OPPO母亲节营销翻车，线上营收占比超70%的美妆品牌早就“弃”了！_老虎社区_美港股上老虎

OPPO母亲节营销翻车，线上营收占比超70%的美妆品牌早就“弃”了！

蓝鲸财经05-13

作者| 看见美业此间少年母亲节本是美妆礼赠消费的重要节点，但今年主流电商平台并未明显押注，反而提前将重心转向618，京东、淘宝天猫、抖音大促周期分别拉长至46天、39天和35天。所以，当OPPO母亲节营销翻车，美妆营销圈却一片风平浪静，因为线上营收占比超70%的美妆品牌早就悄悄把这个节日的营销“弃了”。（图源：基于公开信息整理）大促提前与周期拉长的背后，是平台对用户预算和品牌投放的提前争夺。尤其...

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此间少年母亲节本是美妆礼赠消费的重要节点，但今年主流电商平台并未明显押注，反而提前将重心转向618，京东、淘宝天猫、抖音大促周期分别拉长至46天、39天和35天。所以，当OPPO母亲节营销翻车，美妆营销圈却一片风平浪静，因为线上营收占比超70%的美妆品牌早就悄悄把这个节日的营销“弃了”。（图源：基于公开信息整理）大促提前与周期拉长的背后，是平台对用户预算和品牌投放的提前争夺。尤其...</p>\n\n<a href=\"https://www.lanjinger.com/d/1778639736924698447\">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":"LU0593848301.USD","symbol_name":"未来资产亚洲卓越消费股票基金A","start_time":0,"source_url":"https://www.lanjinger.com/d/1778639736924698447","article_id":"2635208007","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2635208007","pubTimestamp":1778655201,"columns":[],"sourceInfo":{"source_id":"lanjinger_stock","name":"蓝鲸财经"},"weMediaInfo":null,"summary":"所以，当OPPO母亲节营销翻车，美妆营销圈却一片风平浪静，因为线上营收占比超70%的美妆品牌早就悄悄把这个节日的营销“弃了”。CODC数据显示，2025年Q1，化妆品位居全国户外广告投放TOP3行业，并持续保持增长。这意味着，美妆品牌很难再依赖单一渠道完成增长。与此同时，抖音TOP20中出现的ELL、HBN、造物者等新锐或内容型品牌，在淘天TOP20中并未出现。美妆行业大概率将延续“外资稳高端、国货强大众”的分层格局，集中度持续提升。","collect":0,"end_time":0,"defaultTopTitle":"lanjinger.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"89618":"京东集团-SWR","89988":"阿里巴巴-WR","LU0593848301.USD":"未来资产亚洲卓越消费股票基金A","LU2293587155.HKD":"ALLIANZ 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此间少年母亲节本是美妆礼赠消费的重要节点，但今年主流电商平台并未明显押注，反而提前将重心转向618，京东、淘宝天猫、抖音大促周期分别拉长至46天、39天和35天。所以，当OPPO母亲节营销翻车，美妆营销圈却一片风平浪静，因为线上营收占比超70%的美妆品牌早就悄悄把这个节日的营销“弃了”。（图源：基于公开信息整理）大促提前与周期拉长的背后，是平台对用户预算和品牌投放的提前争夺。尤其是美妆对线上渠道的依赖，已处在高位——2025年，林清轩、贝泰妮、丸美生物线上收入占比分别为70.4%、74.1%和88.5%，上美股份更是达到93.9%。（图源：基于上市企业财报整理）然而，当前线上美妆呈现出一种割裂感：一边第三方平台数据显示，2026年Q1，淘宝、天猫、京东、抖音四大平台美妆GMV同比增加6.83%，行业仍在增长。另一边却是营销节点增多、消费者疲劳，“平淡”成为大量品牌对大促的真实感受。当美妆难以复制过去靠大促、靠超头主播、靠爆品迅速起量的增长故事，平台之间冷暖不均，品牌之间分层加剧，品类之间重新排序——美妆线上生意，正从“节点爆发”转向“常态化消耗”。美妆不是货架生意，单渠道红利正在结束线上美妆做的并非标准化的“货架生意”，消费者购买美妆产品，往往经历“模糊焦虑—被内容触发—产生信任—形成种草—多平台验证—比较权益—最终下单”的过程。这种链路，让不同平台承担的角色有所区别。京东强在“货架效率”，而美妆强依赖“内容效率”；京东能解决“商品可信”，但美妆还需要“效果可信、场景可信、身份可信”。平台能力与美妆生意的错配，让美妆一直是京东的短板之一。2026年Q1，京东美妆仍处于负增长区间，GMV规模在主流平台中最低。（图源：基于第三方数据整理（仅供参考））当然，京东的优势更多体现在订单质量和经营稳定性上。敷尔佳货架电商负责人王鑫磊表示，过去品牌常常需要把预算押注于单一爆款，成败受投放时机甚至运气影响；但在京东，用户沉淀更可追踪、可运营，“不是一次性的生意，而是有人帮你把盘子做厚”。相比之下，天猫增速从负转正，说明大牌美妆和品牌旗舰店心智仍能支撑其成交；淘宝仍处于负增长，说明原有长尾货架优势正被内容电商和品牌官方阵地共同挤压。抖音因打通“种草—直播—交易”闭环，其内容、达人和直播机制仍能快速放大GMV。即使2026年Q1抖音美妆增速已从同期26.09%放缓至14.13%，仍是美妆TOP1电商平台。抖音的强势，折射出品牌营销预算正在从传统搜索场景，转向短视频、内容场景和信息流场景。但另一面却是，商家需承担高投流成本、达人高佣金和全网最低价等压力，容易陷入“高GMV、低利润”的困境。更关键的是，如果品牌长期依赖投流、平台活动和价格刺激来维持增长，带来的可能只是销量，而非真正的品牌资产，最终陷入“有销售、无心智”的困境。丸美生物创始人孙怀庆曾表示：“品牌就像一棵大树，短期的销量是树叶，而品牌是树根。如果为了摘几片树叶，而破坏了树根，那这棵树迟早会枯萎。”面对这种困境，叠加抖音、淘宝直播等平台将流量更多倾斜至店播与货架电商的趋势，品牌方也在主动降低对达人的依赖。2026年Q1，抖音美妆TOP20品牌中，85%的品牌达人推广占比下降，其中韩束、造物者等国货品牌的达人推广占比已降至个位数。（图源：基于第三方数据整理（仅供参考））与此同时，包括韩束、敷尔佳、百雀羚、海龟爸爸等品牌，也将营销预算投入到电梯广告。CODC数据显示，2025年Q1，化妆品位居全国户外广告投放TOP3行业，并持续保持增长。分众传媒高管也表示，以化妆品为代表的消费品客户，线上流量广告预算正出现向线下回流的趋势。这意味着，美妆品牌很难再依赖单一渠道完成增长。它们既要在抖音获取内容与流量增量，也要在天猫承接品牌心智，在京东沉淀高质量订单，还要通过线下广告、品牌投放和私域运营补足长期认知。属于美妆行业的单渠道红利时代，正在结束。国货能冲量，但高端心智仍在外资手里随着消费市场愈发理性，美妆消费正呈现出“两头热、中间冷”的格局：要么追求极致性价比，要么选择功效明确、品牌背书强的高端产品，处于中间价位段的品牌愈发尴尬。2026年Q1，这一趋势仍在延续——除天猫商品均价上涨外，其他平台均价均出现下滑。（图源：《2025年度美妆护肤线上市场趋势洞察》）价格的分化，本质是品牌定位的分化。国货在大众市场、内容传播与功效表达上更具爆发力，而国际大牌仍然牢牢占据高端线和稳定成交心智。从2026年Q1抖音与淘天美妆TOP20榜单看，这种差异非常明显：抖音美妆TOP5中，国货品牌占4席，国际大牌仅1席；淘天TOP5则刚好相反，国际大牌占4席，国货品牌仅珀莱雅进入前列。与此同时，抖音TOP20中出现的ELL、HBN、造物者等新锐或内容型品牌，在淘天TOP20中并未出现。（图源：基于青眼情报整理）这种分层，在月度榜单中更加明显。抖音方面，韩束连续三个月位居TOP1，说明头部国货正在从“短期爆款”走向阶段性头部；珀莱雅、谷雨、自然堂等国货品牌排名的波动，则是品牌运营能力与流量效率的及时反馈。（图源：基于青眼情报整理）淘天方面，欧莱雅连续三个月位居TOP1，兰蔻稳定保持前二，雅诗兰黛、海蓝之谜、圣罗兰等国际大牌持续上榜，说明淘天依然是高端品牌心智和官方旗舰店承接的主场。（图源：基于青眼情报整理）更关键的是，在抖音与淘天TOP20的重合品牌中，国货品牌只有珀莱雅和毛戈平做到“双平台通吃”，而国际大牌达到6个。也就是说，国货虽然已经具备较强的内容爆发力和单平台冲量能力，但在跨平台稳定性、高端价格带和长期品牌心智上，仍与国际大牌存在差距。中国香料香精化妆品工业协会理事长颜江瑛曾表示：“中国品牌在整体市场中的胜利，是数量的胜利，而不是质量的胜利。目前，企业高质量发展难、做高端品牌难，是我国香妆行业面临的最大挑战。”中金分析师则指出，主要外资品牌正通过成分叙事升级、本土化供应链布局和多维度本土化决策，逐步实现中国区经营的企稳回升。美妆行业大概率将延续“外资稳高端、国货强大众”的分层格局，集中度持续提升。（图源：基于青眼情报整理）从GMV看，抖音TOP1韩束为13亿+，淘天TOP1欧莱雅为12亿元，头部绝对值差距并不大。但这并不意味着国货已经完成高端化，如何缩小与国际大牌的差距，仍是行业核心难题。正如美妆日化行业分析师孔思瀚所言：“能不能在某个细分领域建立起别人进不来的壁垒？能不能在护肤之外找到第二增长曲线？能不能从流量驱动变成品牌驱动？这些才是决定排位赛胜负的关键。”核心品类固化，美妆增长转向场景轮动核心品类固化，细分品类轮动增长，这是抖音与淘天美妆TOP20榜单共同释放出的信号。从榜单结构看，抖音TOP20中的韩束、珀莱雅、谷雨、自然堂等品牌，为国货功效护肤的基本盘；毛戈平、圣罗兰、蜜丝婷等品牌，则对应彩妆、防晒和妆效场景。淘天TOP20中，欧莱雅、兰蔻、雅诗兰黛、海蓝之谜代表高端护肤与抗老；修丽可、理肤泉、薇诺娜、科颜氏、丝塔芙代表皮肤学护肤和功效修护；卡诗则代表高端洗护。也就是说，虽然美妆行业多年来不断细分场景——抗老被拆成紧致、淡纹、胶原、早C晚A，修护被拆成屏障修护、敏感肌、术后护理，美白被拆成提亮、祛黄、淡斑；但消费者对“抗老、修护、变美、精致”的底层需求并没有改变。可当核心品类被反复开发，产品同质化和价格竞争就会加剧。李佳琦曾公开表示，“现在口红真的大同小异”，直指彩妆配色和产品创新不足。对不少国货品牌来说，难点是如何跳出相似功效、相似话术和相似价格带，在成熟品类里建立真正的差异化壁垒。与此同时，TOP20榜单中也出现了一些“突然杀出”的细分品类。淘天上，卡诗3月冲入前列，说明高端洗护正在被“护肤化”，头皮护理和发质修护开始具备高客单成交能力；修丽可、理肤泉、可复美等品牌的上升，说明功效修护、皮肤学护肤和敏感肌护理仍是重要增量。抖音上，蜜丝婷3月冲至前列，背后是防晒消费前置；Ulike进入榜单，则说明美妆消费边界正在向美容仪、个护仪器扩展。绑定明确使用场景，是这些品类杀出重围的关键。防晒绑定春夏、出游和通勤；高端洗护绑定头皮护理和精致生活；功效修护绑定敏感肌、抗老和屏障修护；美容仪绑定居家护理和身体管理。也就是说，美妆品类正从大品类普涨转向“细分场景轮动”——核心品类仍然固化，真正的增量则藏在更细的人群、更具体的痛点和更明确的使用场景里。这意味着，未来美妆品牌的机会，在于能否把一个细分场景讲透、做深，并在合适的平台上放大。谁能先找到属于自己的那个场景，谁就更有可能在下一轮排位赛中往前走一步。","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,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}