第 1页 共 6页 2025 年度视频号电商生态洞察-友望数据 一、研究背景评估 二、范围与边界确认 三、核心摘要提炼 四、关键数据抓取与呈现 五、风险与机遇诊断 第 2页 共 6页 一、研究背景评估 | 项目 | 说明 | | --- | --- | | 研究机构 | 友望数据（果集旗下社交媒体数据分析平台） | | | 专注于视频号、抖音、小红书等平台的数据监测与营销洞察。 | | | 1. 数据监测能力：友望数据是专业的社交媒体数据分析工具，长期追踪视频号生态，具备稳定的数据采集与建 模能力。 | | 权威性说明 | 2. 平台专注度：报告聚焦视频号电商，对平台规则、主播生态、品类趋势有较深理解。 | | | 3. 行业认可：果集作为社交媒体全链路服务商，旗下产品在业内有一定知名度，报告被品牌和从业者参考。 | | | 4. 免责声明：报告明确数据非平台全量数据，已脱敏处理，表明数据来源为第三方监测，权威性中等但可信度 | | | 较高。 | | 样本数量 | - 活跃主播：1 年内发布过 10 条视频或 10 场带货直播的部分主播。 | | | - 动销商品/小店/品牌：仅统计有产生销量的视频、直播数 ...

2025年以来，中国美妆行业迎来一场久违的资本竞速赛。 林清轩、HBN、半亩花田、自然堂、植物医生等一众国货美妆品牌密集递交招股书，甚至是已经上市的老牌国货美妆品牌珀莱雅、丸美生物亦向 港交所发起冲刺。 表面上看这是国货美妆集体爆发的"高光时刻"。 但透过厚重的招股书与财报数据，却能嗅到一股强烈的行业焦虑：线上流量红利见顶，"买量换增长"的边际效益逐渐递减。 面对这一增长瓶颈，向实体零售要增量成为破局的共识。以HBN、半亩花田等为代表的新锐国货品牌正急于抢抓IPO的时间窗口，试图募资"弹 药"大举加码线下市场，通过在一二线核心商圈铺设直营专柜、快闪店与精品店，构建起更重的资产壁垒。 而在新锐势力"线下"的攻势面前，那些原本拥有庞大实体分销网络的老牌美妆巨头正面临更多挑战。 面对传统客流被分流的压力，老牌巨头们被迫走出渠道舒适区，加速在美团、京东秒送等"即时零售"新业态中寻找增量以图反击，试图用数字化 网络重新激活厚重的线下基本盘。 这种触达路径的根本性颠覆，让那些原本难以攻入核心商圈的新锐国货可以绕过巨头，在直播间的聚光灯下获得一条足以"弯道超车"的黄金赛 道。 正是在这一时期，国货美妆品牌纷纷崛起。 以HB ...

Core Insights - The upcoming Valentine's Day has led to a surge in consumer demand for gifting, particularly in the beauty sector, which is seen as a key medium for expressing emotions and intentions [1][5] - Kuaishou E-commerce is launching a themed campaign titled "New Spring, New Look, Big Brand Gifts for Loved Ones" from February 7 to 14, featuring various promotions and live-streaming events with major beauty brands [1][5] Group 1: Campaign Details - The campaign includes participation from numerous beauty brands such as Naturando, Han Shu, Gu Yu, Orange Du, Marubi, Oushiman, and Proya, offering special live-streaming events and discounted beauty products [1][3] - Users can engage in interactive activities on Kuaishou, such as sharing videos related to Valentine's Day gifts, with opportunities to win prizes like gold bracelets and Kuaishou merchandise [3][4] Group 2: Consumer Behavior and Trends - Kuaishou reported significant growth in Valentine's Day-related metrics, with a 310.8% month-over-month increase in total video views and a 70.7% increase in GMV for beauty purchases driven by search behavior [2][4] - The demand for beauty products is strong, with notable increases in searches for gift sets and practical items like facial cleansers and sunscreens, reflecting a trend towards more refined and practical gift choices [4][5] Group 3: Market Insights - The Valentine's Day celebration has evolved into a significant marketing opportunity, intertwining emotional expression with consumer behavior, as evidenced by the rising popularity of related topics and search terms [3][4] - The "he economy" is gaining traction, with men's skincare sets emerging as a notable category, indicating potential growth in this segment during Valentine's Day [4]

Core Insights - The upcoming Valentine's Day has led to a surge in consumer demand for gifting, particularly in the beauty sector, which is seen as a key medium for expressing emotions and intentions [1][3] - Kuaishou E-commerce is launching a themed event titled "New Spring, New Look, Big Brand Gifts for Loved Ones" from February 7 to 14, featuring various promotions and live broadcasts from major beauty brands [1][3] Group 1: Event Details - Kuaishou E-commerce is collaborating with numerous beauty brands to create a Valentine's Day shopping extravaganza, offering subsidies and various promotional activities [1][3] - Brands such as Naturando, Han Shu, Gu Yu, Ju Duo, Marubi, Oushiman, and Proya will host special live broadcasts featuring discounted beauty products, including makeup gift boxes and skincare sets [1][3] Group 2: Consumer Engagement - Users can participate in the HeartfeltValentine'sDay topic on Kuaishou, sharing videos about gifting ideas and Valentine's moments, with opportunities to win prizes like gold bracelets [3][4] - The platform has seen a significant increase in engagement metrics related to Valentine's Day, with topic playback volume rising by 310.8% and search frequency increasing by 64.4% month-over-month [3][4] Group 3: Consumer Trends - The demand for beauty products during Valentine's Day is strong, with a notable increase in searches for gift sets and practical items like cleansers and sunscreens, reflecting a trend towards more refined and practical gift choices [5] - The "he economy" is gaining traction, with men's skincare sets emerging as a popular choice, indicating a shift in gifting dynamics during Valentine's Day [5]

Core Viewpoint - The beauty and skincare industry is undergoing a transformation where consumers are redefining what is worth spending on, shifting from impulsive buying to more rational decision-making focused on efficacy and long-term value [3][4]. Market Overview - By 2025, the beauty and skincare market is projected to reach a sales volume of 454.18 billion yuan, with a year-on-year growth of 9.7%, driven by both volume and price increases [5]. - The market growth is characterized by structural price changes, with a notable increase in the average transaction price due to a rise in the share of functional and mid-to-high-end products [8]. Consumer Behavior - Consumers are increasingly focused on efficacy, experience, and certainty of value, leading to a multi-tiered market with diverse price segments and consumer needs [4][8]. - The low-price segment (0-300 yuan) accounts for 74.1% of the beauty market, while the skincare market sees 56.3% in the same range, with the sub-100 yuan segment experiencing the fastest growth at 20.6% year-on-year [8]. Brand Dynamics - Leading brands are shifting from scale expansion to product innovation, with high-end anti-aging products becoming a significant growth driver, resulting in increased market concentration and share [11][12]. - Mid-tier brands face pressure but can achieve growth through targeted strategies, such as focusing on specific consumer needs like sensitive skin repair or anti-aging for younger demographics [14]. Anti-Aging Market Insights - The anti-aging market is entering a new phase driven by precise technology and widespread demand, with sales expected to reach 129.83 billion yuan in 2025, reflecting a year-on-year growth of 26.3% [15][17]. - Facial anti-aging products dominate the market, with facial care sets and serums leading in sales, emphasizing the importance of ingredient efficacy [19]. Product Trends - The demand for anti-aging products is increasingly focused on core functions such as hydration, wrinkle reduction, and skin repair, indicating a blend of basic skincare and anti-aging needs [24]. - New product innovations in the anti-aging segment are centered around collagen enhancement and multi-functional benefits, with brands like L'Oréal and Estée Lauder leading the way [28][29]. Makeup Market Trends - The makeup market is seeing a shift towards natural beauty and health-focused aesthetics, with sales growth of 15.8% year-on-year, reflecting changing consumer preferences [30]. - The demand for lightweight, hydrating makeup products is rising, with cushion foundations experiencing significant growth, indicating a balance between efficiency and effectiveness [35]. Marketing and Consumer Engagement - Social media platforms are becoming crucial for trend amplification, with discussions around natural beauty and individual expression reshaping consumer decision-making [43][44]. - The beauty and skincare industry is moving towards a competitive landscape focused on technology credibility, efficacy perception, and user understanding, indicating a shift from price-based competition to value-driven strategies [44].

Core Insights - The "2025 Annual Good Business List" released by the Dewu App highlights over 2000 brands and 1200 popular products, showcasing the app's commercial ecosystem and growth dynamics, while providing insights into young consumer trends [1][4][5] Group 1: Brand and Product Highlights - The "Product List" features over a thousand popular items favored by young users, awarding "Best-Selling Product Awards" based on consumption, search, repurchase, and positive feedback trends [4] - Notable brands like Pop Mart, KAILAS, and DJI achieved significant growth, with Pop Mart selling over 1.5 million Labubu figures and experiencing a GMV increase of over 5 times [4][6] - The app's user base exceeds 600 million, with a penetration rate of 50% among individuals under 30 in China, indicating strong purchasing power and loyalty among young consumers [6][8] Group 2: Growth Strategies and Ecosystem - The Dewu App has seen a 157% year-on-year increase in the number of products, indicating a thriving ecosystem for brands to achieve sustainable growth [5][8] - Brands are leveraging the app's unique "content + e-commerce" ecosystem to drive long-term growth, utilizing community interactions and marketing tools for effective conversion [9][10] - The operational methodology of "stocking - promoting - exploding" allows brands to systematically launch new products and maintain sales momentum through strategic marketing during key gifting periods [9][10]

双旦消费热潮余温未散，春节、情人节接踵而至，得物App美妆消费迎来全年消费高峰。据得物App数 据显示，男士护肤品类持续走热，成为Z世代礼赠选择的新宠。在刚刚过去的双旦期间，国货品牌C咖 单月销售额同比增长19倍，谷雨同比增长10倍，男士护肤在得物App迎来爆发式增长。 据悉，谷雨品牌入驻得物App后，销售额已连续三年跨越式增长，结合得物App情人节、520、七夕、双 旦等四大礼赠节点，品牌2025年阶段同比增幅最高达200%，得物App成为谷雨全渠道高增速平台之 一。男士护肤线首月销量突破70万，当月售罄，成为得物App男士护肤赛道的"黑马爆款"，并成功复制 到全渠道，成为品牌第二增长曲线。新锐品牌C咖，2021年入驻得物App后，常年霸占品类TOP1，爆款 套装收获36万人付款，单品成交近6000万。 作为近年来增速最为迅猛的品类之一，得物美妆业务凭借庞大的年轻用户基数、独特的礼赠消费生态， 实现业务规模的跨越式增长，更成为国内外美妆品牌收获新人群、挖掘新增长的核心阵地。 作为全电商平台中用户最年轻的平台，得物App90后用户占比超9成，在2.6亿95后年轻人中的渗透率高 达70%，男女用户占比达52%: ...

去年双11，我们曾在一篇文章里提到B站的情况： 前段时间，跟B站内部人交流，他们也说，今年带货广告客户数量有显著增长，尤其是高客 单的品牌。11月12日，他们发了大促战报，投放带货广告的客户数比去年同期翻了一倍多， 千元以上消费品GMV同比增长63%。 品牌涌入新渠道，短期内推高投放和GMV，但如果操作不慎有可能翻船。在最近，有商家在我们的社 群转发帖子，"品牌投B站，是不是疯了?"，引起不少人的兴趣；有人说转化难，有人说投了没赚到钱。 吐槽归吐槽，去年还是有许多品牌投B站拿到了结果。特别是数码、家居、小家电等耐消品，涌现出许 多靠大单品获得很好销量的案例。比如荣耀Magic8，在B站投放带货，15日GMV就超过4500万元，单 稿件投流ROI超40，效果超过同期的抖音和小红书。 品牌投B站，为啥冰火两重天？其实不难理解，这些新兴平台有许多认知和信息门槛，也有一些品牌品 类与平台匹配的问题。最近，借着B站官方的AD TALK、Z100榜单等，我们也借此梳理它的商业化逻 辑。 一批品牌正在打透B站，"价值断层"带来新空间 截至去年三季度，B站广告收入已经连续11个季度增长超20%。连续增长的数据表明，一批品牌吃 ...

Core Viewpoint - The Chinese beauty industry is experiencing a significant shift as domestic brands rush to list on the Hong Kong Stock Exchange, driven by a near closure of IPO opportunities in the A-share market. This trend is not merely a celebration but signals a harsh beginning of industry differentiation and value reassessment [1][5]. Group 1: Market Dynamics - The successful listings of brands like Lin Qingxuan and the planned secondary listing of Proya highlight Hong Kong as a new haven for domestic beauty brands [1]. - The high price-to-earnings (PE) ratio of over 30 for Mao Geping is misleading, as it reflects a unique business model rather than a general trend in the domestic beauty sector [4]. - The market is expected to shift focus from the narrative of domestic brand growth to a stringent evaluation of business fundamentals [5]. Group 2: Brand Performance and Strategy - HBN and Banmu Huatian rely on traditional consumer goods models, heavily investing in marketing to drive growth, contrasting with Mao Geping's unique model that minimizes external marketing dependency [6][8]. - HBN's financials show a significant profit growth rate of 232.5% and 190.3% for 2024 and the first nine months of 2025, respectively, despite a marketing expense ratio of 57.6% [8]. - The key for HBN post-listing is to demonstrate that it can achieve higher brand premiums and customer lifetime value with the same marketing investment compared to competitors [10]. Group 3: Liquidity and Market Pressure - The liquidity risk in the Hong Kong market is severe, with top-tier companies absorbing most capital, leaving mid-tier brands vulnerable to becoming illiquid [12]. - The pressure of performance guarantees for many domestic brands in 2024-2025 may lead to unsustainable practices, risking significant stock price drops if growth slows post-2026 [13]. Group 4: Competitive Landscape - The competition in the beauty industry is evolving from ingredient concentration to structural competition, with brands needing to lower marketing costs while maintaining revenue [15]. - Unique raw materials are becoming essential for brand differentiation and valuation in the market, as seen with successful brands like Juzhibio and Lin Qingxuan [18]. - The necessity for international expansion is increasing, as domestic market growth is plateauing, making overseas markets critical for future success [20]. Group 5: Future Outlook - The Hong Kong market is becoming increasingly discerning, seeking brands that can demonstrate efficiency and long-term viability rather than just rapid growth [22][23]. - Brands that can effectively manage their desires, respect market realities, and commit to long-term strategies will be better positioned for success in the evolving landscape [23].

Group 1 - The core issue revolves around actress Zhang Yuqi facing multiple business cancellations due to allegations made by her ex-husband's former wife, which include surrogacy, marital interference, and threats to family members [1] - Zhang Yuqi's absence from the Liaoning TV Spring Festival Gala has been confirmed, indicating a significant impact on her public engagements [1] - Several beauty and skincare brands have urgently removed all endorsements related to Zhang Yuqi, with messages indicating "operation failed" or "no access" [1] Group 2 - Brands such as NEXXUS, Aestheia, Yuru Chuxin, and Guyu have deleted all endorsement content associated with Zhang Yuqi, with some brands stating that "cooperation has naturally ended within the contract period" [1] - Zhang Yuqi is linked to nine companies, with three currently in operation, highlighting her business involvement despite the ongoing controversies [1] - Estimated advertising rates for Zhang Yuqi's video ads are as follows: 540,000 yuan for 1 to 20 seconds, 600,000 yuan for 21 to 60 seconds, and 800,000 yuan for over 60 seconds [1]