In December, the Siu Mei makeup was affected by siphon effect, and the pressure was 6 billion 800 million. According to the data of panning, the turnover of 17 billion 156 million tiktok cosmetics category was 17 billion 156 million yuan, down 24.26% from the same period last year, with the turnover of 11 billion 440 million yuan, which was 24.91% lower than that of the same period. The turnover of cosmetics was 5.716 billion yuan, a year-on-year decrease of 22.92%. Double 11 has obvious siphon effect, double 12 has little driving effect, and the overall growth rate is under pressure. In December, the sales volume of the tiktok category was about 6 billion 828 million yuan. 2021, the turnover of Amoy cosmetics tiktok was 254 billion 318 million yuan, down 8.72% from the same period last year, and the sales volume of the voice and electricity supplier was 57 billion 805 million yuan.
Top 20 brand data tracking of brand turnover in beauty, skin care and make-up industry
(1) Amoy Department: according to Amoy data, the international brands in skin care category are the top, but the year-on-year decline is large. The top three are Estee Lauder, Lancome and SK-II, with a turnover of 306 / 267 / 227 million yuan, with an average year-on-year decrease of 27%. Some domestic brands such as Proya Cosmetics Co.Ltd(603605) and Winona maintained growth, with a turnover of 99 / 132 million yuan, ranking 6th and 10th respectively. At present, the five Chinese brands of make-up occupy 3 seats, and perfect diary, huaxizi and color key rank 2-4. (2) vibrato: Chinese goods are consistently dominant, and some brands are ranked tiktok. According to the data of feigua, at present, the three skin care brands are Estee Lauder, shake brand kelaini and SK-II, with a turnover of 102 / 101 / 88 million yuan, Proya Cosmetics Co.Ltd(603605) ranking fourth (second in domestic products) with a turnover of 79.66 million yuan. The cosmetics categories huaxizi, FV and perfect diary maintained the top three, with a turnover of 9822 / 5188 / 36.43 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 December was about 100 million yuan (after adjusting the abnormal value), the status of Shumin series star large single products was stable, and the sales of sensitive muscle + products were strong, which promoted the continuous growth of the brand. Proya Cosmetics Co.Ltd(603605) Tmall flagship store turnover of 141 million yuan, double anti essence, early C evening A essence set, ruby cream for the top three products, accounting for nearly 30%. The turnover of baicaoji tmall flagship store was 18.99 million yuan, and the new Shuining Yueze series accounted for 21%. Yu Zai Tmall flagship store turnover of 41 million 110 thousand yuan, skin barrier repair moisturizing cream accounted for 32%. The turnover of runbaiyan and kuadi tmall flagship stores is about 40 million yuan.
Investment advice
Maintain the industry “recommended” rating. Pay attention to cosmetics brands Yunnan Botanee Bio-Technology Group Co.Ltd(300957) , Proya Cosmetics Co.Ltd(603605) , Shanghai Jahwa United Co.Ltd(600315) , Yixian e-commerce, Syoung Group Co.Ltd(300740) , Guangdong Marubi Biotechnology Co.Ltd(603983) , e-commerce agent operators Hangzhou Onechance Tech Corp(300792) , Shanghai Lily&Beauty Cosmetics Co.Ltd(605136) , upstream ODM leaders Fujian Green Pine Co.Ltd(300132) , cosmetics OEM / ODM and supporting plastic packaging integrated service providers Jahen Household Products Co.Ltd(300955) .
Risk tips
The industry boom declined, brand competition intensified, and channel expansion was less than expected.
