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中国内地市场贡献27.4亿美元营收,雅诗兰黛预计2026财年恢复销售增长
Guan Cha Zhe Wang· 2025-08-22 06:40
8月20日,雅诗兰黛集团发布2025财年第四季度及全年财报,数据显示集团整体业绩符合预期,并在中 国大陆市场实现了高端美妆市场份额的提升。 尽管全球美妆市场面临持续不确定性,雅诗兰黛通过"重塑美妆新境"战略的有效执行,在2025下半财年 于中国大陆、日本和美国等关键市场均扩大了市场份额。 集团预计2026财年将恢复有机销售增长,并逐步重建营运盈利能力。 战略调整见效,中国大陆市场逆势增长 2025财年对雅诗兰黛而言是充满挑战的一年。全年有机净销售额下降8%,其中近三分之二的下滑来自 全球旅游零售业务。在这一背景下,中国大陆市场的表现成为财报中的一大亮点。 雅诗兰黛通过精准的市场策略实现了在中国市场的份额提升。2025下半财年,随着扩大消费者覆盖和创 新举措初见成效,集团在中国大陆的高端美妆市场份额获得增长。 这一成绩的背后是公司对消费者投资的增加。第三和第四财季,雅诗兰黛在中国市场实现了零售额高个 位数增长,从而巩固了全财年的市场份额提升。所有品类市场份额均有增加,显示出集团产品组合策略 的有效性。 除中国大陆外其他市场将实现低个位数增长,大多数市场的同比增长率较2025财年将有所改善。 全球旅游零售业务恢复 ...
海蓝之谜们10倍增长?深度解析 618美妆首轮战报
Sou Hu Cai Jing· 2025-06-06 02:45
Core Insights - The 618 shopping festival has seen significant changes in rules and strategies across e-commerce platforms, leading to a transformation in the beauty brand landscape, with international brands making a strong comeback while domestic brands face challenges [1][22] - The shift from a "price war" era to a focus on brand value and consumer experience marks a new phase for beauty brands, emphasizing the importance of quality and innovation [24] E-commerce Platform Performance - Tmall's 618 pre-sale data shows that international brands dominate the top rankings, with only a few domestic brands making it into the top 20, indicating a 5:15 ratio of domestic to international brands [2] - JD.com reported a nearly 300% year-on-year increase in sales for perfume and makeup sets on May 20, with overall beauty product sales doubling during the festival [5][11] - Douyin's beauty brand rankings have shifted significantly, with high-end international brands achieving explosive growth, while white-label brands have virtually disappeared from the charts [9][22] Changes in Promotional Strategies - The 618 festival duration has been extended to 35-40 days, with platforms simplifying promotional mechanisms to enhance consumer shopping experiences [13][16] - Platforms have moved towards straightforward discount strategies, eliminating complex promotional tactics that previously deterred consumer engagement [16][17] - E-commerce platforms are now focusing on balancing the interests of consumers, platforms, and merchants, moving away from strategies that heavily favored consumers at the expense of merchants [17][18] Brand Dynamics - International beauty brands have regained competitive advantages during the 618 festival, with brands like Helena and SK-II seeing significant sales growth on Douyin [22][23] - The shift in platform strategies towards supporting high-quality brands is beneficial for established international brands and leading domestic brands like Proya, but poses challenges for mid-tier domestic brands [23][24] - E-commerce platforms are investing heavily in brand support, with Tmall and JD.com committing substantial resources to foster brand growth and improve the overall shopping experience [19][21]
海蓝之谜们10倍增长?深度解析 618美妆首轮战报
FBeauty未来迹· 2025-06-04 10:17
Core 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].
千合直播电商天猫618首战告捷,大批商家爆单,43个品牌破亿
Sou Hu Cai Jing· 2025-05-31 03:54
Group 1 - Tmall's 618 shopping festival saw over 13,000 brands double their sales in the first hour, with 43 brands including Apple, Midea, and Nike surpassing 100 million yuan in sales, marking a 50% increase in the number of brands in the "billion yuan club" compared to last year [1][4][9] - Beauty brands such as Proya, Lancôme, and L'Oréal achieved over 100 million yuan in sales within the first hour, while 32 products exceeded 10 million yuan in sales within 30 minutes [4][5] - High-end and light luxury sports brands experienced significant growth, with brands like lululemon and Hoka one one seeing sales increases of over 160% and 400% respectively [5][9] Group 2 - Tmall's adjustments to promotional rules, such as eliminating cross-store discounts and lowering coupon usage thresholds, contributed to a better shopping experience, leading to increased brand sales [9][10] - The focus of this year's 618 festival shifted from price wars to high cost-performance competition, emphasizing product quality and service rather than just the lowest prices [10][18] - Tmall's president emphasized the importance of supporting quality brands that can create innovative products and retain customer loyalty [13][20] Group 3 - Major e-commerce platforms, including Tmall and Pinduoduo, are investing heavily in supporting quality merchants, indicating a shift in competition from traffic acquisition to quality enhancement [18][22] - Alibaba plans to invest 2 billion yuan in cash subsidies for brands and merchants during the 618 festival, while Pinduoduo announced a 100 billion yuan support plan over the next three years [20][21] - The simplification of promotional rules is expected to help merchants better plan their sales activities and focus on providing quality products [20][22]
天猫618开卖30分钟,珀莱雅、兰蔻、欧莱雅、修丽可、雅诗兰黛成交破亿
news flash· 2025-05-16 13:06
Core Insights - Tmall's 618 shopping festival has seen a strong start in the beauty sector, with several brands achieving significant sales milestones within minutes of the sale beginning [1] Sales Performance - Within the first 10 minutes, Proya achieved over 100 million yuan in sales - By 20 minutes, Lancôme also surpassed 100 million yuan - Other brands like L'Oréal and Shiseido followed suit, reaching the 100 million yuan mark by 30 minutes, with Estee Lauder and CPB hitting the same target by 45 minutes [1] Product Highlights - In the first 30 minutes, 32 products, including the Collagen Stick 2.0, SK-II Facial Treatment Essence, Shiseido AGE Cream, La Mer Essence Water, and Proya Double Anti-oxidation Essence, each exceeded 10 million yuan in sales [1] Discounts and Promotions - This year's Tmall 618 features an 85% discount, with additional large consumer coupons and category coupons, offering greater discounts and lower thresholds compared to previous years - For example, the beauty surprise coupon has been adjusted from a minimum spend of 1000 yuan last year to 900 yuan this year, with the highest discount reaching 700 yuan when combined with other offers [1] Consumer Behavior - The combination of multiple discounts has led to a concentrated surge in consumer spending in the beauty category [1]