In recent years, with market expansion, increased consumer demand, and the rise of the industry, Chinese cosmetics have entered a "golden period" of development. Many brands have successfully entered the international market, igniting a trend of Chinese makeup products and challenging the dominance of Western brands. From the timeline of overseas expansion, we have seen benchmark cases such as Perfect Diary and Florasis, followed by emerging brands like Judydoll and ZEESEA, which have quickly made their presence known in international markets. Currently, Chinese cosmetics have established a presence in over 10 countries, including Japan, Vietnam, Malaysia, the United States, and Australia. Recently, there is another Chinese cosmetics brand quietly making its entry into Southeast Asia. Leveraging the TikTok platform, this brand has swiftly risen to become the top brand across all categories on Vietnam TikTok Shop in just five months, becoming a sensation in the local market. According to data from GoodsFox, Colorkey's Water Tint series of lip tints and B5 series of face masks have achieved impressive sales performance in the past seven days, ranking second and third respectively in the beauty category. 01 Brand Overview Colorkey is backed by Meishang (Guangzhou) Cosmetics Co., Ltd., which was established in 2018. As a rising star in the beauty industry, Colorkey has gained rapid popularity in the domestic market through its strategy of creating popular single products and leveraging influencer partnerships. The brand is primarily targeted towards young women and aims to unlock the beauty of the Z generation by promoting a sense of independence and coolness. In the early stages, Colorkey followed a similar trajectory to many other influencer-driven brands. It utilized a "viral marketing" strategy on popular social media platforms in China, such as Xiaohongshu (Little Red Book), Douyin (TikTok), and Bilibili, to quickly generate high brand awareness. The brand successfully created its first "hit product," the Air Lip Tint, which became the top-selling beauty product on Tmall within four months of its launch. Subsequently, Colorkey signed popular actress Dilraba Dilmurat as its brand ambassador and collaborated with iconic IPs such as Hello Kitty, Doraemon, and Pokémon to release limited-edition makeup collections, further elevating the brand's profile. Benefiting from its successful domestic experience, Colorkey swiftly applied the same marketing approach to overseas markets. Moreover, due to the similarities between Japanese, Southeast Asian, and Chinese consumers in terms of skin tone, culture, and aesthetic preferences, Colorkey identified Japan and Southeast Asia as their preferred initial destinations for international expansion. Additionally, their brand ambassador, Dilraba Dilmurat, enjoys significant popularity in both markets, which facilitates the activation of marketing resources and enables a swift entry into the local markets. It is known that Colorkey has established its presence in Japan through platforms such as Amazon and the Cosme Awards, a popular beauty website. In the Southeast Asian market, Colorkey has taken advantage of the TikTok platform and quickly established its presence in the TikTok Vietnam store, marking a crucial step in its global expansion strategy. 02 Product Analysis According to GoodsFox data, Colorkey has more than […]

According to GoodsFox, NewBella, a women's shoe brand for overseas markets, has seen a significant increase in advertising exposure in the past 30 days. Its advertising volume has grown by 76.55% compared to the previous period. Currently, NewBella ranks first in GoodsFox's shoe brand overseas promotion list and 12th in the overall category of overseas promotion. It is understood that NewBella is a women's shoe brand launched by Belle International, a leading domestic footwear company, targeting the American market. Women's shoes have always been a popular category for Chinese ecommerce companies to expand into overseas markets, with the global market estimated to exceed $100 billion. Taking the prominent market of the United States as an example, according to Euromonitor data, the average annual growth rate of the US footwear industry market size is projected to be 4.1% from 2023 to 2028, with the market size expected to reach $111 billion by 2028. In recent years, there has been a surge in the international expansion of footwear brands, with established brands like Li-Ning and Anta making appearances in the international market, and new brands like VIVAIA becoming favorites in the European and American markets with their eco-friendly designs. As […]

With the arrival of summer, the clothing category has entered its peak season for marketing and promotion. According to the data presented by GoodsFox, many brands have experienced significant increases in their advertising investments recently. These include Karakubuy, a brand specializing in Japanese retro men's clothing, as well as Bellabarnett and Loragal, which are fast-fashion brands for women. In addition to adult apparel, Moodytiger, a children's sportswear brand, has also significantly increased its advertising efforts. In the past 30 days, their advertising volume has grown by 95.2% compared to the previous period, and they currently rank 9th on the list of clothing brands expanding into international markets. Children's clothing has often been an overlooked segment, but in recent years, it has maintained stable growth. According to data, the global children's clothing market reached $172.52 billion in 2021, and it is projected to reach $296.85 billion by 2029 (Fortune Business Insight data). In terms of market distribution, a significant portion of global children's clothing revenue comes from the United States, accounting for over 20% of the global market share (Statista data). On the other hand, there is an increasing presence of Chinese brands expanding internationally, and the children's clothing segment is no exception. In recent years, notable brands like PatPat and Hibobi have emerged in the European, American, and Middle Eastern markets. In the case we are analyzing today, Moodytiger focuses on the niche category of children's sportswear to tap into the global market and establish a worldwide presence. 01 Brand Overview Moodytiger is a brand that specializes in providing professional sportswear for children aged 4 to 16. It is owned by Moody Trade (Shenzhen) Co., Ltd., established in 2018. The brand's founder, Zoe, is a mother of three children and a sports enthusiast herself. Prior to establishing the brand, Zoe keenly observed the limited availability of professional children's sportswear brands in the market. To fill this gap, Moodytiger was born. In terms of international expansion, Moodytiger has adopted a sales model that involves establishing independent brand websites, enabling global brand positioning. Currently, the brand's customer base spans 105 countries and regions, including the United States, Canada, Australia, the United Kingdom, Finland, Belgium, France, and more. Based on the traffic to the website, Moodytiger has experienced an upward trend in the past three months, reaching over 106,000 visits in April. In terms of traffic sources, 47.53% of the visits come from the United States, while 25.71% originate from Vietnam. Regarding social media traffic, Moodytiger primarily focuses on Facebook and Instagram, with these two channels accounting for 61.98% and 28.15% of the traffic input, respectively. As a brand that emphasizes "professional performance," Moodytiger's […]

According to the data provided by Accenture, the global beauty market has reached a staggering $600 billion in 2023, and the market growth is still on an upward trend. It is expected that the entire beauty and personal care industry will steadily develop at an average annual growth rate of 10% over the next three years. By 2025, the overall revenue of the industry is projected to reach 694 billion yuan, with the United States and the United Kingdom leading the European and American countries as the main consumer markets.In the new consumption environment, there are emerging trends in the beauty and personal care industry. For instance, an increasing number of new brands are quickly gaining popularity, and there is rapid development in specialized areas such as haircare and teeth whitening. Additionally, there is the rise of "male beauty" economics. To help businesses gain a deeper understanding of the development environment and trends in the beauty and personal care industry, GoodsFox has released the "Global Clothing Industry DTC Brand Marketing Report." 01 Beauty and Personal Care Advertising Market Throughout 2022, global beauty and personal care products (mobile media) maintained a share of over 10% in the overall product category for advertising and promotion, making it the category with the largest advertising and promotion volume, apart from clothing. Looking at the proportion of advertising and promotion in each quarter, the largest investment in beauty and personal care was in Q1 of 2022, accounting for 14.9%. The lowest proportion was in Q3 of 2022, accounting for 11.6%. In terms of the number of stores with advertising and promotion, the beauty and personal care category accounted for over 8% of the overall product category. The number of stores in this category rose by over 40.04% in spring, specifically in March of 2022. This also reflects the fact that the period from March to May is an active season for marketing and promotion of beauty and personal care products, with high market demand. Looking at the global market performance, Europe and the United States are still the main areas for advertising and promotion of beauty and personal care products. For example, the United States, which has the largest advertising investment, accounts for 19.2% of the global advertising share, followed by Australia and the UK, accounting for 6.6% each. In addition to Europe and the United States, there are also many emerging markets that sellers should pay attention to, such as India, which is ranked second with a rapidly increasing advertising share of 7.3%. There are also Brazil (3.6%) and Singapore (2.1%), among others, which indicates that the demand for beauty and personal care products in these new markets is constantly increasing, attracting more and more sellers to join. Looking at the sub-categories of beauty and personal care, the advertising and promotion share of facial and body care products is the highest, reaching 48.2%. Hair care products come second, accounting for 23.2%. In terms of the fastest-growing product categories in each quarter of 2022, facial and body care products had the fastest growth in Q1-Q2, hair care in Q3, and oral care products in Q4. Looking at the global top brands in advertising and promotion for beauty and personal care, Lange, a brand specializing in hair care products, had the highest advertising investment and promotion volume, followed by two brands specializing in teeth whitening products, Hismile and Snow. Overall, there are relatively few Chinese brands in the global top advertising list, reflecting the intense competition among the leading brands in the beauty and personal care category. 02 Key Market and Marketing Analysis of Beauty and Personal Care.  In the European and American markets, the top 3 popular beauty and personal care subcategories are facial and body care products (42.1%), hair care products (24.6%), and makeup products (13.9%). In terms of price, the median price of the top 1,000 beauty and personal care advertisements in Europe and America is $59.9, with 25.7% of the products priced between $20-40. The top 3 brands in the beauty and personal care advertising list are Lange for hair care products, Hismile and Snow for teeth whitening products. In the Asian market, facial and body care products are heavily promoted, accounting for 59.1%. The second is hair care products, accounting for 20.3%. The lowest proportion is hand, foot and nail care products, accounting for only 1.8%. In terms of price, the Asian market is lower than Europe and America. The median price of the top 1,000 promoted products is 48.24%, with 33.0% of the products priced below $40. In the brand advertising list, the top 3 brands are Futurelab, Hismile and The Digital Media Hub. In the Southeast Asian market, the top 3 popular beauty and personal care subcategories are facial and body care products (57.1%), hair care products (19.2%), and makeup products (10.6%). In terms of price, the median price of the top 1,000 beauty and personal care advertisements in Southeast Asia is $38.51. Among them, 37.5% of the products are priced below $40. The top 3 brands in the brand advertising list are Sandandsky, Scalpa and Bangn Body. 03 Case Study of a DTC Beauty and Personal Care Brand - HiSmile HiSmile, founded in 2014, is a brand that specializes in teeth whitening products. It has grown to become a top brand in the teeth whitening market, with over 100,000 customers worldwide and annual sales of over $25 million. HiSmile's products are especially popular among younger consumers. In terms of product offerings, HiSmile's product line is not extensive, primarily consisting of teeth whitening strips, LED light kits, mouthwash, teeth whitening serums, and toothpaste. The brand operates as […]

The global e-commerce business is rapidly expanding. Data shows that in 2022, the US e-commerce market reached $1.09 trillion, surpassing the trillion-dollar mark for the first time. At the same time, there is significant growth in new markets such as Southeast Asia, the Middle East, and Latin America, with new platforms and merchants such as TikTok and Temu joining the competition. As both new and established players continue to expand, the cost of competition is also rising. In the new economic cycle, branding has become a necessary long-term development option for merchants to constantly improve their competitiveness and gain consumer trust and loyalty.How can merchants stand firm in the fierce competition and achieve global brand marketing growth? YOUMI Cloud has launched a new Global E-commerce Brand Marketing Data Analysis Platform called GoodsFox […]