Key points of the report:
Amoy is getting warmer and the jitter is keeping up tiktok.
According to Taobao data, the turnover of Taobao beauty category in February was 17.397 billion yuan, a year-on-year increase of 18.04%. Among them, the turnover of skin care was 12.983 billion yuan, a year-on-year increase of 31.51%; The turnover of cosmetics was 4.414 billion yuan, a year-on-year decrease of 9.30%. Driven by the promotion of preheating and pre-sale, the Amoy Department has warmed up as a whole. Tiktok, according to flying melon data, the turnover of cosmetic products in February was about 5 billion 297 million yuan, up by 191.36% over the same period.
Top 20 brand data tracking of brand turnover in beauty, skin care and make-up industry
(1) Amoy Department: according to Amoy data, the top three skin care brands are Lancome, Estee Lauder and L’Oreal, with a monthly turnover of more than 200 million. The number of overseas brands on the list has increased year-on-year and month on month. Among domestic brands, Proya Cosmetics Co.Ltd(603605) , Winona, Gmv reached 196 million yuan (YoY + 113%) and 111 million yuan (YoY + 95%) respectively, ranking 6th and 12th. In terms of make-up, Saint Laurent, Armani and MAC ranked in the top three, with Gmv reaching 214 million yuan (YoY + 10%), 129 million yuan (yoy-29%) and 122 million yuan (yoy-5%) respectively. The domestic brands huaxizi and perfect diary fell by about 60% year-on-year, and the ranking fell, and the ranking of overseas brands moved forward as a whole. (2) trembling: before skin care, three were Estee Lauder, later, and Lenny, the turnover reached 1.02, 0.88, and 77 million yuan respectively, and the tiktok brand Proya Cosmetics Co.Ltd(603605) and Han Shu ranked 4 and 5, with turnover 7412 and 68 million 550 thousand yuan. In terms of make-up, huaxizi maintained the first place with a turnover of 101 million yuan.
Performance of tmall flagship store of beauty brand of key listed companies
According to Taotao data, the turnover of Winona tmall flagship store in February was about 92.93 million, an increase of 105% at the same time. The sales of two single products, clear sunscreen and Shumin moisturizing cream, exceeded 10 million yuan Proya Cosmetics Co.Ltd(603605) tmall flagship store’s turnover was about 166 million yuan, an increase of 114% at the same time. It is estimated that shuangkang + Ruby + Yuanli series accounted for more than 50%. The turnover of Caitang tmall flagship store was nearly 21.11 million, a year-on-year decline, which was under short-term pressure due to the super head event. The turnover of baicaoji tmall flagship store was 7.71 million yuan, an increase of nearly 66% at the same time. The turnover of Yuze tmall flagship store was 28.27 million yuan, with a year-on-year high single digit growth. The turnover of Yilian tmall flagship store was RMB 1997 million, an increase of 79% at the same time; The turnover of Dr. yu’er tmall flagship store was 15.63 million yuan, an increase of about 40% at the same time.
Investment advice
Maintain the industry “recommended” rating. Pay attention to the cosmetics brand Yunnan Botanee Bio-Technology Group Co.Ltd(300957) \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\, ODM faucet Fujian Green Pine Co.Ltd(300132) .
Risk tips
The prosperity is lower than the expectation of the industry and the channel expansion is intensified.
