This original article originates from WeChat official account: DT Business Watch, ID: DTcaijing, text: Zhang Chenyang Data: Zhang Chenyang, editor: Tang Yeqin Design: Zheng Shuya, operation: Su Hongrui Supervised by: Tang Yeqin.In 2019, in the Taobao live streaming room, Li Jiaqi helped internet celebrity Zhang Dayi sell 10000 bottles of facial cleansers in just 10 minutes

This original article originates from WeChat official account: DT Business Watch, ID: DTcaijing, text: Zhang Chenyang Data: Zhang Chenyang, editor: Tang Yeqin Design: Zheng Shuya, operation: Su Hongrui Supervised by: Tang Yeqin.

In 2019, in the Taobao live streaming room, Li Jiaqi helped internet celebrity Zhang Dayi sell 10000 bottles of facial cleansers in just 10 minutes.

At that time, the main consumer position of beauty and skin care was Taobao Tmall, while Tiktok and Xiaohongshu were mainly used for planting grass and pulling grass and making consumption strategies.

Three years later, Tiaoyin beauty cosmetics are selling like a raging fire.

According to the Beauty Makeup: Tiktok's Sales Growth in May Will Not Decrease, and the Domestic Product Brands Continue to Differentiate issued by Capital Securities,In May this year, Tiktok Cosmetics GMV(Total transaction amount of goods)Exceeding Taobao Tmall for the first time.

From the perspective of trend, after 2023, Tiktok's beauty and skin care sales will increase significantly, while Taobao Tmall will begin to decline.

Beauty has always been a key industry on Taobao and Tmall.

If the above data is true, it will take only three years for Tiktok to enter the hinterland of Taobao Tmall from the establishment of e-commerce department in June 2020.

The stolen big card

In the statistical list of Capital Securities, in May 2023, there are 17 beauty brands with Tiktok GMV exceeding Taoxi GMV(Tiktok GMV is interval statistics, which may have errors).

SK-II .

5.

GMV611GMV.

5GMV61866GMV337128.

.

2020.

..

.

2020Dou 2000 2000.

According to the report of Huxiao APP, Tiktok internally divided brand businesses into 6(P1-P6).

P6 P5 .P5P6 P5P6 P5P6 IP "

.

.

.

202161811 TOP10.

Transforming the live broadcast room into a brand owned store

In fact,.

20182022.

.

..

2021.

2021.

(Tiktok e-commerce brand self broadcasting incentive policy in August 2021)

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.

Taking the domestic beauty brand Marumi as an example, during a conference call in Q1 2022, Marumi mentioned: "In Q1 2022, we will mainly focus on broadcasting(89%)60%40%3%.

.

.

2022.

.

.

.

2022202315%30.5%0.6%.

In contrast, the sales of 1000 views of brand self broadcasting increased by 17.6%, and the average unit price increased by 39.9%,.

Beauty, everyone's favorite cash cow

.

Dou 2000.

DT.

.

.(Big and small Yang Ge).

3C.

In fact,.

Firstly, from a category perspective, Magic Mirror market intelligence data shows that from January to August 2023, beauty and skincare were the second largest category in Taotian's sales revenue(Taotian First is women's clothing/women's boutique)8GMV.

According to the data of cicada mother, the beauty and skin care GMV will be the top 2 in Tiktok in 2022(The first is clothing and underwear, and the third is food and beverage)GMV.

But unlike clothing or food and beverage,.

DT202340%30%.

High transaction volume means that platforms with rising prices will have high commission rates, while high sales expense rates mean that platforms can receive a large number of advertising placements(such as information flow, exposure of search locations, open screen advertising, etc.).

.

Greater ambition: to create shelves

.

.

6APP.

(Store drainage entrance: personal homepage, live streaming room, short video components)

24.

An idealized consumption chain is:

When users use short videos on a daily basis, Tiktok pushes the live broadcast with goods to the mobile phones of the corresponding population through accurate big data push, and then users are stimulated by the content to purchase and place orders;

When users have a clear consumer demand, they will use Tiktok as an app like Taobao Tmall, go to the mall to search, screen, place orders, and pay attention to the brand's official stores;

.

.

..

Why does Tiktok have to make great efforts to become a very mature shelf e-commerce?

.

2022 NPS .

The implication is that the current NPS of Tiktok(Net recommended value of products by users).

LatePost.

.

.

202215%11%2%.

10015..

(There are too many dithering tapes, affecting the short video experience/Image source: Weibo)

.

A big brand of iron, a channel of flowing water

1993.

..

20032012.

.

81.

2022..

6GMV1000.

2023.

.

.

A big brand of iron, a channel of flowing water.

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