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1、Moojing Market IntelligenceChina Tmall Consumer D11 Trend Analysis&2022 in Review Source:Moojing Market IntelligenceDATE：22 Feb,2023Tmall:operated in China by Alibaba Group,Tmall is a platform for local Chinese and international businesses to sell brand-name goods to consumers in Greater China魔镜市场情报

2、：SynopsisChina Consumer D11 Trend Analysis on TmallThe 2022 D11 shopping festival concluded on 12 Nov 2022.Unlike previous years,Tmall did not disclose their GMV in 2022,just comments like“in line with last year”“.D11 shopping festival evolved from a one-day carnival to a two week shopping festival

3、since 2020.To help our clients better understand consumer behavior and industry trends in selected subsectors like Cosmetics,F&B,Home Appliances and Sportswear during D11,Part 1 of this report is China Tmall consumer D11 trend analysis.Tmall 2022 in ReviewTo help our clients become more familiar wit

4、h the dynamics of the Chinese e-commerce market in 2022,Part 2 of this report is China Tmall 2022 annual analysis.ContentsContents01 China Consumer D11 Trend Analysis on Tmall02 Tmall 2022 in Review魔镜市场情报：Sales figures description of Part 1Research topic:Double 11 related sales figures E-commerce pl

5、atform:TmallTime period:Oct.20 Nov.11,2021,Oct.24 Nov.11,2022All categoriesData source:Moojing Market IntelligenceSpecial comments:sales figures take product return into consideration,which may be different from official sales figures of TmallData source:Moojing Market Intelligence based on public i

6、nformation from internetSales figures description of Part 2Research topic:2022 annual related sales figures E-commerce platform:TmallTime period:Jan,2022 Dec,2022;Jan,2021-Dec,2021All categoriesData source:Moojing Market IntelligenceSpecial comments:sales figures take product return into considerati

7、on,which may be different from official sales figures of TmallPart1Part 1:China Consumer D11 Trend Analysis on Tmall魔镜市场情报：Overall analysis of Tmall platform on D11 festival1.Overall sales:GMV of Tmalls Double 11 Top 100 categories did not change much compared to the same period last year,with GMV d

8、own by 2.68%,but average price was up by 7.57%,due to 3 factors:Consumer spending declines due to weak macro-economic environment;Emerging channels e.g.Douyin expanded into Double 11 and grabbed market share from TmallPromotion cycle of Double 11 2021 was 4 days longer than that of Double 11 2022.2.

9、Category:Among 16 major categories with a total GMV RMB2bn on Double 11,GMV of womens shoes declined the most,down30%YoY;GMV of accessories category grew the most,up 108%YoY.GMV change varied with categories and we cant draw the conclusion that GMV of most categories declined.3.Brand:Top 3 brands fo

10、r most categories have not changed significantly,the proportion of Chinese brands in Top10 categories has increased,and consumers preference for Chinese brands has been further enhanced.Double 11 2022 vs.Double 11 2021:cumulative GMV of Top100 categoriesTimeCumulative GMV（RMB100mn）Cumulative GMV cha

11、ngeCumulative sales volume(100mn pieces)Cumulative sales volume changeAverage price（RMB）Average price changeDouble 11 20223,016-2.68%19-10.79%158.747.57%Double 11 20213,099-21-147.57-Data source:Moojing Market IntelligenceTime period:Oct.20 Nov.11,2021,Oct.24 Nov.11,2022魔镜市场情报：Double 11 China e-comm

12、erce platforms sales events:focus on user experience,shorten event cycle and adjust the sales time to“8 p.m.Pre-sales phase started at 8 p.m.on Oct.24th8 p.m.on Oct.31th.First wave：Check out+spot goodsSecond wave of pre-sales phaseEncore periodOct.20thOct.31stNov.3rdNov.10hNov.11th Nov.13thData sour

13、ce:Moojing Market Intelligence based on public information from internetShopping spreePre-sales phase started at 8 p.m.on Oct.20th8 p.m.on Oct.31th.Good Start(official sales)Special Sales PeriodSuper Brand Day+Stores Discount Day+Category Day+Plus Membership DayRush hoursWarm-up periodTens of billio

14、ns of subsidies,coupon sec-kill,sub-venue evemts,treasure chestsOfficial salesPay deposit on Oct.24thCheck out and buy spot goods Offer featured/themed categories with deeper discounts on a daily basisCheck-outFlash sales of products with deeper discounts within limited time Oct.24thOct.13thPay depo

15、sit魔镜市场情报：1.0%0.9%1.6%1.3%48.3%30.9%-40.0%-30.0%-20.0%-10.0%0.0%10.0%20.0%30.0%40.0%50.0%60.0%0%5%10%15%Beaut&skin care/body care/essential oilLarge home applianceWomens fashionFurnitureHandsetsHousehold cleaning/sanitary napkins/paper/aromatherapySneakersMens fashionKitchen appliancesGift cardsMake

16、up/Perfume/Beauty ToolsHome applicancesLadies underwear/Mens underwear/Lounge WearChildren/baby clothing/parent-child fashionJewelry/diamond/emerald/goldHome improvementBaby productsPets/pet food&suppliesHealth food/dietary supplementsSportswear/casual apparelYoY changeGMV%Double 11 2021Double 11 20

17、22Sales YoY changeComparative analysis of Tmalls Double 11 level-1 categories in the past two years shows that GMV of jewelry/diamonds/emeralds/gold increased by 48.3%YoY and its proportion of total GMV increased by 0.6%;pets/pet food and supplies increased by 30.9%yoy and its proportion of total GM

18、V increased by 0.4%.In addition,home improvement increased by 16.9%YoY,health food/dietary nutritional supplements increased by 13.9%YoY,and their proportions of total GMV both increased by 0.2%.Gold price has risen recently,and the sales of gold jewelry are booming.The GMV of gold/jewelry accounted

19、 for 73%of total GMV of jewelry/diamonds/emeralds/gold.Pet products sales continued to grow during Double 11 and GMV of sub-category products e.g.cat food,dog food,cat/dog grooming and cleaning products ranked TOP3.Double 11 Tmall Tier 1 categories GMV Tmall Double 11 2021 vs.2022:GMV breakdown of t

20、op 20 category魔镜市场情报：RankingCategory name(level-1)GMV(RMB100mn)YoY change1Beauty&skin care/body care/essential oil344.7-8%2Large home appliance180.12%3Womens fashion162.0-21%4Furniture136.49%5Handset127.0-7%6Cleaning/paper/aromatherapy102.39%7Sneakers92.9-1%8Mens fashion90.8-27%9Kitchen appliance69.

21、99%10Gift card63.046%Tmall platform level-1 category ranking by GMV on D11RankingCategory name(level-1)YoY changeGMV(RMB100mn)1Online game cards307%9.22Education&training161%14.53Accessories/fashion jewelry/fashion accessories109%22.14Personalized customization/design service/DIY86%4.75Rx drug63%8.8

22、6Digital Camera/SLR Camera/Camcorder58%5.07Stationery audio-visual education/stationary supplies/office supplies52%19.88Jewelry/diamond/emerald/gold48%47.99Gift cards46%63.010 Local life services45%4.9Top 10 categories by YoY growthTop 10 categories by GMV魔镜市场情报：Tmall Double 11 Beauty&skincare brand

23、 ranking by GMVNo.1 category:Beauty&Skin Care/Body Care/Essential OilsSAMPLE数据Data source:Moojing Market Intelligence based on public information from internetRankingBrand nameGMV(RMB100mn)ASP（RMB）1LOREAL 25.42 341 2LANCOME16.81 9233ESTEE LAUDER15.27 7944OLAY15.06 330 5PROYA15.00 344 6Winona12.41 22

24、97SHISEIDO8.34 745 8QUADHA7.82 462 9Skin Ceuticals7.70 1,01210SK-II7.27 1,267 Beauty&Skin care/Body Care/Essential Oil:No.1 ranking categoryMakeup/Perfume/Beauty Tools:No.11 ranking categoryBeauty&skincare:both medical beauty and skincare had impressive performance and Chinese brands did not change

25、their rising momentumAccording to Double 11 sales figures,Winona ranks TOP6 in Tmall beauty&skin care category this year and TOP1 in the beauty category on Tmall supermarket.The Omni-channel GMV of Kefumei,a subsidiary of Giant Bio,increased by 130%.Medical skin care is growing its market share.From

26、 the perspective of brand structure,international brands still occupy a dominant position,but some Chinese brands have not changed their rising momentum.A number of Chinese brands e.g.Winona,Kwadi and Florasis have strong momentum.Improved strength of leading Chinese companies+enhanced confidence in

27、 Chinese culture are the key factors of the rise of Chinese brands.魔镜市场情报：In terms of overall market size,beauty&skin care market has shrunk significantly,with GMV down 12.44%YoY.On the one hand,consumers are more cautious and conservative in the consumption of beauty and skin care products due to r

28、esurgence of Covid-19,economic pressure and spending cut;on the other hand,emerging channels started to grab market share from Tmall.In terms of daily sales trends,the first day of pre-sale started off well,contributing RMB19.79 billion of GMV,in which special livestreaming of Li Jiaqis Super Beauty

29、 Festival on that day significantly drove product sales.After the first day,sales slumped and and the market started to cool down.Tmall D11 Beauty&Skincare Category GMV down 13%y/y0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 0 50 100 150 200 250 300 10/2410/2510/2610/2710/2810/2910/3010/3111/1

30、11/211/311/411/511/611/711/811/911/1011/11Sales volume(10k)GMV(RMB100mn)GMV（RMB100mn）Sales volume(10K)The first wave of pre-salesThe first wave of official salesWarm-up of the second waveThe second wave of official salesRMB44.99bnRMB40.20bnDouble 11 2021Double 11 2022 Tmall Double 11 2021 vs.Double

31、11 2022:Beauty&Skin Care GMV TrendGMV declined by12.44%YoYTmall Double 11 2022 Daily Sales Trend of Beauty and Skin Care 魔镜市场情报：In terms of subcategories,sales of cosmetics/perfume/beauty tools and beauty&skin care/body care/essential oils both declined to varying degrees compared with double 11 202

32、1,among which the decline of cosmetics/perfume/beauty tools was more obvious and GMV was down 25.87%YoY,as the demand for makeup when going out has weakened and the consumption of cosmetics-related products has cooled down as people spend more time at home due to covid-19.In terms of top brands,Chin

33、ese brands are among top 5 brands of make-up/perfume/beauty tools and beauty&skin care/body care/essential oils.Florasis is the leading Chinese cosmetics brand and Proya is the leading Chinese skin care brand,and consumers preference for Chinese brands is further strengthened.Tmall D11 Beauty&Skinca

34、re Cosmetics GMV down 26%y/y and a growing preference for local Chinese Brands0 50 100 150 200 250 300 350 400 Beauty&skinCosmetics/perf2021-D112022-D11Tmall Double 11 2021&2022Level-1 Beauty&Skincare Category GMV(RMB100mn)Tmall Double 11 2022 Market share of top 5 brands of 1evel-1 categories5%5%4%

35、4%3%79%8%5%5%4%4%74%MacFlorasis3ceYSLEstee LauderOthersLOrealLancmeEstee LauderOLAYProyaOthers魔镜市场情报：Beauty&Skin Care market trend analysis|Consumer preference shifting to“evidence-based”branding,particularly in the anti-aging segmentIn terms of selling points of ingredients,Moojing noticed some cha

36、nges in trends:1.Shift from industry ingredients to brand ingredients;2.brand ingredients shift from international brands to Chinese brands/new brands;3.High-value ingredients shift from fancy ingredients to basic ingredients;4.shift from single ingredient to compound ingredient;5.shift from extract

37、ed ingredients to green synthetic ingredients.At present,due to regulation over efficacy claims,many brands are trying to make changes,taking the lead in transform from“ingredients brand to formula brand and the evidence-based brand,aimed to attract more consumers with differentiated products and in

38、crease brand value.Focus on anti-aging market:Human Skin Aging Evaluation Standard“is the first human skin aging evaluation standard in China.China Anti-aging Promotion Association Self CommitmentThe solid standard of T/ZGKSL001-2022 Evaluation Standard of Human Skin Aging issued by China Anti-aging

39、 Promotion Association follows the principles of openness,fairness,transparency,consensus,and promotion of trade and exchanges,formulated based on“Standard Procedure Document ZGKSL.The content stipulated in the group standard of T/ZGKSL001-2022 Human Skin Aging Evaluation Standards conforms to the r

40、equirements of relevant national laws,regulations and mandatory standards,and does not infringe on the legitimate rights and interests of others.China Anti-aging Promotion Association makes this commitment on a voluntary basis,and is responsible for the authenticity of the content of the above commi

41、tment.China Anti-aging Promotion AssociationSep.01,2022Home Standardization event Social groups Group standard Regulation&Inspection Good Code of Conducts Evaluation Publication FAQsHot issues:Qinghai Cordyceps Association successfully passed the review of four Cordyceps group standardsNational Grou

42、p Standard Information PlatformJasmine flowers and jasmine leaves from Naolys(International)Laboratory Sea fennel from international supplier SEPPICEdelweiss callus from international supplier CrodaActivates the skins self-cleaning program to remove dead cells3DEJ BOOSTERTM TECHNOLOGYTargeting diffe

43、rent types of collagen魔镜市场情报：Tmall Double 11 Large Home Appliance Brand Ranking by GMVRankingBrand nameGMV(RMB100mn)ASP（RMB）1Haier28.52 3,849 2Midea24.88 3,378 3Little Swan11.50 4,382 4TCL9.70 4,037 5MIUI8.84 3,341 6Siemens8.59 4,721 7GREE7.53 4,459 8Hisense7.21 4,287 9Panasonic5.02 6,616 10Robam4.6

44、3 957 No.2 category:Large home appliancesData source:Moojing Market Intelligence based on public information from internetTraditional large home appliances:No.2 ranking categoryKitchen appliances:No.9 ranking categoryHousehold cleaning appliances:No.12 ranking categoryHome appliances:consumption dif

45、ferentiation is significant,premiumization vs.value for money During double 11,home appliances showed a phenomenon of consumption differentiation.On the one hand,consumers prefer set of products and premium products,and on the other hand,they pursued cost-effectiveness.The integration and premiumiza

46、tion are mainly reflected in the white goods category.According to public data,the purchase rate of Midea set of products during Double 11 period increased by 22%YoY,and the growth rate of Haiers premium brand Casarte on JD.com and Tmall exceeded 30%.The pursuit of cost-effectiveness is mainly refle

47、cted in the category of small kitchen appliances.Bear brand,known for its high cost-effectiveness,has increased its GMV by 40%YoY,outperforming the industry.魔镜市场情报：In the context of waning consumer confidence,weak home appliance market,rolling dynamic COVID lockdowns across+50 cities,Tmall Double 11

48、 promotion activities changed e.g.shorten the cycle,offer deeper discounts and raising the discount thresholds.During the shopping festival,the GMV of home appliance found it difficult to exceed RMB30 billion;overall sales performance was basically the same as that of Double 11 2021,and GMV increase

49、d only slightly by 0.3%YoY.Tmall D11 Home appliances Growth was flat at 0.3%0 100 200 300 400 500 600 700 0 10 20 30 40 50 60 10/2410/2510/2610/2710/2810/2910/3010/3111/111/211/311/411/511/611/711/811/911/1011/11Sales volumeGMVGMV(RMB100mn)Sales volume(10k units)The first wave of pre-salesThe first

50、wave of official salesWarm-up of the second waveThe second wave of official salesRMB30.58bnRMB30.68bn250 260 270 280 290 300 310 320 Double 11 2021Double 11 2022100000000Tmall Double 11 2021&2022Home Appliance GMV TrendGMV YoY change+0.3%Tmall Double 11 2022 Daily sales trend of home appliancesCateg

51、ory description:The sales figures of home appliance industry is compiled from level-1 categories of large home appliances,household appliances and kitchen appliances on the Tmall platform;魔镜市场情报：Tmall D11 Home Appliances Small Kitchen Appliance GMV+9%y/y.All other sub-categories declined or had marg

52、inal growth0 40 80 120 160 Traditional large homeHousehold cleaningLarge kitchen appliancesSmall kitchen appliances2021-D112022-D11Tmall Double 11 2021&2022 Level-1 Home Appliance Categories GMV Tmall Double 11 2022Top 5 brands for each level-1 category by market share 12%7%6%5%4%66%MideaSuporJOYOUN

53、GBEARQinyuanOthers15%14%12%9%5%45%ROBAMFotileMideaSiemensOthers15%11%7%7%5%56%ECOVACS TINECODREAMERoborockOthers18%14%8%6%6%47%HaierMideaLittle SwanOthersVATTIDysonTCLXiaomiAgainst the backdrop of a weak home appliance market,traditional large appliances and small kitchen appliances achieved relativ

54、ely impressive performance,with GMV up 2.5%and 8.7%YoY respectively,while large kitchen appliances e.g.integrated stoves,dishwashers and range hoods and gas stoves fell by 8.9%.the growth rate of household cleaning appliances has dropped or even shrunk,and sales of water purifiers and heaters droppe

55、d was weak.As a result,home appliances recorded the largest decline of 13.3%on Double 11.Midea continued to lead the home appliance market and its sales ranked No.1 on Double 11 2022.Data description:Kitchen appliances include kitchen appliances,integrated stoves,dishwashers,and disinfection cabinet

56、s under the first-level category of large kitchen appliances on Tmall platform.66%45%56%47%魔镜市场情报：Home appliance market trend analysis|Focus on 6 major scenarios and overseas market,coffee makers have strong growth momentum in ChinaMom&baby productsPet foods&suppliesHousehold cleaning appliancesHeal

57、thy foodsMassage chairHome fitnessRankingBrand nameGMV（RMB10,000）Sales volume（units）ASP（RMB）1Delonghi9,662.9019,7704,8882Barsetto3,584.307,4894,7863PHILIPS3,351.9010,5183,1874NESPRESSO2,802.6021,6811,2935maxims de paris1,839.403,4525,3286Petrus1,568.809,7481,6097Gemilai862.84,2102,0498Welhome7501,29

58、15,810Double 11 Top 8 coffee maker brands0.271.870.52.637.5%62.5%42.5%57.5%Chinese brandsForeign brands1091 2754 1571 3213 44.00%16.67%Chinese brandsForeign brandsTmall Double 11 2021&2022 Share change of Chinese brand and foreign brandDouble 11 2021&2022ASP change魔镜市场情报：Tmall Double 11 Sneaker bran

59、d ranking by GMV RankingBrand nameGMV(RMB100mn)ASP（RMB）1Nike18.60547 2ANTA11.13335 3lining8.66352 4Fila8.32552 5Adidas7.45426 6NEW BALANCE5.96509 7JORDAN5.20759 8Skechers3.86428 9Puma3.36463 10XTEP3.06224 No.7 category:SneakersSneakers:No.7 ranking categorySports wear/Casual Wear:No.20 ranking categ

60、oryOutdoor/Mountaineering/Camping/Travel Goods:No.28 ranking categorySports/Yoga/Fitness/Fans Supplies:No.47 ranking categorySports Bags/Outdoor Bags/Accessories:No.97 ranking category“Sports&outdoors”products are still very popular,which drives the consumption of sports&outdoor“productsAccording to

61、 Star Map data,the GMV of sports and outdoor category on e-commerce platforms during Double 11 reached RMB33.3 billion,up 3.3%YoY,ranking among the top 10 categories in terms of GMV.Due to Covid-19,consumer enthusiasm for sports has not diminished,which has driven the growth of sports&outdoor indust

62、ry.As some outdoor activities with low entry barriers e.g.camping/fitness/skateboard/frisbee get increasingly popular,the combination of sports and social entertainment attract a lot of consumers with strong demand for sports and outdoor products.魔镜市场情报：The daily sales figures of sports&outdoors ind

63、icated that the sales of sports&outdoors reached the highest with a GMV of RMB3.12bn when the event just started on Oct.24,then sales started to decline.Tmall Double 11 started the final check-out on the night of Oct.31st,which also led to a significant increase in GMV and sales volume on Nov 1st-3r

64、d.Due to Covid-19 and restrictions on travel,consumers still have demand for travel,therefore outdoor&sports with multiple attributes e.g.sports,travel and social networking have become the best choice for consumers.As a result,Tmall online sales maintained a better momentum and recorded slight GMV

65、growth compared with Double 11 2021.Tmall D11 Sports&Outdoors Marginal GMV growth of 3%0 200 400 600 800 1000 1200 1400 0 5 10 15 20 25 30 35 10/2410/2510/2610/2710/2810/2910/3010/3111/111/211/311/411/511/611/711/811/911/1011/11Sales volumeGMVGMV（RMB100mn）Sales volume（10,000）The first wave of pre-sa

66、lesThe first wave of official salesWarm-up of the second waveThe second wave of official salesRMB17.41bn RMB17.97bn Tmall Double 11 2021&2022 Sports&Outdoors GMV TrendGMV change YoY+3.2%Tmall Double 11 2022Daily sales trend of sports&outdoors魔镜市场情报：In terms of GMV of level-1 sports&outdoors categori

67、es,apparel and footwear contributed higher GMV;the remaining 4 categories have similar trends with a slight increase,excluding sportswear/casual wear.In terms of Top 5 brands,each category is dominated by well-known brands,among which Nike has a relatively high market share in the two market segment

68、s of sports shoes and sports bags/outdoor bags/accessories;Lululemon better caters to the female market and performs better with the popularity of outdoor sports;Camel launched promotion on both new and old e-commerce platforms during Double 11,and its outdoor camping gears have strong sales perform

69、ance.Tmall D11 Sports&Outdoors Marginal GMV growth for all sub-categories 0 2 4 6 8 10 运动/瑜伽/健身/球迷运动包/户外包/配件运动服/休闲服装运动鞋new户外/登山/野营/旅行GMV/RMB100mnSportswearTmall Double 11 2021&2022Level-1 Sports&Outdoor Categories GMVTmall Double 11 2022 Top 5 brands by market share for level-1 sports&outdoors categ

70、ories10%9%3%3%3%CamelNorth FaceKOLON Primitive Columbia20%12%9%9%8%NikeAntaLi-NingFilaAdidas15%11%11%9%8%FilaNikeAdidasLi-NingAnta16%10%8%5%5%NikeMLBFilaLi-Ning Adidas6%4%3%3%2%lululemonMERACHKEEPLi-NingYonexOutdoor/climbing/camping travel products Sportswear/casual wearSports bag/outdoor bags/acces

71、soriesSports/yoga/fitness/fan shop魔镜市场情报：Sports&outdoors market trend analysis|focus on outdoor sports for beginners and outdoor shoes and apparel brands1.Exponential growth of glamping(glamorous+camping)0%50%100%150%200%250%300%350%400%450%051015202530户外休闲家具露营帐篷/天幕及配件炉具/餐具/野餐烧烤用品防潮垫/地席/枕头/睡袋营地灯/帐篷灯

72、 饮水用具/盛水容器YoY changeGMV/RMB10mn2022双十一销售额2021双十一销售额同比增长Outdoor furnitureCamping tent/Canopy&accessoriesTableware/camping cookware/BBQ tool kits2.Outdoor sports for beginners(e.g.Frisbee,roller skating)get more popular0%100%200%300%400%500%600%700%800%900%1000%00.511.522.533.544.55SkateboardsInline s

73、kateUltimate FrisbeExtreme Sports Gears/AccessoriesScootersRoller Skate Protection GearYoY changeGMV/RMB10mnDouble 11 2020 GMVDouble 11 2021 GMV同比增长3.Roller skating/skateboard/extreme sports-brands focus more on childrenRankingBrand nameGMV(RMB1mn)Sales volume(piece)ASP(RMB)1Sway7.235,0012062Decathl

74、on7.126,9632663dbh6.723,6702834Macco5.112,8463985Xiaozhuangyuan4.829,2241676Balka4.514,1703157Roadshow3.913,5682888Disney2.814,0712014.Outdoor shoes and apparels had impressive performanceRMB630mnRMB160mnRMB92mnRMB48mnRMB27mnRMB13mn46.3%88.4%22.3%120.6%111.5%58.5%Jackets&pantsOutdoor casual wearsTre

75、kking/hiking shoesFleece jacketFunctional underwear Trail running shoesTmall 2022 double 11 Outdoor footwear and apparel categories with better growth performance Outdoor Jackets&pantsOutdoor casual wearTrekking/hiking shoesFleece jacketFunctional underwearTrain running shoes2022 Double 11 GMV2021 D

76、ouble 11 GMVYoY changeMoisture-proof mat/floor mat/pillow/sleeping bagCamp Lights/Tent LightsDrinking utensils/water containersUltimate FrisbeeExtreme Sports Gears/AccessoriesScootersRoller Skate Protection Gear魔镜市场情报：Tmall Double 11 Pet food&supplies brand ranking by GMV RankingBrand nameGMV(RMB100

77、mn)ASP（RMB）1MYFOODIE1.28 95 2Orijen1.12 829 3ROYAL CANIN1.04 310 4Nourse1.03 198 5ACANA0.85 840 6Lifease0.77 156 7PIDAN0.66 180 8ZIWI0.64 362 9lorde0.63 252 10Instinct0.62 548 No.18 category:Pets/Pet Food&SuppliesDouble 11 2022 sales figures from platforms e.g.JD.com,Tmall,and Vipshop showed that sa

78、les of pet food and supplies have grown exponentially,confirming the strong rise of“it economy”.Sales of pet food&supplies category on Tmall platform increased by 30%YoY.Tmall Report even called the pet category one of New Four Kings,together with designer toys,outdoor sports and jewelry vs.Old Four

79、 Kings including beauty,FMCGs,consumer electronics and apparels.“It economy”is booming and pet industry is growing fast魔镜市场情报：Compared with Double 11 2021,sales on Tmall platform in 2022 increased by 30.27%YoY,and GMV increased from RMB2,906,596,000 to RMB3,786,367,000.On Nov.1,pet sales peaked,with

80、 GMV surged to RMB 879.48mn and sales volume to 9.199mn pieces.In addition,sales performance was also particularly strong on the first two days of pre-sale(Oct.24-25)and the last two days of the second wave(Nov.10&11).Tmall D11 Pets+30%y/y GMV growth0 100 200 300 400 500 600 700 800 900 1000 0 100 2

81、00 300 400 500 600 700 800 900 1,000 10/2410/2510/2610/2710/2810/2910/3010/3111/111/211/311/411/511/611/711/811/911/1011/11Sales volumeGMV销售额（百万元）销量（万件）The first wave of pre-salesThe first wave of official salesWarm-up of the second waveThe second wave of official sales290659.6(RMB 10,000)378636.7(R

82、MB10,000)Double 11 2021Double 11 2022Tmall Double 11 2021&2022Pet market size trend GMV YoY change+30.27%Tmall Double 11 2022Daily sales trend of pet foods and supplies GMV(RMB1mn)Sales volume(1mn pieces)魔镜市场情报：Pet market trend analysis|by Dec-22 China has surpassed Japan as the worlds largest pet c

83、at and Catfood market and for some brands D11 is 85%of their annual salesRankingBrand nameGMV(RMB10mn)Sales volume(10K pieces)ASP（RMB）1Orijen9.0911.26807.552Royal Canin8.3624.29344.083Instinct5.9310.53563.484Lifease5.5720.62270.295Legend sandy5.3016.48321.636Nourse5.2317.28302.817Rosy Fresh4.2311.13

84、379.948Jiangxiaoao(江小傲)4.1120.20203.34Double 11 top 8 brands for complete cat foodWet cat food Freeze-dried food Canned foodBaked foodThe 2021 Pet Industry White Paper pointed out that by the end of 2021,the number of cat owners in China has exceeded the number of dog owners.In 2021,the number of ca

85、t owners in China will reached 59.5%,and the number of pet cats in China exceeded 58 million.According to the prediction of a British organization,consumption of cat food in China will surpass that of Japan by the end of 2022,becoming the No.1 cat-loving country on the earth.Complete puffed food is

86、the first choice for cat food consumers to stock up on Double 11,accounting for 85%of its sales.In addition,wet food/staple food cans,freeze-dried food,and air-dried/baked food are also the main choices of cat owners.In terms of brand selection,Orijen,Royal Cani and Instinct are very popular in 2022

87、 Double 11 event,and ranked top three by GMV.Orijen has the highest ASP,and it has also become a major driving force for its No.1 sales.85%6%5%4%Complete cat food breakdownComplete puffed cat foodCompelte wet cat food/canned foodCompelte freeze-dried cat foodComplete air-dried/baked treats for catsC

88、omplete cold/fresh cat foodComplete prescription food for cats魔镜市场情报：Tmall D11 Pet supplies-Top brands with Orijen recording the greatest y/y/GMV growth of 67%SAMPLEThe growth rate of Orijen brand is strong,with sales revenue and sales volume up 67.26%and 42.46%YoY respectively.In terms of product i

89、tself,considering the nutritional needs of pets,Origen focused on product formulations to meet nutritional requirements of Furry Friends;for example,cat food is formulated based on the intake ratio of cat ancestors,with 70%poultry and fish,20%viscera and 10%bones.In addition,considering that cats na

90、turally do not like to drink water,chicken bone soup and fish bone soup are added to the canned cat food to help cats get enough water while enjoying the delicious food.In addition,the brand has launched new anti-counterfeiting stickers to enhance anti-counterfeiting capabilities,resist counterfeit

91、and shoddy sales,and further protect the rights and interests of the brand and consumers.Data source:Moojing Market Intelligence based on public information from internetRankingBrand nameGMV（RMB10k）Sales volume（1k）GMV growth rateSales volume growth rateASP（RMB）1Myfoodie12818.011347.3421.61%10.68%95.

92、142Royal Canin11720.27356.6322.08%10.58%328.643Orijen11144.12134.1167.26%42.46%830.974Nourse10315.69519.5418.27%-20.70%198.555Acana8450.83100.0141.62%-7.49%845.016Lifeease7659.97491.1357.56%93.31%155.977Pidan6565.45365.584.31%-13.30%179.598Ziwi6380.58175.7948.41%23.65%362.98Double 11 2022 pets/top p

93、et foods&supplies brands魔镜市场情报：Tmall Double 11 Grain&Oil/Seasoning/Fast Food/Dry Goods/Baking brand ranking by GMV shift in consumer preference to a more balanced diet with natural ingredientsRankingBrand nameGMV(RMB100mn)ASP（RMB）1Luhua1.441762Jinlongyu1.13673AIRMETER0.952004Fortune Fu Lin Men 0.868

94、35October Paddy Field0.83686HAOHUANLUO0.79807Chai Huo Yuan0.761018Orchid0.751759Baixiang0.493410Li Ziqi0.4776No.21 category:Grain&Oil/Seasoning/Fast Food/Dry Goods/Baking No.21 category:Grain,oil&seasoning/instant food/dry goods/bakingNo.22 category:Coffee/cereal/instant drinksNo.25 category:Snacks/

95、nuts/special local foodsNO.36 category:LiquorNo.51 category:Aquatic products/fresh vegetables&fruits/cooked foodNo.74 category:TeaBasic staple food and the new generation of tea drinks are gaining momentum China is a vast China and consumers have different preferences for flavors.However,judging fro

96、m the trend of food and beverages on Double 11,consumers are more interested in a balanced diet and have strong demand for more natural,nutritious,healthy and high-quality foods.F&B category has obvious trend of product update at a faster speed.Basic staple foods(peanut oil,corn oil,rapeseed oil,ins

97、tant vegetables/pre-cooked vegetables,pickled/mustard/sauerkraut,shrimp products,new cheese,sunflower oil,flour/edible powder,white fungus/freeze-dried white fungus)and new generations of tea beverages(carbonated beverages,pure fruit and vegetable juices,milk-containing beverages,reprocessed tea/for

98、mulated tea/flavored tea,coffee beans,fruity/flavored beverages,tea beverages)are gaining momentum,which is worthy of our attention.魔镜市场情报：F&B include snacks/nuts/special local products,aquatic meat/fresh fruits and vegetables/cooked food,grain and oil seasoning/fast food/dry goods/baking,tea,coffee

99、/oatmeal/brewed drinks and liquor,with a total of 6 level-1 categories.F&B GMV on Double 11 2022 was RMB15.18bn,vs.RMB16.07bn on Double 11 2021,down by 5.5%YoY.Daily sales figures showed that sales reached the highest point on Nov.1st and Nov.11th,with daily GMV reaching RMB2.918bn and RMB2.497bn re

100、spectively.Tmall D11 Food&beverage GMV down 6%y/y0 10 20 30 40 50 60 0 5 10 15 20 25 30 10/2410/2510/2610/2710/2810/2910/3010/3111/111/211/311/411/511/611/711/811/911/1011/11Sales volumeGMVGMV（RMB100mn）Sales volume（1mn）The first wave of pre-salesThe first wave of official salesWarm-up of the second

101、waveThe second wave of official sales160.7 151.8 Double11 2021（RMB100mn）Tmall Double 11 2021&2022F&B GMV trendGMV declinedby 5.5%yoyTmall Double 11 2022Daily sales trend of F&B魔镜市场情报：Categories with a positive YoY growth included grain and oil seasoning/fast food/dry goods/baking(+9.0%),liquor(+21.8

102、%);GMV of snacks/nuts/special local products dropped significantly(-27.4%),GMV of coffee/oatmeal/brewed beverages declined by 6.2%YoY,GMV of aquatic meat/fresh vegetables and fruits/cooked food categories decreased by 3.1%YoY,and GMV of tea category decreased by 2.1%YoY.Tmall D11 Food&beverage Liquo

103、r up 22%y/y,Snacks down 28%y/y and other sub-categories,eg Tea showing marginal growth 0.2%8.66 17.56 18.54 32.35 36.78 46.78 8.4817.0222.5935.2534.4833.960 5 10 15 20 25 30 35 40 45 50 TeaAquatic meat/fresh vegetablesLiquorGrain and oil seasoning/fastCoffee/oatmeal/instant drinksSnacks/nuts/special

104、 local products 2022-D112021-D11Tmall Double 11 2021&2022Level-1 F&B categories GMV(RMB100mn)Tmall Double 11 2022Top 5 brands for level-1 categories by market share6.1%5.2%4.2%2.0%1.8%81%Three SquirrelsBaicaoweiLiangpinpuzi BIBIZANWang XiaoluOthers8.3%6.6%5.4%3.0%2.6%74%MengniuYiliSATURNBIRD NestleA

105、DOPT A COWOthers80.7%74.1%4.1%3.2%2.7%2.5%2.4%85%LuhuaJinlongyuAIRMETERFortune Fu Lin Men October Paddy FieldOthers85.1%25.3%12.8%4.9%3.5%3.3%50%50.2%MoutaiWuliangyeLuzhou LaojiaoFen WineLangjiuOthers2.7%2.2%2.1%2.0%1.9%89%Maizi MomGuanzhanWujiangDahuang FreshJiunianOthers89.1%9.5%3.2%2.2%2.0%2.0%81

106、%TAETEAchaliEFUTONChina TeaHuayanghuaOthers81.1%魔镜市场情报：Analysis of F&B market trends|the trend of medicine and food homology,focusing on consumer,shift to health,wellness and emotional well-beingThe trend of snacking:by changing product form,diluting product scarcity,simplifying production process,l

107、everaging price to attract consumers and improving instant gratificationP r o d u c t nameLaojinmofang sugar-free black sesame ballsGrandmas Steamed Ejiao Guyuan CakeZhengguanzhuangRed Ginseng Pomegranate DrinkJiyuan Instant Fish Maw Porridge and Fish Maw SoupD i s c o u n t priceRMB174/pieceRMB199.

108、9/pieceRMB666.45/boxRMB219/piece IngredientBlack sesame,black beans,black rice,black fruit wolfberry,wolfberry,Donkey-hide gelatin,black sesame seeds,walnut kernels,red dates,wolfberryRed ginsengQuinoa,Fish Maw,Red DatesMAT2022*GMVRMB120mnRMB52.508mnRMB 31.961mnRMB12.405mnTraditional p r o d u c t f

109、ormExample of medicine and food homology:highly related to the scenario and consumers will become loyal buyers by developing habitsAlthough liver protection and liver nourishing market is still growing fast in China,the barriers to entry for health food are relatively high;and ingredients e.g.turmer

110、ic,honey and Raisin Tree Seed are used to make anti-alcoholic drug based on medicine and food homology in South Korea,brand can expand into market with the help of“anti-alcoholic drug “concept.There is demand for gut health and sugar control in China,but consumers are not aware of the benefits of ra

111、w materials.Dandelion can help regulate gut health;mulberry leaves and cassia seeds can be added into sugar control products;long pepper can relieve waist discomfort,etc.It is recommended that brands start with ordinary food and educate consumers on medicine and food homology through product marketi

112、ng and promotion.Product nameBaohai Raspberry WineLON Natural Organic Functional Herbs TeaYamamoto Kampo Japan imported sugar flow tea health teaKorea inno.Nhangover drinkJinbei High Sour Jujube Kernel Whey Protein Solid DrinkIngredientsSoaking black raspberry juice,etc.Organic Dandelion Leaf,Organi

113、c Dandelion Root,Wild Dandelion FlowerMulberry leaves,barnabas leaves,persimmon leaves,guava leavesCitrus aurantiumextract,etc.gaba,imported whey protein,jujube seed,etc.Benefitsmens healthSupport gut healthSugar controlhangover,anti-alcoholicChildren,adolescents and adults,supplement calcium+VD+VA1

114、9.0%15.0%11.0%22.0%29.0%23.0%0%10%20%30%65Penetration rate of nourishing and health care in different age groupsPart2Part 2:Tmall 2022 in Review魔镜市场情报：The current state of Chinas consumer goods development in 2022:overall consumption cooling,online channel performance is outstanding In 2022,total re

115、tail sales of China consumer goods will be 4,397.33 billion yuan,down 0.2%from the previous year 2021.In 2022,China online retail sales amounted to RMB 1,735.53 billion,up 4.0%over the previous year 2021.Among them,the online retail sales of physical goods amounted to 119,642 billion yuan,an increas

116、e of 6.2%,accounting for 27.2%of the total retail sales of social consumer goods;among the online retail sales of physical goods,food,wear and use goods grew by 16.1%,3.5%and 5.7%respectively.According to Moojing market intelligence data,as of 2022 the total GMV of the Taobao platform and Tmall plat

117、form reached 5.54 trillion yuan,down 0.7%year-on-year.0.05.010.015.020.025.02016-Q22016-Q32016-Q42017-Q12017-Q22017-Q32017-Q42018-Q12018-Q22018-Q32018-Q42019-Q12019-Q22019-Q32019-Q42020-Q12020-Q22020-Q32020-Q42021-Q12021-Q22021-Q32021-Q42022-Q12022-Q22022-Q3Tmall GMVTaobao GMVUnit:RMB 100mn2021-0320

118、21---122022 China total retail sales of consumer goodsGMVUnit:RMB 100 BillionGMV of Taobao Platform and Tmall PlatformSource:National Bureau of Statistics China-http:/ 魔镜市场情报：Tmall 2022 Online top categories scanning-30%-20%-10%0%10%20%30%40%0 20 40 60 80 100 120 140 160 Re

119、sidential FurnitureBeauty and skin care/body/essential oilsWomens clothing/womens boutiqueHome AppliancesCell phoneMens clothingWashing and cleaning agents/sanitary napkins/paper/Kitchen appliancesSnacks/nuts/specialtiesWomens underwear/mens underwear/home wearHealth food/dietary supplementsMedical

120、equipmentCoffee/cereal/drinkChildrens clothing/baby clothes/parent-child clothingGrain and oil seasoning/fast food/dry goods/bakingHousehold appliancesAuto supplies/electronics/cleaning/modificationColor cosmetics/perfume/beauty toolsSports shoes new3C digital accessoriesSales ValueYOY Sales ValueGM

121、VUnit:RMB 1 billionYOY Sales Value Taking Tmall platform as an example,during Jan-Dec 2022,Residential Furniture、Beauty and skin care/body/essential oils、Womens clothing/womens boutique categories performed outstandingly,with individual categories contributing GMV over 140 billion yuan.Home Applianc

122、es、Cell phone、Mens clothing、Washing、cleaning agents/sanitary napkins/paper/aromatherapy and other categories followed closely behind.GMV of Tmall categories from Jan-Dec,2022魔镜市场情报：RankingCategory name(level-1)GMV(RMB1bn)YoY change1Residential Furniture145.0717%2Beauty and skin care/body/essential o

123、ils144.32-7%3Womens clothing/womens boutique143.44-17%4Home Appliances93.82-5%5Cell phone84.55-2%6Mens clothing80.70-19%7Washing and cleaning agents/sanitary napkins/paper/aromatherapy80.623%8Kitchen appliances60.630%9Snacks/nuts/specialties57.15-19%10Womens underwear/mens underwear/home wear54.93-8

124、%Tmall platform level-1 categories ranking by GMV in 2022RankingCategory name(level-1)YoY changeGMV(RMB1bn)1Prescription48%13.86 2Video game/Accessories/Games/strategy47%4.40 3Tablet PC/MID44%14.39 4OTC medicine/international medicine39%18.39 5Decoration design/construction/supervision35%0.57 6Play

125、mode/animation/peripheral/cos/games34%5.15 7Medical apparatus and instruments32%46.23 8Mobile phone number/package/value added service27%1.90 9Health food/dietary supplement25%50.60 10Jewelry,diamond,jade,gold25%25.33 Top 10 categories by YoY growthTop 10 categories by GMV魔镜市场情报：Top categories sales

126、 declined,top brands try to stabilize in the change The consumer market in 2022 was unpredictable,with new and old brands competing fiercely.In addition to residential furniture,the rest of the Top 5 categories performed less well than the same period last year.In terms of brands,the outstanding per

127、formers are Uniqlo,Bosideng,Lins home,LOreal Paris,Apple and other brands.Residential home category brands in recent years pay great attention to the layout of online channels,and perform well in various emerging platforms such as live e-commerce.#1#2#4#5#3residential furnitureBeauty and skin care/b

128、ody/essential oilsWomens clothing/womens boutiqueHome AppliancesCell phone魔镜市场情报：2022 Current state of the consumer goods markets:Tapping into the niche marketsOverall consumption downturn,epidemic catalyzes online consumptionOnline multi-sector consumption shrinks as consumer preferences begin to s

129、hiftConsumer preferences shift to drive a few categories to benefitNew concepts of innovation under consumer goods marketsThroughout 2022,the overall downturn in the consumer goods markets,the closure of offline stores,the epidemic home and other factors drive consumer behavior to migrate online,whi

130、le the impact of the general economic environment and the subtle changes in the international situation,womens clothing,womens shoes,home appliances and other online leading markets continue to receive impact.At the end of 2022,the initial liberalization of epidemic control will lead to the post-epi

131、demic opening era in most provinces and cities in China,and offline consumption and production will gradually recover,with most people living with the epidemic for a long time.Chinas consumer goods markets still have a strong resilience.Online consumers in 2022 tend to be conservative and pragmatic

132、shoppers.This is not a sign that consumers have no desire to shop,but rather means that consumers will have longer to examine their own consumer behavior,and there are still unlimited opportunities for brands that are attuned to the deepest demands of consumers souls.Combined with some of the high-g

133、rowth track trends,we find that consumers tend to want to solve more problems at a decent cost.The right cost may mean a friendly price(affordable),or a friendly space storage(small volume),or a friendly conversion cost(long life);solving the most problems often requires products with multi-function

134、al attributes(integrated),the use of the expected effect,and the appearance of the product in line with their own aesthetics and scene aesthetics.In addition,changes in behavior during the epidemic,such as home office,home study,etc.have also led to innovation and growth in categories such as coffee

135、 machines,eye massagers,etc.In 2022,the concept innovation in the consumer goods markets is also endless.Some brands upgrade the product concept by digging deep into the existing needs of consumers to seize the minds of consumer groups,such as cool feeling fabric design;some brands optimize the desi

136、gn for scenes and people;some brands try to develop potential new needs of consumers,such as bone conduction headphones and other avant-garde designs.With the liberalization and precision of epidemic control,consumers living conditions will also undergo a brand new change in 2023.Coexisting with the

137、 epidemic,switching back and forth between offline and telecommuting will become the norm,and consumers physical and mental health will require more comprehensive care and monitoring,which will inevitably give rise to new high-growth tracks.魔镜市场情报：Niche markets for exampleDisinfectant spray gunFruit

138、 and vegetable purifierFood preservation vacuum machineEye Care Nutritional ProductsZinc-Magnesium TabletsMens Body WashNebulizing eye moisturiserWet toilet paper Local Snacks/foodProbiotic Pet FoodCat strips without food attractantsChildrens Oral SprayRevenue growth in the last three years 80%Clien

139、ts Retention Rate80%O2OSocial mediaE-commerceAI+Big Data Platform+Retail Data Model SaaS platform Data service Analysis reportData sourceBrand owners/consumer consulting firmsInvestment institutions(VC/PE/hedge funds)MR Market ResearchCEM Customer Experience ManagementInvestment DatabaseMoojing focu

140、ses on collecting and analyzing Internet information in the retail sector and providing multi-dimensional products to empower institutions to make business decisions.Brand clients1000Moojing is the leading provider of intelligence retail insights/datasets in ChinaMoojing Market IntelligenceThank YouWebsite：https:/ more information please contact us