● Looking back at the performance of Tmall's beauty brands during the "Double 11" holiday this year, six of the top 20 spots on the list were captured by domestic brands. It can be seen that domestic beauty brands are growing rapidly and gradually becoming powerful players in the beauty market.
● In 2020, the beauty market was hit hard by the epidemic, and the return of rational consumption made consumers prefer good products to international brands. During this period, domestic cosmetics seized the opportunity to make a strong effort, and the market sales in the past three years increased steadily. As of September 8, 2023, the past 52 weeks, it has occupied 53.8% Compared with foreign brands, it shows stronger resilience.
● stay Skin care field and Makeup track There are domestic brands that stand out. On the one hand, they expand their territory and on the other hand, they maximize the beauty of national style.
● It can be said that domestic products are the real destroyers in the turbulent beauty market in the past three years. While breaking the monopoly position of foreign capital in the past, they also bring new inspiration to the development of the whole beauty market.
● According to the purchase data of the beauty sample group of the Kaidu Consumer Index (which belongs to CTR in China), 25-34 years old Of female sex It is the main consumer group of domestic cosmetics And men and women over 45 also contributed to the larger market sales of domestic products.
● In addition, compared with foreign brands, domestic cosmetics pay more attention to Offline personal care store 、 Supermarket , and online Dithering 、 Quick hand And other emerging channels.
● For foreign brands, flagship stores, shopping malls and duty-free stores are still the main battlefields of channel competition.
● stay category Consumers prefer to buy from domestic brands emulsion 、 facial mask And other basic skin care products, and Eye makeup 、 Concealment It is a kind of cosmetics with low price and interesting playing methods.
● It can be seen that no matter the target customer group, channel or category, Chinese made beauty cosmetics has opened a hole in the market and won its place by virtue of the strategy different from foreign brands.
● However, in the past, there were not a few cases of domestic beauty brands that exploded overnight and fell down rapidly in the later period. What else can Chinese products do if they want to stand firm and extend their life cycle?
● By comparing the penetration rate of the beauty sample group of the Kaidu Consumer Index, it can be found that the average penetration rate of the top ten foreign brands in the list of Tmall Beauty's "Double 11" preemptive purchase is that of domestic brands 2x There is still a big gap between the audience group of the top new domestic brands and the international big brands.
● The key to the current breakthrough is to further create a space for domestic brands to leap forward, attract new customers, and let more consumers see and be willing to try domestic products.
● In addition, Strong product force Is the cornerstone to win more consumers.
● Although in the skin care market, domestic products have broken through the restrictions of raw materials and forms in high-end categories, relying on star single products to break through the tight encirclement, or winning the crowd by virtue of high cost performance and innovative texture characteristics, compared with foreign brands, they lack in essence, foundation liquid, etc High price core category The competitiveness of the brand is still that of most domestic brands Pain spot 。
● The overall domestic product matrix is still relatively simple, mainly relying on basic skin care and low price cosmetics. Domestic products need to further enrich and upgrade their products, and gradually form their own brand effect with the help of excellent product portfolio, in order to gain more stable followers, win more trust and higher loyalty from consumers.
Author: CTR Insight
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