This article will analyze from eye shadow, Blush / rouge, emulsion / cream three categories: market and industry situation, seller profile, consumer portrait and insight.
Source: gather beauty
Author | wood
Soldiers who don't want to be generals are not good soldiers. Every product manager has a heart to make explosives. For product managers, it's as exciting to see their products planted on social platforms and their sales soar as it is to have a baby in October. But it's not easy to make explosive products. Not only does the product itself need unique selling points in ingredients, packaging, efficacy, etc., but also requires tacit cooperation in marketing, grass planting and other links. This article will take Hua Xi Zi make-up plate, Girlcult blush and Winona special moisturizing cream in the three net red single products as an example to dismantle their Amoy lines. Thank you for data insider's data support for this article.
01 huaxizi: head KOL with goods and live strong exposure
Eyeshadow is the standard four season product. It has little effect on the season. However, sales will increase significantly due to the large promotion effect of S level, such as March (38 Queen's day), June (618), November (double 11), etc. And with the impact of the epidemic, eye shadow unexpectedly increased. Suning.com released in February 5, 2020 -3 4 female consumption data report, pointed out: Eye Shadow sales increased by 128.1% over the same period.
During the non promotion period, the main consumers of Eyeshadow are staff and students, accounting for more than 40% of the total number of customers. The age distribution is mainly 18 years old, -24 years old, and over 50%. According to the third-party data company, the highest average customer unit price consumers are financial practitioners and media practitioners, and the industry's average conversion is between 7% and 9%.
The eye shadow consumer occupation portrait is noteworthy. According to the third party data, the total market size of eye shadow category is 3 billion 900 million, the number of sellers has 21 thousand, only 26.13%, and TOP20 can eat 40%+'s market share; Top10 merchants can eat the market share of 38%+.
Hua Xizi is one of the TOP10 businesses. It is understood that in February, the sales of eye shadow sales of Hua Xizi flagship store ranked third. Only after the perfect diary and 3CE, the turnover amount was 1500w+. Among them, the amount of eye shadow trading of the star single product was 90% above the Eyeshadow category.
The flower eye shadow disc (flower shop official flagship store) is one of the awesome products of Hua Xizi star. The first thing is that the hardware is very powerful. Whether it is exquisite relief or the packaging of heart, it can give consumers a good experience.
From the data point of view, there are quite a few sales of Hua Xizi bird to phoenix eye shadow plate from Taobao live broadcast sales. It is understood that in December, huaxizi held an activity where Li Jiaqi went to the R & D center. As a result, the sales volume brought by the live broadcast of huaxizi in December is very considerable. The sales volume can reach 360W, accounting for 36.5% of the total sales volume of that month. It's still in January.
△ flow channels of huaxizi in January △ flow channels of huaxizi in February sum up the total sales of Taoke and Taoke live broadcast, accounting for more than 50% of the total sales. However, in the short term, not worth mentioning, Hua Xizi has made some support. It is understood that the lowest price tag of Hua Xizi eye shadow product is 259, the price of the guest is 209 yuan, and the difference is 50 yuan, of course, the profit of this quota is not enough in the live broadcast.
△ in addition to live broadcast, huaxizi has invested a lot in super recommendation, through train and other personalized tools, including 640000 visitors introduced by super recommendation in January, but the conversion rate is relatively low.
From my Taobao sales, we can see that huaxizi has a certain proportion of re purchase users. In the hand search brand words, there will also be some re purchase users' concerns.
In terms of traffic, free other accounts for the most in taonei, and search users are also growing. This shows that the construction system of taonei traffic channel is relatively healthy, with free as the main and payment as the auxiliary. In February, for example, super recommendation accounts for 13.73% of the total traffic, free other 44.04% and Taobao customers 8.51%.
Tiktok master's eye shadow plate has typical flow. Besides Taobao, jitter is also an important platform for spreading the eye shadow of Western birds. According to the data of cicada mother, sales will increase significantly with the sharing of people.
Hua Xi Zi eye shadow disc - outside station promotion situation (data source cicada mother) 02 Girlcult blush: familiar with station play, accurate card.
Like eyeshadow, blush, which is also less affected by the season, is much smaller than the Eyeshadow. It only accounts for 23% of the sales volume of Eyeshadow products. From the third party data shows that in 2020 Blush / Rouge category monthly sales scale of about 80 million, and sales increased significantly. It can be seen that this category has a certain mature trend.
Data show that blush buys most of the students and company staff, but the average price per person at the age of 18-24 is the lowest. Unlike lipsticks, the main buyers of blush are women, 23 times as many as men. Therefore, products with high cost performance (60-70 yuan) are most popular in terms of customer unit price.
Blush - consumer group occupation portrait Girlcult flagship store in February Blush / Rouge category, the overall transaction volume ranked fifth, the guest price is also around 70 yuan.
According to observation, its star single product Girlcult peach and peach blush in April, after listing, sales will basically keep up volatility. According to the data, the obvious increase time of sales is June and November, reaching 300W and 455w respectively, which is consistent with the time of e-commerce.
The Girlcult products with high cost performance are more powerful, and can quickly gain market attention and conversion. The fast growth of market volume effectively drives the free flow in the station.
Therefore, it is not hard to see that the proportion of searches for Girlcult blushes and blushes increases month by month, and hand search traffic is always the largest source of traffic, accounting for 40% of the total. This shows that the product has stronger traffic operation ability, and it is able to keep pace with the rapid development of the card.
The combination of "Girlcult" and "Blush" represents the flow rate. At the same time, Data Inside related data show that from the distribution of search keywords, brand names and category words account for 1:1, indicating that the product has harvested many free category word traffic from Ali. It can be seen that its product positioning is more accurate and has a certain popularity, which can provide accurate products for the population.
In addition, in terms of paid traffic, the product launched the second event price of 50% discount for the more efficient Taoists. On the one hand, it did not reduce the Taobao payment amount of the link, but also increased the purchase proportion. In addition, the direct train and other traffic introduction will further pull the free exposure in the station.
03 Winona special moisturizer: accurate positioning + high conversion rate
Compared with eye shadow and blush, the scale of the cream category is much larger and the annual turnover can reach 14 billion 900 million. And data show that over the past year, the number of face cream related sellers is declining, which shows that a lot of competition pressure has left many sellers out of the battlefield.
The cream of the consumer - the occupation portrait of the consumer Winona star, the single product, Shu min special cream, can be said to have killed a blood route from this battlefield.
Dong junzi, founder of Winona, analyzed the reasons for Winona's rapid growth from three perspectives: user thinking, data-driven, and organizational upgrading at the 6th beauty Internet Conference 2019 hosted by jumeili.
When it comes to the importance of data, it points out that one of the core departments that Winona established at the beginning of her business is the data department. We will be more focused on reaching consumers and then doing user operations. Through the analysis of users, to understand the user attributes, including their life state, economic level, interested content and so on. Because we want users to think as little as possible before forming the behavior of adding shopping cart.
"We have established our own data warehouse for a long time. At present, our technical development team has nearly 50 people for background data development, including media delivery system, supply chain management, etc." For more details, please click "how to build the core competitiveness of domestic products? Dong junzi, founder of Winona, shared three key points"
From the data, the monthly transaction amount of Winona special care cream has increased significantly with the time node of the promotion. In November, the double 11 reached 1400W, but the customer unit price is also the lowest, less than 60 yuan.
Unlike huaxizi and girlcult above, the core traffic sources of their flagship stores are manual search, product marketing treasure and direct train, and the conversion rate is high. Because Winona focuses on the particularity of sensitive muscle care, professional doctors answer questions online, sit down in person and solve skin problems, the conversion rate of pinxiaobao is higher, even higher than hand search, which can bring 150000-200000 visitors every month.
△ in addition to the representative flow of Winona's special cream, we can see from the 20% of my Taobao transactions that Winona has gained a lot of public praise and returning fans through continuous market penetration and the effective, accurate selling points and effective effects of the idea of getting return from re purchase.
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