BeautyTech.JP: Douyin Becomes Beauty Brand Marketing Mainstay in China

Last year Alibaba made headlines due to its slowing growth, both Douyin and Red have taken share from Alibaba, especially when it comes to beauty.
As Douyin has beefed up its e-commerce capabilities over the last year, their beauty engagement is rising accordingly, and brands are finding success.
According to BeautyTech.JP, :”The trend looks set to continue into 2022, with Alibaba’s cosmetics GMV down 27% to 13.666 billion yuan (US$2.15 billion) in January, while Douyin’s has surged 364.5% to 6.243 billion yuan (US$982.6 million). Douyin has now become a force to be reckoned with for beauty brands.”
While marketing spend is going largely toward Douyin and RED, engagement is higher on Douyin: “Comparing engagement numbers by genre, Douyin has the highest engagement rate for skincare at 44.8%, while RED has the highest engagement rate for makeup at 62.3%. These aspects also contribute to the good compatibility of the two platforms.”
The article looks at how Chinese brands are leveraging Douyin, and what this means for Alibaba and its future.
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