抖音双11榜单｜国货轮替进入美妆榜服装多类目换新超40%

廖紫琳 2025/11/14 11:45

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本次抖音双11榜单揭示了电商增长的关键趋势和实操干货。

1. 店播成为增长主力，52万个商家店播销售额翻倍增长，销售额破千万店播数量同比增长53%；达人带货转变显著，超80%销售额由粉丝量100万以下中小作者贡献，超130万个新作者首次参与。

2. 行业榜单变化多样：美妆榜中韩束冲至第一，珀莱雅退居第二，国货品牌如谷雨、百雀羚新上榜，去年可复美、薇诺娜掉出；女装、奢品和亲子教育换新率高，女装新面孔占70%（如AP、SYNA），奢品4家新上榜（如ICICLE），亲子教育换新率达40%（东奥、蒙牛新入榜）。

3. 稳定领域机会少：宠物榜麦富迪蝉联第一，家电榜90%为老面孔（海尔第一），3C数码榜仅机械革命、微星新上榜，酒水榜品牌一致但排名调整，习酒进入前五。

榜单数据提供了品牌营销和消费趋势的宝贵洞察。

1. 品牌营销策略启示：店播主导增长，52万商家受益于翻倍销售额，显示需强化自播渠道；国货美妆占据5席（韩束第一、珀莱雅第二），但品牌轮替快（谷雨、百雀羚新上榜），需持续创新应对竞争。

2. 消费趋势和用户行为：达人品牌在女装榜占比高（如AP、SYNA），反映红人效应强，用户偏好时尚达人关联产品；奢品榜新上榜ICICLE等，显示高端市场动态变化；亲子教育品牌如东奥新入榜，暗示教育消费转向实惠产品。

3. 产品研发机遇：在换新率高的类目（如女装、奢品），企业可探索新设计迎合需求；稳定类目如家电，海尔、美的维持前列，启示需专注品质沉淀。

榜单解读出市场机会、风险和政策导向。

1. 增长市场和机会提示：换新率高的行业如女装（新品牌占70%）、奢品、亲子教育（换新率40%），新上榜品牌如AP、ICICLE、东奥显示类目机会大；美妆国货轮替快，韩束上位提供新市场切入点。

2. 事件应对和风险提示：旧品牌掉出榜单如美妆可复美、女装美洋，提示需警惕竞争失败；达人带货转变（中小作者贡献80%销售额），卖家可合作中小红人降低风险；平台政策普惠趋势（流量分配削峰填谷），鼓励中小卖家参与。

3. 扶持政策和最新模式：店播成主力（52万商家翻倍增长），平台支持显现；运动户外榜骆驼超越耐克第一，卖家可学习其模式；酒水榜排名调换（习酒进前五），启示关注价格策略优化。

榜单数据揭示了产品生产和电商启示的干货。

1. 产品设计和生产需求：在换新率高的类目如女装（新品牌占比70%）、奢品（4家新上榜），工厂需响应灵活设计和潮流趋势；稳定类目如宠物（麦富迪蝉联第一）、家电（海尔第一），需注重质量和供应链优化以维持订单。

2. 商业机会和渠道启示：店播主导增长（52万商家销售额翻倍），工厂应支持商家店播合作；国货美妆轮替（韩束上位，谷雨新上榜），提供国货代工机会；达人品牌在女装流行（如AP、SYNA），可探索红人合作生产模式。

3. 推进数字化和电商启示：榜单显示数字化销售成效，如3C数码稳定仅少许新品牌上榜（机械革命、微星），工厂需加速电商渠道建设；整体破亿商品数量同比增长129%，强调电商平台重要性。

榜单提供行业趋势和痛点解决方案的关键信息。

1. 行业发展趋势和新技术：抖音电商流量普惠化（超80%销售额由中小作者贡献），服务商可开发工具支持中小卖家；店播增长主导（52万商家翻倍销售额），趋势向自助服务工具倾斜；女装、奢品新品牌涌现（如AP、ICICLE），显示品牌孵化服务需求大。

2. 客户痛点和解决方案：中小作者参与度低（130万新作者首次参与），服务商提供培训解决方案；达人带货转变，退居二线提示达人管理工具需求；榜单换新率高类目（如亲子教育换新率40%），服务商可开发市场分析工具协助品牌迭代。

3. 代表案例和机会：店播成功案例如销售额破千万数量增53%；稳定领域如宠物榜仅少数新品牌上榜（金故），服务商可深挖细分市场工具；平台数据如破亿商品增长129%，服务商强化数据分析能力。

榜单显示平台需求和做法的关键内容。

1. 平台最新做法和招商需求：流量分配普惠趋势（超80%达人销售额由中小作者贡献），平台推行削峰填谷策略；店播成主力（52万商家销售额翻倍），平台侧重招商支持店播建设；榜单引导类目机会如女装新品牌占70%，平台可加强女装、奢品类目招商。

2. 运营管理和风规避：达人带货变化（中小作者主导），平台需优化达人管理风控；榜单显示旧品牌掉出（如美妆薇诺娜），平台可预警高风险商户；稳定类目如家电90%老面孔，平台可维持规则减少波动。

3. 平台需求和合作方式：商家增长需求大（6.7万品牌销售翻倍），平台强化资源支持；榜单数据维度变化（如女装榜统一排名），平台需透明操作；酒水榜品牌一致但排名变化，启示平台监控价格竞争。

榜单揭示产业动向和商业模式的深度干货。

1. 产业新动向和政策法规启示：国货替代进口趋势在美妆榜明显（国货占5席，韩束第一），启示政策支持国货创新；流量分配普惠（中小作者占80%），研究政策鼓励中小商家参与；榜单数据维度变化（如女装统一排名），影响产业统计标准建议。

2. 新问题和商业模式：达人品牌崛起在女装榜（6家达人品牌占比高），显示红人商业模式普及；店播主导商业模式（52万商家翻倍增长），替代达人带货模式；换新率高行业如奢品新上榜ICICLE等，暴露品牌生命周期短问题。

3. 代表企业案例：稳定领域如宠物麦富迪蝉联第一，研究其成功模式；酒水榜排名调换（习酒进前五），分析定价策略启示；整体6.7万品牌销售翻倍，提供增长案例供研究参考。

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Quick Summary

Douyin's 11.11 rankings reveal key e-commerce growth trends and practical insights.

1. Brand self-streaming emerged as the primary growth driver, with 520,000 merchants doubling their sales via live-streamed store broadcasts; the number of stores exceeding 10 million RMB in sales grew 53% year-on-year. Influencer marketing shifted significantly, with creators having under 1 million followers contributing over 80% of sales, and more than 1.3 million new creators participating for the first time.

2. Significant churn across category rankings: In beauty, Chando surged to first place, pushing Proya to second, while domestic brands like GYU and Pechoin entered the rankings, and last year's leaders such as Winona dropped off. High turnover rates were seen in women's apparel (70% new entrants like AP, SYNA), luxury (4 new entrants like ICICLE), and parenting/education (40% churn rate, with new entrants like Dong'ao and Mengniu).

3. Stable categories offer fewer opportunities: Myfoodie retained its top spot in pet supplies. Home appliances saw 90% familiar faces (Haier ranked first). The 3C/digital category had only two new entrants (MECHREVO, MSI). The liquor ranking featured the same brands but reshuffled order, with Xijiu entering the top five.

The rankings provide valuable insights for brand marketing and consumer trends.

1. Marketing strategy implications: Brand self-streaming dominates growth, with 520,000 merchants seeing doubled sales, highlighting the need to strengthen owned channels. Domestic beauty brands occupied 5 spots (Chando 1st, Proya 2nd), but rapid brand churn (new entrants GYU, Pechoin) necessitates continuous innovation to stay competitive.

2. Consumer trends and user behavior: The high presence of influencer-affiliated brands in women's apparel (e.g., AP, SYNA) reflects strong KOL influence and user preference for products linked to fashion creators. New luxury entrants like ICICLE indicate dynamic shifts in the high-end market. New parenting/education entrants like Dong'ao suggest a consumer pivot towards value-oriented products.

3. Product development opportunities: In high-churn categories (e.g., women's apparel, luxury), brands can explore new designs to meet demand. In stable categories like home appliances, where Haier and Midea maintain leadership, the focus should be on quality and brand equity building.

The rankings reveal market opportunities, risks, and platform policy directions.

1. Growth markets and opportunities: High-churn categories like women's apparel (70% new brands), luxury, and parenting/education (40% churn) present significant opportunities, as shown by new entrants like AP, ICICLE, and Dong'ao. Rapid turnover in domestic beauty, with Chando's rise, offers new market entry points.

2. Risk management and response: The exit of established brands (e.g., Winona in beauty) signals competitive failure risks. The shift in influencer marketing (80% sales from smaller creators) suggests partnering with micro-influencers to mitigate risk. Platform policies show a trend towards inclusivity (traffic distribution 'peak shaving'), encouraging SME participation.

3. Support policies and successful models: Brand self-streaming is a primary driver (520,000 merchants doubled sales), indicating strong platform support. In sportswear, Camel surpassed Nike for the top spot, offering a model to learn from. Rank adjustments in liquor (Xijiu entering top 5) highlight the importance of pricing strategy optimization.

The rankings offer insights for product manufacturing and e-commerce strategy.

1. Product design and production demand: High-churn categories like women's apparel (70% new brands) and luxury (4 new entrants) require flexible design capabilities and responsiveness to trends. Stable categories like pet supplies (Myfoodie retained #1) and home appliances (Haier #1) demand a focus on quality and supply chain optimization to maintain orders.

2. Business opportunities and channel insights: The dominance of brand self-streaming (520,000 merchants doubled sales) suggests factories should support client store broadcasts. Rapid churn in domestic beauty (Chando's rise, GYU's entry) creates OEM opportunities. The popularity of influencer brands in women's apparel (e.g., AP, SYNA) indicates potential for creator collaboration models.

3. Digital transformation and e-commerce启示: The success of digital sales is evident, with stable categories like 3C/digital seeing few new entrants (MECHREVO, MSI), underscoring the need for factories to accelerate e-commerce channel development. A 129% YoY increase in products exceeding 100 million RMB in sales emphasizes the platform's critical importance.

The rankings highlight key industry trends and pain points for solution development.

1. Industry trends and technology needs: Douyin's inclusive traffic distribution (>80% sales from smaller creators) creates demand for tools supporting SMEs. The dominance of brand self-streaming (520,000 merchants doubled sales) favors self-service tools. The emergence of new brands in women's apparel and luxury (e.g., AP, ICICLE) indicates strong demand for brand incubation services.

2. Client pain points and solutions: The low participation barrier for new creators (1.3 million first-time participants) presents opportunities for training solutions. The shift in influencer marketing creates demand for influencer management tools. High-churn categories (e.g., 40% in parenting/education) require market analysis tools to help brands iterate quickly.

3. Case studies and opportunities: Successful self-streaming cases include a 53% increase in stores surpassing 10 million RMB. In stable categories like pet supplies with few new entrants, providers can develop niche market tools. Overall data, like the 129% growth in billion-RMB products, underscores the need for enhanced data analytics capabilities.

The rankings reveal key platform strategies and merchant requirements.

1. Platform strategies and merchant acquisition needs: The inclusive traffic trend (>80% sales from smaller creators) reflects a 'peak shaving' strategy. The dominance of brand self-streaming (520,000 merchants doubled sales) guides platform focus on merchant acquisition and support for store broadcast development. High-opportunity categories like women's apparel (70% new brands) suggest intensified merchant acquisition efforts in apparel and luxury.

2. Operations management and risk mitigation: The influencer marketing shift necessitates optimized creator management and risk control. The exit of established brands (e.g., Winona) suggests platforms could implement early warning systems for at-risk merchants. Stable categories (90% familiar brands in appliances) benefit from consistent rules to minimize volatility.

3. Platform needs and collaboration models: Strong merchant growth (67,000 brands doubled sales) requires enhanced resource support. Changes in ranking methodology (e.g., unified ranking in women's apparel) demand transparent operations. Rank adjustments in liquor with stable brand lists highlight the need to monitor price competition.

The rankings offer in-depth insights into industry shifts and business models.

1. Industry trends and policy implications: The domestic substitution trend is clear in beauty (5 domestic brands, Chando #1), suggesting policy support for domestic innovation. Inclusive traffic distribution (80% from smaller creators) invites research into policies encouraging SME participation. Changes in ranking methodology (e.g., unified women's apparel ranking) impact industry statistical standards.

2. Emerging issues and business models: The rise of influencer-affiliated brands in women's apparel indicates the proliferation of the creator economy model. Brand self-streaming as the dominant model (520,000 merchants doubled sales) is supplanting pure influencer-driven commerce. High churn in categories like luxury (new entrants like ICICLE) exposes issues of short brand lifecycles.

3. Representative case studies: Success in stable categories (e.g., Myfoodie in pet supplies) provides models for study. Rank adjustments in liquor (Xijiu entering top 5) offer insights into pricing strategies. The overall growth of 67,000 brands doubling sales provides a rich dataset for growth pattern analysis.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

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【亿邦原创】双11落幕，抖音电商交出答卷：6.7万个品牌销售额翻倍增长，破亿商品数量同比增长129%。

其中，店播成为商家增长主力。双11期间，52万个商家的店播销售额翻倍增长，销售额破千万的店播数量同比增长53%。达人带货整体退居二线，平台流量分配呈现“削峰填谷”的普惠趋势。本次双11，超80%达人带货销售额由粉丝量100万以下的中小作者贡献，超130万个新作者首次参与双11大促。

亿邦动力对比了2024年双11（10月8日至11月11日）和今年双11（10月9日至11月11日），不同行业的品牌在抖音电商的销售排行榜单，我们发现：

1、国货品牌占据美妆行业半壁江山，但具体品牌出现轮替情况。

美妆行业体现很明显。今年，韩束冲上了抖音电商美妆榜第一名，珀莱雅退居第二名，欧莱雅排名不变，为第三名。前10名中，国货美妆占据5席，与去年保持一致，但具体上榜的国货品牌有所差别：除了韩束、珀莱雅外，今年上榜的还有第5名谷雨、第6名百雀羚、第7名自然堂，去年上榜的可复美和薇诺娜今年则不在TOP10榜单之内。

2、男女装、奢品、亲子教育等行业品牌换新率高，仍存在类目机会。

历年来，女装榜变化幅度都比较大。在今年的女装品牌榜内，鸭鸭继续稳坐第一，波司登紧随其后，红人洛哥关联品牌“AP“取代美洋MEIYANG关联品牌“美洋”位居第三。

对比2024年，今年女装榜的新面孔占比达70%，除了第三名品牌外，第五名SYNA、第6名LucasEmilyLouie、第7名我是摩羯、第8名ROMI STUDIO、第10名坦博尔均是今年新冲入前10的品牌。不过这也与榜单数据维度变化有关，去年抖音电商榜单女装榜是按照品牌榜和红人榜两种维度单独排名的，今年则统一到一个榜单内进行排名。其中，AP、SYNA、我是摩羯、ROMI STUDIO均在去年上榜了女装红人榜。

此外，前10名中，除了鸭鸭、波司登、雪中飞和坦博尔，其余6家品牌均为达人品牌。

再来看男装。今年男装品牌榜，相比往年，变动幅度也略有变大。前四名稳定不变，依次是罗蒙、啄木鸟、皮尔卡丹和真维斯，第5名霞湖世家、第6名鸭鸭、第8名利郎、第10名波司登，均是今年新上榜前十名的品牌。去年前10名里的布先生、海澜之家、拇指白小T、老爷车，则不在今年的TOP10榜单之内。

在奢品品牌榜中，有4席为新上榜品牌，分别是第2名ICICLE、第7名self-portrait、第8名Ami Paris、第9名MOOSE KNUCKLES。在亲子教育品牌榜中，第5名东奥、第8名蒙牛、第9名宜婴、第10名一页均为新上榜品牌，品牌前10名的换新率达40%，去年上榜的飞鹤、乐高、爱他美、布班迪今年未进入前10名。

3、宠物、家电、3C数码、酒水、运动户外等行业，上榜品牌稳定度高。

宠物行业，是品牌排名相对比较稳定的。麦富迪蝉联第一，达人品牌金故排名第二，卫仕位居第三。第4名弗列加特、第6名喵梵思、第7名诚实一口、第8名宽福、第9名鲜朗、第10名网易严选，均是去年榜单的老面孔。仅第5名蓝氏、第2名金故、第3名卫仕为新上榜品牌，其中金故是去年宠物宝藏店铺榜单的第1名。

在运动户外榜里，骆驼超越耐克，成为运动户外榜第一名，斐乐保持第2名不变，第4至第10名依次是阿迪达斯、李宁、北面、安踏、伯希和、凯乐石和SIINSIIN。新上榜的品牌只有2家，比如第8名伯希和、第9名凯乐石，取代了去年上榜的MissWiss和安德玛。

3C数码品牌榜中，仅2席为新上榜品牌，分别是第7名机械革命和第10名微星。排名前5名的品牌依次是，联想、大疆、华硕、技嘉和学而思。

家电品牌榜里，90%为老面孔，仅添可不在家电榜前10之内（今年被记入小家电行业榜第3名），排名前三的依次是海尔、美的和小天鹅。

热卖酒水品牌榜里，与去年上榜的品牌名单保持一致，名次略有变化。今年的前5名依次是茅台、剑南春、国窖1573、汾酒和习酒，去年的前5名是茅台、五粮液、国窖1573、剑南春和汾酒。

以下为榜单具体排名：