A few days ago, Feigua produced the "April 2024 Short Video and Live E-commerce Marketing Monthly Report", which shows that in April, the weather is gradually getting warmer, and "spring marketing" around keywords such as seasonal change period and outing has become an unavoidable keyword in various industries. At the same time, there are also many brand merchants who have deployed summer products such as ice cream and electric fans in advance to seize the market, triggering a rush to buy in multiple categories. The monthly report reveals the best-selling categories in April, and "FMCG" excerpts the big FMCG-related categories and organizes them as follows:
Insect repellent supplies
As the weather warms, mosquitoes, fleas, ticks and other pest activities are becoming more frequent, driving the popularity of related goods on Douyin to rise, data shows that the sales of Douyin insect repellent products in April exceeded 200 million, an increase of 91% over the same period in 23, and the market scale has further expanded. Among them, people's demand for household insecticide and mosquito repellent liquid is large, accounting for 32% and 19% of sales respectively.
From the point of view of pain points, consumers' demand for cockroaches on Douyin far exceeds that of other insects, especially the easy-to-use spray products are the most popular, accounting for nearly 3 percent. At the same time, the sales performance of cockroach bait was also good, with sales increasing by 692% month-on-month. Judging from the review keywords, product price and safety are the main factors for consumers to buy.
"FMCG" learned that BASF, a brand that is deeply involved in the home track, mainly promotes insecticidal spray, highlights the core scene of "killing cockroaches" by rotating cockroach gifs and product demonstrations in the live broadcast room, and emphasizes key copywriting such as 7-day trial and dismantling and returnable on the page to help dispel users' doubts about purchasing and successfully promote the brand's sales growth, and the brand's sales in April were 7.5 times that of the same period last year.
Ice cream category
As temperatures climb day by day, the peak season for ice cream consumption is approaching. Thanks to the maturity of cold chain logistics, the online platform of the ice cream category has shown a strong "ability to absorb gold". In April, the ice cream category on the Douyin platform increased by 173.9% month-on-month, far exceeding the parent category. In addition, with the increase of health awareness, ice cream products that are more in line with people's dietary concepts, such as low sugar and 0 trans fat, have increased significantly.
FMCG learned that the production areas of this month's hot ice cream are mainly concentrated in Chinese mainland, with vanilla, milk and jasmine becoming the top 3 main ingredients in sales, and the highest year-on-year growth is fresh fruit, soda and sea salt. At the same time, many of the best-selling product specifications are mainly combination packs, gift packages, with the blessing of cold chain logistics, through a variety of flavor combinations to meet the demand for stockpiling, enhance the market competitiveness of products. In addition, in April, the top 5 sales popularity of Douyin ice cream category were Yili, Xu Moumou, Baxi, Helu Xue, and Menglong.
In addition, in the "pet mat" track, category sales in April increased by 150% month-on-month, and increased by 1718% over last year, further releasing the potential of the track, or will become a new nugget continent for pet products brands.
(Source: Feigua Data)