Moojing once conducted a review of the sales volume of the top 50 new consumption brands, including 20 beauty and personal care brands, 11 snack food brands, 9 coffee/tea/alcoholic beverages/beverages brands, 4 clothing and accessories brands, 3 mother and baby brands, 2 personal care appliance brands, and one offline traditional costume photography brand.
Today, Moojing will review the sales performance of these new consumer brands' star/traffic products in the 2021 H1 period. At the same time, we will start with consumer evaluations to briefly analyze the emphasis of product reviews on dimensions such as demographics and scenarios, to see the real consumer reviews of these products that lead the brand to the top 1 of their category, and whether the focal points of consumer reviews really align with the key points of the brand's promotion?
This article will be divided into two parts, readers interested should remember to follow Moojing's public account～
Note: This article selects hot-selling products on the Tmall platform for the first half of the year, crawls all reviews from the product page, and selects the top 200 words by frequency for multidimensional analysis to obtain e-commerce public opinion review analysis. The following rankings are in no particular order. Furthermore, all sales data mentioned come from Moojing Market Intelligence.
According to Moojing Market Intelligence statistics, in the first half of 2021, Suoshi's three-blade electric shaver amassed sales of 57.33 million yuan on the Suoshi flagship store on the Taobao Tmall platform, exceeding 100,000 units sold.
1. Elegantly Unruly Model Appearance: Chic Dark Green Metallic Body, With Storage Bag
2. Create Elegantly Unruly Styling: Shaving + Facial Cleansing + Sideburns Trimming + Nose Hair Trimming, Four Functions In One
According to Moojing Market Intelligence statistics, in the first half of 2021, Kadi's renewing essence disposable serum generated sales of 73.25 million yuan on Kadi's flagship store on the Taobao Tmall platform, exceeding 130,000 units sold.
1. Firmness: Contour tightening; 2. Resilience: Barrier moisture protection, caring for acne-prone skin; 3. Absorption: Skin-touch absorption
1. Looking at the shopping scenario, 7.6% of consumers mentioned "live streaming," "live rooms," and other keywords in e-commerce comments, with the highest frequency of mentions for the host Li Jiaqi.
2. From customer feedback, 1% of consumers clearly stated it was their first purchase, 4.5% were repeated purchases or stockpiling, and the convenience of the disposable form was well received.
3. In terms of functionality, consumer reviews frequently highlighted effects such as hydration, oil control, whitening, and stabilizing protection against allergies.
According to Moojing Market Intelligence statistics, in the first half of 2021, the vest-style wireless cooling air bra sold 9.15 million yuan in the Jiaonei flagship store on the Taobao Tmall platform, exceeding 68,000 units sold.
1. Sized for a comfortable fit
2. Wireless + Seamless Line + Adaptive Cut: Support is softer, fit is more bare, edges are seamless for multidimensional comfort
3. Lightweight removable cups + lightweight elastic material
According to Moojing Market Intelligence statistics, in the first half of 2021, Naixue's Tea one-week good tea classic tea bags garnered sales of 7.43 million yuan in Naixue's Tea flagship store on the Taobao Tmall platform, exceeding 78,000 units sold.
1. Classic hot brewing + refreshing cold brewing methods
2. Portable Design: Triangular tea bags, tear and brew, ready in 2 minutes anytime, anywhere
3. Naixue's classic pure tea with the same tea base, unique aftertaste, mellow and refreshing.
According to Moojing Market Intelligence statistics, in the first half of 2021, Miaokelan Duo's fine mozzarella cheese in the flagship store on the Taobao Tmall platform reported sales of 1.33 million yuan, exceeding 26,000 units sold.
1. Selecting high-quality milk source, quality assurance
2. High cheese stringing success rate, smooth taste
3. Milky yellow color, warm and mellow, dense and creamy texture, rich and smooth flavor
1. Based on product flavor reviews, 12.3% of e-commerce sentiment comments contain "delicious," "satisfied," and other positive feedback. Among these, the degree of cheese stringing is most noted by consumers.
2. 12.9% of comments mention logistics speed, the degree of care during transportation, and the configuration of ice packs and ice cubes, with the logistics and distribution aspects receiving significant attention.
3. Looking at demographics and scenarios, the keyword "children" appears frequently, suggesting that mothers may be the primary consumer group. The word "pizza" appears 380 times, indicating it's the most common usage scenario for the cheese.
According to Moojing Market Intelligence statistics, in the first half of 2021, Rock Zoo's body scrub in the flagship store on the Taobao Tmall platform sold for 57.61 million yuan, exceeding 720,000 units sold.
1. Fruit acids improve roughness: Exfoliate dead skin, smooth out rough patches; refine texture, improve large pores; cleanse pores, reduce acne on the back.
2. VC brightens dull skin
3. Sweet strawberry fragrance: Sour and sweet fruit aroma + soft and warm milk fragrance
4. 8% plant essential oil added, nourishing dry skin
1. Regarding scent, 23.5% of consumers mention the product's scent in reviews, mostly positive feedback. Among the different scents, strawberry is the most favored, followed by rose.
2. Based on usage experience, moisturizing, improving keratinization, and whitening are the three aspects most concerned by consumers.
3. In discussions of e-commerce sentiment, 1.7% of consumers express liking and recognition for the giving of samples and trial packs, mainly focused on travel-sized packs being convenient to carry.
According to Moojing Market Intelligence statistics, in the first half of 2021, Lin Qingxuan's camellia nourishing oil in the flagship store on the Taobao Tmall platform sold for 19.34 million yuan, exceeding 25,000 units sold.
1. Core Ingredient - Qingxuan Extract: Restores the barrier to rejuvenate the skin
2. Seven anti-aging plant components: Improve skin firmness, invigorate youthful skin
3. Essence oil texture: Lightweight and easily absorbed, non-greasy
4. Comforting floral scent with a full-bodied fragrance through top, middle, and base notes
1. Regarding usage experience, 17.7% of comments contain "like," "useful," and other positive evaluations.
2. In terms of shopping scenarios, purchases in live rooms appear most frequently, with price receiving considerable attention, and the nourishing oil's "Made in China" label appearing frequently.
3. In 2.3% of e-commerce sentiment discussions, the scent of the product is mentioned, with the middle note camellia fragrance being most favored by consumers.
According to Moojing Market Intelligence data statistics, in the first half of 2021, ZuoDian's Intelligent Cupping Massager Bianstone Electric Gua Sha Device achieved sales of 15.3 million yuan in its Taobao Tmall flagship store, with over 34,000 units sold.
1. All-Around Massage: 12 floating points and wavy sides provide full-body massage to bring out gua sha effects, with heated scraping ensuring no dead angles.
2. Natural Bianstone: Beneficial trace elements massage the body after constant temperature heating, allowing warmth to penetrate the skin more comfortably.
3. Long-Lasting Battery Life: A single full charge lasts about 7 days
1. In terms of user experience, 7.6% of the reviews indicate that the product is very convenient to use, while other consumers pay more attention to aspects such as suction strength and gua sha effects.
2. From the user demographic, 1.5% of consumers mentioned personal use in reviews, other keywords mainly focused on family members.
3. Essential oils feature prominently in keywords, indicating their frequent use alongside the product for gua sha.
According to Moojing Market Intelligence data statistics, in the first half of 2021, Huatian Alley's Milu Fermented Glutinous Rice Wine achieved sales of 3.72 million yuan in its Taobao Tmall flagship store, with over 42,000 units sold.
1. 0.5% alcohol Milu, smooth on the palate, rich rice fragrance 2. Cute small bottles, convenient to carry, adorable prints 3. Suitable for hot and cold drinks: Heated in water during winter; served with ice cubes or chilled during summer
According to Moojing Market Intelligence data statistics, in the first half of 2021, Xuan Mama's Egg Yolk Pastry achieved sales of 48.36 million yuan in its Taobao Tmall flagship store, with over 570,000 units sold.
1. Classic Salted Egg Yolk: Incorporated with butter to eliminate fishiness and hardness
2. Sweet Red Bean Paste: Retains the aroma of beans and slight graininess, soft without being dry, sweet without being cloying
3. Soft and Glutinous Snowberry Filling: Innovatively mixed with Japanese-style snowberry to enrich the taste
1. Based on consumer feedback, 27% of the reviews contain positive keywords like "delicious" and "satisfied." 2.7% of consumers are repeat purchasers.
2. Public sentiment analysis is more focused on the health aspect of the product: the frequency of the keyword "low sugar" reached 3.1%; keywords related to freshness such as "freshness" appeared at a frequency of 1.1%. Products with low sugar and a shorter shelf life for freshness are more acknowledged by public sentiment.
According to Moojing Market Intelligence data statistics, in the first half of 2021, Zou Qi's Trendy Low-Alcohol Slightly Tipsy Sparkling Fruit Wine achieved sales of 4.19 million yuan in its Taobao Tmall flagship store, with over 30,000 units sold.
1. Contains 16 kinds of fruit amino acids, zero gluten, zero sucrose, zero fat, non-bloating
2. Fruit fermentation, 5% alcohol for light intoxication
3. Suitable for multiple scenarios: young people refuse greasiness at social occasions; solitary light drinking avoids hangovers;
1. In the e-commerce public sentiment for Zou Qi, packaging is an aspect that consumers pay more attention to, with 9.7% of reviews mentioning packaging-related keywords. Most consumers consider the packaging to be "high-end" and "exquisite."
2. From a price perspective, 2.8% of reviews include keywords like "cheap," and many consumers believe it offers great value for the price.
3. Discussions in public sentiment frequently mention "beer," as consumers often compare the taste to that of beer.
According to Moojing Market Intelligence data statistics, in the first half of 2021, Zhong Xue Gao's Not One Less series achieved sales of 38.88 million yuan in its Taobao Tmall flagship store, with over 280,000 units sold.
1. Restoring Oriental Aesthetics: Curved tile shape, with neat swastika patterns on top, becoming a fashion food ICON
2. Returning to the True Flavors of Ingredients: Various flavors including special dairy milk, handmade jasmine, aged Irish cheese, apricot cream, plum ice cream, cheese strawberry, and more
3. Straw fiber composite stick
According to Moojing Market Intelligence data statistics, in the first half of 2021, babycare Baby Wet Wipes achieved sales of 54.98 million yuan in its Taobao Tmall flagship store, with over 330,000 units sold.
1. Features multi-layer thickening and honeycomb pattern design, highly flexible with strong cleaning ability
2. A formula of five plant extracts paired with natural xylitol, safe for wiping baby's mouth
3. Moderate moisture content, weakly acidic pH, close to baby's skin, refreshing without being sticky
According to Moojing Market Intelligence data statistics, in the first half of 2021, PMPM Rose Tea Essential Oil achieved sales of 39.2 million yuan in its Taobao Tmall flagship store, with over 180,000 units sold.
1. 4:1 water to oil golden ratio, ultra-refreshing with one swipe, oil skin can use without burden
2. Rose essence, third generation squalane, and 10% VC combine to moisturize the skin's base, brighten and soften skin, maintain elasticity
3. Jointly developed with an international laboratory, the 11 significant zero additive formulas ensure skin health and safe use.
According to Moojing Market Intelligence data statistics, in the first half of 2021, Zhuben’s Cleansing Oil achieved sales of 13.56 million yuan in its Taobao Tmall flagship store, with over 1.23 million units sold.
1. Oriental floral and fruit essential oils concentrate for purifying and moisturizing, combining makeup removal with skincare
2. Emulsifies upon contact with water, washes off easily, eliminating the need for double cleansing
3. The fourth generation Zhuben Cleansing Oil is newly upgraded with four types of cleansing oils to perfectly cover all skin types
According to Moojing Market Intelligence data statistics, in the first half of 2021, YiyiZi's Purifying Facial Cleansing Mask achieved sales of 33.42 million yuan in its Taobao Tmall flagship store, with over 277,000 units sold.
1. Three-step combo pack, black and white pairing, achieves cleansing, moisturizing, and brightening in one go
2. Selects plant essences such as green tea, olives, aloe vera, and pomegranate, providing nutritional moisturization
According to Moojing Market Intelligence data statistics, in the first half of 2021, the sales of Half-Acre Flower Field's Rice Ferment Amino Acid Bubble Cleansing Mousse in the Taobao Tmall flagship store amounted to 51.82 million yuan, with over 840,000 units sold.
1. Rice ferment essence for hydrated and tender skin, Sophora flavescens extract for nourishing the skin's foundation, ceramide care for the barrier.
2. Micro-level delicate bubbles, effectively cleanses with a gentle, skin-friendly touch.
3. Pure amino acids, mild and soap-free, rejecting irritation and skin damage.
1. From the perspective of product efficacy, 53.9% of consumers mentioned "acne treatment" and "mite removal" in their comments on e-commerce platforms.
2. From the perspective of product scent, some consumers mentioned the keyword "overpowering alcohol smell".
3. From the perspective of the target audience, 4.9% of consumers mentioned the keyword "suitable for men".
According to Moojing Market Intelligence data statistics, in the first half of 2021, the sales of HBN α-Arbutin Brightening Essence Water in the Taobao Tmall flagship store amounted to 36.95 million yuan, with over 290,000 units sold.
1. Independently developed by PhDs and postdoctoral advisors from the Chinese Academy of Sciences, tailored scientific research-level HBN high-activity formula.
2. PET light-blocking bottle, effectively protects the activity of natural essence within the bottle.
3. A three-dimensional photoluminescent skin-lightening formula, gradually improves dullness layer by layer.
According to Moojing Market Intelligence data statistics, in the first half of 2021, Lin Qing's Camellia Moisturizing Oil in the Taobao Tmall flagship store had a sales revenue of 19.34 million yuan, with over 25,000 units sold.
1. Imported amino acid formula, deep pore cleansing, leaves skin feeling clean without tightness.
2. Camellia essence formula, no artificial additives, suitable for pregnant women.
3. Affordable price, high cost-performance ratio.
According to Moojing Market Intelligence data statistics, in the first half of 2021, Florasis Makeup Remover Wipes in the Taobao Tmall flagship store had a sales revenue of 47.19 million yuan, with over 770,000 units sold.
1. Extracts of Lonicera flower and camellia essence, besides makeup removal, gently cleans the skin, refusing sensitivity.
2. The golden ratio of water and oil combines the advantages of makeup remover oil and water, efficiently removes makeup, leaving a refreshing, non-greasy feeling.
3. Ditching traditional bottle packaging, the makeup remover liquid is evenly infused into a silk protein membrane cloth, making it portable and quick to use for effortless makeup removal.
1. From the perspective of convenience of use, 83.2% of consumers mentioned "portable" and "easy to use" and other keywords in their comments on e-commerce platforms.
2. From the perspective of user experience, some consumers mentioned "not tight" and "refreshing" among other keywords.
3. From the perspective of the target audience, some consumers mentioned the keyword "suitable for pregnant women".
According to Moojing Market Intelligence data statistics, in the first half of 2021, Shark Fit Buckwheat Noodles in the Taobao Tmall flagship store had sales revenue of 22.54 million yuan, with over 626,000 units sold.
1. Whole grain, zero fat, high satiety, the fiber in coarse grains helps achieve "fullness and weight control".
2. Low glycemic index, an ideal staple food for those with sugar concerns.
3. 1% sodium content, healthy low-salt, protecting the body's basal metabolism.
1. Considering product freshness, 6.8% of consumers mentioned the keyword "date" in e-commerce reviews, with feedback mainly being "not even half" and "very fresh".
2. In terms of taste and flavor, most consumers mentioned "wheaty aroma" and "good taste" among other keywords.
3. Regarding consumers' attention to product health, most mentioned positive health-related words like "not fattening" and "zero fat".
According to Moojing Market Intelligence data statistics, in the first half of 2021, Yongpu Flash Brew Instant Concentrated Liquid in the Taobao Tmall flagship store had a sales revenue of 15.15 million yuan, with over 95,000 units sold.
1. Uses zero-calorie erythritol as a sugar substitute, controls sugar without reducing sweetness, slightly sweet without burden.
2. 92°C precise hot brewing, instant cooling, fresh filling technology, three advanced technologies to fully retain the rich flavor and taste of coffee and tea.
3. Compact individual packaging, convenient to carry, easy brewing, freedom to enjoy coffee and tea anytime, anywhere.
According to Moojing Market Intelligence data statistics, in the first half of 2021, Colorkey Air Lip Glaze (HelloKitty Edition) in the Taobao Tmall flagship store had a sales revenue of 37.83 million yuan, with approximately 860,000 units sold.
1. Hello Kitty limited edition lip glaze, injecting cool power into pink. 2. New color release, velvet, fine shimmer, mirror shine, a variety of textures to choose from.
According to Moojing Market Intelligence data statistics, in the first half of 2021, Genki Forest Sparkling Water in the Taobao Tmall flagship store had a sales revenue of 22.79 million yuan, with over 340,000 units sold.
1. Zero sugar, zero fat, zero calorie sparkling water, drink without guilt.
2. Uses a more expensive and higher quality natural substitute sugar, "erythritol," which does not participate in sugar metabolism, zero glycemic index.
3. A variety of fruit flavors to choose from.
According to Moojing Market Intelligence data statistics, in the first half of 2021, Theorist Garment Deodorizer Fragrance in the Taobao Tmall flagship store had a sales revenue of 5.74 million yuan, with over 44,000 units sold.
1. Unlike the physical covering of traditional perfumes, it contains Forestall odor-eliminating agents that disperse and neutralize odors.
2. Certified by authorities, it has a sterilization rate of over 99% against Escherichia coli, Staphylococcus aureus, and Candida albicans.
3. Six different fragrance types, can be chosen according to personal preference.
