TikTok Shop's weekly ranking of US e-commerce data has been released, with the following details
Last week, the total GMV reached US$83.4 million, up 33% from the previous week, with an average daily order of US$11.9 million;
The top 5 categories of GMV last week were: beauty and personal care, women’s clothing, collections, sports and outdoor, mobile phones and electronic products;
The mobile phone and electronic product categories had the fastest growth in GMV and sales last week, mainly driven by affordable hot products from multiple S stores (fully managed), including: digital cameras, game consoles, mini phones, etc.
Two fashion-related hashtags remain popular on TikTok
Recently, it was discovered that two fashion labels have maintained their popularity on TikTok: “That girl” and “Clean Girl”. These two labels are highly related and often appear together. They represent “the girl who shines in everyone’s heart”. In the Chinese context, it can be described as “the girl from another family”: a perfect woman who is highly self-disciplined and pays attention to the health of body, mind and spirit. “Clean Girl” further emphasizes that the current popular beauty is original, positive and energetic, rather than heavy and decadent.
Under this label, users share their lifestyles that are striving towards their idealized self. You can see every detail: morning rituals, organic and healthy diets, regular exercise, daily skin care procedures, light-colored clothes full of relaxation and pseudo-natural makeup, etc…. They all became popular on the Internet for a while, bringing sales of related hot products.
Short video material shooting is usually based on Vlog, where users record their morning rituals, daily life, skin care, and clothing matching. This type of video usually does not require them to speak, and uses ASMR or soft and soothing pop music, or classic lines from a movie to achieve aesthetic requirements; or it is mainly based on user oral teaching.
We start with this fashionable lifestyle to help discover hot products in various categories and how to prepare materials!
A clean and decent appearance is the basic condition for becoming a “Clean girl”, so body care is the part that these girls invest the most in. In terms of skin care products, basic facial cleansers, lotions and sunscreens are essential, and on this basis, Clean girls will also add essence creams, masks and eye patches. In terms of brand selection, users under the Clean girl trend prefer to emphasize the “naturalness” of brands and ingredients. In terms of mask selection, smear-type masks are more popular than patch-type masks because they are more ritualistic and the ingredients look more natural. In addition, DIY masks and eye patches with fruits and vegetables are also very popular short video materials under this label.
Transparent lip oil is also one of the products that the Clean girl trend has made popular. This fashion aesthetic advocates lustrous and plump lips, while white European and American women have thin lips. They choose to use light pink lipstick with transparent lip oil to create plump lips with abundant blood.
“Pseudo-bare makeup” must be the hottest makeup so far this year. Clean girls emphasize naturalness when applying makeup, so they choose to retain some small blemishes such as freckles. They like to use a light liquid foundation with a small amount of concealer to moderately cover blemishes such as tear grooves, dark circles, acne marks, etc., use shadow sticks and highlighter creams to strengthen facial contours, and use the “sandwich setting method” to set makeup with powder and setting spray.
The small store Tarte Cosmetics ranked No. 1 in the GMV of the US small store weekly list last week, with an estimated GMV of US$2.29 million, more than twice that of the second-ranked small store. Many products of the small store are ranked in the top 20 of the list, including: shadow sticks, concealers, nude lip liners, liquid foundation, etc. Each product has a variety of color options for different ethnic groups in the United States, which is worthy of attention from merchants and brands that make beauty products.
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