From this year to next year, content marketing will gradually develop towards better practical effect, that is, the efficacy.
The beauty industry has encountered various challenges this year. The total retail sales of consumer goods in China for cosmetics was 245.3 billion yuan(about $34.1 billion) from January to August 2022, down 6.4% year-on-year. However, China’s efficacy skincare market has been growing rapidly in recent years, with a compound annual growth rate of 23.4%, and is expected to reach 41.1 billion yuan(about $5.7 billion) in 2022. CHAILEEDO invited Cheng Yingqi, founder and CEO of Guangzhou Blispring Cosmetic Technology Co., Ltd. to share with us the cosmetic trends in China.
CHAILEEDO: What is the next big thing of the live streaming channel?
Cheng: The next big thing of live streaming lies in two aspects. One is the organic combination ability of live broadcast of influencers and brand self-broadcast. The other is the ability to create best selling products. That is to say, brands need to do a good job in the effective combination of influencers live broadcast and brand self-broadcast at the same time, to launch the phased best selling products.
CHAILEEDO: How to do content marketing next year?
Cheng: I think the core will shift from good-looking and fun to good-use. Previously, the core of content marketing lies in good appearance and interest. From this year to next year, content marketing will gradually develop towards better practical effect, that is, the efficacy.
CHAILEEDO: In the post-top (super top streamers) era, what is the new brand to break through?
Cheng: In the post-top era, new brands need to improve the promotion ability of the whole category and the operation ability of the whole channel. Omni-category means not sticking to a single category, but the ability to operate multiple categories in the industry. Omni-channel also means online and offline.
Specifically, online refers to the combination of traditional channels and emerging channels. Offline lies in the combination of traditional terminal channels and new trend channels.