Key points of the report:
Amoy department is affected by multiple channels and pressure, and tiktok is 8 billion 700 million yuan in a single month.
In November 2021, the tiktok cosmetics (beauty, skincare and make-up) turnover was 56 billion 457 million yuan, down 7.09% compared with the same period last year, of which 45 billion 551 million yuan in skin care category, 2.56% lower than the same period last year, and 10 billion 906 million yuan in cosmetics category, down 22.19% compared to the same period last year. The November sales of the beauty makeup category of the voice business operators reached 8 billion 659 million yuan.
Top 20 brand data tracking of brand turnover in beauty, skin care and make-up industry
(1) Amoy Department: overseas brands have obvious advantages under the great promotion. According to Amoy data, the top three brands in the turnover of Amoy department skin care category in November were L’Oreal, Estee Lauder and Winona. L’Oreal and Estee Lauder broke 2 billion, with a slight year-on-year decrease in growth rate, and Winona broke 1 billion, with a year-on-year increase. There are also Proya Cosmetics Co.Ltd(603605) Enter the top 10 with 800 million + Gmv. The top two cosmetics categories, perfect diary and huaxizi, had a turnover of 420 million and 370 million yuan, with a year-on-year decrease of 40% +, and Saint Laurent was the third, with a year-on-year decrease of 16%. Among domestic brands, MARUMI’s cosmetics brand love fire started rapidly, ranking 13 with 170 million Gmv. (2) vibrato: overseas brands rank improved, but overall domestic products are excellent. According to the data of flying melon, the skin care category is three, Estee Lauder and snow show. After that, turnover is broken 460 million. The top three of the tiktok brand is klenny, OSM, Proya Cosmetics Co.Ltd(603605) . , the turnover is about 100 million. The cosmetics categories huaxizi, FV and perfect diary ranked among the top three, with turnover of 110 million yuan, 74.41 million yuan and 57.71 million yuan respectively.
Performance of tmall flagship store of beauty brand of key listed companies
According to Taobao data, in November, the turnover of Winona tmall flagship store increased year-on-year, with a turnover of more than 1 billion. During the double 11, the turnover ranked No. 6 in tmall skin care and No. 1 in domestic products. Proya Cosmetics Co.Ltd(603605) Tmall flagship store grew by 78% over the same period last year, breaking the turnover by 700 million, increasing the number of brands driven by large single products, and making the monthly sales of ruby + double anti 60%+, which accounted for 21% of the total sales. The proportion of early sales of C and A was the highest. Shanghai Jahwa United Co.Ltd(600315) ‘s jade Tmall flagship store’s turnover increased by 15% over the same period last year. Skin barrier repair moisturizing cream and Centella asiatica relieving mask sales were all broken by 100 million. Baicaoji tmall flagship store increased by 16% year-on-year. MARUMI tmall flagship store fell 49% year-on-year, and love fire brand grew rapidly. Bloomage Biotechnology Corporation Limited(688363) the turnover of its kuadi flagship store exceeded 400 million yuan, a year-on-year increase of 362%, maintaining a high growth rate, and the turnover of runbaiyan flagship store was 170 million yuan.
Investment advice
Maintain the industry “recommended” rating. It is recommended to pay attention to cosmetics brands Yunnan Botanee Bio-Technology Group Co.Ltd(300957) , Proya Cosmetics Co.Ltd(603605) , Shanghai Jahwa United Co.Ltd(600315) , Guangdong Marubi Biotechnology Co.Ltd(603983) , Yixian e-commerce, Syoung Group Co.Ltd(300740) , e-commerce agent operators Hangzhou Onechance Tech Corp(300792) , Shanghai Lily&Beauty Cosmetics Co.Ltd(605136) and upstream ODM leaders Fujian Green Pine Co.Ltd(300132) .
Risk statement
The industry boom declined, brand competition intensified, and channel expansion was less than expected.
