Industry dynamic information
Cosmetics stocks rose by 34.73% in Shanghai and Shenzhen in February. In terms of individual stocks, Syoung Group Co.Ltd(300740) , Proya Cosmetics Co.Ltd(603605) , Qingdao Kingking Applied Chemistry Co.Ltd(002094) rose the most in a shares. Amore The Pacific Securities Co.Ltd(601099) rose 18.7% in overseas markets, ranking first, and Shiseido Rose 14%. The profit growth of the two companies in 2021 was 727% and their losses turned to 42.44 billion yen respectively, with strong performance. Salsa international and o’shudan in Hong Kong stock market still fell significantly.
Amoy data: the pre-sale of Queen’s day starts at the end of the month. Compared with 2021, the time of spot activities is the same, and the pre-sale time is nearly three days later than 0:00 on February 25 last year. There is no practice of lengthening the front on the double 11, and the activities are more concentrated. From the perspective of the discount intensity of various skin care products, the actual price is generally slightly higher than the double 11 (or the reduction of gifts), and various brands still have relatively strict regulations on the activity level. In the pre-sale activity on February 27, the sales of Li Jiaqi’s live studio reached 2.825 billion yuan. In the same period last year, Li Jiaqi and Weiya jointly set a sales volume of 790 million yuan. This year, Weiya and Sydney both withdrew from the live broadcast, and the head concentration is more obvious. From January to February 2022, the cumulative sales of Taoxi’s whole network skin care decreased by 5.09% year-on-year, and the sales of color makeup decreased by 16.65% year-on-year. Tmall’s skin care sales increased by 10.26% year-on-year, and tmall’s cosmetics sales decreased by 10.75% year-on-year. In January, due to the staggered Spring Festival, the growth rate of the industry decreased significantly and recovered rapidly in February. Among them, the growth rate of tmall traffic is faster than that of the whole network, and the brand effect is concentrated obviously. Among tmall flagship stores, only Estee Lauder, an international tracking brand, has achieved a year-on-year growth rate of 67.15%, a growth rate of more than 20%, Lancome has increased by 17.96%, the mystery of sea blue has increased by 13.58%, Shiseido has a positive year-on-year growth rate of + 0.12%, and others have declined to varying degrees. The growth differentiation of local skin care brands is obvious: from January to February, Winona was 170 million yuan (+ 39.35%), Proya Cosmetics Co.Ltd(603605) 280 million yuan (+ 57.98%), embellish Baiyan was 05.1 billion yuan (- 27.27%), kwadi was 55 million yuan (- 57.18%), Dr. Chen er was 70 million yuan (+ 60.23%), Yuze was 63 million yuan (- 46.12%). The head market share of old local cosmetics brands has been gradually eroded: from January to February, the perfect diary was 159 million yuan (- 66.32%), huaxizi was 284 million yuan (- 50.42%), Caitang was 48 million yuan (+ 16.11%), and the competition in the cosmetics industry is more intense.
Tiktok data: in February, the sales tiktok TOP300 brand was 4 billion 460 million yuan, and TOP300 store sales amounted to 3 billion 150 million yuan, +9.8%/-14.7% respectively. Buffeting channel has developed rapidly since 2021. Major brands have gradually laid out emerging channels, and the market increment is relatively obvious compared with Amoy. In February 2022, the main brand flagship store looked at the brand name. The Proya Cosmetics Co.Ltd(603605) 070 Proya Cosmetics Co.Ltd(603605) brand was better than the January. The growth rate of tiktok, Proya Cosmetics Co.Ltd(603605) , Dr. Phill and Yee was the most obvious. The 35 million yuan was relatively stable. Lu Shang’s Dr. yu’er and Yilian had sales of more than 20 million in February. Among the cosmetics brands, huaxizi still ranks first with sales of 126 million yuan. Tiktok’s official flagship store in international brand has a relatively high sales volume of 53 million yuan, while other major international brands are relatively weak in layout of the channel, and Estee Lauder has not yet opened its flagship store in the official website of L’OREAL. The key monitoring brand is 88% of the jade seeding, with the highest proportion of self broadcasting. The proportion of the self seeding tiktok and the perfect diary in the color cosmetics brand is the highest, Proya Cosmetics Co.Ltd(603605) 596%, run Bai Yan 51%, Winona 42%, pill 52.2%, and Yu mud 67.6%.
