Your BrandStastic weekly update covering from Oct 18th to 24th ：
Double 11 First Battle Is On! Viya & Austin Live Streaming Sold RMB¥18.8 Billion
Cosmetic Contact Lenses「MOODY」x Tmall Virtual Idol「AYAYI」
Emerging Skincare Brand「ZHUBEN逐本 」Oriental Relaxology Art Expo
Haircare Brand「EFFORTLESS」Launched Sunday Hair Mask
Lifestyle Essential Brand「BANANAIN蕉内」x Wang Yibo
Xiaomi Ecological Chain Brand「DREAME追觅科技」Completed RMB¥3.6 Billion C Round
Double 11 First Battle Is On! Viya & Austin Live Streaming Sold RMB¥18.8 Billion
Taobao's two leading live streaming KOLs, Viya(Wei Ya) and Austin (Li Jiaqi), started the marathon live streaming for 11.11 this year on 29th Oct. Their live broadcast lasted for 12 hours and 14 hours, respectively, accumulating 240 million and 233 million views. According to the third-party data, Austin's cumulative transaction sales during the live streaming exceeded RMB¥10.6 billion, and Viya exceeded RMB¥8.2 billion.
Cosmetic Contact Lenses「MOODY」x Tmall Virtual Idol「AYAYI」For The NFT Digital Collection
Cosmetic contact brand MOODY and Tmall virtual idol AYAYI launched their join NFT digital collections. It aims to embody MOODY's concept of "bringing more possibilities for beauty with innovation".
Moody was established in Shanghai in 2019. It continues to launch high-quality, well-designed and short-selling cosmetic contact lenses focusing on the "visualisation of inner emotions".
Emerging Skincare Brand「ZHUBEN逐本 」Oriental Relaxology Art Expo
The emerging aromatherapy skincare brand ZHUBEN held the Oriental Relaxology Art Expo, an offline art exhibition in Shanghai. Austin Li Jiaqi is one of the key participants. Setting up different sections based on five senses: first sight, freedom, untouched, barren mountain, and wandering heart, to convey the concept of oriental healing, physical and mental balance. It also exhibited the development history of ZHUBEN cleansing oil, the brand-new repairing products, and the newly developed hotel line "The Way of ZHUBEN".
Founded in 2016, the brand adheres to the concept of oriental aromatherapy and skincare. It integrates natural healing ingredients, modern cutting-edge skincare technology, and natural aromatic essential oil energy. Focused on a comprehensive solution, the main product - Aromatherapy Nourishing Cleansing Oil- has accumulated over RMB¥3 million in sales. It entered the Chinese makeup remover market with plant-based cleansing oil and sold 2 million bottles in 2020. ZHUBEN ranked the top 1 for both sold qty and sales within the Tmall Double 11 cleansing oil category last year.
Haircare Brand「EFFORTLESS」Launched Sunday Hair Mask
The professional hair care brand EFFORTLESS launched a new product, "Sunday Hair Mask, " the first non-steaming and micro-steaming dual-use hair mask on the market. The collection's tagline puts a scenario of "A nap on Sunday afternoon, bring out the sparkle on Monday." The collection contains two formulas: volumising smoothing mask and thickening nourishing mask. They are targeting fine hair and damaged hair, respectively. Customers can use the mask with the "Sunday Inspiration Hair Cap" that comes with the product to obtain a steam effect.
Established in Shanghai in 2018, EFFORTLESS uses its patented RAPEL™ hair quality diagnosis algorithm, digitally-driven formula design and high-quality raw materials to provide consumers with customised hair care solutions of "hair quality diagnosis + product matching". The brand won the "VOGUE Beauty and Apparel" Annual Innovative Brand Award in 2020 and was highly recommended by media such as "Harper's Bazaar" and "COSMOPOLITAN".
It Is Official! Wang Yibo x「Bananain蕉内」As Brand Ambassador
Lifestyle essential brand BANANAIN officially announced Wang Yibo as the brand's ambassador, launching the Bananain velvet loungewear. The collection launched across its Tmall flagship stores and offline stores. Previously, in May, the brand also had announced actor Zhou Dongyu as the brand's ambassador.
BANANAIN's parent company Sanliren (Shenzhen) Technology Co was established in 2016, and it focuses on somatosensory technology driven by design and technology. Its products cover underwear, socks, bras, thermal wear, loungewear, outdoor and other categories. Since its launch in 2016, it has achieved 100% growth for four consecutive years, and in 2020, GMV had exceeded RMB¥1 billion. During the 618 festival in 2021, BANANAIN's omnichannel GMV was RMB¥180 million, ranking first in the 618 Tmall socks and underwear category.
Xiaomi Ecological Chain Brand「DREAME追觅科技」Completed RMB¥3.6 Billion C Round
Recently, Xiaomi's ecological chain company DREAME announced that it had completed an RMB¥3.6 billion C financing round. This round of investment was led by Huaxing New Economic Fund and CY Zone. DREAME will use this round of funding for the introduction of cutting-edge R&D talents and technical team building.
Founded in 2017, DREAME is an intelligent cleaning home appliance company. Its main products include vacuum robots, wireless vacuum, electronic mop, and high-speed hair dryers. In the future, it will expand the intelligent home appliances categories such as kitchen appliances and personal care. DREAME's revenue in 2020 has exceeded RMB¥2 billion. Its products are available to more than 100 countries and regions in Asia, Europe and the United States.
DREAME invests more than 12% of its revenue in technology research and development every year. It has applied for 1,656 patents in aerodynamics, multi-cone cyclone separation, fluid mechanics, etc., and has obtained a total of 726 patents.
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