Negative growth!The cosmetics market continues to be sluggish?

A few days ago, the National Bureau of Statistics released the national economic statistics from January to May 2022. The data showed that from January to May 2022, the total retail sales of social consumer goods was 171.689 billion yuan, a year-on-year decrease of 1.5%. In May 2022, the total retail sales of social consumer goods were 3354.7 billion yuan, a year -on -year decrease of 6.7%. Among them, the total retail sales of cosmetics category were 29.1 billion yuan in May 2022, a year -on -year decrease of 11%. This is the first time that the retail sales of cosmetics have been negatively increased in May in five years.

In 2022, the cosmetics industry was affected by the epidemic, the Russian and Ukraine War, and various factors. Since March, the sales share has begun to decline month by month. Prior to this, it was the New Year's New Year season, and major e -commerce platforms started large promotion activities. The total sales of cosmetics reached 61.8 billion yuan, and in March, it fell to 34.5 billion yuan, a year -on -year decrease of 6.3%. Since March, the retail sales of cosmetics have fallen for the first time in 24 months.

In April, it was the off -season of sales. At the same time, it was impacted by the epidemic. It adjusted the control policy in many places and adopted home isolation measures. The total retail sales of social consumer goods was 294.83 billion yuan, a year -on -year decrease of 11.1%. 22.3%.

It is not difficult to see that the sales of the cosmetics industry have been recovered since May. Since the end of May, the 618 activities of major e -commerce platforms have been opened one after another, and they have paid deposit and full reduction activities. At 8 pm on May 31, consumers can already pay the end of the platform. According to data, compared with last year's pre -sale data, this year's 618 cosmetics category pre -sale period data has increased, and several major international and domestic brand data have been greatly improved.

In June this year, the sealing control of various places has achieved significant results. The national economy is gradually recovering. Some experts said that economic operations are expected to be further adjusted: demand is expected to grow, production recovery is expected to accelerate, and market operations are expected to improve.

According to industry analysts, since 2022, the sales of Tmall flagship stores of some foreign heads of beauty brands have reached a negative sales. In the context of repeated epidemics and the rise of domestic goods, some big brands need to pass through the 618 major in the year. Latin the brand's sales growth.

Therefore, compared with previous years, this year's foreign brand has a greater discount. Buying formal outfits, small samples, 50 % off sales, etc., have stimulated consumers' desire to buy, and this is also this is also for it. This year's 618 activity data growth contributed a lot of power.

According to the survey, most consumers will keep a wait -and -see attitude before 618. For some non -needed items, people are more willing to wait for the June event to start buying, or pay for the deposit first, and the comparison data can also be seen. Although five Although the monthly cosmetics sales are still negative growth, there have been signs of recovery.

I believe that this year's 618, although the epidemic was labeled "the most difficult 618 in history", can still be able to carry water. The cosmetics industry is also expected to die, reversing the decadent.

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