2025双十一落幕：美妆销售额达1389.9亿元

DoNews11-18

星图数据显示，2025年“双十一”大促周期（2025年10月7日-11月11日）最终成交额达16950亿元，同比增长14.2%。个护美妆品类销售额占比8.2%，约为1389.9亿元。美容护肤品类以991亿元的销售额占据主导地位，日均GMV同比增速达11.65%；香水彩妆与洗护清洁品类分别实现334亿元和444亿元销售额，日均GMV同比增幅均超过13%。个护美妆在整体销售中位列第四，仅次于家用电器、...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

我们需要你的真知灼见来填补这片空白

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2584673937?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2025-11-18 10:52","share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","id":"2584673937","market":"hk","top_or_hot":-1,"title":"2025双十一落幕：美妆销售额达1389.9亿元","media":"DoNews","content":"<div>\n<p>星图数据显示，2025年“双十一”大促周期（2025年10月7日-11月11日）最终成交额达16950亿元，同比增长14.2%。个护美妆品类销售额占比8.2%，约为1389.9亿元。美容护肤品类以991亿元的销售额占据主导地位，日均GMV同比增速达11.65%；香水彩妆与洗护清洁品类分别实现334亿元和444亿元销售额，日均GMV同比增幅均超过13%。个护美妆在整体销售中位列第四，仅次于家用电器、...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251118105611a4a90de0&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>2025双十一落幕：美妆销售额达1389.9亿元</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n2025双十一落幕：美妆销售额达1389.9亿元\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-11-18 10:52 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251118105611a4a90de0&s=b><strong>DoNews</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>星图数据显示，2025年“双十一”大促周期（2025年10月7日-11月11日）最终成交额达16950亿元，同比增长14.2%。个护美妆品类销售额占比8.2%，约为1389.9亿元。美容护肤品类以991亿元的销售额占据主导地位，日均GMV同比增速达11.65%；香水彩妆与洗护清洁品类分别实现334亿元和444亿元销售额，日均GMV同比增幅均超过13%。个护美妆在整体销售中位列第四，仅次于家用电器、...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251118105611a4a90de0&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"FT_SY_ALB","symbol_name":"阿里巴巴","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251118105611a4a90de0&s=b","article_id":"2584673937","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251118105611a4a90de0&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, .wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2584673937","pubTimestamp":1763434322,"columns":[],"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"星图数据显示，2025年“双十一”大促周期最终成交额达16950亿元，同比增长14.2%。个护美妆品类销售额占比8.2%，约为1389.9亿元。美容护肤品类以991亿元的销售额占据主导地位，日均GMV同比增速达11.65%；香水彩妆与洗护清洁品类分别实现334亿元和444亿元销售额，日均GMV同比增幅均超过13%。蝉妈妈数据显示，抖音大促期间有23个美妆达人直播间销售额破亿，其中贾乃亮、广东夫妇单场销售额达5–7.5亿元。2025年双11周期长达36天，为史上最长。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"89618":"京东集团-SWR","89988":"阿里巴巴-WR","LU0516422952.EUR":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (EUR) ACC","LU0417516571.SGD":"Allianz Oriental Income Cl AT Acc SGD","BABA":"阿里巴巴","LU1960683339.HKD":"UBS (LUX) EQUITY SICAV ALL CHINA \"P\" (HKD) ACC","LU0315179316.USD":"EASTSPRING INVESTMENTS ASIAN DYNAMIC \"A\" (USD) ACC","BK1591":"就地过年概念","LU1188198961.HKD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" (HKD) INC QV","LU0293314216.USD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"A\" (USD) ACC","LU0348788117.USD":"ALLIANZ EMERGING ASIA EQUITY \"A\" (USD) INC","IE00B29SXG58.USD":"FSSA CHINA FOCUS \"I\" (USD) ACC","09618":"京东集团-SW","JD":"京东","LU0329678170.USD":"FIDELITY EMERGING ASIA \"A\" (USD) INC","LU0359201612.USD":"贝莱德中国基金A2","BK1521":"挪威政府全球养老基金持仓","LU1282651048.USD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"AMG\" (USD) INC","LU1688375341.USD":"贝莱德中国灵活股票基金","LU0862451753.SGD":"JPMorgan Funds - Emerging Markets Dividend A (mth) SGD","LU0096374516.USD":"CT (LUX) I ASIA EQUITY INCOME \"DU\" (USD) ACC","LU0329678337.USD":"FIDELITY EMERGING ASIA \"A\" (USD)","HBBD.SI":"Alibaba HK SDR 5to1","LU0261947096.USD":"FIDELITY FUNDS  SUSTAINABLE ASIA EQUITY \"A\" (USD) ACC","LU0214875030.USD":"HSBC GIF BRIC EQUITY \"M2C\" (USD) ACC","LU0181495838.USD":"施罗德新兴亚洲A Acc","LU0061477393.USD":"CT (LUX) I ASIA EQUITY INCOME \"AU\" (USD) ACC","LU0456827905.SGD":"JPMorgan Funds - China A (acc) SGD","LU0831093199.SGD":"HSBC GIF MANAGED SOLUTIONS ASIA FOCUSED INCOME \"AM3\" (SGDHDG) INC","LU0791591158.USD":"ALLSPRING  EMERGING MARKTES EQUITY INCOME \"I\" (USD) ACC","LU0531971595.HKD":"HSBC GIF CHINESE EQUITY \"AD\" (HKD) INC","LU0052750758.USD":"富兰克林中国基金A Acc","LU0630378692.HKD":"HSBC GIF ASIA PACIFIC EX JAPAN EQ HD \"AM2\" (HKD) INC","LU0611395673.USD":"NINETY ONE GSF EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU2778985437.USD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"A\" (USD) INC","LU1048596156.SGD":"Blackrock Asian Growth Leaders A2 SGD-H","LU0630378429.USD":"HSBC GIF ASIA PACIFIC EX JAPAN EQ HD \"AM2\" (USD) INC","09988":"阿里巴巴-W","LU0561508036.HKD":"ALLIANZ CHINA EQUITY \"A\" (HKD) INC","LU2152927971.USD":"NORDEA 1 ASIAN STARS EQUITY \"BP\" (USD) ACC","LU3063872942.SGD":"FULLERTON LUX FUNDS ASIA EQUITIES \"I\" (SGD) ACC","IE00B5MMRT66.SGD":"NEUBERGER BERMAN CHINA EQUITY \"A\" (SGDHDG) ACC","01318":"毛戈平","LU0315178854.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY INCOME \"A\" ACC","LU0708995153.HKD":"TEMPLETON EMERGING MARKETS \"A\" (HKD) ACC","BK1584":"蚂蚁金服概念","LU0516423174.USD":"FULLERTON LUX FUNDS - ASIA FOCUS EQUITIES \"I\" (USD) ACC","LU0345776255.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) INC","LU0039217434.USD":"HSBC GIF CHINESE EQUITY \"AD\" INC"},"translate_title":"2025 Double Eleven ended: beauty sales reached 138.99 billion yuan","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"89988":0.6,"01318":0.9,"ALBmain":0.6,"HBBD.SI":0.6,"09618":0.64,"BABA":0.6,"JD":0.6,"09988":0.73},"content_text":"星图数据显示，2025年“双十一”大促周期（2025年10月7日-11月11日）最终成交额达16950亿元，同比增长14.2%。个护美妆品类销售额占比8.2%，约为1389.9亿元。美容护肤品类以991亿元的销售额占据主导地位，日均GMV同比增速达11.65%；香水彩妆与洗护清洁品类分别实现334亿元和444亿元销售额，日均GMV同比增幅均超过13%。个护美妆在整体销售中位列第四，仅次于家用电器、手机数码和服装，展现出“稳中有进”的增长态势。消费趋势正从功能性向悦己性与长期护理并重转变。天猫、抖音、快手三大平台的美容护肤TOP1品牌分别为珀莱雅、韩束与THE WHOO，头部品牌保持稳定。但TOP2至TOP5排名发生显著变化：修丽可首次进入天猫前五，赫莲娜、谷雨、自然堂跻身抖音前列，韩束在快手升至第三，雪花秀成为快手新晋黑马。海蓝之谜、可复美、娇韵诗、OLAY等品牌退出前五。彩妆香水品类仍由外资品牌主导，YSL、兰蔻、迪奥等占据天猫、抖音、京东三大平台TOP5主要席位。毛戈平和卡姿兰是仅有的两家进入前五的国货品牌，显示出国货在东方美学赛道上的突破潜力。渠道生态差异明显：天猫榜单TOP20中国货品牌仅占5席，高端国际品牌占据主导；而抖音TOP20中国货品牌超过10个，韩束、珀莱雅稳居前二，谷雨、百雀羚、自然堂等进入前十，体现其“国货崛起”的内容驱动逻辑。蝉妈妈数据显示，抖音大促期间有23个美妆达人直播间销售额破亿，其中贾乃亮、广东夫妇单场销售额达5–7.5亿元。超三分之一爆款商品标注“达人专属”，多集中于THE WHOO后天气丹套盒、SK-II明星单品等大单品。品牌自播能力显著提升，23个破亿直播间中有9个为品牌官方直播间，包括雅诗兰黛、兰蔻、珀莱雅、赫莲娜等。这些品牌凭借“店播+大单品”组合进入抖音商品TOP20，显示出“去达人化”的运营趋势。2025年双11周期长达36天，为史上最长。资源前置成为行业共识，预售期决定胜负，11月进入收尾阶段。部分品牌通过“预售爆发+正式期回拉”的双峰结构实现二次增长。销售节奏呈现分化：部分达人将流量峰值设于10月中旬抢占预售，另一些主播与品牌则选择在大促尾部通过“返场”等内容制造新增长。品牌需系统判断平台节奏、用户心智与竞争态势。双11已从“单点爆发的大促机制”转变为“长周期全域运营的综合考场”。品牌竞争焦点转向节奏掌控力、全域资源配置与全链路协同能力。AI技术深度参与双11全链路。淘宝推出“AI*搜”和“AI清单”，根据模糊需求生成购物攻略和个性化清单；京东JoyAI覆盖供应链，京小智5.0累计服务1.6亿次；抖音豆包接入商城，支持智能商品推荐。商家端AI应用广泛：淘天为超500万商家配备“AI店长”与“AI员工矩阵”，生成500万条经营策略，平均节省30%工作量；生意管家AIGC生成1.5亿个图片或视频素材；阿里妈妈AIGC日均帮商家节省素材成本超4000万元。京东“京点点”“JoyGen平台”使商家5分钟内生成营销视频；抖音“AI练播房”助新商家30分钟完成开播准备。淘天“店小蜜5.0”自动化处理一半售后问题，“货品全站推”助力百万商品成交增长超30%。京东数字人直播带动GMV超23亿元，累计开播时长超500万小时。AI应用越深的商家，经营效率提升越明显，在长周期中更具持续输出能力。电商竞争重心正从“资源密度”转向“技术密度”。AI改变了短视频产能瓶颈，实现无限内容供给；AI直播间延长在线时间；AI客服降低人力负担；AI投放模型赋能中小商家精细化运营。各平台战略趋向差异化：淘天打造融合货架与内容的“大消费平台”；抖音坚持“好内容即生意增长第一生产力”，深耕兴趣电商；小红书强化种草价值与社区生态；京东聚焦高价值用户资产与供应链优势。品牌渠道策略走向精耕细作，不再追求全平台均匀铺货，而是依据自身定位进行针对性布局。用户运营重点从获取流量转向沉淀用户资产。淘宝88VIP与京东PLUS会员成为核心高价值用户群体。双11期间，品牌利用平台会员工具，通过专属优惠、积分加赠、线下联动等方式提升复购率与忠诚度。双11的价值已从单纯追求交易效率，扩展为对平台生态的全面赋能。AI落地、即时零售普及、大消费平台探索共同拓展电商边界。平台、品牌与消费者关系趋于理性与长期主义：平台注重生态健康，品牌关注用户资产积累，消费者做出更审慎的选择。双11反映出行 业增长结构的根本性转变。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.35.9","shortVersion":"4.35.9","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2584673937","isCrawlerRequest":true}