Change on Color Cosmetics Pre-sale Lists of Chinese Double 11 Shopping Festival
- Chaileedo Press
- Oct 28, 2022
- 5 min read
Seeing the Tmall Pre-sale Top 20 of color cosmetic brands of Chinese Double 11 Shopping Festival, international brands still occupy the vast majority of ranking, but Chinese domestic color cosmetics brands such as Blankme and Joocyee have risen in the rankings and performed prominently in this year.
On October 24, the first day of the Tmall Double 11 pre-sale, according to the Tmall Pre-sale Top 20 of color cosmetic brands, M-A-C, 3CE and YSL Beauty and other international brands still occupy the forefront, while two domestic brands Florasis, Blank-me squeezed into the Top 10. Perfect Diary, which was once occupied the No. 1 Chinese color cosmetic brand, fell out of the pre-sale list for the first time. It can be seen that the Chinese domestic color cosmetic brands again changed a lot.
Only 5 Chinese color cosmetics brands in the TOP 20 while Perfect Diary fell out
On October 24, the pre-sale activities annual Chinese Double 11 Shopping Festival officially kicked off. For this year's beauty industry, after suffering the first nine months of decline in the trough, the urgent need to fuel through the shopping festival and boost year-end performance.
Looking at the first day of pre-sale of color cosmetics sector in this year's Double 11, it is easy to find that international brands still occupy most of the rankings and their dominance is difficult to be shaken in a short period of time. But at the same time, Chinese domestic brands also show an upward trend in the list, ranking parity and the number on the list have been increased to a certain extent, especially the innovative brands such as Blank-Me and Joocyee are performing brightly, which are the new face of Chinese Double 11 color cosmetic section.
The top three on the list were occupied by M-A-C, 3CE and YSL Beauty. As Estee Lauder's makeup sub-brand, M-AC's pre-sale performance has soared in the past two years. In the 2021 Double 11 first day pre-sale list, M-A-C only ranked 14th. But in this year's pre-sale list of Chinese 618 Shopping Festival and Chinese Double 11 Shopping Festival, M-A-C jumped to 2nd and 1st respectively, especially eye-catching among a number of international brands.
Another major international brand Lancome is showing a downward trend from 2021 No. 2 to this year's No. 10. In its place is the Korean makeup brand 3CE, since on the first day of pre-sale list during last year's Chinese Double 11 Shopping Festival in 12th place, 3CE surpassed YSL Beauty, Make Up For Ever and other major brands, ranking No.2 in this year's pre-sale list. It should be noted that Lancome, 3CE, YSL are from the L'Oreal Group.
When international brands are competing, the list of Chinese domestic cosmetic brands have also experienced a new round of reshuffling.
Florasis, focusing on oriental makeup, soared its performance with a distinctive positioning and excellent product strength in the Chinese domestic color cosmetics, among the top position in the pre-sale list. On the first day of the total pre-sale list, Florasis is secondly after M-A-C, 3CE and other international brands, occupying the fourth place.
Some other innovative Chinese color cosmetic brands also performed brightly. Among them, Blank-Me has entered the Top 10 of the Double 11 first-day pre-sale list for 2 consecutive years, while another brand, Jooycee, made the list for the first time in this year's Chinese 618 Shopping Festival and pre-sale Double 11 Shopping Festival. It is understood that Jooycee is a color cosmetic brand incubated by Shanghai Joy Group in 2019, with the same division as Judydoll. Currently Jooycee has launched product series such as amber, silk and others.
The two brands with big changes in Chinese color cosmetics brands are Colorkey and Perfect Diary, especially Perfect Diary fell out of the list, not in the top 20. According to CBNData data, Perfect Diary stood out in the Tmall Double 11 sales performance since 2018 and has since fueled the top of the color cosmetics category during the Tmall Double 11 in 2019 and 2020. However, since falling out of the Top 10 of the color cosmetics pre-sales list during last year's Double 11, Perfect Diary's pre-sales performance ranking has dropped twice this year.
And further back, before 2018, Chinese domestic color cosmetics brands such as Carslan, Marie Dalgar ranked top. In just a few years, the color cosmetics market ushered in a few times change.
Li Jiaqi can increase the ranking?
On September 20, Li Jiaqi, who had stopped live streaming for more than three months, officially resumed Taobao Live, which quickly attracted widespread attention in the industry. After a brief slump in this year's Chinese 618 Shopping Festival, Li Jiaqi's return also allowed the industry to regain confidence in this year's Double 11 Shopping Festival.
As it turns out, driven by the super head influencer Li Jiaqi, the attention of this year's Double 11 has been generally enhanced. It is observed that the discount on products in Li Jiaqi live streaming has also been slightly enhanced this year. Compared to last year, an eye shadow from 3CE which was sold on Li Jiaqi’s live streaming was 179 yuan (about $24.7) per unit. This year, it was reduced to 161 yuan (about $22.2). A loss powder from Florasis was priced from 199 yuan (about $27.4) down to 149 yuan (about $20.5).
It is worth noting that on the October 24 Li Jiaqi’s live streaming, color cosmetics are mostly from international brands such as Make Up For Ever, Lancôme, YSL Beauty, Givenchy, etc. There are very few Chinese domestic brands. Florasis is one of the few Chinese domestic brands that appeared in Li Jiaqi's live streaming. On the first day of Li Jiaqi's live streaming, Florasis premiered a new loose powder that it co-created with Li Jiaqi, as well as a sunscreen, air powder and eyebrow pencil.
And compared to the just released color cosmetics pre-sale list, the Top 20 list of 19 brands have cooperated with Li Jiaqi, it can be shown that Li Jiaqi has strong ability to promote products.
As the most rapidly developing e-commerce platform in recent years, TikTok China has gradually become one of the channels that brands focus on increasing. According to Feigua data, the GMV of the beauty category on TikTok China platform reached from 6.6 billion yuan (about $910 million) to 10.8 billion yuan (about $1.5 billion) in September 2022, which is about 31%-55% of the Ali-related platform. In addition, self-brand live streaming has also become a means for brands to dig deeper into the value of users, which is also the key for some new brands to stand out.
Overall, the new competitive landscape of the color cosmetics sector has initially taken shape. How not to be overtaken by new players is these brands have to continue to make efforts.
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