The most timely online 618 beauty rankings for the Chinese market!

According to Star Chart monitoring data, during the 618 period in 2024 (Tmall 20:00 on May 20-23:59 on June 18; JD.com 20:00 on May 31-23:59 on June 18 (other platforms will announce the start time of 618 on each platform until 23:59 on June 18)), the cumulative sales of comprehensive e-commerce platforms and live broadcast platforms will be 742.8 billion yuan.

1. JD.com:

Sales of more than 150,000 small and medium-sized merchants increased by more than 50%

On June 19, JD.com's official data showed that as of 23:59 on June 18, a total of more than 500 million users placed orders on JD.com's 618.

In terms of sales performance, JD.com's 618 transaction volume and order volume in 2024 reached new highs, and JD.com's live broadcast order volume increased by more than 200% year-on-year.

According to JD.com's summary, during this JD.com 618, there were 83 brands with a cumulative transaction volume of more than 1 billion, and more than 150,000 small and medium-sized merchants had sales growth of more than 50%. At the same time, the number of users who bought new products from JD.com's Little Cube increased by more than 70% year-on-year, and the number of orders increased by more than 130% year-on-year.

During the promotion period, the number of online products in the 10 billion subsidy channel increased by more than 100% year-on-year, and the number of users and order volume of the 10 billion subsidy increased by more than 150% year-on-year. The number of online products in the 9.9 free shipping channel exceeded one million throughout the entire period, and the number of users and order volume increased by more than 100 times year-on-year.

In addition, the 9.9 free shipping channel of JD.com brought a 2 yuan free shipping day for the first time, and the sales volume increased by hundreds of times year-on-year.

2. Tmall

: 365 brands have exceeded 100 million transactions, and nearly 30,000 small and medium-sized businesses have exceeded 1 million transactions

On June 19, data released by Tmall showed that as of 24:00 on June 18, 365 brands had exceeded 100 million transactions on Tmall 618, and more than 36,000 brands had doubled their transactions. The number of new members of 88VIP increased by 65% year-on-year, and the membership scale reached a historical high.

Among the 365 brands with sales exceeding 100 million yuan, brands such as Apple, Midea, Haier, Xiaomi, Moutai, Wuliangye, Huawei, Gree, Nike, and Genji Muyu firmly occupy the "1 billion club" of Tmall 618.

During Tmall 618, the number of new members of 88VIP increased by more than 65% year-on-year.

3. Pinduoduo:

618 10 billion subsidies released the top 10 sales items in multiple categories

Pinduoduo 618 10 billion subsidies released the top 10 most popular sales items in various categories, involving 50 categories such as fresh food, mobile phones, digital, home appliances, beauty, clothing, sports, mother and baby, and overseas shopping. In the mobile phone and digital categories, the sales of high-priced items are booming. The iPhone 15 series took the top three places in the mobile phone single product sales list, and the sales of iPhone 15 Pro Max exceeded 200,000 in the first week of the promotion.

The new iPad Air and Mechanical Revolution Jiaolong 16 Pro ranked first in the sales of tablets and laptops respectively. Judging from the list, Pinduoduo has strong demand for consumption across the board, and new demands and new consumption in various industries continue to emerge. The 10 billion yuan subsidy has become a strong driving force for both supply and demand.

4. Taobao Live:

The number of live broadcast rooms with more than 100 million yuan increased by 53% year-on-year

The number of live broadcast rooms with more than 100 million yuan on Taobao Live increased by 53% year-on-year, including 34 live broadcast rooms with more than 100 million yuan and 47 live broadcast rooms with more than 100 million yuan. In the food and fresh food industry, live broadcasting has become a new growth pole. As of June 17, the sales growth rate of live broadcasting in the food and fresh food industry of Tmall was as high as 261%.

Store broadcasting has accelerated its outbreak, and 47 store live broadcast rooms have a turnover of more than 100 million yuan. "Run live broadcasting like running a store", this year's 618 brands and merchants have increased their investment in live broadcasting.

5. Kuaishou:

GMV of brand merchants in the consumer electronics and home furnishing industry increased by more than 83% year-on-year

On June 19, Kuaishou e-commerce consumer electronics and home furnishing industry released the 618 battle report. Official data shows that (May 20-June 18), the GMV of brand merchants in the consumer electronics and home furnishing industry increased by more than 83% year-on-year, the GMV of brand distribution increased by more than 53% year-on-year, and the GMV of brand merchants on shelves increased by more than 177% year-on-year.

The growth rate of heatstroke prevention and cooling appliances during the 618 period was obvious, among which the GMV of the fan category increased by 44% year-on-year, the GMV of the home appliance set category increased by 62% year-on-year, and the GMV of the hair removal device category increased by 24 times year-on-year.

The mobile phone industry performed well, with the GMV of the mobile phone category increasing by more than 129% year-on-year. Brands such as Apple, Honor, and Chivas performed outstandingly.

6. Xiaohongshu:

The number of orders in the live broadcast room has reached 5.4 times that of the same period last year

On June 12, Xiaohongshu e-commerce held a 618 media exchange meeting, announced the stage data during the 618 period, and explained some new changes.

Data shows that as of June 10, the number of orders for Xiaohongshu e-commerce in 618 was three times that of the same period last year, and the number of orders in the live broadcast room was 5.4 times that of the same period last year.

Among them, the number of buyers with sales exceeding one million in a single session on Xiaohongshu is three times that of the same period last year, and the number of buyers with GMV growth exceeding 100% is 2.8 times that of the same period last year;

The number of store broadcasts with sales exceeding 100,000 in a single session is four times that of the same period last year.

7.Douyin:

According to Chanmama data, as of 17:00 on the afternoon of June 18, the top three of the 618 promotion Douyin influencer sales list (May 24-June 18) were Guangdong couple, Jia Nailiang and Yuhui Xingxing.

Make friends and Oriental Selection ranked 10th and 11th, and Crazy Xiao Yangge ranked 17th.

It is not surprising that Jia Nailiang ranked second. According to Feigua data, in the Douyin sales influencer list in May, Jia Nailiang won the first place with sales of 707 million yuan. On May 21, Jia Nailiang's live broadcast room premiered on 618, and it took only three hours to achieve GMV of over 100 million. The sales for the whole day reached twice the overall sales of last year's 618, and he dominated the Douyin sales list throughout the whole process. According to media reports, Jia Nailiang's first broadcast on May 21 was nearly 12 hours, and the transaction volume was 380 million yuan, which is the largest single Douyin beauty sales so far in 618 this year. Judging from the data, Jia Nailiang, who has 40 million fans on Douyin, can be called the "star-level salesman".

On the eve of 618, Austin Li mentioned that this year's 618 promotion is the most difficult, but he must push himself in the difficulty to see what he can bring to users.

Austin Li's judgment reflects the dilemma faced by the top anchors from the side. According to Qingyan data, on the first day of the 618 pre-sale this year, Li Jiaqi's beauty live broadcast achieved a GMV of about 2.6 billion yuan, but it was 46% lower than the nearly 5 billion yuan in the same period last year.

In addition, according to Feigua data, in the live broadcast of the 618 promotion on June 16, the transaction volume of several top anchors of Douyin, such as Guangdong Couple, Qi'er, and Pan Yurun, was 61.14 million yuan, 12.923 million yuan, and 6.748 million yuan, respectively, down 86.4%, 88.46%, and 77% from the same period in 2023.

Compared with previous years, the sales volume of top anchors has declined.

Online 618 Beauty Rankings

During this year's 618, the industry and the outside world fell into an unprecedented silence. The platform extended the time and streamlined the gameplay, but still failed to arouse the interest of merchants and consumers. There was no battle report, no order sharing, and 618 came to an end in solitude.

According to Star Chart data, during this year's 618, the cumulative sales of comprehensive e-commerce platforms and live broadcast platforms were 742.8 billion yuan, a slight decline compared with the same period last year. Among them, the total GMV of the two major categories of beauty and skin care and perfume and makeup was 35.2 billion yuan, a year-on-year decrease of 13.3%.

We found that although the overall market performance was not ideal, some beauty brands also broke through during this year's 618.

For example, in the "618 Goods Festival Brand Carrying List" released by Video Account at 12:00 on June 19, Perfect Diary broke into the TOP50 of the list, ranking 20th with a heat value of 180 million;

On the Tmall platform, Proya and Caitang surpassed international brands and became the "new king" on the Tmall platform;

On the Douyin platform, Hansu and Proya also grew against the trend, leading local beauty brands to climb to a high position.

In this regard, we analyzed the performance of beauty brands on various platforms during this year's 618 promotion.

Part 01: Tmall Skin Care List

1. Proya topped the list for the first time. From 2021 to 2023, L'Oreal was the top of the Tmall skincare list, but this year, Proya won the championship and L'Oreal fell to third place.

2. The advantage of international brands is obvious, and SkinCeuticals is on the list for the first time. Although Proya took the top spot, the other four seats were occupied by international brands. Lancome, L'Oreal and Estee Lauder are "victorious generals" and have been on the Tmall 618 skincare brand top 5 list for many years. However, this year SkinCeuticals replaced Olay and became a new face on the list.

3. The trend of high-end is obvious. As can be seen from the list, during this year's 618, the average price of Proya and L'Oreal products was more than 200 yuan, and the average price of other brands' products was more than 500 yuan. Tmall maintained its consistent high-end positioning.

Part 02: Tmall Cosmetics and Perfume List

1. Caitang becomes the new "leader" of domestic cosmetics. During the 618 period last year, Huaxizi ranked fourth on the TOP5 list and became the only domestic cosmetics brand on the list.

But this year, Huaxizi disappeared, and another domestic cosmetics brand Caitang became TOP1, not only leading domestic cosmetics, but also comparable to international brands.

2. Yves Saint Laurent is the "victorious general". Although Yves Saint Laurent is only ranked second, it has always been on the TOP5 list since 2021 and has never fallen off the list. In 2022, it even topped the list. Other brands such as Estee Lauder and Clé de Peau Beauté appear and disappear from time to time.

Part 03: Tik Tok Skin Care List

1. KANS counterattacks and ranks first, and domestic products rush to the top. According to the Douyin 618 skin care brand TOP10, KANS rushed to the top of the list against the trend, up 6 places from the same period last year; PROYA followed closely, up 3 places. This is also the first time that a domestic brand has reached a high position in recent years. In 2022 and 2023, the top two Douyin skin care brands were occupied by international brands such as Estee Lauder, Helena, and Hou.

2. International brands account for 70%. Although the high position was lost, during this year's 618, international brands still performed strongly on Douyin, with a total of 7 major brands on the list.

However, on the Douyin skin care TOP20 list, the gap between domestic brands and international brands narrowed, with the number of brands on the list being 9:11.

3. Japanese makeup fell sharply. In the same period last year, SK-II beat L'Oreal Paris and Olay and ranked 8th. This year on 618, L’Oreal and Olay are both on the list, but SK-II has dropped to 16th place, becoming the only Japanese skincare brand to make it to the TOP20 list.

Part 04: Douyin Cosmetics and Perfume List

1. Total GMV exceeds 775 million yuan. According to a third-party data agency, from May 24 to June 18 at 23:59, the total sales of the TOP10 brands of Douyin cosmetics and perfumes were approximately between 575 million and 775 million+.

Among them, the GMV of the two major brands, Hua Xizi and YSL, exceeded 100 million, becoming the two "leaders". However, compared with the same period last year, the increase in this data performance is not obvious.

2. Local brands overwhelm international brands. Among the TOP10 brands of Douyin cosmetics and perfumes, local brands occupy 7 seats, and only 3 international brands are on the list.

At the same time, except for YSL ranked TOP2, the rest of the high positions were taken by domestic brands. In addition, the local cosmetics brand Hua Xizi once again topped the list;

3. "Douyin brands" are declining, and it is more difficult for new brands to "go out of the circle". In this year's Douyin 618 cosmetics and perfume brands TOP20 list, only VC, a "Douyin brand", was on the list, ranking 17th, down 15 places year-on-year.

However, it is worth noting that most of the brands on the list this year are well-known, with only puco ranked 14th and Yuetong ranked 19th being the two new brands that have entered the list.

Part 05: Douyin Beauty Equipment List

1. Jmoon topped the list. During the 618 shopping festival this year, Jmoon topped the Douyin beauty equipment list with a GMV of over 100 million, rising one place compared to last year. Yaman, which won the championship for two consecutive years, only ranked third this year.

2. Rapid iteration. Among the top 10 brands on the list, there are many new faces, such as Meidi Qiufu and Huazhi, both of which appeared in the Douyin 618 beauty and skin care TOP10 list for the first time. The two major brands, Miguang and DJM, fell to 15th and 16th this year, and OGP Guangshi, which was ranked 7th last year, fell out of the TOP20 list this year.

Part 06: Kuaishou Skin Care List

1. Domestic brands "swept" the TOP10. Last year's 618, three foreign brands, L'Oreal, KOMO and Sulwhasoo, were on the list, but this year, the top ten places on the list are all occupied by domestic brands. Among the TOP20, only KOMO ranked 17th, becoming the only foreign brand on the list.

2. The total GMV of the TOP10 fell by 37%. According to a third-party data agency, this year, the total GMV of the TOP10 brands was 462 million yuan, a year-on-year decrease of 37%. Among them, the sales of the two brands, Maruzhen and Guyu, exceeded 50 million, leading by a "cliff-like" margin.

3. "Fast brands" dominate. In addition to Guyu and OSM, the other eight brands that made it to the Kuaishou 618 skin care brand list this year are all "fast brands", and Maruzhen, which ranks first, is no exception. The situation where fast brands, international brands and domestic brands competed on the same stage last year has disappeared.

Part 07: Kuaishou Cosmetics and Perfume List

1. Love Fire is promoted to the first place. In this year's 618, Love Fire surpassed Hua Xizi and topped the list. Compared with the same period last year, Love Fire rose by 4 places. Last year's No. 1, Zi Se, fell to the third place this year.

2. Korean cosmetics have become popular. Last year, the only Korean brand on the 618 list was Aekyung Top 20, but this year, Aekyung, Heyan, and Ohui Korean brands are all on the list. And Clé de Peau Beauté, which was on the list last year, also fell from the TOP10, "making way" for Korean cosmetics.

Part 08：Video account Skin Care and Makeup List

1. Perfect Diary "exclusively" enters Video Account. This year, Video Account participated in the 618 promotion for the first time. According to the "Top 50 Brand Cargo List" released by Video Account, only Perfect Diary was on the list among beauty brands. On June 19, Perfect Diary's heat value basically remained at 180 million, and its ranking fluctuated between 20th and 22nd.

2. Beauty accounts accounted for 38%. The 618 cargo list released by Video Account shows that as of press time, there are about 19 beauty-related accounts among the 50 accounts on the list. Among them, "Mao Qiqi Dailaixi" ranks second in the overall list and first in beauty-related accounts. In addition, Perfect Diary and Beijing Union Medical College's self-developed brand "Jingjing Flagship Store" are all on the list.