Core Insights - The article highlights how Pechoin, a 94-year-old brand, has successfully transformed into a popular beauty brand on Douyin during the 2025 Double 11 shopping festival, indicating a significant shift in its market strategy and consumer engagement [3][9]. Group 1: Brand Transformation - Pechoin's success is attributed to its evolution from a "classic brand" to a "contemporary brand," leveraging the vibrant Douyin e-commerce ecosystem for growth [4]. - The brand's strategic upgrade from "natural herbal" to "scientific herbal" reflects a commitment to modern consumer needs while respecting its heritage [11][13]. - The launch of the "Super A Bottle Series" showcases Pechoin's focus on scientific innovation, with upgraded patented technologies and a clear market positioning [13][16]. Group 2: Content Ecosystem - Pechoin has developed a multi-layered content strategy that combines "fast content" for immediate sales activation and "slow content" for building brand value [17][18]. - The "fast content" includes short videos and live broadcasts that quickly engage consumers, while "slow content" focuses on deeper brand storytelling through collaborations and advertisements [17][18]. - This dual approach allows Pechoin to not only drive sales but also establish long-term brand loyalty and recognition [17][18]. Group 3: Platform Synergy - Pechoin actively collaborates with Douyin to leverage platform policies for growth, such as the "Navigational Plan" during the Double 11 event, which provided significant support [21]. - The brand's innovative strategies, like integrating intangible cultural heritage into product promotion, have garnered additional platform support [21]. - The synergy between product strength, content strategy, and platform policies has resulted in substantial sales achievements, exemplifying a successful model for other brands [21][23]. Group 4: Cultural and Long-term Strategy - Pechoin emphasizes cultural confidence as a differentiating factor, creating products that resonate with consumers through deep cultural narratives [25][26]. - The brand's commitment to long-term investment in research and social responsibility is evident in its consistent R&D efforts and community engagement initiatives [27][28]. - By adopting a user-centric approach, Pechoin has demonstrated the importance of listening to consumer feedback and adapting products accordingly, which is crucial for differentiation in a saturated market [30][31]. Group 5: Conclusion - Pechoin's journey on Douyin exemplifies how a classic brand can thrive in a competitive landscape by embracing innovation, content-driven strategies, and platform collaboration [33][34]. - The article suggests that as more brands follow Pechoin's lead, the era of Chinese brands could be entering a new phase of growth and recognition [34].

Core Insights - The sales momentum from the 618 mid-year shopping festival appears to have been "overdrawn" in May, leading to a decline in sales for June [1] - Major platforms like Douyin and Kuaishou show a significant drop in sales for beauty and skincare brands compared to May, indicating a potential shift in consumer behavior [1][10] Beauty and Skincare Sales - In June, Douyin's beauty and skincare brands had 36 brands estimated to reach sales of 100 million yuan, a decrease of 26.5% from 49 brands in May [1] - Kuaishou's top 500 beauty and skincare brands had an estimated total sales of 1.335 billion yuan, down 19.77% from May [1] - The top beauty and skincare brands on Tmall saw international brands occupying 13 out of the top 20 spots, with Mistine being a new entrant [4][5] - Notably, the domestic brand Pechoin rose 21 places in the rankings, attributed to the popularity of its collagen water mask [6] Brand Rankings - The top beauty and skincare brands on Douyin in June included KANS, PROYA, and L'OREAL, all estimated to exceed 100 million yuan in sales [8] - Kuaishou's top brand, Guyu, had an estimated sales of approximately 71.34 million yuan, indicating a significant gap between the top brands and others [10] - The Tmall beauty and skincare sales rankings showed a decline in international brands, with some dropping out of the top 20 [4][12] Influencer Marketing - The number of influencers achieving over 100 million yuan in sales dropped by 61% compared to May, indicating a decline in influencer effectiveness [19] - New influencers like Li Baobao emerged, achieving over 100 million yuan in sales with less than 200,000 followers, showcasing a shift in the influencer landscape [21] Consumer Behavior - The overall performance during the 618 shopping festival did not meet expectations, suggesting that consumers' enthusiasm for major promotions may be waning [23] - The extended duration of the 618 event may have contributed to consumer fatigue, impacting sales performance across platforms [23]