In this issue, we mainly share the pre-sale data of this year's 618 Jingdong beauty and personal care categories, including facial skin care, perfume and makeup, and men's facial skin care categories.
-Facial Skincare-
In 618 this year, the cumulative pre-sales of facial skin care categories in JD.com reached 1.3 million pieces, and the pre-sales volume reached 1.3 billion yuan. During the pre-sale period, the average price of skin care categories was about 1010 yuan. During the period, there were about 381 hot-selling brands and 500 hot-selling stores, which is an industry with a large scale of brands and stores involved during this year's pre-sale period.
The TOP10 brand pre-sale list is as follows: Proya (16.1%), Helena (11.4%), Estée Lauder (5.2%), Kiehl's (5.2%), Lancôme (4%), Decorte (3.4%), Olay (3.3%), SK-II (3.3%), Key to the Skin (3.2%), Shiseido (2.7%). In terms of pre-sales, Helena is far ahead of other brands.
(*Ranking sorted by pre-sale volume, 20 places in total)
Among the popular pre-sale items, Proya accounts for the vast majority. In terms of product type, the better sales of facial essences are Proya Double Anti-Serum and Helena HR Green Bottle Essence; The better sales in facial cleansing are Friefons amino acid cleanser and CPB cleansing cream; Among the basic skin care "water creams", the better sales are SK-II Fairy Water, IPSA Flowing Gold Water, Proya Source Force Cream, Helena HR Black Bandage Cream; Among the masks, there are mainly Proya chlorella mask, Ximuyuan camellia soothing mask, etc.
-Perfume makeup-
In 618 this year, the cumulative pre-sale volume of perfume and makeup in Jingdong reached 220,000 pieces, and the pre-sale volume reached 110 million yuan. During the pre-sale period, the average price of perfume and makeup categories was about 496 yuan. During the period, there were about 158 best-selling brands and 155 hot-selling stores.
The TOP10 brand pre-sale list is as follows: Saint Laurent (15.8%), Key to the Skin (13%), Mei Kefi (12.2%), NARS (8.6%), Armani (8%), Shu Uemura (4.9%), Estée Lauder (3.8%), Lancôme (3.5%), Princess Bing (3.4%), Versace (2.9%).
(*Ranking sorted by pre-sale volume, 20 places in total)
The popular lipstick products in the pre-sale hot products include YSL black tube lip stain and Armani red tube; Base makeup products include CPB Long Tube Isolation, NARS Streamer Beauty Powder, Skin Key Diamond Light Square Air Cushion, Lancôme Holding Makeup Foundation, Estée Lauder DW Holding Makeup Foundation, NARS Super Square Bottle, etc.; Setting products include Hideha Uemura Holding Spray, Givenchy Four Grid Loose Powder; Perfume products include Lanfan Guangyun Women, Hermès Land Men, Versace Classic Woody Men's Scent, etc.
-Men's Facial Skincare-
This year, 618, the cumulative pre-sale volume of men's facial skin care in Jingdong reached 130,000 pieces, and the pre-sale amount reached 30 million yuan. During the pre-sale period, the average price of men's skin care categories was about 220 yuan. During the period, there were about 41 best-selling brands and 57 hot-selling stores.
The TOP10 brand pre-sale list is as follows: Gillette (41.6%), L'Oréal (23.4%), Nivea (20.6%), Biotherm (7.6%), Kiehl's (4%), Nature Hall (0.6%), Man Shouleton (0.4%), Flower Print (0.3%), Kogan (0.3%), SK-II (0.2%).
(*Ranking sorted by pre-sale volume, 20 places in total)
The main contribution product types in men's skin care products are facial cleansers, including L'Oréal's oil-controlled charcoal facial cleanser and Nivea men's facial cleanser; and manual razors, mostly from the Gillette brand.
The above data are all from the "Jingdong 618 pre-sale data" section of Whale Staff, if you have pre-sale data needs, welcome to search "Whale Staff E-commerce Data", or directly comment on messages and private messages (can also interface docking) ~