2024年6-7月美妆行业市场观察

Investment Rating - The report does not explicitly provide an investment rating for the beauty and skincare industry Core Insights - The beauty and skincare industry has shown stable volume rankings on platforms like Xiaohongshu and Douyin during June and July 2024, with facial care consistently ranking as the top category on both platforms [5][12] - The industry has experienced a significant change during the 618 shopping festival, marking the first negative growth in sales, with total sales dropping to 742.8 billion yuan, a 7% decrease year-on-year [34] - The retail sales of cosmetics for the first half of 2024 reached 216.8 billion yuan, reflecting a 1% year-on-year growth despite a 14.6% decline in June [36] Summary by Sections Volume Overview - In June and July 2024, the skincare and makeup categories maintained stable volume rankings on Xiaohongshu and Douyin, with makeup categories like nail art and base makeup showing high popularity [5][12] - The repeat ranking rates for skincare brands on Xiaohongshu and Douyin were 60% and 50% respectively, while for makeup brands, the rates were 50% and 60% [12][19] Brand Strategy - The advertising strategies for skincare and makeup brands varied significantly, with Xiaohongshu focusing on international and mature brands, while Douyin featured a more diverse range of brands including international, domestic, and emerging brands [26] - The first half of 2024 saw 66 significant personnel changes in the beauty industry, indicating a major shift in management and strategy among key players [39] Sponsorship and Endorsements - In July 2024, the beauty and skincare industry saw a diversification in spokesperson types, with brands collaborating with popular celebrities and influencers to better connect with target audiences [29] - Various brands engaged in sponsorships across popular TV shows and variety programs, enhancing brand visibility and engagement [31] Market Dynamics - The beauty industry is witnessing a trend of international brands reducing their presence in China, with over 20 brands announcing store closures in the first half of 2024 [39] - LVMH's beauty segment reported sales of 32.6 billion yuan in the first half of 2024, reflecting the ongoing competitive landscape [40] Emerging Trends - The report highlights the rise of new domestic brands and their marketing strategies, particularly during promotional events like 618, where new brands gained traction through aggressive marketing [19] - The collaboration between brands and cultural institutions, such as the partnership between Han Shu and the Suzhou Silk Museum, showcases a trend of integrating traditional culture into modern branding [50]