2021年,当兴趣电商成为大势所趋,好内容+好产品成为品牌保障,新老品牌通过创新,快速迭代产品,行业竞争不断加剧。

魔镜在过去的一年发布了Q1、Q2、Q3季度白皮书,为大家带来了“功能零食”、“公式护肤”、“脱发危机”、“母婴消费”等多个季度消费热点。回顾2021全年,“T区护理”、“药妆食同源”、“母婴消费”持续火热;同时受北京冬奥影响,运动户外如滑雪、露营等受到越来越多大众喜爱。

2021全年我们发现了15个同比增长超15%、销售额超300亿+的超级品类,以及15个同比增长超45%、销售额25亿+的超级品牌。

不仅如此,魔镜也升级了白皮书涵盖的行业,在原有五个热门市场:“食品饮料”、“美妆个护”、“母婴宠物”、“医药保健”、“家用电器”的基础上新增三个行业:“服饰”、“运动户外”和“数码硬件”。

那么又有哪些赛道实现了高增长?又有哪些品牌做好了留存,凭借着差异化打法提高了复购?

我们一起走进2021年度白皮书带来的数据世界。

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