直播间里的潮流新时尚2020年抖音美妆直播报告巨量算数2020.6Douyin Makeup Live Stream Report in 2020The New Fashion in Makeup Live Stream 目录OVERVIEW OF FASHION LIVESTREAMAUDIENCE OF MAKEUP LIVESTREAMANCHORS OF MAKEUP LIVESTREAMLIVE STREAM MAKEUP SALES 洞察总结Part1. 时尚直播概况•直播逐渐常态化，用户规模和增长双向走高•抖音直播打开4亿DAU的另一扇窗，近六成用户每天观看抖音直播•复产复工开启，需求逐步回归，时尚行业全面复苏，直播热度后来居上•特殊时期时尚产业受到异常冲击，直播对产业改造程度最深•明星、达人、品牌全面渗透，多层次时尚生态助力行业崛起•时尚直播场景IP化发展，云端时尚+直播造节双向刺激新供给与新需求•多力驱动、需求回归，美妆行业是时尚直播回归复苏中的重要一环•美妆直播：一场高线轻熟女性引领下沉年轻丽人的美丽修行•美妆行业社零消费同比增速触底回升，直播刺激行业重启增长•美妆看播成为国民必备，5月份看播用户规模超过美妆短视频用户•注意力向直播迁移明显，看播时长实现3倍增长，后半夜看播热情最高•即时效果展示、沟通体验反馈、快速产品问答，直播在互动中建立信任感•内容、产品和主播都是看播焦点，实用教程和技巧话题助力直播间引流•美妆线上开播热潮新涌，主播数、直播场次实现翻番增长•晚八点是美妆开播高峰，最有利于预热和吸引晚间空闲时段的用户•美妆直播参与者不断升级，超七成达人开播，月度复播率超过80%•美妆短视频领域的优秀达人逐步成功迁移到直播间•美妆品牌直播参与度加强，近六成品牌每周至少开播一次•主流品牌陆续开播，直播助力品牌从深度沟通到长效运营•东部经济带开播品牌商家最多、市场活力最强，产业集中态势明显•需求重启、信心回归，美妆直播带货效果突出，购物车点击翻倍增长•美妆带货品类分布：面膜、护肤套装需求量大，口罩也挡不住口红大军•美妆直播带货不可或缺三要素：限时优惠+主播推荐+互动氛围•达人主播是刺激购买的重要促因，互动能力和专业度决定带货效果•达人带货：平台IP造势+抽奖升温+独特互动，突破单场千万级高销•明星+美妆直播：大咖加持，顶流效应，助力行业破冰•品牌开播也能有效刺激购买意愿，六成看播用户对直播产品认知提升•直播能够调动用户后续深层探索，激活品牌长效营销机会点•品牌带货案例：品牌、达人多方联动、有效配合，实现品效双赢Part2. 美妆看播趋势Part3. 美妆开播趋势Part4. 美妆直播带货趋势 •Live stream is widely accepted，the user scale and growth rate are both rising.•Douyin live stream achieves 400 million DAU, nearly 60% of users watch Douyin live stream every day.•Production and work restarted, fashion industry fully recovered, the popularity of live stream is increasing.•Live stream brings the deepest transformation to fashion industrial,which has suffered negative impact during coronavirus period.•Diverse PGC ecology in Douyin platform help fashion industry to recover.•The development of IP-based fashion live activities stimulate new supply and new demand for fashion industrial. •Beauty industry plays an important role in the recovery of fashion live stream.•Participants of Makeup live stream: anchors are mainly mature women from first-tier cities, and audiences are mostly young women from lower-tier cities. KEY FINDINGSPart1. OVERVIEW OF FASHION LIVE STREAM•A new upsurge in makeup live stream has emerged, the number of anchors and livestream has doubled.•The peak of makeup live appears at 8pm, which is most conducive to attracting users in the free evening time.•Participants of the makeup live continue to upgrade, with over 70% of the KOL going live, the monthly rebroadcast rate exceeds 80%•Makeup Brand participate in Douyin live stream more frequently, nearly 60% of brands go live at least once a week.•Douyin live stream helps brands with in-depth communication with users and long-term CRM operation.•The eastern economic area has the largest number of brand merchants, the strongest market potential, and obvious trend of industrial concentration.•Livestream makeup sales have excellent performance, clicks of shopping carts achieves double increase.•Top 3 most popular makeup categories of live sale: facial mask, skin care sets,lipstick.•Three indispensable elements for livestream makeup sales: attractive offer, anchor recommendation andinteractive atmosphere.•Purchase intention is stimulated by anchors , who’s interaction and professionalism determine the effect of live sales.•Celebrities ‘s influence can help makeup live stream to attract attention.•Branded livestream can effectively stimulate purchase intention, 60% of viewers have improved their product awareness after watching branded live.•Branded livestream can motivate viewers to explore product more deeply like search, recommendation, following brand etc.•Case of branded livestream makeup sales : Effective cooperation of brandand KOL achieves win-win result in brand recognition and revenue.Part2. AUDIENCE OF MAKEUP LIVE STREAMPart3. ANCHORS IN MAKEUP LIVE STREAM Part4. LIVE STREAM MAKEUP SALES•The growth rate of the society’s consumption on cosmetics industry rises significantly, live stream stimulates the industry to restart.•Watching makeup live stream has become a national popular entertainment, the number of makeup live watching users in May surpassed the number of makeup short video users.•Attention has been shifted to the live stream significantly, the duration of watching the live has been increased by 3 times, and the enthusiasm for watching the makeup live stream is highest in the midnight.•Interaction like real-time display and quick Q&A are key points to build trusts during live stream.•Content, products and anchors are the focus of live audience when watching makeup live, tutorials and practical topics are more attractive. 时尚直播概况OVERVIEW OF FASHION LIVE STREAMPart.1 6563769531723617526578774816988468189690324763443134259422094250339676433225598252%53%54%56%58%60%61%65%93%95%96%98%98%99%99%99%0%10%20%30%40%50%60%70%80%90%100%01000020000300004000050000600007000080000900001000002016年6月2016年12月2017年6月2017年12月2018年6月2018年12月2019年6月2020年3月中国网络直播行业用户规模趋势手机网民规模（万人）网络直播用户规模（万人）互联网普及率（%）手机网民占整体网民比例（%）中国网络直播用户在整体网民中占比近2/3，网络直播已经成为重要的数字化传播媒介直播逐渐常态化，用户规模和增长双向走高数据来源：CNNIC，巨量算数整理 抖音直播打开4亿DAU的另一