SERVICE/TOP 10 CHINA BEAUTY GROUPS

A.K.A. the Lipstick King. On the day of Double 11 2021, Austin sold ￥2.6 billion (US$388 million) worth of products in the first 8 hours of live streaming. While it passed the 12th hour, the total GMV surpassed ￥10 billion (US$1.5 billion). The total SKU of makeup, skincare, and cosmetics was over 200.

Stating back to Double 11, 2020, Austin also made over US$1.5 billion in sales throughout the campaign. While in 2022, Austin made over $10 million in sales in the first 2 hours of the live stream on 20th Sep.

Florasis (Huaxizi) and Zhuben are mainly affiliated with Austin. Austin has also delivered a good result in promoting sales and revenue for these brands.

Austin’s live stream was placed on hold for over 100 days. The first day he returned to his live stream, his live stream channel had received over 60 million visitors in as short as 2 hours.

Austin’s dominant position in affiliating cosmetic and makeup sales is unchallengeable, even though there have been consistently new Livestream affiliates and bloggers coming up on the internet.

A.K.A. Aqin. Followers call her the Daihuo Queen (Livestream Commerce Queen). She has over 13 million followers on Weibo, her AQIN MOMENT Taobao store has also accumulated over 2.5 million store followers which are outstanding amongst other competitors. 

Her Daihuo (live stream commerce) ability and her followers’ purchase power also stand out although she started being an influencer as a makeup blogger.

Aqin is also partnered with many international brands, such as COACH, FENDI, LANVIN, LAMER, etc… attending various activities as guests of brands.

Shenye Xulaoshi is originally named Xu Yan. She has accumulated over 10 million followers on her channel “Shenye Xu Laoshi” and “Late Night Recommend” (深夜种草). She was also one of the first ones to eat tomatoes and established the very first Multi Channel Network (MCN) company, Yanchi MCN, in China.

The Yanchi MCN has been in business for two years and has generated millions of dollars in revenue, Xu Yan herself was nominated to the Forbes list of China's Elite under 30 in 2018.

Xu Yan's influence is also very considerable. And every time a video is sent out, the products recommended within its video are sure to be out-of-stock. She has cooperated with many first-tier female celebrities such as Yang Mi and Qi Wei, and she is even close friends with Jolin Tsai and Xi Mengyao.

Xu Yan's previous cooperation with Mao Geping had more than 30 million plays and more than one million reviews and praises on Weibo alone. With more across all social media platforms.

The influence of Xu Yan among her millions of fans is also not to be underestimated compared to Li Jiaqi's ability to "Daihuo" in e-commerce.

“I will blind shop everything she recommends”, says a comment under her video. And this message is also the voice of many of her followers.

Cheng Shian plays a rare role in the beauty industry to make "real stuff" and "tutorials" videos, she is still doing the same content even after getting viral. Her 20 million followers were gained in as short as 1 year, and every “real stuff” video has more than 1 million likes. Her Taobao store has 4.54 million store followers ranked number 1 among similar stores.

Douyin (Chinese Tik Tok) is not her main battlefield but Taobao. Products mentioned in her video will be listed in her Taobao store, driving traffic from different platforms to complete the transaction on Taobao.

It is also because of Cheng Shian's strong ability to make money and a certain affinity, UNNY, QIECHU, KATO, and price-friendly brands will always maintain close cooperation with her.

Luo Wangyu, who was originally a high-end luxury brand salesperson, has his own unique insights into beauty and skin care products. 

A video of "Effective Blackhead Removal" made him millions of followers on all platforms. He currently has 20.35 million followers, with a single streaming GMV at ￥13 Million, and the return rate was only 0.2%. This achievement is very impressive among its peers. And he has also ranked first in the "Star Map (星图)" recommending list for four consecutive weeks. 

The order volume of the video "MedRepair Powder Water" alone exceeded 100,000, and the sales exceeded ￥10 million. Many bloggers gave up the competition after knowing that the product had been recommended by Luo Wangyu, because of the high viscosity of their fans and considerable purchase power. 

Luo Wangyu is also a well-known figure in the beauty industry.

From the "catching 999 handsome guys to take couple photos" serial vlogs to the perfect transformation into a cosmetic blogger, what’s behind the scenes is not only Xiaoyuhaitang's personal transformation but also the purchasing power of her 18.24 million fans and the strong support of the social media platform. 

Each video has a fixed introduction session for beauty products, even if it costs the brand ￥500k yuan for one video ad, it does not stop the merchants from affirming her ability. Most of Xiaoyu Haitang's fans are young, so the prices of the products she recommends are not high, but even if the unit price of the products is not high, the amount that Xiaoyu can realize within three months is close to Li Jiaqi. Even Xiaoyu's mother has more than 10 million fans with her help, and the sales of goods on the platform exceed one million. Compared with the top five professional beauty bloggers, the route chosen by Xiaoyu Haitang is more down-to-earth and closer to the people.

The big brother "I am Zhang Kaiyi", who became popular with simple and straight videos, has gained 14.16 million fans. Most of the products she recommends are cheap and easy-to-use products, and it is precise because of her down-to-earth and straightforward personality that she has achieved such a beautiful result of more than 60 million GMV. Myopia's second broadcast started, and the total turnover of the normal live broadcast exceeded 60.37 million, the number of viewers exceeded 10 million, and the total exposure of related hot topics exceeded 100 million. The solid fan base in the early stage enabled her to easily set a relatively leading performance in the industry.

Compared with Li Jiaqi's "No. 1 Beauty Makeup Brother" and Aqin, the "Queen of E-Commerce", Zhang Kaiyi gained the nickname "No. 1 Mask Sister" because 106,000 boxes were sold out in a short period of time. It also made many merchants who focus on facial masks come to her door one after another.

The popularity of Xianmu is not because of its strong ability to bring goods, but because of its super makeup ability to imitate whoever it is. With his exquisite orgasmic makeup techniques, Xianmu gained 5 million fans within a month. Now it has an astonishing number of fans 12.79 million. Xian Mu, who graduated from Makeup Forever Academy, has solid makeup skills, which also allowed him to successfully step into the circle of celebrity makeup artists. He has put on makeup for top-line stars such as Carina Lau and He Sui, and let everyone see his profound skills. . After the platform became popular, Xianmu has also achieved good results many times. In a special live broadcast, the sales even exceeded 7.07 million. Compared with the previous bloggers fighting alone, Xianmu also invited Huang Shengyi to the live broadcast room in a new attempt, so as to gain better results.

Dandan, who was born in 1997, is the new head anchor of Kuaishou. After joining Xinxuan, the number of fans exceeded 41 million in just two years. Now it has 81.48 million fans.

From the Simba live broadcast room to the current independent live broadcast, Dandan has successfully become the top anchor of Kuaishou with a single GMV of over 100 million. Despite being young, Dandan is also on the list of bloggers with a GMV of 1.2 billion, along with Li Jiaqi and Simba. Such achievements are also inseparable from Dandan's own efforts. The understanding of the product and the introduction of its advantages and disadvantages have also increased fans' trust in her. In a live broadcast, the sales of just two Honor mobile phones exceeded 120 million in a single game.

As a rising star of a beauty blogger, Dandan’s ability should not be underestimated.

ShiDaPiaoLiang, who was once awarded the title of "China's most beautiful male model" by fashion COSMO, has joined Simba's banner since he was a model in 2019. The current number of fans of 37.05 million is also his most solid backing. In the first live broadcast, Shi Damei achieved the goal of exceeding 100 million sales in less than an hour. In addition to his strong ability to carry goods, as the chief male model, he has also participated in related activities of CELINE, Montblanc, QEELIN and other international big brands, and his own fashion and aesthetics are also very worthy of recognition. Even under the influence of Simba being banned from the live broadcast room for some reason, the popularity of the first rebroadcast did not drop at all, and the sales of only one air cushion exceeded 50,000 orders. Shi Damei, who has various auras, is also growing steadily.