2024年度复盘 宠物行业 CONT ENTS 01 宠物行业复盘 02 明星品牌拆解 淘天vs抖音 2024年宠物行业：淘天仍是主要销售渠道 197亿 133亿 传统电商平台 兴趣电商平台 +53.52% 数据来源：蝉魔方 PART ONE 宠物行业调研 宠物行业调研 抖音宠物行业全年销售总额超过133亿，保持较高增速 10.69亿 6.13亿 9.92亿 9.84亿 9.51亿 9.51亿 9.20亿 12.25亿 10.67亿 17.59亿 13.44亿 14.02亿 206.4% 38.0% 83.6% 80.0% 28.8% 39.8% 47.6% 44.8% 27.1% 57.0% 39.6% 46.7% 销售额 同比 2024年行业销售总额 133亿 +53.52% 抖音宠物行业销售额 宠物行业调研 麦富迪体量最大（且保持增长），鲜朗和笑宠的增速最快 | | | | | | 品牌 | | | | | | | 排名 | 品牌 | 销售额 | 销售额同比 | 品类平均 成交价 | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- ...

Company Overview - Instinct Natural Balance is a subsidiary of Nature's Variety Inc, focusing on the sales and operations of its brands in Greater China [4] - The brand was previously known as "Raw Instinct" and rebranded to "Natural Balance" to better align with its current positioning and appeal to Chinese pet owners [4] - The company is committed to redefining pet food through raw nutrition, aiming to improve the health and longevity of pets [4] Brand Development - Nature's Variety established its first production line in Lincoln, Nebraska in 2001 [5] - In 2006, "Instinct" was launched as one of the world's first grain-free natural pet foods [5] - In 2012, the brand introduced the "Raw Boost" series, revolutionizing dry pet food feeding habits [5] - By 2021-2022, the company became the only pet food company in North America to receive an SQF Excellent rating [5] Product Philosophy - The brand emphasizes raw, natural, and minimally processed ingredients, believing that raw nutrition is the most natural and beneficial for pets [7][11] - The product line includes raw frozen meat, freeze-dried raw, dry food, and wet food, catering to various pet dietary needs [5] - The brand uses HPP (High-Pressure Processing) technology to maintain the nutritional integrity of its raw ingredients [5] Product Lines - **Instinct Natural Balance**: Focuses on high meat content and grain-free formulas, offering premium raw freeze-dried options like Raw Boost [13] - **Be Natural**: Combines pure meat with whole grains and fruits, targeting pet owners who seek balanced nutrition without completely eliminating grains [14] - **Classic Grain-Free Series**: Features 70% real animal ingredients, 30% vegetables and fruits, and 0% grains, gluten, corn, or potatoes [18] Market Positioning - Instinct Natural Balance positions itself in the high-end market, with products priced above 300 RMB, making it a top-tier brand in the industry [19][23] - The brand's average transaction price is 387.54 RMB, significantly higher than the industry average [23] Sales Performance - In 2024, the brand's top-selling products on Tmall include the Grain-Free Chicken High-Protein Freeze-Dried Cat Food, with sales exceeding 200,000 units [24] - During the Double 11 promotion in 2024, sales increased by 311.31% compared to the previous period [26] - The brand's Tmall store saw steady growth in monthly visitors and sales from November 2023 to November 2024 [29] Social Media and E-commerce - On Douyin, Instinct Natural Balance primarily uses live streaming for sales, with official brand accounts leading in sales volume [40][53] - The brand's Douyin accounts have a combined following of over 2.8 million, with the official flagship store generating 108.4 million RMB in sales in November 2024 [54] - On Xiaohongshu, the brand has 715 notes with an estimated 3.44 million views, focusing on content marketing and user engagement [41] Competitive Landscape - In 2024Q2 to Q3, the pet food industry experienced a price reduction trend, with Instinct Natural Balance maintaining a high average transaction price of 237.46 RMB, significantly higher than competitors like Myfoodie (80.42 RMB) and Orijen (516.09 RMB) [35]

2018年珀莱雅高层提出"三驾马车"战略： 2017年 PROYA DED OCEANEN DOUBL SEFFECT Blogice 懂数据 更懂生意 美妆王者: H菜雅 从大单品到多品牌运维，如何实现跨越式增长？ Cansulting DATA INSIDER 解数 塔 询 珀莱雅：专注科技护肤 | --- | --- | --- | --- | --- | --- | --- | --- | |-----------------------------------|---------------------------------------------------------------------------------------------|-------------------------|----------------------------------------------------------------|-------|-------------------------------------|-------|-------------------| | | | | | | | ...

双十一大促总结 リ 大促周期拉长，市场先机的争夺与挑战并存 来了一定的挑战， 平台需要更加深思 支付方式 01 打破支付场景限制，加速信息和 资金的流动。 • 京东接入菜鸟速递与菜鸟驿站， 共享寄送入口、包裹寄存服务 等 补贴商家，上线多种减负策略，回归生意本质 各平台推出包括减免服务费、松绑仅退款、快速回款、补贴运 投入300亿消费券，促成交；大促免佣、 店插免佣；解绑运费险，提供退货宝服 务，缓解商家退货成本；极速回款 快手 提供200亿流量补贴，20亿用户红包， 以及10亿的商品补贴 +26.6% 14418亿元 直播电商 懂数据 更懂牛意 阿里巴巴集团副总裁、天猫总裁刘博表示： 2024.11.14 解数 懂数据 更懂生意 | --- | --- | --- | |----------------------|-------|-------| | | | | | | | | | 目录 | | | | | | | | | | | | 双十一大促平台格局 1 | | | | | | | | | | | | 双十一美妆大盘 2 | | | | 双十一宠物大盘 3 | | | | | | | | | | | ...

Investment Rating - The report does not explicitly state an investment rating for the industry or the company. Core Insights - Babycare has become a phenomenon in the Tmall maternal and infant industry, achieving significant sales growth and brand recognition [4][10]. - The brand emphasizes a design-driven approach, focusing on the needs of new mothers and the Chinese middle-class maternal and infant market [3][24]. - Babycare has completed two rounds of financing, raising approximately 1 billion RMB, with notable investors including Sequoia China and Hillhouse Capital [13]. - The company is in the process of initiating an A-share IPO, with an estimated valuation of around 3 billion USD [14]. Summary by Sections Company Overview - Babycare was founded in 2014 and has rapidly grown to become a leading brand in the maternal and infant sector, with a focus on innovative product design and consumer needs [14][56]. - The company operates under a C2B2M (Consumer-to-Business-to-Manufacturer) model, allowing direct consumer feedback to guide product development [20][33]. Market Performance - From 2016 to 2019, Babycare's sales on Tmall grew from 130 million RMB to 2.3 billion RMB, showcasing a compound annual growth rate of over 100% [9][14]. - In 2022, Babycare achieved a GMV of 1.4 billion RMB during the Double Eleven shopping festival, maintaining its position as the top seller in the maternal and infant category for four consecutive years [14]. Product Strategy - Babycare's product offerings span over 600 categories, with 90% of products being self-developed, focusing on user-driven design and safety [33]. - The brand has successfully penetrated various product categories, including diapers, baby carriers, and feeding products, with significant market share growth [28]. Brand Development - The brand has transitioned from being perceived as a foreign brand to a recognized domestic brand, reflecting a shift in consumer preferences towards local products [56]. - Babycare's marketing strategy includes collaborations with influential figures and initiatives to promote maternal health and wellness [61]. Future Outlook - The company aims to expand its market presence and enhance brand recognition through innovative product designs and strategic marketing campaigns [14][35].

DATA INSIDER 解 数 诺 询 量数据 更懂生意 明星彩妆品牌 电商数据深度拆解 2024 据 CONT ENTS 01 彩妆行业分析 02 明星品牌拆解 2024 ATA INSIDER 解 数 咨 询 彩妆行业分析 懂数据 更懂生意 2024 BRET ONE 淘天vs抖音 懂数据 更懂生意 彩妆行业：淘天彩妆如今已经被抖音彩妆碾压，淘天仅是抖音的1/2 数据来源：蝉魔方，淘天，美妆护肤-彩妆/香水 抖音，美妆护肤-彩妆/香水 286.4亿 （2023年12月~2024年11月） 传统电商平台 兴趣电商平台 535.6亿 （2023年12月~2024年11月） 淘天-彩妆行业分析 懂数据 更懂生意 淘天彩妆近一年呈现出"颓势" 23年11月可以达到41亿元左右，今年只达到去年一半22.46亿元；除了618和双11这样的S级大促月，其他月份从20亿左右下滑至17亿左右。 41.41亿 21.13亿19.59亿 19.36亿20.98亿 17.56亿 35.15亿 32.62亿 16.01亿 17.65亿 28.89亿 35.02亿 22.46亿 2023年11月 2023年12月 2024年1月 ...

| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | |---------|-------|------------------|-------|-------|-------|-------|-------|------------------------------------------------|-------| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | D A T A | | I N S I D E R | | | | | | 成为王者：消费品的王者之道 C O N S U L T I N G | | | | | 2024 年9月 26 日 | | | | | | | | TI • 由徐晓波于2016年10月在杭州正式创立的乳业品牌，现已发展成集奶牛养 殖、牧草种植、旅游观光、饲料加工和乳制品加工销售于一体的乳业全产 业链公司。 懂数据 更懂生意 徐晓波 认养一头牛创始人 河北康宏牧业有限公司董事长 杭州朝牧电子有限公司董事长 长江商学 ...

Industry Analysis - The makeup industry on Taotian has been surpassed by Douyin, with Taotian's sales being only half of Douyin's (286.4 billion vs 535.6 billion from Dec 2023 to Nov 2024) [5] - Taotian's makeup sales have declined significantly, dropping from 4.1 billion in Nov 2023 to 2.246 billion in Nov 2024, with most months seeing sales between 1.7-2 billion except during major promotions [6][7] - The number of brands on Taotian has shrunk by 25%, and the number of products has been halved [9][10][12] - Douyin's makeup sales have grown from 250-500 million in Jan 2021 to 5-7.5 billion in Oct 2024, though growth has slowed since Aug 2023 with monthly sales stabilizing between 2.5-5 billion [14][15] Brand Performance - Domestic brands have gained strength on Taotian, with 5 out of the top 10 brands being Chinese (Caitang, Maogeping, Carslan, Florasis, Judydoll) [16] - Caitang has consistently ranked in Taotian's top 3 makeup brands, often taking the top spot, while Maogeping has risen from 23rd to top 10 [16][17] - On Douyin, YSL and Florasis have been alternating as top brands, while Maogeping's ranking fluctuates between top 3 and 11th [18][19] - Caitang performs significantly better on Taotian than Douyin, where it ranks in the teens or twenties [18] Maogeping Brand Analysis - Maogeping has grown on both platforms, with sales on Douyin being 3 times those on Taotian (12.4 billion vs 4.1 billion from Dec 2023 to Nov 2024) [24][25] - On Taotian, Maogeping's monthly sales average 20-30 million, peaking at 50+ million during major promotions like 618 and Double 11 [29] - Maogeping's product mix is balanced, with cushion compacts being the top category at 16%, followed by mask packs, foundation, and loose powder at 12-14% [35] - The brand's top products are the Golden Fan Powder, Caviar Cushion, and Water Cream Foundation [36] - On Douyin, Maogeping's sales grew from 1.278 million in Jan 2021 to 1.8 billion in Oct 2024, with brand self-streaming accounting for 53% of sales [45][49][50] Platform Comparison - Douyin has overtaken Taotian in makeup sales, with double the scale, indicating brands are shifting focus from Taotian to Douyin [20] - Taotian's top 10 makeup brands are relatively stable, with domestic brands occupying 5 spots, while Douyin sees more intense competition and brand turnover [20] - Caitang dominates on Taotian, while YSL leads on Douyin, alternating with Florasis [20] - Maogeping has shown consistent improvement on both platforms, rising from 23rd to top 10 on Taotian and from 58th to 6th on Douyin [20][26]

Investment Rating - The report does not explicitly state an investment rating for the sports nutrition industry Core Insights - The global sports nutrition market was valued at $17.6 billion in 2020, with the United States, the United Kingdom, and Australia being the top three markets [8][10] - China's sports nutrition market is one of the fastest-growing globally, with an average annual growth rate of 39% from 2016 to 2021 [13][14] - The report highlights the increasing awareness and acceptance of sports nutrition products among consumers, particularly in China [5][6] Market Analysis - The sports nutrition market is categorized into various product types, including energy supplements, protein supplements, and recovery products [5] - In developed countries, athletes commonly use energy supplements primarily composed of carbohydrates for quick energy [5] - The market in China has seen significant growth, with the overall market size reaching 3.5 billion yuan in 2020, up from 2.6 billion yuan in 2019 [14] Product Categories - The report outlines several product categories within sports nutrition, including: - Energy supplements (e.g., glucose powder, energy gels) [5] - Protein supplements (e.g., protein powders, amino acids) [5] - Recovery products (e.g., branched-chain amino acids) [5] - The report notes that the most widely used sports nutrition products are in bodybuilding and strength training [5] Brand Analysis - Major brands in the sports nutrition market include MuscleTech, Nutrend, and others, with specific products targeting different consumer needs [18][75] - The report emphasizes the importance of brand trust and endorsements from well-known athletes in influencing consumer purchasing decisions [20][61] Digital Trends - The report discusses the impact of digitalization on the sports nutrition market, highlighting the rise of e-commerce and online sales channels [35] - It notes that brands are increasingly leveraging digital marketing strategies to reach younger consumers [35] Sales Performance - The report provides insights into the sales performance of various product segments, indicating that higher-priced products tend to have better margins [46] - It categorizes products into different price ranges, showing a clear distinction in consumer preferences based on pricing [46][63]

Investment Rating - The report does not explicitly state an investment rating for the beauty industry Core Insights - The beauty industry has shown varied performance across different segments, with traditional e-commerce platforms experiencing a decline of 5.8%, while interest e-commerce platforms have surged by 55.68% in the first half of 2024 [3][4][5] - The skincare segment remains strong, with domestic brands like Han Shu and Proya leading in sales, while international brands face challenges [10][24] - The report highlights the importance of live streaming and e-commerce strategies in driving sales for beauty brands [13][19] Summary by Sections 1. Review of the Beauty Industry in H1 2024 - The beauty industry has experienced a mixed performance, with traditional e-commerce platforms declining while interest-based platforms thrive [3][4] - Skincare categories such as facial care sets and emulsions/creams continue to lead in market share, while face masks have seen a decline [7][10] 2. Case Studies of Star Brands - Proya leads the skincare market with a sales figure of 30.91 billion, showing a year-on-year growth of 61.3% [10] - Han Shu tops the skincare segment on Douyin with a remarkable sales figure of 35.75 billion, reflecting a growth of 275.02% [24] - International brands like L'Oreal and Estee Lauder have faced declines in sales, with L'Oreal showing a decrease of 5.5% [10][24] 3. Strategies for H2 2024 - The report suggests that brands should leverage live streaming and social media platforms to enhance visibility and sales [13][19] - Emphasis on product innovation and adapting to consumer preferences is crucial for maintaining market share [10][24]