New categories grow rapidly! Tmall upgrades four industries: men's, perfume, pets, and trendy toys

At the 58th Beauty Expo held in Guangzhou recently , Ji Yun, general manager of Tmall's fast-moving consumer goods division, revealed that Tmall has split four categories, namely men's, perfume, pets, and trendy toys, from the original industries and operated them independently, making them Tmall's first-level industries.

Cultivating new categories has always been one of Tmall’s strategies. The above measures mean that the strategic positions of the four categories of men’s, perfume, pets, and trendy toys have risen, and new brands in these industries will usher in benefits, which is equivalent to opening up a new track for them, and will invest exclusive resources to cultivate new "unicorn" brands in the next five years.

Are men also starting to become obsessed with appearance?

At the Beauty Expo, the most popular topic was the new market of men's grooming. Women have always dominated the beauty market, and the market for men is a blue ocean.

In October 2019, Li Jiaqi recommended a high-end men's skin care product in a live broadcast. The product was priced at more than 500 yuan after a 50% discount, but the comments were all "he doesn't deserve it". The products that used to be sold out in seconds were unsalable that time. But the story soon turned around. In 2020, Tmall's "Double 11" men's cosmetics inventory increased 30 times year-on-year.

This number is still growing this year. Xindi, general manager of Tmall Beauty, revealed at the "China New Brand Ecosystem Forum" event at the China Beauty Expo: Men's cosmetics and men's body care are two categories that have achieved more than triple-digit growth on Tmall.

New domestic brands focusing on men's care, such as Li Ran, Jinan, and Lan Xi , have also achieved explosive growth on Tmall. The head of Li Ran's e-commerce business said that as many men begin to "make up" themselves, men's natural makeup cream, sweat-removing spray, and hairspray have become their must-have "three-piece set for clubbing."

Why should the men’s category be operated independently?

Jiyun said that if Tmall is likened to a shopping mall, beauty products are the first floor of Tmall, and all route designs and shopping experiences are designed around the core group of beauty products, that is, women. Now, Tmall has separated the men's makeup counters from the beauty floor and set up a "new floor" specifically for them. "According to their shopping habits, shopping paths and characteristics, their specific needs are met."

Perfume is about to explode

In addition, perfumes, fragrances and aromatherapy have also been separated from the beauty, automotive, household cleaning and other industries and operated independently, becoming a "first-level category" on par with "beauty".

Previously, perfume sales online have been tepid due to high unit prices and uncertainty in fragrance descriptions. However, consumer demand is growing, with sales tripling in four years. After several years of preparation, perfume is about to explode online.

Among them, the category of aromatherapy ornaments on the Tmall platform increased by 17 times year-on-year in 2021 , which also attracted a number of new brands to join the market . Scentooze Santu is a new national style brand that has been deeply involved in this sub-category. Taking advantage of the Tmall National Style Awards, the first model of the Wei Zhong Ya Xiang Tang Palace Lantern Incense Candle was launched, and hundreds of national style experts were invited to perform in a fancy way, allowing an unknown new brand to achieve a breakthrough in influence. With the previous momentum, another new product it launched, " Jinbu Fragrance Cream ", topped the Tmall Fragrance Cream category on the first day of its launch .

Cultivate 100 new beauty brands with a value of RMB 100 million

Beauty and cosmetics are a gold mine for new brand startups. How will Tmall help new brands take off and cultivate the next unicorn?

Xiao Lan, head of Tmall Beauty's new brands, said that Tmall Beauty will help new brands grow by exploring the three parts of the matrix, including brand exploration, ecological alliance and rocket plan .

In terms of brand discovery, Tmall Beauty will not only focus on entrepreneurial brands, but also on group sub-brands, brands from industrial belts, and brands incubated by the government and e-commerce associations;

In terms of ecological alliance, Tmall Beauty has advantages in trend insight, raw material supply, visual design, TP agency, MCN agency, capital, new brand incubator, media, government linkage, etc., and has built a complete ecosystem;

In terms of the Rocket Plan, Tmall Beauty will track the brand's GMV progress in stages, arrange industry staff to provide coaching and answer questions, and provide basic online training courses; offline, Tmall will connect brands with ecological resources and provide anchor product selection meetings.

Tmall Beauty hopes to provide new brands with not only sales channels, but also the integration of brand operations from crowd to scene, from product to content , to help new brands grow rapidly on Tmall and gain insight into changes in consumer demand through data-based operations . Tmall also plans to create 100 new beauty brands with annual sales exceeding 100 million yuan within three years.

In terms of brand discovery, Tmall Beauty will not only focus on entrepreneurial brands, but also on group sub-brands, brands from industrial belts, and brands incubated by the government and e-commerce associations;

In terms of ecological alliance, Tmall Beauty has advantages in trend insight, raw material supply, visual design, TP agency, MCN agency, capital, new brand incubator, media, government linkage, etc., and has built a complete ecosystem;

In terms of the Rocket Plan, Tmall Beauty will track the brand's GMV progress in stages, arrange industry staff to provide coaching and answer questions, and provide basic online training courses; offline, Tmall will connect brands with ecological resources and provide anchor product selection meetings.

Tmall Beauty hopes to provide new brands with not only sales channels, but also the integration of brand operations from crowd to scene, from product to content , to help new brands grow rapidly on Tmall and gain insight into changes in consumer demand through data-based operations . Tmall also plans to create 100 new beauty brands with annual sales exceeding 100 million yuan within three years.

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Fast Moving Consumer Goods

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