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When talking about the impressive cross-border hot topics in June this year, "Fan Bingbing joins TikTok to engage in cross-border e-commerce" must be one of them. On June 1, Fan Bingbing and her brand officially announced their entry into TikTok. At that time, many industry insiders were concerned about what kind of sparks the former entertainment industry "top streamer" Fan Bingbing and the current social platform "top streamer" TikTok would create in the field of cross-border e-commerce. Before we knew it, nearly half a year had passed. Recently, Fan Bingbing and her brand announced another blockbuster news. It is learned that on December 19, Fan Bingbing announced in a video posted on her TikTok account @fan.beauty.diary that her own beauty brand Fan Beauty will officially enter TikTok Shop, with Singapore as the first stop. At the same time, the TikTok account @fan.beauty.diary shows that the brand will start its live broadcast debut at 9 pm on December 20 , and the live broadcast expert @Fredyjays Maxx, known as the "Singapore Li Jiaqi", will sell the products in the live broadcast room. Currently, when you enter the TikTok Shop Singapore site, you can already see the store of the beauty brand Fan Beauty. According to an industry insider, earlier this year, the Fan Beauty team had contacted TikTok officials about cooperation matters and decided early on that the first stop would be the Southeast Asian market . However, given Fan Beauty's outstanding performance on Lazada Malaysia, more predictions were previously inclined to choose Malaysia as the first stop for its TikTok Shop. Therefore, the news that Fan Beauty finally announced its first entry into the TikTok Shop Singapore market caused heated discussions in the industry. Based on industry news and research, Fan Bingbing chose to have her beauty brand Fan Beauty settle in TikTok Shop Singapore, mainly due to considerations of the market, platform and consumers . From the market perspective, Singapore's e-commerce development momentum is strong . According to Zipdo's report, Singapore's e-commerce market has an annual growth rate of 12%. By 2025, Singapore's e-commerce users are expected to increase to 4.8 million, sales will reach US$4.1 billion, and the penetration rate of e-commerce shopping will reach 76.1%. Among them, personal care products are particularly popular among Singaporean consumers, accounting for 23% of e-commerce sales. From the platform perspective, TikTok Shop was launched in Singapore in June 2022, and the TikTok Shop Mall brand mall was launched in March this year. Through the innovative model of "short video + live streaming" and the newly launched mall function, the influence of TikTok Shop Singapore has grown in the past year and a half , and many major promotional activities held have triggered a shopping boom in the local area. Taking the latest "Double 12 Promotion" as an example , the battle report released by TikTok Shop showed that on December 12, the GMV of TikTok Shop Singapore station increased by 127%, of which the GMV of live streaming sales increased by nearly 160%. From the perspective of consumers , TikTok's third-party data platform shows that TikTok Singapore's total sales in the past 30 days reached 41.26 million Singapore dollars, of which beauty and personal care products accounted for as much as 42% . Beauty and skin care products, as an important subcategory of beauty and personal care, are also popular among many consumers on TikTok Singapore. In a video posted on TikTok account @fan.beauty.diary, Fan Bingbing also mentioned that an important reason why her brand chose the Singapore market is that there are consumers in the Singapore market who are very knowledgeable about skin care. It is worth mentioning that not only Fan Bingbing, but also Crazy Xiao Yangge, a Tik Tok celebrity with more than 100 million fans, has his company Three Sheep Network choose Singapore as its preferred overseas site . It also collaborates with overseas influencers to enable live streaming to sell goods, and most of the brands sold are local Chinese brands. Data shows that in January 2024, after Three Sheep Network teamed up with TikTok Singapore local influencer @shop with sasax to launch its first live broadcast to sell goods, it immediately topped the TikTok Singapore sales GMV rankings, setting a new historical record. Now that Fan Beauty’s TikTok Shop live broadcast debut is imminent, its sales performance has once again attracted the attention of a group of domestic sellers. Compared with the excellent sales performance achieved in domestic e-commerce, Fan Beauty's performance in TikTok has been mediocre in the past six months. It is understood that Fan Beauty is a beauty and skin care brand founded by Fan Bingbing. Since its establishment in 2018, it has opened stores on multiple domestic e-commerce platforms such as Taobao, JD.com, and Xiaohongshu, and adopted store live broadcasts to sell goods. It has achieved excellent sales results in the domestic e-commerce market year after year: GMV exceeded 300 million in 2021, GMV exceeded 800 million in 2022, and GMV exceeded 1.1 billion in 2023. In June this year, Fan Beauty Diary announced its official entry into TikTok, and the account gained 54,900 followers within a month. At that time, whether Fan Beauty Diary could use Fan Bingbing's star effect and brand product strength to become as successful on TikTok as domestic e-commerce was undoubtedly a hot topic in the industry. However, as time went on, the data performance of Fan Beauty Diary's official TikTok account was clearly below expectations: In terms of followers , the account currently has only 57,500 followers, which means that the increase has not exceeded 5,000 in the past five months ; The number of video views continues to decline , from more than 520,000 views for the first video to only a few hundred to a few thousand views for newly released videos.
In terms of brand sales, although the sales performance of Fan Beauty Diary was not found on TikTok's third-party data platform, the sales status of another related brand, Fan Beauty Secret, in TikTok's Indonesian store was found. Data from TikTok's third-party data platform showed that as of December 20, Fan Beauty Secret's total sales volume was 21,800, and the cumulative GMV was Rp1.675 billion, equivalent to RMB 751,200. According to domestic media reports, Fan Beauty Secret announced the use of a new name Fan Beauty Diary in February 2023. In other words, Fan Beauty Secret is actually the "former name" of Fan Beauty Diary. However, according to industry insiders, in response to this brand data, the relevant overseas person in charge of Fan Beuaty once said that Fan Beauty Secret has no direct relationship with Fan Bingbing, so its historical sales performance has nothing to do with Fan Beuaty. It is still difficult to know the specific sales performance of Fan Beauty Diary on TikTok, but given the overall data performance of the TikTok account, many industry insiders believe that Fan Bingbing's entry into TikTok with her own beauty brand has an overall mediocre performance overseas, and can even be said to be "cold received." In this regard, some sellers can't help but ask: celebrity brands go overseas, Fan Bingbing brings her own traffic, why can't Fan Beauty Diary succeed? The answer may be found in Fan Beauty Diary's TikTok account. First of all, for the content e-commerce model such as TikTok e-commerce, unclear account positioning is a "fatal blow". The video content published by this account is diverse, including celebrities’ daily life, product recommendations, and influencers’ endorsements. Not only is it difficult to establish a professional brand image, it is also easy for fans to lose interest and motivation to follow the account due to difficulty in understanding the core value and content direction of the account. Secondly, Fan Beauty Diary failed to pay attention to the differences in the logic of promoting products at home and abroad . The logic of bringing goods to domestic Douyin is "people bring goods", that is, people with more fans can create more sales, but the logic of bringing goods to foreign TikTok is "goods bring people", that is, the quality of the product is the key to determining the life and death of sales. Therefore, the star effect of domestic e-commerce, which works every time and first tries, is slightly inferior to that of foreign e-commerce. After half a year of trial and error, the Fan Beauty brand team may have realized this, which is why they chose to collaborate with local influencers for their first live broadcast when they entered TikTok Shop Singapore. However, at present, it remains unknown whether Fan Bingbing and her brand Fan Beauty Diary can achieve success on TikTok Shop with the help of this live broadcast debut.
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