Core Insights - The beauty industry is experiencing significant shifts, with a competitive landscape characterized by the rise of domestic brands and the stability of international brands [1][2][4] - The top beauty brands on Douyin are dominated by domestic players, with 韩束, 珀莱雅, and 欧莱雅 leading the rankings [2][9] - New entrants like 百雀羚 and 丸美 have made their way into the top 20, indicating a resurgence of domestic brands [9][11] Brand Performance - 韩束 has maintained its position as the top brand, followed by 珀莱雅 and 欧莱雅, while international brands like YSL and 兰蔻 have shown mixed results [2][9] - The emergence of brands like MEICHIC美诗 and 蒂洛薇 highlights the competitive nature of the market, with 蒂洛薇 recently achieving the top spot in the color cosmetics category [9][27] - The performance of brands such as 花西子 and 极萌 has declined, indicating a shift in consumer preferences [7][9] Influencer Ecosystem - The influencer landscape is shifting towards entertainment-oriented and comprehensive content creators, with traditional beauty influencers losing ground [1][44] - Influencers like 韦雪 have gained prominence, showcasing the changing dynamics in the beauty influencer market [44][48] - Brands are increasingly relying on a mix of influencer marketing and self-operated accounts to drive sales [41][42] Market Trends - The beauty market is seeing a trend towards self-operated models and direct-to-consumer strategies, with brands like 林清轩 and 百雀羚 successfully leveraging these approaches [14][20] - The reliance on heavy investment in advertising and low pricing strategies by brands like ELL and 三资堂 raises questions about long-term sustainability [37][39] - The competitive landscape is expected to evolve as brands focus on product development and brand strength to navigate market fluctuations [49]

Core Insights - The beauty industry is witnessing a shift towards domestic brands, with significant growth in local products and a decline in international brand performance [3][5]. Industry Environment - The rise of Birkenstock shoes highlights a trend towards comfort and versatility, appealing to the middle class and gaining popularity on social media. The brand's market value exceeds 100 billion, with plans to launch foot care products in 2024 [2]. - Douyin's April beauty data shows a key trend where a domestic brand achieved over 100 million in GMV from two live streams, while international brands fell off the list. Domestic brands like Han Shu and Proya performed well, with Proya's sales increasing by 63.46% [3]. Head Brand Dynamics - Highzi's participation in CBE emphasizes a long-term strategy focused on product development and consumer needs. The brand aims to enhance its core categories like sun protection and whitening, advocating for a "long-termism" approach in the beauty industry [5]. - Thai high-end fragrance brand HARNN entered the Chinese market last year, targeting a body care market projected to reach 16.7 billion by 2026. The brand plans to open 2,000 sales points and 50 counters in three years [6]. - Newpage, a baby skincare brand, upgraded its strategy to cover all age groups, launching a product matrix for ages 0-18, addressing market gaps and promoting scientific parenting solutions [7]. - Pizhuan cosmetics is focusing on quality improvement, launching new products at CBE and emphasizing cultural and technological aspects to penetrate niche markets [8][9]. - Aiyuan Group is leading the Chinese cosmetics industry through technological innovation, showcasing significant advancements in skincare solutions and accumulating 216 patents [10]. Product Highlights - The domestic makeup brand RedChamber's multi-use cream gained popularity due to its affordability and multifunctionality, although it faces criticism regarding its effectiveness and practicality [11]. - The emerging beauty brand Tongpin, co-created with Jinbo Biotechnology, performed well during the 618 shopping festival, leveraging unique patented ingredients and targeted marketing strategies [12].