On May 18, Haitong International released a research report that tmall currently has the largest group of online beauty consumers, and is also the preferred entrance for new goods, new categories, new brands and new trends. It can help businesses timely insight and quickly tap the growth opportunities of subdivided categories, and bring deterministic growth in the post flow era.
According to the retail sales data of social consumer goods from January to April of the National Bureau of statistics, the total retail sales of cosmetics in April 2022 was 21.4 billion yuan, a year-on-year decrease of 22.3%. Due to the superposition of various internal and external factors, the beauty industry is facing unprecedented challenges.
Haitong international research report pointed out that the operation difficulty of the beauty market has increased significantly, and the choice of brand growth path has also changed quietly. The radical scale growth guided by flow dividend has changed to the stable expansion of long-term vitality. As the “second official website” of the brand, tmall’s unique value lies in providing businesses with the operation ability of commodities and consumers in the whole life cycle, building a complete set of digital transformation and upgrading links of the brand, and continuously promoting the steady growth of the brand.
For domestic beauty makeup, it is often based on flow and trapped in products. In view of this pain point, tmall chose to go deep into the beauty industry chain and set up T-Lab resource innovation laboratory in cooperation with international chemical enterprises BASF and chihuarton to serve new product innovation from the source. In addition, with the continuous advancement of interconnection, tmall’s ability to integrate internal and external ecological resources has become prominent, and it has jointly built content ecology with platforms such as station B, xiaohongshu, clove doctor and new oxygen.
In the post traffic era, beauty brands pay more and more attention to the precipitation of brand user assets and product innovation and upgrading. Through innovative and diversified tools such as tmall new product innovation center, tmall u first and tmall little black box, we can effectively improve the efficiency of brand innovation and the success rate of new products.
Yu Chang, associate researcher of the Institute of industrial economics, Chinese Academy of Social Sciences, said that under the tide of digital economy, the Internet platform and digital technology represented by tmall are deeply reshaping the whole value chain of the cosmetics industry and promoting the formation of a user-centered value creation paradigm.
In Chang’s view, this is not only reflected in the fact that the Internet platform can strengthen the organic connection between enterprises and users and suppliers and reduce transaction costs, but also reflected in the fact that the digital technology of the platform can help enterprises establish a high-quality, efficient, flexible and responsive production system, and comprehensively deepen the digital transformation of value chain links such as R & D and design, production and manufacturing, brand construction and marketing. Cosmetics enterprises are expected to take the opportunity of integrating into the platform ecology to accelerate the extension of business to both ends of the value chain with higher added value, overcome the severe challenges brought by the epidemic, and open up new space for enterprise growth in the post flow era.
It is reported that in order to boost business confidence, tmall has also recently released the “rejuvenation plan for the beauty industry”, launching different measures such as the annual support plan of “Chinese component”, the whole link Incubation Mechanism of new brands, and accelerating the digital integration of Wuxi Online Offline Communication Information Technology Co.Ltd(300959) channels, so as to inject vitality into the industry.
\u3000
