Your BrandStastic weekly update covering from Nov.8th to 14th ：
Sales Of Double 11: Tmall Pocked RMB ¥540.3 Billion, While JD Totalled Over RMB ¥349.1 Billion
The New Outdoor Functional Apparel Brand「UPPERVOID二普纬度」Launches Pop-up Store
「LI-NING李宁」Goes Premium With New Line 1990
「BOOHEE薄荷健康」Completed RMB¥100 Million D2 Round Of Financing
Plant-based Meat Products Company「GRAIN MEAT谷肉」Completed Two Rounds of RMB¥10 Million Financing
Smart Hair Brush Brand「FIREFLY超能小红梳」Received Angel Round Financing
Sales Of Double 11: Tmall Pocked RMB ¥540.3 Billion, While JD.com Totalled Over RMB ¥349.1 Billion
The double 11 reports was finally released at 24:00 on the 11th. The total sales of Tmall Double 11 excessed RMB¥540.3 billion, and the cumulative sales order of JD.com exceeded RMB¥349.1 billion. In 2021, more than 2000 new brands have joined Tmall's new brand incubation program. Data shows that 275 new brands have doubled for the third consecutive year during Double 11, and more than 700 new brands have become the first in the sub-categories.
Douyin also released platform data. As of October 27 to November 11, Douyin's eCommerce live streaming has aired accumulatively for more than 25.46 million hours, and the live streaming has been viewed 39.5 billion times. The number of domestic C-products on the popularity list accounted for 87.5%.
Apparel & Accessories：
The omnichannel GMV of 「Bananain蕉内」exceeded RMB¥410 million. It won the top 1 for all underwear, thermal clothing, and loungewear categories. The sales of「Songmont」flagship store exceeded RMB¥130 million.
Cosmetic Contact Lenses：
「Moody」won the TOP1 of colour contact lens category on Tmall Double 11, and the omnichannel GMV exceeded RMB¥100 million.
Personal Care: Competition is getting severe
「Rockingzoon摇滚动物园」won the TOP1 new brand of Tmall scrub and body lotion category. Its avocado cleansing cream ranks among the domestic brands TOP3, and the flagship store ranks respectively in the Douyin top 4 and Kuaishou top 2 brands.
「Pinpoint 标点」participated in Double 11 for the first time, and its sales exceeded RMB¥1 million on the first day.
YSG Global Brand「Galenic科兰黎」won the TOP1 new Tmall International Facial Essence brand, and 「EVE LOM」won the TOP1 high-end makeup remover. The sales increased by more than 100% year on year.
The omnichannel sales of 「Zhuben逐本」 exceeded RMB¥280 million, ranking No. 1 in the new Tmall beauty brand, and won the Douyin Tmall makeup remover category TOP1.
「Spes诗裴丝」ranked TOP1 in the hair oil control category. Brand sales increased by more than ten times year on year, Tmall flagship store increased by three times year on year, and JD flagship store increased by 12 times year on year, making it one of the fastest-growing emerging brands.
Mother & Baby：
「Baby care」omnichannel sales exceeded RMB¥1.1 billion.
Pets：
「SolidGold素力高」became the TOP1 imported cat food on Tmall. And it was selected as a must-buy brand on Tmall.
Oral Care:
「BOP」became the TOP1 of the cutting-edge oral care brand, and the dental tapes were ranked TOP3 in the category after participating in Double 11 for the first time. The Tmall flagship store increased by over 320%.
Food:
「Airmeter空刻」、「Haohuanluo好欢螺」、「Zihaiguo自嗨锅」ranked TOP1-3 on Tmall's Double 11 instant food category.「Airmeter空刻」has also become the No. 1 sales of Tmall's Double 11 pasta two years in a roll.
Tea Drinks：
「CHALI茶里」also included Tmall and JD.com tea category TOP2 and herbal tea category TOP1.
Coffee：
「Yongpu永璞」omnichannel sales exceeded RMB¥50 million, 2.4 times of last year's sales. Tmall flagship store sales exceeded RMB¥42 million, an increase of over 100% year on year.
Skincare: International premium brands took the lead
「Estée Lauder雅诗兰黛」 has become the TOP1 beauty on Tmall Double 11 in the four categories of facial essence, eye care, lotion cream, and liquid foundation. Its flagship store is the TOP1 Tmall FMCG sales, and it continues to be the TOP1 beauty on Tmall.
The New Outdoor Functional Apparel Brand「UPPERVOID二普纬度」Launches Pop-up Store
The trending outdoor apparel brand UPPERVOID opened a pop-up store with a "CITY TENT" theme in Shanghai | Young Power Center. Through the use of merchandising and scenery, the theme is divided into three chapters: "Unmanned Wilderness THE BARRENS", "Bonsai Camping SPECTACLE", and "Cyber Forest CYBER NATURE" to show the brand's changes in the relationship between humans and nature in the past, present and future Observation.
UPPERVOID was founded in 2020 and is an outdoor apparel brand focusing on fabrics and craftsmanship. The brand creates fashionable, professional outdoor products suitable for various scenarios through localised and youthful design. The products cover 10+ SKUs such as jackets, jumpsuits, sweaters, hats, belts, etc. Currently, the brand has deployed online channels such as Tmall, JD.com, WeChat Mini Program, and Dewu.
「LI-NING李宁」Goes Premium With New Line 1990
Li Ning launched an immersive art exhibition in Shanghai and officially released the independent premium fashion brand LI-NING 1990, positioned as an "independent high-end sports fashion brand".
On 6th November, LI-NING 1990 opened its first store in Beijing Parkview Green. It is currently in the trial operation stage, and the price of its products is 1.3-1.5 times that of China's Li-Ning product line.
At the marketing level, celebrities Xiao Zhan, Zhong Chuxi, Cai Shaofen, and Cai Wenjing all cooperated with LI-NING 1990.
「BOOHEE薄荷健康」Completed RMB¥100 Million D2 Round Of Financing
BOOHEE announced that it had completed the D2 round of financing with a scale of 100 million yuan. This round of funding is exclusively invested by Shenzhen Venture Capital (SCGC).
BOOHEE was established in Shanghai in 2008 and is positioned as an online "nutrition health expert". Its products include the "Mint Health" App, the Mint Health Professional Mini Program, and one-on-one nutrition consultants. In addition, a series of food products have been launched, including functional foods, healthy snacks, healthy fast foods, children's nutrition, silver hair foods and other sub-categories, totalling more than 200 SKUs.
At present, BOOHEE has served nearly 130 million users, with monthly sales exceeding RMB¥100 million. The six-month subscription of BOOHEE has increased from RMB 50-60 in 2019 to nearly RMB 300 in 2021.
Plant-based Meat Products Company 「GRAIN MEAT谷肉」Completed Two Rounds of RMB¥10 Million Financing And Launched The High-end Vegetable Meat Brand 「Infinite Plant植无极」.
The plant-based meat company GRAIN MEAT announced that it had completed the angel round and the A round of financing in a row, with a cumulative amount of nearly RMB¥100 million. Investors include Inno Angel Fund and Oceanpine Capital.
Established in 2019, GRAIN MEAT focus on developing plant-based meat. It owns the high-end plant meat brand INFINITE PLANT. INFINITE PLANT officially launched the "Beef Steak" in November 2021, which can be used in hot pot, Various processing methods such as barbecue, frying and stewing. INFINITE PLANT mainly focuses on B channel sales, catering and food companies.
In the R&D team, GRAIN MEAT and the State Key Laboratory of Food Science and Technology of Jiangnan University have reached a strategic technical cooperation to jointly establish a GRAIN MEAT Product R&D Center and a 2000 square meter self-built factory.
Smart Hair Brush Brand「FIREFLY超能小红梳」Received Angel Round Financing
The smart hairbrush brand FIREFLY has received an angel financing round, and the lead investor is from a family fund. After this round of financing, the brand will continue to upgrade hairdressing products, expand the user base, and explore other high-frequency new product markets around the field of consumer electronics and personal care.
FIREFLY超能小红梳隶属于深圳摩觉科技公司，于 2021 年 9 月底正式首发，集吹风、造型、卷发和护发功能于一体，为女性消费者提供健康高效、简单轻松的美发护发新方式。目前，FIREFLY超能小红梳已上线淘宝品牌店，产品售价为 1599 元。FIREFLY is affiliated to Shenzhen Mojue Technology Co., Ltd. and officially launched at the end of September 2021. It integrates hairdryer, styling, curling and hair care functions to provide female consumers with healthy, efficient, relaxing and straightforward hair care. At present, FIREFLY has been launched in Tmall store, and the product price is RMB¥1599.
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