TikTok: Beauty Industry Grew by 696%

TikTok E-Commerce released the "2021 TikTok E-Commerce Annual Report on Development of Domestic Goods", The report shows that the sales of Chinese beauty goods in TikTok e-commerce increased by 696% in 2021.

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On January 6, TikTok E-Commerce released the "2021 TikTok E-Commerce Annual Report on Development of Domestic Goods" (hereinafter referred to as the report). The report shows that the sales of Chinese brands in TikTok e-commerce increased by 667% year-on-year in 2021.

The report shows that the share of domestic goods in the platform is as high as 89% with sales increasing by 667% year-on-year. Sales of domestic goods in the industries of apparel, shoes and bags, beauty, food and beverage, and personal care and household cleaning grew rapidly, rising 411%, 696%, 547% and 912% respectively. The TOP5 cities in sales are Chengdu, Shenzhen, Guangzhou, Suzhou and Shanghai in order. Domestic goods account for 80% of the brands with over 100 million yuan in TikTok e-commerce’s turnover. Domestic goods sales in food and beverage, beauty, apparel, personal care and mother and baby books rank in the top 5.

Among buyers, female consumers became the main consumers of domestic goods. They pay more attention to domestic goods in the categories of apparel, baby books, and beauty. Male consumers paid more attention to digital home appliances, alcoholic beverages, etc.

The report discloses that the platform promotes the improvement of brand self-broadcast system by strengthening the support for self-broadcast live streaming, which helps Chinese brands' sales to grow. The data shows that the proportion of Chinese brands building self-broadcast live streaming increased by 33% year-on-year and self-broadcast sales increased by 784% year-on-year.

As for brands, the report shows that sales of Chinese emerging brands increased by 933% year-on-year. Chinese up-and-coming brands continue to carry out innovation. Outstanding appearance and high cost performance become their key selling points and the TikTok Brand project helped more than 100 brands to achieve an explosion in sales. Sales of long-established brands on the platform grew 647% year-on-year.