195 new FMCG brands ranked first in their categories. Tmall is the shortest path from hot-selling items to becoming a brand.

"The next ten years will be the golden age for new brands. We are both participants in this wave and runners-up for new brands." At the Golden Makeup Awards on April 13, Jiyun, general manager of Tmall's FMCG business unit , said that Tmall is willing to be a fuel and soil for brand growth, gain insights into trends and market signals, help them interact more effectively with the 800 million consumers on the platform , and create a chemical effect between brands and consumers."

In 2020 , 7,600 brands in the Tmall fast-moving consumer goods industry opened Tmall stores, 195 new brands ranked first in transaction volume in their subcategories, and 64 new brands had annual sales of more than 100 million yuan ... Facts have proved that Tmall is the shortest path to develop from a hit product to a brand .

Caption: Jiyun, general manager of Tmall's fast-moving consumer goods division, said at the Golden Makeup Awards that "Tmall is the shortest path from a hit product to a brand"

Jiyun said, "Tmall is a stage. We hope that in the future there will be both grand narrative chapters, such as some domestic big brands like Perfect Diary, and broad subcategories, so that every new brand has the opportunity to fully express itself and gain its own market and applause. "

Li Jiaqi, the new brand recommendation officer of Tmall Beauty and Skin Care, also said at the Golden Makeup Awards that in the past, when first-tier domestic brands came into my company, I would feel very honored. But now I think the era of domestic brands has arrived, because first-tier brands only say " I will give you some feedback " after listening to my suggestions. But the words of domestic brands that touched me the most were, "Jiaqi, give me seven days to do it again." This is the speed of domestic products, this is the speed of Made in China. This is the progress of the times and everyone's passion for doing things.

Why can new brands achieve explosive growth on Tmall ? Tmall is the shortest path from hot products to brands. It is the most suitable platform for brands to grow throughout their life cycle and complete the advanced path from new products to hot products, from single products to categories, and from selling goods to brands.

Specifically, Tmall Beauty will provide new brand entrepreneurs with support in "hot product incubation, category expansion, and brand building" to achieve refined digital operations in the post-traffic era. For example, Tmall T MIC can work with brands to develop new products, HeyBox can help brands to launch new products, and provide full-chain support such as the "Dark Horse Training Camp" for the growth of new brands .

Industry insiders said that the rise of new brands on Tmall is closely related to the 800 million high-quality consumers attracted by the Alibaba platform , whose annual consumption is as high as 9,000 yuan, far exceeding other platforms. Among them, nearly 200 million are young users born after 1995 , who love to "try new things" and are willing to pay for the value created by new brands .

Photo caption: Young women are trying out domestic beauty products at the Tmall Golden Makeup Awards.

" Forty percent of the products on the dressing tables of those born after 1995 are domestic products, " said Xiao Lan, head of Tmall's new beauty brands. These young people grew up in an era of national strength, and compared with those born in the 1970s and 1980s , they look at overseas brands more "at eye level" and care more about appearance and cost-effectiveness than brand halo.

Shandong Huaxi Biotechnology is the world's largest hyaluronic acid supplier. The group's new brand Runbaiyan has product advantages. Through co-creation with Tmall Xiaoer, it avoided the crowded track of hyaluronic acid and other products, and laid out the sensitive skin repair market. The "Ceramic Sensitive Large White Tube" launched by the group became a hit in cooperation with Tmall Heybox. The sales of the new product reached 23.52 million yuan in the first 24 hours, setting a new record for domestic products.

In addition, Guangdong-based electric toothbrush brands Roman, Usmile, and oral irrigator Soocas have, through cooperation with Tmall, overtaken overseas brands in their respective fields and become the new pride of domestic products.

It is worth noting that the rise of new brands on Tmall has also laid an excellent foundation for their international development . Perfect Diary's parent company was listed on the New York Stock Exchange. After becoming the No. 1 domestic cosmetics brand on Tmall, Huaxizi "expeditioned overseas" and set off a wave of "Chinese makeup" in Japan... The "Road to Attack of Domestic Cosmetics on Tmall" released by CBND ata shows that in just 5 years, new brands have embarked on a new growth curve of "starting on Tmall, competing offline, and setting sail overseas . "

Caption: Li Xiang, chief business analyst at CBNData, shares the data report "The Road to Advancement of Domestic Beauty Products on Tmall"

During the 2020 Double 11 shopping festival , the sales of Chinese cosmetics on the Tmall Overseas platform for overseas users increased by more than 10 times, ranking first among all export categories. According to data from the Lazada platform , Perfect Diary successfully won the title of the No. 1 cosmetics sales on Double 11 last year . In addition, Chinese cosmetics such as Flamingo, Zeesea, Katin, and Colorkey are also popular in the Southeast Asian market on the AliExpress platform.

"In the 1.0 stage , Chinese cosmetics companies were often acquired by international giants. In the 2.0 stage, they mainly started skincare businesses. In the 3.0 stage, they won with makeup, competing with overseas makeup giants such as MAC , Armani, and Lancome . As a result, they are more capable of going overseas , " said Li Xiang, chief business analyst at CBND ata .

The report shows that 25 beauty brands have begun to expand overseas. Southeast Asia, Japan, and Taiwan have become popular destinations for Chinese brands to expand overseas, among which lipstick, eye shadow, and blush have become the best-selling categories .

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