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中国美妆电商行业数据报告 - 2021年双十一特辑

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本期报告为2021年双十一美妆行业数据报告。TMO Group 每年从阿里巴巴的电子商务平台家族为您搜集并整理618和双十一期间美妆行业电商数据并制作成数据报告,网罗市场总体销量趋势、畅销美妆单品、畅销美妆品牌、价格区间和平台热搜词等行业内一手数据, 帮助您洞悉市场的体量和增长情况,新的消费趋势和增长点, 消费者持续变化的诉求, 以寻求行业机遇与创新!

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            [0] => 在本月报中,我们将向您提供如下信息:
  • 市场整体走势
  • 子类目市场份额
  • 月畅销产品、店铺与品牌
  • 平台热搜词
  • 畅销产品的特征
  • 产品价格区间
  • 代表品牌案例分析
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  • 从整体来看,今年双十一美妆市场销售表现明显不如去年,各个类目产品的销售额都有比较显著的下滑。完美日记虽然依旧问鼎品牌店铺销售冠军,但是销量却下降了46%。
  • 花西子定妆散粉常年稳居销售榜单前三。花西子作为近年来崛起的国货美妆,以其突出的国风设计美学和良好的品控在价格并不占优势的情况下,依旧受到消费者的热捧。
  • 完美日记和花西子仍然占据畅销品牌的前两位,但与去年相比优势不再明显,前十名的品牌市场占比愈发接近,第一名的完美日记与第十名的Mac销售额占比仅仅相差5%。
  • 从各个品牌的热销产品分析中可以看出,拥有高市场占有率的品牌无论是的平价品牌还是传统国际大牌,各类目主打产品拥有较高的消费者忠诚度和回购率。而像卡姿兰这类市场份额较小的品牌,其热销产品在不断变更,缺少现金流产品和明星产品。
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  • 从整体来看,今年双十一美妆市场销售表现明显不如去年,各个类目产品的销售额都有比较显著的下滑。完美日记虽然依旧问鼎品牌店铺销售冠军,但是销量却下降了46%。
  • 花西子定妆散粉常年稳居销售榜单前三。花西子作为近年来崛起的国货美妆,以其突出的国风设计美学和良好的品控在价格并不占优势的情况下,依旧受到消费者的热捧。
  • 完美日记和花西子仍然占据畅销品牌的前两位,但与去年相比优势不再明显,前十名的品牌市场占比愈发接近,第一名的完美日记与第十名的Mac销售额占比仅仅相差5%。
  • 从各个品牌的热销产品分析中可以看出,拥有高市场占有率的品牌无论是的平价品牌还是传统国际大牌,各类目主打产品拥有较高的消费者忠诚度和回购率。而像卡姿兰这类市场份额较小的品牌,其热销产品在不断变更,缺少现金流产品和明星产品。
) [_download_description_0_content] => Array ( [0] => field_5b399a6b21e4d ) [download_description_1_title] => Array ( [0] => ) [_download_description_1_title] => Array ( [0] => ) [download_description_1_content] => Array ( [0] => ) [_download_description_1_content] => Array ( [0] => ) [download_description_2_title] => Array ( [0] => ) [_download_description_2_title] => Array ( [0] => ) [download_description_2_content] => Array ( [0] => ) [_download_description_2_content] => Array ( [0] => ) [related_section_related_downloads_1_download] => Array ( [0] => 44358 ) [_related_section_related_downloads_1_download] => Array ( [0] => field_5bfe5ac828b0d ) [related_section_related_downloads_2_download] => Array ( [0] => 40306 ) [_related_section_related_downloads_2_download] => Array ( [0] => field_5bfe5ac828b0d ) [_yoast_wpseo_primary_download_category] => Array ( [0] => 154 ) [_edd_download_limit_override_41775] => Array ( [0] => ) [_wp_old_slug] => Array ( [0] => %e4%b8%ad%e5%9b%bd%e7%be%8e%e5%a6%86%e7%94%b5%e5%95%86%e8%a1%8c%e4%b8%9a%e6%95%b0%e6%8d%ae%e6%9c%88%e6%8a%a5 ) [_dp_original] => Array ( [0] => 44358 ) [download_description_3_title] => Array ( [0] => 在本月报中,我们将向您提供如下信息: ) [_download_description_3_title] => Array ( [0] => field_5b399a5d21e4c ) [download_description_3_content] => Array ( [0] =>
  • 市场整体走势
  • 子类目市场份额
  • 月畅销产品、店铺与品牌
  • 平台热搜词
  • 畅销产品的特征
  • 产品价格区间
  • 代表品牌案例分析
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A1:点击右侧“下载”按钮。进入落地页填写您的商务信息,完成安全支付,即可在您预留的邮箱中查收本指南! Q2:填写信息后为何提示我私人邮箱不被允许? A2:QQ,163等私人邮箱将不能正常接收来自我们的邮件。希望可以正确填写您的工作邮箱,确保正常接收。 Q3:等了很久还是收不到报告怎么办? A3:首先请查看您的邮件垃圾箱。其次根据各公司情况不同您的工作邮箱可能被设置了防火墙或特殊过滤规则,下载邮件可能会被屏蔽,请联系您的企业邮箱管理员确认。 Q4:邮箱中的下载链接是永久有效的吗? A4:发送到您邮箱中的下载链接仅可点击下载3次,建议您下载成功后妥善保管本地版本。 Q5:我需要定制化的数据或报告,怎样获取? A5:需要获取定制版的数据/报告或洽谈商务合作,请发邮件至info@tmogroup.asia或拨打我们的直线电话+86 (0)21 617 00 396和我们取得联系。 ) [_download_description_8_content] => Array ( [0] => field_5b399a6b21e4d ) [download_description_9_title] => Array ( [0] => ) [_download_description_9_title] => Array ( [0] => ) [download_description_9_content] => Array ( [0] => ) [_download_description_9_content] => Array ( [0] => ) [download_description_3_image_row_0_image] => Array ( [0] => ) [_download_description_3_image_row_0_image] => Array ( [0] => ) [download_description_3_image_row_0_lightbox] => Array ( [0] => ) [_download_description_3_image_row_0_lightbox] => Array ( [0] => ) [download_description_3_image_row_0_gallery] => Array ( [0] => ) [_download_description_3_image_row_0_gallery] => Array ( [0] => ) [download_description_3_image_row_0_row_id] => Array ( [0] => ) [_download_description_3_image_row_0_row_id] => Array ( [0] => ) [download_description_3_image_row_1_image] => Array ( [0] => ) [_download_description_3_image_row_1_image] 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[download_description_5_image_row_0_gallery] => Array ( [0] => ) [_download_description_5_image_row_0_gallery] => Array ( [0] => ) [download_description_5_image_row_0_row_id] => Array ( [0] => ) [_download_description_5_image_row_0_row_id] => Array ( [0] => ) [download_description_5_image_row_1_image] => Array ( [0] => ) [_download_description_5_image_row_1_image] => Array ( [0] => ) [download_description_5_image_row_1_lightbox] => Array ( [0] => ) [_download_description_5_image_row_1_lightbox] => Array ( [0] => ) [download_description_5_image_row] => Array ( [0] => ) [_download_description_5_image_row] => Array ( [0] => ) [download_description_7_title] => Array ( [0] => ) [_download_description_7_title] => Array ( [0] => ) [download_description_7_content] => Array ( [0] => ) [_download_description_7_content] => Array ( [0] => ) [download_description_7_image_row_0_image] => Array ( [0] => ) [_download_description_7_image_row_0_image] => Array ( [0] => ) [download_description_7_image_row_0_lightbox] => Array ( [0] => ) [_download_description_7_image_row_0_lightbox] => Array ( [0] => ) [download_description_7_image_row_0_gallery] => Array ( [0] => ) [_download_description_7_image_row_0_gallery] => Array ( [0] => ) [download_description_7_image_row_0_row_id] => Array ( [0] => ) [_download_description_7_image_row_0_row_id] => Array ( [0] => ) [download_description_7_image_row_1_image] => Array ( [0] => ) [_download_description_7_image_row_1_image] => Array ( [0] => ) [download_description_7_image_row_1_lightbox] => Array ( [0] => ) [_download_description_7_image_row_1_lightbox] => Array ( [0] => ) [download_description_7_image_row_1_gallery] => Array ( [0] => ) [_download_description_7_image_row_1_gallery] => Array ( [0] => ) [download_description_7_image_row_1_row_id] => Array ( [0] => ) [_download_description_7_image_row_1_row_id] => Array ( [0] => ) [download_description_7_image_row] => Array ( [0] => ) 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[download_description_9_image_row_1_row_id] => Array ( [0] => ) [_download_description_9_image_row_1_row_id] => Array ( [0] => ) [download_description_9_image_row] => Array ( [0] => ) [_download_description_9_image_row] => Array ( [0] => ) [_edd_download_limit_override_56532] => Array ( [0] => ) [download_description_5_image_row_1_gallery] => Array ( [0] => ) [_download_description_5_image_row_1_gallery] => Array ( [0] => ) [download_description_5_image_row_1_row_id] => Array ( [0] => ) [_download_description_5_image_row_1_row_id] => Array ( [0] => ) [_yoast_post_redirect_info] => Array ( [0] => ) [_edd_download_limit_override_63320] => Array ( [0] => ) [_edd_download_limit_override_63318] => Array ( [0] => ) [mmpm_post_icon] => Array ( [0] => ) [_edd_download_limit_override_40494] => Array ( [0] => ) [download_intro_title] => Array ( [0] => ) [_download_intro_title] => Array ( [0] => ) [download_description_1_image_row_0_image] => Array ( [0] => 66554 ) [_download_description_1_image_row_0_image] => Array ( [0] => field_5b39a07f6cde0 ) [download_description_1_image_row_1_image] => Array ( [0] => 66558 ) [_download_description_1_image_row_1_image] => Array ( [0] => field_5b39a07f6cde0 ) [download_description_1_image_row] => Array ( [0] => 2 ) [_download_description_1_image_row] => Array ( [0] => field_5b39a0486cddf ) [download_description_1_image_row_0_lightbox] => Array ( [0] => 1 ) [_download_description_1_image_row_0_lightbox] => Array ( [0] => field_5b5947836e6c1 ) [download_description_1_image_row_0_gallery] => Array ( [0] => a:1:{i:0;s:5:"66561";} ) [_download_description_1_image_row_0_gallery] => Array ( [0] => field_5b5947a86e6c2 ) [download_description_1_image_row_0_row_id] => Array ( [0] => 61b9c84e29875 ) [_download_description_1_image_row_0_row_id] => Array ( [0] => field_5b5947ce6e6c3 ) [download_description_1_image_row_1_lightbox] => Array ( [0] => 1 ) [_download_description_1_image_row_1_lightbox] => Array ( [0] => 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Array ( [0] => ) [_edd_download_limit_override_41767] => Array ( [0] => ) [_edd_download_limit_override_54353] => Array ( [0] => ) [_edd_download_limit_override_39021] => Array ( [0] => ) [_edd_download_limit_override_53193] => Array ( [0] => ) [_edd_download_limit_override_63332] => Array ( [0] => ) [download_description_1_image_row_2_image] => Array ( [0] => ) [_download_description_1_image_row_2_image] => Array ( [0] => ) [download_description_1_image_row_2_lightbox] => Array ( [0] => ) [_download_description_1_image_row_2_lightbox] => Array ( [0] => ) [download_description_1_image_row_2_gallery] => Array ( [0] => ) [_download_description_1_image_row_2_gallery] => Array ( [0] => ) [download_description_1_image_row_2_row_id] => Array ( [0] => ) [_download_description_1_image_row_2_row_id] => Array ( [0] => ) [download_description_4_image_row_2_image] => Array ( [0] => ) [_download_description_4_image_row_2_image] => Array ( [0] => ) [download_description_4_image_row_2_lightbox] => Array ( [0] => ) [_download_description_4_image_row_2_lightbox] => Array ( [0] => ) [download_description_4_image_row_2_gallery] => Array ( [0] => ) [_download_description_4_image_row_2_gallery] => Array ( [0] => ) [download_description_4_image_row_2_row_id] => Array ( [0] => ) [_download_description_4_image_row_2_row_id] => Array ( [0] => ) [download_description_10_title] => Array ( [0] => ) [_download_description_10_title] => Array ( [0] => ) [download_description_10_content] => Array ( [0] => ) [_download_description_10_content] => Array ( [0] => ) [_thumbnail_id] => Array ( [0] => 101935 ) [_edit_last] => Array ( [0] => 7 ) [_banner_title] => Array ( [0] => field_6662baeece084 ) [banner_title] => Array ( [0] => 没有找到您需要的数据? ) [_button_text] => Array ( [0] => field_6662bb0ece085 ) [button_text] => Array ( [0] => 定制报告 ) [_qa_3_question] => Array ( [0] => field_65b18f3b3aabc ) [_qa_3_answer] => Array ( [0] => field_65b18f433aabd ) [_qa_4_question] => Array ( [0] => field_65b18f3b3aabc ) [_qa_4_answer] => Array ( [0] => field_65b18f433aabd ) [_qa_5_question] => Array ( [0] => field_65b18f3b3aabc ) [_qa_5_answer] => Array ( [0] => field_65b18f433aabd ) [_qa_6_question] => Array ( [0] => field_65b18f3b3aabc ) [_qa_6_answer] => Array ( [0] => field_65b18f433aabd ) [qa_3_question] => Array ( [0] => 我需要定制化的数据或报告,怎样获取? ) [qa_3_answer] => Array ( [0] => 需要获取定制版的数据/报告,我们提供市场扫描、每月数据和长期监控以及定制数据收集和分析,帮助确定您行业的市场结构、定价、主要竞争对手、趋势等。您可以点击联系我们,或发邮件至info@tmogroup.asia或拨打我们的电话+86 (0)21 617 00 396和我们取得联系。 ) [qa_4_question] => Array ( [0] => 为何付费报告显示的购买货币是“港元HKD”而非“人民币RMB”? ) [qa_4_answer] => Array ( [0] => 我们目前仅以港元定价。但若您选择支付宝或信用卡支付,将为你自动转化汇率,折算为您的本地货币进行购买。 ) [qa_5_question] => Array ( [0] => 如果付款失败,或付款成功但未通过电子邮件收到我们的指南怎么办? ) [qa_5_answer] => Array ( [0] => 请点击联系我们,或发送邮件至info@tmogroup.asia,或拨打我们的直线电话+86 (0)21 617 00 396和我们取得联系。 ) [qa_6_question] => Array ( [0] => 如果付费购买成功,我是否可以获取发票? ) [qa_6_answer] => Array ( [0] => TMO可根据您的选择为您开具付款收据或形式发票,如欲获取,请将您的中文或英文公司名称和付款收据信息以邮件形式发送至info@tmogroup.asia,我们将在收到邮件后10个工作日内为您开具电子收据或形式发票至您的指定邮箱。 ) [_edit_lock] => Array ( [0] => 1724408263:7 ) [download_thumbnail] => Array ( [0] => 101931 ) [_download_thumbnail] => Array ( [0] => field_65dfe4f92ef0e ) [ct_other_template] => Array ( [0] => 0 ) [ct_template_archive_post_types_all] => Array ( [0] => ) [ct_template_categories] => Array ( [0] => a:0:{} ) [ct_template_categories_all] => Array ( [0] => ) [ct_template_tags] => Array ( [0] => a:0:{} ) [ct_template_tags_all] => Array ( [0] => ) [ct_template_custom_taxonomies] => Array ( [0] => a:0:{} ) [ct_template_custom_taxonomies_all] => Array ( [0] => ) [ct_template_authors_archives_all] => Array ( [0] => ) [ct_template_index] => Array ( [0] => ) [ct_template_front_page] => Array ( [0] => ) [ct_template_blog_posts] => Array ( [0] => ) [ct_template_date_archive] => Array ( [0] => ) [ct_template_search_page] => Array ( [0] => ) [ct_template_inner_content] => Array ( [0] => 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主要内容

在本月报中,我们将向您提供如下信息:

  • 市场整体走势
  • 子类目市场份额
  • 月畅销产品、店铺与品牌
  • 平台热搜词
  • 畅销产品的特征
  • 产品价格区间
  • 代表品牌案例分析

资源亮点

  • 从整体来看,今年双十一美妆市场销售表现明显不如去年,各个类目产品的销售额都有比较显著的下滑。完美日记虽然依旧问鼎品牌店铺销售冠军,但是销量却下降了46%。
  • 花西子定妆散粉常年稳居销售榜单前三。花西子作为近年来崛起的国货美妆,以其突出的国风设计美学和良好的品控在价格并不占优势的情况下,依旧受到消费者的热捧。
  • 完美日记和花西子仍然占据畅销品牌的前两位,但与去年相比优势不再明显,前十名的品牌市场占比愈发接近,第一名的完美日记与第十名的Mac销售额占比仅仅相差5%。
  • 从各个品牌的热销产品分析中可以看出,拥有高市场占有率的品牌无论是的平价品牌还是传统国际大牌,各类目主打产品拥有较高的消费者忠诚度和回购率。而像卡姿兰这类市场份额较小的品牌,其热销产品在不断变更,缺少现金流产品和明星产品。

我们的订阅用户来自这些公司

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定制报告

常见问题

如何获取报告?

点击上方“下载”按钮。进入落地页填写您的商务信息,付费版本需完成完成安全支付,即可在您预留的邮箱中查收本报告!

等了很久还是收不到报告怎么办?

首先请查看您的邮件垃圾箱。其次根据各公司情况不同,您的工作邮箱可能被设置了防火墙或特殊过滤规则,下载邮件可能会被屏蔽,请联系您的企业邮箱管理员确认。

邮箱中的下载链接是永久有效的吗?

发送到您邮箱中的下载链接仅可点击下载3次,建议您下载成功后妥善保管本地版本。

我需要定制化的数据或报告,怎样获取?

需要获取定制版的数据/报告,我们提供市场扫描、每月数据和长期监控以及定制数据收集和分析,帮助确定您行业的市场结构、定价、主要竞争对手、趋势等。您可以点击联系我们,或发邮件至info@tmogroup.asia或拨打我们的电话+86 (0)21 617 00 396和我们取得联系。

为何付费报告显示的购买货币是“港元HKD”而非“人民币RMB”?

我们目前仅以港元定价。但若您选择支付宝或信用卡支付,将为你自动转化汇率,折算为您的本地货币进行购买。

如果付款失败,或付款成功但未通过电子邮件收到我们的指南怎么办?

请点击联系我们,或发送邮件至info@tmogroup.asia,或拨打我们的直线电话+86 (0)21 617 00 396和我们取得联系。

如果付费购买成功,我是否可以获取发票?

TMO可根据您的选择为您开具付款收据或形式发票,如欲获取,请将您的中文或英文公司名称和付款收据信息以邮件形式发送至info@tmogroup.asia,我们将在收到邮件后10个工作日内为您开具电子收据或形式发票至您的指定邮箱。
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