BIOHYALUX Sets up Outstanding Flag in Brand Live Streaming
- Chaileedo Press
- Jun 1, 2022
- 4 min read
During the promotional campaign on June 18th, 2022, the core strategic brand of Chinese hyaluronic acid giant Bloomage Biotech, BIOHYALUX, exceeded $7.02 million in sales in 10 minutes by selling 23,736 disposable essences per second on average.
According to CHAILEEDO observation, BIOHYALUX takes hyaluronic acid as its core technology and focuses on functional skin care. It is committed to creating a safe and efficient skin care experience for users. Since the launch of its Tmall flagship store in 2017, BIOHYALUX has achieved 100% growth for three consecutive years. In 2020, its store sales reached $60 million. During the Double Eleven(Chinese Shopping Carnival) in 2021, the turnover of its brand live streaming exceeded $7.47 million, with a year-on-year growth rate of 280%, ranking first in the overall list of innovative beauty brands. In the past two years, more and more consumers advocate the efficacy of skincare, so the functional skin care products market is gradually rising. Moreover, the consumers who were born between 1990 and 2000 are the main force of Chinese beauty and skincare products. They paid more attention to the raw materials and ingredients of products, and will actively acquire relevant skincare knowledge. BIOHYALUX accurately captures the functional needs of the "ingredient-centic" and it reaches them through channels that fit their habits and relies on the word-of-mouth fission of core users, which is the key to sustaining its competitive advantage. At present, the hot trend of live streaming is one of the key points of BIOHYALUX's development. In 2018, BIOHYALUX began its brand live streaming and built a live streaming team internally. In BIOHYALUX's view, all anchors are the onlineization of the BAs from offline. The core lies in sales. However, compared with traditional sales, live streaming is a kind of interaction and communication channel. Users can feel the three-dimensional characteristic of live streamers, rather than a simple transaction. BIOHYALUX believes that the advantage of brand live streaming is that it is more controllable. Its anchors are recruited according to the official process with a low turnover rate and can ensure the output of the brand value concept while assisting the store's online sales, and the longer the self-broadcast time, the more incremental. Thanks to this forward-looking perception, the live streaming of BIOHYALUX is available 24 hours a day with different anchor partners taking turns. The anchors are familiar with the efficacy and skin type of their different products and have plenty of time to answer users' questions and solve their problems, gradually building up their trust and companionship over time. The live streaming of the store has a very obvious effect on online sales. In 2020, the live streaming GMV of BIOHYALUX was ranked fourth in China's innovative beauty. The turnover of the official flagship store of BIOHYALUX reached twice the total turnover of the previous year's Double 11 on November 1, 2021, with the unit price of the live streaming reaching $105+. In 2021, the ratio of live streaming of store revenue in the Tmall channel was between 10%-20%, and 20%-30% for influencers. BIOHYALUX continued to increase its investment in that live streaming and further reduced the live streaming of influencers to between 20-25%. E-commerce live streaming has gathered a huge user base. According to the data of the China Internet Network Information Center, as of June 2021, the scale of Chinese live streaming users reached 638 million, an increase of 75.39 million year-on-year, accounting for 63.1% of the overall netizens. Among them, the scale of live e-commerce users was 384 million, an increase of 75.24 million year-on-year, accounting for 38% of the overall netizens. The scale of live e-commerce users accounted for 60.2% of the total user scale of the live broadcast. Moreover, because the cost of brand live streaming is lower than that of netizens, many companies began to adopt self-broadcast layout marketing in large numbers when this low-cost and effective marketing method of precipitating users emerged in 2021. At the end of November 2021, Fei Gua's data released "2021 beauty short video and marketing trend insights - TikTok version" shows that brand live-streaming has become the most popular marketing method for beauty brands. One of the most popular marketing methods in recent months. In terms of sales of store live streaming in the beauty category, the growth rate of sales reached the highest for the year to 78% at the beginning of 2021, and then the growth rate showed fluctuating changes. Among the Chinese brands, Winona, Florasis, Proya, Chando, and many other brands during the Double 11, relying only on the brand live streaming achieved nearly $15 million. The innovative brand Zhu Ben saw a 1,900% year-on-year increase in store-wide sales in the TikTok China channel during the Double 11. The brand's live streaming has become the main force of each platform. Even on the TikTok platform, which is dominated by influencers, the total hours of brand live-streaming in the 2022 campaign for Spring Festival was 4.75 million, accounting for nearly 40% of the total 12.07 million hours of live streaming. These figures show that brand live streaming is helping brands to achieve new growth to promote the unity of quality and efficiency. It also can harvest a higher conversion rate, and brand self-broadcast will become an important trend in live e-commerce.
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