Big-name beauty broke out, still in Tmall.
Double 11 is still the permanent battlefield of beauty brands.
At 8 o’clock on the evening of October 21st, Tmall double 11 officially went on sale in 2024, and the brand goods broke out at the beginning.The turnover of 174 brands exceeded 100 million, the turnover growth rate of over 12,000 brands exceeded 100%, and the growth rate of nearly 6,000 brands exceeded 500%.
Among them, the international brands of beauty and skin care grew strongly. After 4 hours of sale, Tmall Beauty has reached 40 brands. After 10 minutes of sale, international brands such as L ‘Oré al, Lancome, Sherrico, Estee Lauder, helena rubinstein, and Mystery of Sea Blue sold over 100 million yuan.
At the same time, domestic beauty products performed brilliantly, and Polaiya broke through 100 million yuan in five minutes. Shuguang and Lin Qingxuan entered the "100 million yuan club" for the first time.
Compared with last year’s double 11, this year’s beauty battlefield, the number and ranking of international big names have increased.
Take luxury beauty brand CPB as an example. Tmall Beauty No.21 broke through 100 million in 5 minutes, and the sales for 4 hours increased by nearly 70% compared with last year. Xiulike was the first to buy nearly 700 million in the first four hours on the 21st, ranking Top5 in beauty cosmetics as a whole. While increasing continuously, the growth rate still exceeded 10% compared with last year.
Previously, there were many opinions that the e-commerce market has entered the stock competition, and "volume price" has become a compulsory course for brands, and brands with lower commodity prices occupy the market advantage. However, this year, Tmall double 11’s big-name beauty cosmetics have grown rapidly, which contradicts the previous market cognition that "low price is king".
It can be seen that high-buyers still have abundant demand for big-name beauty products. What is important is how to continuously launch products that meet consumers’ expectations. In the current market environment, Tmall has found multiple solutions to help beauty brands "explode".

Double strength of international domestic products:
The second echelon commodity "rises by taking advantage of the situation"
Pre-sale data so far show that in this year’s Tmall double 11, many international brands have become more explosive.
This phenomenon has already begun to appear in the pre-sale. According to the industry media "Future Trace" statistics,In 2024, compared with 2023, the number of seats of international brands in the TOP20 of double 11 Tmall Beauty Pre-sale List rose from 10 to 15.
According to the "First Day Transaction List of Tmall Beauty", on the first day of sale, Polaiya, L ‘Oré al Paris and Lancome were separated from the third place in the championship.

In terms of domestic brands, the domestic black horse Youshiyan broke through 100 million in the first 30 minutes before the first purchase on the evening of the 21st, and broke through 200 million in the first four hours, ranking among the domestic brands Top5. This year, Youshiyan double 11 entered the Top20 of Tmall Beauty for the first time.
It is worth mentioning that this year, the beauty brand has completed the outbreak faster. Polaiya, the top seller of domestic products, still ranked at Top1 on the first day of the first purchase of Tmall Beauty No.21, breaking through 100 million yuan faster than before, breaking through 100 million yuan in 3 minutes, and breaking through 1 billion yuan in the first 4 hours, which is as high as 500 compared with the daily sales explosion coefficient.
Super items and new products have seized the category mind in Tmall, which has made great contributions to the achievements of these brands.
As early as this year before double 11, super items such as Formica Collagen Stick, helena rubinstein Black Bandage Cream, Sherrico AGE Cream and L ‘Oré al Bose-in-Ampere Mask were already familiar to consumers.
On the first day of Tmall double 11’s official sale, among the top 1,000 items in terms of beauty turnover, 395 items were new, an increase of 72% over the same period last year.
Take Polaiya’s trump card ruby cream as an example. This year, Tmall double 11, the first day of this single product transaction exceeded 200 million. The brand that focuses on repairing the track can be fumei and continues to benefit from super single products. The sales of popular explosive collagen rods are ranked in the liquid essence category Top1, and GMV will break through 100 million after a single link of 20 minutes.
The rise of "second-echelon super single product" is one of the key reasons why many beauty brands have completed the advanced outbreak in Tmall double 11 this year.
This concept was put forward by Tmall at the TopTalk Business Strategy Conference in April this year. It means that in addition to a super explosive product, many flagship stores can also play the second, third or even more explosive products by upgrading their product strategies.
As soon as Tmall double 11 went on sale this year, the "second-echelon super single product" of Fumei also followed the super single product and broke out. In March, the GMV of the newly listed focus cream exceeded 10 million in 15 minutes, and the first-day sales exceeded the full cycle of this year’s 618, which drove the business growth of brand-new categories.
Coincidentally, this year, Tmall double 11, a domestic black horse, Youshiyan’s black gravity series of single products and sets of double combinations also detonated the brand’s second echelon product curve, in which the newly upgraded black gravity cream broke through 10 million in the first 10 minutes, and the cream essence set was sold out on the first day.

Behind the beauty explosion:
Activated "high-buying crowd"
Every cause has its consequences. A careful analysis of the reasons for the collective realization of beauty brands in double 11 this year shows that Tmall’s various abilities have effectively contributed to this result.
At the 2024 Tmall double 11 conference, Xiu Xun, general manager of 88VIP business of Taotian Group, revealed that in the past year,Taobao 88VIP continued to maintain double-digit growth. After 00, the number of users increased by 67% year-on-year, and the membership scale exceeded 42 million, making it the largest e-commerce paying member in China.
The growing scale of 88VIP also means that Taobao is continuing to gather leading high-purchasers, and high-purchasers are also keen to place orders with Tmall.
At present, one in every 10 people in first-tier cities is 88VIP. This group of consumers with strong spending power prefer branded goods, which is the biggest power source for the beauty brand to break out. The data shows that in the past year, the scale of 88VIP annual cooperative brands increased by more than 300% year-on-year, and more than half of the business of head brands was contributed by 88VIP.
It is worth mentioning that this year, in double 11, 88VIP coupons have ushered in a new way of playing, and the number of coupons that each person can receive has also increased to four, which is helpful to activate this group of eager high-purchasers.
At the same time, 88VIP has gathered high-buyers, and whenever it is promoted, the brand will blossom in Tmall’s private domain construction. It is reported that in double 11 this year, the number of CPB members increased by more than half year-on-year, and the contribution of members in the first 30 minutes exceeded 100 million. On the first day, the members of Youshiyan’s store contributed nearly 100 million yuan, the highest amount in a single day in brand history.
In addition, Taobao Live is advocating the "quality live broadcast" mode of "professional anchor+quality pallet", which is increasingly compatible with beauty brands.
Jia Luo, vice president of Ali Group and president of Tmall Business Department, said earlier that in the context of current live e-commerce, the characteristics of the head anchor of Amoy are gradually emerging, and the growth is very good.
Jia Luo mentioned that at the present stage of the development of live e-commerce, the anchor who can introduce the goods professionally can truly reach a stable repurchase relationship with consumers and form a stable purchase visit.
It is for this reason that the steady live broadcast of Taobao still gains the support of consumers in double 11.
According to the blue eye information of the vertical media, on October 14th, there were 391 beauty products on the shelves in the live broadcast room in Li Jiaqi, involving 144 brands. Among them, 52 are domestic brands, accounting for 36.11%. The number of products with GMV exceeding 10 million in this live broadcast reached 259, an increase of 21.6% compared with last year; At the same time, the number of brands with GMV exceeding 100 million has reached 21, achieving an increase of 16.7%.
Tmall’s live broadcast in stores has been developing steadily since double 11 began to show a growing trend last year. Since double 11 this year, the domestic beauty brand Polaiya, which ranks first in Tmall’s sales, not only has a rich talent matrix in Tmall, but also has a live broadcast of more than 800 million people with multiple echelons; The store broadcast side also made steady efforts, ranking Top1 in a single day.

Long-term layout:
Tmall seeks growth for beauty brands.
All kinds of signs indicate that behind the explosion of beauty brands in double 11 this year, it is inseparable from a complete product matrix and strategy. It is not an overnight success to be able to launch goods that are favored by consumers.
In the face of a highly involuted industry competition environment, in April this year, the key word at the Tmall TopTalk conference was "all-round brand growth", which made suggestions for brand growth. Looking back, we can also see the correctness of Tmall’s brand growth layout at that time. From the perspective of beauty category alone, these new market solutions have brought the brand a comprehensive victory from mind to market.
At that time, Tmall said that the FMCG industry would invest resources in the whole link, provide a more certain traffic mechanism, focus on creating 2 billion new products and exploding 2,000 super new products. In addition, in terms of creating super single products, Tmall FMCG focuses on the hierarchical operation of the main product matrix, focusing on creating 1000 sub-head super single products, transforming the brand product matrix from "one super" to "how strong".
At the Tmall TopTalk conference, Mu Shan, general manager of the fast-moving consumer goods division of Taotian Group, said that brand super items will age and decrease efficiency, so it is necessary to let more potential second-tier super items run out.
In addition, in order to improve the long-term operating efficiency of the brand, Tmall announced at that time that Tmall would soon disappear.Upgrade the "daily sales+big promotion" dual-core operation system, and the new crowd tag 3.0 will be divided from the past in terms of user needs and efficacy to the demand division of vertical scenes with goods superimposed.More insights combine content with product supply and operation means to find new points for the brand.
In double 11 this year, the long-term layout of Tmall is showing results, and the beauty brand has the ability to grow steadily in Tmall.
Unlike the content platform, which is suitable for pushing a single explosive product, Tmall is more tolerant of consumers’ personalized needs, and brands can practice more advanced product strategies in Tmall flagship store: they have the opportunity to launch more abundant new products, explode more super items, and seize the category mind to lay a long-term advantage.
This year’s record of beauty brands in double 11 also proves that there is no conflict between the promotion and the Japanese sales, and the Japanese sales have played a very good role in planting grass, but have promoted the sales during the promotion period.
"Since the beginning of this year, the proportion of Japanese sales business has exceeded 40%, which is unprecedented." Zong Guoning, general manager of L ‘Oré al Paris brand, said at the Golden Makeup Awards. It is reported that in 2023, the daily sales ratio of L ‘Oré al Paris was 28%, and by 2024, this ratio had risen to 44%.
After the launch of Tmall double 11 this year, the turnover of L ‘Oreal in 10 minutes exceeded 100 million yuan.
This year, in double 11, Tmall stated that it would satisfy consumers with "good quality and good price", and merchants were liberated from the price war, and their business enthusiasm was greatly improved. From the outbreak of beauty category, we can see that we can win the favor of consumers without pursuing absolute low prices. In this battle without smoke, beauty brands have not only gained a surge in sales, but also planted a deep brand imprint in consumers’ hearts, and bloomed more vigorously.
Text/Zhang Wei
edit|Wan Qingcheng


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