2024年抖音电商6月品类增长月报

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The apparel and underwear industry leads in sales performance, while the book education and raw materials packaging industries show rapid growth, indicating significant market potential [4] - The report highlights the importance of seasonal sales strategies and the impact of fashion trends on consumer purchasing behavior [5][6] Summary by Sections Apparel and Underwear - The apparel and underwear sector shows strong sales, with notable growth in men's down vests and women's fur products, driven by high quality and fashion trends [5][6] - Key brands include Teenie Weenie Men with a market share of 54.05% and significant sales growth in women's fur products [5] Beauty and Skincare - The beauty and skincare sector is experiencing growth driven by the "sample economy," where trial products influence purchasing decisions [7] - Top-performing categories include makeup and skincare tools, with brands like 彩棠 and 极萌 leading in sales [7] Food and Beverage - The food and beverage industry is characterized by a focus on quality and youth-oriented products, with significant growth in tea and alcoholic beverages [8] - Notable brands include 会稽山 and 茅台, showing strong sales performance [8] Daily Necessities - The daily necessities sector is seeing growth in personal care and home products, with a focus on practicality and user experience [9][10] - Key products include travel care items and smart home devices, reflecting consumer demand for convenience [10] Kitchen and Home Appliances - The kitchen and home appliance industry emphasizes smart and multifunctional products, with significant sales growth in clothing care machines and ice cream makers [11][12] - Brands like 博至美 and 美的 are leading in this category [11] Jewelry and Accessories - The jewelry sector is shifting towards personalized and custom products, driven by consumer desire for unique expressions of style [14][15] - The market is seeing growth in jade and gemstone jewelry, with brands focusing on emotional connections [14] Sports and Outdoor - The sports and outdoor category is witnessing a return to rational consumption, with practical and basic items gaining popularity [17][18] - Key products include event memorabilia and functional outdoor bags [18] Footwear and Bags - The footwear and bags sector is focusing on product functionality and user experience, with significant growth in children's footwear and functional bags [20][21] - Brands like 鸭鸭 and SGG are leading in sales performance [21]