“A few days ago, sales were particularly hot. Many gift boxes were sold out as soon as they were put on the shelves.”
During the Spring Festival holiday, the reporter visited many business districts such as Shanghai Guojin center, Pudong No. 1 800 company and Meiluo city. The shopping guides of medium and high-end beauty brands at home and abroad such as Lancome, Sisley, Estee Lauder and baicaoji gave the above answers.
Online data also confirms what shopping guides say. Jingdong data show that special purchases for the Spring Festival box of L’OREAL, including the Uemura Hideki, the Helena green bottles, Lancome snow cream, Armani perfume and YSL lipstick, began a week after the start of the annual gift Festival, and the turnover increased by 414%.
Not only that, with the rise of “masculine economy”, more and more men choose to be a “delicate boy”. During Kwai special purchases for the Spring Festival, men’s facial skin care products increased by 301% over the same period last year.
big brand skin care products sold well before the year
On February 3, customers from Lancome, Sisley, Estee Lauder and other counters came in an endless stream at the first 800 companion shopping mall in Pudong, Shanghai.
“The holidays are relatively off-season. There are a lot of people in the first few days of the year. Many customers buy in sets based on their gift giving needs.” Sisley clerk told reporters.
In the national gold center not far away, Lancome clerk said that the passenger flow of the national gold center has always been very strong, and there is little difference before and after the Spring Festival.
Compared with offline, online is more popular. Special purchases for the Spring Festival are mainly popular among young people, according to data from Tmall, Jingdong and jtiktok. Special purchases for the Spring Festival are 212% year-on-year, according to the annual tiktok data report released by the voice business.
Jingdong and Baidu map jointly launched the “Spring Festival transportation heat map of new year goods”, which shows that a number of skin care and make-up brands rank among the top 5 most popular new year goods in many places. Among them, the skin spring moisturizing mask, La Mer essence, Shiseido CPB/ skin key, Saint Laurent free water perfume, Estee Lauder small brown bottle, and flower West makeup suit are the favorite of consumers in Beijing, Shanghai, Zhejiang, Henan, Hubei and Hunan respectively.
Industry insiders pointed out that the long-term wearing of masks caused new skin problems for some consumers, and the market demand for skin care products continued to rise, especially high-end skin care products. Nielsen report believes that under the “mask economy”, the concepts of sunscreen, sensitive muscle and anti acne and acne have become the new focus of the skin care industry.
from “rough man” to “delicate boy”
“Now more and more men come to consult skin care products. Their main demands focus on removing oil, controlling acne and anti allergy.” The clerk of baicaoji store in Meiluo city told reporters.
Reese consulting disclosed in the recently released new product opportunities driven by the mental change of generation Z that the compound growth rate of men’s skin care products in the past four years has reached 18.9%, much higher than 11.2% of the whole category. In 2020, the growth rate of “00 after” men’s make-up consumption was far higher than that of women after 00. Among them, the growth rate of men buying liquid foundation was 2 times that of women, and the growth rate of Eyeliner was 4 times that of women.
Enterprises with a keen sense of smell have taken the lead. The perfect diary of domestic beauty brand launched a series of men’s products together with the Chinese gymnastics team in July 2021. The first products include two categories: color makeup and moisturizing skin care, and officially entered the male color makeup and skin care market.
Shanghai Jahwa United Co.Ltd(600315) , Yunnan Botanee Bio-Technology Group Co.Ltd(300957) performance exceeded expectations
Estee Lauder, a global beauty giant, recently released its Q2 financial report for fiscal year 2022. During the reporting period (October 1 to December 31, 2021), the company’s operating revenue was US $5.539 billion, a year-on-year increase of 14.14%, and its net profit reached US $1.09 billion, a year-on-year increase of 24%.
Such excellent achievements cannot be achieved without the strong support of Chinese consumers. Estee Lauder said that the Chinese mainland’s net sales growth mainly benefited from the sustained success of Estee Lauder, La Mer and Zuma long brands or products. Earlier, tmall express consumer business department announced that Estee Lauder won the top 1 of tmall’s double eleven beauty makeup in 2021.
Although there is still a lack of beauty giants in China to compete with European, American, Japanese and Korean brands, some products focusing on Chinese herbal skin care and sensitive muscle care have achieved rapid development in recent years.
According to the 2021 performance forecast released by Shanghai Jahwa United Co.Ltd(600315) recently, Q4 is expected to realize a net profit of about 235 million yuan in 2021, an increase of about 99% year-on-year. Shanghai Jahwa United Co.Ltd(600315) said that the company adheres to the differentiated brand development strategy, and the skin care category, as a high gross profit and rapid development category positioned by the company, has achieved rapid growth.
The net profit of Weina brand in the first quarter of 2021 is expected to be RMB 300.3 billion to RMB 95.4 billion, with a year-on-year growth of RMB 300.4 billion to RMB 95.1 billion. It is reported that the main brand Winona, based on strong product strength and diversified marketing mode, has successfully created a number of top selling single products exceeding 100 million, ranking No. 6 in the category of tmall beauty and skin care during the double 11 in 2021.
