https://www.glossy.co/beauty/how-beauty-brands-ramped-up-digital-efforts-for-chinas-11-11/?utm_medium=email&utm_campaign=glossydis&utm_source=daily&utm_content=201109
With beauty as the leading category on Tmall's 11.11 day (also known as Singles' Day), many brands are creating huge campaigns across various social media channels. Alibaba estimates that in the first 40min of the pre-sales period, beauty brands made $1.5billion in revenue, led by conglomerates such as Estee Lauder and L'Oreal. With COVID still heavily impacting sales in in other parts of the world, brands are seeing faster recovery opportunities in China - especially with its extensive selling capabilities in its various social media platforms.
Live-streaming is a key feature in many Chinese social media platforms, and is $129billion channel that is still nascent in the United States. The live-streaming channels allow brands to use celebrities and key influencers to interact with fans while using and discussing the product. Many of the platforms allow purchases to be made directly from the live-stream. As more platforms emerge, the algorithms and shopping integration into live streams continue to improve, expanding the opportunity for brands to reach more customers. However, it poses a challenge for some brands (particularly American ones) to quickly and efficiently learn how to best optimize their campaigns for these new platforms that digitally savvy consumers have already mastered.
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