2024年抖音店的密码-先行者品牌如何获得销售成功报告（英文版）-Spate

© 2024 Nielsen Consumer LLC. All Rights Reserv ed.© 2024 Nielsen Consumer LLC. All Rights Reserv ed.Cracking the Code of TikTok Shop: How first mover brands are finding sales successMarch 2024© 2024 Nielsen Consumer LLC. All Rights Reserv ed.© 2024 Nielsen Consumer LLC. All Rights Reserv ed.Your Presenters TodayAnna MayoVice PresidentNielsenIQ Beauty VerticalOlivier ZimmerCo-Founder & CEOSpate2© 2024 Nielsen Consumer LLC. All Rights Reserv ed.© 2024 Nielsen Consumer LLC. All Rights Reserv ed.3Top TakeawaysTikTok Shop is a new retail powerhouse, and growing quickly12345There are many ways to find success on TikTok Shop, but not all brands are taking advantage of this new retail platformBeauty is a top category on TikTok ShopYes, the shopper is young, but the platform is reaching beauty buyers across all generationsBrands are spending big on TikTok to stand out© 2024 Nielsen Consumer LLC. All Rights Reserv ed.© 2024 Nielsen Consumer LLC. All Rights Reserv ed.4About NielsenIQ BeautyThe mission of NielsenIQ's Beauty Vertical is to empower manufacturers and retailers across the beauty landscape with the most comprehensive insights and analytics - all grounded in the industry's most trusted data.We deliver a Full View of the beauty consumer – wherever they shop, enabling strategic decision-making with confidence.With our unique offerings and beauty expertise, we help our clients act on the trends and consumer behaviors that will impact their business today and in the future.© 2024 Nielsen Consumer LLC. All Rights Reserv ed.© 2024 Nielsen Consumer LLC. All Rights Reserv ed.SPATEDataSPATEDataSales,Credit CardTransactionsAWARENESS + CONSIDERATIONINTENTPURCHASESpate’s data captures consumers’ intent, which is a close preemptive signal to purchase, shedding some new and complementary perspectives on sales data at the top of the consumer funnel.Social Media is about consumers’ aspirations. Consumers are building the persona of who they want to be, not necessarily reflecting their actual behaviour.Search Data, a “digital truth serum,” reveals an honest picture of consumer desires. People will search something they may not be comfortable asking their mother or best friend. According to a correlative study between Spate and NIQ, search is a strong indicator of future sales.ABOUT SPATE5© 2024 Nielsen Consumer LLC. All Rights Reserv ed.Source: NielsenIQ Personal Care Online Total (Traditional EC+TikTok) - ChinaSource: Foxintelligence E-receipt Consumer Panel, Q1 2024Source: NielsenIQ Total US E-commerce Measurement Pow ered by Rakuten Intelligence | 4 w eeks through 2/29/2024 | Health & Beauty CareTikTok Shop enters with a bang, and keeps growing6ChinaPersonal care e-commerce retailerCosmetics e-commerce retailerUKBeauty & Wellness e-commerce retailerUS#9#2#2© 2024 Nielsen Consumer LLC. All Rights Reserv ed.© 2024 Nielsen Consumer LLC. All Rights Reserv ed.7TikTok continues to advance its position as a key Beauty & Wellness RetailerSource: NielsenIQ Total US E-co