“The longest Double 11 in history” has finally come to an end, with satisfied consumers who stocked up leaving, while the platforms and brands are constantly reporting on the intense competition.
Even before the start of this year’s major promotion, CHAILEEDO found in surveys that many industry insiders did not have high expectations for this Double 11, with keywords like “stable growth” and “maintaining the status quo” being the most mentioned. However, looking at the performance of various major e-commerce platforms this year, the cosmetics market during Double 11 is still booming.
According to Syntun, the cumulative sales of Double 11 on comprehensive e-commerce platforms (such as Tmall, JD, Pinduoduo, etc.) and live-streaming e-commerce platforms (such as Douyin, Kwai, etc.) reached 1.4418 trillion yuan, a year-on-year increase of 26.6%.
So, how did the beauty industry perform during this year’s Double 11? Which brands came out on top?
Proya Tops on Both Platforms, International Brands Maintain Dominance
Looking at the overall online data, major e-commerce platforms including Taobao, Douyin, JD, Kwai, and Pinduoduo have all shown growth.
The three major platforms saw double-digit growth, with Taobao still holding half of the market share. According to CHAILEEDO., as of November 11, 2024, the estimated GMV for cosmetics through online channels during Double 11 exceeded 120 billion yuan, a 27% year-on-year increase. Among them, Taobao’s GMV accounted for 50.1% of the overall market, with a 29.3% year-on-year increase; Douyin held a market share of 26.7%, ranking second, with a 27% year-on-year GMV increase; JD held a market share of 11.7%, with a 14.1% year-on-year GMV increase.
According to Syntun, the sales of personal care and cosmetics on comprehensive e-commerce platforms amounted to 96.3 billion yuan, a 22.5% year-on-year increase, accounting for 8.2% of the market.
In terms of specific categories, in skincare products, Taobao saw a 27% year-on-year growth, Douyin a 31.7% rise, and JD a 14.9% increase; in makeup products, Taobao saw a 38.6% year-on-year growth, Douyin a 12.9% rise, and JD an 11.3% increase.
According to official Tmall data, 589 brands on Tmall achieved sales exceeding 100 million yuan this year, a 46.5% year-on-year increase, setting a new record for Tmall, with the beauty category leading in transaction growth across the entire network. In addition, the number of orders from 88VIP members grew by over 50% year-on-year, with 88VIP maintaining double-digit growth; 119 live streaming rooms exceeded 100 million in transactions, with 49 rooms growing by over 100% year-on-year; and Taobao’s subsidies for orders over 10 billion exceeded 150 million, with a 50% year-on-year increase in total orders.
JD’s official data showed that as of 11:59 pm on November 11, 2024, the number of shoppers on JD’s 11.11 sale increased by over 20% year-on-year, JD’s live stream orders increased by 3.8 times year-on-year, transactions for over 17,000 brands increased by over five times year-on-year, and transactions for over 30,000 small and medium-sized businesses increased by over two times year-on-year.
Proya tops on both platforms, with international brands still holding the top shares. By analyzing the top 10 performance on Tmall and Douyin during the entire Double 11 period this year, Proya ranked first on both platforms, emerging as the biggest winner among Chinese domestic brands in this year’s major promotion.
However, most positions on the Double 11 beauty ranking list are still held by international brands. On the Tmall list, only Proya and Winona represent Chinese domestic brands, while the remaining 80% are international brands. On the Douyin platform, Proya, KANS, Kefumei, and CHANDO are the four major Chinese domestic brands that made it to the list.
Additionally, according to official Douyin data, in the comprehensive performance ranking of skincare brands on Douyin e-commerce during the Double 11 promotion period (October 8 to November 11, 2024), the top 10 brands were Proya, KANS, L’Oreal, Kefumei, Whoo, CHANDO, Estee Lauder, OLAY, Winona, and SK-II.
Regarding brand live streaming, according to official Taobao data, as of midnight on November 11, over 100 live streaming rooms on Taobao had transactions exceeding 100 million, setting a new record high, with 32 rooms growing by over 100% year-on-year. According to CHAILEEDO, during the Douyin Double 11 promotion period, the top 10 beauty influencers in terms of sales all exceeded one hundred million yuan.
The promotion battlefield extends, brand ranking competition intensifies
As the “Longest Double 11” in history, this year major e-commerce platforms have extended their promotion period, with Douyin even moving its pre-sale to October 8th. This undoubtedly lengthened the promotion competition cycle for beauty brands. Through analyzing the performance data of different promotion periods on Tmall and Douyin, CHAILEEDO found that the explosive moments for different brands did not coincide, leading to an intense competition in promotions.
Taking the Tmall platform as an example. During the pre-sale phase, Kefumei outperformed international brands like Estee Lauder and Lancome to rank fourth, but its subsequent growth was not as strong, only reaching 13th place in the final rankings; UNISKIN ranked 7th on the first day of pre-sale but did not make it to the final list.
At the same time, many Chinese domestic brands also made their way into the rankings, such as Timage ranking in the top 20 on the first day of the Promotion and CHANDO entering the Double 11 brand transaction total list in the top 19.
International brands had a similar trajectory. For example, on the first day of pre-sale rankings, Lancome was only 5th, but later Lancome entered the top three multiple times and ultimately ranked in the top 3 in the total transaction list; Whoo ranked 18th on the first day of the “carnival” but did not make it to the final transaction total list.
On the Douyin platform, the competition for the top spot was also fierce. According to CHAILEEDO data, during the pre-sale period, Proya surpassed other brands to take the first spot, with Whoo and Kefumei ranking second and third respectively, while L’Oreal and KANS ranked in the top 6 and top 5.
In the Official Promotion rankings, KANS surpassed Proya to claim the top spot, L’Oreal also gained momentum, rising to third place; Whoo, previously ranked second, did not appear in the list, while CHANDO and Winona entered the rankings. In the final full-cycle ranking, Proya still held the first position, with KANS and L’Oreal ranking second and third respectively.
Top brand market share remains stable, private labels are “disappearing”
Although this year’s Double 11 promotion was highly competitive overall, looking at the performance of the top 10 brands in the past three major promotions, the overall changes have not been significant.
For example, in the recent three major promotions on Tmall, the top four beauty brands have consistently been Proya, L’Oreal, Lancome, and Estee Lauder, forming a relatively stable competitive landscape. Additionally, La Mer, HR, SkinCeuticals, Winona, and OLAY have all entered the top 10 list three times. In contrast, Chinese domestic beauty brands have only held two spots in the top 10 in the three major promotions.
On the Douyin platform, Proya and KANS have alternated in claiming the top spot on the rankings. Meanwhile, eight major brands including L’Oreal, Kefumei, Estee Lauder, HR, and La Mer have appeared in the top 10 list three times. This year on Double 11, CHANDO made its first appearance in the top 10 in the three major promotions, ranking ninth; whereas SK-II did not make it into the top 10 list this year.
Furthermore, under the influence of the Double 11 promotion, both Tmall and Douyin beauty categories saw good growth in October this year. According to CHAILEEDO data, Tmall’s total sales of beauty products in October increased by 192.97% year-on-year; while Douyin’s beauty category GMV increased by 30.49% year-on-year and by 63.64% month-on-month.
Looking at specific categories, the top 20 brands in Tmall’s skincare category saw sales increases of over 150% year-on-year, with 13 brands experiencing sales growth exceeding 500%. Sales of the top five brands—Lancome, SkinCeuticals, Kefumei, Estee Lauder, and UNISKIN—increased by over 1000% year-on-year.
Although the growth on the Douyin platform was slightly lower, all top 20 brands saw positive growth, with 11 brands experiencing sales growth of over 100%. Kefumei and Whoo had the highest growth rates at 338.57% and 496.72%, respectively.
The growth in the makeup category was not as high as in skincare, but all top 10 brands on the Tmall platform saw positive growth. L’Oreal was the only brand with a sales increase of over 1000%, with 18 brands experiencing sales growth of over 100%.
It is worth noting that both on Tmall and Douyin, private label brands are starting to “disappear” from the major promotion rankings. Even on Douyin, a platform known for private labels, the top 20 brands are established brands with significant market recognition. This trend suggests that private labels, which once benefited from traffic dividends, are losing their competitive edge in major promotions.
Overall, the top market in this year’s Double 11 is still dominated by international big brands, but Chinese domestic brands led by Proya are steadily capturing market share. Major promotions continue to be a crucial avenue for all brands seeking growth.
