AMIRO Sales Surges 4 Times in Chinese 618 Shopping Festival
- Chaileedo Press
- Jun 23, 2022
- 3 min read
Abstract: Chinese technology beauty care brand AMIRO achieved good results in the just past Chinese 618 shopping festival. AMIRO's omnichannel sales increased by over 400% year-on-year and AMIRO RF PRO was ranked TOP1 in the online Chinese e-commerce channel Tmall, Jingdong, and TikTok China in the category of Chinese beauty instrument brands.
According to the observation from CHAILEEDO, AMIRO was established in 2015, and the brand is deeply involved in the preferences of modern female consumers. Starting with modern young women, AMIRO has developed precise product positioning and marketing strategies. With the dividend of new media, the brand has gained tremendous growth.
Unlike other innovative Chinese brands that focus on color cosmetics, the product strength of AMIRO has always been built on a deep foundation of photovoltaic technology. In addition to its initial iconic product, the beauty mirror, AMIRO has developed a succession of black technology products such as RF beauty instruments and red light hair removal instruments. AMIRO aims to deliver the concept of "technology-enabled beauty care" to more users. In September 2021, AMIRO received Series C financing.
From May 31 to June 7, 2022, during the first period of the 618 Shopping Festival on TikTok China, AMIRO achieved the Top 1 in the brand list of beauty and personal care instruments. It also set the highest record since the brand started brand live streaming with a peak GPM of $5100.
AIMRO launched 6 products of 3 SKUs during the Chinese 618 shopping festival on TikTok China to precisely fetch the targeted audience. For example, the brand's iconic AMIRO beauty mirror targets the community of beauty experts and AMIRO combined with the promotion of China's hit variety show to reverse the target of the wide-age group with skin care needs and technical level requirements for makeup accessories. Another product of AMIRO red light hair removal device targets young users with hair treatment needs and advertises the product through a summer scenario in order to get users to place orders. And the promotion of AMIRO RF beauty instrument is to expand the main brand customer base to 30-year-old women who demand anti-aging and other advanced home beauty needs.
According to data from the Qianzhan Research Institute, in 2022, the market size of China's beauty industry will reach $74.5 billion. As a cosmetic mirror under the category of Tmall personal care and beauty, the market prospect is broad.
Compared with traditional mirrors, LED makeup mirrors to have the advantages of accurate color rendering and accurate restoration, which are suitable for live streamers and office workers who need to do the daily skin care behavior of cleaning and repairing. The growth of this category in the Tmall has exceeded 100% in the last three years.
Relevant data showed that 75% of women in front of the mirror in an average daily stay of more than 25 minutes, corresponding to the average annual consumption of a single user of beauty products amounted to 10,000-20,000 yuan($1490-$2980). The blue ocean market of beauty mirrors has brought the emergence of various innovative brands such as AMIRO, EASEHOLD, Muid, etc. It also brings new market opportunities to enterprises such as Midea, Xiaomi and NetEase.
In addition, some traditional home appliance brands such as the Midea, Panasonic and others have also launched makeup mirror products, and the main selling point is the fashionable appearance, lightweight and high-definition, high color reproduction.
At present, in the market of LED beauty mirrors, the price ranges from several hundred to thousands of yuan, such as the Japanese brand Panasonic intelligent makeup mirror in its official flagship store price of $44.7 with a monthly sales volume of 2000 units and Midea daylight makeup mirror official price of $11.8 with the monthly sales volume of 83. Compared with the traditional makeup mirror, the price is a factor that hinders many consumers' desire to buy. However, under the prevailing market condition of "Her Economy", LED makeup mirror still has great market potential in the long run.
Although AMIRO makeup mirror is already a market leader in the same industry in China, the director from AMIRO, Huang Kun, said that the category is still in the market education stage. This also means that many consumers are not yet aware of how helpful professional makeup mirrors are for daily beauty care, and thus this market segment still has a lot of room for market development.
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