TikTok Shop 美妆个护行业报告

Investment Rating - The report indicates a strong investment opportunity in the cosmetics and skincare category on TikTok Shop, particularly highlighting the growth potential in the U.S. market and Southeast Asia [97]. Core Insights - The cosmetics and skincare category has consistently ranked as the top-performing segment on TikTok Shop, with Thailand leading in GMV, while the U.S. has become the fastest-growing market [97]. - The report emphasizes the significant growth in the number of small shops, influencers, and live streaming content in the U.S., indicating a competitive yet opportunity-rich environment [12][97]. - Price segmentation shows that developing countries have a higher concentration of sales in the $0-10 range, while developed markets like the U.S. and U.K. see higher sales in the$20-30 range [97]. Summary by Sections Main Market: Performance and Trends - The cosmetics and skincare category has maintained a leading position in TikTok e-commerce, with GMV consistently ranking at the top [8]. - The U.S. market has shown strong growth, becoming the highest GMV market, while Thailand and Vietnam also performed well [10][12]. U.S. Market Analysis - The U.S. market has experienced explosive growth in live commerce, with significant increases in the number of shops and influencers [12]. - The top-performing products in the U.S. market include nose and oral care items, with a notable interest in skincare and makeup [28][30]. Thailand Market Analysis - Thailand's cosmetics and skincare GMV accounts for approximately 25% of TikTok Shop's overall GMV, with a preference for makeup and perfumes among consumers [44][46]. - The top shops in Thailand are predominantly local, with a strong focus on cosmetics and skincare sales [48]. Indonesia Market Analysis - Indonesia's cosmetics and skincare segment has shown resilience post-ban, with GMV exceeding pre-ban levels [62]. - The market is characterized by a preference for skincare products, particularly those with sun protection and moisturizing properties [64]. Vietnam Market Analysis - In Vietnam, the cosmetics and skincare category accounts for 22% of the total GMV, with a year-on-year growth of 85% [80]. - Consumers in Vietnam show a strong preference for skincare products, focusing on skin issues and care [82]. Conclusion - The report concludes that the cosmetics and skincare category on TikTok Shop presents significant investment opportunities, particularly in the U.S. and Southeast Asia, driven by consumer preferences and market dynamics [97].