美妆行业大促节奏和价格战全面升级：如何在存量生意中，寻求细分市场的突破口

Investment Rating - The report provides a positive investment rating for the beauty industry, highlighting growth potential in various segments [2][25][27]. Core Insights - The beauty market is experiencing a significant shift with intensified promotional activities and price wars, particularly in the cosmetics sector [1][25]. - The overall market is stable, with continuous growth in content-driven sales, indicating a robust online retail environment [2][4]. - The skincare segment, especially serums, is leading in sales growth, while color cosmetics, particularly lip products, are also showing strong performance [31][53]. Summary by Sections Consumer Trends - The report discusses the current economic landscape and its impact on consumer behavior, emphasizing the importance of online channels and social media in driving engagement [6][11][17]. - The beauty market is seeing a rise in domestic brands, which are gaining traction against international competitors, particularly during promotional events like 618 [25][28]. Market Performance - Data indicates that the beauty category's sales during the 618 shopping festival showed a notable increase, with domestic brands outperforming international ones in certain segments [25][27]. - The report highlights that the skincare category, particularly serums, is experiencing a price lift and increased sales volume, while color cosmetics are also performing well [31][34]. Promotional Strategies - The report outlines effective promotional strategies, including deep discounts and product bundling, which have led to significant sales increases during major shopping events [42][44]. - The analysis of consumer feedback indicates that promotional depth and product efficacy are critical factors influencing purchasing decisions [46][48]. Brand Dynamics - The report identifies a trend where high-end brands are increasingly favored in the serum market, while color cosmetics are more reliant on content-driven sales strategies [53][60]. - The competitive landscape is shifting, with domestic brands leveraging content platforms to enhance visibility and sales, particularly in the color cosmetics segment [25][29][60].