Beauty Brands Shine in 2024 Double 11 Sales

During the 2024 Double 11 shopping festival, the total online sales increased by 27% year-on-year,

with all three major mainstream platforms achieving double-digit growth in beauty sales,

and Tmall's beauty and health care sales exceeded expectations. According to Xingtu Data,

the total sales for the "Double 11" event in 2024 across the entire network (including both comprehensive e-commerce and live-streaming e-commerce) reached 1.4418 trillion yuan,

a year-on-year increase of 26.6%; among them, the sales of comprehensive e-commerce platforms were 1.1093 trillion yuan, a year-on-year increase of 20.1%,

with a growth rate increase of 21.2 percentage points year-on-year, with Tmall, JD.com, and Pinduoduo ranking in the top three for sales;

live-streaming e-commerce platform sales were 332.5 billion yuan, a year-on-year increase of 54.6%, with a growth rate increase of 36.0 percentage points year-on-year,

with Douyin, Kuaishou, and DianTao ranking in the top three for sales. Looking at the categories,

home appliances and mobile digital products showed high growth rates boosted by government subsidies,

with personal care and beauty sales increasing by 22.5% year-on-year; within personal care and beauty, 1) skincare category: Tmall platform GMV increased by 27% year-on-year,

Douyin GMV increased by 31.7% year-on-year, and JD.com GMV increased by 14.9% year-on-year; 2) makeup category: Tmall platform GMV increased by 38.6% year-on-year,

Douyin GMV increased by 12.9% year-on-year, and JD.com GMV increased by 11.3% year-on-year.

There is a divergence in the participation of beauty brand activities, with foreign top brands still possessing strong competitiveness, and the Matthew effect of domestic top brands is highlighted.