抖音2025Q1高增行业与爆款复盘（上）

DATAINSIDERCONSULTING抖音2025Q1高增行业与爆款复盘（上）CONTENTS目录护肤品01户外02个人护理03护肤品行业2025Q1数据拆解PART ONE01护肤品行业2025年Q1同比增长强劲，增长来自于三八大促的集中成交护肤品2025Q1抖音护肤品Q1月均销售均衡，单月销售均呈同比增长态势，2月平销月涨势最猛300亿+（2025Q1）同比增长27.34%100+100+100+14.85%44.45%29.74%2025/012025/022025/03护肤行业GMV抖音销售额（亿元）销售额同比0246810122025/01/012025/01/032025/01/052025/01/072025/01/092025/01/112025/01/132025/01/152025/01/172025/01/192025/01/212025/01/232025/01/252025/01/272025/01/292025/01/312025/02/022025/02/042025/02/062025/02/082025/02/102025/02/122025/02/142025/02/162025/02/182025/02/202025/02/222025/02/242025/02/262025/02/282025/03/022025/03/042025/03/062025/03/082025/03/102025/03/122025/03/142025/03/162025/03/182025/03/202025/03/222025/03/242025/03/262025/03/282025/03/30单日销售额（亿元）护肤品Q1子类目数据表现中，面部护肤占比高达84%，防晒跃升至第三占比5%从成交表现来看，面部护肤、眼部护理、颈部护理、医用敷料平均成交价超过百元，溢价能力明显；新增定制类美妆类目护肤品2025Q17118193213744478281982241643714260409877306532312278326694111120851890447256690面部护肤眼部护理防晒男士护肤唇部护理颈部护理T区护理医用敷料旅行装/体验装润唇膏定制类美妆商品数品牌数面部护肤84%眼部护理7%防晒…品类名称平均成交价销量销售额面部护肤134.62.5亿~5亿250亿~500亿眼部护理107.832500w~5000w25亿~50亿防晒92.851000w~2500w10亿~25亿男士护肤80.56500w~750w5亿~7.5亿唇部护理55.55250w~500w2.5亿~5亿颈部护理102.2100w~250w1亿~2.5亿T区护理64.71250w~500w1亿~2.5亿医用敷料135.55100w~250w1亿~2.5亿旅行装/体验装47.37250w~500w1亿~2.5亿润唇膏22.57250w~500w7500w~1亿定制类美妆-0025.43%18.32% 18.20%15.47%5.28%5.13%4.86%3.59%1.38%1.03%12.05% 15.20% 24.70% 11.21% 32.19% 24.11%87.43%525.46%62.03%23.05%面部护理套装乳液/面霜液态精华贴片面膜洁面皂/洁面产品化妆水/爽肤水面部精油/纯露涂抹面膜喷雾安瓶/原液面部护肤子类目GMV销售额占比销售额同比84.33%7.03%4.73%1.30%0.63%0.52%0.47%0.43%0.35%0.21%0.00%23.59%69.21%39.96%-0.87%69.94%43.22%198.92%382.61%13.84% 27.64%0面部护肤眼部护理防晒男士护肤唇部护理颈部护理T区护理医用敷料旅行装/体验装润唇膏定制类美妆子类目GMV销售额占比销售额同比Q1子类目中眼部护理高增来源于消费者认知提升，防晒增长来自于品牌抢跑夏季面部护肤体量占比高达84.33%，拆解其子类目构成，面护套装、乳液面霜、液态精华占比位居前三，其中液态精华增速超过面套，更多超级单品入局进行收割护肤品2025Q1护肤品Q1TOP20品牌中，丸美、百雀羚找到电商新姿势，实现爆发高增品牌中多数以超级单品增长驱动品牌增长，通过三八女王节集中收割护肤品2025Q1排名排名变化品牌平均成交价品类销量品类销售额市场份额销售额同比1-KANS/韩束131.421000w+10亿+3.97%-16.86%21L'OREAL/欧莱雅262.22250w+7.5亿+2.04%26.86%3-1PROYA/珀莱雅255.71250w+7.5亿+1.94%11.06%48谷雨226.64250w+5亿+1.81%45.29%5-ESTEE LAUDER/雅诗兰黛569.1175w+5亿+1.34%26.05%62CHANDO/自然堂261.94100w+5亿+1.32%69.88%73MARUBI/丸美241.38100w+5亿+1.27%135.12%8-4可复美167.08250w+2.5亿+1.15%76.00%9-3LA MER/海蓝之谜1311.0525w+2.5亿+1.15%34.04%101LANCOME/兰蔻406.63100w+2.5亿+1.12%34.55%11-4HR/赫莲娜1002.6325w+2.5亿+1.10%35.98%1219PECHOIN/百雀羚220.76100w+2.5亿+0.95%691.19%134HBN286.11100w+2.5亿+0.93%37.42%145OSM/欧诗漫118.2250w+2.5亿+0.85%-4.37%1512GALENIC/科兰黎1397.6310w+2.5亿+0.84%172.43%1624Forest Cabin/林清轩182.04100w+2.5亿+0.84%502.15%173DCEXPORT556.7250w+2.5亿+0.82%6.31%18-9TheeWoo/后229.09100w+2.5亿+0.75%-39.13%19-4HEXKIN/赫诗琴211.93100w+2.5亿+0.72%1249.63%2080MEICHIC155.59100w+2.5亿+0.71%2227.36%护肤品行业--TOP品牌排行（2025Q1）商品名称平均成交价商品图销售额占比丸美第三代胜肽小红笔眼霜293.337.17%百雀羚超A瓶2.0套装374.4166.88%法国科兰黎抗氧1号VC精华24组 1740.2654.51%林清轩山茶花精华油5.0273.9873.94%高增品牌的超级单品（2025Q1）从TOP单品数据来看，当季新链接有160个，品牌多在三八前完成年度第一波上新护肤品2025Q1排名商品名称首次上架时间商品类目品牌名称平均成交价销量销售额51【董先生专享】肌肤未来二代377水乳组合美白淡黄补水保湿提亮2025/03/31面部护肤-面部护理套装SKYNFUTURE/肌肤未来5997.5w+5000w+56英国HERBMODA赫珀德胶原炮灌注水光面膜轮廓固定2025/02/14面部护肤-贴片面膜HERBMODA198