2020抖音美妆直播报告-巨量算数-202006.pdf
摘要 : rygrowthwiththesupportoffashioncelebrities,influencers,andbrands.
•
TheIPizationoflivestreamingandthesetupoffashionfestivalsinthecloudstimulatenewsupplyanddemand
intheindustry.
•
Makeuplivestreamingisapowerfuldriveinthefashionlivestreamingindustryandattractsmillennialfemale
consumers.
•
Socialconsumptioninmakeupindustryhasrebounded,stimulatedbylivestreaming,andtheusersofmakeup
livestreaminghaveexceededthosereadingmakeupshortvideos.
•
Ashifttothesignificantattentiononlivestreamingisseen,andtheviewingtimehasincreasedbythreefold,
withthehighestinterestshowninlatenight.
•
Livestreamingbuildstrustthroughreal-timetesting,interaction,andfeedback,andfocusesoncontent,
products,andanchors,whileutilitariancoursesandskill-relatedtopicsboosttrafficintotheplatform.
•
Theamountofanchorsandlivesessionsinmakeupindustryhasdoubled,and8:00pmisthepeaktimefor
livestreamingwithhighbenefitofwarmingupandattractingaudiencesintheeveninghours.
•
Morethan70%ofmakeupinfluencershavegoneonlivestreaming,andthereisamonthlyreplayrateofover
80%.
•
Successfulexamplesfrommakeupshortvideoinfluencershavebeenextendedtowardslivestreaming,while
brandlivestreamingparticipationhasincreasedexponentially.
•
EastChina'seconomicbeltwitnessesamorevibrantmarketwithmorebrandparticipation,andsalesincreased
withbasketclicks.
•
Theclearelementscontributingtolivestreaming'ssalesinclude:timelimiteddiscounts,recommendations
fromanchors,andinteractiveatmosphere,withthepromotingpowerofmakeupinfluencersbeinganimport-
antfactor.
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