Core view
All platforms actively promote sales during the March 8th Festival, with various playing methods and many brands. Tmall, Jingdong, jomson and other major e-commerce platforms have launched a tiktok 38 promotional campaign for about 2 weeks. The overall promotional activities were flat last year, and many brands were involved.
International brands are firmly on the top list of traditional e-commerce, and domestic products seize the emerging traffic platform. Significant platform differentiation: 1) skin care products: international brands occupy the main head market, and local brands break through strongly. In the list of traditional e-commerce platforms led by tmall, international brands occupy the top market, and the top 10 Chinese brands L’Oreal and Winona stand out, ranking fourth and eighth respectively. China’s Kwai tiktok is among the most popular platforms in the world, such as vibrant voice, home sales, tiktok, quick hand and many TOP10 platforms. The proportion of Chinese brands is 70%, 60% and 80% respectively. Tiktok Kwai and other short video platform spread widely, user groups sink, in the 38 quarter promotion, the popular domestic skin care brand to sell at the advantage of parity. 2) Makeup: traditional e-commerce is dominated by international makeup brands, and the momentum of domestic makeup on emerging platforms is booming. The top list of traditional e-commerce platforms is still dominated by international make-up brands. Domestic make-up brands huaxizi and colorkey perform well, ranking fourth and tenth on tmall’s list respectively. The Kwai tiktok of the emerging platform countries is not decreasing, and the proportion of sales of TOP10 to Chinese national products is 80%, 60% and 80% respectively.
Tmall: the volume and price of skin care products have risen, and the sales scale of color makeup has shrunk slightly. The sales volume of tmall skin care in the March 8th festival was 980 million yuan and 2.7 million pieces, with a year-on-year increase of 12.70% and 10.28% respectively; The cosmetics sector achieved sales of 190 million yuan and 830000 pieces, down 2.2% and 1.24% year-on-year respectively. The average selling prices of skin care and cosmetics were 363 yuan / piece and 227 yuan / piece respectively, with year-on-year changes of 2.2% and – 1.0% respectively.
From the changes of tmall’s sales list in 2021 and 2022, consumers still prefer to buy international cosmetics brands in the promotion season, and the top 3 brands of skin care and color cosmetics have little change. Among the top 30 domestic brands in sales: 1) skin care products, Proya Cosmetics Co.Ltd(603605) has a sales volume of 150 million yuan, a sales volume of 820000 pieces, and an average unit price of 181 yuan / piece; Winona has a sales volume of 93.44 million yuan, a sales volume of 760000 pieces, and an average price of 123 yuan / piece; 2) In the category of cosmetics, the sales volume of Caitang is 13.5 million yuan, the sales volume is 8 million pieces, and the average price is 160 yuan / piece.
Investment suggestion: it is suggested to pay attention to the leader of sensitive skin care products Yunnan Botanee Bio-Technology Group Co.Ltd(300957) ( Yunnan Botanee Bio-Technology Group Co.Ltd(300957) . SZ), the leader of domestic cosmetics Proya Cosmetics Co.Ltd(603605) ( Proya Cosmetics Co.Ltd(603605) . SH), the leader of Centennial domestic daily chemical products Shanghai Jahwa United Co.Ltd(600315) ( Shanghai Jahwa United Co.Ltd(600315) . SH), the leader of medical beauty injections Imeik Technology Development Co.Ltd(300896) ( Imeik Technology Development Co.Ltd(300896) . SZ) The world’s largest supplier of hyaluronic acid Bloomage Biotechnology Corporation Limited(688363) ( Bloomage Biotechnology Corporation Limited(688363) . SH), biomedicine + ecological health two wheel drive Lushang Health Industry Development Co.Ltd(600223) ( Lushang Health Industry Development Co.Ltd(600223) . SH).
Risk tip: the promotion of new products is not as expected; Intensified market competition; The price of raw materials fluctuates greatly; The market demand is lower than expected.
