“In the last five years, online beauty sales channels have rapidly expanded, cross border e-commerce and makeup are increasingly popular categories, and consumer preference is shifting to higher-end goods,” said Danielle Bailey, head of APAC research at L2.
According L2’s fourth annual Digital IQ Index: Beauty China 2017, premium beauty brands received five times the search volume and 16.5 times the growth in brand term searches as mass brands in 2016. The average Digital IQ percentile rank is up 9% for prestige brands year-over-year, while mass brands dropped more than 15%.
Since 2014, Tmall Store adoption rates have grown 57%, with 86% of index brands now on the platform. In the same period, brand adoption of JD.com has grown 240% across index brands, and adoption for beauty-specific e-commerce platform Jumei has increased 87%, according to L2.
More info: www.l2inc.com