Men's "appearance involution" brings new brands to the fore, 30 million men buy skin care products on Tmall

The reporter learned that 30 million men buy skin care products on Tmall, and the growth rate of men's grooming products on Tmall is as high as 3 times. When men begin to "involve in appearance", where are the opportunities for new brands in the fiercely competitive beauty market? Tmall revealed that men's care and fragrance and aromatherapy industries are the trend outlets.

Provide "full-time companionship" service for new brands

At the "Best-selling Chinese" new beauty brand private meeting held recently , third-party data agency Huno Digital shared, " This year, China's male skin care market will reach 10 billion in size, and will more than double in the next five years . Male consumers' online skin care consumption is also showing an upward trend year by year. The number of users with monthly sales of more than 1,000 yuan has reached 120 million this year . "

As the largest online platform, Tmall has a huge number of male consumers. In the past two years , 30 million men have purchased skin care products on Tmall , and there are 40 million potential consumers to be tapped.

Picture: When men also start to "involve in appearance"

Nowadays, men's skin care consumption is no longer just a simple cleansing demand, but also includes the repair of sensitive skin. Creams, eye creams and sunscreens have also become the categories they choose to buy. This group of people is mainly concentrated in the 25-29 age group. Most of them are single and have the need to improve their self-image. In the fiercely competitive beauty market, the penetration rate of international big brands in the men's care field is not very deep, which gives new brands a great opportunity .

In response to this, Tmall has also upgraded its "Rocket Plan" to support new beauty brands . The plan is mainly aimed at new merchants who have been settled in for one year, providing "whole-time companionship" services, establishing exclusive docking groups, and helping them familiarize themselves with platform rules, products, and operations. In addition, there are opportunities for "offline diagnosis" and information dialogue and exchange opportunities through brand merchant conferences. In addition, it will strive for platform resources for new merchants and new brands and create exclusive venues.

Where are the opportunities for new brands in the beauty market?

At a recent sharing session held by Tmall FMCG Navigator and Qingqu Digital Intelligence , Xin Di, general manager of Tmall's beauty industry , said that new brands are penetrating younger people through new categories. The beauty industry, which seems to be a fierce competition, is also constantly emerging with new opportunities due to technological innovation and unmet consumer demand.

Caption: Xindi, General Manager of Tmall Beauty, shares " 2022 Beauty Trend Categories"

Perfumes and aromatherapy, which have just been upgraded to the first-level category, are also an opportunity track. The entire perfume market has been showing double-digit growth since 2018. In the past year, the growth rate of perfumes and aromatherapy on Tmall exceeded 40%, of which young customers accounted for more than 40%. New customers accounted for more than 80%, and many young new customers bought perfumes for the first time on Tmall.

When Tmall proposed to become a D2C platform in October 2021 , it also proposed a "dual-wheel drive" methodology that brands should focus on consumer operations and product operations . The beauty industry is a typical industry driven by consumer operations. It values ​​accurate insights into consumer needs and also needs to explore potential trend tracks.

How beauty brands can make potential users become their consumers and members, and keep repurchasing is a proposition for all brands. "The combination of data and marketing is the core growth point of brand new product content promotion. Through data insights to optimize the complete chain of Nickname creation, scenario-based content production, high-value influencer cooperation and Taobao linkage, the efficiency of brand new product content promotion will be greatly improved." said Olivia, deputy general manager of Qingqu Digital Intelligence.

Tmall

Men

Skin Care