解数第263期-毛戈平敲钟！复盘2024彩妆赛道这一年！（毛戈平、YSL、彩棠）明星彩妆品牌电商数据深度拆解

Industry Analysis - The makeup industry on Taotian has been surpassed by Douyin, with Taotian's sales being only half of Douyin's (286.4 billion vs 535.6 billion from Dec 2023 to Nov 2024) [5] - Taotian's makeup sales have declined significantly, dropping from 4.1 billion in Nov 2023 to 2.246 billion in Nov 2024, with most months seeing sales between 1.7-2 billion except during major promotions [6][7] - The number of brands on Taotian has shrunk by 25%, and the number of products has been halved [9][10][12] - Douyin's makeup sales have grown from 250-500 million in Jan 2021 to 5-7.5 billion in Oct 2024, though growth has slowed since Aug 2023 with monthly sales stabilizing between 2.5-5 billion [14][15] Brand Performance - Domestic brands have gained strength on Taotian, with 5 out of the top 10 brands being Chinese (Caitang, Maogeping, Carslan, Florasis, Judydoll) [16] - Caitang has consistently ranked in Taotian's top 3 makeup brands, often taking the top spot, while Maogeping has risen from 23rd to top 10 [16][17] - On Douyin, YSL and Florasis have been alternating as top brands, while Maogeping's ranking fluctuates between top 3 and 11th [18][19] - Caitang performs significantly better on Taotian than Douyin, where it ranks in the teens or twenties [18] Maogeping Brand Analysis - Maogeping has grown on both platforms, with sales on Douyin being 3 times those on Taotian (12.4 billion vs 4.1 billion from Dec 2023 to Nov 2024) [24][25] - On Taotian, Maogeping's monthly sales average 20-30 million, peaking at 50+ million during major promotions like 618 and Double 11 [29] - Maogeping's product mix is balanced, with cushion compacts being the top category at 16%, followed by mask packs, foundation, and loose powder at 12-14% [35] - The brand's top products are the Golden Fan Powder, Caviar Cushion, and Water Cream Foundation [36] - On Douyin, Maogeping's sales grew from 1.278 million in Jan 2021 to 1.8 billion in Oct 2024, with brand self-streaming accounting for 53% of sales [45][49][50] Platform Comparison - Douyin has overtaken Taotian in makeup sales, with double the scale, indicating brands are shifting focus from Taotian to Douyin [20] - Taotian's top 10 makeup brands are relatively stable, with domestic brands occupying 5 spots, while Douyin sees more intense competition and brand turnover [20] - Caitang dominates on Taotian, while YSL leads on Douyin, alternating with Florasis [20] - Maogeping has shown consistent improvement on both platforms, rising from 23rd to top 10 on Taotian and from 58th to 6th on Douyin [20][26]