Quarterly insight report on Q3 daily chemical industry in 2021 From Massive arithmetic

The following is the Quarterly insight report on Q3 daily chemical industry in 2021 From Massive arithmetic recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.

The daily chemical industry has always been the Shura field for the product strength of major FMCG brands: high frequency, low price and homogeneity… These easily associated keywords map a red sea. But behind the Red Sea is the vitality brought by category refinement, quality upgrading and brand personalization. Thriving, tiktok is actively integrating its platform, master and user, creating a thriving industry ecosystem with authentic scenes and credible content. Hair care, body care, oral care and many other products are growing up.

In order to have a more accurate and comprehensive insight into and interpret the change trend of the industry, the massive observation room launched by massive arithmetic regularly publishes quarterly insight reports of various industries. This release of 2021q3 quarterly insight report on daily chemical industry will, starting from the overall market of the industry and the consumption trend of various categories of content, gain insight into growth opportunities, restore the overall ecological picture, and provide reference for practitioners in daily chemical industry.

01. Content consumption profile of daily chemical industry

Home cleaning and personal care go hand in hand, and Gmv in daily chemical industry continues to grow rapidly

In 2021 1-9, the GMV of the tiktok electronics industry was nearly doubled. The GMV level was constantly advancing to a new stage under the promotion of the electricity Festival. At the same time, the growth momentum of personal care and household cleaning has basically kept pace. As of Q3, their annual growth contribution rates were 58% and 42% respectively.

Demand side video content tiktok, supply side jitter quickly, the overall supply and demand is abundant.

Demand side, tiktok and watermelon video two content platform daily chemical industry video playback volume growth, the latter quarter quarter growth rate is close to 40%. Today’s reading volume of headlines stabilized during the year, but it still increased by 7% compared with Q2.

Supply tiktok, which is stimulated by the strong demand of the content market, has a remarkable growth momentum in content creation, especially the jitter side, which provides sufficient ammunition for the tiktok content ecology and the follow-up business activities. Today’s headlines maintained steady growth with the demand side.

Taking advantage of the great promotion of 818 nodes, the content search heat of the daily chemical industry will detonate rapidly in the short term

The active search volume of daily chemical content did not increase significantly in the early stage of 818 node warm-up, but began to erupt intensively a week ago, with an average daily increase of 90% during the activity period, reflecting the phenomenon of “joint consumption” to a certain extent.

After the 818 node, the content search popularity of the daily chemical industry has dropped, but the average daily search volume before the Q3 deadline (8.19-9.30) is still about 30% higher than that before the event (7.14-7.31), which is expected to gradually climb to a new level.

UGC drives the topic heat of daily chemical industry and forms flow superposition in combination with tooth loving day activities

Entering Q3, the broadcasting volume of hot topics related to the daily chemical industry increased by 78% month on month, bringing more traffic attention to the industry. In addition, most of the hot topic keywords are category words, which reflects the overall popularity of UGC in the industry.

It is worth mentioning that after the high heat UGC related topics driven the content of oral care in August, the national tooth love day was ushered in September, extending this upsurge to the end of the season.

The proportion of international brand content has increased, and popular people-friendly brands are still the mainstream

All along, the jitter is the excellent soil of local tiktok brand. In the context of the continuous growth of the total amount of brand content, international brands also began to develop in Q2. As of Q3, the content of international brands increased by 108% compared with January. Although the proportion of medium and high-end brand content continues to increase, mass brands still dominate, reflecting the advantages of people-friendly brands.

The content returns to reality and highlights the core value of the product with differentiated scenes

Homogenization exists in a large number of daily chemical products, and the price bands of similar products are relatively close, so the competition is very fierce. Therefore, the brand naturally hopes to package its selling points with the content advantages of interested e-commerce.

It can be observed that the highly praised daily chemical content of Q3 is mostly created based on real scenes, especially the display of efficacy, quality and product innovation points, which directly points to the differentiation advantages of products.

02. Trend of daily chemical subdivisions

The proportion of hair care increased sharply, the cleaning heat of clothes decreased, and the other categories increased steadily

The broadcasting volume of hair care category related content increased rapidly in Q3, and the broadcasting volume in September reached 5 times that in July +. In addition to the body care that has caught up with the broadcast of clothing cleaning content, other categories have maintained a relatively stable growth.

Key words of four categories should be paid attention to: women, season, family and hair

From a macro perspective, the broadcasting volume of more daily chemical categories for women ushered in rapid growth in Q3, with obvious opportunities. There is a strong demand for the contents of household cleaning categories and paper wipes.

Autumn is getting deeper and deeper into winter, and the physical care opportunities brought by the change of seasons send hand, foot and moisturizing products to the star plate. Shampoo and hair care occupy the first echelon with relatively leading total content playback and quarter on quarter growth.

Hair care: the oil control of washing and care is widely valued, and the growth rate of new styling products is remarkable

Compared with other sub categories, the relationship between hair care products is closer. Around the two core categories of shampoo and anti falling / hair growth, hair conditioner, hair film and other products also maintain a relatively high playing volume. The keywords of popular scenes directly reflect the importance of “anti falling and oil control first” in the user pain point of anti falling / hair growth.

In terms of month on month growth rate, pengpeng powder, which has become popular in recent years, has sprung up in hair styling products, second only to hair wax with relatively stable user groups.

Laundry cleaning: laundry detergent is a unique product, and the category is refined. At the same time, users also need time-saving and labor-saving “artifact”

The Sullivan report predicts that laundry detergent is expected to become the most important clothing cleaning and care product in China in 2021, and consumer related spending is also rising. Although the content growth of sub categories such as clothing disinfection and clothing care agents is excellent, the content related to laundry detergent is still in the lead.

The applicable objects and effects of laundry liquid are continuously refined, and the target customers are accurately positioned with the effects of removing mites, bacteriostasis and differentiated selling points such as fragrance retention and hands-free; In the jitter, many brands have also seized the needs of the tiktok cleaning solutions that users need to save time and effort, and have rapidly expanded the results by recommending “artifact” into the content scene.

Physical care: seasonal change, physical care needs “hands and feet”

In the previous article, we have mentioned the opportunities brought by seasonal changes to the physical care category. Specifically, the user’s attention of foot cream has increased rapidly, followed by hand cream, but the demand of the latter is more stable.

It can not be ignored that shower gel, soap and body milk continue to maintain the head position, and the hot scene content is mainly the product efficacy represented by mite removal, which is still the main position in the competition of daily chemical brand products.

Family cleaning: the three traditional categories of detergent, paper extraction and wet wipes are stable, and the opportunity of kitchen paper is obvious

The performance of traditional household cleaning categories such as detergent, paper pumping and wet wipes is stable. While maintaining the characteristics of “high frequency and low price”, paper towels and paper products begin to evolve to quality upgrading and category upgrading in recent years. The rapid growth of kitchen paper in Q3 allows businesses to see new growth opportunities. As essential consumer goods, cost-effective keywords are also popular with users. Among them, good thing recommendation has become a key scenario for users to perceive product value.

Oral care: the performance of toothpaste and mouthwash is stable, and dental floss has become a dark horse

Boosted by the # challenge of UGC such as toothpaste treasure hunt and related topics of national tooth love day, the category of oral care has gained more exposure, and dental floss has become a “dark horse” of the category. The mouthwash related to fresh breath effect is stable, while the whitening effect closely related to personal image is not only the main keyword of many contents, but also directly promotes the dental paste to become the subdivision category with the fastest growth rate of content broadcasting.

Women’s care: comfort comes first. Cushion, private care and comfort pants have become the troika of opportunity products

The stable rigid demand status of sanitary napkins makes the brand unable to relax, but it also needs to be overweight in categories that can bring comfort and outstanding content growth for women, such as pads, private care and reassuring pants.

Or affected by the end of summer, the playback volume of depilatory cream decreased, but the relevant content still maintained a high absolute playback volume.

Adult care: the growth rate of diapers and pants pulling is excellent, and the category pays attention to cost performance

The situation of low penetration and low per capita consumption of adult care category is gradually improving, and gradually moving towards a high growth track. On the tiktok, the younger generation’s concern for the relatively elderly group and the spontaneous attention of some groups to adult incontinence supplies have kept the relevant content sustained. In particular, diapers and pull pants achieved 265% and 102% quarter on quarter growth respectively.

As a more practical product, adult care products are more valuable in good things recommendation, product evaluation and other cost-effective scenarios.

Efficacy first, scientific and credible evaluation and interpretation help multiple brands break the circle quickly

The fierce competition in the daily chemical market needs excellent product strength as support. While the content theme returns to reality, the evaluation content with detailed data support, scientific principle interpretation and personal practice automatically becomes the focus of users. Some brands that have entered the vision of Chinese consumers for a short time have attracted many fans by virtue of the evaluation content, and many relatively well-known brands have also demonstrated the product power of new products and achieved rapid circle breaking.

03. Insight into daily chemical user groups

Female groups account for the absolute dominance of users of jitter tiktok, and the balance between headlines and watermelon is balanced.

The core audience of tiktok daily is obviously higher in female users, and at the same time, it shows a high proportion and high TGI characteristics, which highly match the typical daily population portrait.

The gender distribution tiktok of tiktok and today’s watermelon video is relatively balanced. Male TGI is higher than that of jitter, and female users TGI level is close to jitter, which is consistent with the marketing demand of specific daily chemicals.

Demand for tiktok is locked in multi platform youth, younger brands and products are the first to shake.

The 31-50-year-old groups of the three platforms deserve the attention of the brand side: on the one hand, most of the 31-50-year-old user groups have entered the life stage of “having children at home” and have richer usage scenarios of daily chemical products; On the other hand, this group has a stronger ability to pay. In addition, the 18-30 year old users are more concerned with the daily chemical industry than other tiktok platforms, and can serve as the core communication channel for the younger product line.

City tiktok and watermelon can be more concerned about the second tier cities with stronger purchasing power.

In terms of tiktok, the total number of core users of different city grades is balanced with TGI performance, and TGI variance is significantly smaller than the other two platforms, which can meet the “universal” characteristics of many daily chemicals.

In terms of headlines and watermelon, high-line cities with stronger purchasing power have obvious advantages in TGI, and third line cities are the “watershed” from high to low TGI; At the same time, the proportion of users in watermelon third and fourth tier cities is higher, and the marketing advantages appear.

The proportion of core users in economically developed areas is higher, and TGI in provinces with large population in central and Western China can not be ignored

The proportion of daily chemical core users in Beijing, Shanghai, Jiangsu and Zhejiang is relatively high, which is closely related to their stronger purchasing power and quality-oriented lifestyle. It is worth noting that the two densely populated provinces of Henan and Sichuan show obvious characteristics of high proportion of core users and high TGI, and Shanxi and Chongqing also have similar performance.

Lovers also love themselves, and users’ interest content radiates from themselves to the family

Tiktok daily users occupy a relatively high interest in entertainment, delicacy, personal management, art and life, but at the same time, they maintain high TGI interest in life, natural science, beauty and parent-child education, which are closely related to family life, and basically show the interest point of individual centered, and the characteristics of family members, especially children.

The preference difference between the sexes of daily chemical categories in the head is small, which tends to be the same as a whole, but different in detail

From the perspective of head category, there is little difference in category preference between men and women, but there are specific differences: for example, in terms of hair care, men pay more attention to anti falling off / hair growth; Women show fine characteristics and are more interested in hair mask and conditioner.

In addition to women’s care products, women also have a high preference for skin friendly products (such as body milk and hand cream) and clothing cleaning categories (laundry detergent and laundry gel beads).

The more mature, the more clear; Hair and mouth are concerned by all ages

The ranking of Jiaqing category gradually occupies more seats with the growth of users’ age, and the ranking rises step by step, which is inseparable from the family structure, consumption concept and daily needs of relatively older groups.

The first category of care is hair care and oral care. Users of all ages pay attention to hair maintenance, “the best time to protect hair is ten years ago, followed by now”.

The distribution of head categories is consistent, and the category demand structure of higher line cities is similar

In addition to the three categories of head shampoo, anti stripping / hair growth and toothpaste, the focus on women’s care products has become the difference point of the core population in the first tier cities; The composition of the category preference list of the new first tier and second tier cities is basically the same, while the third tier cities have a higher preference for household cleaning products. On the whole, the demand structure of daily chemical categories in the first to third tier cities is highly similar.

04. Daily chemical creator ecology

Talent brands are both powerful, and the content ecology is thriving

In the context of the rapid growth of content supply and demand in the daily chemical industry, more and more creators begin to take daily chemical as the main content of video and grow into experts in the daily chemical field.

Due to the natural connection between daily chemical products and human body and family, the emotional interaction between brand and users is of great significance. Jitter, a high-quality content ecosystem, helps brand members achieve better personalization and reputation building. Tiktok is also an important reason for brand acceleration.

The activity of talent matrix continues to rise, and the enterprise live broadcast is ready to go

As of Q3, the number of talent live broadcasts has increased by nearly 90% compared with that at the beginning of the year, and the ratio of talent live broadcasts to the number of anchors has continued to rise, reflecting the high activity of the talent matrix in the daily chemical industry while initially showing scale.

Over the same period, the increase in the number of enterprise numbers has not significantly increased the number of live broadcasts. It can be seen that many enterprises are still in the preparation period or water test period and are ready to go.

“Snowball growth” ushers in the best practice, and the talent matrix will feed back the brand and accelerate the transformation

From the perspective of user journey, the key indicators of talent live broadcasting at the recognition level and precipitation level increased by 268% and 252% respectively compared with the same period last year, and the snowball Growth Logic of interest e-commerce was confirmed again.

As the talent matrix plays a key role in expanding flow supply and business increment in the “four business positions of fact”, as the first force position, it will effectively feed and drive the enterprise number dominated by the brand to accelerate the admission, complete the transformation and deeply expand the consumer population.

brand × Talent case: the short play is deeply implanted and directly hits the public’s empathy point

The cooperation between the brand and talent can not only highlight the product power through authentic and credible content, but also amplify the added value and emotional care of direct efficacy through talent deduction.

For products that need to quickly establish user awareness, implant cooperation based on product tonality can help products achieve short-term results quickly, and even help brands obtain additional attention and user favor.

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