Sales Analysis of China's Men's Cosmetics Market
2024-12-21
Data from Magic Mirror Market Intelligence shows that during the May 2023 MAT (June 2022 - May 2023) rolling year period, the total sales of men's cosmetics on the Taobao Tmall, JD.com, and Douyin platforms exceeded 7.7 billion yuan.
Among them, Taobao Tmall sold 48.481 million units of men's cosmetics, totaling 5.084 billion yuan, with an average price of 105.51 yuan; on the JD.com platform,
the average price of men's cosmetics was less than one hundred, at 99.5 yuan, with sales of 18.991 million units, totaling 1.89 billion yuan;
while Douyin's average price for men's cosmetics was lower than the previous two platforms, at 69.2 yuan, with a total of 11.321 million products sold, and a total sales amount of 783 million yuan.
Looking solely at sales, compared to Taobao Tmall, brands' "fighting power" on JD.com is slightly weaker.
The threshold for the top 10 on the former is over 91 million yuan, and the proportion of brands with sales exceeding 100 million yuan reaches 80%;
the threshold for the top 10 on the latter is 48.346 million yuan, with brands exceeding 100 million yuan in sales accounting for only 30%.
Taking L'Oréal as an example, it ranks first on both platforms, but the total sales amount differs by 245 million yuan.
To a certain extent, the Taobao Tmall platform remains the main battleground for men to purchase cosmetics.
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