Sou Hu Cai Jing·2025-06-06 02:45Core Insights - The 618 shopping festival has seen significant changes in rules and strategies across e-commerce platforms, leading to a transformation in the beauty brand landscape, with international brands making a strong comeback while domestic brands face challenges [1][22] - The shift from a "price war" era to a focus on brand value and consumer experience marks a new phase for beauty brands, emphasizing the importance of quality and innovation [24] E-commerce Platform Performance - Tmall's 618 pre-sale data shows that international brands dominate the top rankings, with only a few domestic brands making it into the top 20, indicating a 5:15 ratio of domestic to international brands [2] - JD.com reported a nearly 300% year-on-year increase in sales for perfume and makeup sets on May 20, with overall beauty product sales doubling during the festival [5][11] - Douyin's beauty brand rankings have shifted significantly, with high-end international brands achieving explosive growth, while white-label brands have virtually disappeared from the charts [9][22] Changes in Promotional Strategies - The 618 festival duration has been extended to 35-40 days, with platforms simplifying promotional mechanisms to enhance consumer shopping experiences [13][16] - Platforms have moved towards straightforward discount strategies, eliminating complex promotional tactics that previously deterred consumer engagement [16][17] - E-commerce platforms are now focusing on balancing the interests of consumers, platforms, and merchants, moving away from strategies that heavily favored consumers at the expense of merchants [17][18] Brand Dynamics - International beauty brands have regained competitive advantages during the 618 festival, with brands like Helena and SK-II seeing significant sales growth on Douyin [22][23] - The shift in platform strategies towards supporting high-quality brands is beneficial for established international brands and leading domestic brands like Proya, but poses challenges for mid-tier domestic brands [23][24] - E-commerce platforms are investing heavily in brand support, with Tmall and JD.com committing substantial resources to foster brand growth and improve the overall shopping experience [19][21]