Top 1 on the platform site list for three consecutive months! It has become the "top stream" in the blue ocean market

"A touch of red lips instantly brightens up the entire makeup!" This sentence is not only the motto of beauty-loving young ladies, but many young men have also begun to practice it.

Since the pursuit of beauty is no longer gender-specific, lipstick and lip gloss have naturally become the "evergreens" of the fashion industry.

So, what kind of sparks will be created when these "evergreens" meet TikTok? Let's take a look at COLORKEY's "ascension" in Vietnam.

In Vietnam, Colorkey has two stores, “COLORKEY Việt Nam” and “COLORKEY LUMINOUS VIỆT NAM”. As sales are mainly concentrated in the former, it is the one we are looking at today.

Last year, it became the Top 50 in Vietnam

According to EchoTik's data, the platform began to collect COLORKEY Việt Nam's data from November 2023. So far, the total number of products in the store has reached 129, with a total sales volume of 1.8 million and a total GMV of US$11.76 million (approximately RMB 83.79 million).

The account @colorkey_vn currently has 357,000 followers, has posted 2,500 videos, and has received 2.5 million likes. As a small care and beauty store, the account's main way of selling goods is through videos, and the prices of goods range from US$0.82 to US$41.28.

(Image source: TikTok)

Why is the word "ascension" used? Let's take a look.

In December 2023, the store's GMV was $318,200, ranking 34th among stores in Vietnam and 15th in the care and beauty category; its monthly sales were 64,700. Considering the number of stores in Vietnam, this ranking is quite good.

However, by January 2024, although the store's category ranking remained at 15th place and GMV also increased, its overall ranking fell to 47th place and its sales volume also declined slightly compared to the previous month.

Fortunately, the situation improved in February. Although the store's category ranking dropped to 16th, its overall ranking moved up 3 places to 44th. It was also from February that Ke Laqi began to soar up the list:

In March, the category ranked 9th and the overall ranking was 23rd; in April, the category ranked 7th and the overall ranking was 12th; in May, the category ranked 2nd and the overall ranking was 3rd.

By June, Kelaqi became the number one in the category and site store rankings, and this "number one" position was maintained for three consecutive months (June, July, and August) , and was only surpassed by other stores in September. Even so, Kelaqi still ranked third in the site store rankings and second in the beauty care category.

During this period, Kelaqi's monthly GMV soared from less than $320,000 in December to $1.6 million (as of September); monthly sales also increased from 64,700 to 205,400. It can be said that in these 10 months, the store has made a qualitative leap in both sales and GMV.

With a multi-pronged approach, small shop sales are rising

From December 2023 to September 2024, the monthly sales volume of Collage increased by more than 217%; the sales revenue increased by 400%. To achieve such results, we have to mention Collage's marketing method.

On TikTok, collaborating with influencers to promote products is a must for brands, and Kelaqi is no exception. Currently, there are 3,400 influencers associated with Kelaqi’s Vietnam store, including “Tap Water”, nearly 6,000 associated videos, and nearly 900 associated live broadcasts. 40% of the store’s revenue comes from them.

However, among these influencers, more of them still use videos to promote sales. For example, the influencer with the highest sales volume has released 27 promotional videos for small stores; another influencer has also released 47 related videos.

In these "Amway" videos, the content is mainly about experts demonstrating products, introducing their efficacy, and showing the effects of use. Take the video with the highest GMV in natural traffic as an example. This video contains all the above-mentioned elements. Coupled with beautiful music and the sweet commentary voice of the lady, a single video brought $61,400 in GMV to the product.

There are also many fans of Kolaqi sharing their experience of using Kolaqi under the video. It can be seen that various marketing techniques are important, but the product itself is equally important.

In addition to the sales made by the small shops themselves and influencers through videos and live broadcasts, the sales contributed by other channels such as mall product cards, store homepages, windows, searches, etc. to the small shops should not be underestimated. These channels contribute 57% of the sales to the small shops.

In addition, Colorkey’s content marketing on TikTok is also very effective. Data shows that there are currently 5,600 videos under the topic #colorkey, with a total playback volume of 100 million.

Another point worth mentioning is that in the past 30 days, the products with higher sales in small stores were concentrated between US$5 and US$10, which may be related to the fact that low-priced products are more popular in Vietnam.

The “star” item is not lipstick

After talking about the store’s sales channels, I have to introduce the store’s products.

The store currently has 129 products in total. But to my surprise, the best-selling product is not the lip gloss, but the LUMINOUS Vitamin B5 mask.

( Image source: TikTok )

According to the product introduction, the functions of this mask include hydrating, cleansing and repairing; because of different specific ingredients, there are 5 options in total, but the price is around US$5.5 (varies according to the exchange rate).

The editor roughly calculated that the sales volume of this mask has exceeded 440,000 , with cumulative sales exceeding 2.3 million US dollars. This sales volume only counts the first two links of the 1-box specification. The store also sells one-piece, three-box and other combination packages, which also perform well. This shows the popularity of this product.

Moreover, in the links of the top three sales of the store, the first and third place are both this mask, with the former selling 386,000 (a box) and the latter selling 207,000 (a piece).

Of course, the reason why this mask has become the best-selling product in the store is not only due to the support of consumers, but also the help of influencers. According to the data of the past 30 days, this mask has the most influencers, videos and live broadcasts. In addition, it can be seen from the historical data that the number of influencers, videos and live broadcasts associated with this mask is quite considerable.

The fourth and fifth places in sales are the two lip gloss products of Collage. Of course, they also performed very well, with sales reaching 199,900 and 94,300 respectively.

In addition to good marketing and great products, another key to Collage's success is the market. As an important part of the Southeast Asian market, Vietnam's consumers have similar skin color and skin quality to those of Chinese people. In addition, Vietnam has a large Chinese community, which provides favorable conditions for Collage to quickly enter the local market.

Looking at the entire Southeast Asian market, Chinese beauty brands are gradually increasing their influence. With the continuous emergence of "Chinese brands", we have reason to believe that these brands will leave a deep mark not only in Southeast Asia, but also around the world. Kelaqi's overseas expansion may be a microcosm of this trend.

TikTok

Domestic cosmetics

Site Top 1