本报讯 （记者梁傲男）9月19日，京东美妆携手时尚行业知名杂志《嘉人》，在天津泰达航母主题公园 举办首届京东美妆"至美奖"颁奖盛典，超百家国内外知名美妆品牌齐聚一堂。京东美妆现场分享了今年 的发展情况，系统介绍在品类共建、新品孵化、礼遇场景、明星合作等方面的创新实践，并为表现卓越 的产品与品牌颁发奖项。 京 东供图 今年上半年，京东美妆整体业绩增长不断加速。在核心电商平台中，京东美妆进口高端品牌生意占比领 先行业，已成为兰蔻、海蓝之谜、赫莲娜、雅诗兰黛、YSL、阿玛尼美妆、SK-Ⅱ、迪奥美妆、纪梵希 等众多国际大牌的线上最大销售渠道。 "至美奖"是京东美妆首次设立的综合类行业奖项。该奖项基于产品销量、用户口碑、技术实力等维度综 合评选，包括"年度至美面霜奖""年度至美精华奖""年度抗衰专家""年度至美黑马单品"等32个重要奖 项，覆盖彩妆、护肤、香氛、工具等行业全品类，致力于为消费者甄选优质的美妆产品，也为行业提供 布局参考。未来，京东美妆"至美奖"将作为常设奖项，通过每年一度的专业评选，助力美妆行业健康发 展。 凭借在功效、技术创新和用户运营等方面的优异表现，兰蔻、赫莲娜、海蓝之谜、雅诗兰黛、珀莱雅、 敷尔 ...

Core Viewpoint - The beauty industry is experiencing a shift where consumers are becoming more rational and focused on product efficacy rather than marketing hype, leading to a demand for stability and quality in purchasing decisions [1][5][6]. Group 1: Market Trends - The beauty market is characterized by fluctuating trends, with brands struggling to maintain consistent consumer interest amid a backdrop of price wars and fleeting product popularity [1][5]. - JD Beauty has reported a "counter-cyclical" performance, achieving double-digit growth in the first half of 2025 and accelerating growth over four consecutive quarters [2][3]. Group 2: Brand Performance - High-end brands like SK-II have established a strong presence on JD Beauty, becoming the leading online channel for the brand in China, contributing approximately 60% of its sales [11][20]. - The low return rate of SK-II products on JD Beauty, averaging around 9%, indicates a higher quality of users and a more stable sales environment compared to other platforms [13][16]. Group 3: Consumer Behavior - Consumers are increasingly prioritizing product ingredients and long-term usage experiences over impulsive purchases driven by marketing [1][5][6]. - The demand for genuine products has intensified, with over 50% of consumers focusing on hydration and anti-aging benefits when purchasing skincare products [37]. Group 4: Strategic Initiatives - JD Beauty is leveraging its supply chain capabilities to enhance customer experience, such as offering same-day delivery and ensuring product authenticity through a dual-store model [37][38]. - The "Tenfold Growth Plan" initiated by JD Beauty has seen over 230 brands participating, with many achieving significant sales increases, indicating a successful collaborative approach to brand growth [33]. Group 5: Innovation and Engagement - JD Beauty is innovating in customer engagement through initiatives like "Super Star Fan Day," which fosters a collaborative environment between brands and consumers, enhancing emotional connections [40][41]. - The platform's focus on service and user experience is becoming a key differentiator in the competitive beauty market, aiming to redefine the shopping experience for consumers [38][41].

Core Insights - JD Beauty held its first "Beauty Awards" ceremony in Tianjin, showcasing over 100 renowned beauty brands and highlighting its growth since 2025, with double-digit growth in the first half of 2025 and accelerated growth over four consecutive quarters [1][2] - The "Beauty Awards" aims to recognize outstanding products and brands based on sales, user feedback, and technical strength, covering 32 categories including skincare and makeup, and will be an annual event to support the healthy development of the beauty industry [1][3] Group 1: Industry Trends - The beauty industry faces both opportunities and challenges, with strong consumer demand for skincare and a focus on product efficacy, as over 90% of users prioritize genuine products and 54.9% seek advanced effects like whitening and anti-aging [3][4] - New brands are rapidly entering the market, intensifying competition, necessitating brands to capture beauty trends accurately and innovate continuously to build differentiated competitive advantages [3][4] Group 2: JD Beauty's Strategies - JD Beauty implements a "Category Penetration" strategy to identify potential market segments and support key categories like anti-aging and sun protection throughout the year, collaborating with brand partners to create popular beauty products [3][4] - The "Tenfold Growth Plan" launched in 2024 has attracted over 230 brands, with 146 achieving over tenfold growth, and average growth exceeding 14 times, demonstrating the plan's effectiveness across various brand types [4][5] Group 3: Marketing Innovations - JD Beauty is innovating its marketing approach by integrating internal and external resources, focusing on gift scenarios and celebrity collaborations to provide brands with more certain growth paths [5][6] - The introduction of the "Physical Sampling" initiative in 2025 has increased sampling scale by over 16 times, significantly enhancing user repurchase rates through professional product reviews [6][7]