China beauty thirdpartnar Lily & Beauty has set up a TikTok China business unit , launching TikTok China livestreaming room for co-branding in a bid to bolster its livestreaming service.
Recently, CHAILEEDO observed that Chinese beauty thirdpartnar Lily & Beauty on the investor community site: “Targeting at the fast-growing live streaming sector, the company will promote marketing by cooperating with Kol talents, adopting different livestreaming forms such as in-store live session. At the same time, the company has set up a TikTok China business unit to set up a TikTok China livestreaming room for co-branding in a bid to bolster up its live streaming service.”
In 2021, Lily & Beauty started its continuoUS investment in the emerging e-commerce marketing platform featured by TikTok China, and extended cooperation with Coty, Henkel, Kao corporation, Pierre Faber, LG group and other noted beauty groups and undertook operation of TikTok China shops for brands such as Schwarzkopf, Freeplus, KATE, ALLIE, Avene, and Rene Furterer.
According to the sales report following the 618 shopping festival of Tmall, during the big promotion, the sales volume of several international beauty brands operated by Lily & Beauty on Tmall was gaining traction, with multiple products faring well in sales.
The 618 sales reports released by Lily & Beauty suggests that Rene Furterer ranked first in the category of satin essential oil, scalp care ①, Kissme ranked first in the category of mascara, eyeliner while KATE came up first in the category of eyebrow powder/eyebrow pencil/brow cream. Schwarzkopf in hair dyeing and Adidas in men’s shower gel.
Among them, the transaction amount of the Radiant Rejuvenating 7-pieces package exceeded 10.437 million US dollars, and the transaction amount of Sulwhasoo essentials package exceeded 4.473 million US dollars, the transaction volume of “Rene Furterer TRIPHASIC ATP INTENSIF” Exceeded 2.982 million US dollars, and the transaction volume of “Burberry Eau De Parfum” Exceeded 89,500 US dollars.
In response to the establishment of the TikTok China business unit in Lily & Beauty, the move was considered by indUStry insiders as a rescue method for Lily & Beauty at a time when the performance growth slowed down. According to Lily & Beauty’s financial report, in 2021, Lily & Beauty reached an operating revenue of 0.62 billion US dollars, a decrease of 9.67% year-on-year; net profit after deducting non-recurring gains and losses was 0.054 billion US dollars, an increase of 17.32% year-on-year.
In 2021, Lily & Beauty’s revenue from Tmall and Tmall International was 0.553 billion US dollars and 0.024 billion US dollars respectively, with year-on-year changes of-14.78% and 1.43% respectively. The total revenue from Tmall platform was 0.577 billion US dollars, accounting for 93.2% of the company’s gross revenue.as an e-commerce thirdpartnar in china, centering only on Tmall poses tremendous risks for enterprises and threatens to be a major weakness of Lily & Beauty. In this regard, rapid adjustments should be made targeting china’s current e-commerce market landscape as soon as possible.
According to the 2021 financial report of Lily & Beauty, in 2022, the company will channel greater investment in emerging marketing platforms featured by TikTok China and expand the market share in TikTok China by expanding lease venues, increasing recruitment, opening up more channels of cooperation, securing wider market share in TikTok China and so on.
With the continuous improvement of the TikTok China e-commerce system and mechanism, an increasing body of businesses, e-commerce celebrities, and Users are gathering together on TikTok China. Lily & Beauty is also stepping up on the development of emerging platforms led by TikTok China. As of December 31, 2021, Lily & Beauty has run a total of 33 TikTok China shops.
Paraphrase:
① The first: herein refers to ranking first in the Trading Index of Tmall Business Staff Market during The 618 Sales in 2022.
