Tmall launches the "Fast Consumption Effect Map" to break the cycle of excessive competition in the beauty and personal care industry.

The mission of the beauty and personal care industry is to make everyone more beautiful and make the world a better place as a result. Each of us who loves life is full of expectations for technological innovation and breakthroughs in this industry.

At the same time, we must also face reality.

After experiencing a period of rapid growth in the past two years, the beauty and personal care industry is now in a stage of differentiation. There are industry leaders with steady performance growth, such as Perricone, as well as other brands that were once popular but have disappeared from the rankings this year.

Consumers are gradually losing the impulse to shop till they drop, and beauty companies are also becoming more calm.

Obviously, consumers have become more rational and their beauty needs have become more refined. For companies, this is both a challenge and an opportunity.

The more intense the competition in the industry, the more important the trend becomes.

In the increasingly crowded beauty and personal care track, the brand that closely follows the pulse of consumers and grasps the hottest trends can survive, while brands that fail to keep up with the trends and misread the market can only be eliminated.

"In the past, when we developed a new product, we needed to conduct a lot of offline research, which took a long time and was slow, and it also relied heavily on people's subjective experience and judgment," said the person in charge of Tmall TMIC. "The efficacy map can tell merchants which combination of elements can create products with a higher rate of explosive popularity, and it can also generate a brand-new product that has never been seen on the market."

"The efficacy map" seems to be the solution to the internal competition in the beauty industry.

On September 20th, TMIC and Tmall FMCG launched three major initiatives to help brand incubation trends, including the first launch of the efficacy map, the release of the FMCG trend calendar, and the continuous promotion of the "FMCG 50/450 plan".

They also joined forces with Procter & Gamble, Estée Lauder, Shiseido, Clarins, Shanghai Jahwa, Huaxi Biotechnology, and L'Oréal, and other leading FMCG groups to incubate 500 million new products within a year.

The so-called "efficacy map" includes four dimensions: "production elements," "consumer perception," "consumer guidance," and "marketing expression." Its aim is to help brands perform better in these four dimensions, seize the trend in the track, incubate new products, and make them explode.

The efficacy map also displays monthly efficacy and ingredient rankings, like a real-time updated fashion trend manual, where brands can query the map from multiple perspectives.

By understanding changes in consumer preferences, brands can more accurately position their products, see their market positioning and rankings clearly, and comprehensively explore this fiercely competitive skincare market.

Estée Lauder Group's La Mer is the first to try out the efficacy map.

La Mer's Sculpting Knife Essence determines the new product positioning as "firming" and "not sagging," identifies "V-Micro micro-sculpting particles, deep-frequency lifting net" as growth opportunities, and focuses on fitness and medical beauty enthusiasts to communicate and promote. This product was launched on Tmall in September this year and quickly became the top liquid essence product on Tmall.

It is understood that since the 2024 fiscal year, TMIC and fast-moving consumer goods merchants have focused on 140 new products, and nearly 80% of these new products have grown into million-dollar products. There are as many as 38 million-dollar products.

According to data, the Tmall Innovation Center (TMIC) can shorten the development time of a new product from two years to 6 months, and the time for a new product to become a hit product from its launch can be shortened to as little as 1 month.

Currently, there are more than 1,500 top domestic and international brands cooperating with TMIC, more than 5,000 well-known brands conducting trial cooperation with TMIC, and nearly 100,000 new product styles being generated on Tmall TMIC.

In contrast to the concept of "involution," Tmall is joining hands with six major global beauty conglomerates to expand the cake in the increasingly competitive beauty and personal care industry.