传媒行业动态研究报告：平台备战双十一，各美护品牌积极参与

Investment Rating - The industry investment rating is "Recommended" for the media sector, indicating an expected performance greater than 10% compared to the benchmark index [8]. Core Insights - The beauty market is expected to perform strongly during the 2024 Double Eleven shopping festival, with an online GMV of 126.7 billion yuan, reflecting a year-on-year growth of 17.42%. Tmall's GMV accounted for 50.1% of the market, with a 29.3% increase, while Douyin and JD.com followed with 26.7% and 11.7% market shares, respectively [4][5]. - Major e-commerce platforms are actively preparing for the 2025 Double Eleven, implementing various promotional strategies, including Tmall's "pre-sale + stock" and Douyin's significant marketing subsidies [4][6]. - Some beauty brands have already initiated promotional activities for Double Eleven, with notable discounts and subsidies to attract consumers [5][6]. Summary by Sections Industry Performance - The media sector has shown strong relative performance over the past year, with a 59.1% increase compared to the Shanghai and Shenzhen 300 index's 22.9% [1][2]. E-commerce Strategies - Tmall, Taobao, Douyin, and other platforms are launching innovative promotional strategies, including cash subsidies and interactive games, to enhance consumer engagement and drive sales [4][6]. Brand Promotions - Brands like Vino and Natural Hall are leading the charge with significant discounts and cash subsidies, indicating a competitive landscape as Double Eleven approaches [5][6]. Company Focus and Earnings Forecast - Specific companies such as 毛戈平 and 哔哩哔哩 are rated as "Buy," with projected earnings per share (EPS) growth and favorable price-to-earnings (PE) ratios for the coming years [8].