互联网 - Q3电商调研-化妆品

Summary of Key Points from the Conference Call Industry Overview - The conference call focuses on the e-commerce industry, particularly the cosmetics sector, leading up to the 2025 Double Eleven shopping festival and the 618 shopping event. [1][2] Core Insights and Arguments - Sales Performance and Challenges: The overall sales performance for the 2025 Double Eleven pre-sale is disappointing, with major platforms like Taotian and Douyin experiencing limited growth. The decline in the influence of top influencers like Li Jiaqi is a contributing factor. [2][6] - Promotional Strategies: Taotian has adjusted its promotional strategy by extending the activity cycle to avoid consumer fatigue from frequent promotions. However, early data suggests that significant growth during Double Eleven may not be achievable, with brand goals set to merely maintain sales levels. [1][3][4] - ROI Variability: The return on investment (ROI) for brands varies significantly based on their subsidy strategies and average transaction values. Some brands have seen improvements in ROI due to personalized coupon strategies, while others have not. [8][9] - Douyin's Performance: Douyin has implemented substantial subsidies for high-ticket items, achieving a slight ROI increase of approximately 0.2. However, overall growth remains limited despite these efforts. [7][10] - Advertising Tools: Taotian has shifted its advertising strategy by discontinuing the Wanxiangtai tool and focusing on direct traffic and audience matching tools. This integration aims to simplify the advertising process but has not yet shown significant changes in performance. [12][13] Additional Important Insights - Consumer Behavior Trends: There is a noticeable shift in consumer preferences towards more authentic and detailed content, favoring KOC (Key Opinion Consumers) over traditional influencers. This trend is expected to continue influencing marketing strategies. [22][23] - Logistics and Delivery: The Taobao Flash Sale project has been launched, utilizing a combination of self-owned warehouses and Taobao's lightning warehouse for delivery, with a delivery time of approximately 2 to 4 hours in Shanghai. [25] - Market Dynamics: The beauty industry on Taotian has shown lackluster performance, with top influencers' effectiveness declining. Some brands have managed to achieve better results through high investment, but overall ROI remains low. [20] Conclusion - The e-commerce landscape, particularly in the cosmetics sector, is facing significant challenges as promotional strategies evolve and consumer behaviors shift. Brands must adapt to these changes to maintain or improve their market positions.