Double Eleven Tmall turnover totalled RMB¥540.3 billion this year, increasing 8.45% compared to the same period last year. According to official data, as far as the beauty industry is concerned, 1:43 am on the day of Double Eleven has excessed the same period of last year, the same as the total transaction volume. Sixty-six brands exceeded RMB¥100 million, and 21 single products exceeded RMB¥100 million sales.
Taking a closer look at the brands, foreign brands haven't yielded their ranking; the three giants of Estee Lauder, L'Oreal and Lancome have entered the RMB¥2 billion clubs. The RMB¥1 billion clubs were Whoo, Shiseido, Winona, OLAY, and La Mer. There is only one domestic brand of Proya in the RMB¥500 million, but there are 17 domestic brands that have exceeded RMB¥100 million, accounting for more than one-third of the total RMB¥100 million clubs.
Proya珀莱雅
BRAND HIGHLIGHTS:
Affiliated to "China's No. 1 Beauty Makeup Group" Proya Cosmetics Co., Ltd., in 2019, it used its "bubble mask" to expand the Douyin channel. This year, it launched a combination of products with the "C for the morning, A for the night" skincare trend, making it the fastest-growing domestic brand in China.
2021 DOUBLE 11:
The hero set " for the morning, A for the night" Tmall sales exceeded RMB¥75 million, and it was awarded TOP 1 in the essence of JD.com.
Double Anti-Ageing Essence has sold 210,000 pieces in Tmall, and the total sales in the first hour of the JD channel increased by 109% year on year.
Tmall's official flagship store sold more than RMB¥100 million in the first half-hour. The total sales within the first hour surpassed the entire day of last year's pre-sale.
JD channel's sales exceeded last year's full-year sales in half an hour.
Tmall flagship store double eleven achieved over RMB¥500 million sales.
MARKETING HIGHLIGHTS:
Invited professional dermatologists to interact during the Tmall live streaming.
In October 2021, Proya×China Youth Development Foundation organised the "Echo Project."
Brand ambassadors Sun Li and Cai Xukun, brand recommendation officer Xu Lu, makeup representative Fan Chengcheng.
ZHUBEN逐本
BRAND HIGHLIGHTS:
An aromatic skincare brand established in 2016 adheres to the oriental aromatherapy skincare concept. It launched into the domestic market with a makeup remover with plant-based cleansing oil. In 2020, the entire network GMV had exceeded RMB ¥200 million.
2021 DOUBLE 11:
Tmall's new beauty brand TOP 1, with total network sales surpassing RMB ¥280 million
Tmall's turnover was RMB ¥180 million, a year-on-year increase of 460%
Douyin's turnover exceeds RMB ¥60 million, a year-on-year increase of 190%
Cleansing oil single product Douyin Tmall sales doubled, sold 28 million bottles
Tmall's sales of non-stained essential oils TOP 2, and 1 million bottles sold
2021 618 FESTIVAL:
The makeup remover category sales and sales volume TOP 1
Total network sales were RMB ¥120 million
Tmall flagship store sold 901,000 pieces of cleansing oil.
MARKETING HIGHLIGHTS:
On 20th October, the live broadcast pre-sale launched in the Li Jiaqi live streaming.
Participated in the reality show "All Girls OFFER" produced by ONE X Li Jiaqi.
Focus on the hero product+ sub-categories, cut into the functional category, and accumulate the aesthetic dividend of oriental aesthetics.
Insist on self-built laboratories, deepen the global supply chain, maintain iterative capabilities, and create a technologically based brand.
WINONA薇诺娜
BRAND HIGHLIGHTS:
Winona is the core brand of Betteni Group, a functional brand that focuses on sensitive skin. From 2018 to 2020, it has won the top 10 beauty and skincare category on Tmall during 11.11 for three consecutive years; the parent company was listed in March 2021 and became the "No. 1 sensitive skin" stock share.
2021 DOUBLE 11:
2021 Tmall Beauty Double 11 Beauty Brand TOP 6, the only domestic brand on the list.
Hero product Soothing Repair Freeze Mask sold 2 million pieces, with RMB ¥160 million in revenue.
JD official store beauty ranking TOP 2, self-operated store beauty ranking TOP 10
Vipshop Beauty Ranking TOP 6
TikTok Beauty Self-Broadcast Ranking TOP 1
Kuaishou Beauty Category TOP 6
Top 10 baby skincare products on Tmall
2021 618 FESTIVAL:
Tmall 618 Beauty cosmetics brand TOP 1
Chinese cosmetics brand TOP 1
Beauty skin care brand TOP 10
MARKETING HIGHLIGHTS:
Participated in the reality show "All Girls OFFER" produced by ONE X Li Jiaqi.
Landed in Li Jiaqi's live streaming on 20th October.
The two significant plants support technology and the medical profession as the brand focus on sensitive skin. Winona creates trending products such as Soothing & Moisturising Cream for Sensitive Skin, Soothing & Moisturising Repairing Essence.
Adopt the marketing strategy of IKOLs + skincare expert science popularisation + merchant self-broadcasting to attract a large amount of traffic to its site.
UNISKIN优时颜
BRAND HIGHLIGHTS:
A scientific skincare brand focuses on "anti-ageing". The founding team has professional, scientific research backgrounds in American and British institutions. The brand's star product "Smile Eye Cream" exceeded 300,000 bottles, ranking No. 8 in the Tmall Eye Cream category; The Tmall Golden Makeup Award was the year's highlight.
2021 DOUBLE 11:
As of 23:59 on 11th November, GMV has exceeded RMB¥79 million, an 216% year on year increase.
Sales in 59 minutes exceeded RMB¥34 million, surpassing last year's double 11.
Smile Eye Cream ranks TOP 1 of Tmall Beauty's domestic products, sold more than 130,000 bottles, and sold 35 million
Balanced facial cleanser sold out 840,000 in 5 minutes, 200 times last year's 11.11
2021 618 FESTIVAL:
As of 0:59 on 1st June, Tmall's GMV exceeded RMB¥11 million
Smile eye cream sold 10,000 pieces in 59 minutes
MARKETING HIGHLIGHTS:
Expand offline channels and increase potential energy by enhancing offline exposure.
Opened a pop-up store on Anfu Road, Shanghai, on 2nd October and cooperated with SS20 Pioneer Art Market.
Open subscription to the popular science magazine "ESUAP" of brand life, emphasise brand recognition in design and meet young people's emotional needs and individual expression.
QUADHA夸迪
BRAND HIGHLIGHTS:
It was created by Bloomage BioTechnology's skincare, which has pioneered hyaluronic acid and is one of the fastest-growing domestic brands in functional skincare in the past two years.
2021 DOUBLE 11:
As of 22:10 on 20th October, sales exceeded RMB¥300 million
RMB¥40 million sold within the First hour: QUADHA Salicylic Acid 5d-HA Anti-acne Stoste.
2021 618 FESTIVAL:
Full platform sales exceeded RMB¥190 million
Tmall FMCG sells TOP 10 new brands
Tmall's new and cutting-edge brands TOP 1 pre-sale on the first day
Tmall 618 first daily essence category TOP 1
MARKETING HIGHLIGHTS:
Participated in the reality show "All Girls OFFER" produced by ONE X Li Jiaqi.
Relying on the category's innovative product "Daily Hyaluronic Acid" to enhance brand awareness.
Enhanced collaboration with the head KOLs Wei Ya and Li Jiaqi.
SIMPCARE溪木源
BRAND HIGHLIGHTS:
Founded in 2019, SIMPCARE positions as a mid-to-high-end functional natural skincare brand. The products will be launched in early 2020, with sales exceeding RMB ¥100 million in the first year.
2021 DOUBLE 11:
Tmall flagship store GMV exceeded RMB ¥100 million, a year-on-year increase of 947%
2021 618 FESTIVAL:
Camellia collection continues to be ranked TOP 1 in Tmall Camellia category
Overall sales exceeded 800% of the same period last year
MARKETING HIGHLIGHTS:
In September, Nai Wan became the official brand ambassador.
The product was selected as the new brand of Tmall Treasure
During Double 11, the appearance in Li Jiaqi's live streaming.
Relying on KOLs including Li Jiaqi, Dad's assessment, Luo Wangyu, etc. for endorsement
Comments