金吾财讯 | 国泰海通发研报指，8月天猫抖音均实现双位数增长。据青眼情报公众号、炼丹炉等第三方数据统计，8月天猫抖音美妆品类销售额合计同比增长19.0%；其中抖音美妆类目GMV超200亿元，同比增长19.56%，天猫GMV同比增长18.37%。综合7-8月两大平台GMV增速为16.1%，环比6月有明显提升，我们判断主因天猫通过“超级88”、加码外卖业务提高月活&消费频次等，平台增速13.2%实现恢复性增长。抖音彩妆品牌突围，国货多品类发力。七夕大促期间高客单送礼需求旺盛，国际品牌以高端礼盒突围，赫莲娜、海蓝之谜、欧莱雅等位列TOP10，但头部榜单仍以国货品牌占多数；其中韩束凭借超7亿GMV维持断层领先。从品类来看，TOP20彩妆品牌数量同比增加4个，新增毛戈平、卡姿兰，以及抖品牌BABI、ELL；韩束、珀莱雅凭借多元布局，在防晒、精华、护肤套装等子类目均占据前列，展现了强大的市场竞争力和广泛的消费者基础。该机构表示，美护板块公司分化加剧，同时因行业变化较快，且国货整体呈崛起趋势，建议自下而上优选存在产品及渠道变化、具备弹性的标的。
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