YITRACKERS MAY 2020 UPDATE - RONG ZHANG, HAO CHEN JUNE 29, 2020 ACKNOWLEDGEMENT
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YiTrackers May 2020 Update Rong Zhang, Hao Chen June 29, 2020 Acknowledgement Daini Wang, Jing Yun
The Market • Business recovery drives YoY in May to 40% • MoM of 14% exceeds MoM of 5.7% in May 2019 • Comparing to the rank of 7 YiTrackers in May 2019, Safety, Cleaning & Health, Beverage, and Baby Food are gainers • Growth momentum in April and May is stronger than pre-COVID-19 YoY in Nov and December
Comparing to YiTrackers ranking in May 2019, Safety, Cleaning & Health, Beverage, and Baby Food are gainers Data Source: Tmall Data and Yimian Analysis ©YIMIAN DATA 3
Tmall GMV in May followed the seasonal rise of prior years with a stronger momentum; April-May YoY
growth exceeds that of the two months before COVID-19
Seasonal Pattern of Tmall GMV Year-Over-Year GMV
300 Growth Rate(%)
250
200
CNY BILLION
150
35
31
100
50
8
0
Nov-Dec
Jan-Feb
Apr-May
2020
2019
2020
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2018 2019 2020
Data Source: Tmall Data, Yimian Analysis and YiDrone Tool ©YIMIAN DATA 4
April-May YoY rates of Beverage, Safety, Cleaning & Health, Baby Food, Snacks, and Electronics all
exceed pre-COVID-19 levels; Personal Care & Cosmetics and Pet Food also regained most of their pre-
COVID-19 YoY growth
Change of YoY Growth
vs. Pre-COVID-19
GMV YoY Growth Change During COVID-19 and Recovery
YoY Growth(%)
98
72 49
68 56 55
46 53 59
33 38 40 29 36 31 34 35 19 34
12 7
Beverage Safety, Cleaning Baby Food Snacks Electronics Personal Care & Pet Food
& Health Cosmetics
Nov-Dec 2019 Jan-Feb 2020 Apr-May 2020
Data Source: Tmall Data, Yimian Analysis and YiDrone Tool ©YIMIAN DATA 5
In May, the market overall achieves 40% year-over-year and 14% month-over-month growth. Snack is the only YiTracker with below-market YoY. Personal Care & Cosmetics beats market in MoM growth. Data Source: Tmall Data, Yimian Analysis and YiDrone Tool ©YIMIAN DATA 6
Baby Food • Nature’s Way leverages top live-streaming KOL Viva Huang to drive DHA/Walnut Oil growth • BIOSTIME markets its LPN ingredient to boost infant immune system and enters top 10 • MEILING and BAIYUE cater to recent rising interest in goat milk and achieve strong growth
Baby food beats the market Baby Food YiTracker (1/7)
annual growth in May,
although with a 10% decline
over April.
Mellin is a stronger driver of
Juice/Beverage, growing by 4.5x
MoM in May.
Thanks to live-streaming top KOL
Viva Huang, Nature's Way's
DHA/Walnut Oil sales explodes.
Nestle, Abbott, Nutricia, and
Infatrini are the few dominant
players in premature infant formula,
taking more than 90% of share.
Source of Insights: YiDrone Tool ©YIMIAN DATA 8
9 of April top 10 brands stay, Baby Food YiTracker (1/7)
except Yili replaced by
Biostime.
Domestic brand Biostime partners
with French companies and source
milk from Europe, strengthening its
"import" image. Biostime's Paixing
brand markets its LPN (Lactopontin)
ingredient to boost infant immune
system, offers bulk package, and
achieves strong sales in recent
months.
Source of Insights: YiDrone Tool ©YIMIAN DATA 9
The fastest-growing brands Baby Food YiTracker (1/7)
grow by ~15x/year and
~5x/month in May, which are
moderate comparing to fast
growers in some other
categories.
COVID-19 impacted supply chain
and consumer trust of overseas milk.
Happy Prince offers free trials and
large order discounts to grow sales.
Meiling and Baiyue cater to recent
rising consumer interest in goat milk
and achieve strong growth.
Source of Insights: YiDrone Tool ©YIMIAN DATA 10Beverage • "Line-and-crowd skipping" self-serve coffee products and "0-additive, high-calcium, freshly- milked" goat milk continue to grow above average • WANGWANG innovates with "milk-frozen-into- ice-cream" • NONGFU attracts athletes with "single-hand- opening, non-spill" bottles • VOSS and GEXISHI get boost from KOLs including Dwayne Johnson and Viva Huang
Beverage beats market in Beverage YiTracker (2/7)
annual growth and sustains its
April sales level.
Self-serve coffee products, including
Coffee Liquid Concentrate, Drip
Cofee, and Capsule Coffee, help
consumers to avoid lines and crowds
in coffee shops and continue strong
growth in May.
Goat milk is marketed as the animal
milk most resembling human milk.
The best-selling keywords include
"no additives", "high calcium", and
"freshly milked".
Source of Insights: YiDrone Tool ©YIMIAN DATA 12WANGWANG enters Top 10; NESTLE
and SOYMILK lose ranks; MENGNIU
Beverage YiTracker (2/7)
is the only brand with MoM decline.
WANGWANG innovates with
DONGCHI product line to "free a cup
of milk into ice-cream".
NONGFU Spring, the maker of
popular sport drink JIANJIAO, now
sells bottled water packaged
especially for sport activities with
convenient features such as "single-
hand cap opening" and "falling
without spilling".
Source of Insights: YiDrone Tool ©YIMIAN DATA 13The fastest-growing brands grow by
~62x/year and ~16x/month in May,
Beverage YiTracker (2/7)
painting a volatile segment.
"Health" theme is strengthened by
COVID-19.
VOSS contracted Hollywood
celebrity Dwayne Johnson in 2019,
and inserted placements in popular
online TV show "The Best Partner",
both of which helped its growth.
GEXISHI focuses on wild pueraria
instant drink, which is healthy for
hot summer days. The brand
contracted Viva Huang, the recent
Top KOL in live-streaming, to drive
online traffic.
GOLD KANO drives growth mainly
with its best-selling Enzyme Fruit
Tea with "0 fat" to attract health-
conscious consumers, marketing its
products as "delicious drink without
calorie concerns".
Source of Insights: YiDrone Tool ©YIMIAN DATA 14Electronics • "Lazy cleaning" trend drives the growth of ultrasonic cleaners and window-cleaning or floor- sweeping robots • "Air safety" concerns help sales of forced-air ventilation and anti-mildew disinfection air conditioners • "Healthy & natural" preference is met by home water filtration and integrated ceiling fan-and- light • "Business restart" pulls more commercial water dispenser sales
Electronics grows at rates on par
with the market. “Get Lazy" and
Electronics YiTracker (3/7)
"Prevent Infection" are the top
needs.
Ultrasonic Cleaners help consumers
clean hard-to-machine wash
underwear without moving a finger.
Window Cleaning Robots and
Sweeping Robots help busy
commuters to reduce the
housework load.
"Air Safety" in a world shared with
COVID-19 drives the sales of
Household Forced Ventilation
Systems, not only to block smog,
but also to prevent virus infection.
Source of Insights: YiDrone Tool ©YIMIAN DATA 16The top 10 brands are the same as
April. BEAR loses places.
Electronics YiTracker (3/7)
In May, after the issuance of New
National Standards for Energy
Efficiency of Air Conditioners, CHIGO
launches the healthier inverter air
conditioners. Its intelligent anti-
mildew, intelligent cloud technology
and effective sterilization are
addressing consumers "air safety"
concerns amid COVID-19, boosting
its rank to No.7.
Source of Insights: YiDrone Tool ©YIMIAN DATA 17The fastest-growing brands grow by
~88x/year and ~20x/month in May,
Electronics YiTracker (3/7)
painting a volatile segment.
LINWON focuses on integrated
ceiling fan and light for consumers
seeking "natural, healthy, and
comfortable" lifestyles.
Canature built-in water purifiers
make drinking water available,
eliminating cumbersome water jugs
and reducing risks of infection.
SPRING WATER achieves high YoY
and MoM growth with its
commercial drinking water
dispensers, as schools,
kindergartens, and factories resume
operations.
Source of Insights: YiDrone Tool ©YIMIAN DATA 18Personal Care & Cosmetics • "Summer essentials" address hair removal, sunblock, and sweat control needs • "Occasional mask removal" stimulates makeup, lipsticks and acne-control products • SK-II refurbishes its 2020 Tokyo Olympic campaign to "Spring Doll" • "Cross-category brand copy" helps Rimula Men's Cosmetics free-ride on the traffic of a more famous men's apparel brand with an identical Chinese name.
Personal Care & Cosmetics is on par
Personal Care & Cosmetics YiTracker (4/7)
with the market for year-over-year
growth; it beats the market for
month-over-month growth.
Seasonal "summer days" demand
drives the sales of Women's Hair
Removers, Sunscreen, Anti-
perspirant, and Refreshing
Ointment.
As COVID-19 comes under control,
mask-wearing occasionally becomes
optional. Make-up and Oral Cavity
Beauty & Care gradually recover at
higher YoY and MoM growth than
the overall Personal Care &
Cosmetics.
Source of Insights: YiDrone Tool ©YIMIAN DATA 20YAMAN, SK-II, and YSL replaced
VENZEN, OKADY, and BOTEX in Top
Personal Care & Cosmetics YiTracker (4/7)
10, in which all brands grow both
annually and monthly.
YAMAN comes from Japan, focusing
on beauty apparatuses. YAMAN
contracts KOL Faye Yu in May to
drive sales of its ACE-line of Radio
Frequency Beauty-care Instrument.
SK-II's facial treatment essence
turns the original 2020 Tokyo
Olympic campaign into a revised
Spring-Doll campaign, an "Adaptive
Marketing" story. The cute
Japanese dolls help SK-II enter the
Top 10 list.
YSL rides the consumers urge to
remove masks whenever possible
now with COVID-19 under control
and grows its sales of lipsticks and
liquid foundation.
Source of Insights: YiDrone Tool ©YIMIAN DATA 21The fastest-growing brands Personal Care & Cosmetics YiTracker (4/7)
expand by ~307x/year and
~60x/month in May with
dramatic re-shuffles.
QuadHA is a sub-brand of
BIOHYALUX, the creator of popular
Forbidden City Lipsticks. It mainly
sells Anti-Acne 5D Hyaluronic Acid
Concentrate Against Acne, the
demand of which is on the rise as
consumers find more occasions to
take off masks.
Rimula, a niche brand focusing on
Men’s cosmetics, is different from K-
Boxing. Rimula's Chinese brand,
"Jinba", is identical to established
men's apparel brand K-Boxing. It
borrows the fame of K-Boxing to
target the same target customers
across categories and to achieve fast
growth.
Source of Insights: YiDrone Tool ©YIMIAN DATA 22Safety, Cleaning & Health • As virus risks of hospital visits dwindle, orders of HPV vaccine reservation skyrocket • "More time out of home" warms up laundry products • COFOE and RONGSHENG position post-cosmetic- surgery facial masks as remedy for respirator mask discomfort • HONGXIN differentiates with portable moxibustion boxes • GONGFUBENSE stands out with low-priced bamboo-pulp tissues
In May, Safety, Cleaning & Safety, Cleaning & Health YiTracker (5/7)
Health continue to beat market
overall YoY growth. Masks,
Sterilization for clothes and
HPV Vaccine Reservation
services show significant
rebound.
As COVID-19 comes under control,
people become more comfortable
going to hospitals to get vaccine
shots. HPV (Cervical Cancer)
Vaccine Reservation services grow
significantly.
Laundry products, such as Clothes
Sterilization, Laundry Beads,
Refresher Beads and Color-Fast
Bleach, help with virus prevention
post-pandemic and achieve, high
YoY and MoM growth.
Source of Insights: YiDrone Tool ©YIMIAN DATA 24Walch rises to No.3; Safety, Cleaning & Health YiTracker (5/7)
RONGSHENG is back to Top 10,
replacing Yuwell. Tissue brands
decline MoM for the 2nd month.
Sterilization needs go beyond hands
to underwear, clothes and
household appliances post
pandemic, propelling the growth of
Walch.
Cofoe and RONGSHENG market
their post-cosmetic-surgery facial
masks as alleviation of mask-
wearing discomfort.
Source of Insights: YiDrone Tool ©YIMIAN DATA 25The fastest-growing brands of Safety, Cleaning & Health YiTracker (5/7)
Safety, Cleaning & Health
explode by ~334x/year and
~14x/month in May.
Upon reports of potential COVID-19
spread through human excrement,
consumers pay more attention to
toilet hygiene. Bref grows fast by
promoting its disinfection
performance and cleaning results.
HONGXIN mainly sells moxibustion
instruments and wormwood-leaf
foot bath. Its portable household
moxibustion box sells well, helping,
HONGXIN enter the top MoM
growth list.
GONGFUBENSE, specialized in
bamboo pulp tissues, achieves a
high MoM growth mainly by offering
very competitive unit price .
Source of Insights: YiDrone Tool ©YIMIAN DATA 26Snacks • "Craving office workers" prefer individual-serve snack packages • Jay Chou and Viva Huang feed Oreo "nostalgia traffic" by bringing back childhood memories • BAOJUYUAN vacuum-pack ready-to-eat meats make meat enjoyment convenient and safe beyond meals • As a "chat snack", SHALAODA's sunflower seeds grow rapidly as social gatherings are coming back
Snacks in May declines from Snacks YiTracker (6/7)
April, with a below-market-
average YoY growth rate.
The category MoM growth of
Pudding is boosted by an internet-
popular item MOCAKING. Kumquat
Products top the MoM growth
driven by LINGSHISECAI’s dried
kumquat with crystal sugar and
TIANXI’s dried kumquat.
Snacks with small packages for
individual serves become popular as
businesses are re-opening, driven by
the demand of "office snack" and
"afternoon tea breaks".
Source of Insights: YiDrone Tool ©YIMIAN DATA 28Oreo and YITAO enter top Snacks YiTracker (6/7)
brands list, replacing QIMIAO
and PANPAN. ZHOU HEI YA
rises to No.4 with a steady
growth.
To many, “Twist, Lick, and Dip” of
Oreo cookies is a sweet childhood
memory. Oreo signed with Jay Chou
and Viya Huang on a nostalgia
campaign, helping its strong sales.
YITAO focuses on nuts and offers
cyber-hot “Daily Nuts” gift packs
targeting the young crowd.
Source of Insights: YiDrone Tool ©YIMIAN DATA 29The fastest-growing brands Snacks YiTracker (6/7)
explode by ~47x/year and
~22x/month in May, with
brands frequently shuffle and
intensive competition in
Snacks.
BAOJUYUAN mainly make vacuum
ready-to-eat meat, including donkey
meat, beef, pork, and chicken, etc. It
is convenient for consumers to enjoy
safe meat beyond meals.
LISHIYOUPIN focuses on Egg-yolk
puff and yogurt drinks. The
exposure at Guangxi Educational TV
Channel boosts its growth, a similar
success story to "A Bite of China" TV
show.
SHALAODA from Xinjiang mainly
sells sunflower seeds with multiple
flavors. It's a popular "chat snack"
for gradually resumed social
gatherings.
Source of Insights: YiDrone Tool ©YIMIAN DATA 30Pet Food • The growth of cat foods continues to beat that of dog foods • The growth of wet foods continues to exceed that of dry foods • The top 10 brand list is stable with majority of brands showing both annual and monthly growth except CRAZY DOG and KERES • Fast-growing brands resort to content marketing or competitive pricing
The YoY growth of Pet Food in Pet Food YiTracker (7/7)
May is on par with the market,
with a moderate MoM growth
rate.
Sales of Pet Food bounce back, with
all sub-categories growing positively
YoY and MoM.
The growth of cat food continues to
beat that of dog food, and the
growth of wet food continues to
exceed that of dry food.
Source of Insights: YiDrone Tool ©YIMIAN DATA 32All top 10 brands grow month Pet Food YiTracker (7/7)
over month. The list of brands
is stable.
It's about time to replenish the
home inventory of pet food,
commonly stockpiled during the
pandemic. Most top 10 brands grow
both YoY and MoM, except Keres
and Crazy dog showing a year over
year decline.
Source of Insights: YiDrone Tool ©YIMIAN DATA 33The fastest-growing brands Pet Food YiTracker (7/7)
expand by ~5x/year and
~2.4x/month in May, showing
the least volatility among all
YiTrackers.
BENEFITS-COUNTRYSIDE is a
domestic brand strong in content
marketing through its official Bai
Jiahao account. They published
articles on how to keep healthy pets,
closely engaging with pet owners.
QIAOMANYAO and ZHENZHILE,
domestic brands that compete on
price to attract price-sensitive
consumers, achieving strong YoY
and MoM growth.
Source of Insights: YiDrone Tool ©YIMIAN DATA 34What are YiTrackers?
YiTrackers capture trends of consumer needs. Based on Yimian's client serving experience, each YiTracker
includes a number of online product categories that address a common theme of consumer needs.
• Each YiTracker defines Jan 2019 GMV as the baseline at 100 points
• Our data support deep-dive analyses into each YiTracker, down to SKU level with high resolution data on brands,
stores, and product attributes
• Three key charts are selected to highlight the dynamics of each YiTracker
• Category size and growth
• Top Brands by market share
• Top brands by year-over-year and month-over-month growth
©YIMIAN DATA 35Overview of 7 YiTrackers
Theme of YiTrackers # of Categories Monthly GMV Scale (CNY)
Baby Food 34 Billions
Beverage 71 Billions
Electronics 310 Billions
Personal Care & Cosmetics 284 Tens of Billions
Safety, Cleaning & Health (“COVID-19”) 335 Billions
Snacks 133 Billions
Pet Food 6 Billions
Source: Yimian By Ascential
©YIMIAN DATA 36Contact Us
Yimian by Ascential
E: data@yimian.com.cn
T: +86-755-86503625
A: 47/F China Energy Storage Building,
No.3099 KeYuan South Road, Nanshan District,
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