2024年抖音店的密码-先行者品牌如何获得销售成功报告

CrackingtheCodeof

TikTokShop:Howfirstmoverbrandsare

findingsalessuccess

March2024

©2024NielsenConsumerLLC.AllRightsReserved.

Your

Presenters

Today

AnnaMayo

VicePresident

NielsenIQBeautyVertical

OlivierZimmer

Co-Founder&CEOSpate

2

©2024NielsenConsumerLLC.AllRightsReserved.

TopTakeaways

1

TikTokShopisanewretailpowerhouse,andgrowingquickly

2

BeautyisatopcategoryonTikTokShop

3

Yes,theshopperisyoung,buttheplatformisreachingbeautybuyersacrossallgenerations

4

BrandsarespendingbigonTikToktostandout

5

TherearemanywaystofindsuccessonTikTokShop,butnotallbrandsaretakingadvantageofthisnewretailplatform

3

©2024NielsenConsumerLLC.AllRightsReserved.

AboutNielsenIQBeauty

ThemissionofNielsenIQ'sBeautyVerticalistoempowermanufacturersandretailersacross

thebeautylandscapewiththemost

comprehensiveinsightsandanalytics-all

groundedintheindustry'smosttrusteddata.

WedeliveraFullViewofthebeautyconsumer

-wherevertheyshop,enablingstrategicdecision-makingwithconfidence.

Withouruniqueofferingsandbeauty

expertise,wehelpourclientsactonthetrendsandconsumerbehaviorsthatwillimpact

theirbusinesstodayandinthefuture.

4

©2024NielsenConsumerLLC.AllRightsReserved.

ABOUTSPATE

Spate’sdatacapturesconsumers’intent,whichisaclosepreemptivesignaltopurchase,sheddingsomenewandcomplementary

perspectivesonsalesdataatthetopoftheconsumerfunnel.

SocialMediaisaboutconsumers’aspirations.Consumersare

buildingthepersonaofwhotheywanttobe,notnecessarily

reflectingtheiractualbehaviour.

SearchData,a“digitaltruth

serum,”revealsanhonestpictureofconsumerdesires.Peoplewill

searchsomethingtheymaynotbecomfortableaskingtheirmotherorbestfriend.Accordingtoa

correlativestudybetweenSpateandNIQ,searchisastrong

indicatoroffuturesales.

AWARENESS+CONSIDERATION

SPATE

Data

INTENT

SPATE

Data

PURCHASE

Sales,

CreditCardTransactions

5

TikTokShopenterswithabang,andkeepsgrowing

#2

China

Personalcare

e-commerceretailer

#2

UK

Cosmetics

e-commerceretailer

#9

US

Beauty&Wellnesse-commerceretailer

Source:NielsenIQPersonalCareOnlineTotal(TraditionalEC+TikTok)-China

Source:FoxintelligenceE-receiptConsumerPanel,Q12024

Source:NielsenIQTotalUSE-commerceMeasurementPoweredbyRakutenIntelligence|4weeksthrough2/29/2024|Health&BeautyCare

6

©2024NielsenConsumerLLC.AllRightsReserved.

TikTok

continuestoadvanceits

positionasakeyBeauty&Wellness

Retailer

TikTokShopecommercerankingamongTotalUS

OnlineBeauty&WellnessRetailers

9

12

9

12

16

19

22

Aug-23Sep-23Oct-23Nov-23Dec-23Jan-24Feb-24

Source:NielsenIQTotalUSE-commerceMeasurementPoweredbyRakutenIntelligence|7monthsending2/29/24|Health&BeautyCare

7

©2024NielsenConsumerLLC.AllRightsReserved.

BeautyremainsaprevalentdepartmentforTikToksales,while

clothingfollowsclosebehind

TikTokCategorySales(Millions)

$396

$376

$174

$143

$108

$56

$54

$55

$36

$42

$27

OfficeProducts

Health&Beauty

Home&Kitchen

Apparel&Accessories

Toys&Games

Electronics&Accessories

Appliances

Grocery&

Gourmet

Food

Sports&Outdoors

Jewelry&Watches

Tools&

Home

Improvement

Source:NielsenIQTotalUSE-commerceMeasurementPoweredbyRakutenIntelligence|6monthsending1/31/24

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©2024NielsenConsumerLLC.AllRightsReserved.

ThebiggestsellingCPGcategoryduringTikTokShop's

launchcontinuestobeHealth&Beauty

TikTokDollarSalesbyCategory

August2023-January2024

Millions

$100

$90

$80

$70

$60

$50

$40

$30

$20

$10

$0

8/1/20239/1/202310/1/202311/1/202312/1/20231/1/2024

Food——Health&BeautyCareHouseholdCare

Source:NielsenIQe-commerceRetailerView,TikTok,8/1/2023-01/31/2024

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©2024NielsenConsumerLLC.AllRightsReserved.

TikTok’sbiggestsellingsubcategoriesinHealth&Beautyare

FacialSkinCareandLipCosmetics

2,000,000

1,800,000

1,600,000

1,400,000

1,200,000

Orders

1,000,000

800,000

600,000

400,000

200,000

-

FacialSkinCare

LipCosmetics

Supplements&Vitamins

CombinationPacks

Cologne&Perfume

BodyLotions&Treatments

EssentialOils

FalseEyelashesandAccessories

TeethWhiteningKit

DropsAndWaxRemoval

EyeSkinCare

4,0005,000Sample

6,000

7,000

8,000

9,000

-1,0002,0003,000BubbleSize=DollarVolume(000)

Source:NielsenIQe-commerceRetailerView,TikTokHealth&BeautyCategories,8/1/2023-1/31/2024

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©2024NielsenConsumerLLC.AllRightsReserved.

TikTokShoppersskewyounger,morediverseand

lessaffluent

TikTokHealth&BeautyShopperDemosKeyIndicesvs.TotalUSOnlineHealth&BeautyShopper

260

180

179

166

153

134

127

125

18-2425-34High

SchoolorLess

SomeCollege

AfricanAmerican

HispanicLessthan$24,999

$25,000-$49,999

AgeEducationEthnicityIncome

Source:NielsenIQe-commerceRetailerView,TikTokHealth&BeautyCategories,%ofBuyersIndex8/1/2023-01/31/2024

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©2024NielsenConsumerLLC.AllRightsReserved.

Health&Beautyshoppershavetakenanaverage

of2trips,spendingover$20eachtripDriverMetricsbySub-CategorywithinTikTok

$43.4

$33.5

$24.8

$21.4

$16.6

$12.8

Dollars/OrderDollars/Buyer

Health&BeautyFoodHouseholdCare

Sub-Category

Health&BeautyFood

HouseholdCare

Orders/Buyer

2.01.3

1.3

Source:NielsenIQe-commerceRetailerView,TikTokHealth&BeautyCategories,8/1/2023-1/31/2024

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©2024NielsenConsumerLLC.AllRightsReserved.

TikTokShopHealth&Beautybuyersseesimilarlevelsofoverlapwithtopbeautysellersonline,SephoraandULTA,butahigherpercentagealsoshopatmassretailersTarget&Walmart

14.8%

U

18.2%

T

13.9%

S

20.7%

W

%ofTikTokShopBuyersShoppingatR

3.1%

Macy’

1.6%

N

Source:NIQe-commerceRetailerView6monthsending1/31/24

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ExploringTikTok’s

GrowingBeautyPresence

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FINDING:

TikTokpIaysa

significantroIeinbeauty,withthebeauty

categoryintheUSamassing

1.28triIIion

totaIviewsontheplatform.

TotalViewsonTikTok

800B

600B

400B

200B

0HairMakeupSkincare

Regardingtotalviews,eachcategorybenefitsfromstrongvisual

transformations.Hairstyles,curlyhairroutines,wigs,andsalonsessions

leadhairviews.Makeupviewsaredrivenespeciallybymakeupartistry

andtheachievementofbothboldandsubtlelooks.Finally,pimples,acne,anddermatologyleadthechargefortheskincarecategoryviews.

DataSource:USTikTokendingJanuary2024

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©2024NielsenConsumerLLC.AllRightsReserved.

FINDING:

Hair,Makeup,andSkincare

HairMakeupSkincare

Thebeauty

150B

categoryhas

seen+47%

100B

50B

Jul1,2021Jan1,2022Jul1,2022Jan1,2023Jul1,2023

0

growthinviewssinceIastyear.Asitgrows,it’sanincreasingly

Skincareisthefastestgrowingcategorywith+50%year-over-yeargrowthinviews.Growthacrosshairandmakeupaswellbodewellforthepresenceofbeautyontheplatform.

dominantformofentertainment.

DataSource:USTikTokendingJanuary2024

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©2024NielsenConsumerLLC.AllRightsReserved.

FINDING:

brand

totalviews↓

paid

YoY

l’oréalparis

20.9B

90.7%

261.0%

k18

17.3B

35.1%

-49.4%

olay

15.0B

96.2%

280.9%

cerave

12.5B

80.9%

128.1%

sephoracollection

10.6B

25.8%

-11.4%

neutrogena

10.2B

98.6%

198.9%

nyx

10.0B

29.3%

230.1%

NearIyhaIf

(49%)ofthe475biIIionbrand

viewsonTikTokarepaid*.

Companiesare

maybelline10.0B49.7%164.0%

rarebeauty

9.8B

1.7%

197.0%

armanibeauty

8.8B

45.8%

128.2%

investingheavilyintheplatformtograbconsumers'attention.

*PaidViews->Thepercentageofviewsthatcanbeattributedtopaidpartnerships,eligibleforcommission,andbrand

partnerhashtags,ie#partner;Source:USTikTokendingMarch24,2024

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©2024NielsenConsumerLLC.AllRightsReserved.

FINDING:

Acrossbeautyonhashtagtotalviews↓WoW

TikTok,

demographics#blackgirlmagic30.1B1.0%

g.

includesdifferent

#momlife18.2B0.9%

lifestages,races,

#girl12.0B0.5%

andethnicities.

*PaidViews->Thepercentageofviewsthatcanbeattributedtopaidpartnerships,eligibleforcommission,andbrand

partnerhashtags,ie#partner;Source:USTikTokendingMarch31,2024

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©2024NielsenConsumerLLC.AllRightsReserved.

Analysis:How

BrandsHaveFoundSuccessonTikTokShop

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©2024NielsenConsumerLLC.AllRightsReserved.

BrandsDifferfromthose‘AllIn’onTikTokShop,tothosewhoaretestingthewaters

MissedOpportunities

MainstreamEarlyAdopters

PowerConverters

TikTokExclusives

$50

$40

$per1000Views

$30

$20

$10

$-

$183

●$129

0%5%10%15%20%40%60%80%100%

%ofeCommerceSalesThroughTikTok

Source:NielsenIQe-commerceRetailerView,TikTok,8/1/2023-1/31/2024,Spateviewsbymonth8/2023-1/2024

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©2024NielsenConsumerLLC.AllRightsReserved.

Weidentified4approachesthatbrandsareusingonTikTokShop

SegmentName

TikTokExclusives

PowerConverters

MainstreamEarlyAdopters

MissedOpportunists

Strategy

ThesebrandshavefocusedonTikTokshopasakey

pieceoftheirretailstrategy.

Theyaremakingoverhalfoftheire-commercesaleson

theplatform,andareefficientatconvertingviewsinto

sales

Thesebrandshavefocusedonjoiningtheplatformearly,andhaveseenstrong

conversionsfromviews,whichisleadingtosalessuccessaswell

ThesebrandsarewellknownandaredippingtheirtoesintotheTikTokShopuniverse.

Theiruseoftheplatformisstillmainlyforbrandbuildingandbrandawareness,andwearenotseeingthese

brandsconvertviewsasstronglyintosales.

Thesebrandshavevery

strongfollowingsonTikTok,andarereceivingsignificantviewsfortheircontent.

However,theyhavenotmonetizedtheirviewersthroughTikTokshop,

resultinginlostpotentialrevenue

SalesPositioning-%ofa

Over50%

Between1-15%

Lessthan2%

Minimalsales

brand’se-commercesaleshappeningonTikTokShop

ConversionRatio

(relationshipbetweensalesthroughTikTokshopand

brandviewsontheplatform)

Veryhighconversionratio(Salesper1000viewsover$8)

Strongconversionratio(Salesper1000viewsbetween$4-$8)

Lowerconversionratio(SalesVeryhighviews,butveryLowper1000viewslessthan$3)conversionratio/not

measurable

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©2024NielsenConsumerLLC.AllRightsReserved.

WhileMainstreamearlyadopterscapturethemostviews,powerconvertorsarebestat

monetizingviewsintosales

DollarSales(M)Views(M)

23-Aug23-Sep23-Oct23-Nov23-Dec24-Jan

MainstreamEarlyAdoptersPowerConverters

TikTokExclusivesMissedOpportunists

23-Aug23-Sep23-Oct23-Nov23-Dec24-Jan

MainstreamEarlyAdoptersPowerConverters

TikTokExclusivesMissedOpportunists

Source:NielsenIQe-commerceRetailerView,TikTok,8/1/2023-1/31/2024,Spateviewsbymonth8/2023-1/2024

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©2024NielsenConsumerLLC.AllRightsReserved.

TikTokExclusiveCaseStudy:VeyesBeauty

Ranked#4intotalhealth&beautysalesonTikTokShop

%ofe-commerceSales

$per1000views

91%

$8.55

VeyesBeauty:TikTokExclusive

aaDollarSales——Views(000)

Sep-23Oct-23Nov-23Dec-23Jan-24

Source:NielsenIQe-commerceRetailerView,TikTok,9/1/2023-1/31/2024,Spateviewsbymonth9/2023-1/2024

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©2024NielsenConsumerLLC.AllRightsReserved.

VeyesBeautyhashtags+#tiktokshop

48.9Mtotalviews

VEYESBEAUTY

TIKTOKDATA

avgweekly

top3brandhashtagviews

#veyesbeauty

4.9M

#veyeslashes

3.4M

#veyeslashextensions

260.2K

top10relatedhashtag(productformats)

totalviews

#diylashextensions

119.0M

#veyeslashes

58.3M

#lashtryon

32.9M

#lashtutorial

24.1M

#fakelashes

11.0M

#volumelashes

10.1M

#lashkit

9.6M

#eyelashes

7.4M

#whispylashes

6.1M

#clusterlashes

5.4M

#1@itsmekelsc

#2@theeitty.bitty

#3@deasiahshontay

31.1Mtotalviews8.5Mtotalviews1.3Mtotalviews

@itsmekelsc'svideotryingonlashesleadsinviewsamongallcontentthatcombinesVeyesBeautyhashtagswith#tiktokshop.ThisunderscoreshowvisualtransformationisakeymotivatoronTikTok,withthepowerto

significantlyboostingsalesaswell.Hashtagsaboutproductformats

Source:USTikTokendingMarch24,2024

indicatelashesandDIYlashextensionsarecrucialtoconsumersinterestedinVeyesBeauty.

24

MainstreamEarlyAdoptersCaseStudy:SoldeJaneiro

Ranked#7intotalhealth&beautysalesonTikTokShop

%ofe-commerceSales

$per1000views

1%

$1.60

SoldeJaneiro:MainstreamEarlyAdopter

DollarSalesViews(000)

Aug-23Sep-23Oct-23Nov-23Dec-23Jan-24

Source:NielsenIQe-commerceRetailerView,TikTok,8/1/2023-1/31/2024,Spateviewsbymonth8/2023-1/2024

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©2024NielsenConsumerLLC.AllRightsReserved.

SOLDEJANEIRO

TIKTOKDATA

SoldeJaneirohashtags+#tiktokshop

120.7Mtotalviews

avgweekly

hashtag

top3brand

views

#soldejaniero

21.3M

#soldejaneiro

12.4M

#soldejaneiroperfume

4.2M

totalviews

346.0M286.6M262.5M236.0M232.9M196.5M151.6M112.0M 98.3M96.3M

top10relatedhashtag(productformats)

#perfume

#bumbumcream

#soldejaneirocheirosa#perfumetok

#cheirosa62

#braziliancrush#perfumetiktok#bodymist

#cheirosa40

#cheirosa68

#1@lexirosenstein

13.6Mtotalviews

#2@lexirosenstein

10.4Mtotalviews

#3@alexandrajanthony

9.7Mtotalviews

DespiteSoldeJaneiroofferingawiderangeofproductsacrossvariouscategories1itsperfumeemergesasthemostviewedproductformatandtheleadingsourceofviewsforSoldeJaneiro+#tiktokshop.Amongthetopcontent1theBrazilianCrushCheirosa62PerfumeMiststandsoutastheclearfavorite.

Source:USTikTokendingMarch2412024

26

PowerConvertersCaseStudy:TarteCosmetics

Ranked#1intotalhealth&beautysalesonTikTokShop

%ofe-commerceSales

$per1000views

8.4%

$12.99

TarteCosmetics:PowerConverter

DollarSalesViews(000)

Sep-23Oct-23Nov-23Dec-23Jan-24

Source:NielsenIQe-commerceRetailerView,TikTok,9/1/2023-1/31/2024,Spateviewsbymonth9/2023-1/2024

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©2024NielsenConsumerLLC.AllRightsReserved.

TARTECOSMETICS

TIKTOKDATATartehashtags+#tiktokshop

152.5Mtotalviews

avgweekly

hashtag

top3brand

views

#trippinwithtarte

44.7M

#tartecosmetics

40.8M

#tarte

25.8M

totalviews

285.2