Core Insights - The sales momentum from the 618 mid-year shopping festival appears to have been "overdrawn" in May, leading to a decline in sales for June [1] - Major platforms like Douyin and Kuaishou show a significant drop in sales for beauty and skincare brands compared to May, indicating a potential shift in consumer behavior [1][10] Beauty and Skincare Sales - In June, Douyin's beauty and skincare brands had 36 brands estimated to reach sales of 100 million yuan, a decrease of 26.5% from 49 brands in May [1] - Kuaishou's top 500 beauty and skincare brands had an estimated total sales of 1.335 billion yuan, down 19.77% from May [1] - The top beauty and skincare brands on Tmall saw international brands occupying 13 out of the top 20 spots, with Mistine being a new entrant [4][5] - Notably, the domestic brand Pechoin rose 21 places in the rankings, attributed to the popularity of its collagen water mask [6] Brand Rankings - The top beauty and skincare brands on Douyin in June included KANS, PROYA, and L'OREAL, all estimated to exceed 100 million yuan in sales [8] - Kuaishou's top brand, Guyu, had an estimated sales of approximately 71.34 million yuan, indicating a significant gap between the top brands and others [10] - The Tmall beauty and skincare sales rankings showed a decline in international brands, with some dropping out of the top 20 [4][12] Influencer Marketing - The number of influencers achieving over 100 million yuan in sales dropped by 61% compared to May, indicating a decline in influencer effectiveness [19] - New influencers like Li Baobao emerged, achieving over 100 million yuan in sales with less than 200,000 followers, showcasing a shift in the influencer landscape [21] Consumer Behavior - The overall performance during the 618 shopping festival did not meet expectations, suggesting that consumers' enthusiasm for major promotions may be waning [23] - The extended duration of the 618 event may have contributed to consumer fatigue, impacting sales performance across platforms [23]