Investment Rating - The report does not explicitly state an investment rating for the discretionary cosmetics industry Core Insights - The 2025 618 shopping festival showed robust growth, with total sales across integrated e-commerce, instant retail, and community group buying reaching 855.6 billion yuan, 29.6 billion yuan, and 12.6 billion yuan respectively, marking year-on-year growth rates of 15.2%, 18.7%, and -9.1% [1][17] - The overall transaction volume of major platforms increased by 10.4% year-on-year, with Taobao/Tmall, JD.com, Douyin, Pinduoduo, and Kuaishou accounting for 48.7%, 19.3%, 18.4%, 10.1%, and 3.6% of GMV respectively [1][17] - The beauty category on major e-commerce platforms achieved a GMV of 60-70 billion yuan during the 618 period, with a year-on-year increase of over 10% [1][19] Summary by Sections Sales Performance - Sales during the 618 festival from May 13 to June 18, 2025, reached 855.6 billion yuan, with a year-on-year growth of 10.4% across major platforms [1][17] - Tmall's GMV, excluding refunds, increased by 10% year-on-year, with 453 brands exceeding 100 million yuan in sales, a 24% increase [2][18] Platform Insights - Douyin saw over 60,000 brands doubling their transaction amounts year-on-year, with more than 2,000 products exceeding 10 million yuan in sales [2][18] - JD.com led the industry with over 100% growth in user orders, achieving a record high in daily active users [2][18] Market Share and Brand Rankings - Tmall maintained a 41.3% market share in the beauty category, followed by Douyin at 35.7%, JD.com at 14.8%, and Kuaishou at 8.2% [1][19] - The top brands in the beauty and skincare category on Tmall included Pechoin, Lancôme, L'Oréal, Estée Lauder, and Skinceuticals, with Skinceuticals entering the top five for the first time [1][19] Competitive Landscape - The competition in the makeup and perfume category was intense, with YSL topping the list, followed by Caitang and Mao Ge Ping [1][19] - On Douyin, the beauty and skincare category saw 34 brands exceeding 100 million yuan in sales, a significant increase of 88.9% year-on-year [1][20]

Core Insights - The user base for micro-short dramas in China is projected to reach 662 million by December 2024, accounting for 59.7% of the total internet users, with a market size of 50.4 billion yuan, surpassing the total box office revenue for films in the same year [2][11]. Group 1: Industry Developments - Kuaishou has announced the shutdown of its short drama mini-program, confirming the decision through internal communications [3][6]. - This is not Kuaishou's first action against the short drama category, as it previously removed nearly 100 non-compliant micro-short dramas and over 150 accounts for violations in May and June [5][6]. - The rationale behind Kuaishou's decision to close the mini-program is attributed to the rise of free short dramas and the decline of paid options, aiming for content quality improvement and specialized operation in the short drama ecosystem [6]. Group 2: Competitive Landscape - Tencent has launched its own short drama mini-programs, including "Mars Watch Drama" and a new "Short Drama" program, emphasizing free access to high-quality content [7][10]. - Tencent's strategy includes leveraging its vast user base on WeChat to facilitate social sharing and content discovery, aiming to capture market share in the competitive short drama space [10]. - The partnership with the reading group, which plans to upgrade its short drama offerings, provides Tencent with a wealth of quality story materials, enhancing its competitive edge [10]. Group 3: User Behavior and Preferences - A survey in Ningbo revealed that 81.15% of respondents have watched short dramas, with average daily viewing times concentrated between 10-30 minutes, indicating a preference for consuming content during fragmented time [12]. - Approximately 31% of respondents have paid for short drama content, with average monthly spending between 10-50 yuan, highlighting a willingness to invest in quality content [14]. - The core audience for short dramas primarily consists of Generation Z and working professionals, who value content quality and innovation, steering clear of low-quality, homogeneous offerings [14].

Core Insights - The article discusses the innovative live streaming project led by explorer Li Yi, showcasing the unique culture and lifestyle of a remote tribe in Papua New Guinea, which has gained significant attention online [1][9]. Group 1: Live Streaming Event - The live streaming event, termed "Original Tribe Group Broadcast," took place in early June and lasted for half a month, featuring traditional rituals and survival techniques of the tribe [3]. - The highest simultaneous online viewership for Li Yi's broadcast reached 430,000, indicating a strong audience engagement [9]. Group 2: Cultural Exchange and Modernization - Li Yi not only showcased the tribe's unique customs, such as the pig slaughtering ceremony and fire-starting techniques, but also actively assisted the tribe in improving their living conditions through agricultural and infrastructural projects [5][7]. - The initiative aimed to empower the tribe with self-sufficiency skills, moving away from reliance on external aid and natural disaster vulnerabilities [9]. Group 3: Industry Impact - Li Yi's approach has been recognized as a breakthrough in the live streaming industry, expanding beyond traditional indoor formats to include outdoor adventures and cultural explorations [13]. - Platforms like Kuaishou have acknowledged this trend by launching challenges to recruit overseas lifestyle streamers, indicating a growing interest in outdoor and cultural content [14]. Group 4: Future of Exploration and Streaming - The article suggests that the curiosity about the world remains constant, and more explorers like Li Yi may emerge, using innovative live streaming to bring diverse cultures into public view [16].

Core Insights - The live-streaming e-commerce sector is experiencing a shift, with a notable performance during the "618" shopping festival, where Kuaishou's Xinba achieved over 40 billion yuan in sales, indicating strong consumer engagement despite a perceived cooling in the market [1][2] - Both Kuaishou and Douyin reported significant growth in their sales metrics, with Kuaishou's general merchandise card GMV increasing by over 53% year-on-year, while Douyin's overall transaction volume grew by 77% during the same period [2][3] Group 1: Sales Performance - Kuaishou's general merchandise card GMV saw a year-on-year increase of over 53%, and search GMV surged by over 143% during the "618" period [3] - Douyin's overall transaction volume increased by 77%, with its "super value purchase" category seeing a 171% year-on-year growth [3] - The number of merchants on Kuaishou achieving over 10 million yuan in GMV grew by over 43%, while those surpassing 100 million yuan increased by over 61% [4] Group 2: Market Dynamics - The live-streaming e-commerce landscape is evolving, with a shift from reliance on top influencers to a focus on store broadcasts and merchandise categories [2][8] - The "national subsidy" policy has positively impacted sales, with Kuaishou reporting that 132 merchants benefited from over 50% GMV growth during "618" [4][7] - The overall e-commerce market is facing challenges due to high penetration rates and rising operational costs, which may limit future growth [8][10] Group 3: Future Outlook - Industry experts suggest that live-streaming e-commerce can maintain a growth rate of 10% to 20% over the next 3 to 5 years, emphasizing the need for support in brand live-streaming [9] - The potential impact of rising labor costs on the e-commerce ecosystem is highlighted, as the operational complexity of live-streaming involves various roles and functions [10]

Group 1 - Kuaishou is set to shut down its short drama mini-programs by June 17, 2024, with current submissions allowed until the end of the year [1][3] - The company has shifted its focus towards native short dramas, which are believed to provide higher efficiency in user engagement and data retention [3][8] - The short drama market in China is projected to reach 50.4 billion yuan in 2024, with in-app advertisement (IAA) short dramas accounting for approximately 25 billion yuan [5] Group 2 - The future market structure for short dramas may consist of 30% paid and 70% free content, indicating a significant shift in user preferences [6] - Kuaishou's performance in the short drama sector lags behind competitors like WeChat and Douyin, with limited visibility in third-party reports [6][8] - The competition in the short drama space is intensifying, with major players like Baidu and Xiaohongshu entering the market, posing additional challenges for Kuaishou [8][10] Group 3 - The success of short dramas is increasingly tied to IP reserves, with competitors like Douyin and Baidu leveraging their own IP libraries to create a closed loop of "IP-drama-traffic" [10] - Kuaishou relies heavily on external partnerships for IP supply, which may lead to instability in its content offerings [10] - Despite efforts to enhance its AI narrative, Kuaishou's short drama segment remains a critical avenue for boosting online marketing revenue [10]

Group 1 - Kuaishou concept stocks fell by 2.99%, ranking among the top declines in the concept sector, with stocks like Yuanlong Yatu and ST Kevin hitting the limit down [1] - The concept sector saw a net outflow of 1.61 billion yuan, with 42 stocks experiencing net outflows, and 11 stocks seeing outflows exceeding 50 million yuan [2] - The top net outflow stock was Zhongwen Online, with a net outflow of 421 million yuan, followed by Tom Cat and Blue Focus with outflows of 116 million yuan and 88.59 million yuan respectively [2] Group 2 - The top gainers in the Kuaishou concept included Global Printing, Good Idea, and Wanrun Technology, which rose by 2.67%, 0.52%, and 0.43% respectively [1][3] - The overall market sentiment was negative, with several concept sectors like Combustible Ice and Brain-Computer Interface experiencing significant declines of -4.14% and -3.34% respectively [2] - The trading volume for Kuaishou concept stocks was notably high, with some stocks like Yuanlong Yatu showing a turnover rate of 22.32% [3]

Core Viewpoint - The "refund only" policy has led to extreme demands from merchants, requiring consumers to destroy products to receive refunds, raising concerns about consumer rights and merchant protection [1][2]. Group 1: Consumer Experiences - Multiple consumers reported that after requesting refunds for unsatisfactory products, merchants demanded that they destroy the items and provide photographic evidence before processing the refunds [1]. - A consumer from Guangdong was asked to damage a phone case to receive a refund, while another from Chengdu was required to pour spoiled milk down the toilet and record a video as proof [1]. Group 2: Merchant Justifications - Merchants explained that the "refund only" service was exploited by some individuals who took advantage of the system, leading to significant losses for sellers [2]. - To combat this issue, merchants began requiring consumers to destroy products as a condition for refunds, aiming to prevent fraudulent claims [2]. Group 3: Policy Changes - The "refund only" service, which allows consumers to request refunds without returning items, has simplified the return process but has also led to an increase in fraudulent behavior [2]. - In response to the challenges posed by the "refund only" policy, several e-commerce platforms announced adjustments to their rules, indicating a potential end to this service in the industry [2][3].

金十图示：2025年06月20日（周五）中国科技互联网公司市值排名TOP 50一览 | 25 | | 金山软件 | 70.42 | 2 1 | | --- | --- | --- | --- | --- | | 26 | | 好未来 | 63.31 | 2 1 | | 27 | | 用友网络 | 59.41 | 117 3 | | 28 | | 同程旅行 | 58.31 | | | 29 | | 奇富科技 | 57.9 | 2 1 | | 30 | | 万国数据 | 56.24 | 4 | | 31 | | 巨人网络 | 56.1 | 11 | | 32 | | 昆仑万维 M | 55.8 | 1 1 | | 33 | (34248 | 柏楚电子 | 53.74 | 2 1 | | 34 | | 润和软件 | 53.15 | 3 1 | | 35 | | 中国软件 | 53.1 | 1 | | 36 | | 拓维信息 | 52.63 | 3 1 | | 37 | | 深信服 | 51.66 | 11 | | 38 | | 三七互娱 | 51.18 | 2 1 | | 39 | | 恺英网络 | 49.93 | ...

Core Insights - Kuaishou's e-commerce segment has shown significant growth, with the number of merchants achieving over 10 million in GMV increasing by over 43% year-on-year [1] - The number of merchants achieving over 100 million in GMV has increased by over 61% year-on-year [1] Performance Metrics - The overall GMV for shelf products has grown by over 53% year-on-year [1] - Search GMV has seen a remarkable increase of over 143% year-on-year [1] - The number of single products in the Kuaishou Mall's major brand promotion channel with over 1 million GMV has increased by over 124% year-on-year [1] - The short video GMV from the content-driven consumption has grown by over 29% year-on-year [1]

Core Viewpoint - Kuaishou Technology's 2024 Corporate Social Responsibility Report emphasizes the integration of technology and public welfare, showcasing its achievements in enhancing quality of life, stimulating industrial vitality, and promoting sustainable development through innovative practices and AI technology [1][2]. Group 1: Technology and Economic Development - Kuaishou leverages its advantages in traffic, products, and technology to support rural revitalization, conducting 846,000 agricultural technology training sessions in 2024 and launching initiatives like the "Three Agriculture" and "Village Red" plans to provide sustainable development opportunities for rural entrepreneurs [2]. - The platform's "Xingnong Plan" aims to connect agricultural product supply chains with consumer markets, investing significant resources to support quality agricultural merchants and enhance sales channels for agricultural products [2]. - In 2024, Kuaishou's rural users generated 2.8 billion annual orders, with an average of 948,000 agricultural packages sent daily, fostering a new e-commerce economy in rural areas [2]. Group 2: AI and Content Creation - Kuaishou is enhancing user experience in content creation by upgrading its creator support mechanisms, introducing programs like "Liaoyuan Plan," "Fast Growth Plan," and "Photosynthesis Plan" to assist creators at various stages [3]. - The company reported a nearly 200% year-on-year growth in GMV for its local life business and over 160% increase in order volume, indicating a significant boost in consumer activity and potential [3]. Group 3: Social Responsibility and Education - Kuaishou's "Qizhi Future Classroom" project focuses on improving digital literacy among rural youth by providing access to cutting-edge technology through initiatives like digital classroom donations and AI classes [4][5]. - By the end of 2024, Kuaishou's philanthropic efforts have supported over 500 schools, benefiting 700,000 children and teenagers, and updated hardware in 19 rural schools [5]. - The company has launched a new media vocational skills training project, "Happiness Lecture Hall," aimed at rural streamers, women, youth entrepreneurs, and disabled individuals, training over 1 million participants by March 2025 [6]. Group 4: Cultural Heritage and Community Building - Kuaishou promotes intangible cultural heritage through short video live streaming, enabling the transmission of traditional skills and creating digital representations of cultural practices [6]. - The company has over 11 million creators focused on intangible cultural heritage, with 95 million users showing deep interest in these cultural practices, enhancing visibility and innovation in this area [6]. - Kuaishou's co-founder emphasizes that AI serves not only as a tool for efficiency but also as a new engine for creating social value, integrating advanced technologies with core business operations to explore new pathways for social and commercial value [6].