The promotion of the March 8th Festival boosted the strong growth of beauty consumption in February. In February 2022, the Gmv of Taoxi platform cosmetics (skin care + make-up) totaled RMB 17.397 billion, a month on month increase of + 27.48% and a year-on-year increase of + 16.36%. Among them, Gmv for beauty and skin care was 12.983 billion yuan, a year-on-year increase of + 29.57%, accounting for 74.6%; Makeup Gmv was 4.41 billion yuan, a year-on-year increase of - 10.5%, accounting for 25.37%. The pre-sale of tmall Queen's day starts at 20:00 on February 27, and the balance payment is paid on March 4. The spot sales time is from March 2 to 8, which is the same as the same period last year, but the starting time is advanced from zero to 20 p.m. to optimize consumers' shopping experience. The promotion of the festival has driven the high growth of beauty sales month on month, and the higher year-on-year growth rate of skin care beauty reflects consumers' stronger willingness to consume skin care products.
A number of domestic brands have submitted satisfactory answers, and the competitiveness of medium and high-end domestic beauty brands has been continuously verified by the market. The sales performance of domestic brands was quite different in February, which was mainly affected by the different participation time and discount arrangement of various brands. Combined with the sales performance in the March 8th quarter, the sales performance of several domestic brands was brilliant.
(1) Winona: in February, sales of Amoy tiktok were +105.39%, and sales volume was 44 million 600 thousand during the promotion period. (2) Proya Cosmetics Co.Ltd(603605) 2 month sales of +113.63% Sales Department, +113.63%, 3. 8, the first place in the tiktok makeup of the national products of the United States, sales grew by over 200% over the same period, sales of voice sales increased by over 100%, the sales of the trump cards "C A" increased by 78 thousand, and the total sales of the double anti products exceeded 160 thousand. (3) Caitang: the sales volume of Amoy department in February was + 36.68% year-on-year, the 3.8 Gmv increased by more than 400% year-on-year, and the 40 minute sales exceeded the 38 full-time Gmv of last year; (4) Baicaoji Amoy sales in February were + 65.98% year-on-year. We believe that beauty brands that focus on medium and high-end tracks, have technological R & D advantages, classic product development ability and can shape a strong brand image will have more competitive advantages. This view has been continuously verified. In the future, we will continue to be optimistic about the rapid development of high-quality domestic beauty brands.
Tiktok, a brand new core of domestic brands, will continue to increase sales and growth potential. According to the statistics of cicada mother's 3. 8 sales figures, the sales of Chinese brands including Proya Cosmetics Co.Ltd(603605) , Winona, kwtiktok and Hua Xizi have exceeded 40 million yuan, far exceeding the international cosmetic brands such as L'OREAL, Lancome and Estee Lauder. The core domestic brands have vigorously laid out new channels, and are expected to help them achieve overtaking in the context of channel change. The sales growth space of core domestic beauty brands is huge.
Investment strategy: the awakening of beauty awareness and the formation of beauty consumption habits continue to drive the growth of the industry, and the improvement of national self-confidence helps the development of domestic beauty brands. The sales of Taoxi cosmetics increased sharply in February driven by the promotion of March 8. Winona, Proya Cosmetics Co.Ltd(603605) and other brands that focus on medium and high-end tracks, and have the advantages of technological research and development and the ability to develop classic products have performed well, and their early views have been verified. In the future, we will continue to be optimistic about the rapid development of high-quality domestic beauty brands, especially the medium and high-end domestic beauty brands focusing on effective skin care and high-tech support, which are expected to accelerate their growth under the guidance of policies.
Risk tip: there may be errors between the crawler data and the actual sales of the brand, the promotion and sales are less than expected, the industrial regulatory policy changes, and the macroeconomic environment changes
