Double Eleven War： China’s beauty market ushered in changes, and giant brands encountered challenges and sought new growth points.

Big-name cosmetics brands have experienced a decline in sales. Estee Lauder, Shiseido, L ‘Oreal, Procter & Gamble, Kao and other big-name cosmetics brands all experienced different degrees of performance decline in the third quarter financial report. It is understood that the poor performance of China market is the main reason for the decline of these brands’ performance, and the price war of e-commerce channels is also one of the major reasons. During double 11, Proya (603605) beat L ‘Oré al to the top, while Winona, Ou Shiman and Nature Hall left Estee Lauder, SK-II, Kiehl’s and Deco behind. The behavior of "self-degradation" of big-name cosmetics is also frequently controversial. YSL, a high-end brand of L ‘Oreal, entered a live broadcast room of a head anchor and was criticized by consumers as "too low". In addition, multinational cosmetic companies are also planning to bring higher-end products into the China market and make efforts in the field of medical beauty. Despite the decline in performance, China market is still its most important overseas market, so these brands will accelerate their business transformation and achieve sustainable growth and profitability.

Look at the investment jokes and relax:

The cosmetics market is very lively, and brands are also stepping up their transformation. Estee Lauder, SK-II and other big names have "devalued themselves", and upstarts such as Polaiya have won the top spot in the market. E-commerce channels have also joined the price war, and the market is even hotter. However, multinational companies are planning to bring higher-end products into the China market, and at the same time, make efforts in the field of medical beauty. Players in the cosmetics market are trying their best to attract the attention of consumers in China.

Hexun self-selected stock writer

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