上半年，抖音美妆带货TOP1变了

Core Insights - The Douyin beauty e-commerce landscape has seen significant changes in the first half of 2025, with a reshuffling of the top influencers in the beauty category [1][3] - The overall performance of the top 20 influencers in June 2025 was slightly lower compared to May and the same period last year, indicating a shift in the market dynamics [3][4] Group 1: Influencer Performance - In June 2025, four influencers achieved a GMV (Gross Merchandise Value) exceeding 100 million yuan, a decrease from five in June 2024 and six in May 2025 [3][4] - The top influencer in June 2025 was Jia Nailiang, who returned to the top position after more than a year, achieving a GMV of 250 million to 500 million yuan per session [5][6] - The "couple influencer" model remains popular, with the Guangdong couple leading the rankings for the first half of 2025, achieving a GMV of approximately 1.754 billion yuan [7][10] Group 2: Market Trends - Douyin's platform is accelerating its "store broadcasting" transformation, encouraging brands to build their own broadcasting capabilities, which reduces reliance on influencers [3][4] - The 618 shopping festival in 2025 had a longer duration, which may have provided an advantage in terms of traffic and resource allocation [3][4] - The emergence of new influencers, such as "Li Baobao," who achieved over 100 million yuan in GMV in June 2025, indicates a competitive environment with potential for new entrants [6][12] Group 3: Influencer Dynamics - The top 20 beauty influencers have shown a trend of stability among leading figures, with consistent performers like the Guangdong couple, Jia Nailiang, and Liu Yuanyuan [4][8] - Brand founders continue to play a significant role in the content ecosystem, although their presence is becoming more fluid, reflecting increased competition [12][13] - Some influencers have faced challenges, leading to their disappearance from the rankings, highlighting the impact of regulatory scrutiny and market dynamics [14][15] Group 4: Category-Specific Insights - The beauty and skincare category has seen a high turnover in rankings, with many influencers only appearing in the top 20 for a limited time [15][16] - The makeup category has also experienced significant changes, with new influencers like Zhu Ziqiao emerging at the top of the rankings in 2025 [19][20] - The overall Douyin beauty influencer ecosystem is undergoing a transformation, requiring both established and new influencers to adapt their content and professional skills to remain competitive [21]