Online Class Notes (Jesse) [30]

The Tmall makeup category performance & key competitors performance recap:
The business performance in the Tmall total lip category -38% vs LY, in which the subcategory “LIPSTICK” declined 42%, “FRAGRANCE” declined 11%.
CLB ranked #19 in the lip category, ranked #64 in the fragrance category (we have the Loubiworld EDPI launch in Mar).
In Mar, the sales performance (without TOP KOL live streaming sessions’ contributions) for the luxury beauty brands was generally downwards compared with LY, TF -56%, Gucci -40%, Dior -27%, CHANEL -6%. CHANEL maintained the sales by the new launches in the face category and fragrances, their face category contributed +16% vs LY while the fragrance +1%.

A chart to summarize the key business items comparison between Apr & Feb, the daily order amount was also impacted by the COVID situation.

Summary:
As the uncertain COVID situation in China, the sales performance has been seriously affected since Mar. After 50 days lockdown, we are still without clear visibilities for the next step.
We completed Apr with 622k EUR, at 57% target achieved, -37% vs last year, due to the strong impact from the COVID situation. However, we still managed to keep up the high conversion rate at 1.8% as same as what we achieved in Feb.
The weight of flagship store to the brand total sales on Tmall is 74%, +7% vs last year, the brand flagship store is still capturing a high proportion.
The COVID impact:
There are some top cities that have been lockdown/having the limitation of logistics for a while, thus the sales contribution from those cities decreases 58%, the return rate of those areas also increases to 34% (normally 15% – 20% at total store level), it results in a sellout loss at 140k EUR in full Apr (almost 5k EUR daily).
The total sellout impact from the COVID is 362k EUR, as even the non-epidemic areas’ sellout contribution -28% vs the normal day.

The Tmall makeup category performance & key competitors performance recap:
The business performance in the Tmall total lip category -38% vs LY, in which the subcategory “LIPSTICK” declined 42%, “FRAGRANCE” declined 11%.
CLB ranked #19 in the lip category, ranked #64 in the fragrance category (we have the Loubiworld EDPI launch in Mar).
In Mar, the sales performance (without TOP KOL live streaming sessions’ contributions) for the luxury beauty brands was generally downwards compared with LY, TF -56%, Gucci -40%, Dior -27%, CHANEL -6%. CHANEL maintained the sales by the new launches in the face category and fragrances, their face category contributed +16% vs LY while the fragrance +1%.

A chart to summarize the key business items comparison between Apr & Feb, the daily order amount was also impacted by the COVID situation.

Summary:
As a result of the uncertain COVID situation in China, the sales performance has been seriously affected since Mar. After 50 days of lockdown, we are still without clear visibilities for the next step.
We completed Apr with 622k EUR, at 57% target achieved, -37% vs last year, due to the strong impact from the COVID situation. However, we still managed to keep up a high conversion rate of 1.8% which is the same as what we achieved in Feb.
The weight of flagship store of the brand total sales on Tmall is 74%, which is / being +7% vs last year, the brand flagship store is still capturing a high proportion of total sales.
The COVID impact:
There are some top tiered cities that have been in lockdown/having the limitation on logistics for a while, thus the sales contribution from those cities decreased 58%, the return rate of those areas also increased to 34% (normally 15% – 20% at total store level), resulting in a sellout loss of 140k EUR for the whole month of Apr (almost 5k EUR daily).
The total sellout impact from the COVID is 362k EUR, as even the regions not directly impacted by COVID have sellout contributions of -28% vs normal.

Grammar

the friend of them – a friend of theirs