Investment advice
In February and the 3.8 tiktok + sales of voice sales, the main segments of the track (efficacy skin care, high-end skin care / makeup, makeup artists brand) continued to outperform the market, brand differentiation intensified, recommended comprehensive ability, great performance, excellent performance, Q1 performance is expected to be beautiful Yunnan Botanee Bio-Technology Group Co.Ltd(300957) / Proya Cosmetics Co.Ltd(603605) Bloomage Biotechnology Corporation Limited(688363) Lushang Health Industry Development Co.Ltd(600223) . “March 8th” promotion cosmetics online sales tracking
Skin care: the total sales of tmall store, a key skin care brand of Taobao department, increased by 19% on March 8 (2.27 ~ 3.8). In terms of classification, the efficacy and high-end trend continued and the prosperity was high. Local brands also performed well in the efficacy and high-end fields. In terms of specific growth rate, the efficacy increased by 25% / the high-end increased by 29% / the public increased by 9% / the international brand increased by 17% / the local brand increased by 22%.
Make up: Taobao is a key make-up brand, tmall official flag, with sales of – 21%, and high-end and professional make-up artist brands perform beautifully. High end + 10% / Fashion FMCG – 50% / Guofeng brand – 55% / professional makeup artist brand + 41%.
Tracking of key skin care brands: (1) Yunnan Botanee Bio-Technology Group Co.Ltd(300957) : during the promotion of Winona from January to February / March 8, tmall store + 39% / 41% respectively, and the sales of special care cream and sunscreen products are beautiful; Winona’s 3.8 tiktok sales period totaled 85 million 730 thousand yuan and ranked sixth, which was significantly higher than that of 14 in January and 26 in February. (2) Proya Cosmetics Co.Ltd(603605) : the company’s revenue / net profit from January to February is 480 million yuan / 40 million yuan, + 30% / 35%. The main brand Proya Cosmetics Co.Ltd(603605) 1~2 month /3.8 promotion period Tmall shop respectively +41%/129%, double anti essence, ruby essence, early C evening A sets, feather feeling sunscreen, source essence and other sales front; Proya Cosmetics Co.Ltd(603605) main brand tremble 3.8 promotion tiktok total sales 57 million 140 thousand yuan, ranked second, compared with 12 in January, and 8 in February has significantly improved. Tiktok 1~2 month /3.8 promotion period Tmall store +16%/197%, 3.8 big promotion voice sales 12 million 370 thousand yuan, ranking third has been greatly improved. (3) Lushang Health Industry Development Co.Ltd(600223) : the company’s cosmetics business revenue from January to February was 220 million yuan, + 147%; During the 1~2 month /3.8 promotion, Dr. Tmall stores +60%/+13% respectively, including Centella asiatica mask, probiotic water milk suit, Jen Yan honey, anti gravity water emulsion and precursor essence. Dr. J. al. Jr. sold 3.8 yuan tiktok during the 12 million 320 thousand promotion period, ranking fortieth, ranking fortieth, ranking higher than last year, and maintaining Top50 since January. From January to February / March 8, tmall stores will be – 5% / – 25% respectively; Tiktok sales of 13 million 720 thousand yuan, ranking thirty-sixth has been significantly improved compared to last year. (4) Bloomage Biotechnology Corporation Limited(688363) : the company’s revenue from January to February was 640 million yuan, + 55%; Run 100 Yan 1~2 month /3.8 promotion period Tmall store -27%/-4%, vibrato 3.8 tiktok sales 22 million 360 thousand yuan, ranking twentieth; Tmall 1~2 store /3.8 -57%/+127% during the month of the month of tiktok, and 3.8 sales of the jitter are 53 million 950 thousand yuan, ranking third. Mivel 1~2 /3.8 promotion period during the Tmall store +6.7%/431%, 3.8 tiktok sales promotion 7 million 640 thousand yuan, ranking sixty-ninth; Muscle activity 1~2 months /3.8 greatly promoted tiktok store -53%/-60% respectively, 3.8 of the trembling sound sales promotion 25 million 910 thousand yuan, ranking eighteenth. (5) Shanghai Jahwa United Co.Ltd(600315) : Herborist /3.8 1~2 -4%/+6.5% /3.8 promotion, Tmall tiktok ranked 364 during the promotion period. From January to February / during the promotion period of March 8 in Yuze, tmall stores accounted for – 46% / – 40% respectively.
Tiktok’s key brand tracking: (1) Mao Geping: Tmall 1~2 month, 3.8 promotion period Tmall store increased 23%, 11% respectively, 3.8 tiktok sales 9 million 960 thousand yuan, vibro color make-up fifth, Concealer foundation, one body repair sector and other star single store sales in front. Tiktok: 2. The 1~2 3.8 months of the perfect diary, Tmall stores were 69%, 73%, 3.8 tiktok sales 22 million 360 thousand yuan, vibrant color make-up eighth, secret love series of Lip Glaze, velvet Lip Glaze and other star products sales volume leader; Small Odin 1~2 month, 3.8 big promotion period Tmall shop tiktok 40%, 64%, 3.8 big promotion period, the sales of the voice is 2 million 220 thousand yuan, ranking fiftieth.
Risk tips
The development of new products / marketing / channels is less than expected; Loss of key customers of production / agent operators; Data accuracy.
