On May 8, the Kuaishou E-commerce Personal Care Day 100 Summer Renewal Summit was held in Guangzhou.
At the meeting, Kuaishou e-commerce focused on the two major marketing nodes of summer and Kuaishou 618 promotion, focusing on interpreting the development trend of the platform, and more than 300 key merchants in the personal care, daily hundred, and home cleaning industries were present. At the scene, Kuaishou e-commerce personal care Ribai industry released a white paper on industry insights, and introduced a number of merchant support plans such as flywheel and star push to help merchants clarify their business focus and grasp the business rhythm.
In addition, Kuaishou e-commerce personal care industry released the "Top 10 Star Push Products in the Personal Care Industry of Personal Care Day100", which continues to help high-quality brands enhance the awareness of Kuaishou channel users, create a popular grass mentality, and help merchants open a new chapter of win-win growth.
At the same time, Kuaishou E-commerce also awarded the Personal Care Day 100 Industry Award to commend outstanding merchants and talents. The event awarded "Top 100 Cutting-edge Merchants on Personal Care Day", "Top 100 Influential Merchants on Personal Care Day", "Top 100 Outstanding Group Leaders on Personal Care Day", "100 Grass Officers on Personal Care Day", "100 Star Promoters on Personal Care Day" and other blockbuster awards.
More than 120 merchants exhibited new products for the spring and summer of 2024, and more than 50 experts and group leaders such as Brother Li, Bobo, Cheng Lisha, and Gao San selected products on the spot.
As a short video live streaming platform with an average monthly active user scale of 700 million and a total annual e-commerce transaction volume of more than one trillion yuan, Kuaishou has built a unique and differentiated brand position, and the platform traffic value, user value, and e-commerce value continue to be released. Relying on the strong growth momentum of the platform, the Kuaishou e-commerce personal care industry will develop rapidly in 2023, showing a continuous growth trend at both the supply and demand ends, and the GMV scale will increase significantly compared with 2022.
On this basis, a number of sub-categories of Kuaishou e-commerce personal care industry show huge growth potential and market space. From the perspective of subcategories, the growth rate of paper wipes, shampoo and hair care, clothing cleaning, body care, and tableware is much higher than the industry average. Among them, in 2023, the tableware category will increase by 193% year-on-year, with the highest growth rate; The paper wet wipes category has the largest annual increment.
At the meeting, Kuaishou e-commerce released the hot spots and trends of the 100 sub-categories of personal care days, providing a more accurate direction reference for the deterministic growth of merchants. Kuaishou data shows that in 2023, the quarterly search volume of paper wet wipes will increase by 252% year-on-year, and the single product of dry paper will rise sharply, and wet wipes and wet toilet paper will be welcomed by Lao Tie; In the shampoo and bath category, the quarterly search volume of shower gel increased by 168% year-on-year, and shampoo sets and body scrubs and exfoliating creams were on sale; Quarterly searches for laundry cleaning increased by 200% year-on-year; In the category of kitchen utensils, the quarterly search volume of pots and pans increased by 204% year-on-year, and iron pots and ceramic tableware were favored.
In addition to bringing insight sharing of business opportunities, Kuaishou E-commerce also comprehensively interprets the operation strategy of the personal care industry on the spot, providing merchants with a global business guide. Focusing on the three major business fields of live broadcast, short video, and pan-shelf, as well as the three major business strategies of good goods are king, open source drainage, and price wins, Kuaishou e-commerce personal care industry has also launched the Fuyao Plan, Chuanliu Plan, Daily Plan, and Star Acquisition Plan to help merchants achieve global business growth.
Specifically, in the field of live broadcasting, Kuaishou e-commerce recommends that merchants pay attention to both store self-broadcasting and influencer broadcasting, and find the rhythm of the platform during the big promotion period to improve the broadcast duration. In terms of broadcasting, understand the schedule of the talent in advance and do a good job in the negotiation of the commodity mechanism. On explosive products, do a good job of water storage and explosion. The two major support policies of Chuanliu and Fuyao will further help businesses to do big.
In addition, Kuaishou e-commerce also released the 2024 marketing map of the personal care industry at the summit site, through 6 platform promotions throughout the year, 3 A-level + 1 S-level marketing activities throughout the year, covering the 2 major merchant marketing IPs of "Super Brand Day" and "Kuaishou Little Black Box" throughout the year, as well as special marketing methods such as "Supermarket Hoarding Festival" and "Super Factory Month" to help merchants achieve long-term business growth and node explosion.
With the release of the potential of Kuaishou's e-commerce market and the growth of global business, more and more merchants in the personal care industry will achieve stable operation and rapid growth in Kuaishou and leverage new business increments. (Reporter Zhao Qi)