电商行业2020年抖音美妆直播报告：直播间里的潮流新时尚.pdf

摘要 : • Celebrities, KOLs, and brands are fully integrated into the fashion live streaming ecosystem, and the development of IP-driven scenes and festivals stimulates new supply and demand. • The beauty industry plays an important role in the revival of fashion live streaming, with makeup live streaming attracting young women and driving industry growth. • The consumption rate of beauty industry returned to normal, with livestreams stimulating the growth. • Watching beauty livestreams becomes a popular activity, with the number of users surpassing that of beauty short videos in May. The time spent on watching livestreams tripled and is the highest during late-night hours. • Livestreams build trust through live demonstrations, interaction, and quick product Q&A. Content, products, and anchors are the focus of beauty live streaming. Practical tutorials and tips help attract viewers to the livestreams. • The number of beauty live streaming hosts and sessions has doubled, with the peak time being 8 PM. More than 70% of KOLs broadcast live, and about 80% of them repeatedly do so every month, and excellent KOLs from beauty short videos are gradually entering live streaming platforms. • Brands are strengthening their participation in beauty live streaming, with nearly 60% of them broadcasting at least once a week. The effectiveness of live streaming in generating sales has significantly increased, with shopping cart clicks doubling. Masks, skincare sets, and lipstick are among the most popular items. • The key elements of beauty live streaming sales are time-limited discounts, recommendations from KOLs, and interactive atmosphere. KOLs' interaction skills and professionalism determine the effect of sales. Stars joining the live streaming also bring significant effects. • Live streaming not only stimulates short-term sales but also improves brand recognition and builds marketing opportunities in the long term. Effective collaboration between brands and KOLs contributes to a win-win situation.