"double eleven" national carnival, many cosmetics brands in which several laugh at the end? The disclosure of Taobao monitoring tool data cube days before data may give the answer. Data show that AFU oil, beauty, Royal mud square, L’OREAL, OLAY, 100, Niu Er, Taobao, Estee Lauder (72.86, -0.81, -1.10%), Chinese Materia Medica "double eleven" in this year’s Tmall cosmetics sales before ten.
Nandu reporter noted that, compared with last year’s "double eleven" data, a native of the Amoy brand performance better than last year, and some foreign cosmetics, especially some high-end foreign brands ranking fell significantly. Expert analysis means that this is the result of online, offline conflict, some cosmetics return to rational promotion.
, according to incomplete statistics, this year the "double eleven" platform, Tmall cosmetics category sales of more than 520 million, an increase of 67% over last year’s 310 million. Local Amoy brand sales as a whole better than last year, this year’s Tmall double eleven cosmetics to promote a major feature. And the overall situation of the local Amoy brand for the better, foreign cosmetics in this year’s record differentiation.
AFU surpass Estee Lauder ranked first
local Amoy brand sales as a whole better than last year, this year’s Tmall double eleven cosmetics to promote a major feature. In AFU, for example, this in 2012, double eleven Tmall sales list in the top third brands, this year has leapt to the first. Its 2012 turnover of 24 million 870 thousand yuan, turnover has reached as high as $48 million 840 thousand this year, the number of traded goods in 2012 of 290 thousand, in 2013 was $228 thousand, the number of transactions from the rapid rise in the number of years in 2012 to 350 thousand of the number of 468 thousand. The indicators were significantly better than in 2012.
another Amoy brand Royal mud square, although ranking from second in 2012 dropped to third, but its turnover this year, the number of traded goods and the number of transactions is significantly better than in 2012. Last year, the Royal Square mud "double eleven big promotion day a total turnover of 27 million 900 thousand yuan, turnover of commodity number 219 thousand, turnover number 310 thousand; by 2013, the three indicators of data has increased to $36 million 170 thousand, 600 thousand, 450 thousand.
high-end foreign brands fell public higher
and local Amoy brand overall situation for the better, foreign cosmetics in this year’s record differentiation. Estee Lauder’s 2012 "double eleven day to grab the high-end imported cosmetics sales of the first, but in 2013, its ranking fell to ninth fast, almost fell out of the top ten. Data show that double eleven on the same day, only 58 thousand people to buy a 108 thousand IELTS Lauder products, turnover of $21 million 930 thousand. Last year, IELTS Lauder turnover was as high as 28 million 70 thousand, a total of 80 thousand users sold a total of 115 thousand Estee Lauder cosmetics in the day.
compared to the public orientation