ZMUni Compliance Centre

• Who are the core consuming groups of Kuaishou Beauty? What are the beauty product demands of them?
• Which hot-sale categories and opportunity categories are there on Kuaishou? Are there any promising products to be dug?
• Which characteristics do hot products of Kuaishou Beauty have, to be the guidance for product-selection strategy?

2022 Kuaishou Beauty Consuming Trending will give analysis on the above key questions to gain insight into consumer group of beauty products, hot products of Kuaishou Beauty, the opportunity beauty categories on Kuaishou, etc.

Who are the core consuming users of Kuaishou Beauty? What are the beauty product demands of them?

 Key target users of Kuaishou Beauty

 Male

-The rise of “He economy”

-The increasing proportion of male users

-Product demands: skincare, hair styling

The middle aged

-Core consuming group(31-40 years old)having the purchasing power

-Product demands: skincare

Generation-Z

-Under 24 years old, the Millennials

-Product demands: beauty makeup products, skincare

Which hot-sale categories and opportunity categories are there on Kuaishou? Are there any promising products to be dug?

Opportunity categories of Kuaishou Beauty

Skincare

-The hottest category: facial skincare products

-The mainstream: skincare sets

-The popular skincare set: lotion,cream and serum

-The high potential category: men’s skincare products

Personal care

-The high demand category: shampoo, hair care and body care

-The high potential category: hair styling, private care

-The popular personal set: hair wash and hair care set

-The category to be updated: oral care toothpaste

Beauty products

-Take the second place among the categories

-The high potential category: beauty tools

-The popular category: base makeup

Brand opportunities of Kuaishou Beauty

Skincare

-Lower brand competition -More dividends for domestic brands -Opportunities for famous and new brands

Personal care

-Most intense brand competition

-High cost performance products win the consumers’ favor

-The dividends are attained by market participants who enter earlier

Beauty products

-Intense brand competition

-Domestic and new brands top the list

-There is space for international brands

Which characteristics do hot products of Kuaishou Beauty have, to be the guidance for product-selection strategy?

Product efficacies and selling points of Kuaishou Beauty

Facial skincare

Specific functional efficacies: anti-aging, tightening, whitening, hydrating and moisturizing

• Efficacy differentiation: take anti-aging as example:

tightening, anti-wrinkle, reduce fine lines, anti-early aging, antioxidant, anti-glycation, enhance elasticity...

• Component differentiation: take whitening as example:

nicotinamide, pearl, ascorbic acid, fruit acid, α- Arbutin...

• Consuming group differentiation: take skincare consuming group on Taobao as example:

Oily skin, acne skin, sensitive skin  

Hair wash and hair care

Basic efficacy: oil control and anti-dandruff, soft and repair Advanced efficacy: aroma lasting, fluffy

Oral care

Basic efficacy: cleansing, deodorization Advanced efficacy: whitening, gum care

Facial base makeup

Efficacy: long-lasting makeup Component: contain plant-derived component for skin nourishing Concept: targeted at people with different skin types