Douyin e-commerce rankings in October 2021: "staying at home" and "traveling" drive consumption stratification

During the transition from autumn to winter, the consumer market shows obvious seasonal changes. In order to protect their skin and nourish their body and mind, sales of related products have risen. Categories such as beauty products, personal care and household cleaning products are very popular among consumers , and sales on Douyin e-commerce have increased significantly compared to the previous month.

As the air becomes dry, problems such as dull skin and dehydration follow one after another. People's demand for skin care has become stronger, which has led beauty lovers to directly start " stockpiling mode " and purchase various popular skin care products. Beauty devices, moisturizers, face creams, masks and other categories are the most popular and preferred products for consumers in the process of skin care. In the beauty industry, the top three products on the list are Zeus 5th Generation Beauty Device, Chando Time Freeze Four-piece Set, and Hanhou Caviar Gift Box. These products meet consumers' multi-dimensional needs for skin beauty and skin care.

Judging from the sales performance, thanks to its excellent product quality and active mobilization of influencers to sell products, the GMV of the Zeus 5th generation beauty instrument exceeded 25 million in October ; Chando adopted an " integration of product and effect " operation model, using official accounts, Blue V matrix, brand self-broadcasting, platform marketing cooperation, influencer short video + live broadcast cooperation and other means to rhythmically arrange and highly coordinate and integrate, achieving excellent sales results.

The word cloud of the TOP best-selling list in the beauty industry shows that the best-selling list of beauty instruments and the best-selling list of moisturizing and hydrating facial masks have become the focus of users' attention. Among them, the best-selling list of beauty products has become the fastest growing theme list in October , and it has become a consumer guide that showcases the fashion trends of female beauty.

Word cloud data source : Massive Arithmetic, September - October 2021

The continued attention to personal care and household cleaning products represents people's " never stopping on the road to loving themselves " . The word cloud of the top hit list of personal care and household cleaning industry shows that the most popular theme lists in October are the women's care hit list, the laundry gel bead hit list and the fabric laundry detergent hit list . In the cold climate of autumn and winter, people are more engaged in household cleaning and seasonal clothing cleaning. Clean and tidy clothes also help people maintain a healthy and refreshing physical and mental state. At the same time, the wig hit list has also attracted more and more attention from consumers. Wigs are no longer the only purpose of covering thin hair, but have become a fashion pursued by men and women, striving for a variety of styles, and a new way to solve the problem of frizzy hair during the change of seasons.

Word cloud data source : Massive Arithmetic, September - October 2021

While pursuing " beauty " during the autumn and winter seasons , we should pay more attention to " health " . With climate change, fast pace of life, and irregular work and rest, people's demand for supplements of vitamins and other nutrients has increased . Products such as Notland Vitamin Tablets and Renhe Blueberry Lutein rank first and second on the list of wine nourishing diets. As the temperature gradually drops, people's preferences for wine consumption have also changed. Unlike drinking beer in summer, people have been more inclined to warm up their bodies since October . For example, Feitian Moutai 2021 53 degrees 500ml ranks third on the list of wine nourishing diets. With the platform's warm winter wine nourishing stocking season and other activities, wine nourishing brands and stores have achieved a new round of sales growth.

In the seasonal home cleaning scenario, housework is laborious and tiring, and smart home products effectively help urban families reduce the pressure of housework. The first intelligent interactive sweeping and mopping robot with " natural voice + sound source positioning " - Ecovacs sweeping robot topped the list, and Tineco smart floor washing machine and Roborock sweeping and mopping robot were also on the list. It is not difficult to see from this consumption trend that freeing hands and improving the quality of life through innovative technology has become the mainstream consumption trend in the smart home industry.

Post- 90s mothers are more worried about raising children

Consumption of maternal and infant books continues to rise

Autumn and winter clothes

" Douyin Double 11 Shopping Festival " makes clothing brands popular

Word cloud data source : Massive Arithmetic, September - October 2021

The temperature has dropped sharply, and children should not only be dressed warmly, but also well. In the maternal and infant book industry, Balabala, Babudou, and Disney are the top three brands, among which Balabala’s GMV exceeds 200 million. At the same time, many maternal and infant clothing stores have performed well . Chenchenma children's clothing has won the recognition of parents with its healthy and comfortable product concept; LiListudiokids store guarantees uninterrupted daily broadcasts during the " National Day and Double 11 " activities , and guarantees the frequency of new products in each show to drive the increase in activities; the two stores and the official flagship store of the Balabala brand are among the top three stores in the maternal and infant book industry. (See the store list for details)

As the cold air in various parts of the country gradually " arrived " , clothing categories such as down jackets and cold-proof thick coats were also added to the shopping carts by consumers . In the word cloud of the TOP hot -selling list of clothing, shoes and bags, the most eye-catching is the hot-selling list of down jackets, and the hot-selling list of coats and jackets is also favored. At present, the demand for down jackets and footwear products is rising. TATA thick-soled knight boots and YAYA Duck Duck fashionable and versatile down jackets have become popular hot-selling items in this season. As clothing items are sold out, the exposure, attention and sales of related brands have also risen. In the clothing brands of Douyin e-commerce rankings in October , YAYA Duck Duck and Romon had GMVs of more than 430 million yuan and 260 million yuan respectively in October .

Word cloud data source : Massive Arithmetic, September - October 2021

At the end of October , Douyin e-commerce launched the annual promotion of " Douyin Double 11 Good Products Festival " . During the event, Douyin e-commerce clothing industry opened the " Douyin New Trend " live broadcast room, connecting multiple domestic clothing brands to live broadcast on the same screen, bringing together high-quality domestic products scattered across the platform, and relying on the platform's traffic support to help more good products be seen.

Golden Week

" Tourism consumption " and " stay-at-home economy " go hand in hand

Fresh food and green plant shop

Gaining attention from the " stay-at-home party " again

During the National Day Golden Week, some people chose to travel, while others chose to stay at home, resulting in the emergence of a " dynamic + static " dual consumption scenario with " tourism consumption " and " home economy " running in parallel . This also brought about a consumption boom in food and beverage consumption in travel scenarios and snacks, fresh food and other categories in home leisure scenarios.

Traveling and playing " body on the road " , McDonald's China official flagship store, Starbucks official flagship store, and Huazhuhui flagship store ranked the top three in the local virtual industry store list. In terms of the two major things of " eating " and " living " during travel , the list reflects the typical consumption trends in travel scenarios. Through the Douyin Enjoyment Plan, the three stores actively participated in platform activities, which helped boost store exposure and drive sales conversion. Among them, McDonald's China official flagship store and Starbucks official flagship store led the GMV in the month .

Homebodies watch Douyin's " cloud travel " and enjoy the beautiful scenery of the motherland without leaving home. It is so pleasant to watch Douyin, eat snacks, and shop. In the food and beverage category , the sales of Three Squirrels Food Flagship Store, Bestore Flagship Store, and Adopt a Cow Official Flagship Store are strong, ranking the top three in the food industry store list. Among them, the Bestore brand achieved an explosion through the strategy of bringing goods with the help of the expert matrix, setting a new industry record for single-game sales, and actively participated in the "Hi Food Festival and Double 11 Advance Hi " industry activities, helping the brand's GMV exceed 90 million that month.

In addition to lazy stay-at-home people, there are also many people who stay at home diligently to improve their cooking skills. Therefore, the fresh food industry related to food ingredients has attracted attention. By actively participating in the industry event "DOU Come to Taste Fresh -October Fresh Food Week " and using the " self-broadcasting + Dabo " business strategy, Xiaoniu Kaixi Official Flagship Store, Yangshulai Aquatic Products Store, and Xiyaoji Flagship Store ranked among the top three fresh food stores. It is worth mentioning that in the fresh food industry, Tianhaizang has built 9 large cold warehouses to ship goods nearby, with a monthly shipment volume of up to 2 million orders and a monthly GMV of 58 million.

It is equally important to satisfy spiritual pleasure when relaxing at home. Although the greenery outside the window is withering, people are still very interested in cultivating indoor green plants. With its extremely low maintenance cost and ultra-long flowering period, and with the support of merchants’ own broadcasts and influencers’ sales, the hydroponic green plants of Murraya chinensis have become the most popular green plants on Douyin e-commerce recognized by the public, with a GMV of over 9 million, topping the list of best-selling products in the flower and gardening industry . Kafka Soil Activator and Trachelospermum variegated cold-resistant hanging baskets ranked second and third on the list respectively. Thanks to the hot sales of this category of products, the corresponding stores in the flower and gardening industry have also shown favorable business conditions. Green Flowers, 99 Succulent Live Broadcast, and Kafka Gardening Flagship Store ranked in the top three of the flower and gardening industry store list. Among them, Green Flowers Store achieved a GMV of over 10 million in October .

The monthly list of " Douyin e-commerce rankings " is based on the platform's user consumption data, showing the industry the quality products and excellent merchants that are popular with consumers. The "Douyin e-commerce Douin hot list trend insight report" shows that the hot products on the list can obtain exclusive rights and support, and obtain efficient traffic distribution, exposure and conversion. The products on the monthly list are the " hot products " of the month . Hot products will be favored by more people, and more than 30% of consumers buy them 1-3 times a month.

For merchants, Douyin e-commerce rankings can help them gain insights into user portraits and consumer preferences, assist brands and stores to timely adjust their operating strategies, and complement the platform's activity resources to fully open up marketing links and help increase sales. For brands, the inclusion of products and brands in the rankings helps to enhance brand influence, " leading brands with explosive products " , and achieve super brand reputation from the good reviews of super products, bringing more exposure to the brand while strengthening the brand's mindset among consumers, and ultimately achieving both product and sales success from the explosion of a single product.