Xiaohongshu beauty insight report reveals the outbreak of domestic products, brand attention increased 85 times

On August 20, xiaohongshu and Ipsos launched it to analyze the changes in the beauty industry based on big data. The report shows that the consumption of beauty content for groups under 18 years old in xiaohongshu has increased by 158%. With the popularity of young people, the explosion of domestic brands has accelerated, and the marketing of planting grass based on social platform content is profoundly affecting the growth of beauty brands.

according to the report, the domestic beauty industry was also affected by the epidemic from January to March, but the retail sales of cosmetics recovered rapidly in April. It is estimated that cosmetics consumption will reach 316.4 billion yuan in 2020. At the same time, planting grass on social platform content plays an important role in beauty brand marketing. 36% of users get beauty information through social media, and 7% of beauty users will be “planted grass” after using social platform.

as the most advantageous category of xiaohongshu for a long time, the consumption of beauty content continues to grow rapidly in xiaohongshu. At present, the monthly active number of xiaohongshu is over 100 million, and in June 2020, 56% of active users have consumed beauty content; in the first half of 2020, the beauty creators of xiaohongshu increased by 192% year-on-year, and the overall note publishing volume of beauty book increased by 108%. It is particularly noteworthy that the video content broadcast volume of beauty book has increased by 113%, which provides rich traffic support for the growth of brands in xiaohongshu.

with the development of community platform and UGC content of beauty, the consumers of beauty content tend to be younger. Among them, the consumption of beauty content of people under 18 years old has increased by 158%, and the consumption of skin care and personal care has increased by 241% and 239%.

from the perspective of gender, men’s consumption of beauty content in xiaohongshu increased by 46% year-on-year, and men aged about 25 years old in the first tier and new tier cities are the main force of the beauty crowd. In terms of content preference, men’s preference is skin care. In the first half of this year, the focus on skin care increased by 67%, and the growth rate of personal care was more obvious. Some men’s skin care brands such as lab series of Estee Lauder group also pay more attention to the operation of xiaohongshu.

according to the data, in the first half of 2020, the consumption of domestic brand content on xiaohongshu platform increased by 65.9% year-on-year, far exceeding European and American brands and Japanese, Korean and Thai brands. In terms of the proportion of total content, European and American brands still occupy an absolute advantage, but the proportion of domestic brand content consumption increases significantly.

from the perspective of the three sub categories of Volkswagen, mid high end and high luxury, although European and American big brands occupy the high flow rate, the growth rate of domestic middle and high-end brands and domestic popular brands is bright, and the domestic popular brands have a trend of explosive growth.

at the same time, the whole domestic cosmetics and skin care market presents a fierce competition and rapid growth trend. From the perspective of content consumption trend, some new and cutting-edge domestic brands have an amazing growth trend in the first half of 2020. Among them, colorkey has increased by more than 85 times, while the growth rate of girl cut and Maru Mei has reached about 30 times and 40 times respectively. At the same time, the online marketing of domestic brands is constantly surprised, and the domestic beauty brands are getting rid of the “low price and low quality”, creating a “affordable and high-quality” consumer reputation.

an obvious trend is that beauty brands are taking new channels and platforms as the main positions to reach the target users, and establish user trust through “word of mouth mass innovation”, which has become a key link in the rise of beauty brands, especially new brands.

we have more than 30 million Kocs on the little red book platform. Brand influences the consumer behavior of users by influencing Koc to establish word-of-mouth in the community. Users share the consumption experience and then influence the brand and other users in reverse, forming a positive cycle. This shows that the content marketing of brand will gradually move from KOL co creation to consumer co creation.

in early 2020, L’Oreal photon bottle launched a new product incubation attempt in little red book. L’Oreal started with Koc, launched new product trial through enterprise number, and encouraged users to share real use experience. After the product was accepted by users, it cooperated with KOL brand to obtain greater exposure; then it used commercial flow and tools to reach more users, and finally completed transaction transformation through live delivery. This series of actions made the photon bottle become the sales champion of L’Oreal’s Little Red Book flagship store this year, and it was out of stock for many times. The massive data in

Xiao Hong book has also become a reference for brand promotion and strategy formulation. For example, the trend of search from red books shows that users’ demand for sun protection has been warming up since February. From February to May, it can be used as the focus month for sunscreen products; and from July summer, many users have started searching for winter cream products, which is in 7-10 months. There was a significant increase.

at the future brand conference held in July, xiaohongshu announced to support lifestyle brands including beauty brands from three directions: lowering the entry threshold of enterprise number, supporting 10 billion traffic and Koc connection plan.

on August 15, xiaohongshu launched the online video number, once again established a 10 billion traffic pool, providing traffic support for creators of lifestyle videos including beauty, and producing more high-quality content.

the person in charge of xiaohongshu said, “in the future, xiaohongshu will continue to launch various supporting policies such as beauty make-up to attract more users, creators and brand businesses to join xiaohongshu, so as to meet the needs of users for high-quality beauty content, and provide support for the growth of brands in xiaohongshu Focus