ONE: Where's Hot
In 2022 618, Ulike achieved double championships in the Beauty Device & Hair Removal Device categories on Tmall, securing the top position with over 500 million in sales. It has been the top seller in the hair removal device category for six consecutive years, becoming the only beauty and body device brand to enter the Top 5 of Tmall's beauty brand ranking. Simultaneously, Ulike was the top seller in the hair removal device category on Jingdong and held a dominant market share on TikTok.
| Month | Rank | Sales (million yuan) | Sales volume (pieces) | Average unit price (yuan) |
|---|---|---|---|---|
| 2022.06 | 1 | 70.9 | 4.1W | 1728.4 |
| 2022.05 | 1 | 62.1 | 3.6W | 1724.3 |
| 2022.04 | 1 | 50.7 | 2.9W | 1746.6 |
| 2022.03 | 1 | 80 | 4.6W | 1738.7 |
| 2022.02 | 1 | 85.1 | 4.9W | 1737.5 |
| 2022.01 | 1 | 18 | 1W | 1794.8 |
| 2021.12 | 1 | 16.4 | 1W | 1643.6 |
| 2021.11 | 1 | 19.4 | 1.1W | 1763.1 |
| 2021.10 | 1 | 6.18 | 4117 | 1501.1 |
Ulike TikTok Sales Data: The document includes promotional images from Ulike's Tmall and TikTok campaigns, highlighting sales achievements like "over 500 million sold" and "300,000+ units sold" for specific products.
TWO: Brand Introduction
Ulike is the first brand in Asia to focus on home optical hair removal devices. It has established deep cooperation with many dermatologists, pioneering the concept of achieving "salon-level hair removal effect at home." Its Sapphire Freezing Point Depilator Series offers strong, long-lasting hair removal with a painless and non-invasive experience. Ulike has established R&D centers in Seoul, Korea, and Shenzhen, China, consistently introducing technologically innovative products for seven consecutive years, solidifying its strong brand reputation and endorsements.
Brand Company
Ulike belongs to Hangzhou Ulike Technology Co., Ltd, founded in 2013 by Ulike Group. It is the world's first brand of freezing point depilators incubated to bring hospital-grade hair removal technology for home use, independently developing, producing, and selling these devices.
Corporate Structure: A diagram illustrates the corporate structure, showing Hangzhou Ulike Medical Technology Co., Ltd as the central entity. It details shareholders like Pan Yuping (90.00%) and Li Haixia (10.00%), with Chen Shengtong serving as Executive Director and General Manager, and Li Haixia as Supervisor. Subsidiaries include Zhejiang Aiya Technology Co., Ltd, Zhejiang Xingli Technology Co., Ltd, and Guangzhou Ulike Medical Technology Co., Ltd, all with 100% ownership. Branches include Hangzhou Ulike Technology Co., Ltd. Hefei Branch and Hangzhou Ulike Technology Co., Ltd. Hubin Branch Store.
THREE: Development history
Timeline:
- 2013: The brand launched the "Home Beauty" era.
- 2014: Entered the Chinese market with the establishment of its Tmall flagship store.
- 2016: The brand was launched on Jingdong, Vipshop, and other e-commerce platforms.
- 2020: Released the New Sapphire Freezing Point Depilator.
- 2021: Debut of Sapphire Rose, the world's first light therapy depilator.
- 2022: Launched the new series of JMOON Sapphire Depilator.
Market Performance Graph: A line graph illustrates the growth and sales trends of Ulike products over time, indicating key milestones like entering Tmall and Jingdong/Vipshop, and the launch of new products such as JMOON, Sapphire Rose, and Sapphire Air.
Leading the Market
- Ranked No. 1 in sales for 6 consecutive years (2016-2021).
- Ranked No. 1 in the depilator category in Korea in 2021.
- Achieved cumulative sales of over 3,000,000 units, with strong sales in 17 countries and regions worldwide.
- Established partnerships with major international beauty retailers like Sephora, Lotte Duty Free, and CDF.
- Ulike products are available in over 1000 offline stores.
FOUR: Track Introduction
Market Position: The brand operates within the Beauty Device & Hair Removal Device track.
Market Size: The hair removal device market is estimated to reach 9.29 billion yuan in 2022. In 2021, the China hair removal device market reached 7.637 billion yuan, a 27.3% year-on-year increase. The market is forecasted to grow by 21.6% in 2022, indicating a high-growth market of nearly 10 billion yuan.
Top 5 Hair Removal Device Sales on Tmall (Last 30 Days)
| Rank | Product | Nearly 30 days sales (pieces) | Price (yuan) |
|---|---|---|---|
| 1 | Ulike Sapphire Air Freezing Point Depilator (ice ink green) | 2W+ | 1789 |
| 2 | AUX Freezing Point Depilator | 1W+ | 399 |
| 3 | Molysky Freezing Point Depilator | 1W+ | 298 |
| 4 | OES home use Freezing Point Depilator | 1W+ | 169 |
| 5 | Sevengreen home use Aurora Freezing Point Depilator | 9000+ | 138 |
Top 5 Sales of Hair Removal Device on TikTok (June)
| Rank | Product | Sales (yuan) | Sales (pieces) | Price (yuan) |
|---|---|---|---|---|
| 1 | Ulike Sapphire Air Freezing Point Depilator | 7086.3W | 4.1W | 1699 |
| 2 | Myone home use Freezing Point Depilator | 680.9W | 2.8W | 299 |
| 3 | Xunqiu Freezing Point Painless Depilator | 660.2W | 2.2W | 298 |
| 4 | Magitech Depilator | 636.3W | 2.1W | 299 |
| 5 | Amiro Red light Wave Depilator | 589.5W | 4121 | 1399 |
Ulike 2022 Market Size Projection
Ulike's 2022 market size is expected to exceed 3 billion yuan.
| Platform | Estimated Sales (billion yuan) | Basis |
|---|---|---|
| Tmall | 1.3 | 618 sales of 580 million yuan, sales of 332,000 pieces; average monthly sales of 20,000 pieces |
| TikTok | 0.8 | H1 sales of about 370 million yuan |
| Kwai | 0.2 | Q2 sales of 27 million yuan |
| Mini Program | 0.2 | Monthly sales of 7000+ pieces |
| Others | 0.5 | Online channels: Distribution channels, Buy Together, Jingdong, Red, etc. Offline channels: KA, CS, etc. |
FIVE: Product Layout
Product Structure
The brand offers 10 single editions on its Tmall flagship store, including 6 hair removal devices and 4 peripheral products (e.g., sterilization box, body milk). Among these, 4 editions achieve monthly sales exceeding 1,000 units.
Price Structure
The price range for Ulike hair removal devices is 1400 - 2700 yuan, while peripheral products range from 59 - 379 yuan.
Category Structure
Ulike's products are primarily concentrated in the hair removal device category, contributing over 85% to sales.
Hot Single Product: Sapphire Air Freezing Point Depilator (ice ink green)
Price: ¥1789
Tmall 30 days sales: 20,000+
TikTok 30 days sales: 31.48 million yuan
Sales contribution rate: 45%
Main technology: Sapphire Freezing Point technology, Flat surface light outlet, IPL strong pulse technology.
Promotional points: Painless hair removal patent, 4 weeks hair removal, 10 minutes full body hair removal.
Image: A green Ulike Sapphire Air Freezing Point Depilator with "Air Series" branding.
Sapphire Rose Depilator
Price: ¥2689
Tmall 30 days sales: 1000+
TikTok 30 days sales: 10.8 million yuan
Sales contribution rate: 2%
Main technology: Hospital-grade freezing point hair removal, Hospital-grade light therapy lamp, Automatic zonal energy allocation.
Promotional points: Powerful freezing point hair removal, Hospital-grade skin rejuvenation.
Image: A pink Ulike Sapphire Rose Depilator with "Rose Series" branding.
Jmoon Sapphire Depilator
Price: ¥1389
Tmall 30 days sales: 2000+
Main technology: Sapphire freezing point does not hurt the skin, NFC smart sensor.
Promotional points: Rapid Flash, Powerful and painless hair removal, Intelligent and precise gearing.
Image: A white Ulike Jmoon Sapphire Depilator with "Jmoon Series" branding.
Ulike has completed 7 iterations in 7 years, successfully overcoming technical limitations of traditional hair removal devices.
Product Iteration Timeline: A visual timeline shows 7 generations of Ulike hair removal devices from 2016 to 2022, highlighting key features like "painless," "cooling," "portable," "sapphire ice point," "skin rejuvenation," and "rapid ice removal."
SIX: Core Marketing Methods
Insight into User Needs and Pain Points
Three Major Pain Points of Users:
- No effect: Traditional methods lack lasting effect and cannot fundamentally inhibit hair growth.
- Not safe: Common methods carry safety hazards, such as traditional thermal devices easily burning the skin.
- High cost: Professional freezing point hair removal services are inconvenient and expensive.
Ulike Winning Formula:
- Modified Concave: Improved traditional thermal hair removal devices with a sapphire flat light head for 30%-40% better effect.
- Sapphire Freezing Point Hair Removal Technology: Utilizes sapphire's high light transmission and heat conduction for timely skin cooling, preventing burns while achieving hair removal. Includes 8 light therapy lamps for skin rejuvenation.
- ¥1000 Price Level: Offers hospital-grade freezing point hair removal technology at a household price (under two thousand yuan), reducing the user's threshold.
VS symbol indicates the comparison.
Cultivating Brand Competitiveness Through Technology
Ulike focuses on product efficacy and user experience, with its R&D center driving continuous upgrades. Ulike holds national utility model patents for sapphire freezing point hair removal and light therapy rejuvenation. The brand has obtained certifications from KFDA (Korea), PSE (Japan), CE (Europe), WEEE (EU), ROHS (China), and SGS.
Certifications: A collage displays logos for PSE, CE, CFDA, KFDA, SGS, WEEE, and ROHS certifications.
Communication Trend + All-Round Operation = Breakthrough Product
Ulike's marketing strategy involves leveraging head stars for momentum and KOLs for social recommendations. It also employs cross-border co-branding and scientific content to break through communication barriers.
Head Celebrities Build Momentum
Key Endorsements and Spokespersons:
- 2018: Luo Yunxi signed as Chief Fashion Officer of Aurora series.
- 2019: Mao Buyi became Brand Experience Officer; Hou Minghao signed as Asia-Pacific E-line spokesperson.
- 2020: Zhao Lusi signed as spokesperson for the Vitality Beauty series.
- April-May 2021: Jing Tian and Bai Lu became brand ambassadors.
- October 2021: Actress Zhang Yuqi became spokesperson for the Ulike Air series.
Celebrity Images: A grid displays photos of Luo Yunxi, Mao Buyi, Hou Minghao, Zhao Lusi, Jing Tian, Bai Lu, Zhang Yuqi, and Kyeon Kim, associated with Ulike products and campaigns.
Stereoscopic Marketing and Social Recommendation by KOL
TikTok Performance: Ulike holds the top market share for hair removal devices on TikTok, with market share exceeding 50%. Market share is higher in autumn/winter than in spring/summer.
| Time | Sales (million yuan) | Market Share | Average Market Share |
|---|---|---|---|
| 2021.10 | 6.18 | 76.81% | 83.94% |
| 2021.11 | 19.394 | 72.48% | |
| 2021.12 | 16.436 | 89.06% | |
| 2022.1 | 17.948 | 94.42% | |
| 2022.2 | 85.137 | 86.94% | |
| 2022.3 | 79.981 | 66.85% | 63.62% |
| 2022.4 | 50.652 | 66.46% | |
| 2022.5 | 62.076 | 55.27% | |
| 2022.6 | 70.863 | 65.91% |
Seasonal Marketing Tactics:
- Spring/Summer: Focus on explaining product effect and usage to meet urgent demand.
- Autumn/Winter: Redefine these seasons as ideal for hair removal, promoting "anti-seasonal" products by "creating" demand.
Short Video Tactics: Descriptions detail strategies for spring/summer (e.g., emphasize effectiveness, painless use, how-to) and autumn/winter (e.g., use attention-grabbing titles, support winter hair removal benefits, highlight cost-effectiveness).
Image Descriptions: Screenshots illustrating "spring and summer short video tactics" and "autumn and winter short video tactics."
Video Content Promotion
In 2022, Ulike's promotion on platforms like TikTok, Red, and Weibo relies heavily on video content. TOP3 video tags include Star, Knowledge consultation, and Drama. Ulike collaborates with stars that align with its brand tone and stays keen on hot spot tracking.
Celebrity Collaborations by Month: A table lists collaborations with Yi Nengjing (Actress white skin secrets), Xu Lu (Depilator), Na Zha (Depilatory goods sharing), Xue Kaiqi & Liu Genghong (Ulike Depilator), and Twins (Ulike Depilator) from January to June 2022, with associated images.
Image Descriptions: Examples of video content featuring celebrities and Ulike products.
Content Output Volume Analysis
TikTok Short Video Volume: Since May 2021, Ulike's short video posting volume on TikTok has shown a significant upward trend, leading other hair removal device brands.
Graph Description: A line graph titled "The trend of short video posting of depilator brands on TikTok" shows Ulike's volume significantly outpacing Braun, JOVS, and Amiro.
Brand Ranking on Red: Commercial notes on Red are divided into three echelons, with Ulike in the first echelon. Ulike also ranked first in interaction volume for business notes on Red.
| Brand | Commercial Notes | Total Interactions (million) | The Notes with the highest number of interactions |
|---|---|---|---|
| First echelon: Ulike | 224 | 0.282 | Head expert: 程十安 an - "This is a video to recommend depilators~" |
| Second echelon: Braun | 85 | 0.1278 | Head expert: Thurman 猫一杯 - "Father's Day will become less normal without a gift for father?" |
| Second echelon: Amiro | 66 | 0.1121 | Celebrity: Cai Zhuoyan - "It's really useful! Colleagues also stunned by my pro-test" |
| Third echelon: Jovs | 45 | 0.183 | Head expert: 聂小倩她老板 - "A sharing from actresses! You know how the white skin looks like" |
| Third echelon: Smoothskin | 26 | 0.272 | Waist expert: 久肆噜噜 - "Kiwi girl must read! This article is enough for the beginner to use depilators " |
Cross-Border Co-Branding and Scientific Validation
Co-Branding: Ulike partnered with the popular IP SpongeBob SquarePants to launch co-branded products, successfully attracting young consumers.
Image Description: Ulike products (a depilator, charging base, and packaging) featuring SpongeBob SquarePants characters.
Scientific Testing: Ulike collaborated with SGS Laboratory, Dr. Ding, and dermatologist Dr. Yuan for in-depth hair removal experimental evaluation. The "28 days hair removal monthly report" demonstrated the safe and effective hair removal experience through professional testing.
Image Description: A summary of the "28 days hair removal monthly report" showing results like "hair count reduced by 50.37%" and "skin rejuvenation effect." It includes testimonials and endorsements from "丁香医生" (Dingxiang Doctor).
SEVEN: Hot Cases
TikTok Sales Growth
Ulike achieved a 374% increase in sales on TikTok in February compared to January. Sales rose from approximately 17 million yuan to 85.137 million yuan, with a 390% increase in units sold (49,000 pieces).
Graph Description: A bar chart titled "Ulike Sales trend on TikTok" illustrates this significant month-over-month (MoM) growth.
Video and Live Streaming Double Growth
Ulike's short-video content exposure led, with a 238% MoM growth in video outputs and a 63% MoM growth in live broadcasts.
Image Descriptions: Two comparison charts show the MoM growth in "Number" (71 to 240, 238% growth) and "Frequency" (198 to 323, 63% growth) of Ulike's content output in January and February.
Content-Oriented Value Harvesting
Ulike's short video and live broadcast strategies are well-paced for value harvesting. The brand leveraged expert content and head expert live broadcasts, doubling field view and tripling volume and sales compared to January. Self-broadcast sales accounted for about 50% of total sales.
Image Descriptions: Pie charts illustrate "Distribution of Ulike commercial channels in February 2022" (e.g., 47.7% by KOLs, 46.17% by brand live streams) and "Sales methods in February 2022" (e.g., 92.46% by live streams, 7.54% by videos). A table ranks Ulike selling experts in February 2022.
EIGHT: Consumer comments (incomplete statistics)
Tmall Flagship Store Feedback:
- Positive: Compact and convenient, generous gifts, effective icing after use. Painless use, hair growth slowed and became less coarse after a few uses. Significant reduction in hair growth compared to previous methods.
- Negative: Device not showing effects yet, included razor is poor quality, body milk has a strange taste. Machine is noisy, easy to open to 5 gears, but ice function only lasts two minutes. Some users experienced red acne and itchiness after a few uses, not recommended.
TikTok Feedback:
- Positive: High-end packaging, practical gifts. Comfortable icy cold sensation, good user experience. Responsive customer service with good attitude. Noticeable effect, especially around the lip area.
- Negative: Feels like an unnecessary expense. Not true freezing point hair removal; initial cold feeling quickly turns hot. Skin became scarred and red after use, resembling a burn.
NINE: Future Development
Prospect
- Ulike aims to build public awareness of hair removal devices and contribute to industry development, fostering user confidence and broadening the industry track.
- The core strategy of "product + technology + communication" will be used to implant a unique brand image in consumers' hearts through customized marketing.
- Leveraging knowledge of TikTok, Red, and other platforms, Ulike will use celebrity experts, scene content, and scientific hair removal information to stimulate market demand and achieve win-win industry outcomes.
Risk
- The attribute of hair removal devices leads to low repurchase rates. Ulike's product matrix is heavily reliant on the Freezing Point Depilator, making it vulnerable to impacts on its private domain repurchase rate due to a single SKU focus.
- Ulike faced investigations for its "No Sapphire, I won't take off" advertisement campaign due to "vulgarity and ban evasion." The advertising company was fined 500,000 yuan, and Hangzhou Ulike Technology Co., Ltd was fined 300,000 yuan for content contrary to social morals.
Advertisement Image Description: An image of an advertisement with the slogan "没有蓝宝石 我不脱" (No Sapphire, I won't take off), promoting Ulike as the No. 1 seller for 6 consecutive years.
Product Imitation: The Sapphire Air Series, due to its appealing design and core function, has been imitated by many low-priced brands, potentially misleading consumers.
Competitor Products: Images showcase competitor hair removal devices from brands like Aux, Zayviar, Oes, and Luyao.
What are the hot brands?
Criteria for identifying hot brands include:
- Brands/companies that have emerged in the last six months.
- Brands/companies occupying the TOP 10 in follower acquisition.
- Brands/companies with popular events in the last 3 months.
