China Consumer Connection_ Online Brand Tracker_ Nov pullback post Oct surge on earlier Double 11; Oct+Nov Durables led yet Beauty lag

Industry and Company Overview * Industry: China Consumer Goods, focusing on online retail and consumer behavior. * Company: Not specified, but the report covers various consumer goods categories and brands across different platforms like Tmall, Taobao, JD, and Douyin. Key Highlights 1. Category Performance: * Durables (RVC and White Goods): Outperformed with 53%/19% yoy growth, benefiting from trade-in programs. * Dairy/Beer/Small Kitchen Appliances: Grew at 14%/12%/9% yoy. * Cosmetics: Ranked bottom with -17% yoy decline, though Douyin channel growth offset some negative impact. * Sportswear and Sports Shoes: Grew at 2%/-9% yoy. * Pet Food: Grew slightly, with Douyin channel contributing to 49% yoy growth. 2. Domestic vs. MNC Brands: * Cosmetics: Selective local brands like Giant, Mao Ge Ping, Kans, and Proya gained market share, while Botanee and Bloomage lagged. * Sportswear: Both MNCs and local brands showed accelerating online growth. 3. Brand Performance: * Outperforming Brands: Comfy, Maogepinng, Midea, Roborock, Gambol, Xtep, Lululemon, Hayday, Pop Mart. * Underperforming Brands: Nutrilon, Sulwhasoo, QuadHA, Gree, Byhealth, Carlsberg. 4. Online vs. Offline: * Brands have been executing omni-channel strategies, suggesting that online sales data may not fully reflect actual growth. 5. Trending Brands: * The report highlights various trending brands across different categories, including infant formula, cosmetics, food and beverages, pet care, and more. Additional Important Points * Online Penetration: Online sales have been increasing over the past few years and could account for up to 30%-35% of overall sales in certain categories. * Data Source: The report uses data from Moojing, a source that tracks data through web crawler technology on Alibaba/JD platforms. * Methodology: The report analyzes online sales data, market share trends, and brand performance across various consumer goods categories and platforms. Conclusion The report provides valuable insights into the performance of various consumer goods categories and brands in China, highlighting trends and key players in the online retail space. It also emphasizes the importance of omni-channel strategies and the increasing role of online sales in the consumer goods industry.