38 Good Things Festival Tik Tok Beauty List released! Who is crushing growth？

"24 packs of 44.9 yuan! I bought a lot of napkins in the live broadcast room in Tik Tok and sent them back to school. "

"Kans with red waists are quite windy in Tik Tok. I bought them for my mother as a March 8th gift."

"My favorite star, Jerry, brought goods in Tik Tok. Some products look very cheap and recently supported a wave."

"I often brush the video and brush the brand of Gukou. This time, I will buy it in their live room and try it."

This is when I asked my friends about the recent situation of planting grass and looked at the sound volume of social platforms. I found that some of them had quite a lot of willingness and actions in the process of shaking the platform, especially during the 38th Goddess Festival, which is the 38th Good Things Festival in Tik Tok. This episode gathered the first S-level promotion, school season, Women’s Day and other important nodes, which attracted many eyes from platforms, enterprises and consumers.

Tik Tok, as a battleground for businesses to seek incremental markets, has become the main battlefield for daily activities.

It is reported that during the 10-day Tik Tok Mall 38 Good Things Festival from February 28th to March 8th, relevant data show that the average daily payment of GMV by Tik Tok Platform increased by 33% compared with the same period of last year, and the average daily order volume increased by 46% compared with the same period of last year.

The battle that lasted for 10 days has ended. In this "war" where there is no smoke, which brands "fought their way out" and which brands "lost to the enemy and were defeated"?

In this regard, C2CC Media X New Makeup dismantled the beauty data of Tik Tok in the 38th Good Things Festival in 2024.

Section 38 Tik Tok Beauty Makeup Market Analysis

The makeup/perfume sector has the fastest growth rate.

Beauty tools/instruments declined year on year.

According to the statistics of Cicada Rubik’s Cube, the total sales of Tik Tok beauty track in the 38th Good Things Festival this year has exceeded 7.5 billion yuan, up 56.91% year-on-year.

Among them, the skin care market still occupies the main market share, accounting for 75.96%, up 74.66% year-on-year; The makeup/perfume track also maintained a high growth, with a year-on-year increase of 78.75% and sales exceeding 1 billion; Perhaps due to factors such as the New Deal for Beauty Instruments in April, the sales of beauty tools/beauty instruments was less than 750 million, down 39.97% year-on-year.

Section 38 Tik Tok Beauty TOP20 List

Kans, the "King", continues to win the first place.

First, the popular fried chicken "Han Shu" still dominates.

Judging from the brands on the list, TOP20 China products occupy more than half of the list of beauty brands in Tik Tok in 2024, with 11 brands, including 10 skin care brands and 1 make-up brand.

Among them, Kanshu, the head brand of domestic beauty cosmetics, still maintained its original growth momentum, ranking first. In the 38 Good Things Festival, which lasted only 10 days, GMV exceeded 250+billion.

According to the statistics of Cicada Rubik’s Cube, Han Shu still uses the strategy of big single product to expand sales, and its star products, red waists and white waists, occupy the top two in the list, with sales of 100,000-250,000 and 75,000-100,000 respectively.

On Women’s Day on March 8th this year, the official flagship store of Kans in Tik Tok even ran the slogan "Send a set of Kans red waist lotion to mothers who have worked hard for half their lives on the 38th Goddess Day". Many netizens said, "I bought two sets, one for my mother and one for my mother-in-law."

This activity Kans mainly used live broadcast, with live broadcast accounting for 92.45%, merchandise cards accounting for 6.6%, and videos accounting for only 0.96%. Among them, 52.36% broadcast and 47.64% self-broadcast. In addition to the self-broadcast matrix, there is also a live broadcast matrix of star talents with outstanding achievements, including the help of head talents and stars such as "Dong Nan-Yan Ying Third Sister After-sales", "Country Xiaoqiao", "Shu Chang" and "Huang Yuming".

It is reported that in the two live broadcasts of "Dong Nan-Yan Ying’s Third Sister After-sales" at 9: 00 and 19:40 on March 5, the GMV of Kanshu products was between 10 million and 25 million, while in the self-broadcast of Kanshu’s official flagship store at 20:00 on March 2, its GMV also exceeded 10 million.

In addition, Michael Chen, Jerry, Zhu Zixiao and other stars conducted a special live broadcast of Kans, and their ability to carry goods was also good.

In the TOP20 list, Grain Rain and Jiao Runquan were pushed to the back. In January and February of 2024, Grain Rain and Jiao Runquan were ranked 6th and 3rd respectively, dropping by 9 and 13 places respectively. As domestic brands that did not appear in the 2023 Tik Tok Beauty List, Kerfumei and Marumi performed well in this promotion and successfully entered the list. Kerfumei ranked eighth and Marumi ranked twentieth.

Later, international brands such as Estee Lauder, L ‘Oreal and Lancome are also struggling to catch up, occupying the top six in the list. It is reported that Estee Lauder’s total sales in January and February of 2024 was 100-250 million, and in the 38 Good Things Festival, Estee Lauder launched a storm and surpassed GMV in the previous two months in just 10 days.

Second, TOP20 ran into a beauty instrument brand.

From the category point of view, the pattern of strong skin care brands has always existed, with a total of 18 skin care brands, only one makeup brand in Huaxizi and one beauty instrument brand in Yameng.

The category of beauty instruments has been ranked at 30+ in January and February, 2024. Ulike missed the list with a score of 21, but Yameng soared to the 19th place this time.

It is reported that Yameng’s sales on February 28th, the first day of the 38th Good Things Festival, was close to 35 million, and its strength should not be underestimated.

Third, among the listed brands, the customer unit price is up to 5000+

Judging from the average transaction price, there are four brands whose customer unit price exceeds 1,000 yuan, namely Estee Lauder, helena rubinstein, Hailan Mystery and Yameng, which are 1,147.69 yuan, 3,314.82 yuan, 1,971.62 yuan and TOP’s highest 5,627.56 yuan, and Yameng ranks first with 5,627.56 yuan. The lowest is Jiaorunquan, which is 95.66 yuan, and its customer unit price is very different.

In terms of the distribution of price bands, there is one with an average transaction price below 100 yuan, which is Jiaorunquan; There are three from 100 to 200 yuan, namely Demabel, Hua Xizi and Ou Shiman; There are 6 below 200~300 yuan, namely Kans, L ‘Oreal, Nature Hall, HBN, Grain Rain and Marumi; 4 from 300 to 500 yuan, namely Polaiya, DCEXPORT, Kerfumei and Olay; There are two in 700~1000 yuan, namely Houhe Lancome; There are four above 1000 yuan, namely Estee Lauder, helena rubinstein, Mystery of Hailan and Yameng.

It is understood that the special gift box set of Hou Tianqi Dan Guang Yao Huan’s live and tight face series buys 1 get one free, nearly 1 set of formal water emulsion and 1 bottle of formal sun protection, up to 19 pieces.

It can be seen that the unit price of beauty cosmetics customers in Tik Tok is mainly between 200 and 500 yuan, but in the big promotion activities, the medium and high-priced box sets, buy one for free and many other promotional activities have pushed up the unit price of customers.

Fourth, the demand for facial cleanser and mask and sunscreen began to increase.

In terms of explosive products, the sales of facial mask and facial cleanser are far ahead in the TOP10 list of Tik Tok beauty products in the 38th Good Things Festival, accounting for 6 seats in the list.

The author thinks that facial mask and facial cleanser, as daily fast consumables, are used frequently, and it has become the consumption habit of users in Tik Tok to hoard goods at low prices during the holiday promotion period.

Under the promotion of festivals, brands generally introduce preferential policies. It is reported that Dr. Wen’s mask, ranked first, only costs 49.9 yuan for 2 bags; The second Jiaorunquan facial cleanser is a 39 yuan and two 69 yuan; Xue Rou Ya Facial Cleanser, the 6th one, is even more expensive. Only 39.9 yuan is needed for two. These preferential policies have increased the possibility of hoarding goods and increased sales.

After the Spring Festival, it’s not just the morning commute, but also the increasingly fierce sun. At the 38th Good Things Festival, the demand for sunscreen products began to appear. It is reported that the total sales volume of sunscreen products is 250W~500W, up by 17.24% year-on-year. Among them, the number of sunscreen views of Meikang Daidai is as high as 1.22 million, and the sales volume exceeds 10%.

TOP20 list of Tik Tok cosmetics

Hua Xizi once again topped the makeup list.

In the TOP20 of Tik Tok Makeup List of Good Things Festival, there are still more domestic brands than international brands, with 12 domestic brands and 7 Chinese brands in the top ten. Domestic makeup flower Xizi surpassed the international brand Saint Laurent and the key to skin, becoming TOP1.

Since last year’s eyebrow pencil incident, Hua Xizi took the first place in Tik Tok makeup only once in the last six months. However, in the 38th Good Things Festival in 2024, Hua Xizi won the first place in Tik Tok makeup list again, and was the only makeup brand that entered the TOP20 of beauty cosmetics.

So how did Hua Xizi "bottom out" this time?

First, "nude makeup" is popular, and heavy new products are launched to prepare for the 38 th Good Things Festival.

Nowadays, fresh and simple makeup is becoming more and more popular on social media, which is in sharp contrast with European-style heavy makeup. People are more inclined to show the natural luster of skin and pursue a clear and light makeup feeling.

In recent years, popular makeup, such as "pseudo-plain makeup", "tea makeup" and "boiled water makeup" all developed from nude makeup, showing a pursuit of natural beauty. Consumers in China are gradually discovering the makeup style suitable for "China baby’s physique", and pay more attention to showing the true beauty.

However, women in China often fall into "color anxiety" because of staying up late, stress and other reasons, so they are eager to have a good color through makeup.

Seeing this trend, Hua Xizi launched a survey on users and the makeup market.In February, a brand-new series of products "Jade Nourishing Color and Fixing Makeup" was launched., including loose powder, honey powder cake and lip yarn, promotes the concept of "the makeup feels like jade, and the powder is tender and looks good". This series of products aims to let users experience the feeling that the skin is as bright as jade, showing a pink and healthy look.

According to the statistics of Cicada Rubik’s Cube, this series of new products, "Jade Nourishing Tone Powder/Spring Powder Fixing Makeup for Women", cost 169 yuan, and sold 50,000+copies in the 38th Tik Tok Good Things Festival, ranking TOP2 in sales.

TOP1′ s Jade Air Cushion sold less than 25,000 last month, and the sales volume doubled to 50,000+in just 10 days.

Second, the mechanism of king bombing in the live broadcast room

During the Good Things Festival, Hua Xizi set up a lot of benefits in Tik Tok.

First of all, compared with Taobao’s full 300 yuan minus 40 yuan, Hua Xizi’s full reduction activity in Tik Tok’s live broadcast room is even more exciting. The whole store is full of 300 yuan minus 50 yuan, which allows consumers to buy more branded products under the impetus of preferential treatment.

Secondly, if you buy a limited set, you will be given a liquid foundation or sunscreen powder to stimulate consumers’ desire to buy a limited set. 50 yuan will be reduced for two sets of Daidai Umbrella Sunscreen, and a sunscreen cap and cleansing oil related to sunscreen products will be presented, which will help consumers to buy two sets at one time and increase sales.

In addition, set up a blessing bag in the live broadcast room to keep the audience in the live broadcast room and let them participate in the interaction, increase the traffic in the live broadcast room and push it to more consumers. The content of the blessing bag is the products of this brand, and the winning audience can receive it for free. It can attract potential customers to try new products, arouse their interest and turn potential customers into order customers. Winners share their experience with their friends, which will also help them to increase their brand awareness and attract more potential customers.

Finally, Hua Xizi invited the actor Shu Chang to broadcast live. It is reported that on March 6th, Shu Chang, dressed in traditional China costumes and wearing makeup, appeared in Hangzhou Huaxizi store and started the live broadcast. There were 6 live broadcasts that day, with an average of 1 hour each. The number of people watching the five live broadcasts exceeded 1 million, with the largest number reaching 1.551 million. The sales volume was 75,000+and the sales volume was nearly 10 million.

Tik Tok perfume TOP20 list

Domestic perfume began to crush big names?

According to the data of the White Paper on Consumer Insights into Perfume and Fragrance in 2023, it is estimated that by 2026, the market size of China’s perfume and fragrance industry will reach 5.3 billion US dollars, and the overall perfume and fragrance industry will maintain a relatively high growth rate.

It is reported that in this 38-day promotion in Tik Tok, the sales of perfume/balm exceeded 100 million, up 42.94% year-on-year. It is worth mentioning that many local brands in China have appeared in the list, even surpassing international brands.

Among them, Gucci (note, not Gucci! This domestic product has crushed a number of international brands with its high cost performance, ranking TOP1 on the list.

During the period, the average customer price of the brand was 42.49 yuan, and the sales volume reached 100,000 ~ 250,000. The sales volume was several blocks away from the second Chloe Chloe.

Because the brand mainly promotes rose perfume in no man’s land, the live broadcast room is the most introduced, and the top link is also this product. Therefore, in this 38 Good Things Festival, the top three sales were occupied by roses in no man’s land.

Naked Gucci, which focuses on "big-name flat replacement", has reprinted all the big-name perfumes that everyone likes on the market, and copied the names. It is reported that its explosive rose in no man’s land sold for 50,000+in the 38 Good Things Festival, and 50ml only sold for 39.9 yuan, while Beredo’s rose in no man’s land needed 1510 yuan for the same specification, and nearly 37 bottles of Gucci perfume could be purchased.

In addition, there are 39.9 yuan Gucci blue perfume that says "Blue at 1080 yuan", 39.9 yuan Gucci pink encounter perfume that says "Sweet and romantic at 1390 yuan", and 49.9 yuan Gucci in the mood for love perfume that says "Gift box at 1260 yuan" …

At the moment when the demand for perfume consumption is not high, Gukou has skillfully become a favorite choice for consumers by providing products with a fragrance comparable to that of big-name perfumes, but at a more affordable price. People can experience the luxury fragrance of big-name perfume with less cost, and realize the consumption pleasure of value for money.

In addition to its high cost performance, Gucci adopted a 24-hour live broadcast mode. During the 10-day 38 Good Things Festival, there were 1126 live broadcasts, including 24 at the home of the brand.