CURRENT LIVESTREAM PERFORMANCE

1 ： TOP SKU: LP Cream, Sun Beauty, LP Serum

2 ： LP discovery set respectively has 1 order and need to strengthen seeding

商品名称 商品 ID 直播成交金额 直播成交件数 直播成交人数 商品点击人数 场均商品点击率 场均成交转化率

59,600 25 25 1,200 0.97%

LANCASTER 兰嘉丝汀蓝金王妃御颜霜 50ml 补水紧致 696662876281

6,900 15 15 208 0.16%

LANCASTER 兰嘉丝汀理肤银杏防晒隔离乳 SPF50+30ml 696928476220

5,400 2 2 284 0.23%

LANCASTER 兰嘉丝汀蓝金王妃御颜精华露 30ml 淡纹 697221602264
4,390 11 11 160 0.13%
LANCASTER 兰嘉丝汀舒润柔肤水 400ml 补水保湿舒缓 697098029198

1,960 2 2 245 0.19%

LANCASTER 兰嘉丝汀蓝金王妃御颜眼霜 15ml 淡纹紧致 697655381008

1,700 2 2 245 0.19%

LANCASTER/ 兰嘉丝汀蓝金王妃御颜精华水 150ml 698281707704
1,020 1 1 167 0.13%
LANCASTER 兰嘉丝汀美肌密集修护精华液 50ml 淡纹 696660488959
980 1 1 228 0.18%
LANCASTER/ 兰嘉丝汀蓝金王妃御颜霜面部护肤套装 712732641144
750 1 1 1,200 0.97%
LANCASTER 兰嘉丝汀蓝金王妃御颜霜 50ml 补水紧致 696662876281
400 1 1 46 0.03%
LANCASTER 兰嘉丝汀洁面爽肤水 400ml 三效合一懒人水 697236954307

320 1 1 30 0.02%
LANCASTER 兰嘉丝汀理肤泡沫洁面膏 125ml 深层清洁 696971485506
TTL 2450 62 62 1613 - -
 CURRENT LIVESTREAM PERFORMANCE
1 ： Until April, livestreaming contribute 119K GMV, and sales in March increase much mainly thanks to Hey box campaign and
LP cream.
2 ： In April, livestreaming has 4 times S campaign and member sales accounted more share.

时间 2 月（首月） 3月 环比增幅 4月 环比增幅

宝藏新品牌 & 乐活季 & 划
核心节点 / 新品发布 / /
算节 & 金妆奖
直播时长 50 46 -8.00% 200 334.78%

直播间销售额 69 81,995 118733.33% 37,598 -54.15%

直播间客单价 69 911 1220.29% 112 -87.71%

直播间渗透率 1.66% 35.70% 2050.60% 12.07% -66.19%

直播间访问人数 26,209 67,216 156.46% 29,548 -56.04%

平均观看时长 153 49 -67.97% 77 57.14%

互动率 2.64% 1.10% -58.33% 3.92% 256.36%

转粉率 1.48% 0.31% -79.05% 0.93% 200.00%

新增粉丝数 40 428 970.00% 275 -35.75%

商品点击率 0.22% 2.20% 900.00% 8.13% 269.55%

成交转化率 0% 0.13% - 1.14% 776.92%

会员成交金额占比 100% 74.61% -25.39% 77.74% 4.20%

 CURRENT LIVESTREAM PERFORMANCE

1 ： Private traffic show a stable increase trend by month. Publice traffic decrease in April.
2 ： Traffic of March increase due to 317 big star livestreaming.

Channel Feb Mar MOM Apr MOM

Private Traffic 50 1603 3106.00% 3585 123.64%

Public Traffic 26048 42977 64.99% 26290 -38.83%

Paid media 110 22355 20222.73% 227 -98.98%

TTL 26208 66935 155.40% 30102 -55.03%

 LIVESTREAM HOST

1 ： 3 people are fiexed host

Host Time Viewers Fans Rate Orders GMV AUS

容馗斌 48 7712 1.08% 45 4783 122.6

李玉苗 28 4172 1.15% 18 1091 77.9

张可心 25 3502 0.94% 15 1546 171.8

黄俊辉 34 5397 0.63% 21 889 63.5

 A GENERAL LIVESTREAM CALENDAR – FY23

JAN MAR APR MAY JUN JULY

2023 2023 2023 2023 2023 2023

Local: Local: Local: Local:

TMALL

Tmall Grand Launch official LS 520 I LOVE YOU DAY 618 animation LS Chinese Valentine’s Day
Consistent brand official LS to push sales animation Summer Holiday

Hours ： 50 46 200 229 256 200

Time: 19:00-23:00 16:00-23:00 17:00-24:00 17:00-01:00 15:00-01:00 17:00-24:00

Theme: New launch Hey box New Brand campaign 618 warm up 618 Campaign Summer holiday
 TMALL EDITIORAL CALENDAR

APR. MAY JUN. JUL. AUG. SEP.

KCP
CALENDAR FREQUENCY AND STORYLINE
& story Season
Spring season start
switch! Are you ready for
full spectrum repair & protection?
I LOVE YOU DAY
Repair & protect your skin and
618 Summer Animation
(music festivals, etc.)
Summer break 1/2
Protection first
Summer break 2/2
Protect and shine
Back to school
Regain your glow and
make your radiant beauty last Repair and protection everyday get prepared brightness
forever on the go for the beach

主推品 LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE
SUN BEAUTY SUN BEAUTY SUN BEAUTY SUN BEAUTY SUN BEAUTY SUN BEAUTY
CLEANSERS CLEANSERS CLEANSERS CLEANSERS CLEANSERS CLEANSERS
365 SKIN REPAIR

月直播时长 200h/month 229h /month 256h/month 200h/month 200h/month 200h /month

OCT. NOV. DEC. JAN. FEB. MAR.

D11 Phase 1 D11 Phase 2 Christmas New Year Winter sport season Women’s day
KCP Season switch! Repair your Shop the full routine and Get ready to bright Empower your skin to act Repair and protect Brighten and empower your
& story skin, while continuing to integrate the perfect products to for the Holiday and gift young again in every situation skin and yourself
protect it fight cold your loved ones
LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE
主推品 SUN BEAUTY SUN BEAUTY SUN BEAUTY SUN BEAUTY SUN BEAUTY SUN BEAUTY
CLEANSERS CLEANSERS CLEANSERS CLEANSERS CLEANSERS CLEANSERS
365 SKIN REPAIR 365 SKIN REPAIR 365 SKIN REPAIR 365 SKIN REPAIR 365 SKIN REPAIR 365 SKIN REPAIR
月直播时长
300 /month 340 /month 340 /month 260h /month 260h /month 340h /month
 PRODUCT STRATEGIES IN FY23-FY24

TMALL LIVESTREAMING
 Focus on star product: LP Cream
70% 13%  Content and storyboard:
Highlight -- LP cream selling point and
emphasis the story of Grace and Princess
LP
c ream

10% 7% Highlight – New Retional technology

Cross-selling to another star product : skin life

365 repair
serum UV ,Toner and 365 essence.
 LIVESTREAM HOST
LANCASTER STORE LIVESTREAM

主播姓名：李玉苗 主播姓名：容馗斌 主播姓名：黄俊辉 主播姓名：张可心