Key points of the report:
Amoy beauty makeup continued pressure, shaking tiktok GMV62 billion yuan, with the increase of 300%+
According to Taobao data, the turnover of Taobao beauty category in January was 13.666 billion yuan, a year-on-year decrease of 26.95%. Among them, the turnover of skin care was 8.793 billion yuan, a year-on-year decrease of 30.47%; The turnover of cosmetics was 4.873 billion yuan, a year-on-year decrease of 19.63%. Tiktok, according to flying melon data, the turnover of cosmetic products in January was about 6 billion 243 million yuan, up 364.53% over the same period last year.
Top 20 brand data tracking of brand turnover in beauty, skin care and make-up industry
(1) Amoy: according to Amoy data, the top 3 brands are Estee Lauder, Lancome and L’Oreal, with turnover of RMB 271 million, 239 million and 215 million respectively, a year-on-year decrease of 25-32%, close to the decline of the market. Domestic brands Proya Cosmetics Co.Ltd(603605) and Winona maintained growth. The turnover in January reached 150 million yuan and 102 million yuan respectively, ranking 8 and 10 higher than that of the same period last year. In addition, L’Oreal Group’s super high-end brand Helena recorded an increase of 18%. Huaxizi, colorkey and Saint Laurent ranked among the top three, with transaction volume reaching 140 million yuan, 135 million yuan and 133 million yuan respectively, down 49%, 8% and 18% year-on-year. The perfect diary ranked sixth, and the cutting-edge domestic brands indoyou and brand color increased brightly. Master’s tiktok: (2) vibrato: international brands rank ahead of the master by taking the lead, shaking the brand and relying on the founder IP to grow rapidly. Among them, the top 3 skin care brands are Hou, Estee Lauder and kelaini, with a turnover of 173 million yuan, 139 million yuan and 92 million yuan respectively; The top 3 cosmetics are huaxizi, FV and Mao Geping, with turnover of 113 million yuan, 64.82 million yuan and 39.53 million yuan respectively, with great advantages of domestic products.
Performance of tmall flagship store of beauty brand of key listed companies
According to Taobao data, after adjustment, the turnover of Winona tmall flagship store in January was about 100 million yuan, an increase of nearly 30% at the same time. Shu Min Series sales continued strong, mask products continued hot. Proya Cosmetics Co.Ltd(603605) the turnover of tmall flagship store was about 140 million yuan, an increase of nearly 50% at the same time. The double resistance + Ruby + Yuanli repair series accounted for more than 55%. The turnover of Caitang tmall flagship store is nearly 33 million yuan, and the monthly sales of the new and upgraded master highlight repair disk is 10.1 million yuan. The turnover of baicaoji tmall flagship store was 9.29 million yuan, down nearly 15% at the same time. The turnover of Yuze tmall flagship store was 34.78 million yuan, down nearly 40% at the same time. The turnover of runbaiyan and kuadi tmall flagship stores was about 33 million yuan.
Investment advice
Maintain the industry “recommended” rating. Pay attention to cosmetics brands Yunnan Botanee Bio-Technology Group Co.Ltd(300957) , Proya Cosmetics Co.Ltd(603605) , Shanghai Jahwa United Co.Ltd(600315) , Yixian e-commerce, Syoung Group Co.Ltd(300740) , Guangdong Marubi Biotechnology Co.Ltd(603983) , e-commerce agent operators Hangzhou Onechance Tech Corp(300792) , Shanghai Lily&Beauty Cosmetics Co.Ltd(605136) , upstream cosmetics OEM / ODM and supporting plastic packaging integrated service providers Jahen Household Products Co.Ltd(300955) , ODM leader Fujian Green Pine Co.Ltd(300132) .
Risk tips
The industry boom declined, brand competition intensified, and channel expansion was less than expected.
