Last time we said that among the TOP100 hot-selling commodity categories of station B, beauty care products are far ahead, accounting for 52%.
(B station TOP100 hot-selling commodity category distribution data source: Fire Cloud Data)
It can be seen that the beauty track of station B today has indispensable value for the traffic acquisition of the brand side and the entry and monetization of content creators.
So today, we will start from the most mature beauty area of station B e-commerce, focus on the beauty content ecology of station B, and discuss the new trends in the beauty area of station B today, and what new opportunities and challenges content producers and brands will face.
1. New trend of beauty at station B: the rise of men's beauty and skin care
Entering 2023, the beauty reports of major platforms are telling us: men's demand is growing strongly, traditional gender stereotypes are changing, and male beauty consumer groups cannot be ignored.
According to the 2021 "Other Economy" research report of China Mobile Think Tank, the proportion of male users who purchase beauty and skin care products in a year exceeds 50%, the average purchase frequency of more than 2 times per quarter reaches 70%, and the purchase amount of more than 900 yuan in a year exceeds 50%.
The number and scale of male consumers in beauty and skin care products are constantly growing, and they have become the new darling of the beauty market.
According to the hot selling product list of Huoyao Cloud data, in the hot sales list of beauty care products last month, men's beauty care products accounted for 17%, TOP20 accounted for 45%, the average monthly increase of playback can reach 500w+, and the total monthly sales exceeded 100 million.
This shows that men's beauty care products are not only dynamic in station B, but also have a very good effect.
So the question is, why does it sell well at station B?
In fact, it is because the user portrait of station B is dominant: the ratio of male to female users of station B is 57:43, users aged 18-35 account for 78%, and the average age of users is 21 years old.
The younger users of the platform mean that the acceptance of novelties is significantly higher, and the high proportion of male users provides the soil for brands to open up the male beauty market.
Therefore, men's beauty care products can rise at station B, and make station B an excellent position for men's beauty launch.
So how are men's beauty care products delivered at station B?
2. Station B men's beauty care products delivery skills:
1) Segment product categories
If you want to analyze the skills of merchandising, you must start with the product category.
When Burning Cloud Data counted the list of hot-selling products on station B, it found a phenomenon: in terms of beauty care, women pay more attention to lipstick and anti-aging, while men pay more attention to facial care.
With the development of the industry, the men's beauty category has exploded into more layers of demand.
As far as the current situation of station B is concerned, the hot-selling men's beauty care products can be roughly divided into five categories: skin care products, facial cleansing products, body cleansing products, shaving products, and perfumes according to product types.
These five categories are relatively mature in the ecology of men's beauty goods on station B, they are all just needs in men's lives, and they just meet the strong male user base of station B.
In addition to these mainstream categories, we can also find other new growth points.
For example, you can try to consider the daily details of boys, find the pain points in their lives, and continue to subdivide the category. Like shoe deodorization, styling hairspray, etc., as long as they are used in men's lives, they can be used as a new category.
For male consumers, he may sometimes not be clear about their needs, but as a brand, he must help them understand, because demand can be created, and product categories can be continuously segmented.
2) Combine with the constituent party
In addition to the category, the product itself also has certain skills to bring goods.
Huoyun data analyzed thousands of excellent B-station delivery videos, and concluded that the combination of B-station male beauty content and component party has become the mainstream.
For example, in the following example, the goods are an acne mark serum. UP master through the science of product ingredients, tell users that the reason why this acne essence is useful is because the product contains ingredients that can inhibit melanin and make acne marks lighter.
This will not only make the product effective, but also leave a professional and reliable impression on the user.
Therefore, taking ingredients as an important selling point in men's beauty content can provide professional consumption decision suggestions for male users known as rationalists, so that they can quickly perceive the direct value of the product.
3) Highlight efficacy words
In addition, product effectiveness is also an important consideration for male consumers when purchasing products.
How to let users effectively perceive the product effect? Highlight efficacy words.
In station B, men's beauty products usually combine the consumption characteristics of men's economic "refinement" to refine efficacy words.
As shown in the figure, from the screenshot of the homepage of the UP master, we can see that things like "acne scars", "eliminate dark circles", "remove bad breath", "say goodbye to smelly feet", etc., can be listed as male efficacy words.
The so-called "efficacy word" is what function the product can provide users with, what effect it produces, and then combine the pain points in men's daily life to tap their needs.
The advantage of this is that putting the efficacy word in the title and cover allows users to immediately perceive their own needs and link them with the value of the product to impress.
4) Selling point visualization and scenario
After talking about the method, when creating specific videos later, we should also pay attention to the visualization and scene presentation of product selling points.
Look at whether the selling point of the product can be expressed by video, and can be expressed by video, such as the following men's dark circles eye cream, generally release a comparison chart of the effect before and after use, allowing users to directly see the effect of the product.
What cannot be expressed in video can be replaced by scenes, such as the following perfume product, which puts the product (perfume) in the scene of men and women falling in love, and uses smell to attract each other.
In short, what cannot be perceived across the screen is placed in a specific scene, which can increase the user's sense of substitution.
Of course, in the final delivery video presentation, it is also necessary to choose the form that is most suitable for the product.
To summarize, the skills of bringing goods for men's beauty products at station B, we summarize four points here: subdividing commodity categories, combining with ingredient parties, highlighting efficacy words, and visualizing and scene-based selling points.
It can be seen that the rising male consumers are injecting fresh blood into the beauty industry, which also means more opportunities for B-site content creators.
3. The suitability of different types of UP main and male products
So, in the face of the ecology of male goods at station B, how is the suitability of different types of UP owners and male products?
First of all, the male UP master, needless to say, they have advantages in product evaluation, trial, etc., the same boys, try male beauty care products, can directly let users see the effect, more convincing;
The female UP master firmly occupies the gender advantage, and sometimes we will find that some male goods brought by the female UP master will have a better effect than the male UP master.
Why is this the case? Some experts believe that in the context of the "male appearance economy", women's requirements for male appearance will be internalized into men's requirements for their own appearance.
Later, the results of the Hummingbird Questionnaire on the "Survey Report on Men's Makeup Attitudes" also confirmed this, and more than 40% of men's makeup was "hoping to cover up the defects in appearance and win the favor of the opposite sex with a perfect and handsome appearance".
In addition, female UP owners can also find another way, not to choose male products, but to choose female products dominated by male consumer groups, such as the following menstrual care device.
Menstrual care device is for girls, but in fact, few girls will take the initiative to buy it, because most girls will take it for granted that this is an IQ tax product after truly experiencing menstrual stomach pain. For boys, this product represents the care for the girlfriend's special period, so it must be bought.
There is also a type: couple UP master.
Their advantage is that they can bring both women's goods and men's goods at the same time, and they can also take advantage of the daily life of the couple to bring out the product naturally, which not only strengthens the main attributes of UP, but also produces good results.
Finally, we would like to say that the ecology of male beauty goods on station B has become more and more mature, and it continues to attract many young and personalized brands to seize users.
However, opportunities and challenges coexist, and brands must grasp the new marketing vane and master the correct delivery and delivery skills in order to get sufficient feedback in the future B-station beauty market.