l14107cb 发表于 2024-8-9 03:55:18

2020年Q2营销报告：抖音、快手、小红书内容电商新趋势


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/POiaJveRVs15GXQ9AkKsBufbbBJ7DLnHHBLbWHXCtjBv3PFRkDqdR2gdkfKJgILMR78PjFvA9KuoxX70j4kVOIQ/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></strong></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">整合营销交流群：543613831</strong></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">信息流QQ交流群：1070089747</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/m9xHKNkNnWMHFzXjlcJ0EqT13kNiaibhjXibiakA2C4jHMBHRVYGRFN9ibCtjAlAcTU2icXBVcBocknUkVYWypCK7kDQ/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2020年Q2<span style="color: black;">时期</span>，抖音、快手、小红书平台在美妆<span style="color: black;">行业</span>有什么内容电商推广新趋势？美妆品牌中哪家营销更强势？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>基于2020年4月1日-6月30日<span style="color: black;">跟踪</span>到抖音、快手、小红书、<span style="color: black;">博客</span>平台的美妆营销情报，输出<strong style="color: blue;">《2020年Q2美妆行业内容营销报告》</strong>，<span style="color: black;">期盼</span>为美妆行业从业者<span style="color: black;">供给</span>参考与借鉴。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1、</span>美妆行业概况</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">我国<span style="color: black;">打扮</span>品类零售总额保持<span style="color: black;">安稳</span>增长趋势</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从2015年到2019年，我国限额以上<span style="color: black;">打扮</span>品类零售总体上保持<span style="color: black;">安稳</span>增长趋势。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">据中商产业<span style="color: black;">科研</span>院预计，2020年全国限额以上<span style="color: black;">打扮</span>品类消费将继续保持稳中有长趋势，但增速将有所放缓，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">预计2020年全国限额以上化妆品类零售总额将达到3164亿元，增速约为13.2%。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0tcFoGtSJQiaXPJwxmYNwpdMJ3Rdias9SM9NibHbTPfeI150a6kgiccGTAicg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">美妆人群<span style="color: black;">大都是</span>二三四线城市的<span style="color: black;">青年</span>女性</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">据QuestMobile数据<span style="color: black;">表示</span>，</span><span style="color: black;"><strong style="color: blue;">美妆人群的基本盘是二三四线城市的<span style="color: black;">青年</span>女性，19-24岁的<span style="color: black;">青年</span>人群数量占比最高，其次是25-30岁。</strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmOjAFe8r3Ya91CnXPg5cVzGcVdfp8pvcSrysHyuAAJPjFWvpPHDibUliazkEiaVZX6iaSVEliagKz4PlA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">美妆人群热衷于刷视频、看直播，最常<span style="color: black;">运用</span>抖快</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">据QuestMobile数据显示，美妆人群<span style="color: black;">亦</span>是精致的生活记录者，热衷于刷短视频、看直播，</span><strong style="color: blue;"><span style="color: black;">抖音、快手是<span style="color: black;">她们</span><span style="color: black;">运用</span>最多的短视频直播平台。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0t2mnOwNR1LvSHeh8jCYGGZYOxY2rOAyTrLYmvoxVeTfobQQEyfZ3zug/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">美妆行业内容电商平台分析</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0tONbVJVORWOvn6vgvygKTvdpF20GvpXVFtAicBGD9r6t9TwicJ6wOZXmw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、</span>抖音美妆电商分析</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.&nbsp;<strong style="color: blue;"><span style="color: black;">抖音：</span></strong></span></strong><strong style="color: blue;"><span style="color: black;">美容护肤类商品比精致彩妆类更热销</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抖音热销商品中，精致彩妆类商品数量占比从4月的9.5%<span style="color: black;">逐步</span>降至6月的7.9%，美容护肤类商品数量占比从4月的11.5%<span style="color: black;">逐步</span>降低至6月的8.7%。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">美容护肤类商品挤上热销Top 1000的平均商品数量占比（9.8%）略高于精致彩妆类商品（8.7%）。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0tZyMrc9tKx5qJ8byC2QYQq5icuvHZ09rJfic70ogbS4tQlItqexVeT6ibQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2.&nbsp;<strong style="color: blue;"><span style="color: black;">抖音：</span></strong></span></strong><strong style="color: blue;"><span style="color: black;">精致彩妆有<span style="color: black;">更加多</span>低价商品，美容护肤反之</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">抖音平台中精致彩妆类商品<span style="color: black;">重点</span>价格在20-100元区间</span></strong><span style="color: black;">，超80%的商品价格<span style="color: black;">小于</span>100元。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">美容护肤类商品的<span style="color: black;">重点</span>价格在20-200元区间</span></strong><span style="color: black;">，价格<span style="color: black;">小于</span>20元和超过200元的商品数量占比极低。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">精致彩妆品类有<span style="color: black;">更加多</span>低价商品（＜20元），美容护肤品类有<span style="color: black;">更加多</span>高价商品（100-200元、≥200元）。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0tunfr6lo9ibeQx9Fx4dSeePciakoehJXTksRibVxvKvkSEwOia43wkDicncA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3. 抖音：</span></strong><strong style="color: blue;"><span style="color: black;">口红基本稳居精致彩妆热销单品Top 1</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Q2<span style="color: black;">时期</span>，</span><strong style="color: blue;"><span style="color: black;">口红、<span style="color: black;">打扮</span>棉/洗脸巾、防晒隔离/妆前乳、粉底/遮瑕稳居热销前四</span></strong><span style="color: black;">，第五名的位置在4月被眼影单品抢占，其余时间均是香水单品。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">6月份，防晒隔离/妆前乳取代口红的位置，<span style="color: black;">作为</span>热销单品Top 1。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0tBfvJ3ZB51T0a0AF9bw9Rjyx0lddOJTQm8nScicSUk8ezcVmNEQy5nvA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">抖音：Q2<span style="color: black;">时期</span>热销口红Top 5</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0t2HQ9G0msVmGS8f7gORZ4LhobUxT2VTUrGMdHFticTNO9sCoTukxVk2w/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">抖音：Q2<span style="color: black;">时期</span>热销口红商品关键词</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">热销Top 500口红商品中，</span><strong style="color: blue;"><span style="color: black;">哑光质地</span></strong><span style="color: black;">被提及频次最高。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以</span><strong style="color: blue;"><span style="color: black;">持久、保湿、滋润</span></strong><span style="color: black;">为<span style="color: black;">重点</span>功能卖点的口红更受消费者欢迎。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">豆沙色、烂<span style="color: black;">西红柿</span>色、奶茶色</span></strong><span style="color: black;"><span style="color: black;">作为</span>较热门的口红颜色。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0t4vuWuWUErRtyib07lyDgTOCwEfEhK5MKUvXLadd54vgoLCXwiaibm2m6A/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">6.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">抖音：洗脸巾多次登上精致彩妆热销商品榜</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">健美创研洗脸巾、蒙丽丝洗脸巾、欧亿姿洗脸巾等</span><strong style="color: blue;"><span style="color: black;">洗脸巾单品多次上榜</span></strong><span style="color: black;">。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Q2<span style="color: black;">时期</span>，唇釉<span style="color: black;">作为</span>热销的口红类型，先后有完美日记、colorkey珂拉琪推出的唇釉<span style="color: black;">作为</span>畅销爆款。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5-6月<span style="color: black;">时期</span>，随着天气炎热，防晒喷雾<span style="color: black;">制品</span><span style="color: black;">亦</span>随之<span style="color: black;">起始</span>热销。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0tAY5mbGmYo7sgYyxiaALibGpFFYN8MGgszgmiaogurq0WoS9ibAAga6qHhg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">7.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">抖音：面膜稳居美容护肤热销单品Top 1</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Q2<span style="color: black;">时期</span>，面膜稳居美容护肤热销单品Top 1，其次是护肤套装，在3-5月蝉联Top 2。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">面膜、护肤套装、乳液/面霜、沐浴露是Q2热销单品榜的<span style="color: black;">平常</span>单品。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0tPyVB5ictJnLLy2YOSK7g4pnHWSkj7TvibhiadcO1Lww6JQz8sEo8cZeiaw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">8.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">抖音：Q2<span style="color: black;">时期</span>热销面膜Top 5</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0tiaCJIJhuoveBJSFx5vsibdpSOxicO0Tv8M8iasJMQBsiaDnpAZht7b2K67g/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">9.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">抖音：Q2<span style="color: black;">时期</span>热销面膜商品关键词</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">抖音热销Top 500面膜商品中，更<span style="color: black;">大都是</span></span><strong style="color: blue;"><span style="color: black;">强调面膜的补水、保湿功能，其次是清洁、收缩毛孔、修护等功能。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从面膜的<span style="color: black;">成份</span>来看，</span><strong style="color: blue;"><span style="color: black;">有保湿效果的玻尿酸<span style="color: black;">成份</span>被提及的频次最多，其次是用于美白的烟酰胺<span style="color: black;">成份</span>。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/vSFLlMA9IzmfzcLAuZvxxHSDzMUZwm0tS0lDwqlN6iad5BGibahFT7icIibdtbrqsZqN3cAEnQgpJRjk003EnIFgEA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">10.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">抖音：面膜<span style="color: black;">逐步</span>霸占美容护肤品类热销商品榜</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4月面膜<span style="color: black;">起始</span>出<span style="color: black;">此刻</span>热销榜单，并且在5-6月<span style="color: black;">时期</span>上榜数量<span style="color: black;">逐步</span><span style="color: black;">增加</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">纽西之谜<span style="color: black;">睡觉</span>面膜成热销爆款，Q2<span style="color: black;">时期</span>有3次登上热销榜单。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">11.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">抖音：精致彩妆、美容护肤品类带货达人数量最多</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">抖音Top&nbsp;1000热门带货达人中，</span><strong style="color: blue;"><span style="color: black;">精致彩妆、美容护肤品类的带货达人数量占比分别达19%、23%，远高于其他品类。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">12.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">抖音：粉丝量级在100w-500w区间的带货达人<span style="color: black;">占多数</span></span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">抖音平台中精致彩妆类带货达人的粉丝量级区间<span style="color: black;">重点</span><span style="color: black;">处在</span>100w-500w，美容护肤类带货达人的粉丝量级区间<span style="color: black;">重点</span><span style="color: black;">处在</span>10w-50w、100w-500w区间。</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">13.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">抖音：6月份热门精致彩妆、美容护肤类达人Top 5</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3、</span>快手美妆电商分析</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">快手：精致彩妆、美容护肤类商品数量占比<span style="color: black;">逐步</span>减少</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Q2<span style="color: black;">时期</span>，快手热销商品Top 1000商品中精致彩妆类、美容护肤类商品数量占比<span style="color: black;">逐步</span>减少。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">美容护肤类商品在热销Top 1000商品中的平均数量占比（13.5%）远超精致彩妆类商品（2.8%）。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">快手：精致彩妆、美容护肤的高价商品数量占比极低</strong></span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">快手平台中超80%的精致彩妆类商品价格<span style="color: black;">小于</span>60元。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">美容护肤类商品的<span style="color: black;">重点</span>价格在20-60元区间，价格<span style="color: black;">小于</span>100元的商品数量占比超90%。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">精致彩妆、美容护肤品类的高价商品数量占比（100-200元、≥200元）均<span style="color: black;">小于</span>10%。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">快手：和抖音<span style="color: black;">同样</span>，口红仍是热销数量最多的单品</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">和抖音<span style="color: black;">同样</span>，快手平台热销精致彩妆类商品中，口红单品的数量占比最高，稳居<span style="color: black;">第1</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Q2<span style="color: black;">时期</span>，</span><strong style="color: blue;"><span style="color: black;">口红、香水、BB/CC/气垫、隔离/妆前乳</span></strong><span style="color: black;">在快手精致彩妆品类单品中数量较高，屡次排名前列。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">快手：Q2<span style="color: black;">时期</span>热销口红Top 5</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">快手：精致彩妆中唇釉、粉底液等商品更为热销</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">快手平台热销精致彩妆品类中，</span><strong style="color: blue;"><span style="color: black;">唇釉、粉底液、妆前乳、美妆蛋等商品数量占比较高。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">口红单品中，完美日记丝绒天鹅绒唇釉、Dior迪奥口红999哑光、魅可柔感哑光唇膏多款商品上榜。</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">6.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">快手：面膜<span style="color: black;">一样</span>是美容护肤类热销单品Top 1</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">面膜仍然是数量占比最高的单品，其次是洁面<span style="color: black;">制品</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Q2<span style="color: black;">时期</span>，</span><strong style="color: blue;"><span style="color: black;">面膜、洁面、精华、<span style="color: black;">打扮</span>水</span></strong><span style="color: black;">单品在快手热销美容护肤类商品中数量占比较高。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">7.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">快手：Q2<span style="color: black;">时期</span>热销面膜Top 5</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">8.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">快手：Q2<span style="color: black;">时期</span>热销面膜商品关键词</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">快手平台热销Top 500面膜的商品标题中</span><strong style="color: blue;"><span style="color: black;">强调补水、保湿功能，其次是提亮肤色、修护的功能</span></strong><span style="color: black;">，而抖音平台则除了补水、保湿功能之外，更强调清洁功能。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">热销面膜中最常提及</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">拥有</span>抗氧化效果的富勒烯<span style="color: black;">成份</span>，近几年很<span style="color: black;">火热</span>的冻干粉<span style="color: black;">亦</span>出<span style="color: black;">此刻</span>热门面膜<span style="color: black;">成份</span>中。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">9.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">快手：美容护肤中多款品牌面膜商品上榜</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Q2<span style="color: black;">时期</span>，快手平台热销美容护肤品类更<span style="color: black;">大都是</span>面膜商品，</span><strong style="color: blue;"><span style="color: black;">但品牌各有<span style="color: black;">区别</span>，有国<span style="color: black;">制品</span>牌佰草世家、肌琳莎，以及韩国品牌丽得姿美帝优、普若丝芙等。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">10.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">快手：6月份热门精致彩妆、美容护肤类带货达人</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4、</span>小红书美妆电商分析</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">小红书：在精致彩妆、美容护肤商品数量占比最高</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5-6月，美容护肤类商品在热门Top 1000商品中的平均数量占比（56.2%）远超过精致彩妆类商品（13.2%）。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">和抖音、快手平台相比，小红书平台中在精致彩妆、美容护肤类商品的数量占比最高。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">小红书：80%<span style="color: black;">上下</span>的商品价格超过100元</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">小红书平台</span><strong style="color: blue;"><span style="color: black;">有70%的精致彩妆类商品价格<span style="color: black;">处在</span>100-500元区间，美容护肤类商品的<span style="color: black;">重点</span>价格在100-300元区间</span></strong><span style="color: black;">，其次是价格≥500元。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价格区间<span style="color: black;">处在</span>＜60元、60-100元的精致彩妆、美容护肤类商品数量占比<span style="color: black;">仅有</span>10%<span style="color: black;">上下</span>，约80%<span style="color: black;">上下</span>的商品价格超过100元。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">小红书：超90%的热门美妆商品来自海外国家</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Top 1000热门精致彩妆、美容护肤类商品中，</span><strong style="color: blue;"><span style="color: black;">超90%的商品来自海外，其中法国、美国、日本三个国家的数量占比较高，<span style="color: black;">仅有</span>不到9%<span style="color: black;">上下</span>的数量来自中国。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">小红书：精华、眼霜等<span style="color: black;">作为</span>美容护肤类热门单品</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">口红、粉底、眼影、香水</span></strong><span style="color: black;"><span style="color: black;">作为</span>小红书平台精致彩妆品类的热门单品Top 4。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">小红书平台上，</span><strong style="color: blue;"><span style="color: black;">美容护肤品类热门单品Top 1<span style="color: black;">区别</span>于抖音、快手平台（面膜），被精华、眼霜/眼部精华占据。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">小红书：5-6月热门口红Top 5</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">6.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">小红书：5-6月热门精华、眼霜/眼部精华Top 5</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">7.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">小红书：3CE丝绒哑光持久唇釉连续上榜</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">5-6月上榜的商品基本<span style="color: black;">无</span>重复，仅有</span><strong style="color: blue;"><span style="color: black;">3CE的丝绒哑光持久唇釉</span></strong><span style="color: black;">连续2次上榜精致彩妆榜单Top 1。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">值得<span style="color: black;">重视</span>的是，</span><strong style="color: blue;"><span style="color: black;">6月份香水、精华类商品更受到小红书平台用户的欢迎。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5、</span>品牌<span style="color: black;">宣传</span>主营销情报</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.&nbsp;</span></strong><strong style="color: blue;"><span style="color: black;">欧美知名品牌占据<span style="color: black;">博客</span>、小红书营销的头部阵营</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">M.A.C、巴黎欧莱雅、兰蔻、雅诗兰黛、LAMER海蓝之谜</span></strong><span style="color: black;">等欧美知名品牌占据<span style="color: black;">博客</span>、小红书营销的头部阵营。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">M.A.C、完美日记、卡姿兰的抖音短视频量排名前列。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">2.&nbsp;本土品牌中完美日记、花西子、卡姿兰营销较为活跃</strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">本土品牌排行榜中，</span><strong style="color: blue;"><span style="color: black;">完美日记、卡姿兰、一叶子的抖音短视频量跻身前列。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">在<span style="color: black;">博客</span>和小红书的投入营销方面，花西子、完美日记、薇诺娜名列前茅。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3.&nbsp;美妆行业集中在腾讯<span style="color: black;">宣传</span>、巨量引擎等<span style="color: black;">途径</span>投放<span style="color: black;">宣传</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">美妆行业集中在腾讯<span style="color: black;">宣传</span>、巨量引擎、百度信息流三大平台投放<span style="color: black;">宣传</span>，<span style="color: black;">宣传</span>数占比超80%</span></strong><span style="color: black;">，其次是百度百青藤、趣头条等<span style="color: black;">途径</span>。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Top 10<span style="color: black;">宣传</span>投放<span style="color: black;">途径</span>中，</span><strong style="color: blue;"><span style="color: black;">趣头条在Q2<span style="color: black;">时期</span>投放的美妆行业<span style="color: black;">宣传</span>占比最高，高达38.42%。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">4.&nbsp;<span style="color: black;">宣传</span>素材形式以<span style="color: black;">照片</span>、视频为主</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">美妆行业<span style="color: black;">宣传</span>以<span style="color: black;">照片</span>素材<span style="color: black;">占多数</span>，占比超60%</span></strong><span style="color: black;">，其次是视频形式的素材，占比约为22%。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">5.&nbsp;<span style="color: black;">宣传</span>文案围绕<span style="color: black;">制品</span>的<span style="color: black;">运用</span>功效展开</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">面部护肤、香水彩妆的</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>文案<span style="color: black;">大都是</span>强调<span style="color: black;">制品</span>的<span style="color: black;">运用</span>功效</span></strong><span style="color: black;">，如“提亮肤色”“美白”“遮瑕”等。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">往期<span style="color: black;">举荐</span></span></p><a style="color: black;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">你明明<span style="color: black;">能够</span>年薪100万，别让收入配不上能力</strong></span><span style="color: black;">2020-07-20</span></span></a><a style="color: black;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">2000个点击，10个对话？都是这个影响<span style="color: black;">原因</span>在作怪！</strong></span><span style="color: black;">2020-07-16</span></span></a>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">- END -</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">素质三连biubiubiu~</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>




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