The last time Huaxizi's pre-sale exceeded

[sabarina38]

It is reported that during the 618 period this year , the pre-sales of leading domestic cosmetics brands such as Huaxizi, Perfect Diary, and Collage did not exceed 100 million yuan on Tmall, Douyin, or Kuaishou, and this phenomenon has continued for two years. As one of the representatives of domestic cosmetics, Huaxizi, which dominated the top ten in Double Eleven and 618 in previous years , not only did its pre-sale fail to exceed 100 million, but also fell out of the top ten during the 618 pre-sale this year . 100 million was on 618 in 2021 , when Huaxizi's overall sales reached 263 million yuan.


Image source 36Kr Whether it is the official Tmall list, the GMV list of Li Jiaqi's live broadcast room, or the list of statistics from the data platform, even in the long month of 618 , the new consumer brands italy whatsapp number data collectively " misfired " , and they were rarely seen in the top ten of each category . The former " kings " retired and returned to the mountains. Behind the " disappearance " , it indicates the end of this wave of new consumer brands. From now on, there is no distinction between new and old brands, and the competitive code in the consumer market is changing. 1. Behind-the-scenes promoters “ After the founder’s one-hour roadshow, the investor has to make a decision on whether to invest or not .


Several partners discuss together for half an hour and then make an investment decision, and it is best to complete a project in 1-2 weeks. " " In the past 20 years , almost all offline roadshows were BPs for consumer products . A big sister from Northeast China, who made a brand of canned yellow peaches called "Huang Xiaoxian", was extremely excited at the scene and vowed to raise 10 billion in three years and go public in five years. When we were about to leave after the roadshow, a large number of investors surrounded her. " " New consumer investment in 2021 is too hot. Some cases completely deviate from common sense and the essence of the industry.