青眼數據:天貓美粧5月同比增長69.2%,為電商平台第一
618大促進行時,各平台的相關數據陸續出爐。
來自青眼的數據顯示,5月淘寶天貓美粧銷售額(減去退貨後的最終成交金額)同比增長69.2%,環比增長40.9%,為主流電商平台增速第一,遠超其他平台。
具體來看,整個5月天貓美粧破億品牌達48個,去年同期為15個,同比增長68.8%。且入圍TOP20的品牌均實現了同比和環比至少雙位數增長,呈現出強勢的增長勢頭。

據公開報道,今年天貓618期間,品牌破億速度越來越快。開賣不到20分鐘,珀萊雅、蘭蔻就已雙雙破億。
珀萊雅依舊穩居C位。青眼數據顯示,近半年來,珀萊雅始終保持着同比正增長,5月增速達到708%,創近一年增速新高。
國貨品牌在這個5月徹底迎來爆發。從青眼數據看,5月淘系國貨美粧破億品牌達17個,相比去年的7個有大幅增加。

珀萊雅集團旗下彩粧品牌彩棠,5月銷售額也實現破億,同比增速同樣迎來一年來的最高值。天貓618美粧榜單顯示,彩棠已躍升成為彩粧類目TOP1,而這,也是國貨彩粧品牌第一次成為類目冠軍。
此外,可復美5月同比增長超10倍,整個5月單是膠原棒的銷售額就近1.8億元。據悉,天貓618期間,可復美膠原棒熱銷已超過60萬件。
而主打"以油養膚"的國產品牌林清軒,聚焦抗衰領域的"眼部護理專家"丸美,以及韓束、薇諾娜、自然堂、HBN、歐詩漫等國貨品牌,均在5月表現亮眼,同比至少雙位數以上的增長。
天貓作為美粧品牌主陣地,有着風向標的作用。此次5月的數據,也無疑為美粧行業打了一針強心劑。
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