2025年早已过半，美妆品牌的平台生存之战交出期中答卷。 都说铁打的抖音，流水的白牌。今年上半年上榜TOP20的白牌又与去年有所不同。 当流量日益昂贵，品牌在各大平台的投入与产出比正经历残酷检验。过去六个月，哪些美妆品牌依然笑傲江 湖？哪些黑马新锐凭靠差异化打法实现弯道超车？哪些品牌又未能守住擂台，告别消费者视野？一起来看。 抖音：215个美妆护肤品牌GMV破亿 聚焦蝉妈妈抖音美妆护肤品牌榜单，期内，215个品牌GMV破亿。 TOP10榜单国货与外资平分秋色 其中，销售额TOP10的品牌分别是：韩束、珀莱雅、欧莱雅、雅诗兰黛、谷雨、兰蔻、赫莲娜、自然堂、海蓝 之谜及丸美。 | 8 | 谷雨 | 自然堂↑ | | --- | --- | --- | | 9 | 海蓝之谜 | 海蓝之谜 | | -10 | 自然堂 | 丸美↑ | | 11 .. | 欧诗漫 | 可复美↑ | | 12 | 后 | 毛戈平↑ | | 13 | 花西子 | 后↓ | | 14 | 蜜丝婷 | 百雀羚↑ | | 15 | 可复美 | eLL ↑ | | 16 | 温博士 | MEICHIC ↑ | | 17 | DCEXPORT | 蜜 ...

可能你不太相信，但今年6 1 8真的涨了！ 据星图数据，2 0 2 5年6 1 8大促（2 0 2 5年5月1 3日- 6月1 8日）全网销售数据显示，综合电商销售 总额同比增长了1 5 . 2%达8 5 5 6亿元。 有业内人士指出，星图数据显示今年6 1 8美妆及全网大盘之所以增长，是其同比周期（2 0 2 5年 5月1 3日- 6月1 8日 VS 2 0 2 4年5月2 0日- 2 0 2 4年6月1 8日）比去年多了将近一周时间。 今年6 1 8大促周期的确再度拉长，5月1 3日成为了京东、天猫、抖音等多个电商平台预售开启 节点，各平台6 1 8大促全周期基本都在3 5 - 4 0天的区间内，堪称"史上最长6 1 8 "。 | 2025年618大促各电商平台时间 | | | | --- | --- | --- | | 平台 | 开始-结束时间 | 时长 | | 淘宝天猫 | 5月13日-6月20日 | 39天 | | 抖音 | 5月13日-6月18日 | 37天 | | 京东 | 5月13日-6月20日 | 39天 (心动购物季+618全周期) | | 快手 | 5月13日-6月18日 | 37天 | ...

Core Viewpoint - The company, Liren Lizhuang, reported strong growth in its self-owned brands and strategic partnerships, indicating a robust performance in the first quarter of 2025, with a significant increase in revenue driven by innovative product offerings and effective brand management strategies [1][2][3][4] Group 1: Financial Performance - In Q1 2025, Liren Lizhuang achieved a revenue of 361 million yuan, with self-owned brands and agency business showing strong performance, particularly the self-owned brand Yuruqi, which saw over 110% year-on-year revenue growth [1] - The agency business began its strategic layout in the second half of 2024, forming partnerships with brands such as Ongredients and GEOMAR to expand the company's brand management matrix [1] Group 2: Brand Development and Product Innovation - The company is focusing on enhancing its self-owned brand management by launching new products and optimizing multi-channel operations, which has led to significant sales growth [2] - Yuruqi launched a new product, Saffron Contour Oil, specifically designed for Eastern skin types, achieving top sales on Tmall for high-end essence oils [2] - Another self-owned brand, Meiyitang, introduced products that combine natural elements with modern skincare technology, with its flagship product, Qianjin Aurora Drink, winning the TBI Annual Best Health Product Award [2] Group 3: Operational Efficiency and Market Strategy - Liren Lizhuang is enhancing its brand management capabilities to support partner brands in achieving growth and increasing brand influence in the Chinese market [3] - The company has demonstrated effective operational strategies, helping Ongredients achieve rapid growth in the Chinese market within six months, ranking top in multiple e-commerce platforms [3] - The company is transitioning towards value-driven operations, focusing on enhancing brand strength and facilitating long-term value growth for its partners [3] Group 4: Future Outlook - As a leading player in the beauty e-commerce sector, Liren Lizhuang aims to leverage its experience in marketing, product strategy, and channel management to capture policy dividends and drive value growth for partner brands [4] - The company is committed to innovation and comprehensive operations to enhance its core competitiveness and contribute to the high-quality development of the Chinese beauty industry [4]