2024上半年美妆行业数据复盘

Investment Rating - The report does not explicitly state an investment rating for the beauty industry Core Insights - The beauty industry has shown varied performance across different segments, with traditional e-commerce platforms experiencing a decline of 5.8%, while interest e-commerce platforms have surged by 55.68% in the first half of 2024 [3][4][5] - The skincare segment remains strong, with domestic brands like Han Shu and Proya leading in sales, while international brands face challenges [10][24] - The report highlights the importance of live streaming and e-commerce strategies in driving sales for beauty brands [13][19] Summary by Sections 1. Review of the Beauty Industry in H1 2024 - The beauty industry has experienced a mixed performance, with traditional e-commerce platforms declining while interest-based platforms thrive [3][4] - Skincare categories such as facial care sets and emulsions/creams continue to lead in market share, while face masks have seen a decline [7][10] 2. Case Studies of Star Brands - Proya leads the skincare market with a sales figure of 30.91 billion, showing a year-on-year growth of 61.3% [10] - Han Shu tops the skincare segment on Douyin with a remarkable sales figure of 35.75 billion, reflecting a growth of 275.02% [24] - International brands like L'Oreal and Estee Lauder have faced declines in sales, with L'Oreal showing a decrease of 5.5% [10][24] 3. Strategies for H2 2024 - The report suggests that brands should leverage live streaming and social media platforms to enhance visibility and sales [13][19] - Emphasis on product innovation and adapting to consumer preferences is crucial for maintaining market share [10][24]