【最新】2020 美妆直播大数据报告PPT完整版.pptx

直播间里的潮流新时尚The New Fashion in Makeup Live Stream2020年抖音美妆直播报告Douyin Makeup Live Stream Report in 2020目录OVERVIEW OF FASHION LIVESTREAMAUDIENCE OF MAKEUP LIVESTREAMANCHORS OF MAKEUPLIVESTREAMLIVESTREAMMAKEUPSALES洞察总结Part1. 时尚直播概况Part3. 美妆开播趋势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Part4. 美妆直播带货趋势需求重启、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Part2. 美妆看播趋势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?????????????????????????????KEY FINDINGSPart3. ANCHORS IN MAKEUP LIVE STREAMPart1. OVERVIEW OF FASHION LIVE STREAMLive stream is widely accepted，the user scale and growth rate are both rising.???????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 rebroadcastrate 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, andobvious trend of industrial concentratio