Text: Lijin
618 this year, what is the record of Douyin?
According to official data, Douyin Mall still maintains rapid growth. How are the specific categories and brands performing?
Which categories are growing faster and worth paying attention to? Which brands are doing well? What are the emerging opportunities for Douyin in the second half of the year? How should brands plan for growth?
Lijin and Cicada Rubik's Cube conducted an in-depth study of the data and 25 key categories of this promotion, and the following is an overview of the conclusions:
1. Basic Disk 25,000 products in the Douyin e-commerce mall exceeded one million, with a year-on-year increase of 85%.
2. Category opportunities Raw material packaging, corrective massage, cameras, pet health care, and local life are growing rapidly.
3. The growth rate of 3C digital camera/SLR camera exceeded 300%, and the related smart devices and network equipment/network showed a sustained high growth trend.
4. Second-hand goods The sales of second-hand department stores increased by more than 1,200% year-on-year, the sales of second-hand 3C digital and trendy shoes and clothing grew steadily, and the sales of second-hand luxury goods went out.
5. The sales volume of medical and health care protective gear increased by 922% year-on-year, and the sales increased by 741%, which is worth paying attention to; health care products continue to grow steadily; Beibeijia's sales and sales volume increased by more than 2000% year-on-year, with significant growth.
6. Raw material packaging Gift packaging, abrasives and plastic products have grown explosively, and the sales of gift packaging have increased by as much as 417469% year-on-year, which is worth paying attention to; Evef mainly focuses on storage supplies, with a sales and sales growth rate of more than 12,000%.
7. The sales of kitchen and bathroom appliances in all secondary categories have increased, and the growth rate of laundry, care and drying and heating equipment is obvious, which is worth paying attention to. The strength of domestic brands in this field is strong, among which Yangzi, Mijia and Dreame have a rapid growth rate, all exceeding 300%.
8. Book Education All secondary categories have grown, but the unit value of customers has declined to varying degrees. Damaged inventory/cosmetic defects, fitness and health care increased significantly, and teaching and auxiliary books were still the main force.
9. Luxury luxury jewelry grew by more than 2,000%, and luxury accessories and shoes grew significantly; The growth rate of brands KENZO and Celine exceeded 500%.
10. Pet products The sales volume of cat/dog medical supplies (non-pharmaceutical) track increased by 1723% year-on-year, and the sales volume increased by 607%, while the sales volume and sales of pet health care track achieved an increase of more than 200%, which is worth paying attention to. Xianlang, Kuanfu and Royal sales grew rapidly.
11. Furniture and building materials floor heating/radiators/radiators, steel, metal structural parts and calcium silicate boards have increased dozens of times. The brand strength of smart door locks and electric sofa tracks is strong.
12. Home textiles decoration design, bedding, and home fabrics have grown significantly, while home accessories have declined slightly. The sales performance of brands Mekaiten, Lidani, Romantic Flower Language and Woodpecker Home Textiles has increased significantly, all exceeding 600%.
13. The secondary category of household cleaning of daily necessities has the fastest growth rate, of which the growth rate of cleaning bubbles/mousse exceeds 1000%. Vitality 28, of course, the hall has grown more than 100 times, which is worth looking forward to.
14. Clothing and underwear The subdivision of national clothing and characteristic accessories has grown rapidly, exceeding 500%, which is worth paying attention to. COCO ZONE, Wuwu, Hongjintai, Jili and Ma have achieved more than 25 times growth.
15. Local Life The growth rate of the film/performance/event category reached 201%, of which the sales of exhibition activities increased by 4866%. In terms of virtual card coupons/recharge, charging services, refueling services and knowledge reading have increased significantly.
16. The secondary categories under the maternal and infant products category have shown steady growth, and the growth rate of disposable saliva towels and children's home textiles has exceeded 800%, which is worth paying attention to. Xinyi, Yanxi, and kangaroo mothers are growing faster.
17. Auto parts and motorcycles, hydraulic/lifting tools, oil supply systems, oil-water separation systems and oil products have increased by more than 200%, which is a significant growth and worthy of attention. Germany's Continental and Belle have grown rapidly, with sales increasing by more than 3,000 times year-on-year.
18. Toys and musical instruments The sales of toys/strollers/puzzles/building blocks/models increased by 93% year-on-year, and the tracks of animation/peripherals/cos/board games, musical instruments/accessories all grew steadily; Domestic brands in this field continue to make efforts, and brands such as Card Game, LiberLive, Monkey Power Zebra, and Wanwei Man have grown rapidly.
19. Jewelry Fashion jewelry and pearl jewelry have increased by more than 20%, and the sales of anklets and artificial gemstones/synthetic gems have increased year-on-year, which is worth paying attention to.
20. The secondary track of fresh vegetables and fruits has grown in an all-round way, and meat/eggs/poultry, fruits and fruit products have grown rapidly, which is worth paying attention to. The TOP20 brands on the list of categories have changed greatly, and the awakening of durian flavor and BESTHOME have grown rapidly.
21. Gifts Cultural and Creative The sales of the four sub-tracks of antique art auctions, stone carvings, cultural toys, and cartoon flowers/creative flowers increased by more than 2,000% year-on-year. The TOP20 list has changed greatly, and there are many new brands.
22. Beauty & Skincare Skincare products and makeup/perfume grew significantly, among which Hanshu grew the fastest, with sales increasing by 212% year-on-year, and Osman, Key to Skin, Nature Hall and Yves Saint Laurent also saw significant increases.
23. Sports & Outdoor Sales of baseball-related products increased by more than 300% year-on-year, of which baseball shoes increased by 15,661%. Shark pants and sunscreen clothing drape brands are still hot and still occupy a position in the TOP20.
24. Clocks & Accessories Watches and glasses have increased by more than 30% in sales, and glasses sales have doubled. Compared with the previous year, the TOP20 brand list is quite different, and there are many new brands on the list.
25. Shoes and bags Children's shoes/baby shoes/parent-child shoes grew the fastest, with sales up 75% year-on-year. In terms of brand, Sophia's sales increased by 276 times year-on-year, and sales increased by more than 400 times, which is worth paying attention to.
26. Food & Beverage Dairy/coffee/cereal/brewing track sales doubled year-on-year, and Guojiao 1573 and October paddy fields grew rapidly, both exceeding 1000%.
27. Flowers and Plants Both gardening and flower delivery increased, with the sales of flower delivery increasing by 133% year-on-year. Aihuaju, Yuantaifeng, and frost picking have increased significantly, which is worth paying attention to.
28. Statistical caliber 0:00 on May 24, 2024 ~ 24:00 on June 18, 2024, raw order caliber, excluding returns; The data is compared with the same period of Douyin 618 last year (May 31, 2023 ~ 24 o'clock on June 18), unaudited, please refer to the final release of the platform.
01
Let's take a look at the growth rate of specific categories first.
In this review, 112 key secondary categories were screened, and their year-on-year sales, sales and customer unit value were respectively pulled to analyze the growth of the track.
Douyin 618 key secondary category sales
It can be seen that the category of raw material packaging has exploded in 618, and the sales of packaging, rubber and plastic materials and products, standard parts/parts/industrial consumables and other categories have grown rapidly. Of course, this is also related to the small overall market of the category, and it is mainly driven by head brands, such as: Eveve.
Digital products have always been the key category of the 618 promotion, and the sales of digital cameras/SLR cameras in Douyin 618 increased by more than 300% year-on-year, and the sales volume increased by more than 126% simultaneously, reflecting the trend of digital enthusiast consumers' purchase preferences shifting to the Douyin platform.
Especially based on the social media characteristics of Douyin, consumers have stimulated the demand for high-end photography experience and the desire to "go red" by watching videos. The high unit value and low renewal rate further enhance the discount-driven nature of the camera category.
Pet health care continues to be popular, sales and sales volume increased by more than 200% year-on-year, cat and dog rations, hair care is the main market, showing that pet owners are paying attention to pet health care is increasing rapidly.
The local lifestyle services market is showing strong growth momentum, with the sales of films/performances/events growing by more than 200% year-on-year and sales climbing by 140% year-on-year. Douyin has successfully stimulated the vitality of the market with its in-depth layout of local life services and resource integration capabilities, and has also shown rapid growth in segments such as flower delivery and household cleaning services.
The continuous pursuit of a healthy lifestyle by urban people has also promoted the rapid growth of the market for health care products such as posture belts, massagers, and back care products, driving the sales of nursing and protective gear to increase by 741% year-on-year, and the sales volume to increase by 922% year-on-year; The sales of medical devices increased by 138% year-on-year, and the sales volume increased by more than 200% year-on-year.
02
Next, let's look at the brand performance of specific categories.
A total of 25 first-level categories were screened, and the top 20 brands in category sales were selected respectively, and analyzed through year-on-year sales, year-on-year sales, year-on-year customer unit value, and ranking changes.
Douyin 618 3C digital TOP20 brand sales
The list of 3C digital TOP20 brands is still dominated by mobile phone manufacturers, and educational products are gradually occupying a place. The top 3 brands are Apple, Huawei, and Little Ape. Although Apple's sales and sales volume fell significantly year-on-year, it still maintained its leading position with a large market volume.
The top 3 brands that have grown in the rankings are Homework Bang, Redmi, HP and Little Ape. Among them, Homework Gang and Little Ape are both focused on the education market, and their rapid growth shows the unlimited potential of smart devices in the education market.
It is worth noting that domestic manufacturers Huawei and Xiaomi have achieved remarkable results in adopting a dual-brand strategy. The main brand retains its existing position, while the sub-brand enters the sinking market by breaking into the sinking market at low prices, creating new growth opportunities. Huawei maintained second place, and the sub-brand Glory ranked fourth; Xiaomi ranked seventh, followed by its sub-brand Redmi, with sales up 484% year-on-year, the highest on the list.
Honor, Lenovo, OPPO, Asus and Xiaodu all fell in the rankings compared to last year.
Douyin 618 second-hand goods TOP20 brand sales
The top 3 brands in the field of second-hand goods are Apple, Samsung and Huawei, all of which are 3C digital brands. Among them, Apple maintained the first place, Samsung rose 9 places, and Huawei rose 18 places.
该领域新增品牌有6个:POEO、SANNAING、NPNGAIN、荣耀显通、爽配和酷驰。 其中POEO、SANNAING、荣耀显通和爽配为3C数码品牌,NPNGAIN和酷驰为奢侈品品牌。
Red Blin's ranking has slipped compared to last year.
Douyin 618 medical and health care TOP20 brand sales
In the field of medicine and health care, Nordland has been ranked TOP1 for two consecutive years, followed by Xiaoxian Stew and five female doctors, of which five female doctors have risen four places this year.
Xiaoxian Stew focused on the sub-category of "Freshly Stewed Bird's Nest" through precise market positioning, and established a strong brand awareness through social media marketing, achieving great growth, rising by 20 places.
The top three brands in terms of growth are Beibeijia, OES and Golden Bean Sprouts. Among them, Beibeijia grasped the market opportunity of adult orthodontic belts, and continued to create new explosive products, sales and sales were very eye-catching, with a year-on-year increase of more than 2000% and a ranking of 282. The popular OES product is the massager, and the popular product of the golden bean sprouts is pear paste; New entrant brands can grasp the pain points of consumers and make large single products to break the circle.
Douyin 618 raw material packaging TOP20 brand sales
The top 3 brands in the field of raw material packaging are Evieve, Ubag and Supai. Among them, Evie and Ubag rose to more than 500 places, and Supai was a new brand.
Iveve's popular products are folding storage boxes, Ubag's popular products are transparent plastic bags, and Supai focuses on automotive supplies.
The rankings of Xinrong, Youxi and Dingya have declined compared with last year.
Douyin 618 kitchen and bathroom appliances TOP20 brand sales
The list of kitchen and bathroom appliance brands is still Haier and Midea take turns dominating the list, and Skyworth has risen 3 places this year to squeeze into the top three.
The top 3 brands that have grown in the rankings are Yangzi, Mijia and Dreame; Yangzi's popular product is the air circulation fan, which rose 81st place with its low customer unit price and new category ranking, with a year-on-year increase of 1,471% in sales and a year-on-year increase of 2,883% in sales. Among them, Mijia's main business is smart home products, and Dreame focuses on a large single product - floor scrubber. The rankings of Little Swan, Meiling, Supor, TCL, Ecovacs and Oaks have fallen by more than one place compared with last year. If you want to break the circle in kitchen and bathroom appliances, there are two ways: learn Mijia to provide the ultimate cost performance for all categories, or use popular models to make a solid reputation and continuously improve brand power.
Douyin 618 book education TOP20 brand sales
The top 3 brands in the field of book education are Qu Full Score, Yiyi, and Shi Guang. The full score of fun rose 46 places, one remained unchanged, and the time optics rose 1 place. With its popular products full score mathematics, the unique marketing strategy of famous teachers has been adopted to achieve differentiated competition, and many of the brand's products have achieved remarkable results in the market.
The top 3 brands that have increased in the ranking are Han Zhijian, Beiding Rabbit and Qu Full Score. Among them, Han Zhijian's popular products are Xueba Notes; The popular product of Beding Rabbit is the small four doors of the second note. Compared with last year, the rankings of Xueersi and Homework Gang have declined, which may be because Xueersi and Homework Gang have found another way to re-roll up the learning machine track, compared to a book, the learning machine can accommodate a large amount of knowledge, and there are audio and other effects, so that learning can be seen and touched.
Douyin 618 luxury TOP20 brand sales
The top 3 brands in the luxury sector are Karl Lagerfeld, BOSS and AMI PARIS. KARL LAGFELD MOVED UP 2 PLACES, BOSS DROPPED 1 PLACE, AND AMI PARIS DROPPED 1 PLACE. There are three new brands: MARNI, Balmain and tote me. Among them, MARNI specializes in women's shoes, and Balmain and tote me specialize in women's clothing.
此外,排名上升超500位的品牌有5个:BURBERRY/博柏利、EMPORIO ARMANI/阿玛尼、VERSACE JEANS COUTURE、Max Mara/麦丝玛拉和Celine/思琳;可以看出消费群体在618选择奢侈品消费仍较为客观,且轻奢品牌较受青睐。
Douyin 618 pet products TOP20 brand sales
The top 3 brands in the field of pet products are Maifudi, Meow Van Si and Kuanfu. Kuanfu's main sales products are cat litter, canned cat food and cat strips, with sales up 860% year-on-year, sales up 196% and unit value up 224% year-on-year.
The top 3 brands that have grown in the rankings are Xianlang, Royal and Kuanfu. Among them, Xianlang focuses on high-end baking staple foods, with sales and sales volume increasing by nearly 2,000% year-on-year, ranking up 126 places; Royal focuses on providing functional pet food, and through a diversified product matrix, it accurately meets the needs of pets at different growth stages and efficacy, with sales and sales volume increasing by more than 400% year-on-year. Meow Van Si, Pointe, Bernard Tianchun, Biyiqi, PIDAN and Oh Oh all fell in the rankings compared to last year.
Douyin 618 furniture building materials TOP20 brand sales
Compared with the same period last year, the top 3 brands in furniture and building materials sales rose 2 places in the ranking of Gujia Home Furnishing, and Zhihuashi and Lin's Wood both fell 1 place.
The top 3 brands that have grown in the rankings are Kubid, Xiaomi, and Kadis. The popular products of Kubid are Italian minimalist electric sofas; Xiaomi's popular product is face recognition smart door lock; Kaadis is a popular product for smart door locks. It can be seen that the integration of intelligent furniture and digital electronics has gradually become one of the main factors for consumers to consider when purchasing.
There are also two new faces in the field of furniture and building materials: Dongwo and Carreno, the former is a fully automatic smart toilet, and the latter is a floor scrubber. Consumers' positive feedback on these high-end household products further confirms the upgrading trend and infinite vitality of the furniture and building materials market.
Douyin 618 home textile TOP20 brand sales
The top 3 brands in furniture and home textile sales are Maciteng, Muji, and Yaduo Planet. Mekaiten's ranking rose 40 places, Muji's ranking dropped one place, and Planet Yaduo's ranking rose six places.
The top 3 brands in the ranking growth are Hengyuanxiang, Red Dragonfly, and Winnie the Pooh. Hengyuanxiang's popular products are men's boxer briefs, etc.; Red Dragonfly's popular products are latex ice silk mat three-piece sets; Winnie the Pooh's popular product is a latex mat set.
The rankings of Mercury Home Textiles and Yalu have declined compared with last year.
There is 1 new brand in the field of local life, and Tengtai has risen to more than 500 places in the ranking by relying on explosive air conditioners.
Douyin 618 daily department store TOP20 brand sales
The top 3 brands in sales of daily necessities are Blue Moon, Xinxiangyin, and Momeng. Blue Moon's sales increased by 652% year-on-year, rising 13 places, Xinxiangyin's ranking fell 1 place, and Momeng's ranking rose 9 places.
The top 3 brands in the ranking growth are Vitality 28, Baiyun Mountain, and GURANTANG Chengchengtang. Vitality 28's popular products are camellia-scented laundry detergent, lavender-scented laundry detergent, etc.; Baiyun Mountain's popular products include smoke stain removal toothpaste, firming and anti-wrinkle eye essence oil, etc.; GURANTANG's popular product is peptide keratin conditioner.
The rankings of plant protection, Qingfeng and phytvashi all declined compared with last year.
There is 1 new brand in the field of local life: the popular product of the Hehe series is the washing and care set.
Douyin 618 clothing underwear TOP20 brand sales
The top 3 brands in apparel and underwear sales are Woodpecker, Heilan House, and Romong. Woodpecker and Hailan House both rose 2 places in the rankings, and Luo Meng fell 1 place in the rankings.
The top 3 brands that have grown in the rankings are Wuwu, Hongjintai, Jili and Ma. Our popular products are skirts, jeans, etc.; Hongjintai's popular products are sequin dresses, Xiaoxiang dug waist dresses, etc.; The popular product of Jiri and Ma is the summer slacks.
CO CO ZONE、猫人、UR、罗蒙、IEF排名相较去年均有下滑。
Douyin 618 local life TOP20 brand sales
The top 3 brands in local life sales are Baidu Netdisk, Tencent Video, and Doushen. Baidu's network disk ranking rose 1 place, and Tencent Video's ranking rose 3 places.
It is worth noting that Doushen relied on the popular product Wenyan Yijiaotong to rise 490 places. Doushen focuses on the concept of big language learning, and its business development is developing rapidly, and its language education products are widely recognized by consumers and the market.
The top 3 brands in the ranking growth are Doushen, Xunlei, and Luckin Coffee. Thunderbolt's popular products are iQiyi platinum VIP members; Luckin Coffee's popular product is instant freeze-dried black coffee powder.
WPS, iQiyi, iKang Guobin, Youku, and their rankings have all declined compared with last year.
There are 4 new brands in the local life field: Thunder Games' popular product is the Moon Road Big Mac Gift Pack; The top product in the sales volume of smart leasing and battery swapping is the national quarterly card; The popular product of Naraka: Bladepoint is the toad leader Hu Wei bundle; The popular product of pixel cake is the AI retouching package redemption card.
Douyin 618 maternal and child products TOP20 brand sales
The top 3 brands in the sales of maternal and infant products are Kangaroo Mother, Feihe, and Bedmei. Kangaroo Mother rose 6 places, Feihe rose 3 places, and Bedmei rose 1 place.
The top 3 brands in the ranking growth are Xinyi, Yanxi, and Pigeon. Xinyi's main products are scientifically formulated, care for intestinal health, and accurately position the market, relying on popular products such as P16+ children's probiotics and S16 sensitive probiotics to be recognized by the market; Yanxi's popular products are anti-gravity cloud nursing underwear; Pigeon's popular product is the third generation of Pigeon's baby bottle.
Turtle Dad, BabyCare, and Rabbit Head Mom all fell in the rankings compared with last year.
Douyin 618 auto parts and motorcycle TOP20 brand sales
The top 3 brands in auto parts and motorcycle sales are No. 9, Chefu, and Baolilun. No. 9 rose 4 places in the rankings, and Che Servant fell 1 place in the rankings, Baolilun is a new brand in this field, and its popular products are oil film cleaners.
Among them, No. 9 relies on the technical advantages in the field of intelligence, accurately targets the positioning of the target customer group, focuses on mid-to-high-end products, and relies on the popular product long-range electric motorcycle, with sales increasing by 445% year-on-year and sales increasing by 317% year-on-year.
The top 3 brands in the ranking growth are Continental, Belle and G. Germany's Continental brand's popular products are UC7 luxury balanced sedan tires; Jia Belle's popular products are laser mirror reflectors; G popular product is SCR urea system crystalline cleaner.
Baoneng, Kejingwei, Yika, Luyuan, and Chefu all declined in the rankings compared with last year.
Douyin 618 toy musical instrument TOP20 brand sales
The top 3 brands in sales of toys and musical instruments are Bubble Mart, Card Oil, and Mingxiaotang. Bubble Mart still ranked first, the ranking of card oil rose 17 places, and the ranking of famous schools rose 4 places.
It is worth noting that the sales of card games relying on the popular Pony card products soared by 2042% year-on-year, and the sales volume increased by 4487% year-on-year.
The top 3 brands that have grown in the rankings are Songny, Cat Soul, and Wanwei Man. Sunny's popular products are children's remote-controlled aircraft, children's remote-controlled gliders, children's remote-controlled foam fighters, etc.; Cat Soul's popular products are Christmas children's toy cameras; Wanweiman's popular products are children's bracelets and beaded gift boxes.
Niu Tingting, Beiyi, Uncle Kai's storytelling, Lego, and Zebra rankings have all declined compared with last year.
There are 2 new brands in the field of toys and musical instruments: LiberLive's popular product is the C1 stringless guitar; The top-selling products of Zebra are Zebra Encyclopedia, Plant Astronomy, Human Body Science Animation, Fun Enlightenment-xy, Zebra Encyclopedia, 3D Science Animation-xy, etc.
Douyin 618 jewelry TOP20 brand sales
The top 3 brands in jewelry are Yunshangxu, China Gold and Chow Tai Sheng. All three brands continued their leadership positions from last year and remained unchanged in their rankings.
The top 3 brands in the ranking growth are Jin Tengshou, Xijun Yuyi and Kaiberry. Among them, Jin Tengshou is a new brand, attracting consumers with the quality-price ratio of the source factory, and the popular products are silver needle small pea ear buckles, cinnabar gold list title pendants and jingle bracelets.
Xijun Yuyi focuses on freshwater pearls, and the popular products are pearl earrings, studs and millet bead necklaces; Caberry focuses on jadeite, and the popular products are jade safety buckle bracelets, earrings, and titanium steel enamel brooches.
The rankings of Liuliufu, Chaohongji and CIGALONG have slipped compared with last year.
Douyin 618 TOP20 brands of fresh vegetables and fruits
The top 3 brands of fresh vegetables and fruits are Daxidi, Dongfang Selection and Tianhaizang.
The sales and sales volume of Daxidi increased by more than 100% year-on-year, and the official flagship store sold a total of 1.2 million pieces of the explosive whole cut and conditioned steak package combination. Dongfang Selection may have lost its sales performance due to the "walking with Hui" to divert traffic, but the popular South American white shrimp still has more than 8 million sales. Tianhaizang mainly promotes quick-frozen food, and the sales of spicy crayfish tail and authentic king intestine have exceeded 1.4 million pieces.
The top 3 brands in the ranking growth are Yi Xiaomeng, Durian Awakening and Lianyi. Yi Xiaomeng is a new brand, and the main product is boneless chicken feet of various flavors, please bring the goods to "Sister Yu" in the northeast. The popular products of durian flavor awakening are Thailand's A-grade tree ripe golden pillow durian pulp, while Lianyi's popular products are original-cut beef ribs, diced lamb shanks and original-cut beef beef scorpions.
The rankings of Oriental Selection, Romance of the Sea, Boneless Man, Seafood Boat, Minhe and Seaside Couple have dropped compared with last year.
Douyin 618 gift cultural and creative TOP20 brand sales
The top 3 brands in the gift and cultural and creative categories are Zhibao, Dinghua and Shanmuji Craft.
Zhibao and Shanmuji Craft maintained their leading position last year, ranking first and third respectively. Zhibao is mainly engaged in lighters, and the official flag sales crown product is lighter fuel. The top products in the sales volume of Shanmu set are sandalwood accessories. Dinghua is a new entry brand, focusing on agarwood accessories, incense materials and essential oils.
The ZORRO brand ranking has decreased compared to last year.
The rest of the brands on the list have all achieved positive rankings. Dinghua, Lanxiangxu, Four Seasons Time, Dajiyang Gulong Kiln Firewood, Hualongyu, Xianglao Li, Xingyun, Lika, a total of 8 brands newly participated in the Douyin 618 list, of which three laid out incense materials and Chinese-style wooden accessories.
Douyin 618 beauty and skin care TOP20 brand sales
The top brands in the beauty and skin care category are Han Shu, Proya and Helena.
With the blessing of short drama traffic dividends, Han Shu's sales and sales increased significantly year-on-year, topping the list. Proya's "Morning C and Evening A" combination double anti-serum + ruby series is still popular. Helena is still carried by the old Internet celebrity black and white bandages and green treasure bottles.
The top 3 brands that have increased in the ranking are Yves Saint Laurent, Key to Skin and Osman. Yves Saint Laurent's popular product is square tube lipstick, the popular product of Skin's Key is the "Long Tube Isolate" Light Condensation Primer, and Osman's popular product is Whitening and Spot Mask 3.0.
Helena, Jimeng, Estee Lauder, La Mer and Hanaxiko have slipped from the previous year.
Douyin 618 sports and outdoor TOP20 brand sales
The top 3 brands in the sports and outdoor category are similar to the previous year, and are still occupied by Nike, Fila and Adidas. With the exception of Fila which saw a slight decrease in average order value, all three brands showed steady growth in other sales performance.
Bananashita, Under Armour, Kazuko Ono and Jordan slipped in the rankings.
The brands that have seen the largest growth in the rankings are SINSIN and MissWiss. SINSIN's popular products are five-point models, spring and summer shark pants and snow skin small thin waist sunscreen clothing. MissWiss is a new brand, and the popular products are similar to SINSIN - two shark pants of different lengths, as well as a bare-legged artifact.
Douyin 618 watch accessories TOP20 brand sales
The top 3 brands of watch accessories are Montagu, Fachmann and Duka. Mengtejiao's popular products in this category are smooth sailing, containing gold real diamonds, light luxury automatic mechanical watches. Fachmann's top product is the Golden Kirin Double Date Business Waterproof Men's Watch.
Duka is also the brand that has jumped the most in the TOP20 in this category, and its popular products are calendar waterproof diamond-set watches.
It was followed by the brand Dury, which jumped 330 places, and its popular product was heavy mechanical watches. The third place is BEXEI, which has risen 206 places, and the popular product is the Wandering Earth co-branded watch.
LAUERTON, MACERO, BUGATTI, IBANO AND RENOVO SLIPPED IN THE RANKINGS.
Douyin 618 shoes, boots, bags and bags TOP20 brand sales
The top 3 brands in the shoes and bags category are still composed of Coach, Daphne and Huili. Coach "old flower" pattern tote bags and handbags sell the best; Daphne's sales performance has increased steadily, with a number of thick-soled small white shoes selling more than 50,000 pieces. The sales volume of a variety of thick-soled heightened board shoes and dad shoes exceeded 400,000 pieces, but the unit price of customers decreased slightly by 11%, and the ranking also fell by 1 place.
The top 3 brands in terms of growth rate are Sophia, Camel and Nike. Sophia's popular products are mesh breathable retro high-end versatile casual shoes, Camel's popular products are spring and summer outdoor hiking shoes, and Nike's popular products are RUN casual running shoes.
IN ADDITION TO THE AFOREMENTIONED PULLBACK, CHARLES & KEITH AND JEEP HAVE ALSO SLIPPED IN THE RANKINGS.
Douyin 618 food and beverage TOP20 brand sales
The top 3 food and beverage brands are Moutai, Yili and Adopt a Cow.
Moutai's sales volume and sales increased year-on-year, and it continued to be the top seller in the category, and Moutai Prince Liquor and Feitian Moutai 50ml sold the best. Yili's sales doubled year-on-year, and the cumulative sales of pure milk and high-protein skimmed and high-calcium milk powder both exceeded 300,000 pieces. 1.276 million people have adopted a cow and more than 30,000 people have repurchased pure milk and A2 β-casein children's milk.
The top 3 brands in the ranking growth are Guojiao 1573, October Rice Field and Jiannanchun.
The popular product of Guojiao 1573 is the strong fragrance type excellent liquor small wine gift box 52 degrees 50ml*2, the sales crown of the October rice field is the yellow glutinous corn cob, and the popular product of Jian Nanchun is the whole box of crystal Jian Nanchun.
Li Mocha, Wufangzhai and Dongfang Selection have slipped in the category track.
Douyin 618 flowers and green plants TOP20 brand sales
The top 3 brands of flowers and plants are Desheng Zhiyuan, Aihuaju and Yuantaifeng. Desheng Zhiyuan is mainly engaged in agricultural products, such as seeds/seedlings and fertilizers, and the top selling products are wheat seeds and corn seeds. Yuan Tai Fung's main products are various forms of plant nutrients.
Aihuaju is also the fastest-growing brand, with direct stores and partnerships with other flower shops in the city to offer products.
The top 3 brands in the ranking growth rate also include flower season and frost picking. The popular products of the flower and plant season are Wenzhu Zen potted plants, and the popular products of frost harvesting are the precious orchid seedlings with strong fragrance (6-8 generals).
Kafka, Heidi's Garden, Sirius, Spend a Moment and Eaves Garden fell from the previous year; Flowers and plants season is a new brand.
03
This time 618, Douyin still maintains a relatively rapid growth.
The list of the top 20 brands of various categories has changed greatly, which means that the pattern of various categories of Douyin e-commerce is still unstable, the reshuffle speed is fast, and there are still opportunities for white label and short-term business to enter the game.
This also means that it is very difficult for brands to hold their positions for a long time, and it also tests the brand's ability to hit the product and launch.
The tertiary categories, including tide clothes, medicine and food homologous products, small kitchen appliances, and maternal and child products, have ushered in high growth, and there is still room for running products and growth in local small markets.
This time, Lijin only selected Douyin's representative 25 key category brand lists for analysis, and the brand performance and ranking depend on the brand's strategy to deal with the big promotion, which only has a partial reference role for Douyin's 618 record.