In today's rapidly evolving e-commerce landscape, brands face unprecedented challenges. New products emerge constantly, while the lifespan of bestsellers grows increasingly shorter. Marketing costs continue to rise, yet brand loyalty becomes harder to maintain. In the dynamic battlefield of Douyin (TikTok) e-commerce, relying solely on viral videos is no longer enough to ensure long-term success. The slightest hesitation can trap brands in a cycle of chasing trends and price wars, ultimately leading to inventory pileups. So how can businesses find sustainable growth points in this environment?
Beauty and Skincare: Precision, Personalization, and Efficacy
1. Targeted Skincare Solutions for Specific Concerns
The era of "one-size-fits-all" skincare is ending. Products addressing localized concerns like T-zone care and lip treatments show strong growth momentum. Specialized solutions for visible skin issues—such as pore serums and lip essences—outperform multi-purpose products due to their superior targeting and efficacy. This reflects consumers' growing preference for precise solutions to specific problems.
2. Men's Beauty: Still in Its Infancy with Price as Key Driver
While male makeup is becoming more common with products like concealers and brow pencils gaining popularity, men's beauty consumption habits remain in early stages. Currently, affordable trial products are crucial for attracting new users and cultivating consumption habits. Future growth will depend on developing professional product lines and building brand trust.
3. Foundation Market Slows as "Skincare-Infused" Formulas Emerge
Consumer focus has shifted from mere coverage to whether foundations damage or nourish skin. Products incorporating skincare ingredients with natural finishes and non-comedogenic properties will drive the next phase of growth, reflecting higher consumer expectations for both coverage and skincare benefits.
4. Skincare Outperforms Color Cosmetics: Function Over Fashion
Specialized skincare categories for neck, T-zone, and lips grow faster than color cosmetics. Amid economic uncertainty, consumers prioritize investments in "better skin" over "better colors," demonstrating a more rational approach to beauty focused on health and wellness.
Food and Beverage: Personalization, Healthification, and Snackification
5. Tea Consumption Shifts from Gifting to Personal Enjoyment
Mass-market varieties like green tea and jasmine tea drive category growth through increased volume and pricing, while niche products like aged teas show limited traction. In Douyin's personal consumption context, gift-driven growth models lose steam, requiring focus on immediate satisfaction and personal enjoyment.
6. Coffee Market Upgrades as Palates Sophisticate
Premium instant, pour-over, and whole bean coffee rapidly replace traditional three-in-one instant mixes as consumers develop more discerning tastes and appreciation skills, demanding products that deliver authentic coffee experiences.
7. Dairy Innovation Focuses on Snackification and Functional Segmentation
While liquid milk shows steady growth, opportunities concentrate in snack formats like cheese and yogurt. Functional dairy products targeting specific demographics—fitness enthusiasts, children, seniors—hold particular promise as consumption patterns shift toward convenience and purpose-driven nutrition.
Nutrition and Supplements: Precision, Accessibility, and Lightweight Formats
8. Specific Benefits Replace General Wellness Claims
Categories with clearly defined functions addressing concrete health issues (sleep support, eye care, immunity) or specific scenarios (beauty enhancement, post-surgery recovery) outperform vague "wellness" concepts as consumers prioritize measurable results.
9. Mass Market Outperforms Premium Gifting: Small Sizes Drive Trial
While traditional tonics maintain high-end gifting appeal, daily personal use represents true growth. Entry-level small-format, affordable products prove most effective at attracting new customers and expanding the consumer base.
10. Beauty Enhancement Remains Core Driver
Products targeting women's top concerns—whitening, anti-aging, qi/blood replenishment—show particularly strong growth, confirming beauty goals as a primary supplement consumption motivator.
11. Winning Young Consumers Requires Lightweight, Snackable Formats
Generation Z favors "anytime, anywhere" wellness experiences without preparation burdens. Portable snacks and office-friendly drinks outperform traditional preparation-intensive formats in both shareability and conversion efficiency.
Key Takeaways for Sustainable Growth
Beyond temporary trends, lasting success belongs to brands that deeply integrate into daily life as default choices. Winning brands no longer attempt to sell universal solutions to everyone, but instead address specific needs for particular audiences in precise moments. Douyin's algorithm and content ecosystem elevate this matching efficiency to new heights.
This demands fundamental strategic shifts—from channel expansion and exposure-focused "shelf logic" to demand-mining, content-driven "scenario logic." This human-centered, scenario-focused transformation represents the authentic path for consumer brands to navigate market cycles and achieve sustainable growth.