Core Insights - The beauty brand competition on various platforms has intensified, with brands needing to adapt to changing consumer preferences and marketing strategies to survive in the market [1][21][29] Group 1: Douyin Platform Insights - 215 beauty and skincare brands achieved a GMV of over 100 million yuan on Douyin in the first half of 2025 [1] - The top 10 brands in terms of sales include both domestic and international brands, with notable names like 韩束 (Hanshu), 珀莱雅 (Proya), and 欧莱雅 (L'Oreal) [1][5] - Domestic brands such as 谷雨 (Guyu), 自然堂 (Naturally), and 丸美 (Marubi) have shown steady sales growth due to precise product positioning and marketing strategies [5][15] Group 2: Tmall Platform Insights - The top 20 skincare brands on Tmall accounted for 46.2% of the total category GMV, while the top 20 makeup and perfume brands accounted for 39.53% [10] - The presence of domestic brands in the top 20 has decreased compared to the previous year, with brands like 珀莱雅 (Proya) and 自然堂 (Naturally) losing their positions [10][11] - International brands such as 欧莱雅 (L'Oreal), 兰蔻 (Lancôme), and 雅诗兰黛 (Estée Lauder) have maintained strong positions, with some showing upward trends in rankings [11][14] Group 3: JD Platform Insights - JD's beauty sales exceeded 13.32 billion yuan in the first four months of 2025, with a projected total sales of over 30 billion yuan for the first half of the year [21][27] - International beauty brands dominate the rankings on JD, with no domestic brands appearing in the top five during major promotional events [25][27] - The growth of beauty products on JD has been significant, with some categories seeing sales increases of over 500% during promotional events [27][28] Group 4: Market Trends and Strategies - The competition among beauty brands is characterized by the need for tailored strategies that align with the unique ecosystems and user preferences of each platform [29] - Brands like MEICHIC and 蒂洛薇 (Tilowei) have achieved explosive growth on Douyin through innovative marketing strategies involving influencers and live streaming [29] - The overall beauty market in 2025 is expected to continue evolving, with brands needing to understand platform-specific dynamics to thrive [29]

Core Insights - The article discusses the impact of national subsidies and the 618 shopping festival on consumer behavior, highlighting a significant increase in online shopping activity and marketing efforts from brands and e-commerce platforms [2][11][17]. Industry Insights - National subsidies have been integrated into the 618 shopping festival, leading to a stable growth in consumer spending, with online retail sales of physical goods showing a year-on-year growth rate of 6.3% in May 2025 [11]. - The mobile shopping sector reached an active penetration rate of 86.7% in May 2025, reflecting a 0.9 percentage point increase year-on-year [14]. - The 618 shopping festival saw a notable increase in consumer engagement, particularly among younger demographics, with attention from the 18-30 age group rising by 2.5 percentage points to 29.5% [19]. Promotional Strategies - The promotional period for the 618 festival has been extended, with simplified rules lowering the barriers for consumer participation [23]. - E-commerce platforms have adopted a multi-channel approach to enhance consumer experience, with a significant portion of marketing resources directed towards platforms with high transaction attributes [21][39]. - The festival's marketing strategies have been tailored to attract younger consumers, utilizing short videos and social media to drive traffic to e-commerce platforms [45][50]. Brand Marketing - Brands are focusing on optimizing their marketing channels during the 618 festival, with an emphasis on creative advertising to capture consumer attention [59]. - The beauty and personal care sector is expected to allocate over 50% of its advertising budget to comprehensive e-commerce platforms during the festival [11]. - The food and beverage industry is characterized by high marketing concentration, with a focus on hard advertising as the core strategy [75]. Consumer Behavior - The extended promotional period and various discounts have provided consumers ample time to compare products, leading to a more relaxed shopping experience [31]. - The 618 festival has proven to be an effective tool for attracting new users to e-commerce apps, particularly in lower-tier markets [53][55].

Core Viewpoint - The article highlights the emergence of new brands during the Tmall 618 shopping festival, showcasing their rapid growth and success in various product categories, indicating a shift from being "popular" to "established" brands in the competitive e-commerce landscape [1][3]. Group 1: New Brand Success - A total of 260 new brands achieved significant sales during the first phase of Tmall 618, with an average transaction exceeding 10 million, and 12 brands surpassing 50 million in sales [3]. - Brands like Valoremonton and Song Dynasty have quickly risen to the top of their respective categories, demonstrating effective strategies in product design and marketing [3][4]. - The brand CASETiFY, known for its premium phone cases, and LiberLive, which offers a unique "stringless guitar," also topped their categories, reflecting the diversity of successful new entrants [1][3]. Group 2: Strategic Preparation and Growth - Song Dynasty's sales increased by 200% year-on-year during Tmall 618, attributed to early preparation and participation in promotional activities [4]. - ABCMokoo, a furniture brand, focused on young parents' needs and achieved the top position in children's furniture, emphasizing the importance of brand building over mere sales tactics [4]. - Tmall's platform supports over 300,000 brands, providing a significant user base and brand recognition, which is crucial for new brands aiming to establish themselves in their industries [4]. Group 3: Tmall's Support Initiatives - Tmall has introduced the "Thousand Stars Plan," which offers tailored support for emerging brands, including one-on-one communication and access to advanced data tools [5]. - The "Treasure New Brands" initiative focuses on new consumer groups and innovative supply, providing comprehensive marketing support to brands at different development stages [5]. - Tmall's commitment to nurturing quality and original brands aims to foster substantial growth and establish a robust brand ecosystem [4][5].

Group 1 - The report highlights the seasonal characteristics of gifting scenarios on the Tmall platform, with peaks in May (Mother's Day, 520) and December (Double Festival), while birthday gifting is a year-round activity [1][5][24] - In the beauty category, birthday gifts account for over 35% of search exposure PV, with skincare products like facial essence and body care being the most preferred, while makeup preferences include color sets, blush, and cushion foundations [1][9][24] - The consumer demographic for Valentine's Day gifts shows a strong female preference (over 90%), with a balanced gender ratio for romantic gifts, primarily targeting the 25-34 age group and high-spending consumers [1][13][19] Group 2 - High-end luxury brands dominate the Valentine's Day gifting market, with brands like Lancôme, Helena Rubinstein, and YSL leading, while domestic brands like Cai Tang and Mao Ge Ping are rapidly growing [2][24] - Tmall's "ShowMax Node Gifting Model" effectively captures high-spending consumers through targeted advertising and promotional strategies, resulting in a 35%+ increase in collection and purchase rates for certain international brands [2][29] - Brands are advised to differentiate their strategies for various gifting scenarios, focusing on long-term operations for birthday gifts and seizing key moments for Valentine's Day gifts, while also tapping into male consumer potential [2][24][25] Group 3 - The search volume for birthday gifts remains consistently high throughout the year, influenced by major promotional events, while Valentine's Day gifts peak in February and May [6][24] - The consumer journey for birthday gifts is approximately 40 days, with a conversion period of about 10 days, while Valentine's Day gifts have a significantly shorter cycle of around 28 days and a conversion period of just 3 days [20][24] - The preferred channels for birthday gifts include search fields and live streaming, while Valentine's Day gifts require a combination of search and external advertising to reach potential consumers [22][24]

Core Insights - The report focuses on the annual gifting scenarios for fast-moving consumer goods (FMCG) on the Tmall platform, highlighting key gifting periods and consumer behavior trends [1][12]. Gifting Scenario Analysis - Gifting scenarios exhibit distinct time characteristics, with May and December identified as peak months due to events like Mother's Day and Christmas, leading to high search volumes for related keywords [1][12]. - Birthday gifting remains consistently active throughout the year, accounting for over 35% of search exposure, suggesting a need for year-round marketing strategies [1][17]. - Valentine's Day gifting sees significant search activity, particularly for keywords related to gifts for girlfriends, indicating a shorter decision-making cycle [1][19]. Consumer Demographics and Preferences - The birthday gifting demographic is predominantly female, with 30% of consumers aged 18-24, while the romantic gifting demographic has a balanced gender ratio, with a higher concentration of consumers aged 25-34 [2][24]. - In birthday gifting, skincare products like facial serums and body care are preferred, while for Valentine's Day, facial masks and perfumes dominate the skincare category [3][37]. Consumer Behavior and Media Preferences - The conversion cycle for romantic gifting is approximately 3 days, while birthday gifting takes about 10 days, indicating a need for pre-event marketing efforts [4][34]. - Birthday gifting benefits significantly from search channels and live streaming, while romantic gifting also utilizes external advertising to reach potential consumers [5][35]. Brand Marketing Solutions and Innovations - Tmall has introduced the "ShowMax" gifting model, which effectively captures core consumer groups through targeted keyword searches, resulting in a 12% increase in consumer engagement [6][41]. - Innovative advertising formats for Valentine's Day, such as large-scale ads and interactive formats, have shown a 200% increase in click-through rates compared to standard ads [7][50]. Summary - Tmall's gifting scenarios are centered around birthdays, Valentine's Day, and holiday events, with distinct differences in consumer demographics, product preferences, and media channels. Brands are encouraged to tailor their strategies to these specific gifting occasions to enhance brand influence and sales efficiency [8][37].

Investment Rating - The report does not explicitly provide an investment rating for the skincare industry Core Insights - The skincare market is segmented into facial care and body care, with facial care receiving significantly more consumer attention than body care [3][13] - The report highlights the emergence of targeted skincare products, particularly in the neck and chest areas, as new growth points in the body care segment [50][64] Summary by Sections Facial Care - Facial care sets account for over 20% of the market share, with leading brands including L'Oréal, Herborist, and Proya dominating the Taobao market [5][16] - In 2024, facial essence is projected to grow at a rate of 13.2%, becoming a key driver of market growth, with Proya leading sales [27][30] - The top-selling facial care sets on Taobao and Douyin show a significant presence of both international and domestic brands, with domestic brands gaining market share through innovative marketing strategies [23][25] Body Care - Body lotion and cream dominate the body care market, accounting for over 75% of sales, with international brands like L'Occitane and Vaseline leading [56][55] - The neck care segment is identified as the fastest-growing category within body care, with domestic brands like SDX and KAZOO gaining traction [62][64] - The body care market is experiencing a shift towards precision skincare, with targeted products for specific areas like the neck and chest becoming increasingly popular [65][64] Market Trends - The report indicates a trend towards premiumization in certain product categories, such as facial masks, while other segments are seeing a decline in average pricing due to changing consumer preferences [49][45] - The introduction of new products in 2024 is primarily driven by domestic brands, which dominate the market for facial care sets and masks [45][43] - The body care segment is witnessing a diversification of product functions, with consumers increasingly interested in multifunctional products that address various skincare needs [65][66]