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Jimu News reporter Zhou Dan

On August 19, the Tmall Golden Makeup Awards was held in Shanghai. Known as the "Oscar" of the beauty industry, the Tmall Golden Makeup Awards entered its tenth year. This year, the number of participating brands doubled compared to last year, and the scale was the largest in recent years. The awards were also more segmented and more relevant to the industry and consumers. Outside the venue, anchors such as Want Want, Bee Surprise Club, Chen Jie KiKi, Lie Er Baby, and Mushrooms Are Coming live broadcasted the entire event, showing the Tmall beauty live broadcast ecosystem.

Over the past decade, the beauty industry has undergone many changes, but what remains unchanged is that brands have chosen Tmall as the main beauty platform and have adhered to long-term, stable business. This year's Golden Makeup Awards added the "Golden Makeup Decade Brand Award" and "Annual Chinese Brand Award", with Estee Lauder, Lancome, L'Oreal, PROYA, Chando, Winona, Cosmoprof, Liby, and FreePoint all on the list.

"The consumer market is iterating rapidly, and beauty brands need to keep pace with the times and persist in creating long-term value for consumers in order to continue to survive multiple cycles." Mu Shan, general manager of Taotian Group's fast-moving consumer goods division, said that every year at the Golden Makeup Awards, she hopes that brands will see new trends, new growth and new business opportunities here.

At TopTalk in April this year, Tmall FMCG announced the upgrade of its dual-core operating system of "daily sales + big promotions", comprehensively upgrading three major measures to achieve accurate matching of people, goods and venues, accelerate brand business growth, and improve brand long-term operating efficiency. In the past six months, Tmall Beauty has delivered a good answer at the Golden Makeup Awards - the three major measures have brought about comprehensive growth. Take L'Oréal Paris as an example. After adopting "expanding daily sales" as a new brand growth strategy, the contribution of daily sales to business growth has increased by 351%.

On the user side, new opportunities are emerging. Tmall's beauty crowd label has entered the 3.0 era. The previous eight strategic crowds have been upgraded to ten new strategic crowds, and more than 20 category vertical scene labels have been built. More refined crowd label operations have brought about the growth of valuable users. "We have seen a comprehensive outbreak of high-value users, whether it is user scale, user orders, and Tmall's 88VIP users, there has been double-digit growth." Mu Shan said that under the new crowd strategy, brand delivery efficiency has increased by more than 30%, and member transactions have increased by double digits.

An interesting set of data shows that among the new silver generation over 50 years old, the army of beauty lovers is growing day by day. The growth rate of their purchases of manicures and false eyelashes is 10 times the growth rate of the overall market; the growth rate of men who love cleanliness in purchasing underwear laundry detergent is 6 times that of women, and the growth rate of purchasing cleaning wipes for white shoes is 3 times that of women; the growth rate of young people in small towns in purchasing perfume/fragrance products is 10 times that of the overall market... Every more detailed population label contains infinite new opportunities.

On the supply side, more detailed industry insights are conducive to the incubation of new products and help new brands to explode. Data shows that in the past year, 73 new brands on Tmall Beauty had sales of over 100 million yuan, and showed a trend of growth of over 50%, among which the contribution rate of super single products exceeded 30%. Taking PROYA as an example, in the past year, PROYA's super single product Ruby Cream has sold more than 6.7 million units in total, and the new product Morning C and Evening A Essence has sold more than 600,000 units after upgrading. Next, Tmall Beauty will continue to accelerate the growth and explosion of goods in each echelon of the brand through tiered operations, focusing on accelerating the incubation of potential super single products to support brands to go further and more steadily.

On the live broadcast side, Tmall Beauty has focused on the "store broadcast + live broadcast dual-wheel operation" model, and joined hands with brands to find new growth. In the past year, Tmall Beauty has created more than 500 self-broadcast brands, and a series of high-quality influencers such as Zhang Xiaohui, Yu Dagongzi, Qianhui, and Xianmu Teacher have been introduced. Vertical anchors are constantly being discovered and incubated. At present, Tmall Beauty has cooperated with more than 100,000 vertical anchors, and the overall number of partners has increased by 150% year-on-year.

The continuous emergence of new anchors in the segmented tracks has also brought about an increase in vertical category transactions, such as a year-on-year increase of more than 4,500% in wigs, a year-on-year increase of 445% in nail art/wearable nails, and a year-on-year increase of nearly 150% in the essence oil category...

Focusing on brand growth is Tmall's core goal for 2024. "In the first half of the year, our platform investment nearly doubled, and the long-term operating ROI of brands has been growing steadily; in the second half of the year, we will further increase investment to ensure the certainty of brand growth." Mu Shan said, "We hope to work with brands to innovate and find a certain growth path amid uncertain changes."

(Source: Jimu News)

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