3 6 Ke·2025-09-19 13:54Core Insights - The beauty industry is experiencing a shift from short-term gains to a focus on "slow value," emphasizing stability, efficiency, supply chain advantages, and shopping experience [5][6][25] - JD Beauty has reported significant growth, achieving double-digit growth in the first half of 2025 and maintaining accelerated growth over four consecutive quarters [4][22] - High-end brands like SK-II have established JD Beauty as a primary online sales channel, contributing approximately 60% of their sales in China [6][9] Market Dynamics - Consumers are becoming more rational and discerning, focusing on ingredients, sourcing, and long-term usage experiences rather than marketing narratives [3][5] - The beauty market is characterized by fluctuating trends, with brands recognizing that certainty, rather than mere traffic, is crucial for success [5][12] - The high return rates in live commerce have led brands to seek more stable sales channels, with JD Beauty offering lower return rates compared to competitors [7][9] Brand Strategies - SK-II's early partnership with JD Beauty has allowed it to dominate the online sales channel in China, with a stable return rate of around 9% [6][7] - JD Beauty's focus on quality customer engagement through its JD PLUS membership has resulted in a loyal customer base that is less likely to return products [9][10] - The platform's commitment to genuine products and customer trust has become a significant factor for brands investing in JD Beauty [23][24] Innovation and Growth - JD Beauty's "Tenfold Growth Plan" has seen over 230 brands participate, with many achieving substantial sales increases, including high-end brands like La Mer and Armani [22][25] - The platform is innovating the shopping experience by integrating instant delivery services, allowing customers to receive products within minutes [24] - Collaborative marketing strategies, such as the "Super Star Fan Day," have created emotional connections between brands and consumers, enhancing customer loyalty [24][25] Consumer Behavior - Recent studies indicate that over 50% of consumers prioritize hydration and anti-aging benefits when purchasing skincare products, reflecting a more informed consumer base [23] - The demand for genuine products has heightened, with consumers increasingly concerned about authenticity, especially for high-priced skincare items [23][24] - Brands are adapting to these changes by focusing on product efficacy and customer experience, moving away from reliance on single explosive products [18][20]