Analysis report on PROYA and FASHION’s Tik Tok live streaming

Analysis report on PROYA and FASHION’s Tik Tok live streaming

2021 is considered to be the first year of brand live streaming sales. More and more brands are joining the self-broadcasting team, using front-end short videos and Douyin self-broadcasting to direct conversions to Douyin stores, and building their own account matrix to operate and accumulate fans, truly realizing a closed loop of e-commerce on the platform.

With Douyin’s own live broadcasting, brands can conduct ultra-long marathon live broadcast cycles of 8-24 hours. Live broadcast rooms with long live broadcast time and high popularity are repeatedly recommended to users. Users can interact with the anchor by entering the live broadcast room, thus forming immediate conversions. At the same time, with the continuous improvement of Douyin store infrastructure, the "account and store integration" enables brands to complete the live e-commerce closed loop on Douyin. Coupled with the rapid iteration of private domain functions such as guiding fans to follow and join fan groups, a large number of beauty brands have begun to flock to Douyin's self-broadcasting track. This study starts from the overall market of Douyin brand self-broadcasting, focusing on analyzing two representative brands of brand self-broadcasting in the industry, namely PROYA and FASHION . It provides insights into the brand self-broadcasting strategies in the beauty industry from the aspects of account distribution, live broadcast themes, broadcast rhythm, live broadcast products, and typical live broadcast room analysis.

01 Market data

Douyin's live streaming sessions for selling goods increased steadily in the second half of the year

Store live streaming sales account for nearly 25%. Judging from the market data, Douyin's live streaming e-commerce is in a stable development period in 2021. After the 618 promotion, the number of Douyin live broadcasts increased steadily, reaching the highest number in December, with a total of nearly 9 million shows. At the same time, the number of store live broadcasts also gradually increased. By December, the number of store live broadcasts could reach nearly 1 million.

Judging from the sales of store broadcasts, the proportion of sales in the overall market has also increased. In October, the brand began to warm up for Double Eleven and entered the New Year Goods Festival in December. The proportion of store broadcast sales reached the highest value in October and December, reaching 24%.

Sports and outdoor categories have a high proportion of store broadcasts, and domestic brands are focusing on Douyin self-broadcasting

Judging from the live streaming sales of Douyin categories, the sports and outdoor category has the highest proportion of store broadcasts, accounting for nearly 45%, followed by mother and baby and pets, 3C digital, shoes, hats, luggage and other categories. Store live streaming accounts for nearly 16% of the beauty industry, and there is still room for development of store live streaming for beauty brands.

From the brand perspective, the representative brands of store broadcasts in various categories are mostly well-known domestic and foreign brands. For example, in the sports and outdoor category, there are Fila, Adidas, and Li Ning; in the mother and baby pet category, there are Balabala, Babudou, and Woxiaoya; in the 3C digital category, domestic brands performed well, such as Huawei, Xiaomi, Haier, etc.; in the shoes, hats, and bags category, there are Huili, Belle, and Skechers, all of which are focusing on Douyin self-broadcasting.

The sales growth rate of beauty and cosmetics store broadcast was the highest in March. The store broadcast ratio of body beauty equipment brands was high.

Judging from the live streaming sales of the beauty category, the growth rate of store live streaming sales reached the highest level of the year at the beginning of 2021, reaching 78%. The growth rate then fluctuated, and by November the growth rate was negative, and the proportion of brand store live streaming sales decreased.

In terms of the sales share of beauty and cosmetics subcategories, beauty equipment store sales accounted for the highest proportion, reaching 81%, followed by makeup sets, nail polish/nail tools, etc.

02Proya丨Analysis of Huaxizi brand’s Douyin self-broadcast

Both Proya and Huaxizi have multiple official accounts
Build an account matrix around the main account
Both PROYA and FASHION have opened multiple official accounts to establish an account matrix. Distribution of PROYA accounts: PROYA Official Flagship Store, PROYA Flagship Store, PROYA Time Secret, and PROYA Brand Live Broadcast.

Hua Xizi account distribution: Hua Xizi official flagship store, Hua Xizi makeup skills, Hua Xizi customer service team, Hua Xizi oriental makeup, Hua Xizi opera red makeup, Hua Xizi amateur transformation, Hua Xizi makeup beauty, Hua Xizi brand live broadcast, Hua Xizi beauty evaluation, Hua Xizi beauty genius, Hua Xizi Florasis, Hua Xizi product tutorial.

The proportion of Proya brand self-broadcast sales is on the rise, with Huaxizi accounting for more than 50%

In 2021, the proportion of PROYA brand self-broadcast sales showed a fluctuating trend, with an overall upward trend. Among them, the proportion of self-broadcasting sales was about 30% in January, and then it increased. During the 618 promotion period, the proportion of self-broadcasting sales decreased, mainly due to sales brought by live broadcasts of experts. Subsequently, the proportion of self-broadcasting sales increased again in the second half of the year. Although the number of brand self-broadcasting sessions during Double Eleven and New Year’s Festival in October, November and December was not high, the sales accounted for more than 77%. In 2021, the proportion of self-broadcast sales of the Huaxizi brand exceeded 50% throughout the year, showing a stable trend. Among them, the proportion of self-broadcast sales in July was the highest, reaching 73%.

Proya and Huaxizi have one main account that contributes to most of the brand’s self-broadcast sales

Judging from the contribution of live broadcast sales and contributing accounts throughout the year, 60% of PROYA's live broadcast sales in 2021 came from the brand's own live broadcasts, and 40% came from KOL live broadcasts. Among them, the PROYA official flagship store account contributed most of the sales, accounting for 86%; in 2021, 75% of Huaxizi's live broadcast sales came from the brand's own live broadcasts, and 25% came from KOL live broadcasts. Among them, Huaxizi's official flagship store contributed 92% of sales.

PROYA: The number of live broadcasts on the account matrix is ​​on the rise, and live broadcast activity days are set every month
Judging from the rhythm of PROYA’s live broadcasts throughout the year, the number of live broadcasts associated with the four official accounts showed an overall upward trend. Among them, the three accounts of PROYA Official Flagship Store, PROYA Time Secret, and PROYA Brand Live Broadcast were open all year round, and the brand’s self-broadcasting efforts were the highest during the 618 and Double Eleven periods. Judging from the themes of the anchor rooms throughout the year, PROYA launches promotions, special offers, and welfare broadcasts around theme activities every month. In addition to major channel promotion activities such as the New Year Festival, Queen's Day, 618, Double Eleven, Double Twelve, and Douyin Super Product Day, the brand independently sets up challenges such as seven days of continuous broadcasting, Ocean Festival, Fan Festival, and PROYA Good Products Festival.

Huaxizi: The intensity of self-broadcasting on Double Eleven is the highest. A large number of celebrities are invited to enter the official live broadcast room

Judging from the rhythm of Huaxizi's live broadcasts throughout the year, the number of live broadcasts associated with the 9 official accounts has been generally stable. Among them, the three accounts of Huaxizi Official Flagship Store, Huaxizi Makeup Technique, and Huaxizi Oriental Makeup are open all year round. Judging from the themes of the anchor room throughout the year, in addition to major channel promotion activities such as the New Year Goods Festival, Queen's Day, 618, Double Eleven, Double Twelve, and Douyin Super Product Day, Hua Xizi directly writes promotional information as the name of the anchor room, anniversary live broadcast, sharing of practical makeup skills, new products, limited gift box launches, celebrities entering the official anchor room, and other attention-grabbing words in daily broadcasts.

Proya's multiple accounts start broadcasting at different times. Huaxizi starts live streaming from early morning for a long time without interruption

Judging from the daily broadcasting times of the official account, PROYA's account broadcasts at different times, with the broadcasting times concentrated in the morning from 6:00 to 11:00, 13:00, 17:00, and 19:00. The PROYA Secret Time broadcast starts at 6 a.m., the PROYA official flagship store broadcasts at 7 a.m., 13 p.m. and 19 p.m., and the PROYA brand live broadcast starts at 9 a.m. Taking the PROYA official flagship store as an example, the average broadcast duration is 4-5 hours. The broadcasting time of Huaxizi’s account is basically concentrated before 10 a.m., and all accounts broadcast live without interruption. Taking the official flagship store of Huaxizi as an example, the average broadcasting time is 11-18 hours, and the anchors take turns to broadcast.

Proya's own broadcast mainly focuses on sets, and Huaxizi's same multi-version products are popular

Judging from the popular products broadcast by the brands themselves, PROYA mainly sells sets, among which the hydrodynamic skin care set and the firming secret four-piece set are the most popular. The prices in the live broadcast room will fluctuate by about 10 yuan compared to the daily price; Huaxizi's products in multiple versions of the same model are popular, such as the air powder is divided into regular version and powder box version, and the silk powder cake is divided into regular version, Dai impression customized version, window version, and Miao impression version, all of which are popular. In addition, the prices in the live broadcast room will fluctuate by 10-40 yuan compared to the daily price.

During the Double 11 period, PROYA’s self-broadcasting had the highest sales and attracted the most attention

During the Double Eleven period in 2021, PROYA started live streaming from 6 a.m. to the early morning of the 12th, spanning more than 18 hours. At the beginning of the live broadcast, two welfare products, 9.9 yuan hydrating spray and algae sleeping mask, were put on the shelves to attract users. At the same time, lucky bags such as Xiaomi electric toothbrushes were distributed to attract users, because the initial traffic of the live broadcast is the highest. Afterwards, lucky bags such as Redmi 9A and Mijia wired vacuum cleaner were distributed frequently to keep the live broadcast room hot.

Huaxizi's 4th anniversary live broadcast has the highest sales

Experience 4 shopping peaks

In March 2021, coinciding with the 4th anniversary of Huaxizi's establishment, Huaxizi conducted a nearly 37-hour marathon live broadcast. At the beginning of the live broadcast, Star Shine lipsticks were distributed as lucky bags. At the same time, brand recommendation officer Chen Yanfei was invited to make product recommendations, and ancient cosmetics restoration expert Wang Yifan explained the new knowledge of "using flowers to maintain makeup". Elevators in various cities broadcast the live broadcast in real time to keep the popularity of the live broadcast room high.

Proya and Huaxizi use short videos to attract traffic

The live broadcast room extends the front line and strengthens interaction

Author: Facing Technology

Source: Fruit Collection

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