As of the end of January 2023, more than 110,000 beauty creators are active on Kuaishou.
Source | Gather beauty
Author | Recently, Kuaishou E-commerce held a gravity conference, with the theme of "Gravity Convergence, New Life", releasing new development strategies and layouts in 2023, and working with multiple partners to unlock stronger increments in business development. At the beauty sub-venue of the Gravity Conference, the person in charge of Kuaishou E-commerce Beauty and Personal Care Industry Operation Center disassembled from user ecology, beauty industry operation strategy, 618 core gameplay, etc., and announced that Kuaishou will strive to build 100+ beauty brands with an annual scale of more than 100 million yuan, and strive to become the largest growth product-effect integrated e-commerce platform in the beauty industry in 2023.
The unique ecology creates a high-value user group and a prosperous ecology releases a wider incremental space
As Kuaishou e-commerce market continues to expand, the trust relationship between users continues to strengthen, and the prosperous ecology opens up marketing space to beauty brands. At the same time, Kuaishou has also opened up a broader marketing stage for brands to cover entertainment, sports, technology, aviation and other fields.
Among the many incremental opportunities, Kuaishou e-commerce's unique population, small-town youth, has become the core and focus of beauty brands in Kuaishou marketing. Zou Ji'an, head of Kuaishou e-commerce beauty and personal care industry operation center, believes that small-town youth are a group of people with high happiness and dare to spend money, compared with front-line people with housing loans and car loans, small-town youth have unique strong purchasing power.
"In Kuaishou E-commerce, the unique user market will open up a large number of uneducated consumer groups to brands. After continuous operation and multiple reaches, the brand will achieve efficient conversion of new customers and precipitate high-repurchase and high-value brand group assets. He said.
Specific to the beauty track, in 2022, the annual transaction of Kuaishou e-commerce beauty experts exceeded 100 million by nearly 40 people, more than 50 brands exceeded 100 million throughout the year, and nearly 300 beauty live broadcasts exceeded 10 million. The group of buyers and sellers is growing rapidly, the number of distribution reaches is steadily increasing, while short video and shelf scene transactions are growing, product categories tend to be diversified, and the repurchase rate and unit price are gradually increasing.
In terms of content ecosystem construction, the number of beauty creators continues to grow, and as of the end of January 2023, more than 110,000 beauty creators are active in Kuaishou. At the same time, users' attention to content tends to be refined and comprehensive. The continuous growth trend of Kuaishou e-commerce beauty industry and the booming content ecology will release more marketing opportunities for beauty brands.
Xia Xia, founding partner and editor-in-chief of Jumei, a professional new media and research institution in the cosmetics industry, also pointed out in the beauty sub-venue of the gravity conference that at the time of the paradigm change of the beauty industry in 2023, Kuaishou platform, which builds user relationships with people, will create unique value for brand marketing.
2023 is considered to be a year full of uncertainty in the cosmetics industry, but Summer believes that this year is precisely the most certain year from the perspective of the growth of the beauty industry, because the characteristics and differentiation of major platforms tend to be stable, and brands can increase from the inside through refined operations for platforms, and there is still a lot of room for imagination.
In contrast, today's Kuaishou e-commerce diversified DAB can support small trial and error of brands, quickly run through the smallest business closed loop, and achieve from 0 to 1. High viscosity traffic has strong explosive power, and the brand can break the circle of communication, from niche to mass, and achieve a jump from 1 to 10. Coupled with the focus of Kuaishou platform on upgrading its new business this year, its shopping malls, searches, recommendations, stores, etc. are all being upgraded, which deserves the continuous attention and investment of beauty brands.
In the era of scorching traffic, how can beauty brands look for definite increments in the existing market
Seventh, the "new" strategy empowers growth and comprehensively grasps the opportunities on the track
In order to help brands seize marketing opportunities and reap stable increments, Kuaishou e-commerce beauty industry will continue to implement seven "new" strategies in 2023, providing comprehensive assistance for brand marketing in seven aspects: new supply, new distribution, new users, new scenarios, new marketing, new experience, and new infrastructure.
The new supply strategy will focus on supporting the development of high-potential growth categories in beauty and personal care, and help new brands, new categories and new products grow in Kuaishou.
The new distribution strategy will focus on Merchant Matchmaking, launch different support priorities for different levels of MerchantTech, promote the diversification and differentiated development of goods in the industry, and further help create more popular products. At the same time, on the influencer side, Kuaishou e-commerce beauty pendant experts, agency experts, non-beauty e-commerce anchors and other diversified types of influencers will provide more distribution options for beauty brand merchants.
In order to empower businesses to develop in the same direction, Kuaishou E-commerce will increase the network plan, optimize the traffic pool connecting Qi Da distribution and brand self-broadcast through algorithms, and use traffic to help continuously empower brands to achieve distribution + self-broadcast linkage development. The essence of the Transstream plan is to help merchants locate customer groups through influencer distribution, and accurately recommend this group to merchants for self-broadcasting, and also reward distribution experts with traffic, so as to realize the same direction of merchants and influencers and make a bigger cake together.
Under the new user strategy, Kuaishou E-commerce will reconstruct the global distribution link of high-quality content to help brands efficiently reach and convert potential users. Beauty brand merchants can use traffic incentives to promote public domain traffic acquisition, further precipitate users through brand store broadcasting, membership operation, and high-quality talent binding, etc., enhance brand mentality, and achieve stable improvement of GMV.
In the new scenario strategy, major transaction scenarios such as pan-shelf, product list, and short video will release more commercial conversion space for beauty brands. In the pan-shelf market, the mall, search, and store membership pages have provided more than 100 million visiting users, which is more conducive to the growth of high-quality products into explosive models. In addition to pan-shelf, short videos are growing into a new track for Kuaishou e-commerce growth. Zou Ji'an proposed that short video scenarios have the advantages of fast order explosion, small external influence, low cost, and large crowd increment. Kuaishou E-commerce will also provide platform rights and interests such as service protection for short videos, exemption for newbie villages, and business guidance services such as product selection suggestions and material guidance.
In terms of new marketing strategies, in 2023, Kuaishou E-commerce will launch diversified platform promotions and beauty industry promotions to create marketing opportunities. At the same time, Kuaishou Super Brand Day marketing IP will also help brands build phenomenal events and provide full-cycle, full-link, full-reach marketing support.
In terms of new experience strategy, Kuaishou E-commerce will further build platform trust guarantees, and give high-quality brand merchants labels and lists such as brand direct supply, global purchase, source good things, and worry-free validity period, which will be revealed throughout the consumption chain. At the same time, Kuaishou E-commerce will launch a store experience score and a word-of-mouth score to comprehensively evaluate merchants' services and anchors' ability to bring goods respectively, so as to help operators improve efficiently and bring more resources to them.
The new infrastructure strategy will improve the four major aspects of category construction, merchant tools, commodity power model and merchant governance, and further promote the implementation of the other six new strategies with solid platform infrastructure.
Multi-dimensional policy incentives and precise industry support help beauty brands play 618 promotions
Under the implementation of the seven "new" strategies in the beauty industry, Kuaishou E-commerce will open up multi-dimensional policy support in 2023, such as merchant cold start support, cash support, traffic support, marketing support, product support and operation support.
At the same time, in the beauty industry, a number of business support policies will further help the development of brand merchants. The recruitment policy opens up millions of investment incentives to new merchants to self-broadcast, the large-scale sprint policy uses commercialization to help existing merchants to reach a high market, the daily sales cashback policy provides incentives for small and medium-sized businesses to sprint increments, and the talent distribution policy helps merchants to match in the form of subsidies.
At the meeting, Zou Ji'an took high-quality merchants and anchors as cases to introduce effective ways for the beauty industry to achieve growth. For example, from early planting and fine composition, to large-scale outbreaks, precipitation and repurchase, Proya has created a closed loop of planting grass and pulling grass; With the help of expert marketing, Gu Yu has achieved stable growth under the three-step strategy of "effective seeding", "precise blocking" and "efficient pulling"; Tina integrates self-sowing + distribution + grass planting to achieve efficient transformation with full-link operation; The anchor Cat Qiqi combined the previous deep grass planting + star platform live broadcast room, and achieved more than 100 million in the field.
For the upcoming 618 promotion, Zou Ji'an also introduced a variety of gameplay. During the 618 promotion period, Kuaishou E-commerce will launch a policy of big-name supplements in the live broadcast room, recruit high-quality explosive models and create cost-effective official pallets with price subsidies. Merchants can enjoy commodity subsidies, interest-free subsidies and other support; Influencers who achieve incremental GMV goals can also enjoy replenishment rewards.
During the pre-sale period from May 18 to 31, merchants and influencers will participate in the pre-sale, and the GMV of pre-sold products that meet the standard can enjoy subsidies and additional weights. During the official event period, Kuaishou E-commerce will also launch special gameplay such as consumption money, category days, large-scale traffic support, anchor rankings, national tasks, and interest-free installments, opening up more incentives to help brand merchants and influencers steadily seize the big promotion traffic.
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