International Beauty Brands Occupies Rankings During Double 11
- Chaileedo Press
- Nov 14, 2022
- 4 min read
Updated: Nov 15, 2022
International beauty brands occupy 8 ranks in the Top 10 beauty category of the Tmall Double 11 beauty store sales list this year. International beauty brands still occupy 8 places in the Top10 beauty brands of TikTok China Double 11.
Double 11 Shopping Festival is one of the biggest online promotion days in China. In the past, the Double 11 was the time when major innovative beauty brands became famous every year. However, in terms of data from major platforms, CHAILEEDO found that international beauty brands occupy most rankings in this year's Double 11.
Tmall remained flat year-on-year
First of all, from the overall economy, Tmall stated that this year's Tmall Double 11 is steady to good, the transaction scale is the same as last year. JD also didn’t reveal its GMV. It just said "The 2022 JD Double 11 surpassed the industry growth rate and set a new record." Last year, the cumulative turnover of Tmall Double 11 was 540.3 billion yuan (about $76.7 billion), with a year-on-year growth rate of 8.5%. JD Double 11 turnover was 311.4 billion yuan (about $44.2 billion), with a growth rate of 15 percent.
CHAILEEDO data shows that the GMV of Tmall Double 11 has grown continuously since 2009. Shortened to the time dimension of the last 5 years, the growth rate of Tmall Double 11 GMV began to slow down, especially in 2020 after growing 85.6% and the volume of GMV jumped to nearly 500 billion yuan (about $71 billion), the growth rate quickly fell back to single digits in 2021.
JD, on the other hand, has been maintaining a growth rate of about 30% since the opening of Double 11 in 2017, and last year the volume has exceeded 300 billion yuan.
Top 10 of international beauty brands accounted for half
From this year's Tmall Double 11 beauty store sales list, the top 10 brands are L'Oreal, Estee Lauder, Lancome, OLAY, PROYA, Winona, LA MER, SK-II, HR and Shiseido. In addition, two major national brands, QuadHA and CHANDO, also entered the top 20.
Compared to the previous pre-sale list, the rankings have all changed significantly. First of all, the battle of the top three, pre-sale is L'Oreal, Lancôme, Estée Lauder ranked the top three in turn. In the final list, Estée Lauder overtook Lancôme to become the runner-up, Lancôme in third place.
Next, QuadHA, Guerlain, SkinCeuticals entered the top 10 in the pre-sale period and was eventually replaced by LA MER, SK-II and HR. It is worth noting that after 7 years of absence, PROYA was again on the Top 10 list and ranked 5th, the first Chinese beauty product. Winona has been on the list for 5 consecutive years, ranking 6th this year.
In fact, stretched to 10 years, the Double 11 beauty brand ranking contest has experienced: 2013-2015, the 1.0 stage dominated by Chinese domestic brands, 2016-2018, the 2.0 stage where Chinese domestic and foreign brands fought each other and shared equally. Since 2019, the overall entered the oligarchic era of international brands dominating the list, while the last three years European and American brands are even stronger. Take this year's double 11 as an example, in addition to PROYA, Winona and Shiseido, the remaining seven brands are from European and American conglomerates.
International brands battle on TikTok China while Whoo is No. 1
Today, winning in Tmall is still the consensus of the majority of brands, but TikTok China is also a force to be reckoned with.
After Whoo, which lost in Tmall, was the first beauty brand ranked in TikTok China Double 11. Last year, the brand was also the number one beauty brand in TikTok China. The other two ranks in the top three of TikTok China Double 11 were occupied by Estee Lauder and L'Oreal.
The brand composition of TikTok China double 11 beauty Top 10 is similar to that of Tmall, and there are only 2 Chinese domestic brands in the top 10 of TikTok China Double 11, which are Florasis and CHANDO. These 2 brands are in the bottom 2 rankings. And last year, on the TikTok China double 11 beauty brand Top 10 list, Chinese domestic brands and international brands accounted for five seats each.
Therefore, it is easy to see from the changes in this year's list that international beauty brands, after strongly seizing the Tmall sector in the past 5 years, have started to re-invest in TikTok China in recent years and gradually squeeze the market share of Chinese domestic beauty brands.
Since last year, brands of major beauty groups have been stationed in TikTok China. For example, in May 2021, L'Oreal Paris opened its first global offline flagship store in Shanghai and synchronized it with the TikTok China e-commerce platform, with a full range of beauty products online in TikTok China. In May 2022, Lancôme also announced its presence in TikTok China, opening its first brand self-published. In addition, such as Estee Lauder, Shiseido and other international beauty giant groups also successively deployment on TikTok China. As a result, beauty brands in China and international brands opened a fierce competition situation in TikTok China.
From the platform point of view, although the Tmall platform is still the main battlefield for major beauty brands, but various emerging platforms such as TikTok China are still releasing huge potential. In terms of brand sales, international brands are ahead of Chinese brands, and the head aggregation effect is obvious.
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