Recently, according to the keywords “beauty shopping” and “shopping” search results, seven wheat data for 130 beauty shopping App data analysis, to analyze the overall situation of the beauty industry.
Table of Content
The number of beauty shopping apps increased dramatically in 2021
The year 2015 was an explosive period for beauty shopping apps, with a total of 28 products launched, represented by Jindo, NetEase Kaola and Yunji. Although there were nearly 20+ products on the App Store every year on average since 2015, the number of new products on the shelves began to decline as the market gradually became saturated.
The top 20 beauty shopping App downloads in the past year are as follows
According to the download list, we know: Poundland ranks first with 8380w+ downloads in the past year, followed by Idlefish, Taobao, Jingdong, Suning.com and Tmall. With the increase of new products, the old ones are gradually under pressure.
Pindodo has nearly 3,000w more downloads than second place Idlefish, and Amoy and Moe Push are also newcomers that have emerged in the past year.
Although Taojiji and Mengtui were not well received in the App Store in the early days, both products then stimulated users to download and buy products by virtue of grouping, cashback and virtual coins.
Therefore, these two products also ushered in the peak period of download volume, with 33w+ downloads in a single day for Mengtui and 45w downloads in a single day for Taojiji.
Beauty industry is blooming everywhere, IP cooperation has become a trend
There are three main ways for users to buy beauty products: beauty platforms, offline physical stores, and proxy shopping. But with the implementation of the E-Commerce Law, which requires individuals and platforms to carry out the act of buying on behalf of the relevant business license and pay taxes, those who cannot get a business license can only switch industries or upgrade to platforms. The major beauty platforms are also ushering in a new wave of peak user growth.
The beauty shopping platform represented by Taobao, Tmall and Vipshop has become the main choice for beauty users to shop. For example, in the recently passed “618 promotion”, Tmall beauty only took 59 seconds to break the turnover of 100 million, 8 hours more than all the sales of last year’s 618.
Secondly, Xiaohongshu, microblogging and other communities and social platforms have invited stars to reside and cooperate with KOL to promote and plant beauty products to users. At present, the little red book on “beauty” has 76w+ notes, 15w+ goods.
Third, the short video content is short, accurate, and fast dissemination. Therefore, many businesses and KOL also choose it as a product promotion and dissemination platform. Among them, mainly to the user base is larger, more active users of the two major short video platform Jieyin, Express.
Fourth, the live broadcast allows beauty bloggers and businesses to directly contact the real needs of users. At present, live has also become one of the main ways to sell goods for many businesses. In this year’s Tmall 618, the strong presence of popular bloggers such as Vea, Li Jiaqi, Lie’er baby, let the volume of live sales soared nearly 600%.
At the same time, the beauty industry is also very active in the cooperation with big brand IP. Yiheyuan launched a joint custom makeup with beauty brand CATKIN Katin in the first half of this year, and the makeup was snapped up after it hit the shelves; Vipshop cooperated with MANGO TV’s “My Home” series of variety shows, and the star-endorsed products are available directly in Vipshop; after Givenchy, YSL, Armani and Estee Lauder, CHANEL also officially announced its presence in Tmall, pre-selling the full range of perfumes and beauty products ……
What else can the beauty industry do in the future?
From the point of view of product functionality, beauty and technology combination is more attractive to users.
The AR trial makeup greatly meets the needs of users, after all, when trying colors in physical stores, as long as more than 2 lipsticks, the user’s mouth will become dry and brown.
In fact, beauty camera as early as May this year on the line AR test makeup. Users can choose “one click to try makeup” in the App home page, and the single products that appear in the fashion, such as sunglasses, eye makeup, lipstick, etc., can be purchased in the jump link.
Compared with L’Oreal’s small program, Beauty Camera may be more effective in inducing users’ desire to buy when they are unconscious, thus forming impulse consumption.
From the user’s point of view, male users and middle-aged and elderly people have greater potential
The data shows that the current beauty users are mainly the 90s and 95s, these users have a large demand, like novelty, products with characteristics. But with the change of user preferences, male users and silver-haired people are also coming towards the road of “love beauty”.
In the Tmall 618, the Tmall men’s makeup transaction jumped 522% year-on-year in one hour, which can be reflected in the male flower beauty, delicate boys. And seven wheat has also analyzed the male seeding market in the article “Male seeding” poisonous App has nearly 3000w downloads in a year, Zhihu, turn have entered the game, “his economy” can fire”.
In another five months, the first batch of post-60s will be 60 years old, and the post-70s and post-80s are on their way to enter the market of middle-aged and elderly people. The middle-aged and elderly are mostly in retirement and love to share and spread the word. This kind of spontaneous propaganda can attract more loyal users, and their children are also willing to spend money to make mom and dad happy.
Current market size
Also baptized by the Internet, such people are interested in new technology and new products. The picture below shows a group of fashionable grandmothers who had occupied the first place in ShakeYin’s hot search list. They actively participated in activities such as ShakeYin’s #BestGirlfriendGroup and triggered netizens to reprint and praise them after appearing in Beijing’s Sanlitun.
China’s State Council Committee on Aging predicts that China’s population over 60 years old will reach 248 million next year and will account for one-third of the country’s population in 2050. The current market size of China’s elderly market is about 680 million yuan, and it is still on the rise, which means that there is a huge market among the middle-aged and elderly. No matter it is with the propaganda power of this group of people or opening up the market of middle-aged and elderly people, the advantages outweigh the disadvantages.
Users’ desire to buy surges and build experience-based consumption. Although the beauty industry is growing rapidly, many users stop due to their inability to understand the characteristics of the products. It is recommended that companies use experiential consumption to increase users’ understanding of the products, so as to get users’ recognition and promote consumption.
The market share of middle-aged and elderly people is large. Middle-aged and elderly people will occupy one-third of China’s population in the future, so enterprises and developers can try to develop this market, such as Sugar Dou’s square dance and FanDeng Book Club’s yearly school.
The ARkit application was launched after the official release of iOS11, followed by the addition of AR-based “measurement applications” and the acquisition of AR technology companies, which shows that Apple is very optimistic about AR technology. The addition of AR to the product will not only enhance the user’s senses, but may also get the recommendation of Apple’s editor.