Facial masks topped the list of all imported cosmetics sold during China’s 11.11 festival.
This year’s Double 11 GMV at Tmall reached RMB 213.5 billion (USD 30.69 billion). The most popular imported brands are Swisse, KAO, moony, Aptamil and Dr. Ci:Labo. The most popular imported goods are health food, facial mask, facial essence, milk powder and paper diaper. Double 11 sales volume at Tmall from 2014-2018 is as follows:
As of noon on November 11th, there were 167 brands with sales exceeding RMB100 million, including 29 beauty and personal care brands, such as Olay, L'Oreal, Estee Lauder, etc. Domestic brands include Pechoin, Chando, etc. 18 were foreign brands showing that foreign brands still occupy a dominant position.
High-end Cosmetics with Great Market Potential
During 2018 Double Eleven Day, La Mer launched a 15ml cream which is half the volume of the previous one, making many young consumers eager to try. La Mer’s limited edition cream selling for RMB 1,720 (USD 247) was sold out in the first hour of Double Eleven. In the first 8 hours, Lancome Tonique Confort sold 300,000 bottles. OLAY White Radiance Light Perfecting Essence sold nearly one million bottles during Double Eleven.
Creative Make-ups are Well Liked by Young Consumers
Creative make-ups jointly designed by cosmetic and food brands proved to be a big hit amongst Chinese consumers. In the first half an hour of Double Eleven, 20,000 pieces of co-branded cushion compacts of Chando and Wang Zai (a Chinese food brand) sold out. Early on Sep 20 this year, 920 co-branded milk-flavored lipsticks of Maxam and White Rabbit (Chinese candy brand) sold out on Tmall in half a second.
Other e-commerce platforms such as Jingdong (GMV reached RMB150.8 billion), NetEase Kaola, Suning also recorded record breaking sales. In the first hour of Double Eleven, the overall sales of Jingdong Beauty was 4 times that of the same period last year. The sales of men's makeup remover was 4.5 times and men's facial essence was 4 times that of the same period of last year.
Problems Occurred during Double Eleven
Complex incentives and special offers
The price reduction activities of some products were complicated. And the product specifications, the number of pieces and gifts were hard to clarify. The sales prices also confused consumers. Take Curel’s moisturizer as an example, it was sold in its self-operated Tmall flagship store, Tmall International Direct Sales Store and Cosmo oversea flagship store, with retail prices that differed by as much as 10 to 30 yuan.
Some online stores demonstrated a high density of transactions within a certain period of time on certain product lines. Some of this activity has been shown to be attributable to fake transactions designed to increase product sales data and boost ratings.
Poor after-sales service
Due to the large volume of orders, there were problems associated with returns and change of address.
Read new consumption hot spots revealed by 11.11 data here.
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