Core Insights - The beauty market in China is experiencing a transformation, moving from a phase of "scale expansion" to "quality and efficiency competition" as indicated by a 2.9% growth in retail sales of cosmetics in the first half of 2023, which is below the 5% growth of total retail sales [7][8] - Tmall's data shows that over 200 leading merchants achieved double-digit growth in the fast-moving consumer goods sector, and more than 500 new brands saw a year-on-year increase of over 40% in transactions [3][4] Group 1 - The theme of this year's Golden Makeup Awards is "Creating Wind," focusing on a strategy that emphasizes quality and innovation to drive sustainable growth in the beauty industry [4] - The shift in consumer behavior indicates that 47% of Chinese consumers prefer familiar brands, which are built on continuous innovation and deep trust with users [8][10] - The success of new products during the 618 shopping festival highlights the importance of innovation, with 453 brands achieving over 100 million in sales, driven by nearly 109,000 new product launches [11][24] Group 2 - The current market dynamics show that brands must focus on product strength and brand power, as consumers are returning to rational purchasing behaviors [15][30] - Tmall's strategy includes enhancing user operations and deepening engagement with high-value consumers, resulting in a 25% year-on-year increase in transactions from VIP members [29][30] - The "four growth flywheels" strategy implemented by Tmall aims to support brands through marketing, product quality, audience targeting, and traffic expansion, which has proven effective in driving growth [21][30] Group 3 - The beauty market is witnessing a rise in high-value consumer segments, with premium brands showing resilience and growth, as evidenced by the awards given to high-end products at the Golden Makeup Awards [13][19] - Tmall's initiatives to support new products and brands have led to a significant increase in new product visibility and sales, with new product traffic increasing sixfold [24][30] - The collaboration between Tmall and beauty brands is fostering a sustainable growth model, emphasizing long-term strategies over short-term gains [30][33]

Group 1 - The core focus of the article is on Li Jiaqi's new live streaming initiative targeting middle-aged and elderly consumers during the 618 shopping festival, showcasing a shift in strategy to capture a different demographic [1][34] - Li Jiaqi's new live streaming channel "All Parents' Happy Home" launched on May 5, attracted over 1.74 million viewers during its first broadcast, despite minimal promotional efforts for the 618 event [3][20] - The live stream on the first day of 618 featured 52 products and achieved nearly 3.5 million views, ranking first in the "Clothing and Bags" category [3][20] Group 2 - Li Jiaqi's main live streaming channel saw a GMV increase of over 10% compared to the previous year, indicating strong market performance and consumer interest [7][24] - The article highlights the competitive landscape of the 618 shopping festival, noting that while some major streamers have exited, Li Jiaqi remains a dominant figure, with his live stream viewership exceeding 429 million [30] - The overall sales performance of the 618 event showed a decline, with a reported 7% decrease in total online sales compared to the previous year, marking the first negative growth for the event [35][39] Group 3 - The new live streaming channel adopts a slower pace and a more relaxed atmosphere, catering specifically to the preferences of older consumers, contrasting with the fast-paced nature of typical shopping events [12][18] - The article discusses the strategic shift in marketing approaches, with platforms like Taobao and Douyin emphasizing direct discounts and simplified rules to attract consumers [39][41] - The collaboration between major platforms like Taobao and Xiaohongshu aims to enhance consumer engagement and drive traffic, reflecting a trend towards strategic partnerships in the industry [41]