According to data from a number of three-party institutions, more than 90% of the entire Tmall (天猫) industry has grown year-on-year this year, which is a pretty good signal. As the first big promotion after the epidemic, this 618 (a kind of promotion day, like Black Friday) is of great significance, not only directly referring to the strength of economic recovery, but also related to the confidence of the entire consumer industry in the future.
However, in terms of makeup, Florasis (花西子), who has not been absent from the top ten in 2019, fell out of the first echelon for the first time, and only TIMAGE (彩棠) remained in the pre-sale Top10. The Perfect Diary (完美日记) continues to be absent, and Yatsen (逸仙电商), which focuses on cutting expenses, turned a loss into a profit in a single quarter for the first time in Q1.
In the social retail sales data from January to April this year, makeup is the category having the best recovery except for gold and silver jewelry, clothing, Chinese and Western medicines, and sports and entertainment products, with a year-on-year increase of over 24%. In April last year, the demand for going out and wearing makeup, which was suppressed by the epidemic, fell by 22.3% year-on-year, but this data ushered in a rebound in the first half of the year.
Although Florasis did not achieve excellent results this time, according to reports from China News Service, Lazada, an e-commerce platform in South East Asia owned by Alibaba, said that during this year's "mid-year promotion", the sales of Chinese makeup brand Florasis in Thailand surged 700% compared with the local "birthday promotion" in March this year. Florasis successfully shined in the international market.
Unlike the Perfect Diary, which adopted aggressive expansion strategies, Florasis targets higher-tech categories, such as loose powder and face repair, so that prices can be raised. In addition, Florasis also pays attention to telling brand stories, such as national trends, sustainability, etc., which can avoid becoming a "cheaper substitute for big brands" and win the favor and love of many young people. At the same time, Florasis hardly makes any offline attempts, and almost all of its sales channels are online, especially LIVE. This can easily lead to the phenomenon of beauty brands being "short-lived".
On June 1, Gabby Chen, head of Florasis's overseas growth department, publicly stated that in addition to opening the first counter in a high-end mall in Japan in the second half of this year, it will also enter the offline US market, and said that the US will be the main growth power of Florasis overseas in the future. Before that, Florasis's overseas trends were mainly in Japan, including releasing Nichia, opening a pop-up store in Tokyo, cooperating with local makeup artists, etc. It can be seen that Florasis has invested heavily in the development of overseas markets.
Now, more and more domestic brands are targeting overseas markets. According to public statistics, 90% of the domestic beauty brands established between 2015 and 2018 are deploying in overseas markets. Most brands choose Taiwan, Japan, and South East Asia as their first stops when going overseas. Easier localization and more perfect Internet infrastructure are the main reasons.