美妆品类618淘系和抖音双平台调研反馈

Investment Rating - The report indicates a positive outlook for the cosmetics industry, with overall GMV growth slightly exceeding expectations and achieving double-digit growth across platforms [1][7]. Core Insights - The Douyin platform experienced a nearly 30% year-on-year GMV growth from May 13 to early June, with categories like cosmetics outperforming the platform's average growth rate [1][8]. - International high-priced cosmetics brands showed strong performance, with brands like La Mer and SK-II achieving high double-digit or even doubled growth on Douyin [2][8]. - Emerging domestic second-tier cosmetics brands also performed well, with brands like Mao Ge Ping and MARUBI experiencing high double-digit growth due to increased operational efforts on Douyin [3][9]. Summary by Sections Overall Performance - Both Taobao/Tmall and Douyin platforms saw overall GMV growth exceeding expectations, with cosmetics, outdoor products, and 3C categories performing particularly well [1][7]. International Brands - High-priced international brands on Douyin and Tmall showed exceptional growth, with brands priced over 1,075 yuan achieving growth rates of 25-30% [2][8]. Domestic Brands - Domestic second-tier brands like Mao Ge Ping and MARUBI have seen significant growth, attributed to enhanced marketing strategies and platform support [3][9]. - Mid-range domestic brands experienced flat performance, with growth rates in single to low double digits, as consumer focus shifted towards value-for-money [10]. Discount Strategies - Discount levels on both platforms remained stable, with Douyin offering more attractive discounts for high-priced brands, while Taobao/Tmall saw aggressive promotional efforts from domestic brands [11].