Lately, in response to the key phrases “magnificence procuring” and “procuring” search outcomes, seven wheat knowledge for 130 magnificence procuring App knowledge evaluation, to research the general state of affairs of the sweetness trade.
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The variety of magnificence procuring apps elevated dramatically in 2021
The yr 2015 was an explosive interval for magnificence procuring apps, with a complete of 28 merchandise launched, represented by Jindo, NetEase Kaola and Yunji. Though there have been almost 20+ merchandise on the App Retailer yearly on common since 2015, the variety of new merchandise on the cabinets started to say no because the market steadily grew to become saturated.
The highest 20 magnificence procuring App downloads previously yr are as follows
In keeping with the obtain record, we all know: Poundland ranks first with 8380w+ downloads previously yr, adopted by Idlefish, Taobao, Jingdong, Suning.com and Tmall. With the rise of latest merchandise, the previous ones are steadily beneath stress.
Pindodo has almost 3,000w extra downloads than second place Idlefish, and Amoy and Moe Push are additionally newcomers which have emerged previously yr.
Though Taojiji and Mengtui weren’t properly obtained within the App Retailer within the early days, each merchandise then stimulated customers to obtain and purchase merchandise by advantage of grouping, cashback and digital cash.
Due to this fact, these two merchandise additionally ushered within the peak interval of obtain quantity, with 33w+ downloads in a single day for Mengtui and 45w downloads in a single day for Taojiji.
Magnificence trade is blooming in every single place, IP cooperation has change into a development
There are three essential methods for customers to purchase magnificence merchandise: magnificence platforms, offline bodily shops, and proxy procuring. However with the implementation of the E-Commerce Regulation, which requires people and platforms to hold out the act of shopping for on behalf of the related enterprise license and pay taxes, those that can not get a enterprise license can solely swap industries or improve to platforms. The key magnificence platforms are additionally ushering in a brand new wave of peak person progress.
The wonder procuring platform represented by Taobao, Tmall and Vipshop has change into the primary alternative for magnificence customers to buy. For instance, within the not too long ago handed “618 promotion”, Tmall magnificence solely took 59 seconds to interrupt the turnover of 100 million, 8 hours greater than all of the gross sales of final yr’s 618.
Secondly, Xiaohongshu, microblogging and different communities and social platforms have invited stars to reside and cooperate with KOL to advertise and plant magnificence merchandise to customers. At current, the little pink e book on “magnificence” has 76w+ notes, 15w+ items.
Third, the quick video content material is brief, correct, and quick dissemination. Due to this fact, many companies and KOL additionally select it as a product promotion and dissemination platform. Amongst them, primarily to the person base is bigger, extra lively customers of the 2 main quick video platform Jieyin, Specific.
Fourth, the dwell broadcast permits magnificence bloggers and companies to immediately contact the actual wants of customers. At current, dwell has additionally change into one of many essential methods to promote items for a lot of companies. On this yr’s Tmall 618, the sturdy presence of in style bloggers resembling Vea, Li Jiaqi, Lie’er child, let the amount of dwell gross sales soared almost 600%.
On the identical time, the sweetness trade can be very lively within the cooperation with huge model IP. Yiheyuan launched a joint customized make-up with magnificence model CATKIN Katin within the first half of this yr, and the make-up was snapped up after it hit the cabinets; Vipshop cooperated with MANGO TV’s “My Residence” sequence of selection exhibits, and the star-endorsed merchandise can be found immediately in Vipshop; after Givenchy, YSL, Armani and Estee Lauder, CHANEL additionally formally introduced its presence in Tmall, pre-selling the total vary of perfumes and sweetness merchandise ……
What else can the sweetness trade do sooner or later?
From the standpoint of product performance, magnificence and expertise mixture is extra enticing to customers.
The AR trial make-up enormously meets the wants of customers, in spite of everything, when making an attempt colours in bodily shops, so long as greater than 2 lipsticks, the person’s mouth will change into dry and brown.
In reality, magnificence digicam as early as Could this yr on the road AR take a look at make-up. Customers can select “one click on to strive make-up” within the App residence web page, and the one merchandise that seem within the vogue, resembling sun shades, eye make-up, lipstick, and so on., will be bought within the bounce hyperlink.
In contrast with L’Oreal’s small program, Magnificence Digital camera could also be simpler in inducing customers’ want to purchase when they’re unconscious, thus forming impulse consumption.
From the person’s standpoint, male customers and middle-aged and aged folks have higher potential
The info exhibits that the present magnificence customers are primarily the 90s and 95s, these customers have a big demand, like novelty, merchandise with traits. However with the change of person preferences, male customers and silver-haired individuals are additionally coming in direction of the street of “love magnificence”.
Within the Tmall 618, the Tmall males’s make-up transaction jumped 522% year-on-year in a single hour, which will be mirrored within the male flower magnificence, delicate boys. And 7 wheat has additionally analyzed the male seeding market within the article “Male seeding” toxic App has almost 3000w downloads in a yr, Zhihu, flip have entered the sport, “his economic system” can fireplace”.
In one other 5 months, the primary batch of post-60s shall be 60 years previous, and the post-70s and post-80s are on their solution to enter the market of middle-aged and aged folks. The center-aged and aged are largely in retirement and like to share and unfold the phrase. This type of spontaneous propaganda can entice extra loyal customers, and their kids are additionally keen to spend cash to make mother and pop glad.
Present market measurement
Additionally baptized by the Web, such individuals are desirous about new expertise and new merchandise. The image under exhibits a gaggle of modern grandmothers who had occupied the primary place in ShakeYin’s scorching search record. They actively participated in actions resembling ShakeYin’s #BestGirlfriendGroup and triggered netizens to reprint and reward them after showing in Beijing’s Sanlitun.
China’s State Council Committee on Getting older predicts that China’s inhabitants over 60 years previous will attain 248 million subsequent yr and can account for one-third of the nation’s inhabitants in 2050. The present market measurement of China’s aged market is about 680 million yuan, and it’s nonetheless on the rise, which implies that there’s a big market among the many middle-aged and aged. Irrespective of it’s with the propaganda energy of this group of individuals or opening up the market of middle-aged and aged folks, the benefits outweigh the disadvantages.
Customers’ want to purchase surges and construct experience-based consumption. Though the sweetness trade is rising quickly, many customers cease attributable to their incapability to know the traits of the merchandise. It’s endorsed that firms use experiential consumption to extend customers’ understanding of the merchandise, in order to get customers’ recognition and promote consumption.
The market share of middle-aged and aged folks is massive. Center-aged and aged folks will occupy one-third of China’s inhabitants sooner or later, so enterprises and builders can attempt to develop this market, resembling Sugar Dou’s sq. dance and FanDeng E book Membership’s yearly faculty.
The ARkit software was launched after the official launch of iOS11, adopted by the addition of AR-based “measurement purposes” and the acquisition of AR expertise firms, which exhibits that Apple may be very optimistic about AR expertise. The addition of AR to the product won’t solely improve the person’s senses, however might also get the advice of Apple’s editor.