing, favorite things, beauty recommendation and affordable makeup is consumer demand-oriented. Starting from the blogger’s actual use experience, it is easy to win the trust of consumers, and the popularity of planting grass is very high.
In June 2022, the popularity trend of the content related words of “beauty planting grass”
Data source: massive arithmetic – arithmetic index hot word correlation diagram, June 2022
Businesses can also use arithmetic index products in the massive arithmetic official website to mine the hot words related to beauty products, analyze the word cloud network associated with hot words, and do a good job in the selling point marketing of beauty products from the hot spots of beauty products, the pain points of demand and the buying points of purchase that consumers care about through word cloud screening.
Summer trend of beauty industry in June 2022 category related word heat trend
Data source: massive arithmetic – arithmetic index hot word correlation diagram, June 2022
On the Tiktok platform, # beauty topics have been broadcast 109.72 billion times, attracting the deep participation of domestic and foreign brands and beauty experts. Tiktok has also become a “wind maker” of the beauty industry trend.
For example, among the hot beauty topics of Tiktok, # aunt level skin care pyramid topic was founded in November 2021. Driven by Luo Wangyu, the talent, the number of broadcasts has exceeded 100million by April 2022; For another example, in the first half of 2021, 35; immersive makeup topics were novel in Tiktok, attracting many beauty professionals such as caiwenyu, Xiaolai love to play tricks, slightly spicy a-bend and so on, with a cumulative number of topics broadcast more than 8.95 billion times;
In addition, there are popular topics such as # morning C night a, # nourishing skin with oil, # simplifying skin care and so on, which are jointly promoted by beauty talents, travox, ticoli and other beauty brands. Finally, they all reached hundreds of millions of times. Among them, the number of videos related to # simplifying skin care topics increased by 63 times year-on-year.
It can be found that due to the gathering of a large number of young people, the trend of beauty and grass planting content on Tiktok e-commerce platform is also more compatible with emerging lifestyles, which makes a large number of cutting-edge beauty brands quickly gain more attention in Tiktok e-commerce, such as xiwuji, which focuses on “sparse selection of Tricholoma matsutake ingredients”, hBN, which focuses on “dual true a alcohol” technological innovation, and Dr. Ling, who focuses on “four generations of frozen hyaluronic acid”.
3、 Grass planting tools help you pursue beauty hotspots scientifically
In June, the arithmetic E-Commerce Research Institute launched an industry hotspot detection model [kindling], which can help content creators in the beauty industry screen Tiktok platform hotspots as an index tool. Through this tool, you can select the hottest and most relevant hot topics in the beauty industry every day. Choose high correlation and high heat hotspots to follow up, help “rub” to Tiktok high-quality traffic, and help you become a hot spot in science!
Take the hot spots in May and June 2022 as an example, businesses can explore adaptation hot spots from different directions. Hot spots with seasonal keywords – “summer” reflect the current trend. Hot spots with category keywords – “eyebrow makeup” are strongly related to category businesses. Hot spots with festival keywords – “June 1st” are related to festivals. Businesses can follow hot spots according to the recommended direction.
4、 What beauty brands do young people prefer
When standardized products become the basis of daily consumption, diversification and personalization will obviously be the next goal of consumers. More and more young people are willing to show their aesthetic and personality through brands, and beauty products naturally have the attribute of social currency, which has become a means for young users to show themselves.
Popular models solve the problem of 60-80 points, while personalized models and fashionable models solve the problem of 80-100 points. Traditional beauty enterprises usually focus more on the “greatest common divisor” of consumer demand and the “scale effect” of production and supply. Instead, it is cutting-edge beauty brands that complement the business link of personalized needs, which also makes young people have great enthusiasm for cutting-edge beauty brands.
According to the survey data of the 2022 white paper on Tiktok e-commerce cutting-edge beauty brands (hereinafter referred to as the report), more than 30% of Tiktok’s beauty interested users prefer cutting-edge brands. At the same time, young users have higher acceptance of cutting-edge brands. Young users aged 18-25 have the highest acceptance of domestic cutting-edge brands, much higher than foreign cutting-edge brands.
The stratification of young consumers’ interests and the awakening of self-awareness have led to an obvious trend of personalized development of beauty products. For example, the rapid rise of the ingredient party in recent years means that users begin to pursue more targeted and customized skin care products, and choose beauty products containing corresponding functional ingredients according to their own skin conditions.
According to the survey data of the report, 72.5% of tiktok beauty users pay more attention to ingredients and raw materials, and 59.1% of tiktok beauty users pay more and more attention to personalized needs. In addition, other ingredients have been added to the basic functions of each beauty category, gradually enriching the product functions, such as moisturizing function has penetrated into Lip Glaze, isolation and other categories.
At the same time, the niche beauty category, which was usually ignored by businesses in the past, is also growing rapidly due to the rise of personalized consumption, that is, vertical beauty products are bursting with a large number of market opportunities. According to the analysis of the report, the content-based layout of mainstream beauty categories has matured, and the popular subdivision opportunity category is the bright development direction of new beauty brands in 2021, which also represents the future category layout trend of new beauty brands.
5、 What are smart beauty brands doing? In the past, traditional brand marketing was more top-down publicity and promotion. Brand businesses set advertising content and strategies, and then “push” products to consumers step by step. Consumers can only passively accept products or brand content, and then make choices.
But now, smart beauty brands know how to interact more with young users, so that users no longer passively accept brand information, but have enough sense of interaction and participation. In this brand’s game forming interaction, users will actively “pull” products in front of themselves and share them with others.
User interaction and recognition is becoming the key for beauty brands to stand out from the race track, and it is also the biggest common ground of cutting-edge beauty brands with excellent performance in the past year. In the 2022 white paper on Tiktok e-commerce cutting-edge beauty brands, there is a detailed analysis and methodological summary. In general, there are three ways to break through the race track:
The first is to achieve differentiation through customization. Brand merchants can carry out customized innovation based on consumer needs to create products that can effectively solve skin problems. In addition, brand merchants can also create unique memory points of the brand by deeply mining and guiding users to buy with customized content and live broadcast room.
The second is to highlight health and personalized labels. With the improvement of the consumption maturity of the beauty industry, the demand for health and personalization will continue to release. From the perspective of specific purchase scenarios, traditional hot words such as pop recommendation and packaging beauty value are gradually cooling down, and health and personalization have become new hot words.
The third is to achieve the unity of quality and efficiency through gift boxes. For consumers, the packaging design of gift boxes can create a sense of atmosphere and ceremony, and bring emotional satisfaction. For brand merchants, on the one hand, gift boxes can meet the nodal and gift giving attributes of beauty products and meet the differentiated needs of users; On the other hand, it can also combine star single products, and use popular models to drive the sales growth of related products; In addition, the co branded gift box can also expand the brand power in multiple dimensions, realize the rapid breaking of the crowd and improve the brand penetration.
Now the 618 activity has just ended, which is also an important time of the year for people to shop for beauty products. Beauty products are not only the toner of life, but also a way for people to express themselves and show themselves. As a large number of cutting-edge beauty brands continue to grow and develop in the interest e-commerce ecosystem, China’s beauty industry will also usher in a new cycle of letting a hundred flowers bloom, and people’s understanding of beauty will become more and more diverse and rich.
The industry hot spot detection model [kindling] is now officially open for internal testing for all brands and businesses in the beauty, clothing, mother and baby, daily chemical industry on Tiktok. We provide platform hot spot recommendation rights for all internal testing brands. Interested businesses please contact the backstage of “Juliang Suan” official account to explore the value of hot spots together with Juliang Suan. Read more: breaking news reports in the “micro media” environment app Annie: global mobile application index ranking in June 2020 tiantuo Consulting: market analysis in China’s early education training field in 2013 Shanghai Data Trading Center released the “data circulation ban list” to protect data circulation security neomarketing: the most popular animation in 2021 was voted TOP10 CIRP: how much does it cost for iPhone to retain 400000 customers for T-Mobile, Can we achieve “member freedom” on all platforms? App Annie: in October, 2021, China’s top 30 mobile game manufacturers and mobile applications went to sea. Shence data announced that $44million of round C financing was led by Warburg Pincus investment. Round AB investors all followed the smart TV survey: the top three in video, games and educational applications. 2017 tourism geek development competition began to sign up. Come to Suzhou in early September! Defenpol china2022 the 6th Guangzhou International Defense Technology Innovation and military and police foreign trade exhibition Qimai Research Institute: top mobile game rankings in August 2021 23 absurd airbnb interview questions adevaluation: China TV advertising effect evaluation rankings in November 2013
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