In recent years, the emergence of revolutionary technologies such as autonomous driving and artificial intelligence has disrupted people’s imagination of the future. In the current hottest field of beauty livestreaming, the transformative power brought by technology has quietly manifested.
“No need for marketers to constantly stare at the screen” and “more energy can be devoted to tasks beyond pitching.” Recently, multiple beauty brands have revealed to CHAILEEDO that the role of marketers in beauty livestreaming rooms is quietly changing, and this transformation is driven by a product from Juliangqianchuan.
“After all, everyone wants to create some meaning in the vast space of the internet, rather than just being catchers of traffic.”
What kind of product is this exactly?
First Deployment: Tenfold Increase in Revenue, Achieving the First Hot-selling Product
According to Douyin e-commerce, in 2023, the shelf scene business on Douyin experienced rapid growth, with a 277% year-on-year increase in GMV (Gross Merchandise Volume) on Douyin Mall. Over 600,000 creators surpassed a cumulative GMV of 100,000 yuan, and Bai Honghong is one of these 600,000 entrepreneurial forces.
As the founder of the hand cream brand Zibenli, Bai Honghong started exploring Douyin with her family two years ago, starting with face masks and later shifting to hand cream products. Bai Honghong and a family member jointly acted as the store’s livestream hosts.
With regularly updated hand care videos and good conversion ability, Bai Honghong’s business gradually improved. However, over time, it seemed that there was always an unbreakable “ceiling” to business growth.
Especially around last year’s Double 11 (November 11th, a major shopping event in China), top brands with abundant funds began flooding the platform, making it difficult for Zibenli, as a small and medium-sized merchant, to withstand the competition, resulting in a sharp decline in livestreaming room data.
“In the two months before last year’s Double 11, the livestreaming data suddenly plummeted, and no matter how we promoted, we couldn’t achieve the desired ROI (Return on Investment).” Bai Honghong candidly told CHAILEEDO that even with the previously effective standard advertising methods and the support of livestream hosts, the data seemed to inevitably decline.
The limited traffic forced Bai Honghong to actively seek new alternative solutions to revive the popularity of the livestreaming room and even take it “to the next level.”
At that time, Bai Honghong became aware of Juliandqianchuan’s “Comprehensive Promotion” product. It is understood that Comprehensive Promotion aims to optimize the overall ROI of Douyin livestreaming (the total transaction amount generated in livestreaming rooms / advertising spend) by expanding livestreaming traffic across Douyin’s information feed recommendations, livestreaming square, mall, search, and other channels. It explores high-quality traffic across the platform, driving a comprehensive increase in livestreaming transaction volume. The product was introduced in May of last year.
To put it in perspective, if the competition for traffic among merchants is likened to a car race, standard advertising is like manual driving, requiring continuous manual adjustments based on traffic and livestreaming room conditions. Comprehensive Promotion, on the other hand, is like automatic driving, able to observe and adjust automatically, intelligently determining when to accelerate and helping merchants achieve victory faster and better.
“It’s very easy to use,” was Bai Honghong’s first impression of Comprehensive Promotion. Shortly after starting to use it, the advantages of Comprehensive Promotion began to show. “We stuck to one plan, and in just two days, the ROI had already achieved the preset target.”
After using Comprehensive Promotion, Zibenli’s livestreaming room experienced a significant increase in popularity. “Before Double 11, there were about seventy to eighty people in the livestreaming room, but after using Comprehensive Promotion, a lot more people suddenly poured in, and the turnover increased,” said Bai Honghong.
The visible growth in data also provided Bai Honghong with ample confidence. In terms of ad spend, after using Comprehensive Promotion, Zibenli’s livestreaming room reached its peak daily expenditure, which was ten times higher than before. The number of orders per link also achieved three- to four-fold growth, successfully creating the store’s first hit product.
However, what most precisely met Bai Honghong’s needs were the reduction in manpower and rental costs.
Bai Honghong candidly stated to CHAILEEDO, “Previously, we had to hire many marketers for livestreaming to build a team, and the cost of renting an office was high. After using Comprehensive Promotion, we saved a lot of costs.”
It can be seen that for small and medium-sized brands lacking funds and talent, Comprehensive Promotion undoubtedly hits at their core interest, which is to help them achieve economies of scale, quickly break through the GMV bottleneck caused by limited traffic pools, and rapidly elevate the brand through the creation of hit products.
The Evolution of Marketers for Livestreaming: Moving Towards the Era of Versatility
In addition to helping beauty brands achieve breakthroughs in business scale, comprehensive promotion also has powerful advantages in cost reduction and efficiency improvement. The greatest breakthrough lies in empowering beauty marketers, enabling merchants to invest more energy in content creation and innovation.
In the past, beauty marketers not only needed to accurately read and predict traffic but also had to perform complex tasks such as creating new plans and setting budgets. This made it difficult for marketers to leverage their abilities in strategy selection, optimization, and content development. With the introduction of comprehensive promotion, beauty marketers can engage in more creative work, and brands can break free from the burden of manual operations, achieving efficient growth.
For example, well-known domestic skincare brand OSM experienced positive changes in its marketers after using comprehensive promotion.
According to CHAILEEDO, after using comprehensive promotion, OSM quickly unified its advertising standards and let the system automatically explore traffic. Regular video updates and modifications were based on system data. “We no longer need to perform basic operations such as creating new plans and setting budgets. With just one click, the system handles everything, allowing marketers to focus more on strategic thinking and content operations, thus enhancing their competitiveness.”
In fact, as one of the early adopters of comprehensive promotion among top beauty brands, OSM’s choice was resolute.
“Being early adopters gives us experience and an advantage. We follow the platform’s development direction to achieve mutual success,” OSM expressed to CHAILEEDO.
Positive expectations for the trend of intelligent advertising are crucial reasons for OSM’s adoption of comprehensive promotion. “Comprehensive promotion has strong capabilities in intelligent control. After all, algorithms outperform the human brain. Human-driven advertising is often subjective, but with comprehensive promotion, there is more logical consistency.”
Many frontline beauty brand marketers also have first-hand experience of the positive changes brought by comprehensive promotion. “Although I’m still used to doing things myself, being hands-on and controlling the entire advertising process, after trying comprehensive promotion for some time, I now confidently entrust the evening advertising work to it.”
A well-known skincare brand pitcher in Guangzhou also stated, “The main benefit of using comprehensive promotion is peace of mind and convenience. It saves time spent monitoring and reduces the need to create multiple plans. I hope the data will be more detailed and improved in the future.”
CHAILEEDO also learned that KANS, which achieved explosive growth on the Douyin platform last year, is also a beneficiary of comprehensive promotion. After using comprehensive promotion, during the major promotion period from January to February this year, KANS’s official flagship store’s livestreaming room saw a daily average GMV increase of 46%, daily average spending increased by 46%, while maintaining a stable ROI, on par with the previous period.
Due to the convenience of operations, KANS’s marketers have more energy to focus on researching materials and livestreaming content, further enhancing their competitiveness in advertising and increasing livestreaming room traffic and conversion.
In addition to domestic leading beauty brands such as KANS and OSM, international top beauty brands like CPB, WHOO, and NARS also achieved significant growth in their Double 11 performance on the Douyin platform through comprehensive promotion. For instance, the international cosmetics brand NARS used comprehensive promotion to leverage more organic traffic, resulting in significant business growth, exceeding 10 times on Double 11.
In fact, the core driving force behind comprehensive promotion’s empowerment of marketers lies in Juliandqianchuan’s latest underlying technology. Compared to the standard promotion commonly used by Douyin merchants, this technology upgrades comprehensive promotion in terms of traffic, strategy, functionality, and cost assurance.
It is worth mentioning that for Douyin merchants, comprehensive promotion will launch more new strategies and benefits in the future. Some functional upgrades were implemented in March to achieve better performance uplift.
Entering the Era of Comprehensive Promotion: Welcoming an Important Opportunity Period
In January of this year, CHAILEEDO visited nearly 50 beauty and cosmetics companies and found that difficulties in acquiring traffic, rising advertising costs, and challenges in scaling business were common pain points for many beauty brands. The emergence of comprehensive promotion has undoubtedly provided a breakthrough solution for beauty brands to overcome their traffic predicament.
From the platform’s perspective, with the intensification of product homogenization and traffic competition, strengthening content capabilities is a more sustainable path for beauty brands to stand out and achieve business breakthroughs. Douyin (TikTok) platform also considers content as a crucial direction for development.
As stated by Wei Wenwen, the President of Douyin E-commerce, at the Douyin E-commerce Ecology Conference last year, “We don’t want content scenes and shelf scenes to be separate. The most important thing for the platform in the past year is to build a comprehensive interconnected mechanism.”
Comprehensive promotion, through cost reduction and efficiency improvement, enables brands to break free from excessive competition at the traffic level, allowing them to invest more energy in content creation. Empowered by large-scale models and algorithms, it greatly enhances the productivity of merchants in content production. This aligns with the development direction of the Douyin platform and online channels in general.
From the perspective of the brands themselves, the key to avoiding “fishing in a depleted pond” and depleting traffic lies in investing more energy into refined content operations, taking a long-term approach.
However, as a new product, Douyin merchants also need some techniques to effectively drive the “fast car” of comprehensive promotion and maximize its effects for significant results.
Just as test driving is necessary before buying a car, merchants also need to conduct effective testing before using comprehensive promotion, including setting reasonable goals. Generally, starting with a 10% to 20% decrease in goals is easier to achieve initial volume, with a maximum not exceeding 1.2 times the system’s recommended goals.
In terms of advertising length, merchants should ensure a duration of at least 3 days, with comprehensive promotion running throughout the day. The minimum daily advertising duration should not be less than half of the livestreaming duration, and the daily spending should reach a minimum of 200 yuan to maximize the advantages of comprehensive promotion.
It is worth noting that in the marketing-intensive month of March, to help merchants seize business growth opportunities, Juliandqianchuan has introduced more incentive activities and welfare policies for comprehensive promotion. The platform’s “Women’s Day” incentive event will continue until the end of March, giving merchants who use comprehensive promotion the chance to receive additional benefits, including the accumulation of millions of extra traffic incentives.
It can be said that in the current era where efficiency is highly valued in traffic acquisition, the right platform product is the optimal solution between traffic and brands. The emergence of Juliandqianchuan’s comprehensive promotion undoubtedly provides a way out for brands in the foggy traffic predicament and helps beauty brands find the “new code” for business expansion by enabling beauty marketers to enter the era of “autopilot.”
