Key points of the report:
Jitter + panning Department fell 11% in March, and the pressure on tiktok boom still exists.
According to magic mirror data, Amoy skin care + make-up achieved sales of 22.402 billion in March, a year-on-year decrease of 20.25%. In terms of breakdown, Taobao (Taobao + tmall) achieved sales revenue of 16.469 billion, a year-on-year decrease of 18.5%, of which tmall achieved sales revenue of 11.573 billion, a year-on-year decrease of 6.4%, and Taobao achieved sales revenue of 4.896 billion, a year-on-year decrease of 37.5%. Taoxi (Taobao + tmall) achieved sales revenue of 5.932 billion, a year-on-year decrease of 24.8%, including 3.423 billion tmall, a year-on-year decrease of 17.2%, and 2.510 billion Taobao, a year-on-year decrease of 33.2%. According to tiktok data, sales of vibrato skin care and make-up in March reached 5 billion 337 million, up 72.7% from the same period last year, including 4 billion 235 million skin protection, 78.2% year-on-year growth, and 1 billion 102 million cosmetic sales, an increase of 54.3% over the same period last year. Under the tiktok + panning system, skin care + make-up 27 billion 739 million, down 11% compared to the same period.
Top 20 brand data tracking of brand turnover in beauty, skin care and make-up industry
(1) Amoy Department: in terms of skin care, according to magic mirror data, tmall’s top 5 brands in March were L’Oreal, Lancome, Estee Lauder, Proya Cosmetics Co.Ltd(603605) , Olay. The top five stores in the store dimension are tmall global import supermarket, Lancome cat flag, Estee Lauder cat flag, L’Oreal cat flag and tmall supermarket. The two domestic head brands Proya Cosmetics Co.Ltd(603605) , Winona performed well, among which Proya Cosmetics Co.Ltd(603605) official flagship store ranked sixth in the industry. In terms of make-up, the top 5 brands of tmall in March were Mac, 3ce, huaxizi, Armani and Saint Laurent. The top 5 stores are MAC cat flag, 3ce cat flag, huaxizi cat flag, tmall global import supermarket and Armani cat flag. Among them, MAC performed well, while domestic head makeup still continued a serious downward trend.
Tiktok tiktok tiktok: (2) jitter: skin care, Estee Lauder topped the top of skin care in March, high-end skin care is still mainly based on master, Proya Cosmetics Co.Ltd(603605) second, monthly sales of over second, and Bloomage Biotechnology Corporation Limited(688363) ‘s BIOMESO muscle tremor sales of electricity providers reached 65 million 910 thousand. In terms of cosmetics, domestic products have obvious advantages. The top three brands with turnover in March are huaxizi, bairuimei and Julio, reaching 83.56 million yuan, 37.08 million yuan and 36.57 million yuan respectively.
Performance of tmall flagship store of beauty brand of key listed companies
According to magic mirror data, Winona’s flagship store achieved sales of 239 million in March, a year-on-year increase of 97% Proya Cosmetics Co.Ltd(603605) main brand achieved sales of 277 million yuan in March, with a year-on-year increase of 102%. Q1 achieved sales of 549 million yuan, with a year-on-year increase of 67%. During the promotion of the Eighth National Congress of the Communist Party of China, it was ranked first in domestic skin care products; Caitang achieved sales of 25.03 million, a year-on-year increase of 75%; Runbaiyan achieved sales of 39.82 million in March, a year-on-year decrease of 56%; Kwadi’s sales in March were 71.22 million, down 10% year-on-year; Mibel achieved high growth, with sales of 44.34 million in March, a year-on-year increase of 319%. Bio meso March sales 175%, + 175%. The turnover of baicaoji tmall flagship store in March was 12.49 million yuan, down 32%; Yuze’s turnover in March was 50.44 million yuan, – 36%; The turnover of Yilian tmall flagship store in March was 33.44 million yuan, a year-on-year increase of 6%; The turnover of Dr. hu’er tmall flagship store in March was 66.16 million yuan, a year-on-year increase of 23%.
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 industry boom declined, brand competition intensified, and channel expansion was less than expected.
