国泰海通｜美妆：大盘平稳，国货领先、高端改善——2025年双十一点评

Core Insights - The article emphasizes the robust double-digit growth during the Double Eleven shopping festival, highlighting the impressive performance of instant retail and the trend towards integrated service across platforms [1][2]. Group 1: Overall Market Performance - The total GMV for the Double Eleven event in 2025 is projected to reach 1,695 billion, reflecting a 14% growth compared to 2024 [1]. - Major platforms like Tmall and JD.com reported significant growth, with Tmall achieving its best growth in four years, driven by the 88VIP program and new business models [1]. - Instant retail showed remarkable growth, with GMV reaching 670 billion, marking a 138% increase year-on-year [1]. Group 2: Beauty Sector Insights - The beauty category across multiple platforms is expected to grow between 5-15% during the Double Eleven event, with Tmall's top 10 beauty brands remaining stable [2]. - Domestic brands like Proya and Winona are performing well, with Proya maintaining the top position in Tmall's beauty category [2]. - The high-end international brands are also seeing a recovery, with Estee Lauder and SK-II improving their rankings [2]. Group 3: Brand Performance Highlights - Brands such as RuYuchen and Shangmei have shown outstanding performance during the Double Eleven, with RuYuchen's Zhenjia achieving an 80% year-on-year increase in GMV [3]. - The brand management and e-commerce operations of Kangwang and Aveeno also reported significant growth, with GMV increasing by 50% and 242% respectively [3]. - The overall sales for brands like Anmin and Jiyuan have seen substantial increases, with Anmin's total sales up by 208% [3].