Fan Bingbing is going to do cross-border e-commerce! Bring her own brand to TikTok

The trend of "going global" and "cross-border" has finally reached the entertainment industry. Recently, the famous actress Fan Bingbing announced that she would bring her own makeup and skincare brand Fan Beauty Diary to TikTok.

It is reported that Fan Beauty Diary was founded in 2018, and at the beginning it invited many well-known artists to help endorse it. Until now, it has become a well-known top-level domestic product, with sales exceeding 1.1 billion yuan last year alone.

Although Fan Bingbing said that "we are still new to the overseas expansion of our brand", in fact, Fan Bingbing has been planning the brand layout for a while. In a small post published in late May, Fan Bingbing mentioned that "I heard that many friends have successfully purchased our products from the official overseas online platform". At the same time, the post also mentioned that "little potato babies in Malaysia and Singapore, Fan Beauty Diary has settled in Lazadala."

According to the comments of netizens in the post, Fan Beauty Diary has flagship stores in Taobao, Douyin, JD.com, and Xiao*shu in China. And the business seems to have not yet extended to Australia, Thailand, and the Philippines, because some netizens commented below, "I want to buy it in Australia too", "When will it be launched in Thailand", "Let's also go online on Lazada in the Philippines".

On Lazada, Fan Beauty Diary has more than 8,000 fans, with 95% of the reviews being positive. One of the products, called "FAN BEAUTY DIARY Deep Moisturizing Mask Trial 3-Piece Sample Set," has received a lot of attention, with all five-star reviews.

（ Fan Beauty Diary Lazada flagship store ）

On TikTok, the official Fan Beauty Diary account currently has only two videos, one of which was released on June 1 to announce the brand's official entry into TikTok. The account currently has more than 4,500 likes, a single video has been played more than 520,000 times, and the account has 54,900 followers.

( Fan Beauty Diary TikTok account)

There is no doubt that " going overseas " has become a major trend, and major brands and KOLs have joined this race. And Simba, Xiao Yangge and other KOLs have one thing in common with Fan Bingbing - using Southeast Asia as an "outpost".

Against the backdrop of a global economic slowdown, the Southeast Asian e-commerce market has shown a strong momentum of growth. According to statistics, the combined population of major Southeast Asian countries has exceeded 600 million, of which 400 million are Internet users, which provides a foundation for the development of the e-commerce market. Data from market research companies also show that Southeast Asia's e-commerce market revenue is expected to reach US$113.9 billion in 2023, and e-commerce sales will increase by 18.6%, far exceeding the global average growth rate.

Taking TikTok e-commerce as an example, data shows that in the first half of this year, the cumulative sales of various countries, the Southeast Asian country Thailand site ranked first with a GMV of 3.78 billion US dollars and more than 500 million orders; Vietnam ranked third with 2.6 billion.

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