Content + social e-commerce product “Zhanyan”, can it break through the encirclement of Xiaohongshu?

In 2019, social products ushered in explosive growth, with new and old giants such as Alibaba. Baidu,, and NetEase entering the social field one after another. iQIYI also launched a content + social e-commerce product, Zhanyan, in early 2020, focusing on grass growing. Social networking, and shopping malls in fashion makeup. So, can Zhanyan break through the trend of makeup under the strength of Xiaohongshu?

 The makeup market has huge potential

At present, China is the second largest cosmetics consumer market in the world, and the proportion of cosmetics online retail sales is also gradually increasing.

According to the latest data from the National Bureau of Statistics, from January to December 2018, the national retail sales of cosmetics reached 261.9 billion yuan, a year-on-year increase of 9.6%. From 2012 to 2018, China’s color cosmetics market developed rapidly, with an average annual Thailand Phone Number compound growth rate of 13.7%, higher than the overall cosmetics market growth rate. It is estimated that in the next five years, the color cosmetics market will maintain a rapid growth rate of 12%, and by 2023, the market size of my country’s color cosmetics industry will exceed 65 billion yuan.

Zhanyan product experience

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Homepage recommendation: After entering the app. Users can see diversified content such as recommended color tests, tutorials. And evaluations, which are presented in interesting forms such as graphics, short videos, and live broadcasts. Of course. You can also follow interested bloggers, like, comment. And favorite the content you like; for your favorite products. You can complete the purchase link directly in the Zhanyan App. Without having to jump to a third-party website to complete the shopping.

Homepage Follow: Find many people you are interested in. Such as make-up masters, celebrities, makeup artists, etc., and also follow bloggers to share content.

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