网络知识 时尚 天猫618个护家清榜单:国货品牌持续发力,头皮护理成新消费趋势

天猫618个护家清榜单:国货品牌持续发力,头皮护理成新消费趋势

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(快消品讯)今年天猫618的数据显示,在个护领域,消费者开始更倾向于选择品牌化和品质化商品。头皮护理、沐浴油等趋势消费拉动品牌整体增速超过40%。个护领域国际品牌备受青睐的同时,国货品牌也在持续发力。

天猫618个护家清榜单:国货品牌持续发力,头皮护理成新消费趋势

在天猫发布的个护销售额前20位榜单中,宝洁官方旗舰店、kerastase卡诗官方旗舰店、欧莱雅美发官方旗舰店、usmile官方旗舰店、飞利浦官方旗舰店、联合利华官方旗舰店等品牌店铺表现依旧抢眼。与此同时,国货品牌云南白药牙膏官方旗舰店、舒客官方旗舰店、bodyaid旗舰店、Spes旗舰店均入列其中,许多新品、爆款商品颇受一二三线90后、95后女性欢迎。

《快消品》据悉,云南白药牙膏国粹牙膏套装在618期间成交金额超千万,成交件数达20万,消费者以北上广城市的宝妈、白领为主。Spes诗裴丝在天猫618销售额同比增长超5倍,功效型头部护理产品在Z时代年轻人中渗透率、影响力进一步提升。

天猫618个护家清榜单:国货品牌持续发力,头皮护理成新消费趋势

从今年天猫618个护家清领域的销售趋势来看,消费者对生活用品的需求大涨。宝洁、联合利华等卖场型店铺,都推出了跨品类大size套装,备受欢迎。施华蔻、欧莱雅等美发染发产品,用于家庭清洁的湿厕纸、内衣洗衣液、甲醛清除剂等需求量也大幅上升。

天猫618个护家清榜单:国货品牌持续发力,头皮护理成新消费趋势

与此同时,消费者也更加多样化和细分化的需求,使得更多新品正在被年轻人选择。95后人群更关注头皮健康,头皮护理类用品销量额增长近70%,正畸类牙膏销售额整体增速超300%。女性护理方面,护舒宝、苏菲等品牌的日用材质升级纯棉卫生巾、裤型卫生巾、吸水巾等备受年轻女性消费者欢迎。

今年天猫618里,商家经历了一场重要的回血之战,消费者不断进行着对美好体验和新生活方式的探索,大家共同见证着消费信心的恢复。

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