FBeauty未来迹·2025-06-04 10:17Core Viewpoint - The 618 shopping festival has undergone significant changes this year, with a longer duration and simplified promotional rules, leading to a shift in the beauty brand landscape where international brands are regaining prominence while domestic brands face pressure [2][20]. Group 1: Performance of Beauty Brands - Major beauty brands such as Proya, Lancôme, L'Oréal, and SK-II achieved over 100 million in GMV during the early stages of the 618 festival [3]. - International beauty brands outperformed domestic brands on platforms like Tmall, with a ratio of 5:1 in terms of brand representation in the top 20 rankings [3]. - The beauty category has become a core driver of sales growth across various platforms during the 618 festival [12]. Group 2: Changes in E-commerce Platforms - This year's 618 festival is the longest in history, with platforms like Tmall and JD.com extending the promotional period to around 39-40 days [13][14]. - E-commerce platforms have simplified promotional mechanisms, moving away from complex discount strategies to more straightforward price reductions and coupons [15][16]. - Platforms are focusing on balancing the interests of consumers, brands, and the platform itself, moving away from the previous price war strategy [16][20]. Group 3: Growth Trends and Strategies - JD.com reported significant growth in beauty product sales, with categories like lipsticks and serums seeing over 100% year-on-year growth [6]. - Douyin's beauty brand ecosystem has shifted, with high-end brands experiencing explosive growth while white-label products have disappeared from the rankings [9][20]. - Platforms are investing heavily in supporting quality brands, with Tmall and JD.com committing substantial resources to enhance brand visibility and sales [17][18]. Group 4: Implications for Domestic Brands - The shift towards supporting established brands may pose challenges for mid-tier domestic brands, which now face a more competitive environment [21]. - Domestic brands like Proya are solidifying their market position, while others must adapt to the changing landscape to maintain growth [22]. - The end of the price war signifies a new phase focused on brand value, product innovation, and user experience, presenting both opportunities and challenges for domestic brands [22].