磁力引擎_秒针系统：2024年快手美妆行业营销价值白皮书-以人为本，全链经营_86页_10mb

Summary

In the highly competitive beauty market, effective marketing hinges on a people-centric approach and comprehensive chain management. Enterprises face challenges such as market saturation and declining advertising ROI due to intense competition and budget constraints. The 2024 Q3 marketing data shows that users spend 9.99 billion yuan on beauty platforms like Kuaishou, with significant growth in the 18-35 age group (Z世代) and other target demographics.

Kuaishou secures over 63.5% market penetration among beauty consumers, featuring high engagement metrics among key audiences including the Z世代 (26.8%) and small-town youth (20.7%). Unlike other platforms, Kuaishou exhibits stronger purchasing power (TGI=102) and demonstrates unique content preferences, such as a focus on ingredients (like salicylic acid and ferulic acid) and product effects. During promotional periods, commerce can surge by up to 60%.

Marketing trends show a shift toward content-driven interaction, with 88.7% preferring video formats (including livestreams) over traditional ads. Short videos (e.g., "Short Drama" and "Original Content Creators") outperform other genres by up to 89%. Cross-platform analysis reveals Kuaishou users favor researching and purchasing through its integrated ecosystem rather than third-party channels, achieving higher ROAS compared to other platforms.

Brands demonstrating successful cases include Malesher and Fluevella, which utilize targeted content and platform tools to drive GMV growth. Key recommendations include identifying high-value audience segments, activating efficient touchpoints through data-driven product management, and tailoring strategies to audience characteristics.

The study underscores that Kuaishou connects brands with users through authentic engagement, offering both enhanced data analysis and higher audience stability compared to traditional platforms.