Tmall Releases Fast‑Moving Consumer Goods Metrics at Golden Makeup Awards Ceremony in Shanghai

The Tmall Golden Makeup Awards took place in Shanghai on 31 August. Half‑year industry statistics unveiled at the event show continued expansion within Tmall’s fast‑moving consumer goods billion‑yuan‑club, whose membership exceeds 500 brands. The number of billion‑yuan‑scale brands delivering double‑digit growth rose by 45 per cent year‑on‑year.

Leading beauty groups posted robust double‑digit growth on Tmall across the January‑July period. L’Oréal Group, Estée Lauder Companies and Shiseido Group all recorded double‑digit sales expansion. Fifteen out of the top‑twenty brands by gross merchandise value secured double‑digit GMV rises. Names including Estée Lauder, SkinCeuticals, Helena Rubinstein, Clarins and Guerlain reported year‑on‑year GMV increases above 50 per cent.

Mature brands form the bedrock of commercial performance as the sector enters a fresh development phase, returning to solid growth trajectories. Operational discipline centred on brand equity, product competence and consumer experience underpins the latest surge for major beauty labels, representing core differentiators for Tmall as a shelf‑focused e‑commerce platform.

Search functionality remains a key consumer decision‑making gateway. Content marketing and brand exposure generated across external channels frequently convert within Tmall’s ecosystem. Users returning to search after consuming brand content climbed more than 30 per cent year‑on‑year during the first half. Live‑stream formats keep evolving, with flagship store broadcasts run by core merchants registering growth above 20 per cent.

Merchandise operations cover the full product lifecycle, from early‑stage concept testing and volume scaling through to maturity and iterative refresh. The platform also enables brands to broaden multi‑category portfolios, balancing profit targets with sustained expansion. Emerging‑trend categories grew by 25 per cent over the first six months. New releases generating sales above ten‑million‑yuan saw growth exceeding 50 per cent, with thousands of fresh items evolving into blockbuster products.

Brands can convert Tmall user datasets into private‑domain brand‑owned assets to lift repeat‑purchase performance. Tmall serves as a primary hub for managing full‑lifetime‑value consumer relationships within the fast‑moving consumer goods sector. The platform’s 88VIP membership base has surpassed 60 million users. Transaction volumes from new shop‑based members advanced more than 30 per cent, while repeat‑buyer communities expanded upwards of 10 per cent.

Tmall has rolled out new reverse‑customisation and co‑creation capabilities this year. Drawing on consumer insights, trend mapping and artificial‑intelligence tools, supply‑side innovation moves further upstream into product research and development, so new launches meet pre‑existing market demand. The Comfy Soft‑Focus Essence, jointly developed using Tmall‑sourced consumer research to combine non‑acid exfoliation with skin‑repair benefits, achieved ten‑million‑yuan sales within its launch month. Kérastase selected Tmall for the exclusive pre‑launch of its *Golden Night Elixir* just ahead of the 618 shopping festival, pushing the brand’s 618 GMV 61 per cent higher year‑on‑year. More than 1 000 Tmall‑exclusive products are now available across the site.

Breaking down category boundaries stands as one of the central commercial challenges facing brands over the coming decade. Four new thematic award categories feature within this year’s Golden Makeup Awards: “Demographic Breakthrough”, “Cultural Aesthetics”, “Scenario Innovation” and “AI‑driven Progress”. These categories encourage brands to transcend traditional category limits and incubate emerging‑trend product lines. Consumer demand evolves through both upgrading and segmentation. Special‑purpose detergents for pet‑owning households, highly customised colour cosmetics and sun‑care solutions for women taking part in sport, alongside rising demand for personal‑care goods driven by emerging sports such as pickleball and HYROX, open up fresh commercial opportunities. Tmall has completed organisational integration for its beauty and personal‑care teams. Brands including L’Occitane and Jo Malone London already execute two‑way cross‑category expansion across these segments.

Working alongside brand partners, Tmall anchors commercial strategies in product strength, prioritising high‑quality brand expansion. Joint efforts build healthier, more resilient and more predictable commercial frameworks for the next ten‑year cycle.